Podcast
Questions and Answers
What are the main emotional, cognitive, and behavioral aspects of consumer behavior?
What are the main emotional, cognitive, and behavioral aspects of consumer behavior?
Consumer behavior encompasses emotions associated with product choices, cognitive processes in decision-making, and the behaviors exhibited during the use and disposal of products.
How does complex buying behavior differ from dissonance-reducing buying behavior?
How does complex buying behavior differ from dissonance-reducing buying behavior?
Complex buying behavior involves high consumer involvement with perceived brand differences, while dissonance-reducing buying behavior has high involvement but low perceived differences, focusing on post-purchase reassurance.
Why do consumers engage in habitual buying behavior, and what marketing approach is recommended?
Why do consumers engage in habitual buying behavior, and what marketing approach is recommended?
Consumers engage in habitual buying behavior due to low involvement and familiarity with brands; marketers should focus on repetitive advertising and ensuring brand visibility.
What influences a consumer's decision to split purchases among various stores?
What influences a consumer's decision to split purchases among various stores?
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How do variety-seeking consumers behave, and what marketing strategy can be employed to attract them?
How do variety-seeking consumers behave, and what marketing strategy can be employed to attract them?
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Study Notes
Trade and Consumer Behavior
- Everyday items originate from diverse global locations
- Consumers' purchasing decisions are influenced by the products' global journey
- Consumer behavior examines how people pick, use, and discard products and services, considering their emotions, thoughts, and actions.
What is Consumer Behavior?
- Consumer behavior observes how people choose, use and discard products and services
- It includes emotional, cognitive, and behavioral reactions
Factors Influencing Consumer Decisions
- Marketing campaigns
- Economic conditions
- Personal preferences
- Group influence
- Purchasing power
- Technological factors
Types of Consumer Behavior
- Complex Purchasing Behavior: High consumer involvement and perceived differences between brands; detailed information, brand comparisons, and emphasis on differentiation are required
- Dissonance-Reducing Purchasing Behavior: High consumer involvement but few perceived differences; emphasize benefits and reduce post-purchase doubts (dissonance) with strong after-sales support
- Habitual Purchasing Behavior: Low consumer involvement and minimal brand differences; focus on brand familiarity, repetitive advertising, and shelf visibility are effective
- Variety-Seeking Behavior: Low consumer involvement, but perceived differences; encourage product trial through promotions and unique features
Customer Behavior Patterns
- Place of Purchase: Customers may split purchases across stores, even when all items are available in one location. Understanding preferences for specific brands is key.
- Method of Purchase: Customers can purchase in-store or online, impacting spending (additional charges like shipping).
- Time and Frequency of Purchase: Customer expectations for service availability, especially during e-commerce, necessitate aligning with different consumer frequency patterns and seasonal/regional variations.
- Items Purchased: Essential items are often bought in bulk, whereas luxury items are typically purchased less frequently and in smaller quantities. Factors such as perishability, purchasing power, and price influence the quantity of each item purchased.
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Description
Explore the dynamics of consumer behavior and how global trade influences purchasing decisions. This quiz delves into factors affecting consumer choices, types of consumer behavior, and the emotional and cognitive aspects behind these decisions. Test your knowledge on how different strategies and conditions shape the market landscape.
