Flashcards
3 Consumer Behaviour Flashcards
Cards in this deck (16)
- 1What are some of the key aspects of consumer behaviour?Influences on consumer
Different Roles in a Buyer Centre
Consumer Decision-making process
Choice Criteria - 2Outline the consumer decision process (at a high level)
- 3In terms of the consumer decision process, list features of Need RecognitionThe need of customers and the issues they face.
Need inhibitors which potentially could stop a purchase.
Need stimulation which might encourage a purchase. - 4In terms of the consumer decision process, list features of Information SearchThe objective is to build an awareness set.
Internal or external search, personal experiences, third-party reports.
Identification of alternative options. - 5In terms of the consumer decision process, list features of Evaluation of AlternativesReduce awareness set to produce an Evoked Set.
High vs Low Investment Purchases - 6In terms of the consumer decision process, list features of Post-PurchaseCognitive Dissonance
- 7Which factors decrease cognitive dissonance?Quality of product or service
Salesperson as problem solvers rather than pushing product - 8Which factors increase cognitive dissonance?A tendency to experience anxiety.
If the decision was difficult.
The expense of the purchase.
The decision is irrevocable. - 9What are the choice criteria?Personal
Economic
Social
Technical - 10List characteristics of personal choice criteriaEmotions
Ethics
Risk Reduction
Self Image - 11List characteristics of economic choice criteriaPrice
Value for Money
Running Costs
Residual Value
Lifecycle Costs - 12List characteristics of social choice criteriaStatus
Social belonging
Convension
Fashion - 13List characteristics of Technical choice criteriaReliability, Durability, Performance, Style/Looks, Comfort, Delivery, Convenience, Taste
- 14What are the differences between organisational and consumer buying?B2B - large customer, large decision maker, long decision process, size of purchase large value and volume, economic and technical criteria dominance, high risk if poor purchase, formal, personal selling is primary promotion tool, switching cost high.
- 15Describe the organisational buying process
- 16What is reverse marketing?It is where a buyer says, this is what we want, who can give us it. Buyer takes the initiative to perusade supplier to provide what the organisation wants
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- Marketing Flashcards on 3 Consumer Behaviour Flashcards, created by Jamie Keith` on 29/08/2018.
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- Jamie Keith`
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