Consumer Behavior and Cultural Influences in Marketing Quiz

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16 Questions

Marketing factors that affect consumer behaviour include ______.

product, promotion, place, and pricing

Hispanic American Consumers are deeply oriented in ______, with their children having a lot to say in what the adults buy.

family

Asian American Consumers are ______, especially in the ones that work in relation to them.

brand loyal

______ is a group that serves as a direct or indirect point of comparison or reference in forming a person’s attitudes or behaviour.

Reference group

Word of mouth influence: the impact of the personal words and recommendations to friends and other consumers

influencer marketing

Brand personality: specific mix of human traits that may be attributed to particular brands. (sincerity, excitement, competence, sophistication and ruggedness)

psychological factors

Psychological factors: time, social surroundings

situational

Complex buying behaviour: high consumer involvement in a purchase and significant perceived differences among brands

dissonance reducing buying behaviour

Habitual buying behaviour: low consumer involvement and little brand significance. For example, take table salt. Consumers have little involvement in this product category—they simply go to the store and reach for a brand. If they keep reaching for the same brand, it is out of habit rather than strong brand loyalty

variety seeking buying behaviour

  1. Need recognition: first stage, consumer recognized the problem or need. - Can be triggered by internal stimuli or external stimuli.

  1. Information Search: consumers are motivated to search for more information related to the need. - Personal sources, commercial sources, public sources and experiential sources.

  1. Evaluation of alternatives: consumer uses information to evaluate alternative brands in the choice set.

  1. Purchase decision: ranks brands and forms purchase intentions, decision which brand to purchase.

The Customer Journey: Sum of ongoing experiences consumers have with a brand, that affect their buying behavior, engagement and brand advocacy over time

adoption and diffusion process for new products

New product: good or service or idea that is perceived by some potential customers as new

adoption process

Stages in the Adoption Process: - Awareness (lacks info), interest (seek information), evaluation (if trying the new product makes sense), trial (tries product, to improve his or her estimate of its value), adoption (full and regular use)

individual differences in innovatives

Innovators: try new ideas

early adopters

Rate of adoption: time products take to gain acceptance in the market. Several characteristics influence the rate of adoption: relative advantage, compatibility, complexity, divisibility and communicability

late mainstream

Study Notes

Marketing Factors that Affect Consumer Behaviour

  • Hispanic American Consumers are deeply family-oriented, with their children having a significant influence on adult purchasing decisions.
  • Asian American Consumers are highly brand-loyal, especially when it comes to brands that resonate with their cultural identity.

Social Factors

  • Reference groups serve as a direct or indirect point of comparison or reference in forming a person’s attitudes or behaviour.
  • Word of mouth influence is the impact of personal words and recommendations to friends and other consumers.

Brand Personality

  • A brand personality is a specific mix of human traits that may be attributed to particular brands, including sincerity, excitement, competence, sophistication, and ruggedness.

Buying Behaviour

  • Complex buying behaviour is characterized by high consumer involvement in a purchase and significant perceived differences among brands.
  • Habitual buying behaviour is marked by low consumer involvement and little brand significance, often resulting in habitual purchases.
  • Example: consumers may purchase table salt based on habit rather than strong brand loyalty.

Consumer Decision-Making Process

  • Need recognition is the first stage, where a consumer recognizes a problem or need, triggered by internal or external stimuli.
  • Evaluation of alternatives is the stage where a consumer uses information to evaluate alternative brands in the choice set.

Customer Journey

  • The Customer Journey refers to the sum of ongoing experiences consumers have with a brand, affecting their buying behavior, engagement, and brand advocacy over time.

New Product Adoption

  • A new product is a good, service, or idea perceived as new by some potential customers.
  • Stages in the Adoption Process include:
    • Awareness (lacking information)
    • Interest (seeking information)
    • Evaluation (assessing whether trying the new product makes sense)
    • Trial (trying the product to improve estimate of its value)
    • Adoption (full and regular use)
  • Innovators are the first to try new ideas.
  • The rate of adoption is influenced by characteristics such as relative advantage, compatibility, complexity, divisibility, and communicability.

Test your knowledge of consumer behavior and cultural influences in marketing with this quiz. Explore the impact of factors such as product, promotion, place, pricing, and subcultures on consumer behavior, and gain insights into targeting specific markets like Hispanic American consumers.

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