Consumer Behavior Exam #1

What is consumer behavior?

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

What was consumer behavior originally called?

Buyer behavior.

Why is consumer behavior considered an ongoing process?

Because it continues before, during, and after purchase (selection, use, and disposal).

What are the three stages of the consumption process?

1. Prepurchase (need recognition), 2. Purchase (acquisition/transaction), 3. Postpurchase (use, evaluation, disposal).

Does consumer behavior go beyond the 4Ps (product, price, place, promotion)?

Yes – it also involves perception, learning, memory, motivation, affect, self, personality, attitudes, persuasion, decision making, social influence, income/class, and culture.

Who is a consumer?

A person who identifies a need/desire, makes a purchase, and disposes of the product in the consumption process.

How do consumers and marketers influence each other?

Consumers shape marketing strategies through preferences and behavior, while marketers shape consumer decisions with products, ads, and messages.

What is the difference between heavy and light consumers?

Heavy consumers use a product most heavily and are the most loyal. Light consumers use it less.

What is the 80/20 rule in marketing?

20% of consumers account for 80% of sales (a guideline, not exact)

What are the main consumer demographics?

Age, gender, family structure, social class/income, race/ethnicity, geography, and lifestyle.

What is relationship marketing?

Building strong, ongoing relationships with customers through frequent interactions.

What is database marketing?

Tracking consumers’ buying habits to tailor products and messages.

What is big data?

Analysis of extremely large datasets – consumers create 2.5 quintillion bytes daily.

What is role theory in consumer behavior?

Consumers act out roles and make consumption decisions depending on the “play” they’re in.

What are the four types of consumer brand attachments?

1. Self concept attachment (identity), 2. Nostalgic attachment (past self), 3. Interdependence (daily routine), 4. Love (emotional bond).

What is the difference between a need and a want?

Need = necessary for survival or goal achievement (utilitarian or hedonic). Want = culturally and personally shaped manifestation of a need.

What is the difference between happiness and meaningfulness in consumption?

Happiness = satisfying needs/wants. Meaningfulness = activities that express self and positively impact others.

How has technology changed consumers?

Created the “always on” consumer.

What is a digital native?

Someone who grew up in an always wired, tech

What are synchronous vs. asynchronous interactions?

Synchronous = real time. Asynchronous = not rea

How does social media impact consumers?

Creates a culture of participation where consumers both create and consume content.

When a product helps to establish the user’s identity, the user is said to have what type of relationship with the product?

Self concept attachment 

Which time periods are encompassed in the study of consumer behavior?

All of the above – Pre purchase, Purchase, and Post

A digital native is someone who…

Grew up in a “wired” and highly networked area.

Walmart tracks the habits of millions of customers weekly and tailors products/services based on this information. This is an example of what kind of marketing?

Database marketing

Consumers who share demographics such as ethnicity and age can still have very different lifestyles. True or False?

True