Question 1

Identify and briefly explain the four types of consumer buying behaviour and the degree of differences between brands. Give examples of each buying behaviour to illustrate your understanding.

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Question 2

Briefly outline each of the stages of the buyer decision process. Be sure to give a brief description of each stage.

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Question 3

Briefly describe the various roles a person may play in the buying decision process. Which role(s) would be of greatest significance to the marketer? What practical problems would the marketer face in attempting to use this model?

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Question 4

What special problems are likely to be associated with the marketer's attempts to use psychographics? Why is psychographic information usually used with demographic data?

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Question 5

A mature couple, approaching retirement, is thinking about taking a luxury cruise around North America or Europe. Apply the buyer decision process to this couple's travel decision.

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Question 6

While marketers know a great deal about the general characteristics of opinion leaders, the identification of appropriate opinion leaders for specific products is difficult. How might the marketer deal with this problem?

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Question 7

If in order to buy a new recliner for his family room, Josh visited several furniture show rooms and test sat in a variety of chairs. This would be described as a public source of information.

Accepted Answer

Visiting furniture showrooms and test sitting in chairs is considered a personal source of information because it involves direct, personal experience with the product.

Question 8

Why is an understanding of perception essential to marketing success? Discuss the implications of selective exposure, selective distortion, and selective retention for the advertiser.

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Question 9

Dairy Australia is a marketing authority responsible for marketing dairy foods. One of its core objectives is to create primary demand for dairy foods in general rather than to promote any specific brand. A recent advertising campaign for the Australian Dairy Board encouraged young women aged 15- 45 to eat more dairy products including milk, cheese and yoghurt. The main thrust of the campaign was that women should include three servings of dairy in their daily diet in order to prevent osteoporosis from developing in later years. The campaign met with very limited success and was eventually withdrawn. Using the concept of motives or drives, explain why the campaign was not as successful as the Dairy Board had hoped.

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Question 10

Technically, generational segments are not demographic segments. Implicit in the understanding of generational segments is the notion that members of each segment share value systems based on common life- experiences and situations. As such, one way of thinking about generational segments is that they are subcultures. For each of the following generational segments, briefly discuss the major life experiences that might have shaped their value systems:

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Question 11

The information search in the buying decision process involves gathering information from a number of sources. Name the four different sources that an individual would use when buying a microwave oven and give examples of each.

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Question 12

Learning describes changes in an individual's behaviour arising from experience.

Accepted Answer

This is a commonly accepted definition of learning in psychology.

Question 13

According to Freud, an individual is unlikely to ever understand his or her own motivations completely.

Accepted Answer

Freud believed that unconscious processes, instincts, and childhood experiences influence our behavior and motivations. Since these processes are largely outside our awareness, we are unlikely to fully understand them. Thus, according to Freud, it is difficult for an individual to completely comprehend their own motivations.

Question 14

The fact that information will be lost on people who are not in the market for a product for which they may receive information means that marketers must work hard to overcome selective exposure.

Accepted Answer

Selective exposure refers to the tendency of people to seek out and pay more attention to information that is consistent with their pre-existing attitudes and beliefs, and to ignore information that contradicts them. If someone is not in the market for a particular product, they may be less likely to seek out information about it or pay attention to advertising. Marketers must therefore work hard to overcome this selective exposure and find ways to capture the attention of potential customers who may not have been actively seeking information about their product.

Question 15

Personal characteristics that influence consumer decision making and buying behaviour include psychological, personal, cultural and social factors. Describe each of these factors and the ways in which marketers deal with them in practice. Give examples of the practices that you would expect to find within (an) organisation(s) to illustrate your understanding of each of the factors.

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Quiz 7: Consumer Behaviour