Consumer Markets and Buyer Decision Process
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Questions and Answers

What influences the level of satisfaction or dissatisfaction after a purchase?

  • Previous customer reviews
  • Comparison between expectations and perceived performance (correct)
  • Sales promotions encountered prior
  • The popularity of the product

What is cognitive dissonance in the context of post-purchase behavior?

  • Discomfort caused by post-purchase conflict (correct)
  • A marketing strategy to improve product sales
  • The satisfaction level of a customer's purchase
  • An analysis method for customer expectations

What action should marketers take if consumers do not perceive a need for their product?

  • Launch advertising messages that trigger the need (correct)
  • Lower the price of the product
  • Increase product availability in stores
  • Create loyalty programs

If customers know about a product but have unfavorable attitudes towards it, what should marketers aim to do?

<p>Change the product or change consumer perceptions (D)</p> Signup and view all the answers

Which of the following statements reflects a key difference between types of buying decision behavior?

<p>Consumers use emotional reasoning for high-involvement purchases (C)</p> Signup and view all the answers

What percentage of the population belongs to the middle class in the U.K. and the U.S.A.?

<p>44% (D)</p> Signup and view all the answers

Which social class consists of individuals with inherited wealth?

<p>Upper Uppers (A)</p> Signup and view all the answers

Which group is NOT part of the working class in the U.K. and the U.S.A.?

<p>Upper middles (D)</p> Signup and view all the answers

What is a characteristic of reference groups in affecting consumer behavior?

<p>Can be both primary or secondary (D)</p> Signup and view all the answers

Which factor mainly contributes to being part of the lower lowers social class?

<p>Low education and reliance on public assistance (C)</p> Signup and view all the answers

What percentage of the population is classified as upper lowers?

<p>9% (B)</p> Signup and view all the answers

Which occupational group is considered part of the lower managerial and professional occupations?

<p>Intermediate occupations (B)</p> Signup and view all the answers

Which class represents individuals earning high incomes through exceptional ability?

<p>Upper middles (B)</p> Signup and view all the answers

What defines a consumer market?

<p>All personal consumption of final consumers (B)</p> Signup and view all the answers

Which of the following best describes subcultures?

<p>Groups within a culture sharing similar values due to common life experiences (C)</p> Signup and view all the answers

What is the primary characteristic of social class?

<p>Society's divisions where members share similar values and behaviors (B)</p> Signup and view all the answers

Which factor influences consumer behavior through learned values and perceptions?

<p>Culture (A)</p> Signup and view all the answers

How can consumer purchase behavior be best defined?

<p>The buying behavior of individuals and households for personal consumption (C)</p> Signup and view all the answers

What does the term 'black box' refer to in the context of consumer behavior?

<p>The process behind consumer decision-making (D)</p> Signup and view all the answers

Which of the following is NOT a characteristic of culture that affects consumer behavior?

<p>Inherited traits from ancestors (A)</p> Signup and view all the answers

Which factor could be considered as a determining antecedent of social class?

<p>Average income and educational background (A)</p> Signup and view all the answers

What role within a family is typically responsible for making the final purchasing decision?

<p>Decider (C)</p> Signup and view all the answers

Which of the following best describes aspirational groups?

<p>Groups a person wishes to belong to (A)</p> Signup and view all the answers

What personal factor refers to the stages of a person's growth and development?

<p>Age and life cycle stage (C)</p> Signup and view all the answers

Which of the following defines lifestyle in the context of consumer behavior?

<p>A person's pattern of living expressed through activities and opinions (D)</p> Signup and view all the answers

In consumer buying roles, which role is characterized by suggesting products or influencing others' choices?

<p>Influencer (A)</p> Signup and view all the answers

What distinguishes reference groups from membership groups?

<p>Reference groups influence behavior without direct membership; membership groups involve belonging. (C)</p> Signup and view all the answers

Which marital status generally falls under the 'middle aged' life cycle stage?

<p>Married without children (A)</p> Signup and view all the answers

Which personal factor is NOT typically considered when analyzing consumer behavior?

<p>Social networks (A)</p> Signup and view all the answers

Which behavior involves high involvement in a purchase and significant differences among brands?

<p>Complex buying behavior (B)</p> Signup and view all the answers

What drives consumers in Dissonance-reducing buying behavior?

<p>Good price and convenience (C)</p> Signup and view all the answers

What type of buying behavior is characterized by low involvement and little brand difference?

<p>Habitual buying behavior (A)</p> Signup and view all the answers

Which type of buying behavior involves brand switching for enjoyment or boredom?

<p>Variety-seeking behavior (A)</p> Signup and view all the answers

What is a significant characteristic of complex buying behavior?

<p>Highly self-expressive product (B)</p> Signup and view all the answers

What drives habitual buying behavior?

<p>Brand familiarity (D)</p> Signup and view all the answers

Which factor is a common drive for variety-seeking behavior?

<p>Boredom with current options (C)</p> Signup and view all the answers

In habitual buying behavior, which of the following is a strong motivator?

<p>Limited-time offers (C)</p> Signup and view all the answers

What are the three potential outcomes when a consumer has a need?

<p>Purchase immediately, store the need, or search for information (D)</p> Signup and view all the answers

Which type of source for information is least likely to be considered by consumers?

<p>Cryptic sources that lack credibility or transparency (D)</p> Signup and view all the answers

What distinguishes the expectancy value model from conjunctive and disjunctive models?

<p>Expectancy value model evaluates importance ratings and attributes based on personal preferences (D)</p> Signup and view all the answers

In the evaluation of alternatives, what does 'saliency' refer to?

<p>How prominently a product attribute stands out to the consumer (D)</p> Signup and view all the answers

What can influence a consumer's purchase decision after evaluating alternatives?

<p>Influence from others and situational factors (D)</p> Signup and view all the answers

What role do marketers play in the buyer decision process according to the content?

<p>They seek to understand how consumers gather and trust information (C)</p> Signup and view all the answers

What is a possible risk faced by consumers during the purchase decision stage?

<p>The perception of risk tied to the product's quality or suitability (B)</p> Signup and view all the answers

Which of the following reflects a focus on alternative evaluation by consumers?

<p>Analyzing various product attributes and their importance (B)</p> Signup and view all the answers

Flashcards

Consumer purchase behavior

The buying behavior of people who buy goods and services for their personal use, not for business purposes.

Consumer Market

The market where individuals and households buy goods and services for their own consumption.

Factors affecting consumer behavior

Factors like culture, social class, family, reference groups, and personal characteristics that influence a person's buying behavior.

Culture

A set of learned values, perceptions, beliefs, and behaviors shared by members of a society.

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Subculture

Groups within a culture with shared value systems based on their common experiences and situations.

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Social Class

Relatively permanent divisions in a society based on shared values, interests, and behaviors.

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Buyer decision process

The process a consumer goes through when making a purchase decision, from need recognition to post-purchase behavior.

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Types of buying decision behavior

Different types of buying decisions that consumers make, based on the level of involvement and effort involved in the purchase.

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Reference groups

Groups that influence our behavior.

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Primary reference groups

Groups we have consistent, direct and close interactions with; like family or close friends.

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Secondary reference groups

Groups we have less frequent, indirect interactions with, like professional groups or online communities.

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Upper class

The upper class is characterized by significant wealth, high social status, and typically holds inherited wealth or high positions in society.

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Middle class

The middle class comprises a diverse group, generally characterized by a comfortable lifestyle, professional positions, and good education.

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Working class

The working class is characterized by less wealth, typically holds blue-collar jobs, and focuses on maintaining a stable lifestyle.

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Lower class

The lower class has the least financial resources and often faces challenges like poverty and unemployment.

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Aspirational Groups

Groups that an individual aspires to belong to, influencing their desires and preferences.

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Membership Groups

Groups that have direct influence on a person's behavior and decisions, including family, friends, and colleagues.

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Family

The most significant consumer buying organization in society, composed of individuals directly related to each other.

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Family of Orientation

The family a person is born into, providing initial values and perspectives.

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Family of Procreation

The family formed by marriage and having children, shaping future consumer choices.

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Initiator

The individual who first recognizes a need or wants a product or service.

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Influencer

The individual whose opinions or advice influence the final purchase decision.

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Post-Purchase Satisfaction

The feeling of satisfaction or disappointment a customer experiences after buying and using a product.

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Expectation-Performance Gap

The difference between a customer's expectations and their perceived performance of a product after the purchase.

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Cognitive Dissonance

The mental discomfort a customer feels after making a purchase, especially if they had doubts or uncertainties.

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Word-of-Mouth (WOM)

The impact of a customer's experience on their future buying decisions and their recommendations to others.

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Information Search in Buyer Decisions

Consumers actively seek information about a product or service to address a need, exploring various sources like personal recommendations, commercial advertising, public media, and hands-on experiences.

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Attribute Importance in Buyer Decisions

This refers to how much importance a consumer attaches to a specific characteristic or attribute of a product or service. For example, a consumer might consider price, brand, or quality as important factors in their choice.

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Expectancy Value Model

This is a model of consumer choice that predicts purchase decisions based on the sum of individual attributes and their perceived importance. The higher the total score, the more likely the product will be chosen.

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Conjunctive Model

A consumer considers a product only if it possesses a specific feature, regardless of other factors.

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Disjunctive Model

A consumer chooses a product that scores high in certain specific features, even if it doesn't excel in all areas.

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Evaluation of Alternatives

The process where consumers compare different brands and options based on their individual needs and priorities, considering various attributes and their importance.

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Purchase Decision

A consumer buys their preferred product after evaluating various options. However, the purchase may be delayed or influenced by social pressure and situational factors.

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Perceived Risk

The risk that consumers perceive in making a purchase, including potential financial loss, negative social repercussions, or disappointment with product performance.

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Complex Buying Behavior

A purchase decision involving high involvement, significant brand differences, and high-value, risky, or infrequent products. These products are often highly self-expressive, reflecting a person's personality or values.

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Dissonance-Reducing Buying Behavior

A purchase decision involving high involvement, but with less perceived difference between brands. Consumers prioritize price, convenience, and brand recognition to reduce post-purchase dissonance (doubt or regret).

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Habitual Buying Behavior

A purchase decision involving low involvement and little perceived difference between brands. Consumers often purchase based on habit or familiarity rather than strong preference. Price and promotions are key drivers.

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Variety-Seeking Buying Behavior

A purchase decision involving low involvement but with significant perceived differences between brands. Consumers enjoy trying new products out of boredom or a desire for variety. This often leads to brand switching.

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Strategies for Habitual Buying

Marketing strategies aimed at encouraging habitual buying behavior by building brand familiarity and making products readily available.

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Strategies for Variety-Seeking

Marketing strategies aimed at encouraging variety-seeking behavior by offering lower prices, deals, coupons, free samples, and advertising focused on the excitement of trying something new.

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Study Notes

Consumer Markets

  • Characteristics affecting consumer behavior are examined.
  • A consumer market is defined as all personal consumption by final consumers, differentiated from industrial/institutional/organizational markets.
  • Consumer purchase behavior is the buying behavior of final consumers.

Buyer Decision Process

  • A process with five stages
  • Need recognition
  • Information search
  • Evaluation of alternatives
  • Purchase decision
  • Postpurchase behavior
  • The buyer decision process begins with need recognition – a difference between current state and desired state.
  • Factors triggering need recognition fall into internal stimuli (like hunger) and external stimuli (like advertising).
  • During the information search stage consumers seek relevant information, using personal, commercial, public, and experiential sources.
  • During the evaluation of alternatives stage, consumers examine the available options and rank them based on various attributes.
  • Purchase decision is made when the most preferred option is selected, though it may be delayed.
  • This stage is influenced by others, and situational factors.
  • Post purchase behavior involves consumer satisfaction judging the purchase outcome based on perceived performance versus expectations.

Types of Buying Decisions

  • Consumer decisions vary based on high/low involvement and number of differences between product brands
  • Complex buying behaviour describes high involvement, significant differences between brands, expensive products, infrequent purchase, and highly self-expressive.
  • Dissonance-reducing buying behaviour involves high involvement, few differences between brands, expensive products and infrequent purchase.
  • Habitual buying behavior: low involvement and few perceived differences.
  • Variety-seeking buying behavior: low involvement products, and significant perceived differences between brands.

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Related Documents

Strategic Marketing Consumer Markets PDF

Description

Explore the dynamics of consumer markets and the various characteristics that influence consumer behavior. This quiz delves into the five stages of the buyer decision process, from recognizing needs to postpurchase evaluation. Test your understanding of how consumers make purchasing decisions and the factors that affect their behavior.

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