TOP 10 Learning Questions for<br />(Ch6 Analyzing Consumer Markets)<br />Rowena C. Comprado<br />September 16, 2011<br />1...
1. A person’s _______ are all the groups that have a direct or indirect influence on their behavior<br />2<br />Social gro...
Reference groups- have direct or indirect influence on customer behavior<br />Membership groups- with direct influence<br ...
1. A person’s _______ are all the groups that have a direct or indirect influence on their behavior<br />Social groups<br ...
2. The tendency to interpret information in a way that fits our perception is ______.<br />5<br />Selective attention<br /...
Perception affects consumers’ actual behavior<br />People have different perceptions of the same object<br />because of th...
Perception affects consumers’ actual behavior<br />SELECTIVE ATTENTION<br />(Screening of stimuli)<br />7<br />STIMULI REL...
Perception affects consumers’ actual behavior<br />SELECTIVE DISTORTION<br />Tendency to interpret information in a way th...
Perception affects consumers’ actual behavior<br />SUBMLIMINAL PERCEPTION<br />Stimuli below an individual’s absolute thre...
2. The tendency to interpret information in a way that fits our perception is ______.<br />Selective attention<br />Select...
3. Which of the following is true?<br />Culture is a set of values, perceptions, and behavior.<br />Culture may not vary f...
Culture,the fundamental determinant of a person’s behavior<br />12<br />Culture is a set of values, perceptions, and behav...
Culture,the fundamental determinant of a person’s behavior<br />13<br />SUB-CULTURES – specific identification or socializ...
3. Which of the following is true?<br />Culture is a set of values, perceptions, and behavior.<br />Culture may not vary f...
4. Which of the following is false ?<br />Satisfiers are factors that cause satisfaction<br />Dissatisfiers are factors th...
Psychological processes affect customer decision process and purchase decisionMotivation<br />Frederick Herzberg’s Theory<...
17<br />4. Which of the following is false ?<br />Satisfiers are factors that cause satisfaction<br />Dissatisfiers are fa...
5. Which brand personality is characterized by being charming?<br />Competence<br />Excitement<br />Sophistication<br />Si...
Personal Factors:Brands have personalities and consumers choose brands that match their own<br />Personalities and traits:...
5. Which brand personality is characterized by being charming?<br />Competence<br />Excitement<br />Sophistication<br />Si...
6. Whose theory assumed that the psychological forces shaping people’s behavior are largely unconscious? <br />21<br />Abr...
Psychological processes affect customer decision process and purchase decisionA need becomes a motivation<br />Biogenic ne...
Psychological processes affect customer decision process and purchase decisionMotivation<br />Sigmund Freud’s Theory<br />...
Psychological processes affect customer decision process and purchase decisionMotivation<br />24<br />Abraham Maslow’s The...
Psychological processes affect customer decision process and purchase decisionMotivation<br />Frederick Herzberg’s Theory<...
26<br />6. Whose theory assumed that the psychological forces shaping people’s behavior are largely unconscious? <br />Abr...
7. What influences a consumer’s decision to modify, postpone, or avoid a purchase decision?<br />27<br />Functional risk<b...
General intervening factors between purchase intention and purchase decision<br />Attitude of others<br />- intensity of o...
Perceived Risk<br />Functional risk- product does not perform up to expectations<br />Physical risk-product poses a threat...
30<br />7. What influences a consumer’s decision to modify, postpone, or avoid a purchase decision?<br />Functional risk<b...
8. Consumer trying to satisfy a need, looking for certain benefits from the product, and sees each product as a bundle of ...
Concept 8: Consumer Buying ProcessThe Five-Stage Model<br />32<br />PROBLEM REGONITION<br />INFORMATION SEARCH<br />Evalua...
Customer looking for certain benefits from the product
Consumer sees each product as a bundle of attributes to satisfy a need</li></ul>EVALUATION OF ALTERNATIVES<br />PURCHASE D...
33<br />8. Consumer trying to satisfy a need, looking for certain benefits from the product, and sees each product as a bu...
9. What is the fundamental determinant of a person’s wants and behavior?<br />34<br />Family<br />Religion<br />Culture<br...
Consumer behavior is influenced byCulture,the fundamental determinant of a person’s behavior<br />Culture is a set of valu...
36<br />9. What is the fundamental determinant of a person’s wants and behavior?<br />Family<br />Religion<br />Culture<br...
10. The ______ is the most important buying organization in society.<br />37<br />Aspirational groups<br />Dissociative gr...
Concept 2: Social factorsaffect consumer behavior<br />Orientation- parents/siblings<br />Procreation- spouse/children<br ...
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Ch 6 Analyzing Consumer Markets Top 10 Learning Questions

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Ch 6 Analyzing Consumer Markets Top 10 Learning Questions

  1. 1. TOP 10 Learning Questions for<br />(Ch6 Analyzing Consumer Markets)<br />Rowena C. Comprado<br />September 16, 2011<br />1<br />
  2. 2. 1. A person’s _______ are all the groups that have a direct or indirect influence on their behavior<br />2<br />Social groups<br />Membership groups<br />Secondary groups<br />Reference groups<br />Dissociative groups<br />
  3. 3. Reference groups- have direct or indirect influence on customer behavior<br />Membership groups- with direct influence<br />Primary groups- family, friends, neighbors, colleagues<br />Secondary groups- religious, professional, unions<br />Aspirational groups- those a person hopes to join<br />Dissociative groups- those whose values or behavior an individual rejects<br />3<br />
  4. 4. 1. A person’s _______ are all the groups that have a direct or indirect influence on their behavior<br />Social groups<br />Membership groups<br />Secondary groups<br />Reference groups<br />Dissociative groups<br />4<br />
  5. 5. 2. The tendency to interpret information in a way that fits our perception is ______.<br />5<br />Selective attention<br />Selective distortion<br />Selective retention<br />Selective perception<br />Subliminal perception<br />
  6. 6. Perception affects consumers’ actual behavior<br />People have different perceptions of the same object<br />because of these processes:<br />SELECTIVE ATTENTION<br />SELECTIVE DISTORTION<br />SELECTIVE RETENTION<br />SUBLIMINAL PERCEPTION<br />6<br />
  7. 7. Perception affects consumers’ actual behavior<br />SELECTIVE ATTENTION<br />(Screening of stimuli)<br />7<br />STIMULI RELATED TO NEED<br />ANTICIPATED<br />STIMULI<br />SIZE OF STIMULI<br />
  8. 8. Perception affects consumers’ actual behavior<br />SELECTIVE DISTORTION<br />Tendency to interpret information in a way that fits<br />our perception.<br />SELECTIVE RETENTION<br />Retention of information that supports attitude and<br />Beliefs.<br />8<br />
  9. 9. Perception affects consumers’ actual behavior<br />SUBMLIMINAL PERCEPTION<br />Stimuli below an individual’s absolute threshold for conscious perception.<br />Do not produce a powerful, enduring effect on behavior.<br />9<br />
  10. 10. 2. The tendency to interpret information in a way that fits our perception is ______.<br />Selective attention<br />Selective distortion<br />Selective retention<br />Selective perception<br />Subliminal perception<br />10<br />
  11. 11. 3. Which of the following is true?<br />Culture is a set of values, perceptions, and behavior.<br />Culture may not vary from one country to another.<br />Each culture is composed of smaller sub-culture that provide general identification and socialization for members.<br />Market segments are created based on consumer behavior<br />Sub-cultures include nationalities, religions, racial groups, reference groups, and geographic regions<br />11<br />
  12. 12. Culture,the fundamental determinant of a person’s behavior<br />12<br />Culture is a set of values, perceptions, and behavior.<br />Culture varies from one country to another.<br />Each culture is composed of smaller sub-culture--- sharing value system based on common experiences and situations.<br />Market segments are created based on culture/sub-cultures.<br />
  13. 13. Culture,the fundamental determinant of a person’s behavior<br />13<br />SUB-CULTURES – specific identification or socialization<br />Nationalities<br /> Religion<br />Values<br />Perception<br />Behavior<br />Geographic regions<br /> Racial groups<br />
  14. 14. 3. Which of the following is true?<br />Culture is a set of values, perceptions, and behavior.<br />Culture may not vary from one country to another.<br />Each culture is composed of smaller sub-culture that provide general identification and socialization for members.<br />Market segments are created based on consumer behavior<br />Sub-cultures include nationalities, religions, racial groups, reference groups, and geographic regions<br />14<br />
  15. 15. 4. Which of the following is false ?<br />Satisfiers are factors that cause satisfaction<br />Dissatisfiers are factors that cause dissatisfaction<br />The absence of dissatisfiers will not sell a product<br />The absence of dissatisfiers is enough to motivate a purchase<br />The presence of dissatisfiers might unsell a product<br />15<br />
  16. 16. Psychological processes affect customer decision process and purchase decisionMotivation<br />Frederick Herzberg’s Theory<br />16<br />Satisfiers – factors that cause satisfaction<br />Dissatisfiers –factors that cause dissatisfaction<br />Sellers should identify major satisfiers or motivators of purchase<br />Sellers should avoid dissatisfiers<br />Satisfiers must be present to motivate consumers<br />The absence of dissatisfiers are not enough to motivate<br />
  17. 17. 17<br />4. Which of the following is false ?<br />Satisfiers are factors that cause satisfaction<br />Dissatisfiers are factors that cause dissatisfaction<br />The absence of dissatisfiers will not sell a product<br />The absence of dissatisfiers are enough to motivate a purchase<br />The presence of dissatisfiers might unsell a product<br />
  18. 18. 5. Which brand personality is characterized by being charming?<br />Competence<br />Excitement<br />Sophistication<br />Sincerity<br />Ruggedness<br />
  19. 19. Personal Factors:Brands have personalities and consumers choose brands that match their own<br />Personalities and traits:<br />Sincerity-down to earth, honest, wholesome, cheerful<br /> Excitement-daring, spirited, imaginative, up to date<br /> Competence-reliable, intelligent, successful<br /> Sophistication-upper class, charming<br /> Ruggedness-outdoorsy and tough<br />19<br />
  20. 20. 5. Which brand personality is characterized by being charming?<br />Competence<br />Excitement<br />Sophistication<br />Sincerity<br />Ruggedness<br />
  21. 21. 6. Whose theory assumed that the psychological forces shaping people’s behavior are largely unconscious? <br />21<br />Abraham Maslow’s<br />Frederick Herzberg’s<br />Sigmund Freud’s<br />Ernest Dichter’s<br />W. Edwards Deming’s<br />
  22. 22. Psychological processes affect customer decision process and purchase decisionA need becomes a motivation<br />Biogenic needs- arise out of hunger, thirst, or discomfort.<br />Psychogenic needs- arise out of need of recognition, esteem, or belonging.<br />Best-known theories of human motivation from Sigmund Freud, Abraham Maslow, and Frederick Herzberg<br />22<br />
  23. 23. Psychological processes affect customer decision process and purchase decisionMotivation<br />Sigmund Freud’s Theory<br />23<br />Psychological forces shaping people’s behavior are largely subconscious<br />Reaction on specific brands are also based on less conscious cues<br />Shapes, colors, weight, material, brand name<br />
  24. 24. Psychological processes affect customer decision process and purchase decisionMotivation<br />24<br />Abraham Maslow’s Theory<br />People will satisfy the most important needs first<br />5<br />4<br />3<br />2<br />1<br />
  25. 25. Psychological processes affect customer decision process and purchase decisionMotivation<br />Frederick Herzberg’s Theory<br />25<br />Satisfiers – factors that cause satisfaction<br />Dissatisfiers –factors that cause dissatisfaction<br />Sellers should identify major satisfiers or motivators of purchase<br />Sellers should avoid dissatisfiers<br />Satisfiers must be present to motivate consumers<br />The absence of dissatisfiers are not enough to motivate<br />
  26. 26. 26<br />6. Whose theory assumed that the psychological forces shaping people’s behavior are largely unconscious? <br />Abraham Maslow’s<br />Frederick Herzberg’s<br />Sigmund Freud’s<br />Ernest Dichter’s<br />W. Edwards Deming’s<br />
  27. 27. 7. What influences a consumer’s decision to modify, postpone, or avoid a purchase decision?<br />27<br />Functional risk<br />Physical risk<br />Financial risk<br />Social risk<br />Perceived risk<br />
  28. 28. General intervening factors between purchase intention and purchase decision<br />Attitude of others<br />- intensity of other person’s negative or positive attitude toward our preferred alternative<br /> - our motivation to comply with the others person’s wishes<br />Unanticipated situational factors<br />- Perceived risks influences consumer’s decision to modify, postpone, or avoid a purchase decision<br />28<br />
  29. 29. Perceived Risk<br />Functional risk- product does not perform up to expectations<br />Physical risk-product poses a threat to the physical well-being<br />Financial risk- product not worth the price<br />Social risk- product results in embarrassment from others<br />Psychological risk- product affects mental well-being of user<br />Time risk- failure of product results in opportunity cost to find another satisfactory product<br />29<br />
  30. 30. 30<br />7. What influences a consumer’s decision to modify, postpone, or avoid a purchase decision?<br />Functional risk<br />Physical risk<br />Financial risk<br />Social risk<br />Perceived risk<br />
  31. 31. 8. Consumer trying to satisfy a need, looking for certain benefits from the product, and sees each product as a bundle of attributes.<br />31<br />Problem recognition<br />Information search<br />Evaluation of alternatives<br />Purchase decision<br />Post purchase behavior<br />
  32. 32. Concept 8: Consumer Buying ProcessThe Five-Stage Model<br />32<br />PROBLEM REGONITION<br />INFORMATION SEARCH<br />Evaluation process:<br /><ul><li>Consumer satisfying a need
  33. 33. Customer looking for certain benefits from the product
  34. 34. Consumer sees each product as a bundle of attributes to satisfy a need</li></ul>EVALUATION OF ALTERNATIVES<br />PURCHASE DECISION<br />POSTPURCHASE BEHAVIOR<br />
  35. 35. 33<br />8. Consumer trying to satisfy a need, looking for certain benefits from the product, and sees each product as a bundle of attributes.<br />Problem recognition<br />Information search<br />Evaluation of alternatives<br />Purchase decision<br />Post purchase behavior<br />
  36. 36. 9. What is the fundamental determinant of a person’s wants and behavior?<br />34<br />Family<br />Religion<br />Culture<br />Sub-culture<br />Peers<br />
  37. 37. Consumer behavior is influenced byCulture,the fundamental determinant of a person’s behavior<br />Culture is a set of values, perceptions, and behavior.<br />Culture varies from one country to another.<br />Each culture is composed of smaller sub-culture--- sharing value system based on common experiences and situations.<br />Market segments are created based on culture/sub-cultures.<br />35<br />
  38. 38. 36<br />9. What is the fundamental determinant of a person’s wants and behavior?<br />Family<br />Religion<br />Culture<br />Sub-culture<br />Peers<br />
  39. 39. 10. The ______ is the most important buying organization in society.<br />37<br />Aspirational groups<br />Dissociative groups<br />Primary groups<br />Secondary groups<br />Family<br />
  40. 40. Concept 2: Social factorsaffect consumer behavior<br />Orientation- parents/siblings<br />Procreation- spouse/children<br />Membership- w/ direct influence<br /> Primary- family, friends, colleagues<br /> Secondary- religious, professional<br />Aspirational- hopes to join<br />Dissociative- don’t want to join<br />Reference Groups Family (the most imporant<br /> consumer buying organization<br /> Roles and status<br />Role- position/function<br />Status- brought about by role<br />“Status-symbol”<br />38<br />
  41. 41. 39<br />10. The ______ is the most important buying organization in society.<br />Aspirational groups<br />Dissociative groups<br />Primary groups<br />Secondary groups<br />Family<br />
  42. 42. TOP 10 Learning Questions for<br />(Ch6 Analyzing Consumer Markets)<br />Rowena C. Comprado<br />September 16, 2011<br />40<br />

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