ch 6 analyzing consumer markets top 10 learning questions

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TOP 10 Learning Questions for

(Ch6 Analyzing Consumer Markets)

Rowena C. CompradoSeptember 16, 2011

1. A person’s _______ are all the groups that have a direct or indirect influence on their behavior

A. Social groupsB. Membership groupsC. Secondary groupsD. Reference groupsE. Dissociative groups

Reference groups- have direct or indirect influence on customer behavior

Membership groups- with direct influence Primary groups- family, friends, neighbors,

colleagues Secondary groups- religious, professional,

unions Aspirational groups- those a person hopes

to join Dissociative groups- those whose values or

behavior an individual rejects

1. A person’s _______ are all the groups that have a direct or indirect influence on their behavior

A. Social groupsB. Membership groupsC. Secondary groupsD. Reference groupsE. Dissociative groups

2. The tendency to interpret information in a way that fits our perception is ______.

A. Selective attentionB. Selective distortionC. Selective retentionD. Selective perceptionE. Subliminal perception

Perception affects consumers’ actual behavior

People have different perceptions of the same object

because of these processes:

SELECTIVE ATTENTION SELECTIVE DISTORTION SELECTIVE RETENTION SUBLIMINAL PERCEPTION

SELECTIVE ATTENTION(Screening of stimuli)

STIMULI RELATED TO NEED

ANTICIPATEDSTIMULI

SIZE OF STIMULI

SELECTIVE DISTORTIONTendency to interpret information in a way

that fitsour perception.

SELECTIVE RETENTIONRetention of information that supports

attitude andBeliefs.

SUBMLIMINAL PERCEPTION Stimuli below an individual’s absolute

threshold for conscious perception. Do not produce a powerful, enduring effect

on behavior.

2. The tendency to interpret information in a way that fits our perception is ______.

A. Selective attentionB. Selective distortionC. Selective retentionD. Selective perceptionE. Subliminal perception

3. Which of the following is true?

A. Culture is a set of values, perceptions, and behavior.

B. Culture may not vary from one country to another.

C. Each culture is composed of smaller sub-culture that provide general identification and socialization for members.

D. Market segments are created based on consumer behavior

E. Sub-cultures include nationalities, religions, racial groups, reference groups, and geographic regions

Culture, the fundamental determinant of a person’s behavior

Culture is a set of values, perceptions, and behavior.

Culture varies from one country to another.

Each culture is composed of smaller sub-culture--- sharing value system based on common experiences and situations.

Market segments are created based on culture/sub-cultures.

Nationalities

SUB-CULTURES – specific identification or socialization

Religion

Geographic regions

Racial groups

ValuesPerceptionBehavior

3. Which of the following is true?

A. Culture is a set of values, perceptions, and behavior.

B. Culture may not vary from one country to another.

C. Each culture is composed of smaller sub-culture that provide general identification and socialization for members.

D. Market segments are created based on consumer behavior

E. Sub-cultures include nationalities, religions, racial groups, reference groups, and geographic regions

4. Which of the following is false ?

A. Satisfiers are factors that cause satisfaction

B. Dissatisfiers are factors that cause dissatisfaction

C. The absence of dissatisfiers will not sell a product

D. The absence of dissatisfiers is enough to motivate a purchase

E. The presence of dissatisfiers might unsell a product

Psychological processes affect customer decision process and purchase decision

Motivation

Frederick Herzberg’s Theory

Satisfiers – factors that cause satisfaction

Dissatisfiers –factors that cause dissatisfaction

Sellers should identify major satisfiers or motivators of purchase

Sellers should avoid dissatisfiers

Satisfiers must be present to motivate consumers

The absence of dissatisfiers are not enough to motivate

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4. Which of the following is false ?

A. Satisfiers are factors that cause satisfaction

B. Dissatisfiers are factors that cause dissatisfaction

C. The absence of dissatisfiers will not sell a product

D. The absence of dissatisfiers are enough to motivate a purchase

E. The presence of dissatisfiers might unsell a product

5. Which brand personality is characterized by being charming?

A. CompetenceB. ExcitementC. SophisticationD. SincerityE. Ruggedness

Personal Factors:Brands have personalities and consumers choose brands that match their own

Personalities and traits:Sincerity-down to earth, honest, wholesome, cheerfulExcitement-daring, spirited, imaginative, up to dateCompetence-reliable, intelligent, successfulSophistication-upper class, charmingRuggedness-outdoorsy and tough

5. Which brand personality is characterized by being charming?

A. CompetenceB. ExcitementC. SophisticationD. SincerityE. Ruggedness

6. Whose theory assumed that the psychological forces shaping people’s behavior are largely unconscious?

A. Abraham Maslow’sB. Frederick Herzberg’sC. Sigmund Freud’sD. Ernest Dichter’sE. W. Edwards Deming’s

A need becomes a motivation

Biogenic needs- arise out of hunger, thirst, or discomfort.

Psychogenic needs- arise out of need of recognition, esteem, or belonging.

Best-known theories of human motivation from Sigmund Freud, Abraham Maslow, and Frederick Herzberg

Motivation

Sigmund Freud’s Theory

Psychological forces shaping people’s behavior are largely subconsciousReaction on specific brands are also based on less conscious cues

Shapes, colors, weight, material, brand name

Motivation

Abraham Maslow’s TheoryPeople will satisfy the most important needs first

Motivation

Frederick Herzberg’s Theory

Satisfiers – factors that cause satisfaction

Dissatisfiers –factors that cause dissatisfaction

Sellers should identify major satisfiers or motivators of purchase

Sellers should avoid dissatisfiers

Satisfiers must be present to motivate consumers

The absence of dissatisfiers are not enough to motivate

6. Whose theory assumed that the psychological forces shaping people’s behavior are largely unconscious?

A. Abraham Maslow’sB. Frederick Herzberg’sC. Sigmund Freud’sD. Ernest Dichter’sE. W. Edwards Deming’s

7. What influences a consumer’s decision to modify, postpone, or avoid a purchase decision?

A. Functional riskB. Physical riskC. Financial riskD. Social riskE. Perceived risk

General intervening factors between purchase intention and purchase decision

Attitude of others- intensity of other person’s negative or positive attitude toward our preferred alternative

- our motivation to comply with the others person’s wishes

Unanticipated situational factors- Perceived risks influences consumer’s decision to modify, postpone, or avoid a purchase decision

Perceived Risk

Functional risk- product does not perform up to expectations

Physical risk- product poses a threat to the physical well-being

Financial risk- product not worth the price

Social risk- product results in embarrassment from others

Psychological risk- product affects mental well-being of user

Time risk- failure of product results in opportunity cost to find another satisfactory product

7. What influences a consumer’s decision to modify, postpone, or avoid a purchase decision?

A. Functional riskB. Physical riskC. Financial riskD. Social riskE. Perceived risk

8. Consumer trying to satisfy a need, looking for certain benefits from the product, and sees each product as a bundle of attributes.

A. Problem recognitionB. Information searchC. Evaluation of alternativesD. Purchase decisionE. Post purchase behavior

Concept 8: Consumer Buying ProcessThe Five-Stage Model

PROBLEM REGONITION

INFORMATION SEARCH

EVALUATION OF ALTERNATIVESPURCHASE DECISION

POSTPURCHASE BEHAVIOR

Evaluation process:- Consumer satisfying a need- Customer looking for certain benefits

from the product- Consumer sees each product as a bundle

of attributes to satisfy a need

8. Consumer trying to satisfy a need, looking for certain benefits from the product, and sees each product as a bundle of attributes.

A. Problem recognitionB. Information searchC. Evaluation of alternativesD. Purchase decisionE. Post purchase behavior

9. What is the fundamental determinant of a person’s wants and behavior?

A. FamilyB. ReligionC. CultureD. Sub-cultureE. Peers

Consumer behavior is influenced by

Culture is a set of values, perceptions, and behavior.

Culture varies from one country to another.

Each culture is composed of smaller sub-culture--- sharing value system based on common experiences and situations.

Market segments are created based on culture/sub-cultures.

9. What is the fundamental determinant of a person’s wants and behavior?

A. FamilyB. ReligionC. CultureD. Sub-cultureE. Peers

10. The ______ is the most important buying organization in society.

A. Aspirational groupsB. Dissociative groupsC. Primary groupsD. Secondary groupsE. Family

Concept 2: Social factors affect consumer behavior

Membership- w/ direct influence Primary- family, friends, colleagues Secondary- religious, professionalAspirational- hopes to joinDissociative- don’t want to join

Orientation- parents/siblingsProcreation- spouse/children

Reference Groups Family (the most imporant

consumer buying organization

Roles and status Role- position/function

Status- brought about by role“Status-symbol”

10. The ______ is the most important buying organization in society.

A. Aspirational groupsB. Dissociative groupsC. Primary groupsD. Secondary groupsE. Family

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