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Questions and Answers
What is the main purpose of decision heuristics in consumer behavior?
What is the main purpose of decision heuristics in consumer behavior?
What method is used when an evaluation rule does not allow for trade-offs among attributes in the decision-making process?
What method is used when an evaluation rule does not allow for trade-offs among attributes in the decision-making process?
What typically occurs in the purchase decision step?
What typically occurs in the purchase decision step?
Which of the following factors can lead to an increase in conversion rates?
Which of the following factors can lead to an increase in conversion rates?
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Which type of risk involves potential losses related to financial expenditures when making a purchase decision?
Which type of risk involves potential losses related to financial expenditures when making a purchase decision?
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What can be a potential outcome of the postpurchase stage for consumers?
What can be a potential outcome of the postpurchase stage for consumers?
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In the context of the alternative evaluation process, what is meant by 'determinant attributes'?
In the context of the alternative evaluation process, what is meant by 'determinant attributes'?
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How does customer loyalty typically manifest in consumer behavior?
How does customer loyalty typically manifest in consumer behavior?
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How does a consumer with an internal locus of control behave in terms of search activities?
How does a consumer with an internal locus of control behave in terms of search activities?
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Which store is part of the retrieval set for women searching for business apparel based on the provided content?
Which store is part of the retrieval set for women searching for business apparel based on the provided content?
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What negative effect can undesirable consumer behavior have on a brand?
What negative effect can undesirable consumer behavior have on a brand?
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Which of the following is NOT a characteristic of noncompensatory decision rules?
Which of the following is NOT a characteristic of noncompensatory decision rules?
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What is a key feature of the compensatory decision rule?
What is a key feature of the compensatory decision rule?
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What type of buying decision is typically associated with purchasing fashion apparel?
What type of buying decision is typically associated with purchasing fashion apparel?
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Which factor is not considered when evaluating consumer buying decisions?
Which factor is not considered when evaluating consumer buying decisions?
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Which method of evaluation is often used when making decisions about grocery shopping?
Which method of evaluation is often used when making decisions about grocery shopping?
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How does culture primarily influence consumer behavior?
How does culture primarily influence consumer behavior?
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What situational factor might change when buying a gift versus buying for oneself?
What situational factor might change when buying a gift versus buying for oneself?
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Which best describes impulse buying?
Which best describes impulse buying?
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Which situation exemplifies limited problem solving?
Which situation exemplifies limited problem solving?
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What aspect of postpurchase behavior is most likely affected by cultural influences?
What aspect of postpurchase behavior is most likely affected by cultural influences?
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Which type of buying decision involves minimal thought after a product is often purchased?
Which type of buying decision involves minimal thought after a product is often purchased?
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What role do family members typically play in consumer buying decisions?
What role do family members typically play in consumer buying decisions?
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Which psychological factor reflects a consumer's long-lasting evaluation towards an idea or product?
Which psychological factor reflects a consumer's long-lasting evaluation towards an idea or product?
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Which of the following factors primarily shapes a consumer’s perception according to their upbringing?
Which of the following factors primarily shapes a consumer’s perception according to their upbringing?
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Which psychological factor is affected by social experiences and can impact both attitudes and perceptions?
Which psychological factor is affected by social experiences and can impact both attitudes and perceptions?
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How can reference groups contribute to consumer behavior?
How can reference groups contribute to consumer behavior?
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In the purchase decision process, which step involves assessing alternatives?
In the purchase decision process, which step involves assessing alternatives?
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What type of needs does Subway address in its advertising by promoting healthy eating options?
What type of needs does Subway address in its advertising by promoting healthy eating options?
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Which method of evaluation can influence a consumer's purchase decision when considering different brands?
Which method of evaluation can influence a consumer's purchase decision when considering different brands?
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In the context of family influence on buying decisions, which statement is true?
In the context of family influence on buying decisions, which statement is true?
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Which type of psychological factor relates to how a consumer interprets marketing messages and product information?
Which type of psychological factor relates to how a consumer interprets marketing messages and product information?
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What is the first step in the consumer buying decision process?
What is the first step in the consumer buying decision process?
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In which step of the consumer decision process do consumers evaluate different products or services?
In which step of the consumer decision process do consumers evaluate different products or services?
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Which factor primarily influences how much time a consumer spends searching for information?
Which factor primarily influences how much time a consumer spends searching for information?
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What type of needs does the purchase of functional products typically satisfy?
What type of needs does the purchase of functional products typically satisfy?
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Postpurchase behavior can be influenced by which of the following factors?
Postpurchase behavior can be influenced by which of the following factors?
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What influences the level of involvement in the buying decision process?
What influences the level of involvement in the buying decision process?
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Which psychological factor can significantly affect consumer buying behavior?
Which psychological factor can significantly affect consumer buying behavior?
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Which of the following is an example of internal search for information?
Which of the following is an example of internal search for information?
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What role does feedback play in consumer behavior?
What role does feedback play in consumer behavior?
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Which factor does NOT typically affect the actual or perceived risk in a consumer's buying process?
Which factor does NOT typically affect the actual or perceived risk in a consumer's buying process?
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Study Notes
Chapter 4: Consumer Behaviour
- Consumer behaviour drives marketing strategies, focusing on consumer needs.
- Businesses must understand consumer needs and learn from customers.
- Feedback improves marketing strategies.
- Learning Objectives (LO1-LO4):
- LO1: Describes the steps in the consumer buying decision process.
- LO2: Identifies factors determining the amount of time consumers spend researching a product or service before purchasing.
- LO3: Summarizes how psychological, social, and situational factors influence consumer buying behaviour.
- LO4: Explains how involvement influences the consumer buying decision process.
The Consumer Decision Process
- The consumer decision process involves five key stages:
- Need Recognition: Recognising a need or want. This includes both functional needs (e.g., performance of a product), and psychological needs (e.g., social status of a product).
- Information Search: Internal and external search for information about available options.
- Alternative Evaluation: Evaluating criteria of products and their attributes.
- Purchase Decision: Readiness of the customer to purchase. Strategies for increased conversion rates, reducing abandoned virtual carts, and maximizing efficiency during checkout processes are involved.
- Postpurchase: Three potential outcomes: customer satisfaction, postpurchase dissonance, and customer loyalty.
Factors Affecting Consumers' Search Processes
- Perceived benefit vs. perceived cost: Is the search worth the time and effort?
- Actual or perceived risk: How much risk is perceived in the purchase?
- Locus of control: Consumers' belief in their ability to control outcomes. Internal locus of control = more search; External locus of control = less search.
Factors Affecting Consumer Buying Decisions
- Psychological factors
- Motives (e.g., Maslow's hierarchy of needs)
- Attitudes: Evaluation of an object or idea
- Perceptions: Understanding based on culture
- Learning: Attitudes and perceptions are affected by social experiences
- Social factors
- Family: Decision makers and influencers
- Reference groups: Groups to whom the consumer relates and seeks inspiration
- Culture: Shared views and beliefs influencing behavior.
- Situational factors
- Purchase situation, Shopping situation, Temporal state
Involvement & Consumer Buying Decisions
- High involvement: Leads to greater attention and more in-depth processing of information. Strong purchase intentions.
- Low involvement: Leads to less attention & peripheral processing. Weak attitudes & more use of cues.
Types of Buying Decisions
- Extended problem solving: Extensive research and purchase decisions involving significant risk.
- Limited problem solving: Moderate research and purchase decisions.
- Impulse buying: Immediate, unplanned purchase.
- Habitual decision making: Purchase with little or no research and with habitual purchasing patterns.
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Description
Explore the intricacies of consumer behaviour in this quiz based on Chapter 4. Understand the consumer decision process, including the stages from need recognition to information search. This quiz will help you grasp the psychological, social, and situational factors that influence purchasing decisions.
