Marketing Management: Consumer Behavior

What is the primary focus of affinity marketing?

The desires of consumers that belong to reference groups

What is the role of marketers in affinity marketing?

To get the group to approve the product and communicate that approval to its members

What determines the influence of a reference group on a purchase decision?

An individual's susceptibility to reference group influence and the strength of his/her involvement with the group

What is the primary objective of buying motives?

To persuade the desires of people to buy a particular good or service Signup and view all the answers

What are the two categories of product buying motives?

Emotional and Rational Signup and view all the answers

What type of buying motive is driven by psychological features such as status or desire to reduce danger?

Emotional product buying motive Signup and view all the answers

What is market specialization, and how does it differ from product specialization?

Market specialization is when a firm specializes in serving a particular market segment and offers that segment an array of different products. It differs from product specialization, where a firm specializes in a particular product and tailors it to different market segments. Signup and view all the answers

What is full market coverage, and how can it be achieved?

Full market coverage is when a firm attempts to serve the entire market. It can be achieved through either a mass market strategy, offering a single undifferentiated marketing mix to the entire market, or a differentiated strategy, offering separate marketing mixes to each segment. Signup and view all the answers

What is positioning according to Al Ries and Jack Trout, and what does it focus on?

According to Al Ries and Jack Trout, positioning is what you do to the mind of a prospect. It focuses on creating a perception or image of a product, service, or brand in the mind of the target customer. Signup and view all the answers

What is attribute positioning, and how does it differ from benefit positioning?

Attribute positioning focuses on one or two of the product's best features or benefits relative to competitive offerings. It differs from benefit positioning, which focuses on the use or application of the product. Signup and view all the answers

What is user positioning, and how does it work?

User positioning is when a brand is positioned based on the users of the product. It works by creating an image of the typical user of the product, which then influences how the target market perceives the brand. Signup and view all the answers

What is the main difference between a mass market strategy and a differentiated strategy?

A mass market strategy involves offering a single undifferentiated marketing mix to the entire market, while a differentiated strategy involves offering separate marketing mixes to each segment. Signup and view all the answers

What is the primary distinction between internal search and external search in the consumer buying behavior process?

Internal search refers to recalling past information stored in memory, while external search involves seeking information in the outside environment. Signup and view all the answers

What is the primary goal of marketing in the evaluation of alternatives stage of the consumer buying behavior process?

To determine which product attributes are most important in influencing a consumer's choice. Signup and view all the answers

What is cognitive dissonance in the post-purchase behavior stage, and how can marketing minimize it?

Cognitive dissonance refers to doubts or uncertainties about a purchase decision; marketing can minimize it through effective communication, follow-up, guarantees, and warranties. Signup and view all the answers

How do cultural factors influence consumer buying behavior, and what are some examples of cultural subgroups?

Cultural factors, such as values, norms, and attitudes, shape human behavior and influence consumer purchasing decisions; examples of cultural subgroups include nationalities, religions, racial groups, and geographic regions. Signup and view all the answers

What is the average number of products an individual is exposed to during a 30-minute supermarket visit?

17,000 Signup and view all the answers

What percentage of purchases are unplanned?

60% Signup and view all the answers

What is the difference between social class and personal/individual factors that affect consumer buying behavior?

Social class refers to homogeneous and enduring divisions based on occupation, income, and education, while personal/individual factors are unique to a particular person. Signup and view all the answers

How do demographic factors, such as age, influence consumer buying behavior?

Demographic factors, such as age, can influence consumer purchasing decisions, with different age groups having distinct preferences and needs. Signup and view all the answers

What is the primary factor influencing how individuals interpret information?

What is already familiar, based on knowledge stored in memory Signup and view all the answers

How do inexperience buyers often perceive prices in relation to product quality?

As an indicator of quality, with higher prices assumed to indicate greater quality Signup and view all the answers

What is the definition of learning in the context of consumer behavior?

A relatively permanent change in behavior resulting from the consequences of past behavior Signup and view all the answers

Why is it essential to educate American consumers about South African products?

To sell a whole new country, requiring a comprehensive understanding of the product and its origins Signup and view all the answers

What is the primary focus of consumer behaviour in marketing management?

Processes a consumer uses to make purchase decisions, as well as use and dispose of purchased goods or services. Signup and view all the answers

What is the significance of the phrase 'The Consumer is the King' in consumer behaviour?

It highlights the importance of the consumer in the market, implying that their needs and preferences should be prioritized. Signup and view all the answers

Distinguish between durable goods and single-use goods, providing examples of each.

Durable goods are long-lasting products, such as food, clothes, and houses, whereas single-use goods are consumed immediately, such as raw materials, coal, and fuel. Signup and view all the answers

What are the three roles of consumer behaviour in the consumer decision-making process?

Initiator, Buyer, and Decider. Signup and view all the answers

What is the result of an imbalance between actual and desired states in the consumer decision-making process?

Problem recognition. Signup and view all the answers

What is the difference between a need and a want in consumer behaviour?

A need is a basic requirement, while a want is a desire that is not necessarily essential. Signup and view all the answers