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Questions and Answers
Opinion leaders directly market products to target audiences.
False
Consumer behavior is solely influenced by individual mindset and choice.
False
Family roles and preferences are the primary model for children's future family behavior.
True
Marketers do not need to understand family consumer decision-making dynamics.
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Culture is a minor aspect of understanding consumer behavior.
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All consumer decisions are made solely by individuals.
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Social class and reference groups have no influence on consumer behavior.
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Opinion leaders only convey the pros of a product to consumers.
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Motives are an external energizing force that orients a person's activities towards satisfying a need or achieving a goal.
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The social class of an individual does not influence his buying behavior.
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The family plays a negligible role in shaping an individual's personality and purchase decisions.
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Selective Retention is the process of selecting inputs to be exposed to our awareness.
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A marketer needs to analyze the culture of various regions and groups to understand consumer behavior.
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Ability and Knowledge are factors that affect the consumer's attitude towards a product.
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Attitudes towards a product can only be positive or negative feelings about a tangible object.
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The decision maker is usually the person who comes up with an idea and suggests the purchase.
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Social perception is not an important attribute that influences an individual's buying behavior.
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Lifestyle refers to a person's pattern of living in the world, excluding their psychographics.
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Social factors are the most influential set of factors on consumer behavior.
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An individual's social status is not comprised of their attitude, class, and prestige.
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The initiator is the person who takes the final decision or makes the final call after analyzing all the pros and cons of the product.
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Perception is the process of selecting, organizing, and interpreting information to produce meaning.
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Marketers do not need to understand the social benefits of a product to plan their strategies effectively.
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Four factors that affect the consumer buying decision process are Extensive Decision Making, Impulse Buying, Personal, and Ability and Knowledge.
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Study Notes
Cultural and Social Group Influence on Consumer Behaviour
- Culture is a very important aspect to understand consumer behaviour as it signifies the set of values of a particular community.
- An individual decides to behave in a certain manner because of their culture, which can vary from individual to individual, region to region, and country to country.
- Social classes or membership groups to which an individual belongs can influence their buying behavior.
- Social perception is a key attribute that influences the buying behavior of an individual.
Family Influence on Consumer Behaviour
- A consumer's family has a major impact on their attitude and behavior.
- Families themselves are critically important in society as consumer units.
- Many consumer decisions are made by family members on behalf of the family.
- Marketers must understand family roles and family buying preferences.
Roles and Influence in the Family
- Initiator: the person who comes up with an idea and suggests the purchase.
- Influencer: the person who highlights the benefits of the product and pushes for the purchase.
- Decision Maker: the person who takes the final decision or the final call after analyzing all the pros and cons of the product.
- Buyer: the end user or final consumer who uses the product.
Opinion Leaders and their Influence
- Opinion leaders act as an intermediary between marketers and their target audiences.
- They obtain information about a certain product, summarize its pros and cons, and convey it to consumers in a simple way.
Factors Affecting Consumer Buying Decision Process
- Personal factors: unique to a particular person, including motives, perception, and attitude.
- Ability and knowledge: need to understand individuals' capacity to learn.
- Lifestyles: the pattern of being or living in the world combined with psychographics.
Types of Consumer Buying Decisions
- Extensive decision making/complex: unfamiliar, high involvement.
- Impulse buying: no conscious planning, product can shift from one category to the next.
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Description
This quiz covers the effects of social influences on consumer behavior, including opinion leaders, family influence, and other factors that shape attitudes and buying decisions.
