Study your flashcards anywhere!

Download the official Cram app for free >

  • Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off
Reading...
Front

How to study your flashcards.

Right/Left arrow keys: Navigate between flashcards.right arrow keyleft arrow key

Up/Down arrow keys: Flip the card between the front and back.down keyup key

H key: Show hint (3rd side).h key

A key: Read text to speech.a key

image

Play button

image

Play button

image

Progress

1/12

Click to flip

12 Cards in this Set

  • Front
  • Back

What is consumer behaviour all about in marketing ?

1. identifying target market


2. consumer decision making


3. identify consumer's perceptions of products, brands and stores


4. identify unmet needs


5. discovering how attitudes can be by advertising

What are the steps involved in decision making process of an individual ?

1. recognise problem and needs


2. pre-purchase research


3. Evaluate alternatives


4. Purchase


5. Post-purchase evaluation

What are the external factors that influences individual's decision making process?

1. External socio-cultural environment


2. Firms marketing effort


3. Purchase situation

What are the socio-cultural factors that could influence individual's decision making process ?

- family : as children's knowledge and skills are given buy their parents


- culture


- social class : educational attainment, occupational status, income


- reference groups : a person or group that serves as a point of comparison for individual in forming specific attitudes, values or behaviour

What are the psychological influences on individual's decision making process?

1. Learning and brand loyalty


2. Personality


3. Mood


4. Attitudes

What happens in problem/need recognition, give examples ?

- Motivation (negative / positive)


- Level of needs (Maslow's hierarchy of needs and related products)


- lower-level needs (water,sleep,food,staple items)


- higher-level needs (cars, furniture, credit cards)

What is involved in pre-puchase research ? Elaborate.

- experience: consumers' previous purchase within a same category


- product involvement :


- if it is high risk the item requires more research (to reduce purchase risk) before purchase


- if it is low risk and low involvement goods, usually consumers falls into habitual behaviour in purchase

What happens when evaluating alternatives ?

- Evoke set : specific brand a consumer considers in making their decisions


- criteria used to evaluate brands: involves compensatory / non-compensatory rules


- compensatory rules: evaluates all aspects of a product


- non-compensatory rules: one poorly performed aspects in a product cannot be overcome by other good aspects in the product

How does personality play a role in determine consumers' response to environment/marketing a product ?

- close relationship between personality and product life cycle 
- innovators, early adopters, early majority, mid majority 
- innovators can be distinguished from non-innovators by marketer by traits of dogmatism, risk aversion

- close relationship between personality and product life cycle


- innovators, early adopters, early majority, mid majority


- innovators can be distinguished from non-innovators by marketer by traits of dogmatism, risk aversion

How does mood play a part in allowing marketer to influence individual's decision making ?

- mood is a short lived emotions


- can be influenced by environment, salespeople and marketing communications employed


- If employed at the right place and right time can encourage people to buy more products



How does marketer determine consumer's perception on their product ? and how do they interpret information they obtained ?

- employing perceptual map


- positioning of their products tells them consumer's perception of their product.


- like they position it as high-end product due to the price and quality that might cause them to perceive the product as luxury goods and not staple goods.


- can also show good picture of their product with their competitors

How is brand loyalty established through the understanding of consumer behaviour ?

- Post-purchase


- if they like the product / or receives good service


- good experience is created


- leads to repeat purchase


- and if the expectation is met every time (during the repurchase) then brand loyalty is created