Unit 5: Consumer Buyer Behaviour

Which group of consumers should an innovating firm research and target in their marketing efforts?

Early adopters and innovators (correct)

Laggards

The late majority

Conservatives

What is the primary factor that affects the rate of adoption of a new product?

Competition

Marketing strategy

Price

Product characteristics (correct)

What is relative advantage in the context of innovation adoption?

The degree to which an innovation appears superior to existing products (correct)

The degree to which an innovation is complex

The degree to which an innovation is observable

The degree to which an innovation is compatible with existing products

What is the main subject of consumer buyer behaviour?

Buying behavior of final consumers Signup and view all the answers

What is the primary focus of marketers in studying consumer behaviour?

Why consumers respond to marketing efforts Signup and view all the answers

What is the main challenge in studying consumer buying behaviour?

Determining the reasons behind consumer purchases Signup and view all the answers

What do marketers use to understand consumer behaviour?

The model of consumer behaviour Signup and view all the answers

What is a characteristic of consumers around the world?

They vary tremendously in age, income, education level and tastes Signup and view all the answers

What factor influences how consumers evaluate purchase alternatives?

The individual consumer and the specific buying situation Signup and view all the answers

What is the ongoing process that individuals or groups go through to select, purchase, use and dispose of goods and services?

Consumer buying behaviour Signup and view all the answers

When making buying decisions, what do consumers sometimes rely on?

Impulse and intuition Signup and view all the answers

What would make it easy to predict a buyer's choice?

If the buyer is interested in only one attribute Signup and view all the answers

Why is it important for marketers to study buyers?

To understand how they evaluate brand alternatives Signup and view all the answers

What type of information would help marketers predict a buyer's choice?

The importance the buyer assigns to each attribute Signup and view all the answers

What do consumers typically consider when making a buying decision?

Several attributes, each with different importance Signup and view all the answers

What is a key difference between opinion leaders and commercial endorsers?

Opinion leaders have no ax to grind and can provide both positive and negative information Signup and view all the answers

What is the primary goal of buzz marketing?

To enlist opinion leaders as brand ambassadors Signup and view all the answers

What is the potential increase in effectiveness of word-of-mouth marketing efforts through brand ambassador programs?

50 percent Signup and view all the answers

What is the primary purpose of online social networks in marketing?

To build closer customer relationships Signup and view all the answers

What type of customers are often targeted by brand ambassador programs?

Influential but everyday customers Signup and view all the answers

What is the term for online communities where people socialize or exchange information and opinions?

Online social networks Signup and view all the answers

What has contributed to the rapid increase in HDTV adoption?

Availability of more high definition programs and channels Signup and view all the answers

Why were early HDTVs and HD cable and satellite systems slow to be adopted?

They were expensive Signup and view all the answers

What characteristic of HDTV facilitates its rapid adoption?

High communicability Signup and view all the answers

What type of buyer behavior is described in the business market?

Business buyer behavior Signup and view all the answers

What do business markets include?

Retailing and wholesaling firms, as well as other organizations that buy goods and services Signup and view all the answers

Why is it important for a new-product marketer to research various factors?

To develop an effective marketing program Signup and view all the answers