ADM 2320 Lecture : ADM2320C Chapter 6 Consumer Behaviour

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crimsonpug330

3 Feb 2012

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Consumer behaviour y use principles and theories from sociology, anthropology and psychology y understand consumer actions y develop basic strategies to deal with those actions y understand why people buy products or services. The consumer decisions process: step 1: need recognition, need recognition. Functional needs: needs that pertain to the performance of a product or service. Psychological needs: needs that pertain to the personal gratification consumers associate with a product and/or service: step 2: research for information. Compensatory decision rule: at work when the consumer is evaluation alternatives and trades off one characteristic against another, such that good characteristics compensate for bad ones. Noncompensatory decision rule: consumers choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes. Stand behind the product or service by providing money-back guarantees and warranties.

Related Questions

Research the topic of how marketers use personality tests to understand consumer behaviour. The use of information on psychological traits and demographics can be significantly valuable information to the marketer. Include a discussion of at least one personality test that marketers use and how it relates to identifying consumer behaviour patterns.

1. Describe why identifying consumer behaviour patterns are so important and impactful to the marketer.
2. Identify and explain a personality test that is used by marketers, including the basic premise of how it works. From a marketing standpoint, how might this tool be used concerning more effectively reaching the company

burgundyscorpion726

Which of the following statements is true of postpurchase behavior?

Consumers tend to increase dissonance by justifying their purchase decision.

Consumers expect certain outcomes from a product after making a purchase.

Marketers encourage customers to have doubts even after they purchase a product.

Communication with consumers does not help in reducing cognitive dissonance.

Which of the following statements is true of nonmarketing-controlled information sources?

It is monitored anonymously by marketers acting as nonmarketing agents to promote their product.

It includes Internet forums and other forms of public sources of information.

It is biased towards a specific product because it originates with marketers promoting that product.

It includes mass media advertising like television, and newspaper advertising.

Which of the following statements is true of the factors determining the level of consumer involvement?

Involvement is not related to consumer interests.

Consumers are not involved when the perceived risk in purchasing a product is high.

Involvement decreases as the social visibility of a product increases.

Consumers become less involved in the purchase of a familiar product.

Which of the following is an individual characteristic that influences a person's buying decisions?

Culture

Gender

Learning

In the consumer decision making process, _____ uses informationâeither based on past interactions or collected through external sourcesâto instantaneously customize the customer experience.

Proactive personalization

Contextual innovation

Journey innovation

Selective exposure

During an external information search, a consumer is most likely to enlarge his search and consider more alternative brands when:

	a.	the product or service to be bought is a frequently purchased, low-cost item.
	b.	the perceived risk of the product or service to be purchased increases.
	c.	the consumer is confident of making a purchase decision with the information at hand.
	d.	the consumer is knowledgeable and well informed about a potential purchase.

Motivation

After considering this week's readings, prepare a posting in which you articulate your understanding of the integral/transtheoretical approach to this course. Moon, B. J. (2004). Effects of consumer ethnocentrism and product knowledge on consumers utilization of country-of-origin information. Advances in Consumer Research, 31, 667-684. Russell, C. A., & Valenzuela, A. (2005). Global consumption: (How) does culture matter? Advances in Consumer Research, 32, 86. Xu, J., Shim, S., Lotz, S., & Almeida, D. (2004). Ethnic identity, socialization factors, and culture-specific consumption behavior. Psychology & Marketing, 21(2), 93-112. Loroz, P. S. & Cronley, M. (n.d.). Consumer Psychology. Retrieved from http://www.slideserve.com/bevis/consumer-psychology please no plagiarism and sitee references.

ADM 2320 Lecture : ADM2320C Chapter 6 Consumer Behaviour

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