Questions and Answers
What are the roles of culture, subculture, and social class?
Culture is the basic cause of wants and behaviors, subculture consists of smaller groups within a culture, and social class groups people based on income, education, and occupation.
Describe the general characteristics of Hispanic consumers.
Hispanic consumers tend to buy more branded, higher-quality products and are very brand loyal. They favor companies that show special interest in them.
What are the differences among social factors like small groups, family, and social roles?
Small groups directly influence purchases, family is the most important consumer buying organization, and status defines the esteem given to a role.
What are the traits described in personality that affect buying behavior?
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Explain Maslow's Hierarchy of Needs.
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What are the four types of buying decision behavior?
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What strategies should marketers use for high-involvement products?
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What are the stages in the buyer decision process?
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What are the stages in the adoption process?
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What product characteristics influence the rate of adoption?
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What role do the four Ps play in consumer behavior?
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Give an example of a cultural shift that may impact marketing.
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Why is the Hispanic market viable for new marketers?
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How might a marketer rely on opinion leaders?
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How does marketing through online social networks differ from traditional marketing?
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Explain why typical husband-dominant or wife-dominant products may no longer be typical.
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What is brand personality?
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Why is selective attention not controllable by marketers?
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How is selective distortion somewhat controllable by marketers?
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What might a marketer do to enhance retention despite selective retention?
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What is the role of marketers in the information search step of consumer decision-making?
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How might marketers reduce postpurchase cognitive dissonance?
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Why should marketers encourage customers to complain about products?
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What strategy should a marketer use if consumers do not perceive a need for a product?
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What are the differences between innovators and early adopters?
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Study Notes
Cultural Influence on Consumer Behavior
- Culture shapes individual wants and behaviors, defining major purchasing motives.
- Subcultures share specific values based on experiences; these can include nationalities, religions, and geographic areas.
- Social class is determined by a combination of factors like occupation, income, and education, and is divided into seven classes in American culture.
Key Subcultures as Markets
- Hispanic consumers prefer branded, high-quality products and exhibit strong brand loyalty.
- African American consumers focus on price, quality, and enjoy shopping and fashion.
- Asian American consumers are the most affluent and tech-savvy, with high brand consciousness.
- Mature consumers have significant disposable income, targeted in travel, high-tech products, and services.
Social Factors Impacting Behavior
- Small groups directly influence purchasing decisions; reference groups can guide attitudes and behaviors.
- The family unit plays a critical role in buying patterns, with evolving influence from children and changing roles of parents.
- Individual roles and status within groups affect consumer choices.
Personality and Buying Behavior
- Personality traits (self-confidence, sociability, etc.) influence brand selection; consumers tend to favor brands reflecting their own traits.
- Example: A sophisticated person may prefer luxury brands like BMW, while a rugged person may lean towards brands like Jeep.
Maslow's Hierarchy of Needs
- Needs are ranked from physiological to self-actualization; lower-level needs must be fulfilled before addressing higher-level needs.
Types of Buying Decision Behavior
- Complex buying behavior occurs with high involvement and perceived product differences.
- Dissonance-reducing behavior happens when consumers feel high involvement but see few distinctions among options.
- Habitual buying involves low involvement, opting for familiar brands, while variety-seeking behavior comprises brand switching.
Strategies for High-Involvement Product Marketing
- Marketers should educate customers about product attributes and motivate influential sales personnel.
- Post-purchase communications are vital to affirm customer decisions and reduce buyer's remorse.
Buyer Decision Process Stages
- Stages include: need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior assessment.
Adoption Process Stages
- Stages include: awareness, interest, evaluation, trial, and adoption, with consumers progressively engaging with new products.
Product Characteristics Affecting Adoption Rate
- Relative advantage, compatibility, complexity, divisibility, and communicability are key characteristics influencing how quickly a product is adopted.
- Products with high relative advantage and compatibility tend to be adopted more quickly.
Role of the Four Ps in Consumer Behavior
- The four Ps (product, price, place, promotion) serve as marketing stimuli that effectively influence consumer choices.
Cultural Shifts Impacting Marketing
- Growing health and fitness concerns have led to increased marketing opportunities for related products like exercise gear.
Targeting the Hispanic Market
- The Hispanic segment is rapidly growing and appreciates brands showing genuine interest, making them attractive for new marketing efforts.
Role of Opinion Leaders in Marketing
- Opinion leaders can sway consumer groups towards brands, enhancing product appeal and trust.
Differences in Social Media Marketing
- Online marketing prioritizes interaction over traditional methods, aiming to integrate into consumers' daily lives.
Changing Family Structures and Buying Roles
- Evolved family dynamics, including women's workforce participation, have reshaped traditional purchasing roles and product preferences.
Understanding Brand Personality
- Brand personality consists of human traits that consumers associate with specific brands, affecting their emotional connection and loyalty.
Selective Attention and Marketing Challenges
- Consumers apply selective attention to filter marketing messages; marketers cannot control this but can attempt to create notable ads.
Selective Distortion and Marketing Opportunities
- Marketers can anticipate how consumer mindsets affect their perceptions, aiming to present ads that resonate with targeted audiences.
Enhancing Selective Retention
- Techniques like dramatic storytelling or humor in advertisements, complemented by repetition, can improve consumer memory of brands.
Marketer's Role in Information Search
- Marketers should provide easily accessible information to guide consumers’ product understanding during their decision-making process.
Reducing Post-Purchase Dissonance
- To alleviate buyer's remorse, marketers should ensure supportive after-sales communication to reassure customers of their decisions.
Encouraging Customer Feedback on Products
- Establishing systems for customer complaints helps marketers gain insights for product improvement and customer satisfaction.
Addressing Perceived Need Gaps
- Marketers should develop campaigns that clearly demonstrate how their products can meet identified consumer needs.
Innovators vs. Early Adopters
- Innovators are risk-takers eager for new ideas, whereas early adopters are more cautious and deliberate before trying new products.
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Description
Explore how culture and social factors shape consumer behavior. This quiz delves into key subcultures and their unique preferences, along with the impact of social class on purchasing motives. Test your understanding of how these dynamics influence marketing strategies and consumer decisions.
