Consumer Behavior Exam 1 Chapter 1-4|
Questions with Accurate Answers
Consumer Behavior - -the study of the processes involved when individuals
or groups select, purchase, use, or dispose of products, services, ideas, or
experiences to satisfy needs and desires
- Consumer Behavior as a process: Consumer's Perspective - -Prepurchase
Issues: how does a consumer decide that he/she needs a product? What are
the best sources of information to learn more about the alternative choices?
Purchase Issues: Is acquiring a product a stressful or pleasant experience?
What does the purchase say about the consumer?
Postpurchase Issues: Does the product provide pleasure or perform its
intended function? How is the product eventually disposed of, and what are
the environmental consequences of this act?
- Consumer-Product Relationships - -Self-concept attachment: Products
which help to establish the user identity
Nostalgic Attachment: Products which serve a connection with the past self
Interdependence: the product is a part of the user's daily routine
Love: The product elicits emotional bonds of warmth, passion or other strong
emotions
- Motivation to consume - -Motivation is the processes that lead people to
behave as they do. It occurs when a need is is aroused that the consumer
wishes to satisfy.
Needs can be utilitarian(i.e., a desire to achieve some functional or practical
benefit, like consuming green vegetables for nutritional reasons)
Needs can also be hedonic (i.e., an experiential need, involving emotional
responses or fantasies)
- Needs and Wants - -Need: something a person must have to live or
achieve a goal
Want: is a specific manifestation of a need that personal and cultural factors
determine
, - Consumer Behavior as a process: Marketer's Perspective - -Prepurchase
Issues: How are consumer attitudes toward products formed and/or
changed? What cues do consumers use to infer which product are superior to
others?
Purchase Issues: How do situational factors, such as time pressure or store
displays, affect the consumer's purchase decision?
Postpurchase Issues: What determines whether a consumer will be satisfied
with a product and whether he/she will buy it again? Does this person tell
others about his/her experiences with the product and influence their
purchase decisions?
- Market Segmentation - -Marketers often use different traits like
demographics, lifestyle, habits etc. to determine target markets for products
Marketers may depend on database marketing in order to track consumers'
buying habits
Demographic
Geographic
Behavioral
Psychographic
- 80/20 rule - -20 percent of users account for 80 percent of sales
- Business Ethics - -are rules of conduct that guide actions in the
marketplace
- Creating and Manipulating Consumer Needs - -Advertisers simply do not
know enough about people to manipulate them.
It is not possible for Advertisers to create needs.
Marketing creates awareness that needs exist, not to create needs
- Materialism - -refers to the importance people attach to worldly
possessions
- Provenance - -willing to pay more for products which include information
about where it comes from, and consumers are assured that "real people"
have thoughtfully selected the things from which they choose.
- Consumer Rights and Product Satisfaction - -Marketers have an obligation
to provide safe and functional products as part of their business. If that
doesn't happen
Questions with Accurate Answers
Consumer Behavior - -the study of the processes involved when individuals
or groups select, purchase, use, or dispose of products, services, ideas, or
experiences to satisfy needs and desires
- Consumer Behavior as a process: Consumer's Perspective - -Prepurchase
Issues: how does a consumer decide that he/she needs a product? What are
the best sources of information to learn more about the alternative choices?
Purchase Issues: Is acquiring a product a stressful or pleasant experience?
What does the purchase say about the consumer?
Postpurchase Issues: Does the product provide pleasure or perform its
intended function? How is the product eventually disposed of, and what are
the environmental consequences of this act?
- Consumer-Product Relationships - -Self-concept attachment: Products
which help to establish the user identity
Nostalgic Attachment: Products which serve a connection with the past self
Interdependence: the product is a part of the user's daily routine
Love: The product elicits emotional bonds of warmth, passion or other strong
emotions
- Motivation to consume - -Motivation is the processes that lead people to
behave as they do. It occurs when a need is is aroused that the consumer
wishes to satisfy.
Needs can be utilitarian(i.e., a desire to achieve some functional or practical
benefit, like consuming green vegetables for nutritional reasons)
Needs can also be hedonic (i.e., an experiential need, involving emotional
responses or fantasies)
- Needs and Wants - -Need: something a person must have to live or
achieve a goal
Want: is a specific manifestation of a need that personal and cultural factors
determine
, - Consumer Behavior as a process: Marketer's Perspective - -Prepurchase
Issues: How are consumer attitudes toward products formed and/or
changed? What cues do consumers use to infer which product are superior to
others?
Purchase Issues: How do situational factors, such as time pressure or store
displays, affect the consumer's purchase decision?
Postpurchase Issues: What determines whether a consumer will be satisfied
with a product and whether he/she will buy it again? Does this person tell
others about his/her experiences with the product and influence their
purchase decisions?
- Market Segmentation - -Marketers often use different traits like
demographics, lifestyle, habits etc. to determine target markets for products
Marketers may depend on database marketing in order to track consumers'
buying habits
Demographic
Geographic
Behavioral
Psychographic
- 80/20 rule - -20 percent of users account for 80 percent of sales
- Business Ethics - -are rules of conduct that guide actions in the
marketplace
- Creating and Manipulating Consumer Needs - -Advertisers simply do not
know enough about people to manipulate them.
It is not possible for Advertisers to create needs.
Marketing creates awareness that needs exist, not to create needs
- Materialism - -refers to the importance people attach to worldly
possessions
- Provenance - -willing to pay more for products which include information
about where it comes from, and consumers are assured that "real people"
have thoughtfully selected the things from which they choose.
- Consumer Rights and Product Satisfaction - -Marketers have an obligation
to provide safe and functional products as part of their business. If that
doesn't happen
