MKT 300 - Chapter 4
Consumer behavior includes which of the following?
- actions relate to the purchase and use of a product - mental and social processes - processes before and after purchase and use
Casey is looking to buy a new replacement set of golf clubs. After he settles on a particular set of Callaway clubs, what other two choices does Casey have to make?
- he must decide when he will make the purchase - he needs to determine from whom he should buy
Which is the final stage of the purchase decision process?
Postpurchase behavior
Lifestyle is a mode of living that is identified by ______.
how people spend their time and resources
When consumers are evaluating alternatives, they will clarify the information they have gathered in what three ways?
- by suggesting criteria to use for the purchase - by coming up with brand names that might meet their criteria - by developing consume value perceptions
From which two sources is learning derived?
- reasoning - repeated experience
Consumer touchpoints for outdoor clothier North Face would include which of the following?
- seeing a North Face advertisement in Outdoor Magazine - discussing North Face with a friend who owns a jacket - shopping exposure to North Face at Kohl's department store
What two are sociocultural factors that influence consumer behavior?
- social class - reference groups
Which two statements are characteristics of high-involvement purchases?
- the purchase can have serious personal consequences - the purchase could reflect on one's social image
Which two of the following are characteristic of attitudes?
- they are learned - they are consistently favorable or unfavorable
Which of the following are considered psychological influences on the purchase decision process?
- value, beliefs, and attitudes - learning
Problem recognition is perceived as
a difference between a person's ideal and an actual situation.
The five stages of purchase decision process are problem recognition, information search, _______, purchase decision, and ________ behavior.
alternative evaluation; postpurchase
A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as:
an attitude
One of Coppertone's marketing tactics is the sponsorship of the men's and women's Olympic soccer teams. To many of the over 3 million boys and girls playing youth soccer in the United States, the U.S. Olympic soccer teams are a(n) ________ group.
aspiration
When a product is expensive, can have serious personal consequences, or could reflect on one's social image, those considering buying it are likely to ______.
be highly involved
_________ __________ is defined as the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions
consumer behavior
The process by which children learn how to save money and use a bank account is part of an overall process known as _____.
consumer socialization
A set of values, ideas, and attitudes that is learned and shared among members of a group is called ______.
culture
Having completed his information search, a consumer's next step in decision making is to ______.
evaluate alternatives
Perception is the process by which an individual selects, organizes, and interprets ________ to create a meaningful picture of the world.
information
Which of the following are categories of information search?
internal and external
_______ refers to those behaviors that result from repeated experience and reasoning.
learning
A consumer's ________ is identified partly by what that person considers important in her environment and what she thinks of herself and the world around her.
lifestyle
________ is the energizing force that stimulates behavior to satisfy a need.
motivation
Individuals who exert direct or indirect social influence over others are called _______ leaders.
opinion
The process by which a person selects, organizes, and interprets information to create a meaningful picture of the world is called _____.
perception
________ is an individualistic process; one sees the Cadillac as a mark of achievement, another sees it as ostentatious.
perception
As Dora is packing for her honeymoon to Hawaii, she realizes that all of her sunscreens have expired. Since the sun in Hawaii is so strong, she knows she wants the best sun protection possible. She calls her friend Dan, who is a dermatologist, for a recommendation. Dora is seeking information from a(n) ________ in the information search stage.
personal source
The final step, and a very important element in retaining and building a loyal customer base, in the purchase decision process is the _______ behavior stage.
postpurchase
Kelly wore Coppertone's Clearly Shear Faces sunscreen last weekend while hiking on the Appalachian Trail. She was very pleased that, even after a full day in the sun, her face was not burned and it did not feel greasy at all. Kelly is currently in the ________ stage of the consumer purchase decision process.
postpurchase behavior
The perception of a difference between a person's ideal and actual situation is known as
problem recognition
Motivation, perception, and lifestyle are considered what type of influence on the purchase decision process?
psychological
Concepts from the field of ________ like perception and personality help marketers understand why and how consumers behave as they do. (one word)
psychology
From whom to buy and when to buy are decisions made during which stage of the purchase decision process?
purchase decision
_________ groups affect consumer behavior because they influence the information, attitudes, and aspiration levels that help set a consumer's standards.
reference
People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are known as a _____.
reference group
After recognizing a problem, a consumer begins an internal _______, and sometimes an external one, for relevant information.
search
The purchase task, physical and social surroundings, temporal effects, and antecedent states are all _______ influences that can impact the purchase decision process
situational
Companies use ________, with common divisions of upper, middle, and lower, as a basis for identifying and reaching good prospects for their products.
social class
The relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped is called ______.
social class
consumer _______ is the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.
socialization
Chad competes in multiple IRONMAN triathlons every year and trains outdoors daily. Chad's been getting sunburned on his long bike rides lately, so he decides to ask his IRONMAN training group about their sunscreens before he purchases his next bottle of sunscreen. The feedback Chad receives from his IRONMAN group is an example of a ________ influence.
sociocultural
Personal influence, reference groups, family influence, and culture are types of ________ influence on the consumer purchase decision process.
sociocultural
Bill and his buddies are on their way to Myrtle Beach for a guys' golf weekend. While in the airport, he realizes that none of them has packed any sunscreen. Fifteen minutes before his flight is scheduled to depart, he runs in the airport convenience store to grab a bottle of sunscreen. Which situational influence likely had the most significant impact on his purchase decision?
temporal effects
The five situational influences that have an impact on the purchase decision process are ______.
the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states
Consumer ________ are a marketer's product, service, or brand points of contact with a consumer from start-to-finish in the purchase decision process.
touchpoints
From whom to buy from and ________ to buy are the two choices left for a consumer once she has made the decision on an alternative.
when