Consumer Behaviour

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Questions and Answers

What was the result of companies that did not monitor consumer behavior in the gluten-free market?

They were left behind in releasing gluten-free products (correct)

They gained significant market share

They were able to anticipate changes in consumer wants

They did not experience any change in their market share

What are the three key factors that affect consumer behavior?

Cultural, social, and economic

Demographic, geographic, and psychographic

Psychological, personal, and environmental

Psychological, personal, and social (correct)

What is one way psychological factors influence consumer behavior?

Through a person's social class

Through a person's perception of a need or situation (correct)

Through a person's occupation and education

Through a person's age and gender

What is an example of a personal factor that influences consumer behavior?

A person's unique habits and interests Signup and view all the answers

How do social factors influence consumer behavior?

Through a person's social interactions and social class Signup and view all the answers

What can be an outcome of anticipating changes in consumer wants?

An increase in market share Signup and view all the answers

How do marketers ensure their campaigns appeal to their target audience?

By taking psychological factors into account Signup and view all the answers

What is an example of how age can influence consumer behavior?

An older person will likely exhibit different consumer behavior than a younger person Signup and view all the answers

What is the primary goal of marketers in understanding consumer behaviour?

To identify which products are needed in the marketplace and how to present them to consumers Signup and view all the answers

What is the role of the consumer in the marketplace according to the perspective of role theory?

As an information provider, user, payer, and disposer Signup and view all the answers

What is the definition of consumer behaviour according to Engel, Blackwell, and Mansard?

The actions and decision processes of people who purchase goods and services for personal consumption Signup and view all the answers

What is the outcome of understanding consumer behaviour in the marketplace?

Identifying opportunities that are not currently met Signup and view all the answers

What is an example of a change in consumer behaviour?

The dramatic increase in demand for gluten-free products Signup and view all the answers

What is the importance of understanding consumer behaviour to companies?

It is critical to know how potential customers will respond to a new product or service Signup and view all the answers

What is consumer behaviour according to Ralph Waldo Emerson?

Every man is a consumer, and ought to be a producer Signup and view all the answers

What is the benefit of companies monitoring changes in consumer behaviour?

They can create products that meet the needs of consumers Signup and view all the answers

Study Notes

Definition and Scope of Consumer Behaviour

Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.

Perspectives on Consumer Behaviour

The role theory perspective assumes that consumers play various roles in the marketplace, including information provider, user, payer, and disposer.

Definitions of Consumer Behaviour

Engel, Blackwell, and Mansard define consumer behaviour as the actions and decision processes of people who purchase goods and services for personal consumption.
Louden and Bitta define consumer behaviour as the decision process and physical activity, which individuals engage in when evaluating, acquiring, using or disposing of goods and services.

Importance of Understanding Consumer Behaviour

It is critical to understand consumer behaviour to know how potential customers will respond to a new product or service.
Understanding consumer behaviour helps companies identify opportunities that are not currently met.

Example of Change in Consumer Behaviour

A recent example of a change in consumer behaviour is the increase in demand for gluten-free (GF) products, driven by changes in eating habits.

Factors Affecting Consumer Behaviour

Psychological Factors

Psychological factors that affect consumer behaviour include perception of a need or situation, ability to learn or understand information, and individual attitudes.

Personal Factors

Personal factors that affect consumer behaviour include characteristics that are specific to a person, such as decision-making style, habits, interests, and opinions.
Age, gender, background, culture, and other personal issues also influence personal factors.

Social factors that affect consumer behaviour include social influencers, such as family, social interaction, work or school communities, and social class, which involves income, living conditions, and education.

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Description

Understanding consumer actions and motives in the marketplace, including the selection, purchase, use, and disposal of goods and services.