Marketing and Consumer Behavior
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Questions and Answers

Opinion leaders directly market products to target audiences.

False (B)

Consumer behavior is solely influenced by individual mindset and choice.

False (B)

Family roles and preferences are the primary model for children's future family behavior.

True (A)

Marketers do not need to understand family consumer decision-making dynamics.

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

Culture is a minor aspect of understanding consumer behavior.

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

All consumer decisions are made solely by individuals.

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

Social class and reference groups have no influence on consumer behavior.

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

Opinion leaders only convey the pros of a product to consumers.

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

Motives are an external energizing force that orients a person's activities towards satisfying a need or achieving a goal.

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

The social class of an individual does not influence his buying behavior.

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

The family plays a negligible role in shaping an individual's personality and purchase decisions.

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

Selective Retention is the process of selecting inputs to be exposed to our awareness.

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

A marketer needs to analyze the culture of various regions and groups to understand consumer behavior.

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

Ability and Knowledge are factors that affect the consumer's attitude towards a product.

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

Attitudes towards a product can only be positive or negative feelings about a tangible object.

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

The decision maker is usually the person who comes up with an idea and suggests the purchase.

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

Social perception is not an important attribute that influences an individual's buying behavior.

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

Lifestyle refers to a person's pattern of living in the world, excluding their psychographics.

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

Social factors are the most influential set of factors on consumer behavior.

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

An individual's social status is not comprised of their attitude, class, and prestige.

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

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.

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

Perception is the process of selecting, organizing, and interpreting information to produce meaning.

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

Marketers do not need to understand the social benefits of a product to plan their strategies effectively.

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

Four factors that affect the consumer buying decision process are Extensive Decision Making, Impulse Buying, Personal, and Ability and Knowledge.

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

Flashcards

Culture's Impact on Consumer Behavior

Culture, representing a community's values, significantly influences how individuals behave as consumers. This includes varying buying habits across regions and countries.

Social Class Influence

Social groups, like classes or memberships, impact consumer behavior by affecting buying preferences and perceptions.

Family Influence on Buying

Families strongly affect individual consumer attitudes and behaviors, acting as key consumer units.

Family Roles in Buying

Different family members take on distinct roles in the buying process, such as initiator, influencer, decision-maker, and buyer.

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Opinion Leader

An opinion leader acts as a go-between for marketers and consumers by summarizing product information and influencing consumer choices.

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Personal Factors (Buying)

Individual characteristics like personal motives, perceptions, and attitudes affect consumer decision-making.

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Consumer Knowledge and Ability

Consumers' understanding and capacity to learn also influence choices.

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Lifestyles (Consumer)

Lifestyles, which combine behaviour and psychology, also significantly influence consumer choices and spending habits.

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Extensive Decision Making (Buying)

Extensive decision making is a complex process used when buying unfamiliar products and involves high product involvement.

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Impulse Buying

Impulse buying is an unplanned purchase made with little thought or planning.

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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.

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