Consumer Behaviour

Front 1

What is consumer behaviour?

Back 1

It is 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.

Front 2

Explain the concept of "exchange" in consumer behaviour?

Back 2

It is when two or more organizations or people give and receive something of value which is an integral part of marketing.

Front 3

Name some issues that arise during the stages in the Consumption process? CONSUMERS PERSPECTIVE

Back 3

1. Prepurchase issues:
how does a consumer decide that he or she needs a product? What are the best sources of information to learn more about alternative choices?
2. Purchase issues:
Is acquiring a product a stressful or pleasant experience? What does the purchase say about the consumer?
3. 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?

Front 4

Name some issues that arise during the stages in the Consumption process? MARKETER'S PERSPECTIVE

Back 4

1. Prepurchase Issues:
How are the consumers attitudes toward products formed and changed? What cues do consumers use to infer which products are superior to others?
2. Purchase Issues:
How do situational factors, such as time pressure or store displays, affect the consumer's purchase decision?
3. Postpurchase Issues:
What determines whether a consumer will be satisfied with a product and whether he or she will buy it again? Does this person tell others about his or her experiences with the product that affects their purchase decisions?

Front 5

Define Marketing Segmentation?

Back 5

identifies groups of consumers who are similar to one another in one or more ways and then devises marketing strategies that appeal to one or more groups. Ways to make marketing targeted towards a particular group of people such as teenagers which would be one marketing segment.

Front 6

Define Demographics?

Back 6

Statistics that measure observable aspects of a population such as birth rate, age distribution, and income.

Front 7

Name the main segment groups of consumers?

Back 7

1. Age
2. Gender
3. Family Structure
4. Social Class and Income
5. Ethnicity
6.Geography
7. Lifestyle: Beyond Demographics

Front 8

What are the two different types of "relationship marketing"? Define each

Back 8

1. Relationship Marketing- Making an effort to interact with customers on a regular basis, giving them reasons to maintain a bond with the company over time
2. Database Marketing- Tracking consumers' buying habits very closely and crafting products and messages tailored precisely to people's wants and needs based on this information

Front 9

How do marketers use "popular culture" to influence the way they market things?

Back 9

they look at things consumed by a mass market such as music, sports, movies, celebrities etc and use this as marketing tools. Ex: various characters fictional or not are used as spokespeople for particular brands that make people feel as if they know them.

Front 10

What is consumer-generated content?

Back 10

It is where everyday people voice their opinions about products, brands, and companies on blogs and social networking sites. This gives marketers insight to how brands should be improved by seeing what consumers say about them.

Front 11

Define "the meaning of consumption"?

Back 11

It is when a loyal customer of a brand such as buying Nike shoes versus another brand, feels that the brand makes a statement about the type of person you are or want to be. In other words specific brands have more meaning to the consumer than others that often define their lifestyle.

Front 12

What is a role theory?

Back 12

Is a view that much of consumer behaviour resembles actions in a play. As in a play, each consumer has lines, props, and costumes necessary to put on a good performance. Some examples of roles or actors are "Big man on campus" or "Next top model". Marketers will fill these roles with the necessary props that are needed.

Front 13

What are the different types of relationships consumers can have with products?

Back 13

1. Self-concept attachment
- The products helps to establish the user's identity
2. Nostalgic attachment:
- The product serves as a link with a past self
3. Interdependence
- The product is a part of the user's daily routine
4. Love:
- The product elicits bonds of warmth, passion, or other strong emotions

Front 14

Define what is meant by "the global consumer"?

Back 14

This is where people around the world are united by their common devotion to brand name consumer goods, movie stars and celebrities.

Front 15

What is the difference between B2C commerce and C2C commerce?

Back 15

B2C commerce- Businesses selling to consumers
C2C- Consumer-to-consumer activity
- They are terms that are apart of the virtual consumption type of marketing

Front 16

What are business ethics in terms of marketing?

Back 16

Rules of conduct that guide actions in the marketplace- standards against which more people in a marketplace judge what is right, wrong, good or bad. These universal values include honesty, trustworthiness, fairness, respect, justice, integrity, concern for others, accountability, and loyalty.

Front 17

What is social marketing?

Back 17

Using marketing techniques normally employed to sell beer or detergent to encourage positive behaviours such as increased literacy or to discourage negative activities such as drunk driving.

Front 18

What is consumer addiction?

Back 18

It is a physiological or psychological dependency on products or services. This includes addiction to alcohol, drugs, and cigarettes, and many companies profit from selling addictive products or by selling solutions to addiction.

Front 19

What is compulsive consumption?

Back 19

Repetitive shopping, often excessive, done as an antidote to tension, anxiety, depression, or boredom. "shopaholics" is a term used to describe this.

Front 20

What is the definition of shrinkage in marketing terms?

Back 20

the industry term for inventory and cash losses from shoplifting and employee theft

Front 21

What is anticonsumption?

Back 21

It is when products and services are deliberately defaced or mutilated. Ex: product tampering, where innocent consumers are hurt or killed, to graffiti on buildings and subways.

Front 22

What is a paradigm?

Back 22

It is the fundamental assumptions the researchers make about what they are studying and how to study it.

Front 23

What is positivism?

Back 23

The basic set of assumptions underlying the dominant paradigm at this point in time. This perspective has influenced Western art and science since the late sixteenth century.It encourages us to stress the functions of objects, to celebrate technology, and to regard the world as a rational, ordered place with a clearly defined past, present, and future.

Front 24

What is interpretivism?

Back 24

Proponents of this perspective argue that there is too much emphasis on science and technology in our society and that is ordered, rational view of consumers denies the complex social and cultural word in which we live. Peoples opinions on the world rather than factual based.

Front 25

What are the different categories in the "wheel of consumer behaviour"?

Back 25

1. Consumers in the marketplace
2. Consumers as individuals
3. Consumers as decision makers
4. Consumers and subcultures
5. Consumers and culture