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Questions and Answers
Which type of group influences a person's behavior directly and to which they belong?
Which type of group influences a person's behavior directly and to which they belong?
What role in a family typically initiates the purchase decision?
What role in a family typically initiates the purchase decision?
In which life stage is a person most likely to be categorized as 'divorced with children'?
In which life stage is a person most likely to be categorized as 'divorced with children'?
Which personal factor is defined as a person's pattern of living expressed through activities, interests, and opinions?
Which personal factor is defined as a person's pattern of living expressed through activities, interests, and opinions?
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What type of groups serves as a comparison or reference when individuals form their attitudes or behaviors?
What type of groups serves as a comparison or reference when individuals form their attitudes or behaviors?
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What typically influences the economic situation of an individual or family?
What typically influences the economic situation of an individual or family?
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Which family role is responsible for making the final decision on a purchase?
Which family role is responsible for making the final decision on a purchase?
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Which of the following personal factors is NOT typically considered when analyzing consumer behavior?
Which of the following personal factors is NOT typically considered when analyzing consumer behavior?
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What defines a consumer market?
What defines a consumer market?
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What is consumer purchase behavior?
What is consumer purchase behavior?
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Which of the following factors is NOT part of the model of consumer behavior?
Which of the following factors is NOT part of the model of consumer behavior?
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What are cultural factors in consumer behavior primarily based on?
What are cultural factors in consumer behavior primarily based on?
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What characterizes subcultures within a larger culture?
What characterizes subcultures within a larger culture?
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How is social class defined in consumer behavior?
How is social class defined in consumer behavior?
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Which of the following is an example of a cultural factor affecting consumer behavior?
Which of the following is an example of a cultural factor affecting consumer behavior?
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Which statement best describes the concept of social class?
Which statement best describes the concept of social class?
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Which of the following is included in the upper class in the U.K. and U.S.A.?
Which of the following is included in the upper class in the U.K. and U.S.A.?
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What percentage of the population is classified as middle class in the U.K. and U.S.A.?
What percentage of the population is classified as middle class in the U.K. and U.S.A.?
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Which of the following best describes 'Lower Uppers' according to the social class structure?
Which of the following best describes 'Lower Uppers' according to the social class structure?
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What is a characteristic of 'Reference Groups' as it pertains to consumer behavior?
What is a characteristic of 'Reference Groups' as it pertains to consumer behavior?
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Which category represents those who are visibly poor and often depend on public assistance?
Which category represents those who are visibly poor and often depend on public assistance?
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Which group includes 'Small employers and sole traders'?
Which group includes 'Small employers and sole traders'?
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What is the percentage of the upper class in the population?
What is the percentage of the upper class in the population?
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Which social class is described as having intermediate occupations?
Which social class is described as having intermediate occupations?
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What is the first potential outcome when a consumer recognizes a need?
What is the first potential outcome when a consumer recognizes a need?
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Which of the following is NOT a source of information for consumers during their information search?
Which of the following is NOT a source of information for consumers during their information search?
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In the evaluation of alternatives, which model requires that a choice must include a certain attribute?
In the evaluation of alternatives, which model requires that a choice must include a certain attribute?
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What factor can influence the purchase decision after evaluating alternatives?
What factor can influence the purchase decision after evaluating alternatives?
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How do consumers typically prioritize product attributes in their decision-making process?
How do consumers typically prioritize product attributes in their decision-making process?
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What can happen to a preferred brand after evaluation of alternatives?
What can happen to a preferred brand after evaluation of alternatives?
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Which term describes the variation between the importance and the saliency of a product benefit?
Which term describes the variation between the importance and the saliency of a product benefit?
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What type of information source do marketers focus on to understand consumer trust levels?
What type of information source do marketers focus on to understand consumer trust levels?
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What triggers need recognition in a buyer decision process?
What triggers need recognition in a buyer decision process?
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Which term describes a person's tendency towards a particular feeling about an object or idea?
Which term describes a person's tendency towards a particular feeling about an object or idea?
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What are cues in the context of learning?
What are cues in the context of learning?
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Which component is NOT part of the learning process?
Which component is NOT part of the learning process?
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What is selective attention primarily concerned with?
What is selective attention primarily concerned with?
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What role does reinforcement play in the learning process?
What role does reinforcement play in the learning process?
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Which of the following best describes beliefs?
Which of the following best describes beliefs?
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What aspect is NOT a direct component leading to a response in learning?
What aspect is NOT a direct component leading to a response in learning?
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What characterizes complex buying behavior?
What characterizes complex buying behavior?
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Which of the following products would typically involve dissonance-reducing buying behavior?
Which of the following products would typically involve dissonance-reducing buying behavior?
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Which behavior is characterized by low involvement and frequent brand switching?
Which behavior is characterized by low involvement and frequent brand switching?
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In habitual buying behavior, which factor is likely to influence consumer choice the most?
In habitual buying behavior, which factor is likely to influence consumer choice the most?
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What is a key feature of dissonance-reducing buying behavior?
What is a key feature of dissonance-reducing buying behavior?
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Why do brand leaders promote habitual buying behavior?
Why do brand leaders promote habitual buying behavior?
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Which of the following statements is true about variety-seeking behavior?
Which of the following statements is true about variety-seeking behavior?
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What is likely the primary motivation for consumers in habitual buying behavior?
What is likely the primary motivation for consumers in habitual buying behavior?
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Study Notes
Strategic Marketing - Consumer Markets
- Consumer Markets Defined: All personal consumption by final consumers. Differentiated from industrial/institutional/organizational markets.
- Consumer Purchase Behavior: The buying behavior of final consumers (individuals and households) buying goods and services for personal consumption.
Characteristics Affecting Consumer Behavior
- Preliminary Questions: What is a consumer market? What is consumer purchase behavior?
- Model of Consumer Behavior: A model incorporating the consumer's environment (marketing stimuli, other - economic, technological, social, cultural), internal characteristics (buyer's characteristics - buyer's decision process), and resulting responses (buyer responses - buying attitudes/preferences, purchase behavior).
Cultural Factors
- Culture: Learned values, perceptions, wants, and behavior from family and institutions.
- Subcultures: Groups within a culture with shared values based on experiences and situations.
- Social Class: Relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Antecedents of social class are uncertain.
Social Factors
- Reference Groups: Groups that influence a person's behavior. These groups can be primary, secondary, and aspirational (looked up to).
- Family: The most important consumer buying organization. Includes family of orientation and procreation. Consumer roles include initiator, influencer, decider, buyer, and user.
- Roles and Status: The roles individuals play and the status they have within their particular groups.
Personal Factors
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Age and Life-Cycle Stage: Includes age, occupation, economic situation, lifestyle, and personality/self-concept.
- Young: Single, married without/with children, divorced with/without children
- Middle-aged: Similar categories to young but with additional considerations like without dependent children
- Elder: Older married, older unmarried
- Occupation: Blue-collar v. white-collar roles influence consumption patterns.
- Economic Situation: Affects buying decisions.
- Lifestyle: A person's pattern of living as expressed in their activities, interests, and opinions, classified into categories.
- Personality and Self-Concept: Unique, consistent, lasting responses to one's environment.
Psychological Factors
-
Motivation: A need aroused to a sufficient level of intensity.
- Example: Freud vs. Maslow theories of motivation.
-
Perception: The process of selecting, organizing, and interpreting information to form a meaningful picture.
- Includes selective attention, distortion, and retention.
- Learning: Changes in behavior from experience, involving drives, stimuli, cues, responses, and reinforcement.
- Beliefs and Attitudes: Descriptive thoughts and evaluations, feelings, and tendencies towards objects, ideas.
The Buyer Decision Process
-
Stages:
- Need recognition (actual vs. desired)
- Information search (internal/external sources)
- Evaluation of alternatives (importance, saliency, utility functions)
- Purchase decision (postponement/other influences)
- Post-purchase behavior (satisfaction/dissatisfaction, cognitive dissonance)
Types of Buying Decision Behavior
- Complex Buying Behavior: High involvement, significant differences between brands (expensive, frequently purchased products).
- Dissonance-Reducing Buying Behavior: High involvement, few differences between brands (expensive, infrequently purchased).
- Habitual Buying Behavior: Low involvement, little brand difference (low price, frequently purchased products).
- Variety-Seeking Buying Behavior: Low involvement, significant perceived differences between brands (price and promotions are strong influences, boredom, variety).
Typical Strategies
- Brand Leaders: Focus on habitual buying.
- Brand Challengers: Focus on variety seeking.
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Description
This quiz explores the fundamentals of strategic marketing focused on consumer markets. It covers key concepts such as consumer purchase behavior, characteristics affecting consumer behavior, and the impact of cultural factors. Test your understanding of how consumer markets operate and the dynamics that influence purchasing decisions.
