TOP 10 Learning Questions for<br />Chapter 6: Analyzing Consumer Markets<br />Grace Ann Sumera<br />03 September 2010<br />
1.  ____ factors exert the broadest and deepest influence on consumer behavior.<br /> Economic <br /> Personal<br /> Cultu...
1. Concept<br />A consumer’s buying behaviour is influenced by cultural, social, and personal factors. <br />Cultural fact...
1.  ____ factors exert the broadest and deepest influence on consumer behavior.<br />Economic <br /> Personal<br /> Cultur...
2. ___ is a key psychological process that has both direction and intensity.<br />Motivation<br />Perception<br />Learning...
2. Concept<br />4 key psychological processes – motivation, perception, learning, & memory – fundamentally influence consu...
2. ___ is a key psychological process that has both direction and intensity.<br />Motivation<br />Perception<br />Learning...
3. The following are major information sources to which consumers turn to EXCEPT<br />Experiential<br />Commercial<br />Pu...
3. Concept<br />Major information sources to which consumers will turn fall into 4 groups:<br />Personal<br />Commercial<b...
3. The following are major information sources to which consumers turn to EXCEPT<br />Experiential<br />Commercial<br />Pu...
4.  Buyer’s decisions are influenced by personal characteristics EXCEPT<br /> Education <br /> Age & Stage in the Life Cyc...
4. Concept<br />A Buyer’s decisions are also influenced by personal characteristics/factors.<br />These include the buyer’...
13<br />4.  Buyer’s decisions are influenced by personal characteristics EXCEPT<br /> Education <br /> Age & Stage in the ...
5. Which of the following is true?<br />Groups having either face-to-face or indirect influence to consumer behavior are c...
5. Concept<br />Social factors such as reference groups affect consumer behaviour.<br />Reference groups have either direc...
5. Which of the following statements is true?<br />16<br />Groups having either face-to-face or indirect influence to cons...
6.  Which of the following statements is false?<br />The buying decision process is a five-stage model.  <br /> The model ...
6. Concept<br />18<br />Consumer Buying Process<br />
6.  Which of the following statements is false?<br />19<br />The buying decision process is a five-stage model.  <br /> Th...
7. MTV suggests to having a brand personality of<br />Competence<br />Excitement<br />Ruggedness<br />Sincerity<br />Sophi...
7. Concept<br />21<br />Brand Personality is the specific mix of 	human traits that we can 	attribute to a particular bran...
7. MTV suggests to having a brand personality of<br />22<br />Competence<br />Excitement<br />Ruggedness<br />Sincerity<br...
8.  Highly Price-sensitive people deciding to purchase the cheapest brand is an example of this purchase strategy<br /> Co...
8. Concept<br />Heuristics are purchase strategies or rules of thumb in the decision process.<br />Conjunctive heuristic –...
8.  Highly Price-sensitive people deciding to purchase the cheapest brand is an example of<br /> Conjunctive heuristic<br ...
9.  A Filipina who postponed her trip to HK was influenced by this type of risk<br /> Psychological Risk <br /> Physical R...
9. Concept<br />A consumer’s decision to modify, postpone, or avoid a purchase decision is heavily influenced by perceived...
9.  A Filipina who postponed her trip to HK was influenced by this type of risk<br /> Psychological Risk <br /> Physical R...
10.  Marketers who learn about the buying process for their service by conducting surveys on recent diners in their restau...
10. Concept<br />Marketers learn about the stages in the buying process for their product through:<br />Introspective meth...
10.  Marketers who learn about the buying process for their service by conducting surveys on recent diners in their restau...
TOP 10 Learning Questions for<br />Chapter 6: Analyzing Consumer Markets<br />Grace Ann Sumera<br />03 September 2010<br />
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Learning by Coaching [Chapter 6]

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Transcript of "Learning by Coaching [Chapter 6]"

  1. 1. TOP 10 Learning Questions for<br />Chapter 6: Analyzing Consumer Markets<br />Grace Ann Sumera<br />03 September 2010<br />
  2. 2. 1. ____ factors exert the broadest and deepest influence on consumer behavior.<br /> Economic <br /> Personal<br /> Cultural<br /> Social<br /> Demographic<br />2<br />
  3. 3. 1. Concept<br />A consumer’s buying behaviour is influenced by cultural, social, and personal factors. <br />Cultural factors exert the broadest and deepest influence.<br />Culture is the fundamental determinant of a person’s wants and behaviour.<br />3<br />
  4. 4. 1. ____ factors exert the broadest and deepest influence on consumer behavior.<br />Economic <br /> Personal<br /> Cultural<br /> Social<br /> Demographic<br />4<br />
  5. 5. 2. ___ is a key psychological process that has both direction and intensity.<br />Motivation<br />Perception<br />Learning<br />Memory<br />Sensation<br />5<br />
  6. 6. 2. Concept<br />4 key psychological processes – motivation, perception, learning, & memory – fundamentally influence consumer responses.<br />Motivation has both direction – we select one goal over another – & intensity – the vigor with which we pursue the goal.<br />6<br />
  7. 7. 2. ___ is a key psychological process that has both direction and intensity.<br />Motivation<br />Perception<br />Learning<br />Memory<br />Sensation<br />7<br />
  8. 8. 3. The following are major information sources to which consumers turn to EXCEPT<br />Experiential<br />Commercial<br />Public<br />External<br />Personal<br />8<br />
  9. 9. 3. Concept<br />Major information sources to which consumers will turn fall into 4 groups:<br />Personal<br />Commercial<br />Public<br />Experiential <br />9<br />
  10. 10. 3. The following are major information sources to which consumers turn to EXCEPT<br />Experiential<br />Commercial<br />Public<br />External<br />Personal<br />10<br />
  11. 11. 4. Buyer’s decisions are influenced by personal characteristics EXCEPT<br /> Education <br /> Age & Stage in the Life Cycle<br /> Occupation & Economic<br /> Circumstances<br /> Personality<br /> Lifestyle<br />11<br />
  12. 12. 4. Concept<br />A Buyer’s decisions are also influenced by personal characteristics/factors.<br />These include the buyer’s age & stage in the life cycle; occupation & economic circumstances; personality & self-concept; and lifestyle & values.<br />12<br />
  13. 13. 13<br />4. Buyer’s decisions are influenced by personal characteristics EXCEPT<br /> Education <br /> Age & Stage in the Life Cycle<br /> Occupation & Economic<br /> Circumstances<br /> Personality<br /> Lifestyle<br />
  14. 14. 5. Which of the following is true?<br />Groups having either face-to-face or indirect influence to consumer behavior are called membership groups. <br />People are influenced by groups to which they do not belong.<br />Reference groups are groups having direct influence on consumer behavior.<br />Dissociative groups do not influence consumer behavior.<br />Friends are considered secondary groups while family is a primary group.<br />14<br />
  15. 15. 5. Concept<br />Social factors such as reference groups affect consumer behaviour.<br />Reference groups have either direct (face-to-face) or indirect influence.<br />Groups having direct influence are called membership groups.<br />Primary groups are groups with whom a person interacts fairly continuously and informally, such as family & friends.<br />People are also influenced by groups to which they do not belong, such as aspirational & dissociative groups.<br />15<br />
  16. 16. 5. Which of the following statements is true?<br />16<br />Groups having either face-to-face or indirect influence to consumer behavior are called membership groups. <br />People are influenced by groups to which they do not belong.<br />Reference groups are groups having direct influence on consumer behavior.<br />Dissociative groups do not influence consumer behavior.<br />Friends are considered secondary groups while family is a primary group.<br />
  17. 17. 6. Which of the following statements is false?<br />The buying decision process is a five-stage model. <br /> The model starts with problem recognition & ends with the purchase decision.<br /> The buying process starts long before the actual purchase.<br /> Consumers don’t always pass through all 5 stages in buying a product.<br /> The attitude of others & unanticipated situations may intervene with the purchase decision.<br />17<br />
  18. 18. 6. Concept<br />18<br />Consumer Buying Process<br />
  19. 19. 6. Which of the following statements is false?<br />19<br />The buying decision process is a five-stage model. <br /> The model starts with problem recognition & ends with the purchase decision.<br /> The buying process starts long before the actual purchase.<br /> Consumers don’t always pass through all 5 stages in buying a product.<br /> The attitude of others & unanticipated situations may intervene with the purchase decision.<br />
  20. 20. 7. MTV suggests to having a brand personality of<br />Competence<br />Excitement<br />Ruggedness<br />Sincerity<br />Sophistication<br />20<br />
  21. 21. 7. Concept<br />21<br />Brand Personality is the specific mix of human traits that we can attribute to a particular brand.<br />
  22. 22. 7. MTV suggests to having a brand personality of<br />22<br />Competence<br />Excitement<br />Ruggedness<br />Sincerity<br />Sophistication<br />
  23. 23. 8. Highly Price-sensitive people deciding to purchase the cheapest brand is an example of this purchase strategy<br /> Conjunctive heuristic<br /> Elimination-by-aspects heuristic<br /> Lexicographic heuristic<br /> Availability heuristic<br /> Representative heuristic<br />23<br />
  24. 24. 8. Concept<br />Heuristics are purchase strategies or rules of thumb in the decision process.<br />Conjunctive heuristic – consumer chooses the 1st alternative that meets the minimum standard for all attributes.<br />Lexicographic heuristic – consumer chooses the best brand on the basis of its perceived most important attribute.<br />Elimination-by-aspects heuristic – consumer compares brands & eliminates brands that do not meet minimum acceptable cut-offs.<br />24<br />
  25. 25. 8. Highly Price-sensitive people deciding to purchase the cheapest brand is an example of<br /> Conjunctive heuristic<br /> Elimination-by-aspects heuristic <br /> Lexicographic heuristic<br /> Availability heuristic<br /> Representative heuristic<br />25<br />
  26. 26. 9. A Filipina who postponed her trip to HK was influenced by this type of risk<br /> Psychological Risk <br /> Physical Risk<br /> Financial Risk<br /> Social Risk<br /> All of the above<br />26<br />
  27. 27. 9. Concept<br />A consumer’s decision to modify, postpone, or avoid a purchase decision is heavily influenced by perceived risk.<br />Functional risk<br />Physical risk<br />Financial risk<br />Social risk<br />Psychological risk<br />Time risk<br />27<br />
  28. 28. 9. A Filipina who postponed her trip to HK was influenced by this type of risk<br /> Psychological Risk <br /> Physical Risk<br /> Financial Risk<br /> Social Risk<br /> All of the above<br />28<br />
  29. 29. 10. Marketers who learn about the buying process for their service by conducting surveys on recent diners in their restaurant display an example of this customer profiling method<br /> Prospective Method <br /> Prescriptive Method<br /> Retrospective Method<br /> Introspective Method<br /> Scientific Method<br />29<br />
  30. 30. 10. Concept<br />Marketers learn about the stages in the buying process for their product through:<br />Introspective method (asking themselves how they would act)<br />Retrospective method (asking customers to recall the events leading to their purchase)<br />Prospective method (asking customers who plan to buy their product)<br />Prescriptive method (asking customers the ideal way to buy the product)<br />30<br />
  31. 31. 10. Marketers who learn about the buying process for their service by conducting surveys on recent diners in their restaurant display an example of this customer profiling method<br /> Prospective Method <br /> Prescriptive Method<br /> Retrospective Method<br /> Introspective Method<br /> Scientific Method<br />31<br />
  32. 32. TOP 10 Learning Questions for<br />Chapter 6: Analyzing Consumer Markets<br />Grace Ann Sumera<br />03 September 2010<br />

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