Marketing Influences and Consumer Behavior
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Questions and Answers

What term describes Rachel's influence in sharing fashion tips among her friends and colleagues?

  • Brand personality
  • Surrogate consumer
  • Lagging adopter
  • Opinion leader (correct)

Who are the influencers within a reference group known for their specialized skills or knowledge?

  • Innovators
  • Surrogate consumers
  • Stealth marketers
  • Opinion leaders (correct)

What do Facebook, Snapchat, and LinkedIn have in common?

  • Opinion leaders
  • Social networks (correct)
  • Brand alliances
  • Early adopters

What term describes the activities expected of an individual according to others?

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

Which factors strongly influence a buyer's decisions?

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

Life-stage changes are typically the result of which factor?

<p>Life-changing events (B)</p> Signup and view all the answers

Which of the following best describes an individual's pattern of living, reflecting their interests and activities?

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

In the AIO dimensions for measuring lifestyles, what does the 'A' stand for?

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

Which term best describes groups that share similar values and lifestyles, such as nationalities or religions?

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

What is an example of a subculture?

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

Which of the following best defines social classes?

<p>Ordered divisions defined by shared behaviors (A)</p> Signup and view all the answers

Which characteristic influences consumer behavior but is not controllable by marketers?

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

Members of which group are likely to influence consumer decisions by embodying aspirational lifestyles?

<p>Reference groups (D)</p> Signup and view all the answers

According to consumer behavior studies, which factor is classified as a social influence?

<p>Family dynamics (D)</p> Signup and view all the answers

What term describes the groups to which individuals aspire but do not yet belong?

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

Which is a key element of reference groups that impacts consumer buying behavior?

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

Individuals and households that buy or acquire goods and services for personal consumption make up the ________.

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

Which of the following marketing stimuli is considered to have the least influence on buying decisions?

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

Which aspect does Harley-Davidson primarily focus on in its branding?

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

What is often the most challenging aspect for companies to identify regarding consumer behavior?

<p>why they buy (A)</p> Signup and view all the answers

What term refers to a pressing need that drives a person towards seeking satisfaction?

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

Which element is NOT included in the traditional 4 Ps of marketing stimuli?

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

Which of the following is NOT considered a primary influence in the buyer's environment?

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

According to Maslow's hierarchy of needs, which of the following needs is indicative of self-improvement and reaching one's potential?

<p>Self-actualization needs (C)</p> Signup and view all the answers

Which psychological factor is NOT among the four major factors influencing a person's buying choices?

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

What is identified as the most basic determinant of a person's wants and behavior?

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

How are subcultures within a culture characterized?

<p>By shared value systems based on common life experiences (D)</p> Signup and view all the answers

What is the term for the process whereby individuals interpret and make sense of their surroundings?

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

Which option best describes the concept of marketing stimuli?

<p>Elements influencing the buyer's decision process (B)</p> Signup and view all the answers

In Maslow's hierarchy, which need is prioritized the least?

<p>Self-actualization needs (D)</p> Signup and view all the answers

People’s possessions that contribute to their identity align with which consumer behavior premise?

<p>We are what we consume (D)</p> Signup and view all the answers

What is called when a person focuses on specific stimuli while filtering out the rest?

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

What behavior is exhibited by a consumer who is highly involved in a purchase but sees little difference among brands?

<p>dissonance-reducing buying behavior (C)</p> Signup and view all the answers

Which buying behavior is characterized by low consumer involvement and significant brand similarities?

<p>habitual buying behavior (C)</p> Signup and view all the answers

Which term best describes the situation of a consumer experiencing regret after a purchase decision?

<p>postpurchase dissonance (D)</p> Signup and view all the answers

If a consumer is looking at multiple options for a purchase and evaluating them extensively, what behavior are they exhibiting?

<p>complex buying behavior (C)</p> Signup and view all the answers

In which buying behavior do consumers typically switch brands to seek variety despite brand familiarity?

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

Which consumer behavior is likely to occur after making a high-involvement purchase when little brand differentiation is present?

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

What is the appropriate term for a consumer's tendency to stick to a familiar product due to past habits?

<p>habitual buying behavior (D)</p> Signup and view all the answers

When consumers seek to justify their purchase decision after realizing its downsides, they are engaging in which behavior?

<p>dissonance-reducing buying behavior (D)</p> Signup and view all the answers

Which term best describes Carrie's behavior of frequently switching between different brands of bath soap?

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

In what scenario do customers typically exhibit variety-seeking buying behavior?

<p>When they have low involvement but see significant brand differences (A)</p> Signup and view all the answers

Which of the following is NOT a stage of the buyer decision process?

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

What initiates the buyer decision process?

<p>Need recognition (D)</p> Signup and view all the answers

Which stage of the buyer decision process does Donna exemplify when she realizes she needs a warmer coat?

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

During which stage of the buyer decision process is Donna searching for recommendations and offers for winter coats?

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

If a consumer's drive is strong but no satisfying product is available, what is the likely next step?

<p>Storing the need in memory (A)</p> Signup and view all the answers

Which behavior might someone exhibit if they are not particularly loyal to any single brand?

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

Flashcards

Consumer Market

The group of individuals and households who purchase goods and services for their personal use.

Buyer's Environment

Factors that influence a buyer's decision-making process, such as marketing stimuli (product, price, place, promotion), economic stimuli (income, interest rates), technological stimuli (new gadgets), social stimuli (trends, social media), and cultural stimuli (values, beliefs).

Buyer's Black Box

The inner workings of a buyer's mind that affect their purchase decisions.

Marketing Stimuli

The marketing strategies used to influence consumers, including product features, pricing, distribution channels, and promotional activities.

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Culture

The most fundamental aspect shaping an individual's needs and behaviors.

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Subcultures

Smaller groups within a culture that share common values and experiences, influenced by factors like age, location, and interests.

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Social Class

A hierarchical system in society that categorizes individuals based on factors like income, education, and occupation.

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Education

The process of acquiring knowledge and skills, which can significantly affect consumer behavior.

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Opinion Leaders

Individuals who, due to their expertise, knowledge, or influence, impact the purchasing decisions of others within a social group.

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Role

A specific set of activities that individuals are expected to fulfill within their social context.

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Aspirational Groups

Groups that individuals want to belong to, often aiming to emulate their values and behaviors.

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Word-of-Mouth Influence

The influence of friends, family, and colleagues on consumer purchasing decisions.

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Personal Characteristics

Factors that influence a buyer's choices based on their unique characteristics, including age, occupation, and economic circumstances.

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Life-Changing Events

Life-altering events that lead to changes in a person's stage in life.

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Lifestyle

An individual's pattern of behavior that reflects their lifestyle and includes their activities, interests, and opinions.

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Membership Groups

Groups that an individual currently belongs to, influencing their consumption choices.

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Reference Groups

Groups that significantly influence an individual's choices and behaviors, serving as a reference point.

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Personality

The unique traits and characteristics that set an individual or group apart.

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Brand Personality

The distinct blend of human traits associated with a particular brand.

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Uncontrollable Consumer Factors

Factors beyond control of marketers, such as cultural, social, psychological, and personal characteristics, impacting consumer behavior.

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Social Factors

One of the social factors influencing consumer behavior, including family, reference groups, and social class.

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Social Networks

Online platforms that enable users to connect, share information, and interact with each other.

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Complex Buying Behavior

A buying behavior characterized by high consumer involvement and significant perceived differences between brands. Consumers invest time in researching, comparing options, and making informed decisions.

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Habitual Buying Behavior

A buying behavior that occurs when there's little involvement in the purchase decision and few differences between brands. Consumers often make quick, habitual choices based on familiarity or convenience.

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Dissonance-Reducing Buying Behavior

A buying behavior driven by the need to reduce post-purchase dissonance, which is the feeling of uncertainty after buying a product, especially when it's a risky or expensive purchase. Consumers try to justify their choices and reduce doubts.

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Variety-Seeking Buying Behavior

A buying behavior where consumers actively seek out new products, brands, or experiences. This can be motivated by boredom, a desire for novelty, or a need for variety.

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Dissonance-Reducing Buying Behavior

A type of buying behavior where consumers are highly involved in the purchase decision, but perceive few differences between brands. They might choose a product based on a combination of factors, such as price, convenience, or familiarity.

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Consumer Ethnocentrism

A belief that your own country's products are superior to those from other countries. This attitude can influence consumer buying decisions and preferences.

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Brand Equity

A concept that describes the value that a brand holds in the marketplace. This value is built through strong customer relationships, positive brand perception, and a loyal customer base.

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Consumers buy products to support their self-image

Consumers often use the products they buy to reflect their identity. Therefore, choosing a specific brand can be a way for someone to express their self-image.

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Motive

A strong need that motivates a person to seek satisfaction. It's like an inner drive that pushes you to take action, often related to fulfilling a desire.

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Maslow's Hierarchy of Needs

A hierarchical model that categorizes human needs from basic survival needs to self-actualization. Understanding this hierarchy helps marketers target consumers based on their current needs and desires.

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Perception

The process by which people select, organize, and interpret information from the outside world to create a meaningful picture of it. It is shaped by our personal experiences, beliefs, and values.

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Selective attention

The tendency to focus on certain stimuli while ignoring others. It's like filtering out a lot of information to pay attention to what matters most.

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Self-actualization needs

The least pressing need in Maslow's hierarchy, it represents the desire to live a fulfilling life and achieve one's full potential. This is about personal growth and self-expression.

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Buyer decision process

The five stages a buyer goes through when making a purchase decision.

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Need recognition

The first stage of the buyer decision process where a buyer recognizes a problem or need.

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Information search

The second stage of the buyer decision process where a buyer gathers information about potential solutions to their need.

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Purchase decision

The fourth stage of the buyer decision process where a buyer makes a decision about which product or service to purchase.

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Postpurchase behavior

The fifth stage of the buyer decision process where a buyer evaluates their purchase experience and assesses their satisfaction with the chosen product or service.

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Study Notes

Chapter 3: Consumer Behavior

  • Consumer Market: Individuals and households buying goods and services for personal use.
  • Marketing Stimuli: Economic, price, technological, social, and cultural influences affecting buyer decisions.
  • Buyer's Environment: External influences on buying decisions, alongside marketing stimuli.
  • Buyer's Black Box: Buyer's decision process: the mental processes consumers go through when making purchasing decisions.
  • Four Ps: Product, price, place, and promotion comprise the marketing mix.
  • Social Classes: Society's relatively permanent, ordered divisions based on similar values, interests, and behaviors.
  • Family: Significant influence factor on buying decisions, along with their other social relationships.

Consumer Behavior Models & Characteristics

  • Complex Buying Behavior: High consumer involvement with significant perceived brand differences.

  • Dissonance-Reducing Buying Behavior: High involvement, but perceived limited differences between brands.

  • Habitual Buying Behavior: Low consumer involvement, few perceived differences amongst brands.

  • Variety-Seeking Buying Behavior: Low involvement but consumers seek variety.

  • Factors Affecting Consumer Behavior: Psychological factors like motivation, perception, learning, and beliefs; cultural, social, and personal factors.

  • Lifestyle: People's pattern of living as expressed by their activities, interests, and opinions.

  • Perception: Process of selecting, organizing, and interpreting information to form a meaningful picture of the world.

Consumer Decision-Making Process

  • Need Recognition: Initial state where the consumer recognizes a need or want something.
  • Information Search: Consumer gathers information about available alternatives.
  • Evaluation of Alternatives: Consumer analyzes available options based on their needs and preferences.
  • Purchase Decision: Decision on which product to buy.
  • Postpurchase Behavior: Consumer's feelings after purchase, satisfaction, and dissatisfaction influencing future buying decisions.
  • Psychological Characteristics: Motivation, perception, learning, beliefs, and attitudes shape consumer behavior.
  • Perception: Selecting, organizing, and interpreting information consumers receive.
  • Motivations: Needs and wants that drive human behavior.

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Description

This quiz explores key concepts in marketing, consumer behavior, and social influences. It covers terms related to influencers, lifestyle measurement, and factors affecting buyer decisions. Perfect for students studying marketing principles and consumer psychology.

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