Exam 6: Understanding Consumer and Business Buyer Behaviour

Why is it important for marketers to understand the changing roles and influence of family members? How are roles and social status related to product choice?

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. Many families with children are now attracted to the shopping district in Forest Ridge.What characteristics about families as consumer groups might the owners of The Attic Trunk want to keep in mind?

A marketing research company asked members of a focus group to describe several motorcycle brands as animals.This is an example of ________. hierarchical need analysis interpretive consumer research status influence buzz marketing information search

Why is the new-task buying situation both a great opportunity and challenge for a marketer?

Blake is in the process of buying a new car.He is highly involved in the purchase and perceives significant differences among his three favourite models.Blake's next step is most likely to be ________. postpurchase behaviour evaluation of alternatives opinion leadership cognitive dissonance purchase decision

Explain why marketers must work especially hard to attract consumer attention.

During which stage of the business buying process is a buyer most likely to conduct value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensive? general need recognition value analysis proposal solicitation order-routine specification performance review

The buying centre is not a fixed or formally identified unit within an organization.

A(n) ________ is a person's consistent evaluations, feelings, and tendencies toward an object or idea. lifestyle motive belief attitude perception

In the supplier search stage of the business buying process, the buyer ranks the importance of reliability, price, and other desired characteristics in the product.

What determines whether the buyer is satisfied or dissatisfied with a purchase and what does this imply for sellers?

________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviours. Social classes Cultures Reference groups Attitudes Lifestyles

Many subcultures make up important market segments.Examples of four such important subculture groups include those from Atlantic provinces, Quebec, Central Canada, the Prairies and British Columbia.Describe several characteristics that would interest marketers about each of these groups.

Children exert little influence on family buying decisions, particularly in areas such as entertainment and food.

Why might marketers be interested in social class?

________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively. Family Social class Membership group Subculture Reference group

People change the goods and services they buy over time because of the two changing factors of ________. belief and attitude perception and personality age and life-cycle stage groups and learning family and tradition

A well-known food retailer buys a lot of cranberry products in December due to seasonally high consumer demand.This is an example of ________ demand. joint derived elastic fluctuating inelastic

Ed purchases new technological devices such as PDAs, DVRs, and MP3 players after many people he knows already own the devices.However, Ed is rarely among the last people he knows to purchase a new technology.Ed is part of the laggard adopter group.

John Herr's company has standardized the size of its paper bags so that each bag can be used in five to seven different store departments.This approach to cost reduction likely took place in the ________ stage of the business buying process. problem recognition general need description product specification supplier search proposal solicitation