Summary: Multicultural Consumer Behaviour

Read the summary and the most important questions on Multicultural Consumer Behaviour

• 1 chapter 1, consumer behavior and technology

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• What is meant by selling concept?

  It creates a focus on selling the products that the marketer has decided to produce. The selling concept assumes that consumers are unlikely to buy the product unless they are aggressively persuaded to do so – and the approach does not consider customer satisfaction or customer retention.

• What is the consumer decision making model?

  The diagram summarizes the process of consumer decision making, which includes three components: the input, process, and output stages of decision-making

• What is the relation between Marketing Concept and Consumer Behaviour?

  Marketing and consumer behaviour stem from the marketing concept, which maintains that the essence of marketing consists of satisfying consumer’s needs, creating value, and retaining customers. It maintains that companies must produce only those goods that they have already determined that consumers would buy. (e.g. Classico Pasta sauce, “We made it like you’d make it.”)

• Explain the study of consumer behaviour

  The study of consumer behavior describes what products and brands consumers buy, why they buy them, when they buy them, where they buy them, how often they buy them, how often they use them, how they evaluate them after the purchase, and whether or not they buy them repeatedly.

• What is Consumer research?

  All companies must continually conduct research to understand the needs and priorities of their market segments. Consumer needs are shaped by the environment, culture, education, and life experiences.

• 2 Chapter 3, consumer motivation and personality

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• What is meant by Frustration and Defence Mechanisms?

  Are used when people cannot cope with frustration. They are often developed to protect one’s ego from feelings of failure when goals are not achieved. Perhaps you can identify a time when you used a defense mechanism when reacting to a difficult situation. Marketers often depict frustrating situations in ads and describe how their products relieve them.
  

  • Aggression
  • Rationalization
  • Regression
  • Projection
  • Daydreaming
  • Withdrawal

• What are Motivational Factors?

  1. Functional factors reflect interest in the performance of an innovation
     
  2. Hedonic factors relate to feeling gratified by using the innovation
  3. Social factors reflect the desire to be recognised by others because of their pursuit of innovations
  4. Cognitive factors express the mental stimulation experienced by using an innovation

• What are the theories of personality?

  • Freudian theory
    
  • Neo-Feudian personality theory
  • Trait theory-Horney (CAD)

• What is the Trait theory-Horney (CAD)?

  The Trait theory takes a quantitive approach to personality as a set of psychological traits. A trait is any distinguishing, relatively enduring way in which one individual differs from another. 

• Why do marketers use failure?

  By resolving a particular frustration through the use of their advertised product or service