Consumer Behavior and Decision Making

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Questions and Answers

What triggers the creation of tension in a consumer's mind?

Social circle influence

Recognition of a need (correct)

Evaluation of product features

Product awareness through advertisement

What is the main factor that influences a consumer's post-purchase behavior?

Product features and quality

Satisfaction with the product (correct)

Social circle influence

Advertisement and media exposure

What is the primary outcome of a consumer's evaluation of a product?

Loss of interest

Building of interest

Intention to purchase (correct)

Post-purchase behavior

What is the result of a consumer's need recognition and product awareness?

Building of interest Signup and view all the answers

What is the primary purpose of a consumer's post-purchase behavior for a company?

To provide feedback for improvement Signup and view all the answers

What is the role of a consumer's social circle in the decision-making process?

Influencing product awareness Signup and view all the answers

What is the outcome of a consumer's satisfaction with a product?

Repeat purchases and positive word-of-mouth Signup and view all the answers

What is the primary motive behind a consumer's intention to purchase a product?

Satisfaction of a need Signup and view all the answers

What is a drive according to the learning process?

A strong internal stimuli which impels action Signup and view all the answers

What type of drive is striving for status or social approval?

Learned drive Signup and view all the answers

What is the role of informational cues in the decision process?

They provide information about the product Signup and view all the answers

What is the outcome of a positive reinforcement in the learning process?

The buyer is happy and satisfied with the purchase Signup and view all the answers

What is the primary purpose of triggering cues in the decision process?

To activate the decision process for a purchase Signup and view all the answers

What is an example of a product cue?

The color of a package Signup and view all the answers

What is the outcome of a satisfaction with a purchase?

The buyer recommends the product to others Signup and view all the answers

What is the role of reinforcement in the learning process?

To strengthen the connection between the stimulus and the response Signup and view all the answers

What occurs when the consumer cannot interpret or fully understand the meaning of the stimuli he has received?

Stimulus ambiguity Signup and view all the answers

What kind of factors influence the interpretation of stimuli by the consumer?

Stimulus-ambiguity and perceptual bias Signup and view all the answers

What is the outcome of perceptual bias in consumer decision making?

Distortion of information according to needs and experiences Signup and view all the answers

What influences the formation of attitudes towards a brand?

Perception of quality and price Signup and view all the answers

What is the role of social groups in consumer decision making?

Influencing purchasing decisions Signup and view all the answers

What is the outcome of the consumer decision making process?

Purchase and brand comprehension Signup and view all the answers

What motivates a consumer to purchase a product?

Motives and attitudes Signup and view all the answers

What influences consumer satisfaction and loyalty?

Quality and price of the product Signup and view all the answers

What is the significance of stimuli in consumer decision making?

Influencing perception and interpretation Signup and view all the answers

What is the outcome of the Howarth-Sheth model of buyer behavior?

Purchase and brand comprehension Signup and view all the answers

Study Notes

Need Recognition

Tension is created when one is aware of a want, leading to the choice of a product to satisfy the need.
Product awareness can occur before the need is recognized, or vice versa.

Product Awareness

Product awareness can be achieved through:
Advertisement
Exposure to different types of media
Social circle

Evaluation

Evaluation involves:
Getting more information about the product
Comparing and contrasting it with other products
Taking a trial
The evaluation process can lead to:
Building up interest and intention to buy
Losing interest and stopping or postponing the decision process

Intention

Intention to purchase a product leads to the actual act of buying.

Post-Purchase Behaviour

If the customer is satisfied with the product, they may:
Make repeat purchases
Recommend the product to others
If the customer is dissatisfied, they may:
Discontinue further purchases
Build a negative attitude towards the product

Learning

Learning is defined as changes in behaviour that occur through practice and previous experience.
The learning process consists of:
Drive (strong internal stimuli)
Cue (weak stimuli that determine when the buyer will respond)
Response (what the buyer does, i.e., buys or does not buy)
Reinforcement (when a person has a need and is satisfied with the purchase)

Perceptual and Learning Constructs

These constructs are psychological variables that influence the consumer decision process.
They include:
Motives
Attitudes
Perception
Two factors that influence interpretation are:
Stimulus ambiguity (difficulty in understanding the meaning of stimuli)
Perceptual bias (distorting information according to needs and experiences)

The Howarth-Sheth Model of Buyer Behaviour

A simplified version of the model is shown in Figure 20.4.
The model includes inputs, perceptual constructs, learning constructs, and outputs.

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Description

This quiz assesses your understanding of consumer behavior, including need recognition, product awareness, and evaluation. It covers the factors that influence a consumer's choice of a product to satisfy their needs.