Chapter 3: Answers
Understanding Consumer Behaviour
Comprehension Questions
- What are two examples of academic fields that impact on the study of consumer behaviour? Answer: Any 2 of the following – psychology, economics, anthropology, sociology, and marketing.
- Give one example of how digital technology has changed the way we live our lives. Answer: Any 1 of the following – how we communicate with one another, how we shop, how we consume entertainment, and how we see ourselves in the world.
- What other aspect has added to these changes in digital technology and make marketing today more challenging? Answer: The production of a world that is less stable. All industries are vulnerable to change when a product or service comes along that meets user needs in an unprecedented way.
- What are two aspects that marketers need to consider in understanding consumers’ motivation to purchase a product? Answer: 1. The physical facts, context, and income of their “outer world” i.e. their demographics. 2. The motives, desires, fears, and other characteristics of their “inner world” i.e. their psychographics.
- What is the most important factor for marketers to consider when determining customer motivation? Answer: The most important factor to consider in choosing a customer motivator is relevance to the customer, to the brand, and to the campaign.
