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Solution Manual For Consumer Behavior 8th Edition by Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters Chapter 1-17
Consumer Behavior 8th Edition by Wayne, Deborah MacInnis INSTRUCTOR MANUAL
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Midterm 1 (H1 t/m H6) TiSEM:
Boek bestaat uit 150 blz voor H1 t/m 6:
H1.1
Consumer behavior: Consumer behavior is the study of individuals, groups, or
organisations and all the activities associated with the purchase, use and disposal of goods
and services. (All the behavior of consumers) // More than only buying → marketers are
intensely interested in how consumers use and dispose of goods as well. They also study
how consumers make decisions about personal finances.
Consumer researchers have studied the powerful role that emotions play in consumer
behavior. Emotions like love sometimes describe how we feel about certain brands,
possessions, and experiences.
Examples: More than just the way that a person buys tangible products such as bath soap
and automobiles. It also includes consumers’ use of services, activities, experiences, and
ideas such as going to the dentist, attending a concert, taking a trip, and donating to
UNICEF.
Acquiring an offering: The process by which a consumer comes to own or experience an
offering.
Using an offering: The process by which a consumer uses or consumes an offering.
Disposing an Offering: The process by which a consumer discards an offering.
Spenders
stretched spenders (live paycheck to paycheck and feel anxious about their financial
situation), carefree spenders (live paycheck to paycheck and do not feel anxious about
their financial situation), security seekers (don’t live paycheck to paycheck, yet feel anxious
about their financial situation), and cushioned savers (don’t live paycheck to paycheck and
do not feel anxious about their financial situation). Each of these represents a different
segment for financial services.
These examples relate to consumers’ buying decisions, but Table 1.2 shows that consumers
can acquire an offering in other ways. As the cost of cars and car insurance rises, some
consumers are choosing not to buy cars, but to instead use services like Zipcar or Uber.
,1.2
The many factors that affect acquisition, usage, and disposition decisions can be classified
into four broad domains, as shown in the model in Exhibit 1.4:
(1) the psychological core,
(2) the process of making decisions,
(3) the consumer’s culture, and
(4) consumer behavior outcomes.
,The cultural environment also affects what motivates consumers, how they process
information, and the kinds of decisions they make. Age, gender, social class, ethnicity,
families, friends, and other factors affect consumer values and lifestyles.
Motivation, Ability, and Opportunity (videocolleges - aantekeningen)
Before consumers can make decisions, they must have some source of knowledge or
information upon which to base their decisions. This source—the psychological
core—covers motivation, ability, and opportunity; exposure, attention, perception, and
comprehension; memory and knowledge; and attitudes about an offering.
Example:
In Aria’s mind, the college decision is risky because it will consume a lot of money and time,
and she does not want to make a bad choice. Therefore, Aria is motivated to learn as much
as she can about the various universities, think about them, and imagine what they will be
like. She has put other activities aside to give herself the opportunity to learn and think about
this important decision. Because Aria is familiar with the education system, she has the
ability to evaluate the different options.
Memory and knowledge (videocolleges - aantekeningen)
Note that Aria may store information in memory, but her choices will be based only on the
information that can be retrieved from memory—a key point for marketers seeking to create
strong brand images and develop memorable communications
Forming and Changing Attitudes
Aria is likely to form attitudes toward the schools she has categorized and comprehended.
She may have a favorable attitude toward the University of Southern California because a
website describes it as affordable, educational, and fun; because it has a great reputation;
and she loved a trip to LA earlier took to LA. Her favorable attitude toward Tilburg may be
because of the excitement of studying in a European country. However, her attitudes might
change as she encounters new information.
Process of making decisions:
1) Problem Recognition and the Search for Information
2) Making Judgments and Decisions
3) Making Postdecision Evaluations
The Consumer’s Culture: External Processes:
1) Reference Groups and Other Social Influences
2) Household and Social Class Influences
3) Diversity influencers
4) Values, Personality, and Lifestyle
, 1.4
Who Benefits from the Study of Consumer Behavior?
Four different groups who use consumer research: marketing managers, ethicists and
advocates, public policy makers and regulators, and consumers.
Developing and Implementing Customer-Oriented Strategy
1) How Is the Market Segmented?
2) How Profitable Is Each Segment?
3) What Are the Characteristics of Consumers in Each Segment?
4) Are Customers Satisfied with Existing Offerings?
Positioning
1) How Are Competitive Offerings Positioned?
2) Should Our Offerings Be Repositioned?
Making Promotion and Marketing Communications Decisions
1) What Are Our Communication Objectives?
2) What Should Our Marketing Communications Look Like?
3) Where Should Advertising Be Placed?
4) When Should We Advertise?
5) Has Our Advertising Been Effective?
6) What about Sales Promotion Objectives and Tactics?
7) Have Our Sales Promotions Been Effective?
8) How Can Salespeople Best Serve Customers?
H.1 Summary
Consumer behavior involves understanding the set of decisions (what, whether, why, when,
how, where, how much, and how often) that an individual or group of consumers makes over
time about the acquisition, use, or disposition of goods, services, ideas, or other offerings.
The psychological core exerts considerable influence on consumer behavior. A consumer’s
motivation, ability, and opportunity affect their decisions and influence what a person is
exposed to, what he or she pays attention to, and what he or she perceives and
comprehends. These factors also affect how consumers categorize and interpret
information, how they form and retrieve memories, and how they form and change attitudes.
Each aspect of the psychological core has a bearing on the consumer decision-making
process, which involves
(1)problem recognition,
(2) information search,
(3) judgments and decision-making, and
(4) evaluating satisfaction with the decision.
Consumer behavior is affected by the consumer’s culture and by the typical or expected
behaviors, norms, and ideas of a particular group. Consumers belong to a number of groups,
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