Why do you think an individual does not buy a product ?
When do you think consumers purchase products ?
What sources of information are available consumers to help him/her make purchasing decisions?
What are the factors that may influence consumer buying decisions?
A consumer goes through several stages before purchasing a product or service. Explain each of the following stages in the consumer buying decision process.
NEED ↓ INFORMATION GATHERING/SEARCH ↓ EVALUATION OF ALTERNATIVES ↓ PURCHASE OF PRODUCT/SERVICE ↓ POST PURCHASE EVALUATION
10. Buying situations differ. Howard and Sheth have described these buying situations as being: (1) Routinised response behavior
or straight re-buy, (2) Limited problem solving and (3) Extensive problem solving.
11. Buyer Behaviours vary. Both businesses and consumers exhibit patterns of buying behaviour.
11 (a) Briefly explain the steps in the Business buying behaviour. 11 (b) Briefly explain the steps in the Consumer buying behaviour
LESSON TWO:
Explain how each of the four (4) major factors influencing buyers behavior impact their buying decisions.
Cultural factors exert the broadest and deepest influence on consumer behavior. The roles played by the buyers culture, sub culture and social class are particularly important. A buyer’s decisions is also influenced by social factors. These include reference groups, family, role and status. A buyer’s decision is also influenced by personal characteristics. These include the buyer’s age & stage in the life cycle, occupation, economic circumstances, lifestyle, personality & self concept. A person’s buying choices are influenced by four major psychological factors-motivations, perception, learning, beliefs and attitudes.
2. Consumer behavior models are essential tools that marketers can use to help understand why consumers do or do
not buy a product. The three different types of models are the black box model, the personal variable model, and the comprehensive model, and each model has a specific focus. Discuss the focus of each.
3. Explain Diffusion of Innovation (DOI) Theory and Adoption (called Innovation). 4. There are five established adopter categories. Explain each. 5. Models of household decision-making processes may be 'unitary' or 'collective' What are the contrast between both
models.
6. The decision Making Unit (DMU) is a collection or team of individuals who participate in a buyer decision process. There are a
number of key players in this process namely the initiators, the gatekeepers, the buyers, the deciders, the users and the influencers. Explain the role of each individually.
LESSON THREE:
1. What is a brand? 2. What is branding? 3. Explain the 5 factors that define a brand. 4. What might be the similarities and differences between brand loyalty and repeat business. 5. Brand loyalty is the strongest measure of a brand’s value. Discuss the three main reasons why brand loyalty is important:
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Case Study: Case Study Questions
Case Study. Market Research. Questions are below
1. Explain the difference between primary research and secondary research. 2. Analyse why an organisation like Kellogg’s would use both qualitative and quantitative data. 3. Evaluate why market research can reduce the risks of a new product launch.
CASE STUDY Using market research to support decision making A JD Sports case study
1. Use an example from the case study to explain the purpose of market research. (4 marks) 2. Analyse why market research should be viewed as an ongoing process. (6 marks) 3. Evaluate how market research, if undertaken properly, adds value to the decisions made by a large company. 4. Why does it help to reduce risk? (8 marks)