Consumer Behavior – Decision Process & Segmentation

20 Question-and-Answer flashcards covering consumer decision-making stages, segmentation bases, motivation theories, and learning principles.

What is the first stage in the consumer decision-making process?

Need recognition

What activity do consumers perform during the second stage of the decision-making process?

Information search

In the evaluation stage, what are consumers comparing?

Alternatives

Name one factor that may affect the purchase decision.

Promotions

What stage follows the purchase in the consumer decision-making process?

Post-purchase behavior

Segmentation by age, gender, or income is referred to as what type of segmentation?

Demographic segmentation

What is the term for dividing a market based on location?

Geographic segmentation

Segmenting consumers according to values and lifestyle is called what?

Psychographic segmentation

What segmentation base divides people by how they act or buy?

Behavioral segmentation

Grouping customers by the product benefits they seek is known as what?

Benefit segmentation

How many levels of needs are included in Maslow's hierarchy?

Five

In Herzberg’s Two-Factor theory, hygiene factors are separated from what?

Motivators

According to McClelland, consumers are primarily motivated by what?

Achievement

Incentive theory suggests behavior is driven by the expectation of what?

Rewards

Dissonance theory proposes that buyers seek what after a purchase?

Confirmation

Which learning theory involves linking a brand with positive feelings?

Classical conditioning

What type of conditioning shapes behavior through rewards?

Operant conditioning

Giving gifts or coupons is an example of which reinforcement type?

Positive reinforcement

Removing discomfort to encourage action is known as what kind of reinforcement?

Negative reinforcement

Learning by observing and following others is termed what?

Social conditioning