Consumer Behaviour Introduction

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Questions and Answers

What is a key reason for a company to understand consumer behavior?

To develop a universal marketing message for all demographics

To extend business overseas (correct)

To determine the exact pricing strategy for all products

To eliminate competition in the market

Which stage of the consumption process involves evaluating the product's performance after purchase?

Postpurchase stage (correct)

Post-decision stage

Purchase stage

Pre-purchase stage

In the context of consumer behavior, what are 'wants' categorized as?

Fixed biological requirements

Flexible preferences driven by consumer context (correct)

Necessary survival elements that create tension

Stable demands that do not change over time

According to the consumption process, what primarily influences the consumer's attitude during the pre-purchase stage?

Product packaging and placement Signup and view all the answers

What percentage of customers typically account for the majority of profits in a business?

20% Signup and view all the answers

What is the primary focus of the marketer's perspective during the purchasing stage?

To understand the situational factors that affect consumer decisions Signup and view all the answers

What aspect characterizes the consumption behavior of consumers regarding their product choices?

Consumers are influenced by both their needs and market stimuli Signup and view all the answers

Which statement best describes the nature of 'needs' in consumer behavior?

Needs are biological requirements that can create tension when lacking Signup and view all the answers

What is a critical aspect that influences consumers' decision-making during the purchase stage?

Temporal factors and store displays Signup and view all the answers

Which statement best reflects the process involved in consumer behavior?

Consumers engage in a process of selecting, using, and disposing of products. Signup and view all the answers

How should companies categorize their marketing efforts based on consumer behavior?

Target the most profitable 20% of customers. Signup and view all the answers

What primarily motivates the creation of wants in consumer behavior?

Environmental variables and individual preferences. Signup and view all the answers

In what way does the post-purchase stage impact consumer behavior?

It determines the potential for repeat purchases. Signup and view all the answers

During which part of the consumption process do consumers actively gather information about alternatives?

Pre-purchase. Signup and view all the answers

What role do biological needs play in consumer behavior?

They create inherent tension that motivates action. Signup and view all the answers

What is one way marketers can influence a consumer's attitude during the pre-purchase stage?

By using targeted advertising and promotions. Signup and view all the answers

Which factor is least likely to influence the consumer's decision-making process during purchasing?

The historical performance data of the product. Signup and view all the answers

Why is it critical for businesses to understand the consumption process from the consumer's perspective?

To enhance the overall customer experience at each stage. Signup and view all the answers

What is the primary reason people buy products like Peeps?

For the cultural and personal meanings they represent. Signup and view all the answers

Which factor most significantly influences brand preference among consumers?

The lifestyle statement made by the brand's image. Signup and view all the answers

What role does consumer bonding play in the context of brand choices?

It allows shared experiences and connections among like-minded individuals. Signup and view all the answers

How do consumers perceive products like Nike compared to their competitors?

As extensions of their personal identity. Signup and view all the answers

What is the significance of the 'swoosh' logo for consumers of Nike?

It indicates a lifestyle choice and personal statement. Signup and view all the answers

Why do devoted fans of certain products engage in activities like photographing or creating sculptures with Peeps?

To explore and express their personal attachment to the product. Signup and view all the answers

How does the shelf life of 2 years impact the consumption of products like Peeps?

It provides consumers with time to engage in creative uses and appreciation. Signup and view all the answers

What underlying factor often drives consumer choice between competing brands?

The emotional and personal significance tied to brand imagery. Signup and view all the answers

What distinguishes hedonic needs from utilitarian needs in consumer behavior?

Hedonic needs fulfill the desire for excitement and fantasy. Signup and view all the answers

How can a company best convince consumers that its products meet their needs?

By providing a variety of alternatives that promise to satisfy specific goals. Signup and view all the answers

What role do personal and cultural factors play in the emergence of wants from needs?

They shape the specific ways in which needs are expressed. Signup and view all the answers

What might drive an individual to satisfy a basic need like hunger differently?

Personal choices influenced by cultural tastes. Signup and view all the answers

In what way does the concept of motivation relate to consumer product choices?

Motivation influences the direction and strength of purchasing behavior. Signup and view all the answers

Which of the following best exemplifies a hedonic need in a consumer purchase decision?

Selecting a decadent dessert for a special occasion. Signup and view all the answers

What is the significance of the direction of motives in consumer behavior?

It reflects how consumers aim to fulfill their specific needs. Signup and view all the answers

When a consumer selects a brand of jeans, what underlying motivation might influence their decision?

The desire for social admiration and status associated with the brand. Signup and view all the answers

What is the primary difference between utilitarian and hedonic needs in consumer behavior?

Utilitarian needs aim to satisfy practical benefits, whereas hedonic needs are more about emotional experiences. Signup and view all the answers

How does drive theory explain consumer motivation?

Drive theory suggests that unpleasant states of arousal lead to compensatory behaviors. Signup and view all the answers

What does expectancy theory suggest concerning consumer behavior?

Expectancy theory indicates that expectations about positive outcomes influence consumer choices. Signup and view all the answers

What is the relationship between tension and consumer drive according to the content?

Arousal from tension stimulates a drive that motivates action. Signup and view all the answers

What common behavior contradicts the principles of drive theory?

People often delay gratification even when experiencing hunger. Signup and view all the answers

What does the term 'productivity orientation' refer to in consumer behavior?

A focus on achieving experiences on a bucket list Signup and view all the answers

Which of the following needs describes the desire to connect with others?

Need for affiliation Signup and view all the answers

What primarily drives the urgency a consumer feels to satisfy a need?

The degree of tension created by the gap between the current state and the goal. Signup and view all the answers

What motivational factor influences individuals with a high need for achievement in their product choices?

Their desire to showcase personal success Signup and view all the answers

What outcome often occurs when a behavior successfully reduces a drive, according to the content?

The consumer is less likely to repeat that behavior in the future. Signup and view all the answers

According to the content, what key factor currently influences explanations of motivation more than biological needs?

Cognitive factors, including thought processes and expectations. Signup and view all the answers

Which product type is most likely to appeal to consumers with a high need for power?

Muscle cars and loud boom boxes Signup and view all the answers

In which scenario would an individual likely demonstrate a high need for affiliation?

Participating in a team sports event Signup and view all the answers

Which concept outlines the relationship between specific consumer behaviors and psychogenic needs?

Henry Murray's psychogenic needs inventory Signup and view all the answers

How might consumers with a high need for achievement behave when selecting apparel?

They choose items that reflect business professionalism Signup and view all the answers

What is a possible outcome for consumers with a strong productivity orientation when trying new experiences?

They see experiences as tasks to complete Signup and view all the answers

Study Notes

Session 1: Introduction to Consumer Behaviour

Companies should understand consumer behaviour to expand businesses overseas and understand consumer perception of brands and products.
Consumer behaviour involves understanding how consumers buy products, including considerations like packaging design.
Consumer behaviour analysis studies how individuals or groups select, purchase, use, and dispose of products, services, ideas, and experiences.
Consumers are individuals, buying items for personal use, or for resale.
Companies should understand consumer behaviour to understand consumers' "real" perception of brand/product.

Stages in Consumer Insight

Consumers go through stages before, during and after purchasing a product
Pre-purchase stage: consumer decides whether or not a product is needed. They find sources of information to select suitable alternatives. Factors like the time of day or store display can affect purchase decisions.
Purchasing stage: This process can be stressful (or pleasant). Consumers evaluate product value and other factors. Consumers determine product value and how a product fits their sense of self.
Post-purchase stage: consumer evaluates whether the product met the expectation. Did it give pleasure or was it as expected? Consumers determine whether the product met expectations and if there were any issues concerning the purchase. How a product is disposed of and the environmental impact are important considerations. Environmental impact of product disposal is crucial.

Consumer Perspective

20% of products generate 80% of profits.
Companies should focus on high-value customers to optimize marketing efforts.
Companies target 20% of customers who generate the most profits as these are the most valuable to the business.
Companies can optimize their marketing efforts by concentrating on valuable customers.

Marketing and Needs

Marketing can involve creating customer needs, and these can be biological (e.g hunger).
Needs can be influenced by comfort or other factors both within and external to consumers, and not every need is a priority. Products that help customers meet a need can be more successfully sold.
Ways of satisfying needs are not always constant and can depend on the environment, and the consumer
Current needs are important to marketing success.
How products are disposed of and the environmental impact are important considerations in consumer behaviour.

Hierarchy of Needs

A pyramid model that illustrates self-fulfillment needs and deficiency needs.
The hierarchy shows that consumers' needs vary in types and severity and can affect purchase decisions.
Understanding a consumer's needs is crucial for successful marketing.
Understanding consumers' needs is vital for effective marketing, as products should meet critical needs. For example, Google Glass failed because it did not effectively address a real need.

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Description

This quiz explores the fundamentals of consumer behaviour, including how consumers make decisions before, during, and after purchasing products. It highlights the importance of understanding consumer perception for business expansion and success. Dive into the stages of consumer insight and enhance your knowledge on the subject.