Consumer Behavior Concepts and Applications

This video tutorial provides an in-depth look at consumer behavior, starting with a definition and moving through the factors that influence it, such as sociocultural, personal, and psychological elements. It discusses various types of consumer purchases and the psychological mechanisms that drive them. The tutorial concludes with a detailed explanation of the consumer purchase process, highlighting the steps from recognizing a need to post-purchase evaluation.

What is the primary goal of studying consumer behavior for a business?

• To create more complex products

• To increase production costs

• To reduce employee turnover

• To understand and influence consumer actions

Which of the following is NOT a sociocultural factor influencing consumer behavior?

• Culture

• Social class

• Personality

• Reference groups

How can a business use leaders of opinion to its advantage?

• By ignoring their influence

• By using them to communicate about their products

• By hiring them as employees

• By competing against them

Which personal factor involves the traits and emotions unique to an individual?

• Lifestyle

• Personality

• Social class

• Culture

What does the 'image of self' refer to in consumer behavior?

• The consumer's financial status

• The consumer's education level

• The consumer's perception of themselves and how they think others see them

• The way others see the consumer

Which type of motivation is driven by the desire to please others?

• Expressive motivation

• Oblative motivation

• Hedonistic motivation

• Cognitive motivation

What is the role of perception in consumer behavior?

• To create new products

• To reduce marketing efforts

• To increase product prices

• To interpret messages and stimuli

Which type of purchase is characterized by a lack of planning and immediate decision-making?

• Impulsive purchase

• Addictive purchase

• Reflective purchase

• Habitual purchase

What is the first step in the consumer decision-making process?

• Information search

• Post-purchase evaluation

• Evaluation of alternatives

• Problem recognition

What happens during the post-purchase evaluation stage?

• The consumer recognizes a need

• The consumer searches for information

• The consumer makes the purchase decision

• The consumer evaluates their satisfaction with the purchase