Marketing 2500 Exam 2 WMU
Questions with Complete Solutions
consumer buying behaviour - ANSWER-refers to the buying behavior of final
consumers --- individuals and households that buy goods and services for personal
consumption - Note: customer = the person or entity that buys the product; consumer
= the person or entity that uses the product
model of consumer buyer behavior - ANSWER-step 1: marketing and other stimuli -
four p's & economic, technological, political, cultural
step 2: buyer's black box - buyer characteristics & buyer decision process
step 3: buyer responses - product choice, brand choice, dealer choice, purchase
timing, purchase amount
buyer's black box - ANSWER-marketing and other stimuli enter the buyer's "black
box" and produce certain choice / purchase responses & marketers must figure out
what is inside of the buyer's "black box" and how stimuli are changed to responses
4 factors that impact consumer behavior - ANSWER-cultural, social, personal,
psychological
cultural - ANSWER-culture: includes basic values, perceptions, wants and behaviors
subculture: groups of people with shared value systems
social class: relatively permanent and ordered divisions in a society whose members
share similar values, interests, and behaviors
social - ANSWER-groups: memberships, reference, opinion leaders
family: important as a functional buying unit, various patterns of influence
roles and status: activities people expected to perform according to the people
around them and general esteem given to a role by society
personal - ANSWER-age and life-cycle stage, occupation, economic situation,
lifestyle, self-concept
psychological - ANSWER-motivation, perception, learning, beliefs and attitudes
the buyer decision process - ANSWER-need recognition > information search >
evaluation of alternatives > purchase decision > post purchase behavior
step one: need recognition - ANSWER-- buyer becomes aware of a difference
between a desired state and an actual condition
- individual may be unaware of the problem or need
- marketers may use sales personnel, advertising, and packaging to trigger
recognition of needs or problems
, - recognition speed can be slow or fast
- needs can be triggered by: internal stimuli: normal needs become strong enough to
drive behavior external stimuli: advertisements, friends or family
step two: information search - ANSWER-- consumers exhibit heightened attention or
actively search for information
- sources of information: personal - family, friends, neighbors etc.
commercial - advertising, salespeople etc.
public - mass media, commercial rating groups.
experiential - handling/using the product.
- word-of-mouth
step three: evaluation of alternatives - ANSWER-- evaluation procedure depends on
the consumer and the buying situation
- most buyers evaluate multiple attributes, each of which is weighted differently
- at the end of the evaluation stage, purchase intentions are formed
- some products may be purchased on impulse, with little rational evaluation taking
place
step four: purchase decision - ANSWER-- two factors intercede between purchase
intentions and the actual decision: attitudes of others and unexpected situational
factor
step five: post purchase behavior - ANSWER-- Satisfaction is key: satisfaction is a
function of consumer expectations and perceived product performance:
Performance < Expectations = Disappointment
Performance = Expectations = Satisfaction
Performance > Expectations = Delight
- Delighted consumers engage in positive word-of-mouth.
- Unhappy customers tell on average 11 other people.
- Cognitive dissonance (purchase context)
Buyer discomfort caused by post-purchase conflict (unsure about whether they
should have made the purchase)
Consumer will engage in action to relieve discomfort.
adoption process for new products - ANSWER-the mental processes through which
an individual passes from first hearing about an innovation to final adoption - markets
should help consumers move from awareness to adoption because adoption is the
decision by an individual to become a regular user of the product
stages in the adoption process - ANSWER-1. Awareness - aware but lacks
information
2. Interest - seeks information about the new product
3. Evaluation - decides whether trying the product makes sense
4. Trial - tries the product to improve estimate of value
5. Adoption - consumer decides to make full and regular use of product
5 different adopter categroies - ANSWER-each of which behaves differently toward
new products
Questions with Complete Solutions
consumer buying behaviour - ANSWER-refers to the buying behavior of final
consumers --- individuals and households that buy goods and services for personal
consumption - Note: customer = the person or entity that buys the product; consumer
= the person or entity that uses the product
model of consumer buyer behavior - ANSWER-step 1: marketing and other stimuli -
four p's & economic, technological, political, cultural
step 2: buyer's black box - buyer characteristics & buyer decision process
step 3: buyer responses - product choice, brand choice, dealer choice, purchase
timing, purchase amount
buyer's black box - ANSWER-marketing and other stimuli enter the buyer's "black
box" and produce certain choice / purchase responses & marketers must figure out
what is inside of the buyer's "black box" and how stimuli are changed to responses
4 factors that impact consumer behavior - ANSWER-cultural, social, personal,
psychological
cultural - ANSWER-culture: includes basic values, perceptions, wants and behaviors
subculture: groups of people with shared value systems
social class: relatively permanent and ordered divisions in a society whose members
share similar values, interests, and behaviors
social - ANSWER-groups: memberships, reference, opinion leaders
family: important as a functional buying unit, various patterns of influence
roles and status: activities people expected to perform according to the people
around them and general esteem given to a role by society
personal - ANSWER-age and life-cycle stage, occupation, economic situation,
lifestyle, self-concept
psychological - ANSWER-motivation, perception, learning, beliefs and attitudes
the buyer decision process - ANSWER-need recognition > information search >
evaluation of alternatives > purchase decision > post purchase behavior
step one: need recognition - ANSWER-- buyer becomes aware of a difference
between a desired state and an actual condition
- individual may be unaware of the problem or need
- marketers may use sales personnel, advertising, and packaging to trigger
recognition of needs or problems
, - recognition speed can be slow or fast
- needs can be triggered by: internal stimuli: normal needs become strong enough to
drive behavior external stimuli: advertisements, friends or family
step two: information search - ANSWER-- consumers exhibit heightened attention or
actively search for information
- sources of information: personal - family, friends, neighbors etc.
commercial - advertising, salespeople etc.
public - mass media, commercial rating groups.
experiential - handling/using the product.
- word-of-mouth
step three: evaluation of alternatives - ANSWER-- evaluation procedure depends on
the consumer and the buying situation
- most buyers evaluate multiple attributes, each of which is weighted differently
- at the end of the evaluation stage, purchase intentions are formed
- some products may be purchased on impulse, with little rational evaluation taking
place
step four: purchase decision - ANSWER-- two factors intercede between purchase
intentions and the actual decision: attitudes of others and unexpected situational
factor
step five: post purchase behavior - ANSWER-- Satisfaction is key: satisfaction is a
function of consumer expectations and perceived product performance:
Performance < Expectations = Disappointment
Performance = Expectations = Satisfaction
Performance > Expectations = Delight
- Delighted consumers engage in positive word-of-mouth.
- Unhappy customers tell on average 11 other people.
- Cognitive dissonance (purchase context)
Buyer discomfort caused by post-purchase conflict (unsure about whether they
should have made the purchase)
Consumer will engage in action to relieve discomfort.
adoption process for new products - ANSWER-the mental processes through which
an individual passes from first hearing about an innovation to final adoption - markets
should help consumers move from awareness to adoption because adoption is the
decision by an individual to become a regular user of the product
stages in the adoption process - ANSWER-1. Awareness - aware but lacks
information
2. Interest - seeks information about the new product
3. Evaluation - decides whether trying the product makes sense
4. Trial - tries the product to improve estimate of value
5. Adoption - consumer decides to make full and regular use of product
5 different adopter categroies - ANSWER-each of which behaves differently toward
new products
