Study Guide
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A set of relatively permanent and ordered division in a society whose members share similar values, interests,
and behaviors
a. Social class
Which term refers to a group of people with shared value systems based on common life experiences and
situations?
a. Subculture
__________ is the set of basic values, perceptions, wants, and behaviors learned by a member of society from
family and other important institutions.
a. Culture
Which term refers to two or more people who interact to accomplish individual or mutual goals?
a. Group
In the __________ stage of the adoption process, the consumer seeks information about the new product.
a. Interest
In the trial stage of the adoption process, the consumer __________.
a. tries the new product on a small scale to improve his or her estimate of its value
What happens in the evaluation stage of the adoption process?
a. The consumer considers whether trying the new product makes sense.
In the adoption process, __________ is when the consumer becomes aware of the new product, but lacks
information about it.
a. Awareness
9.
The __________ stage is when the buyer makes a decision about which brand to purchase.
a. Purchase Decision
10. Information search is the stage of the buyer decision process in which the __________.
a. Consumer is motivated to search for more information
11. Alternative evaluation is the stage of the buyer decision process in which the __________.
a. Consumer uses information to evaluate alternative brands in the choice set
12. __________ is the first stage of the buyer decision process in which the consumer recognizes a problem or need.
a. Need recognition
13. Consumer buying behavior in situations characterized by high consumer involvement in a purchase and
significant perceived differences among brands is known as
a. Complex Buying Behavior
14. Buying attitudes and preferences are __________.
a. Part of buyer’s responses
15. Marketing stimuli are __________.
a. Such things as product, price, place, and promotion
16. Which of the following is a person within a reference group who, because of special skills, knowledge,
personality, or other characteristics, exerts social influence on others?
a. Opinion Leader
17. Which term refers to a person’s consistently favorable or unfavorable evaluations, feelings, and tendencies
toward an object or idea?
a. Attitudes
18. __________ refers to changes in an individual’s behavior arising from experience.
a. Learning
19. The process by which people select, organize, and interpret information to form a meaningful picture of the
world
a. Perception
20. A descriptive thought that a person holds about something
a. Belief
21. Factors that drive consumer behavior
a. Cultural
i.
Class
ii.
Ethnicity
iii.
Cross-Cultural Dynamics
b. Social Groups
i.
Family
ii.
Friends
c. Personal Lifestyle
d. Psychological Needs (Monkey Awareness)
i.
Mazlow’s Hierarchy of Needs (Bottom to Top)
1. Physiological Needs
2. Safety & Security
3. Group Needs
4. Esteem
5. Self Actualization
22. Types of Buying
a. Complex Buying Behavior (Many Choices, Cares a Lot)
i.
When consumers are buying an expensive product.
ii.
In this infrequent transaction, consumers are highly involved in the purchase decision.
iii.
Consumers will research thoroughly before committing to invest.
b. Dissonance Reducing Buying Behavior (Few Choices, Cares a Lot)
i.
Consumer involvement is very high. This might be due to high price and infrequent purchase.
ii.
In addition, there is a low availability of choices with less significance differences among
brands.
iii.
In this type, a consumer buys a product that is easily available.
c. Habitual Buying Behavior (Few Choices, Cares a Little)
i.
When consumers are buying products that they use for their daily routine, they do not put a lot
of thought.
ii.
They either buy their favorite brand or the one that they use regularly
iii.
Or the one available in the store or the one that costs the least.
d. Variety Seeking Buying Behavior (Many Choices, Cares a Little)
i.
Consumer involvement is low.
ii.
There are significant differences between brands. Here consumers often do a lot of brand
switching.
iii.
The cost of switching products is low, and hence consumers might want to try out new
products just out of curiosity or boredom.
iv.
Consumers here, generally buy different products not because of dissatisfaction but mainly
with an urge to seek variety.