week 5

Question 1

• Consumer behavior understand 3 main questions

Answer 1

what do we buy, why do we buy, how make use of product we buying

Question 2

what is ocnsumer behaviour

Answer 2

Is the processes involved when individuals or group select, purchase, use, or dispose of products, service, ideas, or experience to satisfy needs and desires and to define and express their identities

intersect pyschology and marketing

Question 3

consumer decesion process

Answer 3

needs recognition, info search, alternative eval, purchase decision, post purchase

Question 4

what is need recognition

Answer 4

unsatified need like thirst usually basic

Question 5

types of need

Answer 5

 Could be functional like performance
* Basic needs
 Pyscological needs: gratification
* Luxury brands

Question 6

what do good marketers do in need recgonition stage

Answer 6

 Remind cutomers of need or create one in this stage

Question 7

in the info search stage look where

Answer 7

 Internal sources: into my past experience
 external sources: go to outside sources like family member or reviews online

Question 8

what factor determine how long search

Answer 8

risk, importance of product, beenfit vs cost, locus of control-high control = search more, percieved benefit vs percieved cost of search,

Question 9

what different risk are there in products affect search time

Answer 9

o performance risk: risk assoc with how product or service perform
o financial loss: minimize risk may buy warranty, risk is in initial cost and usage
o social risk: worry about what other people will think
o physiological: safety fear of harm if not proper
o psychological: If not convey the right image

Question 10

alternative eval are forgone when

Answer 10

habitual convience products

Question 11

2 attribute sets

Answer 11

• Retrieval- remember those brands easily from ads or word of mouth, in our mind but not necessarily buy
• Evoke- consider to buy bc has what is wanted

Question 12

what are some short cuts to decesions

Answer 12

detrminant attriburtes, compensatory and non compensatroy and decesion heaurtics

Question 13

what is compensatory rulke

Answer 13

• Compensatory are a set of attribute that important and evaluate on, set weight for attribute and score
  o Trade off one charecterisitc for another
  o Assign weigh to score

Question 14

detrimant attributes are

Answer 14

: feat important to buyers which competing brands differ

Question 15

• Consumer decision rule

Answer 15

• Consumer decision rule: criteria customer use to sleect among choices: decision heurisitics and compensatory

Question 16

• Non compensatory

Answer 16

• Non compensatory: select one or more nonnegotiable key characteristics and eliminate all the alternatives that don’t have them

Question 17

 Decision heuristics:

Answer 17

 Decision heuristics: mental shortcuts like price brand and product presentation
* May just choose price that lower or brand recognition

Question 18

taticts to convert eval to sales

Answer 18

easier purchase, alerts, reminders
* Situational factors like merch in stock, multi pmt method, convienence help

Question 19

3 different outcomes post purchase

Answer 19

satisfaction and loyalty positive and post purchase dissonance

Question 20

how to ensure satisfaction post purchase

Answer 20

 High expectations unrealistic = higher intial sales but eventually dissatisfied
 But too low customer not enter
 Ensure post purchase satisfasction: realistic expectations and deliver, demo proper use, thank customer

Question 21

what is customer loyaty

Answer 21

repeat purchases
 Build loyaty initially and each subsequent purchase

Question 22

how to manage dissatisfaction

Answer 22

o Sometimes bad reviews not bad for brand rep, what must do is respond bad reviews in a way that help customer relations
o Complaints to the bus advantages for stronger relationships

Question 23

• Three types of consumer decision process

Answer 23

social situational– external
pyschologial- internal

Question 24

pyscologial decesion process includes

Answer 24

maslow, attitudes, perception, learning, lifestyle

Question 25

what are maslow pyramid

Answer 25

physiological, saftey, beloning, esteem, self actuallize

Question 26

how do good marketers use maslow

Answer 26

nudge people up the heirachy

Question 27

attitude 3 components

Answer 27

 Coginitve: whaty belive to be true- thiunk  Affective:what we feel about issue- feel  Behavioural: actions based on what we feel-do

Question 28

ideal attitude is

Answer 28

 Ideaaly cognitive+affective = affect behavior = success

Question 29

perception is

Answer 29

how do we select, org, interpret info

Question 30

perceptual process

Answer 30

o Perceptual process- 1- exposure: initial stage sensory system notice stimuli, what I choose to put attention to  2- attention 2- devote mental activity to stimulus  3- interpretation- what we think or see o Through 5 senses influencing how assign meaning

Question 31

4 components of perception

Answer 31

 Selective exposure: choose program pay attention to  Selective attention: only listen message consistent with belief  Selective comprehension: interpret marketing message not the way intended  Selective retention: not remember all info

Question 32

perception color, blue red yellow green

Answer 32

 Blue = trust  Red = excitement or urgency  Yellow energy  Green = sustainability  Blue color = creativity

Question 33

what is learning and lifestyle

Answer 33

* Learning is change in behavior that arise from experience * Lifestyle is way we decide spend our time o Activity interest opinion

Question 34

social factors include

Answer 34

culture and refrence group

Question 35

what is refrence group

Answer 35

o Refrence groups: 1+ person individual uses as a abaissi for comparison regarding beliefs feeling and behviour o Various areas like family friend or famous

Question 36

direct vs indirect refrence group

Answer 36

 Direct could be family or friends  Indirect two types: aspirational- influence on us, personality and identity * Dissociated influence: distance themselves from brand bc negative association

Question 37

3 situational factors

Answer 37

purchase, shopping, temporal

Question 38

what is purchase situation

Answer 38

o Purchase situation depend on context of the purchase  Store atmosphere and sales people  Buy for yourself consider second hand but not for family

Question 39

shopping situation

Answer 39

o Shopping situation Prescence of other shoppers

Question 40

temporal situation

Answer 40

o Temporal state aggressive other shoppers like black Friday  State of mind effects purchases

Question 41

impulse vs habitual purchase

Answer 41

* Impulse = buy on the spot * Habitual = little conscious effort o Done by creating loyaty