Podcast
Questions and Answers
What is a significant factor influencing consumer behavior related to the environment they are part of?
What is a significant factor influencing consumer behavior related to the environment they are part of?
Which of the following best describes the role of personal factors in consumer decision-making?
Which of the following best describes the role of personal factors in consumer decision-making?
How do subcultures influence consumer behavior?
How do subcultures influence consumer behavior?
Which psychological factor affects consumer behavior by influencing needs and desires?
Which psychological factor affects consumer behavior by influencing needs and desires?
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What role does social class play in consumer behavior?
What role does social class play in consumer behavior?
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Which of these does NOT represent a buyer's psychological factor?
Which of these does NOT represent a buyer's psychological factor?
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What is the overall impact of external and internal influencers on buying decisions?
What is the overall impact of external and internal influencers on buying decisions?
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How do family roles affect consumer purchasing decisions?
How do family roles affect consumer purchasing decisions?
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What primarily defines a subculture?
What primarily defines a subculture?
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Which factor includes 'Pester Power' as a marketing consideration?
Which factor includes 'Pester Power' as a marketing consideration?
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The 'My Black is Beautiful' campaign focused on which of the following?
The 'My Black is Beautiful' campaign focused on which of the following?
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Which of the following best describes membership groups?
Which of the following best describes membership groups?
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Procter & Gamble received which accolades for 'The Talk' campaign?
Procter & Gamble received which accolades for 'The Talk' campaign?
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What are aspirational groups characterized by?
What are aspirational groups characterized by?
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In terms of social factors, what do reference groups provide?
In terms of social factors, what do reference groups provide?
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Which of these statements about culture is true?
Which of these statements about culture is true?
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What does personality primarily refer to in the context of consumer behavior?
What does personality primarily refer to in the context of consumer behavior?
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Which of the following best describes attitudes in relation to consumer behavior?
Which of the following best describes attitudes in relation to consumer behavior?
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Selective attention refers to which of the following?
Selective attention refers to which of the following?
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In Maslow's hierarchy of needs, which level is related to self-fulfillment?
In Maslow's hierarchy of needs, which level is related to self-fulfillment?
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What is the primary focus of consumer buyer behavior?
What is the primary focus of consumer buyer behavior?
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What psychological factor influences the way individuals interpret information?
What psychological factor influences the way individuals interpret information?
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Which of the following describes the 'glass-self' concept?
Which of the following describes the 'glass-self' concept?
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Which of the following is NOT considered a physiological need in Maslow's hierarchy?
Which of the following is NOT considered a physiological need in Maslow's hierarchy?
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What is the first step in the consumer purchase decision-making process?
What is the first step in the consumer purchase decision-making process?
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Which of the following is NOT an evaluating criterion in the alternatives stage of consumer behavior?
Which of the following is NOT an evaluating criterion in the alternatives stage of consumer behavior?
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What term is used to describe the process a consumer goes through from first hearing about a new product to regular use?
What term is used to describe the process a consumer goes through from first hearing about a new product to regular use?
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Which characteristic influences the rate of adoption by making a product easier to understand or use?
Which characteristic influences the rate of adoption by making a product easier to understand or use?
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Which adopter category is expected to adopt innovations last?
Which adopter category is expected to adopt innovations last?
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What best describes cognitive dissonance in the post-purchase stage?
What best describes cognitive dissonance in the post-purchase stage?
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Which factor is considered related to the divisibility characteristic of a product?
Which factor is considered related to the divisibility characteristic of a product?
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Which of the following is a key reason for consumer receptivity during information search?
Which of the following is a key reason for consumer receptivity during information search?
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Study Notes
Factors Influencing Consumer Behavior
- Cultural factors are values, perceptions, wants, and behaviors learned by a member of a society.
- Subcultures are groups with shared value systems based on common life experiences. For example, P&G's My Black is Beautiful initiative targets black women.
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Social factors include groups and social networks.
- Membership Groups: a person belongs to these groups.
- Aspirational Groups: a person wishes to belong to these groups.
- Reference Groups: people form attitudes and behavior based on these groups.
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Family factors are important influences on buying decisions.
- Each family member influences other family members' behaviors.
- Marketing organizations use “double targeting” to reach family members with different needs.
- “Pester Power” refers to children influencing buying decisions.
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Personal factors include age, lifecycle, occupation, economic situation, lifestyle, personality, and self-concept.
- Personality: distinguishing psychological characteristics influencing responses to the environment.
- Self-Concept: the individual's image of themselves, including the real self, looking-glass self, and ideal self.
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Psychological factors include motivation, perception, learning, and beliefs and attitudes.
- Motivation: the needs and drives that influence behavior.
- Maslow's Hierarchy of Needs explains motivation as a pyramid of needs, starting with physiological needs and moving towards self-actualization.
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Perception: how individuals receive and interpret messages.
- Selective Attention: screening out most information.
- Selective Distortion: interpreting information to support existing beliefs.
- Selective Retention: retaining information that supports personal attitudes and beliefs.
- Learning: changes in behavior resulting from experience.
- Beliefs and Attitudes: favorable or unfavorable feelings toward an object or idea.
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Lifestyle is a person's whole platform of acting and interacting in the world. Marketing organizations use lifestyle imagery to create a brand identity and appeal to target consumers.
- Example: KitchenAid sells a lifestyle, not just appliances.
Consumer Markets and Buying Behavior
- Consumer buyer behavior is the buying behavior of final consumers, who are individuals and households that buy goods and services for personal consumption.
- Consumer markets are made up of all the individuals and households that buy or acquire goods and services for personal consumption.
Consumer Purchase Decision Making
- The Model of Buyer Behavior: helps understand how consumers make purchase decisions.
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Stages of consumer purchase decision making:
- Problem Recognition: recognizing a need or want, such as running out of a product, a product not meeting expectations, or a change in life stage.
- ** Information Search:** gathering information about different products and brands, influenced by internal and external factors.
- Evaluating Alternatives: comparing and evaluating different options, using objective and subjective criteria.
- Purchase Decision: choosing a specific product or service, also considering the purchase timing and where to buy.
- Post-Purchase Behavior: evaluating the purchase and experiencing satisfaction, dissatisfaction, or cognitive dissonance.
The Adoption and Diffusion Process for New Products
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The adoption process: the mental process an individual goes through from first learning about an innovation to final regular use.
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Stages of adoption:
- Awareness: becoming aware of the innovation.
- Interest: showing interest in learning more about it.
- Evaluation: weighing the benefits and drawbacks.
- Trial: trying out the innovation.
- Adoption: deciding to use the innovation regularly.
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Stages of adoption:
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Individual differences in innovativeness:
- Innovators: the first to adopt.
- Early Adopters: opinion leaders who influence others.
- Early Mainstream: adopt after the early adopters.
- Late Mainstream: adopt after the majority.
- Lagging Adopters: the last to adopt.
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Influence of Product Characteristics on Rate of Adoption:
- Relative advantage: the degree to which the product is superior to existing alternatives.
- Compatibility: the degree to which the product fits with the values, experiences, and needs of potential consumers.
- Complexity: the degree to which the product is difficult to understand or use.
- Divisibility: the degree to which the product can be tried on a limited basis.
- Communicability: the degree to which the results of using the product can be observed or described to others.
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Description
Explore the various factors that influence consumer behavior, including cultural, social, family, and personal influences. This quiz delves into how these elements affect purchasing decisions and overall consumer habits. Test your understanding of these critical marketing concepts.
