BCPC 205 Lecture 4: Consumer Behaviour

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Questions and Answers

What is consumer behavior primarily concerned with?

The sales figures of a product

The impact of advertising on sales

The purchasing habits of families and individuals (correct)

The buying patterns of businesses

Which of the following is NOT a reason to study consumer behavior?

To increase profits through competitive pricing (correct)

To understand consumer responses to marketing stimuli

To foster customer loyalty

To develop products that align with consumer expectations

What characteristic of consumer behavior involves the purchase of low-value items with minimal thought?

Limited decision making

Routine response behavior (correct)

Extensive decision-making

Impulse buying

What type of buying behavior is characterized by purchasing unfamiliar brands after some consideration?

Limited decision-making Signup and view all the answers

What is the initial step in the consumer decision process?

Problem or opportunity recognition Signup and view all the answers

Which model of consumer behavior focuses on the relationship between marketing stimuli and consumer responses?

Marketing stimuli model Signup and view all the answers

What defines extensive decision-making in consumer behavior?

Thoughtful consideration before high-value purchases Signup and view all the answers

What is impulse buying often triggered by?

A strong urge to buy immediately Signup and view all the answers

What is the term used to describe the number of brands a consumer considers during their decision-making process?

Evoked Set Signup and view all the answers

Which factors can influence a consumer's purchase decision according to the consumer decision process?

Attitudes of Others and Situational Factors Signup and view all the answers

What is cognitive dissonance in the context of consumer behavior?

The discomfort following a purchase decision Signup and view all the answers

How can marketers increase the size of a consumer's evoked set?

By increasing brand awareness Signup and view all the answers

What does brand image refer to in the evaluation of alternatives?

The set of beliefs consumers hold about the brand Signup and view all the answers

What may affect a consumer's perceived risk during the purchase decision?

Previous experiences with the product Signup and view all the answers

What can result from a post-purchase evaluation?

Cognitive Dissonance or Satisfaction Signup and view all the answers

Which personal factor does NOT typically affect consumer behavior?

Product warranty Signup and view all the answers

Study Notes

Course Information

Course: BCPC 205 Elements of Marketing
Lecture: Four
Topic: Understanding Consumer Behaviour

Presentation Overview

Meaning of consumer behaviour
Why study consumer behaviour?
Features of consumer behaviour
Models of consumer behaviour
Consumer decision process
Factors affecting consumer behaviour

Meaning of Consumer Behaviour

The buying behaviour of final consumers (individuals and households) who buy goods and services for personal consumption
Activities people undertake when obtaining, consuming, and disposing of products
Dynamic interaction of affect, cognition, behaviour, and environmental events by which human beings conduct the exchange of their lives

Why Study Consumer Behaviour?

To understand how consumers respond to marketing stimuli
To develop and confirm a firm's competitive position
To provide consumers with reliable products that meet their expectations
To create customer loyalty, by developing a customer base that provides regular income and turnover, winning customer support even in the face of competition and providing goodwill that strengthens the firm's market position

Features of Consumer Behaviour

Routine response behaviour: Consumers frequently buy items of low value that require very little thought.
Limited decision making: Consumers do some thinking before purchasing an unfamiliar brand. Information may be limited.
Extensive decision making: Consumers give the purchase of durables a good thought before a purchase decision. This involves seeking information on benefits of substitute products.
Impulse buying: Consumers buy a product as a result of a strong urge to buy something immediately without much thought.

Models of Consumer Behaviour

Help in understanding the relationship between marketing stimuli and consumer response

Consumer Decision Process

Problem or opportunity recognition: The buyer senses a difference between his actual state and some desired state.
Information search: The consumer gathers information to make the right decision to attain the desired state of affairs. Internal and external information searches may take place. -A consumer may consider brands in searching for information, The number of brands considered is referred to as the evoked set. Marketers can increase the size of the evoked set through repetition.
Evaluation of alternatives: The consumer uses information to evaluate alternative brands in the evoked set, Evaluative criteria may include features, benefits, brand image, importance, usage, etc. of each brand in the evoked set.
- Brand image refers to the set of beliefs that consumers hold about a particular brand.
Purchase decision and act: This is the stage when a consumer actually buys the product. The ability of a purchase intention to be translated into a purchase decision could be influenced by attitudes of others and unexpected situational factors. A purchase decision is influenced heavily by perceived risk. Marketers must understand the factors that provoke feelings of risk in consumers and must provide information and support that will reduce the perceived risk.
Post-purchase evaluation: The evaluation of a purchase may yield satisfaction or dissatisfaction. Cognitive dissonance may occur just after a purchase. It is discomfort caused by post-purchase conflict. It may lead to the return of the product or a decision not to buy it again.

Factors Affecting Consumer Behaviour

Personal factors: Demographic factors, situational factors, level of involvement in decision-making
Psychological factors: Motivation (motives drive the consumer decision process, motives are a form of strong stimulus), Perception (the process by which people select, organize, and interpret information to form a meaningful view of reality)
Personality: Behavioural & individual traits which can be uniquely identified with customers (e.g., Aggression, competitiveness, etc.)
Social factors: Culture and sub-culture, roles and status, group and reference group influence, family influences (autonomic, husband dominant, wife dominant, syncratic), social class
Consumer buying roles: Possible decision-makers in a decision-making unit (Initiator, Influencer, Decider, Buyer, User)

Additional Question

What factors can influence a student's choice of mobile phone in the market? (No notes available for answer)

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Description

This quiz explores the fundamentals of consumer behaviour, detailing its meaning, significance, and various models. You will learn about the factors that influence consumer decisions and how understanding these aspects can impact marketing strategies. Test your knowledge on consumer interactions and decision-making processes!