Consumer Behavior & Social Influences
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How are subcultures best defined in consumer behavior?

  • Groups of people with shared experiences and value systems. (correct)
  • Groups based solely on income levels.
  • Individuals representing personal preferences in purchasing.
  • Entire nations classified by geographical location.

    • What are major influences of social class on consumer behavior?

  • Shared values, interests, and buying behaviors. (correct)
  • Advertising campaigns targeting specific demographics.
  • Online shopping preferences driven by technological factors.
  • Personal experiences shaped by family traditions.

    • Which statement accurately describes the role of groups in consumer behavior?

  • Only membership groups have a direct influence on buying decisions.
  • Groups have little to no effect on consumer purchasing.
  • Both membership and reference groups influence consumer attitudes and behaviors. (correct)
  • Reference groups are limited to familial relations.

    • What role do opinion leaders play in consumer behavior?

    <p>They influence others through their specialized skills and knowledge.</p> Signup and view all the answers

    What is the primary importance of family in consumer buying behavior?

    <p>Family serves as the most important buying organization.</p> Signup and view all the answers

    How does social influence manifest through groups?

    <p>With exposure and pressure to conform.</p> Signup and view all the answers

    What characterizes a successful reference group for a consumer?

    <p>It serves as a point of comparison for forming attitudes.</p> Signup and view all the answers

    Which factor is NOT considered in measuring social class?

    <p>Personal interests and hobbies.</p> Signup and view all the answers

    What does selective attention refer to in consumer behavior?

    <p>The tendency to screen out most of the information to which one is exposed.</p> Signup and view all the answers

    How does selective distortion affect consumer behavior?

    <p>It encourages consumers to forget negative information about brands they favor.</p> Signup and view all the answers

    What characterizes an attitude in consumer behavior?

    <p>A favorable or unfavorable evaluation that influences behavior.</p> Signup and view all the answers

    Which of the following is an example of changing consumer attitudes through marketing?

    <p>The milk moustache campaign featuring various celebrities.</p> Signup and view all the answers

    What is a belief in the context of consumer behavior?

    <p>A descriptive thought a person holds about something.</p> Signup and view all the answers

    What does selective retention suggest about consumer memory?

    <p>People tend to forget good points about brands they do not favor.</p> Signup and view all the answers

    The ability of marketers to shape consumer wants is an example of which concept?

    <p>Perception.</p> Signup and view all the answers

    Why are attitudes considered difficult to change in consumer behavior?

    <p>They are based on personal experiences that are rarely altered.</p> Signup and view all the answers

    What is the primary group that constitutes the consumer market?

    <p>Individuals and households buying for personal use</p> Signup and view all the answers

    Which factor is considered the most basic influence on a person's wants and behaviors?

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

    What are subcultures defined by?

    <p>Distinctive cultural beliefs and practices</p> Signup and view all the answers

    How do people's roles and statuses influence their purchasing decisions?

    <p>They guide choices toward products that align with societal expectations.</p> Signup and view all the answers

    How does culture impact consumer behavior?

    <p>By establishing basic values and perceptions</p> Signup and view all the answers

    Which factor is primarily linked to understanding consumer behavior according to personal factors?

    <p>Self-concept</p> Signup and view all the answers

    At which stage does a consumer recognize a need in the buyer decision process?

    <p>Need recognition</p> Signup and view all the answers

    Which of the following best describes the term 'grey power' in relation to consumer behavior?

    <p>The influence of older consumers in the marketplace.</p> Signup and view all the answers

    Why is understanding consumer buyer behavior important for companies?

    <p>To enhance advertising effectiveness</p> Signup and view all the answers

    Which psychological factor is essential for companies to grasp in order to cater effectively to their customers?

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

    Which of the following is NOT classified as a factor influencing consumer behavior?

    <p>Product pricing</p> Signup and view all the answers

    What primarily differentiates the lifestyles of people within the same social class?

    <p>Personality and self-concept</p> Signup and view all the answers

    Which of the following describes the

    <p>A division of society based on shared values and interests</p> Signup and view all the answers

    How is personality defined in the context of consumer behavior?

    <p>By a person's unique psychological traits.</p> Signup and view all the answers

    What impact does economic situation have on consumer choices?

    <p>It affects sensitivity to price and brand selection.</p> Signup and view all the answers

    What is the concept of 'LOHAS' primarily related to?

    <p>Conscious consumerism focusing on lifestyle and health.</p> Signup and view all the answers

    What initiates the buyer decision process?

    <p>Need recognition</p> Signup and view all the answers

    Which type of information source is considered the most effective according to consumer behavior studies?

    <p>Personal sources</p> Signup and view all the answers

    Which stage of the buyer decision process involves forming purchase intentions?

    <p>Evaluation of alternatives</p> Signup and view all the answers

    What external stimuli can influence need recognition?

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

    What is the primary purpose of the postpurchase behavior stage?

    <p>To assess the satisfaction with the purchase</p> Signup and view all the answers

    Which of the following is NOT a source of information during the buying process?

    <p>Economic trends</p> Signup and view all the answers

    Which attribute is commonly evaluated in the buyer decision process when purchasing consumer electronics?

    <p>Price characteristics</p> Signup and view all the answers

    What impact does word-of-mouth have during the information search stage?

    <p>It is a significant and informative source.</p> Signup and view all the answers

    What is the first stage in the Buyer Decision Process?

    <p>Need recognition</p> Signup and view all the answers

    Which factor can directly influence the purchase decision after intentions are formed?

    <p>Attitudes of others</p> Signup and view all the answers

    What occurs when product performance exceeds customer expectations?

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

    How do satisfied customers typically behave in terms of word-of-mouth?

    <p>They promote the product positively.</p> Signup and view all the answers

    Which is an example of an unexpected situational factor that can influence a purchase decision?

    <p>Family crisis</p> Signup and view all the answers

    Study Notes

    Consumer Markets and Consumer Buyer Behavior

    • Consumer buyers are individuals and households who buy goods and services for personal use.
    • The consumer market is made up of these individuals and households.
    • Consumer buyer behavior is the process that these final consumers go through to make buying decisions.
    • There are other purposes for consumers' buying (business market) that are discussed in another chapter.

    Factors Influencing Consumer Behavior

    • Cultural Factors: These encompass the most basic influence on consumer behavior. They shape a person's needs and wants.
      • Culture is learned through family, church, school, peers, and other sources.
      • Culture reflects underlying values, perceptions, wants, and behaviors.
      • Cultural shifts open possibilities for new products or change how people behave.
      • Subculture is a group within a larger culture with shared values and experiences (nationalities, religions, racial groups, geographic regions).
      • Social class is a society's divisions with similar values, interests, and behaviors and is measured by occupation, income, education, wealth, and other variables.
    • Social Factors: These factors also influence consumer buying behavior.
      • Membership groups have a direct influence on consumer behavior (belonging).
      • Reference groups provide a point of comparison in forming attitudes and purchasing decisions.
      • Families are an important buying organization and are influential on children, seniors (pester power, grey power).
      • Roles and status within a family or organization influence product choices.
    • Personal Factors: These factors are crucial in consumer behavior.
      • Age and life-cycle stage: These factors change over time and affect purchasing decisions.
      • Occupation: A person's occupation shapes their wants and needs, influencing clothing, for example.
      • Economic situation: Disposable income, savings, debts, and assets affect product choices and brand preferences.
      • Lifestyle: Reflects a person's pattern of living as expressed in their activities, interests, and opinions. People in the same subculture, social class, and occupation might have different lifestyles.
      • Personality and self-concept: People reflect their identities in their purchases. "We are what we buy/have." Brand personality can link to product choice.

    Psychological Factors

    • Motivation: These are the underlying drives that motivate consumers to act. They include needs (physiological, safety, social, esteem, and self-actualization).
    • Perception: How consumers select, organize, and interpret information.
      • Selective attention: Consumers screen out most information.
      • Selective distortion: Consumers interpret information to fit their beliefs.
      • Selective retention: Consumers remember information from brands they support more readily.
    • Learning: This helps us develop our attitudes and beliefs.
    • Beliefs and attitudes: These influence a person's evaluations, feelings, and actions. Beliefs are descriptive thoughts, while attitudes are favorable or unfavorable evaluations and feelings.

    Buyer Decision Process

    • Need Recognition: Buyers realize their need or want and are ready to make a purchase.
    • Information Search: This stage includes internal searches (memory of past experiences) and external searches (commercial sources, public sources, experiential sources like word-of-mouth, and opinion leaders).
    • Evaluation of Alternatives: Consideration of different brands, features, price, and other factors.
    • Purchase Decision: Decision on which product to buy.
    • Postpurchase Behavior: Evaluation of the product after purchase (satisfaction/dissatisfaction). Unexpected situational factors and attitudes of others can influence purchase intent and the actual purchase.
      • Satisfaction is crucial. Product performance vs. expected performance is critical for the success of a company.

    Important Considerations

    • Marketing in Action: Studying real-world examples of marketing strategies and their success (e.g., "Dog-not-Eat" in Hangzhou, National Fluid Milk Processor's "Got Milk?" campaign, consumer stories like Ms. Peng's purchase decision around the first state trip).
    • The Model of Consumer Behavior: The presentation introduces an overview of the model.
    • The importance of understanding consumer buying behavior: Understanding various influences can help marketers tailor their products or services to better meet consumer needs.

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    Related Documents

    Chapter 5 - Consumer Markets and Buyer Behavior PDF

    Description

    This quiz delves into the intricacies of consumer behavior, focusing on the impact of subcultures, social class, groups, and family. Discover how social influences, reference groups, and opinion leaders play crucial roles in shaping consumer attitudes and behaviors. Test your knowledge of key concepts such as selective attention and memory retention.

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