Consumer Behavior Chapter
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Questions and Answers

Which demographic groups have lower broadband adoption levels?

  • Middle-aged adults, middle income, middle educational levels
  • Older adults, lower income, lower educational levels (correct)
  • Younger adults, higher income, higher educational levels
  • All demographics have equal broadband adoption levels

    • What is the primary reason consumers shop online?

  • To socialize with others
  • To compare prices
  • For convenience (correct)
  • For entertainment purposes

    • What is the first stage in the consumer decision process?

  • Awareness of need (correct)
  • Actual purchase decision
  • Evaluation of alternatives
  • Post-purchase contact with firm

    • What is the current era of marketing?

    <p>Triple-bottom-line era</p> Signup and view all the answers

    What is the primary focus of the production orientation in marketing?

    <p>Efficient production and distribution</p> Signup and view all the answers

    What is an example of a product developed with a production orientation?

    <p>Model T</p> Signup and view all the answers

    What is the role of social emulation in consumption decisions?

    <p>It increases purchasing decisions</p> Signup and view all the answers

    What is the term for researching online and purchasing offline?

    <p>Webrooming</p> Signup and view all the answers

    What led businesses to focus on one-time sales of goods after World War II?

    <p>Production capacity exceeding demand</p> Signup and view all the answers

    What is the main focus of the marketing concept?

    <p>Customer satisfaction</p> Signup and view all the answers

    What is the goal of Total Quality Management (TQM)?

    <p>Improving product quality</p> Signup and view all the answers

    What is the main focus of the Triple-Bottom-Line Era?

    <p>All of the above</p> Signup and view all the answers

    What is the main goal of sustainability in marketing?

    <p>Meeting present needs without compromising future generations</p> Signup and view all the answers

    What is the estimated percentage of Internet users who shop online?

    <p>About 92.5%</p> Signup and view all the answers

    What influences nearly two-thirds of all U.S. retail sales?

    <p>Online research</p> Signup and view all the answers

    What is the main focus of service dominant logic?

    <p>Customer experience</p> Signup and view all the answers

    Study Notes

    Inequalities in Broadband Access

    • Older adults, lower-income individuals, and those with lower educational levels have lower broadband adoption levels
    • Non-broadband households still access the Internet via mobile or other locations

    Community Effects

    • Neighborhood effects and social emulation influence consumption decisions
    • Being part of social networks affects purchasing decisions
    • Research online, purchase offline (webrooming) increases due to social emulation

    Consumer Behavior Models

    • Study of consumer behavior is a social science discipline
    • Aims to predict or explain a wide range of consumer decisions
    • Based on demographic factors and intervening variables

    Online Consumer Profiles

    • Convenience is the primary reason for online shopping

    Five Stages of the Consumer Decision Process

    • Awareness of need
    • Search for more information
    • Evaluation of alternatives
    • Actual purchase decision
    • Post-purchase contact with the firm

    General Online Behavior Model

    • User characteristics
    • Product characteristics
    • Website features: latency, usability, security
    • Attitudes towards online purchasing
    • Perceptions about control over the Web environment
    • Clickstream behavior

    Eras of Marketing

    • Production Era: emphasized efficient production and distribution
    • Sales Era: focused on aggressive promotional activities
    • Relationship Era: emphasized satisfying customers' needs and wants
    • Triple-Bottom-Line Era: seeks to maximize financial, social, and environmental bottom lines
    • Sustainability: designing and manufacturing to meet present needs without compromising future generations
    • Green marketing: supports environmental stewardship and creates a differential benefit
    • Emerging trends: user-generated content, branded content, corporate citizenship, Big Data, mobile marketing, Artificial Intelligence, Internet of Things (IoT), infinite media market, customer experience (CX), influencer marketing, and service dominant logic

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    Description

    This quiz covers consumer behavior, focusing on broadband and mobile internet access, digital inequalities, and social influences on purchasing decisions.

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