5. Consumer Markets & Buyer Behavior

Consumer Markets & Buyer Behavior Challenge yourself with this quick quiz on Consumer Markets & Buyer Behavior and see how much you really know!

Marketing Quiz

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• Four key influences: Cultural, Social, Personal, Psychological.
• Four buying behaviors: Complex, Dissonance-reducing, Habitual, Variety-seeking.
• Decision process: Need → Search → Evaluate → Purchase → Post-purchase.
• New product adoption: Awareness → Interest → Evaluation → Trial → Adoption.
• Adopter groups: Innovators → Early Adopters → Early Mainstream → Late Mainstream → Laggards.
• Faster adoption: Relative advantage, Compatibility, Low complexity, Trialability, Observability.
• Satisfaction: Compare Expectations vs. Perceived Performance.

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Which definition best fits the consumer market?

Businesses buying for production Resellers buying for resale Individuals/households buying for personal use Government agencies only

Note: Consumer market = personal consumption (not for resale or production).

In the simple model of buyer behavior, marketing/economic/social forces enter the buyer’s ______ and produce responses.

Culture Attitude Lifestyle Black box

Note: “Black box” = buyer characteristics + decision process.

Which is the most basic cause of a person’s wants and behaviors?

Culture Income Personality Social class

Note: Culture shapes values, perceptions, and wants.

Which set lists the social factors that influence consumer behavior?

Personality, self-concept, lifestyle Age, life-cycle, lifestyle Motivation, perception, learning Culture, subculture, class Small groups, social networks, family, roles & status

Note: Social = people around us and our position among them.

Which list shows the four main influences on consumer behavior?

Economic, tech, demographic, political Culture, tech, social, personal Motivation, perception, learning, beliefs Culture, subculture, lifestyle, family Cultural, Social, Personal, Psychological

Note: Remember CSPP.

Which buying behavior: high involvement, big brand differences (e.g., cars)?

Complex buying Dissonance-reducing Habitual Variety-seeking

Note: Complex = expensive/risky + brands differ a lot → heavy info search.

Which buying behavior: high involvement, few brand differences (e.g., flooring)?

Complex Dissonance-reducing Habitual Variety-seeking

Note: Post-purchase doubt likely → marketers should reassure.

Which buying behavior: low involvement, few brand differences (e.g., salt)?

Complex Dissonance-reducing Habitual Variety-seeking

Note: Routine buys; ads focus on familiarity and reminders.

Which buying behavior: low involvement, big brand differences (e.g., snacks)?

Complex Dissonance-reducing Habitual Variety-seeking

Note: People switch for fun/novelty; promotions work well.

Correct order of the buyer decision process is…

Search → Evaluate → Need → Purchase → Post-purchase Need → Purchase → Search → Evaluate → Post-purchase Need → Search → Evaluate → Purchase → Post-purchase

Note: NSEPP — memorize this order.

Two things can block purchase at the last minute: attitudes of others and ________.

Too many choices Lack of info Price promotions Unexpected situational factors

Note: E.g., out of stock, urgent bills, sudden advice.

Satisfaction is determined by the relationship between expectations and ________.

Price paid Perceived performance Brand image Number of alternatives

Note: If performance ≥ expectations → satisfaction.

Adoption stages for new products (correct order):

Awareness → Interest → Evaluation → Trial → Adoption Awareness → Evaluation → Interest → Trial → Adoption Interest → Awareness → Evaluation → Trial → Adoption Awareness → Interest → Trial → Adoption → Evaluation

Note: AIETA is the classic sequence.

Which two groups adopt new products first?

Innovators & Early Adopters Early Adopters & Early Mainstream Early & Late Mainstream Late Mainstream & Laggards

Note: Innovators try first; early adopters influence others.

Which factor slows adoption as it increases?

Relative advantage Compatibility Complexity Observability

Note: More complex = slower adoption.

Perception refers to how people…

Select, organize, and interpret information Learn via reinforcement only Form lifestyles from social class Decide by income alone

Note: Includes selective attention, distortion, retention.

Feeling doubt/discomfort after buying is called…

Perceptual bias Attitude reversal Habit persistence Cognitive dissonance

Note: Reduce with reassurance, guarantees, clear post-purchase support.

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