Consumer Behavior Exam 1
Adams KSU
aquisition - -buying or obtaining a product or service
- Usage - -How we use a product/service
- Disposition - -Disposal of a product/ service, length of time used
- What is product positioning? - -- How the consumers see your product This
is a form of marketing where the business positions the product to be easily
seen by their target audience
EX: A company positioning its product to be more affordable or dependable
than others
- Who benefits from understanding consumer behavior? - -Marketing
managers, Ethicists and advocacy groups, Public policy makers and
regulators, Academics, consumers.
- What is the difference between market segments and target markets? - -
Market segments are broad populations that are split into segments or to
smaller groups to be more organized in their marketing.
Target markets are specific groups of consumers at which a product is or
service is aimed at.
- Primary data and an Example of it - -Data that is found by yourself and
research is done first hand
EX: Surveys or focus groups
- Secondary data and an Example of it - -Existing data that you do not find
yourself
EX: Google Search
- Survey Question types: - -- Quantitative: Numerical questions
-Binary: Yes or No questions
-Qualitative: Open-ended questions
, - What is story telling? - -Consumers are asked to tell stories about
acquisition, usage, or disposition experiences
- What is observation? - -Observing customers at home or in the store to
understand behavior and gain insights that will lead to more effective
marketing decisions
- Motivation - -The inner state of arousal that provides energy needed to
achieve a goal
- Ability - -Extent to which consumers have the resources needed to make
an outcome happen
- Opportunity - -A time or set of circumstances that makes it possible to do
something
- Self-Concept - -Our mental view of who we are
- Actual vs. Ideal Self - -Actual: How I see myself?
Ideal: How I would like to see myself
- Private vs. Social Self - -Private: Focusing on how you think of yourself
Social: Focusing on how others think of you
- Extended Self - -People define themselves by their possessions
- Parts of Self Concept - -Self-Image Our mental view of who we are
Self-Esteem How much we value ourselves
Self-Knowledge understanding ourselves and motivations
Social Identity: The ideal self
- Approach-Avoidance Conflicting Needs - -Both positive and negative
aspects of purchase
- Approach-Approach Conflicting Needs - -Choose between 2 desirable
choices
- Avoidance-Avoidance Conflicting Needs - -Equally undesirable choices
- Functional Need - -Has utility for particular function
Adams KSU
aquisition - -buying or obtaining a product or service
- Usage - -How we use a product/service
- Disposition - -Disposal of a product/ service, length of time used
- What is product positioning? - -- How the consumers see your product This
is a form of marketing where the business positions the product to be easily
seen by their target audience
EX: A company positioning its product to be more affordable or dependable
than others
- Who benefits from understanding consumer behavior? - -Marketing
managers, Ethicists and advocacy groups, Public policy makers and
regulators, Academics, consumers.
- What is the difference between market segments and target markets? - -
Market segments are broad populations that are split into segments or to
smaller groups to be more organized in their marketing.
Target markets are specific groups of consumers at which a product is or
service is aimed at.
- Primary data and an Example of it - -Data that is found by yourself and
research is done first hand
EX: Surveys or focus groups
- Secondary data and an Example of it - -Existing data that you do not find
yourself
EX: Google Search
- Survey Question types: - -- Quantitative: Numerical questions
-Binary: Yes or No questions
-Qualitative: Open-ended questions
, - What is story telling? - -Consumers are asked to tell stories about
acquisition, usage, or disposition experiences
- What is observation? - -Observing customers at home or in the store to
understand behavior and gain insights that will lead to more effective
marketing decisions
- Motivation - -The inner state of arousal that provides energy needed to
achieve a goal
- Ability - -Extent to which consumers have the resources needed to make
an outcome happen
- Opportunity - -A time or set of circumstances that makes it possible to do
something
- Self-Concept - -Our mental view of who we are
- Actual vs. Ideal Self - -Actual: How I see myself?
Ideal: How I would like to see myself
- Private vs. Social Self - -Private: Focusing on how you think of yourself
Social: Focusing on how others think of you
- Extended Self - -People define themselves by their possessions
- Parts of Self Concept - -Self-Image Our mental view of who we are
Self-Esteem How much we value ourselves
Self-Knowledge understanding ourselves and motivations
Social Identity: The ideal self
- Approach-Avoidance Conflicting Needs - -Both positive and negative
aspects of purchase
- Approach-Approach Conflicting Needs - -Choose between 2 desirable
choices
- Avoidance-Avoidance Conflicting Needs - -Equally undesirable choices
- Functional Need - -Has utility for particular function
