Ch06 Analyzing Consumer Market Caraig

TOP 10 Learning Questions for

Chapter 6: Analyzing Consumer Markets

Jem Caraig
December 16, 2011
For use in the Marketing Management Class of
Prof. Remigio Joseph De Ungria

http://jemcaraig.blogspot.com

1. In the three factors that influence on
consumer behavior, which is the factor that
exerts the broadest and deepest influence?

A. Social Factors
B. Cultural Factors
C. Subcultural Factors
D. Psychological Factors
E. Personal Factors

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What Influences Consumer Behavior?

Cultural Factors
Culture, subculture, and social class are particularly important influences on
Consumer behavior.

Social Factors
Reference groups, family, and social roles and statuses affect our buying behavior.

Personal Factors
Buyer's age and stage in the life cycle; occupation and economic circumstances;
personality and self-concept; and lifestyle and values influence
buyer’s decision.


What Influences Consumer Behavior?

Cultural Factors
Culture, subculture, and social class are particularly important influences on
Consumer behavior.

Social Factors
Reference groups, family, and social roles and statuses affect our buying behavior.
Cultural Factors
exert the
broadest
Personal Factors
and deepest Buyer's age and stage in the life cycle; occupation and economic circumstances;
influence personality and self-concept; and lifestyle and values influence
buyer’s decision.
among the three
factors

1. In the three factors that influence on
consumer behavior, which is the factor that
exerts the broadest and deepest influence?

A. Social Factors
B. Cultural Factors
C. Subcultural Factors
D. Psychological Demand
E. Personal Factors


2. Which of the following is true?

A. Subcultures include family, nationalities, religions
and racial groups
B. Social Factors include family, nationalities, religions
and racial groups
C. Subcultures include nationalities, religions, racial
groups and geographical regions
D. Social Factors include family, reference groups,
statuses and racial groups
E. None of the above


Subcultures

 Each culture consists of SUBCULTURES include:
smaller subcultures that
provide more specific NATIONALITIES
identification and socialization
for their members. When RELIGIONS
subcultures grow large and
affluent enough, companies RACIAL GROUPS
often design specialized
marketing programs to serve GEOGRAPHICAL REGIONS
them.


Social Factors

 In addition to
SOCIAL FACTORS include: cultural factors,
social factors
REFERENCE
FAMILY
such as reference
GROUPS
groups, family,
and social roles
SOCIAL ROLES STATUSES and statuses
affect our buying
behavior.


2. Which of the following is true?

A. Subcultures include family, nationalities, religions
and racial groups
B. Social Factors include family, nationalities, religions
and racial groups
C. Subcultures include nationalities, religions, racial
groups and geographical regions
D. Social Factors include family, reference groups,
statuses and racial groups
E. None of the above


3. __________ is the specific mix of human
traits that we can attribute to a particular
brand.

A. Personal Factors
B. Social Roles
C. Self-concept
D. Lifestyle
E. Brand Personality


Stanford’s Jennifer Aaker researched brand
personalities and identified the following
traits:

Sincerity down-to-earth, honest, wholesome, and cheerful

Excitement daring, spirited, imaginative, and up-to-date

Competence reliable, intelligent, and successful

Sophistication upper-class and charming

Ruggedness outdoorsy and tough


Personality and Self-Concept

Personality is a set of distinguishing human psychological
traits that lead to relatively consistent and enduring
responses to environmental stimuli (including buying
behavior).

BRAND PERSONALITY is the specific
mix of human traits that we can
attribute to a particular brand.


3. __________ is the specific mix of human
traits that we can attribute to a particular
brand.

A. Personal Factors
B. Social Roles
C. Self-concept
D. Lifestyle
E. Brand Personality


4. The key to psychological process are the
following except…

A. Behavior
B. Motivation
C. Perception
D. Learning
E. Memory


Marketer’s task

Key Psychological Processes

Motivation Perception

Learning Memory


Marketer’s task

 to understand what happens in the consumer's consciousness between
the arrival of the outside marketing stimuli and the ultimate purchase
decisions

Key Psychological Processes

Motivation Perception

Learning Memory

•These processes influence consumer
responses

4. The key to psychological process are the
following except…

A. Behavior
B. Motivation
C. Perception
D. Learning
E. Memory


5. Drinking coffee can meet the need for social
relaxation, status, or fun. Coffee brands or coffee
shops’ name need to be motivationally positioned in
one of these three appeals. This is an example of
what theory?

A. Herzberg’s Theory
B. Chrysler’s Theory
C. Maslow’s Theory
D. Lohas’ Theory
E. Freud’s Theory


Motivation

MASLOW’S HERBERG’S
HIERARCHY TWO-FACTOR
FREUD’S THEORY OF NEEDS THEORY
Behavior is guided by
subconscious motivations
Behavior is driven Behavior is
by lowest, guided by motivating
unmet need and hygiene factors


Motivation: Freud’s Theory

 Jan Callebaut identifies
different motives a
product can satisfy.
FREUD’S THEORY

Behavior is guided by  Drinking coffee can
subconscious motivations satisfy the need for
social relaxation,
status, or fun.


5. Drinking coffee can meet the need for social
relaxation, status, or fun. Coffee brands or coffee
shops’ name need to be motivationally positioned in
one of these three appeals. This is an example of
what theory?

B. Chrysler’s Theory
C. Maslow’s Theory
D. Lohas’ Theory
E. Freud’s Theory


6. Before a man seeks security of property or of
morality, he needs to satisfy his need for food, shelter
and water first. This is an example of what theory?

B. Maslow’s Theory
C. Chrysler’s Theory
D. Freud’s Theory
E. Lohas’ Theory


Motivation

MASLOW’S HERBERG’S
HIERARCHY TWO-FACTOR
FREUD’S THEORY OF NEEDS THEORY
Behavior is guided by
subconscious motivations
Behavior is driven Behavior is
by lowest, guided by motivating
unmet need and hygiene factors


Maslow’s Theory
Self-
Actualization
Needs
Maslow’s
Hierarchy of Needs Esteem Needs
(Recognition,
Status)
Behavior is
driven by lowest, Social Needs (sense of
belonging, love)
unmet need

Safety Needs (security, protection)

Physiological needs (food, water, shelter)


6. Before a man seeks security of property or of
morality, he needs to satisfy his need for food, shelter
and water first. This is an example of what theory?

B. Maslow’s Theory
C. Chrysler’s Theory
D. Freud’s Theory
E. Lohas’ Theory


7. These Herzberg Theory
definitions are true, except…

A. Frederick Herzberg developed a two-factor theory that
distinguishes dissatisfiers from satisfiers.
B. Satisfiers are the factors that cause satisfaction; dissatisfiers
are the factors that cause dissatisfaction.
C. The absence of dissatisfiers is enough to motivate a purchase;
however, satisfiers can be present.
D. One implication of Herzberg Theory is sellers should do their
best to avoid dissatisfiers.
E. Another implication of Herzberg Theory is the seller should
identify the major satisfiers or motivators of purchase in the
market and then supply them.


Herzberg’s Two-Factor Theory

Employees
Dissatisfaction Positive
not dissatisfied,
and satisfaction and
but not
Demotivation motivation
motivated

Hygiene Motivator
Factors Factors


7. These Herzberg Theory
definitions are true, except…

A. Frederick Herzberg developed a two-factor theory that
distinguishes dissatisfiers from satisfiers.
B. Satisfiers are the factors that cause satisfaction; dissatisfiers
are the factors that cause dissatisfaction.
C. The absence of dissatisfiers is enough to motivate a purchase;
however, satisfiers can be present.
D. One implication of Herzberg Theory is sellers should do their
best to avoid dissatisfiers.
E. Another implication of Herzberg Theory is the seller should
identify the major satisfiers or motivators of purchase in the
market and then supply them.


8. _______ is the process by which we select,
organize, and interpret information inputs to
create a meaningful picture of the world.

A. Selection
B. Organization
C. Interpretation
D. Perception
E. Information


Perception
Selective Attention

Selective Retention

Selective Distortion

Subliminal Perception


Perception

 In marketing, perceptions are more important
than the reality, as it is perceptions that
affect will consumers' actual behavior.


8. _______ is the process by which we select,
organize, and interpret information inputs to
create a meaningful picture of the world.

A. Selection
B. Organization
C. Interpretation
D. Perception
E. Information


9. iPhone 4S has been recently launched by local
telecommunications companies. Consumers are now
looking for reading materials, phoning friends, going
online, and visiting stores to learn about the product.
This is an example of what stage of the Buying
Decision Process?

A. Problem Recognition
B. Information Search
C. Evaluation of Alternatives
D. Purchase Decision
E. Postpurchase Behavior


Buying Decision Process

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Postpurchase Behavior



Problem Recognition - The buying process starts when the buyer
recognizes a problem or need triggered by internal or external
stimuli.
Information Search - At this level a person simply becomes more
receptive to information about a product. At the next level, the
person may enter an active information search: looking for reading
material, phoning friends, going online, and visiting stores to learn
about the product.
Evaluation of Alternatives - Consumers will pay the most attention to
attributes that deliver the sought-after benefits. We can often
segment the market for a product according to attributes important
to different consumer groups.



Purchase Decision - In the evaluation stage, the consumer
forms preferences among the brands in the choice set.
The consumer may also form an intention to buy the
most preferred brand.

Postpurchase Behavior - After the purchase, the consumer
might experience dissonance that stems from noticing
certain disquieting features or hearing favorable things
about other brands and will be alert to information that
supports his or her decision.


9. iPhone 4S has been recently launched by local
telecommunications companies. Consumers are now
looking for reading materials, phoning friends, going
online, and visiting stores to learn about the product.
This is an example of what stage of the Buying
Decision Process?

A. Problem Recognition
B. Information Search
C. Evaluation of Alternatives
D. Purchase Decision
E. Postpurchase Behavior


10. There are four techniques that marketers
can do to try to convert a low-involvement
product into one of higher involvement.
Which technique is not stated by Kotler?

A. They can use frequent ad repetition, visible
sponsorships, and vigorous PR to enhance brand
familiarity.
B. They can link the product to some involving issue.
C. They can link the product to some involving personal
situation.
D. They might design advertising to trigger strong
emotions related to personal values or ego defense.
E. They might add an important feature.


Low-Involvement Marketing
Strategies
MARKETERS’ FOUR TECHNIQUES TO CONVERT LOW-
INVOLVEMENT PRODUCT TO HIGHER INVOLVEMENT
1. They can link the product to some involving issue.

2. They can link the product to some involving personal situation.

3. They might design advertising to trigger strong emotions related to
personal values or ego defense.

4. They might add an important feature.


Variety-seeking Buying
Behavior

 Marketers can use frequent ad repetition,
visible sponsorships, and vigorous PR to
enhance brand familiarity.


10. There are four techniques that marketers
can do to try to convert a low-involvement
product into one of higher involvement.
Which technique is not stated by Kotler?

A. They can use frequent ad repetition, visible
sponsorships, and vigorous PR to enhance brand
familiarity.
B. They can link the product to some involving issue.
C. They can link the product to some involving personal
situation.
D. They might design advertising to trigger strong
emotions related to personal values or ego defense.
E. They might add an important feature.


Ch06 Analyzing Consumer Market Caraig

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