Exam (elaborations)
SOLUTION MANUAL FOR CONSUMER BEHAVIOR 2ND ASIA_PACIFIC EDITION WAYNE D.HOYER
- Course
- Institution
SOLUTION MANUAL FOR CONSUMER BEHAVIOR 2ND ASIA_PACIFIC EDITION WAYNE D.HOYER
[Show more]
Content preview
,CHAPTER 1Understanding Consumer Behaviour
CHAPTER SUMMARY
The goal of this chapter is to introduce students to the topic of consumer behaviour. The
chapter defines what consumer behaviour is, what factors affect it, and why it should be
studied. In this chapter, the topics to be discussed include (1) what consumer behaviour
is, (2) what factors affect it, (3) who benefits from studying it, and (4) how marketers
apply consumer behaviour concepts.
Consumers’ motivation, ability and opportunity (MAO) affect their decisions. These
factors influence what consumers are exposed to, what they attend to and what they
perceive, how they categorise or interpret information, how they form and change
attitudes and how they form and retrieve memories. Each of these aspects of the
psychological core has a bearing on consumer decision making. Decision making itself is
based on problem recognition and the search for information, involves some judgement
and decision-making processes and affects others’ decisions as well as one’s own post-
decision satisfaction level. Consumer behaviour thus also includes recycling and
disposition behaviours.
Furthermore, consumer decisions are affected by the consumer’s culture, defined as the
myriad groups and social systems to which individuals belong, that influence the values
and beliefs they hold and the symbols they use to communicate group membership.
Factors associated with both the psychological core and culture can influence outcomes
such as symbolic consumer behaviour and the diffusion of new consumer behaviour
throughout a market. The study of consumer behaviour also necessitates an
understanding of ethics – the situations in which consumers and marketers may act
unethically to obtain benefits.
Studying consumer behaviour can provide useful input to marketing strategies like
market segmentation, target market selection and positioning. It can also guide
marketing tactics like product, pricing, distribution and promotion decisions.
Furthermore, the study of consumer behaviour can be of interest to ethicists and
consumer advocacy groups and can be helpful in designing laws and regulations that
protect consumers. Finally, it can help consumers to improve their own lives by making
the environment more user friendly, safer, cleaner and healthier.
,2 Chapter 1: Understanding Human Behaviour
CHAPTER LEARNING OBJECTIVES
After studying this chapter, students will be able to:
1. define consumer behaviour and explain the components that make up the
definition
2. identify the four domains of consumer behaviour that affect acquisition, usage
and disposition decisions
3. discuss the benefits of studying consumer behaviour
4. explain how companies apply consumer behaviour concepts when making
marketing decisions.
CHAPTER OUTLINE
I. Defining consumer behaviour
A. Consumer behaviour involves goods, services, activities, people and ideas
1. In addition to products, marketing efforts and studies in consumer
behaviour also target services, activities, ideas, people and time
2. The term offering encompasses all products, services, activities,
experiences or ideas that can be marketed’
3. Acquisition is the process by which consumers come to own an offering.
4. Using is the process by which consumers use an offering.
5. Disposition is the process by which consumers discard an offering.
B. Consumer behaviour can involve many people
1. Many individuals may be involved in the acquisition, use, and disposal of
an offering, each person holding one or more consumer roles in the
process
C. Consumer behaviour involves many decisions
1. Whether to acquire/use/dispose of an offering
a) Is this an offering for me?
2. What offering to acquire/use/dispose
a) From which category should I choose? Which brand?
3. Why to acquire/use/dispose of an offering
a) Is this offering compatible with my needs, values and goals? Will it
help me to fit in?
4. Why an offering is not acquired/used/disposed
a) What keeps me from purchasing an item?
5. Ways of acquiring an offering––Can I trade for this product? Rent or lease
it? Should I give it as a gift? Can I barter for the item?
6. Ways of using an offering––What are the appropriate uses for an item?
Are there innovative uses of this product? How are consumers educated to use this
product?
7. Ways of disposing of an offering––What should I do when I am done with
it? Should I find a new use? Get rid of it temporarily? Permanently?
8. When to acquire/use/dispose of an offering
a) When is it ‘appropriate’ to acquire or use an offering in a given
situation? Special occasions? Every day? 24 hours a day?
, Chapter 1: Understanding Human Behaviour 3
9. Where to acquire/use/dispose of an offering
a) In stores, by mail, by phone, or over internet
10. How much, how often and how long to acquire/use/dispose of an
offering
a) Do I use this all the time? Infrequently?
D. Consumer behaviour involves emotions and coping
1. Emotions, positive and negative, as well as specific emotions, such as
hope, fear, regret, guilt, embarrassment and general moods, can affect
consumers’ behaviour
2. Consumers may have to cope with stress from consumption situations
3. There is differing coping behaviour among certain segments, such as
low-literacy consumers
II. What affects consumer behaviour?
A. The psychological core: internal consumer processes
1. Motivation, ability and opportunity (MAO)
a) Is the consumer motivated to focus on the decision?
b) Will the consumer have the opportunity to make an informed
choice?
c) Does the consumer have the ability to distinguish one offering from
another?
2. Exposure, attention, perception and comprehension
a) Is the consumer exposed to information related to the choice?
b) Is the consumer able to attend to and perceive the information that
is available?
3. Memory and knowledge
a) Storage and recall in part depends on MAO
b) Choice is based on information retrieved, not stored
4. Forming and changing attitudes
a) Based on the information the consumer receives, what attitudes are
formed? How do these evaluations change in the presence of new
information?
B. The process of making decisions
1. Problem recognition and the search for information
a) Does the consumer recognise problems and search for necessary
information?
2. Making judgements and decisions
a) To what extent does the consumer expend time, and mental and
emotional energy in making a decision?
3. Making post-decision evaluations
a) To what extent does the consumer’s post-decision evaluation
provide feelings of satisfaction or dissatisfaction?
C. The consumer’s culture: external processes
1. Culture refers to typical or expected behaviours, norms and ideas that
characterise a group
2. Reference groups and other social influences
a) What groups does the consumer perceive that he/she is a member
of and how do these groups influence the consumer’s behaviour?
©
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Succeed. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $25.49. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
80796 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now