Marketing Principles: Consumer Behavior

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Questions and Answers

How has the digital revolution most significantly impacted marketing and customer relationships?

  • By removing the need for physical storefronts.
  • By standardizing customer interactions across all platforms.
  • By decreasing the importance of traditional advertising channels.
  • By enabling unprecedented customization of products, services, and messaging. (correct)

Which of the following describes a key difference between organizational and personal consumption?

  • Organizational purchases are typically driven by emotion, while personal purchases are primarily rational.
  • Organizational purchases usually involve formal procedures and are made by teams, while personal purchases are more individual and less structured. (correct)
  • Personal purchases have a higher volume and value compared to organizational purchases.
  • Personal purchases always involve more buyers than organizational purchases.

According to the consumer behavior model, what is the role of 'environmental influences' during the input stage?

  • To simplify the process of understanding consumer behavior.
  • To provide clear and quantifiable data for marketers.
  • To directly control consumer purchasing decisions.
  • To represent complex cultural, social, and familial factors affecting consumer recognition of products. (correct)

Which of the following best describes the concept of the 'black box' in the context of consumer behavior?

<p>It symbolizes the unknown processes within a consumer's awareness that influence their decisions. (A)</p> Signup and view all the answers

What is the primary focus of researchers when studying the 'consumption stage' in consumer behavior?

<p>Exploring factors like consumer satisfaction, loyalty, and long-term relationships with brands. (B)</p> Signup and view all the answers

According to the principles of consumer analysis, what does 'consumer sovereignty' primarily imply?

<p>Consumers have the freedom to make independent purchasing decisions based on their own motivations. (D)</p> Signup and view all the answers

In the context of consumer behavior determinants (CBD), how do 'reference groups' primarily influence consumer decisions?

<p>By shaping purchasing decisions through the desire to fit in or be accepted. (D)</p> Signup and view all the answers

What is the significance of understanding 'consumer motivations' in marketing?

<p>It allows companies to create products and services that align closely with consumers' genuine needs and desires. (A)</p> Signup and view all the answers

Which principle of consumer analysis emphasizes the need for marketing strategies to continuously evolve?

<p>Dynamic nature of consumer behavior. (A)</p> Signup and view all the answers

What role do 'attitudes' play in influencing consumer behavior?

<p>They create long-term beliefs and feelings that affect brand loyalty and repeat purchases. (B)</p> Signup and view all the answers

In the purchase process stages, which of the following occurs immediately after a consumer recognizes a problem or need?

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

What makes mobile telephony particularly important in the context of modern marketing?

<p>Its potential as an integrated system for communication, fun, information, and commercial activities. (D)</p> Signup and view all the answers

Which of the following is a key characteristic of effective marketing, based on the principles of consumer analysis?

<p>Adapting to the dynamic nature of consumer behavior. (B)</p> Signup and view all the answers

Why is it important for marketing practices to be socially acceptable?

<p>To ensure that marketing activities contribute positively to consumer welfare and societal well-being. (D)</p> Signup and view all the answers

In what stage of the consumer behavior model do psychological factors like motivation and perception play a crucial role?

<p>Information Processing and Influence Stage (A)</p> Signup and view all the answers

Which of the following actions is most aligned with building long-term relations with consumers?

<p>Building trust and dedication through ensuring consumer satisfaction. (D)</p> Signup and view all the answers

Within Consumer Behaviour Determinants (CBD), what elements constitute the 'Cultural Factors'?

<p>Learned values, beliefs, customs, and norms shared within society. (D)</p> Signup and view all the answers

What does the VALS typology classify people by?

<p>How they spend money/time and what they value. (D)</p> Signup and view all the answers

According to Maslow's hierarchy of needs, what motivates consumers?

<p>The inner drive that pushes a consumer to fulfill a need or desire. (B)</p> Signup and view all the answers

In marketing, what does 'perception' refer to?

<p>The process of selecting, organizing, and interpreting information. (B)</p> Signup and view all the answers

Which principle of consumer analysis deals primarily with ensuring marketing practices are transparent and adhere to regulations?

<p>Ethical marketing practices (B)</p> Signup and view all the answers

What is the key focus during the 'disposal stage' of consumer behavior?

<p>Environmental protection and future consumption patterns (B)</p> Signup and view all the answers

What does the output stage in the consumer behaviour model primarily encompass?

<p>The actual purchase and post-purchase behavior of consumers (D)</p> Signup and view all the answers

What is the main focus of 'Industrial Marketing' or 'Business-to-Business (B2B) Marketing'?

<p>Researching behavior of organisational consumers (D)</p> Signup and view all the answers

What influences consumer learning, according to consumer behavior determinants?

<p>The personal experiences, advertisements, and opinions from others. (D)</p> Signup and view all the answers

What is the result of positive consumer attitudes?

<p>Brand loyalty and repeated purchases. (B)</p> Signup and view all the answers

A consumer consistently purchases the same brand of coffee beans every week. According to the consumer behavior model, what type of purchase is this considered?

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

Which of the following best describes the role of lifestyle in influencing consumer behavior?

<p>It reflects how consumers spend their time and money based on values and interests. (D)</p> Signup and view all the answers

What is one way families influence buying behavior?

<p>Children may influence decisions about toys, gadgets, food, etc. (C)</p> Signup and view all the answers

Which of the following represents an application of demographic factors in marketing?

<p>Market segmentation based on Age, gender, income, marital status, etc. (B)</p> Signup and view all the answers

Flashcards

Marketing Definition

Creating, communicating, and delivering value to customers while managing relationships to benefit the organization and its stakeholders.

Digital Revolution in Marketing

The use of digital technologies to customize products, services, and promotional messages, enhancing customer relationships more effectively.

Consumer Behaviour

The study of individual, group, and institutional behavior in the purchase process, usage, and disposal of products, including influences on consumers and society.

Organizational Purchase

The professional purchase of products and services, typically conducted by a team with formal procedures, involving fewer buyers, less frequent purchases, and higher volume and value.

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Purchase Process Stages

Problem/need recognition, information search, evaluation of alternatives, purchase, and post-purchase behaviour.

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Consumer Sovereignty Principle

Consumers are free and independent in purchasing decisions, driven by personal reasons and goals.

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Dynamic Nature of Consumer Behavior

Consumer behavior is highly adaptable, influenced by rapid changes in innovation, education, technology, and social dynamics.

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Identification of Consumer Motivations

Understanding the motivations, needs, and desires that drive consumers to make purchasing decisions.

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Ethical Marketing Practices

Conducting marketing with transparency and ethics, respecting consumer autonomy and adhering to regulatory standards.

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Enhancing Consumer Welfare

Aiming to improve consumers' lives by offering products and services that genuinely benefit them, promote social responsibility, and enhance overall satisfaction.

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Input Stage

Influences that enable consumers to recognize products or services, including company-driven marketing activities and broader environmental factors.

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Information Processing and Influence Stage

Focuses on how consumers process information and the factors that influence them, including psychological aspects like motivation, perception, and attitudes.

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Output Stage

Encompasses the actual purchase and post-purchase behavior, including different types of purchases and evaluation of satisfaction or dissatisfaction.

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Group Determinants

Social and cultural environment influences including culture, subculture, and social class that vary amongst groups.

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Cultural Factors

Learned values, beliefs, customs, and norms shared within a society that impact consumer choices.

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Social Factors

Family, reference groups, and social status that influences an individuals behaviors and purchases.

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Individual Determinants

Personal characteristics that vary from person to person, including demographics, lifestyle, personality, and self-image.

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Demographic Factors

Age, gender, income, education, marital status, etc. that companies use for market segmentation.

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Lifestyle

A person's way of living – habits, opinions, interests, and daily activities that impact choices.

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Personality & Self-Image

Consumers often choose products that reflect their personality or how they want to be seen.

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Psychological Determinants

Internal mental processes that influence consumer decisions, often subconscious but with a powerful impact.

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Motivation

The inner drive that pushes a consumer to fulfill a need or desire, based on human needs.

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Perception

The process of selecting, organizing, and interpreting information, using visuals, colors, sound, and smell.

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Attitudes

A person's long-term beliefs, feelings, and behavioral intentions toward something, influenced by branding, quality, and communication.

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Learning

A change in behavior based on experiences, influenced by personal experience, advertisements, and others' opinions.

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Study Notes

  • Marketing is an organizational function focused on creating, communicating, and delivering value to customers while managing beneficial stakeholder relationships.
  • The digital revolution enables product, service, and promotional customization.
  • Customer relationships can be enhanced more effectively and efficiently through digital advancements.
  • The Internet has revolutionized research, information use, product customization, distribution, and partner relations.
  • Consumers now have more power, information, better selection, interactive exchange, and access to extensive databases.
  • Mobile telephony is becoming an integrated system for communication, entertainment, and information.
  • Consumer behavior studies individual, group, and institutional behavior in purchasing processes.
  • The black box represents internal consumer processes that can now be understood better with interdisciplinary insights.

Organizational vs. Personal Consumption

  • Organizational purchases are professional, team-based, and follow formal procedures.
  • Organizational purchases have fewer buyers but higher volume and value.
  • Professional purchasing relies on economic and demographic motives over psychological factors.
  • Decisions are made by qualified professionals in teams, reducing impulsive buys.
  • Formal procedures dictate purchasing steps, and specialization is required.
  • Larger purchases need specialized financial procedures.
  • Organizational consumer behavior is studied in Industrial Marketing or B2B.

Key Stages of Consumer Behavior

  • There are three key stages of consumer behavior: purchase, consumption, and disposal.
  • The purchase stage involves problem recognition, information search, alternative evaluation, purchase, and post-purchase behavior.
  • The consumption stage influences consumer satisfaction and long-term relations.
  • The disposal stage impacts future consumption, environmental protection, and consumption control.

Five Basic Principles Regarding Consumers

  • Consumers are sovereign, making independent purchasing decisions.
  • Consumer motivations can be understood through research.
  • Consumer behavior can be influenced ethically.
  • All consumer influence should be socially acceptable.
  • Consumer behavior is a dynamic process.
  • Consumer sovereignty emphasizes respecting autonomy and avoiding manipulation.
  • Consumer behavior is dynamic due to innovation, education, technology, and social changes.
  • Understanding consumer motivations is crucial for aligning products with needs.
  • Marketing should be transparent, ethical, and contribute to consumer welfare.
  • The aim of marketing is to improve consumers' lives through beneficial products and practices.

Consumer Behavior Model

  • A simplified consumer decision-making model includes input, information processing, and output stages.

Input Stage

  • The input stage encompasses company-driven and environmental influences.
  • Company-driven influences are marketing activities.
  • Environmental influences include cultural, social, and family factors.

Information Processing and Influence Stage

  • Psychological factors like motivation, perception, attitudes, and personality play a role.
  • Consumers recognize needs, search for information, and evaluate alternatives.

Output Stage

  • The output stage includes trial, repeat, and complex purchases.
  • Post-purchase, satisfaction or dissatisfaction affects future decisions.

Consumer Behaviour Determinants (CBD)

  • CBD are factors influencing consumer purchase decisions, divided into group, individual, and psychological determinants.

Group Determinants

  • Group determinants include social and cultural environment influences.

Cultural Factors

  • Learned values, beliefs, customs, and norms shared within a society.
  • Culture impacts food choices, fashion, and communication.
  • Subcultures (e.g., religion) influence diet and holidays.
  • Social class affects consumption habits, with the middle class being the most active.

Social Factors

  • The family is the most important influence on consumer behavior.
  • Reference groups influence purchases to fit in.
  • Status and roles affect behavior and purchases.

Individual Determinants

  • Individual determinants are personal characteristics that vary.

Demographic Factors

  • Age, gender, income, and education are used for market segmentation.
  • Younger people are more likely to buy tech products.

Lifestyle

  • A person's way of living influences patterns.
  • VALS typology classifies people by spending habits and values.
  • AIO typology understands consumer preferences and lifestyle patterns.

Personality & Self-Image

  • Consumers choose products reflecting their personality.

Psychological Determinants

  • Psychological determinants are internal mental processes influencing decisions.

Motivation

  • Inner drive to fulfill a need or desire, based on Maslow's hierarchy.
  • Companies target emotional or functional needs.

Perception

  • The process of selecting, organizing, and interpreting information.
  • Marketing uses visuals, colors, and smell to influence perception.

Attitudes

  • Long-term beliefs and feelings toward a brand or product.
  • Positive attitudes lead to loyalty.

Learning

  • A change in behavior based on experiences.
  • Marketers aim to create positive learning experiences through branding and promotions.

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