CHAPTER 5

Q1: What is consumer buyer behaviour?

A: The buying behaviour of final consumers—individuals and households who buy goods/services for personal use.

Q2: What is the consumer market?

A: All the individuals and households who buy or acquire goods and services for personal consumption.

Q3: What are the four major influences on consumer behaviour?

A:

1. Cultural

2. Social

3. Personal

4. Psychological

Q4: What is culture?

A: The most basic cause of wants and behaviour; learned values, perceptions, and preferences.

Q5: What is a subculture?

A: A group within a culture with shared value systems (e.g., ethnic groups, religious communities).

Q6: What is total market strategy?

A: Integrating ethnic and cultural themes across mainstream marketing to appeal to diverse groups.

Q7: What is a reference group?

A: A group that influences a person’s attitudes or behaviours (e.g., family, friends, aspirational groups).

Q8: What is an opinion leader?

A: Someone within a reference group who influences others due to their knowledge or status.

Q9: What is word-of-mouth influence?

A: Personal recommendations that influence buying decisions—often more powerful than ads.

Q10: What is influencer marketing?

A: Partnering with social media personalities or public figures to promote a product or brand.

Q11: What are online social networks?

A: Digital communities (e.g., Instagram, Reddit, YouTube) where consumers share content, opinions, and influence.

Q12: What is lifestyle in marketing?

A: A person’s pattern of living—activities, interests, and opinions.

Q13: What is personality in consumer behaviour?

A: Unique psychological characteristics that influence consistent behaviour responses.

Q14: What is a motive (drive)?

A: A need that is sufficiently pressing to direct a person to seek satisfaction.

Q15: What is perception?

A: The process by which people select, organize, and interpret information.

Q16: What is learning in consumer behaviour?

A: A change in an individual's behaviour caused by experience (via cues, responses, reinforcement).

Q17: What are beliefs and attitudes?

A:

• Beliefs: Descriptive thoughts about something

• Attitudes: Evaluations or feelings that influence behaviour

Q18: What are the five stages of the buyer decision process?

A:

1. Need recognition

2. Information search

3. Evaluation of alternatives

4. Purchase decision

5. Postpurchase behaviour

Q19: What is cognitive dissonance?

A: Buyer discomfort caused by postpurchase conflict (a.k.a. buyer’s remorse).

Q20: What are the five stages of the adoption process?

A:

1. Awareness

2. Interest

3. Evaluation

4. Trial

5. Adoption

Q21: What are the five adopter categories?

A:

1. Innovators

2. Early adopters

3. Early majority

4. Late majority

5. Laggards

Q22: What factors influence adoption rate?

A:

• Relative advantage

• Compatibility

• Complexity

• Divisibility

• Communicability

Q23: What is a business market?

A: Organizations that buy goods/services for production, resale, or business use.

Q24: How do business markets differ from consumer markets?

A:

• Fewer but larger buyers

• Complex decisions

• Derived demand

• More formal and professional purchasing

Q25: What is derived demand?

A: Demand for business goods that results from demand for consumer products.

Q26: What is supplier development?

A: Building strong, long-term partnerships with suppliers for dependable input and innovation.

Q27: What are the eight stages in the business buying process?

A:

1. Problem recognition

2. General need description

3. Product specification

4. Supplier search

5. Proposal solicitation

6. Supplier selection

7. Order-routine specification

8. Performance review

Q28: What is the buying centre?

A: All individuals involved in a purchase decision, including:

• Users

• Influencers

• Buyers

• Deciders

• Gatekeepers

Q29: What are the three types of business buying situations?

A:

1. Straight rebuy – Routine reorder

2. Modified rebuy – Changes to specs, terms, or suppliers

3. New task – First-time, high-involvement buy

Q30: What is systems selling (solutions selling)?

A: Buying a complete solution from a single seller instead of piecing components from different providers.

Q31: What is e-procurement in business buying?

A: Using online tools (e.g., portals, digital catalogs) to facilitate business purchases quickly and efficiently.