Exam 6: Understanding Consumer and Business Buyer Behaviour

To understand how marketing affects buyer behaviour, marketers must first understand the __________ of customers. what when why how where

Almost all major purchases result in cognitive dissonance, or discomfort caused by postpurchase conflict.

A problem with the rapidly expanding use of e-purchasing is that it ________. can erode established customer-supplier relationships saves less time than expected generates more transactions to document generates less cost savings than predicted reduces the amount of time purchasing people can spend on strategic issues

In what ways does selective retention prevent consumers from remembering everything about an advertisement?

The buying process starts with ________, in which the buyer recognizes a problem. need recognition information search evaluation of alternatives purchase decision separation of needs and wants

Scenario The Attic Trunk began in 1979 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele.Many other specialty shops lined the main avenue over the next few years.But as Forest Ridge began to attract an affluent, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby.By the late 1980s, many of these specialty shops suffered financially.Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and useless flowered parasols, often laughing at the ridiculously high prices.Owners of The Attic Trunk had noticed the shifts in population and buying behaviour of the typical shopper by the late 1980s.In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted a "typical shopper." The wealthy, mature clientele had been replaced with affluent families with children, and a mix of Asian and African Americans as well as Caucasians.Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, colognes, and jewelry.Other owners followed suit in the early 1990s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge. Imagine that a female consumer is shopping at The Attic Trunk to look for a classy, branded shirt.Using this example, discuss each step of the buyer's decision process.

After purchasing a product, the consumer will be satisfied or dissatisfied and will engage in ________. need recognition alternative evaluation postpurchase behaviour product expectations information searches

Donna wants to buy a new coat.During the ________ stage of her purchase process she asked her friends to recommend a store and/or a style of coat.She searched the newspaper for coat sales, and she visited nearby stores to see what is available in her price range. product evaluation alternative evaluation need recognition information search purchase decision

Leona purchased two bottles of wine from vineyards in Australia.When asked her opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste that she really enjoyed.These statements were made during the ________ stage of the purchase decision. information search situational analysis alternative evaluation purchase decision postpurchase behaviour

________ describes changes in an individual's behaviour arising from experience. Lifestyle Learning Perception Cognitive dissonance Aggressiveness

Which of the following do marketers consider as a major Canadian subculture? Hispanic Canadians Carib-African Canadians geographically grouped consumers Irish Canadians Inuit

In what way might a marketer rely on opinion leaders?

Applying ________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. subliminal advertising social classes learning theory need recognition cognitive dissonance

According to Statistics Canada, by the year 2017 roughly ________ of the population will be a member of a visible minority. 10% 20% 30% 40% 50%

Why is it difficult to assess interpersonal factors that influence the business buying process?

Cameron loves to know about and purchase the most up-to-date technological gadgets.Among his friends, he is almost always the first to own the newest electronic product.Often the products that Cameron buys become adopted by large groups of consumers, but occasionally Cameron will purchase a product that is adopted by only a small portion of the population.To which of the following adopter groups does Cameron belong? innovator early adopter early majority late majority laggards

Which of the following statements about buying centres is true? The buying centre is like a standing committee. The buying centre roles are specified on the organizational chart. The typical buying centre has five employees, one to assume each of the buying centre's roles. An individual's role in the buying centre does not change. The buying centre may involve informal participants who are not obvious to sellers.

Scenario The Attic Trunk began in 1979 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele.Many other specialty shops lined the main avenue over the next few years.But as Forest Ridge began to attract an affluent, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby.By the late 1980s, many of these specialty shops suffered financially.Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and useless flowered parasols, often laughing at the ridiculously high prices.Owners of The Attic Trunk had noticed the shifts in population and buying behaviour of the typical shopper by the late 1980s.In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted a "typical shopper." The wealthy, mature clientele had been replaced with affluent families with children, and a mix of Asian and African Americans as well as Caucasians.Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, colognes, and jewelry.Other owners followed suit in the early 1990s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge. If this shop were to open an outlet in Canada and intended to cater to the typical Asian Canadian consumer, what locations would you advise Why?

Explain why selective distortion is somewhat controllable by a marketer.

Many major purchases result in ________, or discomfort caused by postpurchase conflict. need recognition cognitive dissonance purchase decisions legitimization dissatisfaction