Consumer Markets and Consumer Buyer Behavior - Characteristics Affecting Consumer Behavior
23 important questions on Consumer Markets and Consumer Buyer Behavior - Characteristics Affecting Consumer Behavior
What are the four major factors influencing buyer's behaviour?
2. Social influence
3. Personal influence
4. Psychological influence
One of the characteristic factors that influence behavior is culture. We distinguish culture, subculture and social class. Marketers try to notice cultural shifts and - if applicable - make market segments based up on subcultures. In the latter they sometimes apply total market strategy?
What does the cultural factor consist of?
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What does the social influence consist of?
2. Family
3. Roles and social status
One of the characteristic factors that influence behavior are social factors. We distinguish groups and social networks, family and roles and status. Which one most strongly influences buying behavior?
What does the personal influence consist of?
2. Economic situation
3. Occupation
4. Personality and self-concept
5. Lifestyle
What is the difference between a reference group and membership group?
A membership group is one of the reference groups. This is the group you also belong to.
What do the psychological influences consist of?
2. Perception
3. Learning
4. Beliefs and attitudes
Describe the steps of the model of buyer behaviour.
- This consists of the marketing stimuli (The four P's: price, product, place, and promotion) and factors (Economic, culture, social, and technological factors.)
2. The black box (A consumer's mind, and also the WHY of buying behavior)
- Consists of buyer's characteristics
- Consists of a buyer's decision progress
3. The Buyer responses
- Buying attitude and preference
- What they buy, when they buy it, and how much of it they buy
- Brand engagements and relationships.
What do groups and cultures consist of?
2. Opinion leaders (influencers)
3. Mouth-of-word
4. Influencer marketing
5. Social networks
One of the characteristic factors that influence behavior are personal factors. We distinguish age and lifecycle stage, occupation, economic situation, personality and self-concept. Which of these can help to understand customer values and how they affect buying behavior?
Online social networks
What is important about a lifestyle for a marketer?
Personality can be used in analyzing consumer behavior for certain product or brand choices. Brands also have personalities and the idea is that consumers buy the brands that matches with their own personality. We can distinguish five brand personalities.
1. Sincerity
2. Excitement
3. Competence
4. Sophistication
5. Ruggedness
What's the difference between those five?
1. Sincerity; down-to-earth, honest, wholesome and cheerful.
2. Excitement; daring, spirited, imaginative, up-to-date.
3. Competence; reliable, intelligent, successful
4. Sophistication; glamorous, upper class, charming.
5. Ruggedness; outdoor, tough.
One of the characteristic factors that influence behavior are psychological factors. We distinguish motivation, perception, learning, beliefs and attitude.
A motive is a need that is sufficiently pressing to direct the person to seek satisfaction. Sigmund Freud and Maslow both have developed a theory about this. What are those theories?
Maslow argues that human needs are arranged in hierarchy; the most pressing at the bottom and the less pressing at the top. From low to high: psychological needs, safety needs, social needs, esteem needs, seulf-actualization needs.
What is a group?
People can form different perceptions of the same stimulus because of three perceptual processes: selective attention, selective distortion and selective retention. Explain these different phases.
2. Selective distortion; the tendency of people to interpret information in a way that supports what they already believe.
3. Selective retention; the tendency of people to remember good points about the brand they most favor and forget about competitors.
What is word of mouth influence?
What is an opinion leader?
What is buzz marketing?
What is a role?
What is a lifestyle?
What is a motive?
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