MK4002 Week 3 - Understanding
Customer Behavior Test Latest
Update
Customer Behavior - Answer How customers behave can never be taken for granted ...
there are a variety of influences on the purchasing habits of customers... successful
marketing requires a great sensitivity to these subtle drivers of behavior and an ability
to anticipate how they influence demand..."
Understanding Customer Behaviour - Answer Understanding customers is vital to the
marketing concept.
• Marketers selling products and services want to know about their consumers, what
they like and dislike, and how they make decisions.
• Customer behavior changes over time due to new trends and new influences.
Understanding Customer Behavior Definition - Answer • 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.
Dimensions of Customer Behavior - Answer • Who is important?
• How do they buy?
• What are their choice criteria?
• Where do they buy?
• When do they buy?
Dimensions of Customer Behavior -Roles - Answer five roles
1. Initiator
2. Influencer
3. Decider
4. Buyer
5. User
Initiator - Answer the person who begins the process of considering a purchase.
Information may be gathered by this person to help the decision.
, Influencer - Answer the person who attempts to persuade others in the group
concerning the outcome of the decision.
• Influencers typically gather information and attempt to impose their choice criteria on
the decision.
Decider - Answer the individual with the power and/or financial authority to make the
ultimate choice regarding which product to buy.
Buyer - Answer the person who conducts the transaction.
• The buyer calls the supplier, visits the store or goes online, makes the payment and
effects delivery.
User - Answer the actual consumer/user of the product.
Consumer Decision Making Process - Answer five key buying stages
1. Need Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase
5. Post-purchase evaluation
Need recognition - Answer n may be functional and occur as a result of routine depletion
(e.g. petrol, food) or unpredictable events (e.g. the breakdown of a car or washing
machine)
Information Search - Answer the identification of alternative ways of problem solving
- Commercial or personal sources
Objective of information search - Answer to build awareness set
- the set of brands that the consumer is aware may provide a solution to a problem
Internal Search - Answer retrieve relevant information from memory
External Search - Answer seek information from qualified others
Evoked set - Answer a group of brands resulting from an information search from which
a buyer can choose
Post-purchase evaluation - Answer known as cognitive dissonance
- post-purchase concerns of a consumer arising from uncertainty as to whether a
decision to purchase was the correct one
Customer Behavior Test Latest
Update
Customer Behavior - Answer How customers behave can never be taken for granted ...
there are a variety of influences on the purchasing habits of customers... successful
marketing requires a great sensitivity to these subtle drivers of behavior and an ability
to anticipate how they influence demand..."
Understanding Customer Behaviour - Answer Understanding customers is vital to the
marketing concept.
• Marketers selling products and services want to know about their consumers, what
they like and dislike, and how they make decisions.
• Customer behavior changes over time due to new trends and new influences.
Understanding Customer Behavior Definition - Answer • 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.
Dimensions of Customer Behavior - Answer • Who is important?
• How do they buy?
• What are their choice criteria?
• Where do they buy?
• When do they buy?
Dimensions of Customer Behavior -Roles - Answer five roles
1. Initiator
2. Influencer
3. Decider
4. Buyer
5. User
Initiator - Answer the person who begins the process of considering a purchase.
Information may be gathered by this person to help the decision.
, Influencer - Answer the person who attempts to persuade others in the group
concerning the outcome of the decision.
• Influencers typically gather information and attempt to impose their choice criteria on
the decision.
Decider - Answer the individual with the power and/or financial authority to make the
ultimate choice regarding which product to buy.
Buyer - Answer the person who conducts the transaction.
• The buyer calls the supplier, visits the store or goes online, makes the payment and
effects delivery.
User - Answer the actual consumer/user of the product.
Consumer Decision Making Process - Answer five key buying stages
1. Need Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase
5. Post-purchase evaluation
Need recognition - Answer n may be functional and occur as a result of routine depletion
(e.g. petrol, food) or unpredictable events (e.g. the breakdown of a car or washing
machine)
Information Search - Answer the identification of alternative ways of problem solving
- Commercial or personal sources
Objective of information search - Answer to build awareness set
- the set of brands that the consumer is aware may provide a solution to a problem
Internal Search - Answer retrieve relevant information from memory
External Search - Answer seek information from qualified others
Evoked set - Answer a group of brands resulting from an information search from which
a buyer can choose
Post-purchase evaluation - Answer known as cognitive dissonance
- post-purchase concerns of a consumer arising from uncertainty as to whether a
decision to purchase was the correct one
