Karteikarten
Consumer Research
Karten in diesem Stapel (15)
- 1What is consumer behaviour research?The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs, wants and desires.
- 2Consumer behaviour general knowledge pt 1Consumers use products to help identify themselves in different settings. Allowing factors in their everyday lives to influence purchasing decisions e.g opinions of peers & family. Large societies also share cultural values.
- 3Consumer behaviour general knowledge pt 2Brands form images/personalities to identify with consumers of a particular segment to share the same views. This comes from advertising, packaging etc. This can produce brand loyalty via internalisation.
- 4Why is consumption important?Consumption plays an important role in our social, psychological, economic, political and cultural lives.
- 5What is the positivist approach in consumer behaviour?nature of reality - objective, single
goal - prediction
knowledge generated - context indpt
research rss - separation w/ researcher & subject
view of causality- existence of real causes - 6What Is the interpretivist approach in consumer research?nature of reality- socially constructed
goal - understanding
knowledge generated - context dpdnt
view of causality- multiple, simultaneous events
research rss- interactive, researcher part of the event being studied - 7What is the segmentation criteria when identifying a market?Segmentation criteria:
Consumers within the segment are similar to one another in terms of product needs, and these needs are different from consumers in other segments.
Important differences among segments can be identified.
The segment is large enough to be profitable.
Consumers in the segment can be reached by an appropriate marketing mix.
The consumers in the segment will respond in the desired way
to the marketing mix designed for them. - 8What are the considered better forms of consumer behaviour to analyse?A lifestyle is a pattern of consumption reflective of the person. identifying patterns of consumption can be better than individual purchases creating a LIFESTYLE Marketing strategy.
Psychographics >>> demographics - 9Psychographics in detail:Psychographics involves the ‘use of psychological, sociological and anthropological factors... to determine how the market is
segmented by the propensity of groups within the market – and their reasons – to make a particular decision about a product, person, ideology or otherwise hold an attitude or use a medium’.
This can allow marketing to be fine-tuned. - 10What is motivation and its role in consumer behaviour?Motivation is the processes that cause ppl to behave as they do. Once a need has been activated, a state of tension
exists that drives the consumer to attempt to reduce or eliminate the need. The degree of arousal is called a DRIVE. - 11What are the 2 types of motivation?Needs can be:
Utilitarian – a desire to achieve
some functional or practical benefit.
Hedonic – an experiential need, involving emotional responses or fantasies. - 12What are the motivational conflicts a consumer can experience?A goal has valence, so it can be positive or negative. So goals can be sought or avoided.
3 types of Conflicts can occur:
Approach–approach conflict – a person must choose between two desirable alternatives.
Approach–avoidance conflict – products or services we desire have negative consequences attached to them.
Avoidance–avoidance conflict – a choice between two undesirable alternatives. - 13What is Consumer involvement?Involvement is ‘a person’s perceived relevance of the object based on their inherent needs, values and interests’.
As involvement increases, people pay more attention to ads, use more cognitive effort to understand these ads & focus their attention on the product - 14What are the levels of involvement?Simple processing – only basic features of a message are considered.
Elaboration – information is linked to one’s pre-existing knowledge systems. - 15Roles of culture?We term the process of learning the beliefs and behaviours endorsed by one’s own culture enculturation.
We call the process of learning the value system and behaviours of another culture acculturation.
Socialisation agents including parents, friends and teachers impart these beliefs to us.
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- BSC Consumer behaviour Karteikarten am Consumer Research, erstellt von clint k am 13/01/2020.
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- clint k
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