L5 Consumer Behaviour

Question 1

what is consumer behaviour

Answer 1

The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy their needs or desires

Question 2

what are the stages in the consumer purchase decision process

Answer 2

1. Problem Recognition
2. Info Search
3. Alternative evaluation
4. Purchase decision
5. Post purchase behaviour

Question 3

Describe problem recognition and which stage is it

Answer 3

• stage 1
• perceiving a need
• gap between actual and ideal situation
  triggered by internal stimuli eg. feeling hungry or external stimuli eg. you see a billboard

Question 4

Describe info search and which stage is it

Answer 4

• stage 2
• seeking value
• internal search eg. memory, experience, thinking or external search eg. word of mouth, media, store visits, trials

Question 5

Describe alternative evaluation and which stage is it

Answer 5

• stage 3
• assessing value
• comparing different brands and products using evaluative criteria, like price, quality, country of origin, availability and service. Determines your ‘consideration set’

Question 6

Describe purchase decision and which stage is it

Answer 6

• stage 4
• consumer makes final decision
• where to buy (from whom)
• when to buy (sale?)

Question 7

Describe post purchase behaviour including cognitive dissonance and which stage is it

Answer 7

• stage 5
• realising value
  want the performance to exceed expectations for a delighted and devoted customer, or customer will be dissatisfied.
  -CD = consumers doubts after a purchase about whether the decision was correct.

Question 8

what is role of involvement in consumer decision making

Answer 8

• the consumers degree of interest in the product
• extended problem solving occurs when there is HIGH involvement as it takes a lot of time and effort. routine/limited problem solving is LOW involvement

Question 9

what are the major psychological influences on consumer behaviour

Answer 9

• needs and motivation: physiological, safety, belongingness and love, esteem, self actualisation
• personality
• perception: selective perception, exposure, comprehension, retention
• learning: develops automatic responses through repeated exposure- drive, cue response and reinforcement
• values, beliefs and attitudes
• lifestyle

Question 10

what are the major sociocultural influences on consumer behaviour

Answer 10

• personal influences: views, opinions, behaviours of others
• reference groups: associative (membership)
• family: lifecycle, decision making
• social class: upper, middle, lower
• culture and sub culture: set of values, ideas and attitudes that are learned and shared among the members of the group

Question 11

what are the major situational influences on consumer behaviour

Answer 11

• purchase task: reason for engaging in task, gift v own use
• social surroundings: shopping with friends, children etc?
• physical surroundings: decor, lighting, crowding
• temporal effects: time of day, how much time is available
• antecedent states: mood