Ch 6 Analyzing Consumer Markets Top 10 Learning Questions

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