Principles of Marketing: Consumer Behavior
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Questions and Answers

What is the primary driver of a person's wants and behavior according to the text?

  • Occupation
  • Social class
  • Income
  • Culture (correct)
  • What is the estimated annual buying power of African-American consumers in the US?

  • $1.3 trillion (correct)
  • $1.1 trillion
  • $1.5 trillion
  • $1.7 trillion
  • What is the marketing strategy that incorporates ethnic themes and cross-cultural perspectives?

  • Diversity marketing
  • Niche marketing
  • Segmented marketing
  • Total market strategy (correct)
  • Which social class is considered the most affluent demographic segment in the US?

    <p>Asian Americans</p> Signup and view all the answers

    What influences an individual's behavior, according to the text?

    <p>All of the above</p> Signup and view all the answers

    What do marketers use to promote their brands?

    <p>Word-of-mouth influence and buzz marketing</p> Signup and view all the answers

    What determines an individual's social class, according to the text?

    <p>A combination of occupation, income, education, wealth, and other variables</p> Signup and view all the answers

    Which demographic segment consists of over 55 million consumers in the US?

    <p>Hispanics</p> Signup and view all the answers

    What term is used to describe individuals who, due to their unique characteristics, exert social influence on others?

    <p>Opinion leaders</p> Signup and view all the answers

    What percentage of women make the majority of new technology purchases?

    <p>60%</p> Signup and view all the answers

    What is the term used to describe the activities people are expected to perform in a particular situation?

    <p>Role</p> Signup and view all the answers

    What is the estimated amount of spending influenced by kids and tweens annually?

    <p>$1.2 trillion</p> Signup and view all the answers

    What is the name of the system used by Nielsen to place U.S. households into consumer segments based on affluence, age, and family characteristics?

    <p>PRIZM Lifestage Groups</p> Signup and view all the answers

    What factor affects the goods and services people purchase, as they change over their lifetimes?

    <p>Age and life stage</p> Signup and view all the answers

    What is the primary consumer buying organization in society?

    <p>Family</p> Signup and view all the answers

    What is the percentage of men who identify themselves as primary grocery shoppers in their households?

    <p>41%</p> Signup and view all the answers

    What is the primary function of commercial sources in the consumer's decision-making process?

    <p>To inform the buyer about the product</p> Signup and view all the answers

    What is the primary difference between consumer satisfaction and delight?

    <p>Satisfaction is based on perceived performance, while delight is based on expectation</p> Signup and view all the answers

    What is the primary factor that influences the consumer's evaluation of alternatives?

    <p>The specific buying situation</p> Signup and view all the answers

    What is the primary outcome of a purchase decision that does not meet expectations?

    <p>Cognitive dissonance</p> Signup and view all the answers

    What is the primary role of personal sources in the consumer's decision-making process?

    <p>To evaluate products for the buyer</p> Signup and view all the answers

    What is the primary factor that can come between the purchase intention and the purchase decision?

    <p>Attitudes of others and unexpected situational factors</p> Signup and view all the answers

    What is the primary outcome of a purchase decision that meets expectations?

    <p>Consumer satisfaction</p> Signup and view all the answers

    What is the primary process by which consumers evaluate purchase alternatives?

    <p>Alternative evaluation</p> Signup and view all the answers

    Study Notes

    Cultural Factors

    Culture is the most basic cause of a person's wants and behavior

    Marketers try to spot cultural shifts

    Subcultures are groups of people with shared value systems based on common life experiences and situations

    Examples of subcultures:

    Hispanic market: over 55 million consumers

    African-American market: over 44 million consumers with $1.3 trillion in annual buying power

    Asian Americans: most affluent U.S. demographic segment

    Total market strategy: including ethnic themes and cross-cultural perspectives in mainstream marketing

    Social Classes

    Social classes are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors

    Social class is determined by a combination of factors, including occupation, income, education, wealth, and other variables

    Major American social classes:

    Upper Class

    Middle Class

    Working Class

    Lower Class

    Social classes show distinct product and brand preferences in areas such as clothing, home furnishings, travel, and leisure activities, financial services, and automobiles

    Social Factors

    Groups and Social Networks:

    Many small groups, including membership groups, aspirational groups, and reference groups, influence an individual's behavior

    Opinion leaders exert social influence on others within a reference group

    Online social networks are online communities where people socialize or exchange information and opinions

    Family:

    The family is the most important consumer buying organization in society

    Family members influence each other's buying behavior

    Roles and Status:

    A role consists of the activities people are expected to perform

    Each role carries a status reflecting the general esteem given to it by society

    Personal Factors

    Age and Life Stage:

    People change the goods and services they buy over their lifetimes

    Tastes in food, clothes, furniture, and recreation are often age-related

    Buying is also shaped by the stage of the family life cycle

    Occupation:

    A person's occupation affects the goods and services they purchase

    Economic Situation:

    A person's economic situation will affect store and product choice

    Information Sources:

    Personal sources (family, friends, neighbors, acquaintances)

    Commercial sources (advertising, salespeople, Web sites, dealers, packaging, displays)

    Public sources (mass media, consumer-rating organizations, Internet searches)

    Experiential sources (handling, examining, using the product)

    Purchase Decision

    Evaluation of Alternatives:

    How consumers process information to arrive at brand choices

    Depends on the individual consumer and the specific buying situation

    Purchase Decision:

    Generally, the consumer's purchase decision will be to buy the most preferred brand

    Two factors can come between the purchase intention and the purchase decision:

    Attitudes of others

    Unexpected situational factors

    Postpurchase Behavior

    The difference between the consumer's expectations and the perceived performance of the item purchased determines the degree of consumer satisfaction

    Cognitive dissonance, or discomfort caused by postpurchase conflict, occurs in most major purchases

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    Description

    This quiz covers the factors that influence consumer behavior, including cultural and subcultural factors, and how marketers analyze these factors to understand their target audience.

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