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
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1. A person’s _______ are all the groups that have a direct or indirect influence on their behavior
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A. Social groupsB. Membership groupsC. Secondary groupsD. Reference groupsE. Dissociative groups
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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
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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
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2. The tendency to interpret information in a way that fits our perception is ______.
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A. Selective attentionB. Selective distortionC. Selective retentionD. Selective perceptionE. Subliminal perception
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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
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Perception affects consumers’ actual behavior
SELECTIVE ATTENTION(Screening of stimuli)
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STIMULI RELATED TO NEED
ANTICIPATEDSTIMULI
SIZE OF STIMULI
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Perception affects consumers’ actual behavior
SELECTIVE DISTORTIONTendency to interpret information in a way
that fitsour perception.
SELECTIVE RETENTIONRetention of information that supports
attitude andBeliefs.
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Perception affects consumers’ actual behavior
SUBMLIMINAL PERCEPTION Stimuli below an individual’s absolute
threshold for conscious perception. Do not produce a powerful, enduring effect
on behavior.
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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
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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
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Culture, the fundamental determinant of a person’s behavior
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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.
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Culture, the fundamental determinant of a person’s behavior
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Nationalities
SUB-CULTURES – specific identification or socialization
Religion
Geographic regions
Racial groups
ValuesPerceptionBehavior
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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
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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 is enough to motivate a purchase
E. The presence of dissatisfiers might unsell a product
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Psychological processes affect customer decision process and purchase decision
Motivation
Frederick Herzberg’s Theory
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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
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5. Which brand personality is characterized by being charming?
A. CompetenceB. ExcitementC. SophisticationD. SincerityE. Ruggedness
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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
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5. Which brand personality is characterized by being charming?
A. CompetenceB. ExcitementC. SophisticationD. SincerityE. Ruggedness
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6. Whose theory assumed that the psychological forces shaping people’s behavior are largely unconscious?
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A. Abraham Maslow’sB. Frederick Herzberg’sC. Sigmund Freud’sD. Ernest Dichter’sE. W. Edwards Deming’s
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Psychological processes affect customer decision process and purchase decision
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
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Psychological processes affect customer decision process and purchase decision
Motivation
Sigmund Freud’s Theory
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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
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Psychological processes affect customer decision process and purchase decision
Motivation
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Abraham Maslow’s TheoryPeople will satisfy the most important needs first
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Psychological processes affect customer decision process and purchase decision
Motivation
Frederick Herzberg’s Theory
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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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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
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7. What influences a consumer’s decision to modify, postpone, or avoid a purchase decision?
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A. Functional riskB. Physical riskC. Financial riskD. Social riskE. Perceived risk
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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
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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
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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
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8. Consumer trying to satisfy a need, looking for certain benefits from the product, and sees each product as a bundle of attributes.
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A. Problem recognitionB. Information searchC. Evaluation of alternativesD. Purchase decisionE. Post purchase behavior
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Concept 8: Consumer Buying ProcessThe Five-Stage Model
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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
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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
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9. What is the fundamental determinant of a person’s wants and behavior?
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A. FamilyB. ReligionC. CultureD. Sub-cultureE. Peers
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Consumer behavior is influenced by
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.
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9. What is the fundamental determinant of a person’s wants and behavior?
A. FamilyB. ReligionC. CultureD. Sub-cultureE. Peers
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10. The ______ is the most important buying organization in society.
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A. Aspirational groupsB. Dissociative groupsC. Primary groupsD. Secondary groupsE. Family
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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”
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10. The ______ is the most important buying organization in society.
A. Aspirational groupsB. Dissociative groupsC. Primary groupsD. Secondary groupsE. Family
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TOP 10 Learning Questions for
(Ch6 Analyzing Consumer Markets)
Rowena C. CompradoSeptember 16, 2011
40