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106. Describe five reasons why Harley-Davidson’s customers are very loyal.

Nội dung chính

    What are the four psychological factors?Which of the following factors related to family that influences consumer Behaviour?What strategy should a marketer use upon learning that consumers are not buying a product because they do not perceive a need for it?When a consumer learns about a new product for the first time and makes a decision to try it the consumer is engaged in the alternative evaluation process True False?

Harley-Davidson customers are loyal because the company makes a lifestyle statement and displays the attitude of being “the toughest, baddest guy on the block.” The customer feels “wicked astride all that power.” In addition, Harley-Davidson renews the customer’s spirit and announces the customer’s independence. Harley-Davidson also makes the customers feel that thumbing the
starter of a Harley does a lot more than fire the engine; it fires the imagination! Harley-Davidson sells a dream.
(pp. 127–128; Moderate)

107. Cultural factors exert a broad and deep influence on consumer behavior. The marketer needs to understand the role played by the buyer’s culture, subculture, and social class. Describe the differences among culture, subculture, and social class.

Culture is the most basic cause of a
person’s wants and behavior. Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations. Subcultures include nationalities, religions, racial groups, and geographic regions. Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
(p.. 129; Challenging)

108. Many subcultures make up important market segments. Examples of four such
important subculture groups include Hispanic, African American, Asian American, Chinese Americans, and mature consumers. Describe the characteristics of each of these groups.

Hispanic consumers tend to buy more branded, higher-quality products—generics do not sell well to Hispanics. Perhaps more important, Hispanics are very brand loyal, and they favor companies who show special interest in them. African American consumers are more price-conscious than other segments; they are also
strongly motivated by quality and selection. They place more importance on brand names, are more brand-loyal, and do less “shopping around.” Per capita, African American consumers spend twice as much as white consumers for trực tuyến services. Asian American consumers have the biggest barriers with cultural traditions and language. Chinese Americans have plenty of money—they trade two or three times as much as other investors, generating a lot of commissions as reported by the Schwab Company. Mature
consumers are better off financially than are younger consumer groups. They are an ideal market for exotic travel, restaurants, high-tech home entertainment products, leisure goods and services, designer furniture and fashions, financial services, and healthcare services. The best strategy is to appeal to their active, multidimensional lives.
(p.. 130; Challenging)

109. A consumer’s behavior is also influenced by social factors, such as the consumer’s small groups, family, and social
roles and status. Explain the differences among these social factors.

Small groups to which a person belongs have a direct influence on what a person buys. Reference groups serve as direct or indirect points of comparison or reference in forming a person’s attitudes or behaviors. An aspirational group is one to which the individual wishes to belong. Reference groups expose a person to new behaviors and lifestyles, influence a person’s
attitudes and self-concept, and create pressures to conform that may affect the person’s product and brand choices. Opinion leaders are also included in reference groups. The family, furthermore, is the most important consumer buying organization in society. Marketers are interested in the roles and influence of each thành viên. Social roles and status: Anna Flores plays the role of a daughter and a wife, and in her company she plays the role of a brand manager. A role consists of the activities
people are expected to perform according to the persons around them. Anna will buy the kind of clothes that reflect her role and status.
(p.. 132; Challenging)

110. Each person’s distinct personality influences his or her buying behavior. Personality is usually described in terms of traits. What are these traits, and how do they affect the way people purchase items?

Personality is described in terms of traits such as self-confidence, dominance, sociability, autonomy,
defensiveness, adaptability, and aggressiveness. Personality can be useful in analyzing behavior for certain products. For example, coffee marketers have discovered that heavy coffee drinkers tend to be high on sociability.
(p.. 137; Easy)

111. A brand personality is the specific mix of human traits that may be attributed to a particular brand. One researcher identified five brand personality traits. Name three of these traits and tell about them.

Sincerity (down-to-earth,
honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up-to-date), competence (reliable, intelligent, and successful), sophistication (upper class and charming), and ruggedness (outdoorsy and tough) are the five brand personality traits.
(p.. 138; Easy)

112. How might the market leader encourage habitual buying behavior?

The market leader will try to encourage habitual buying behavior by dominating shelf space, keeping shelves fully stocked, and running
frequent reminder advertising.
(p.. 142; Easy)

113. Explain brand personality as it affects specific brands.

A brand personality is the specific mix of human traits that may be attributed to a particular brand. Five brand personality traits include: sincerity, excitement, competence, sophistication, and ruggedness. Many well-known brands tend to be strongly associated with one particular trait.
(p.. 138; Easy)

114. Explain Maslow’s needs hierarchy.

Maslow
suggested that our unfulfilled needs are enough to motivate us and that our needs are arranged in a hierarchy. The hierarchy of needs includes: physiological, safety, social, self-esteem, and self-actualization. Maslow suggested that we fill the bottom-level, basic needs first before moving up the hierarchy.
(p.. 139; Easy)

115. Explain the stages in the adoption process.

In the awareness stage, consumers become aware of the new product but lack information about it. Then,
consumers seek information about the new product in the interest stage. In the evaluation stage, consumers consider whether trying the new product makes sense. Consumers try the product on a limited basis in the trial stage. Consumers decide to make full use of the product in the adoption stage.
(p.. 146; Moderate)

What are the four psychological factors?

There are four psychological factors that influence consumer behaviour: Motivation, perception, learning, and attitude or belief system.

Solution(By Examveda Team)
Social factor relates to family that influences consumer behavior. Social factors play an essential role in influencing the buying decisions of consumers. Human beings are social animals.

What strategy should a marketer use upon learning that consumers are not buying a product because they do not perceive a need for it?

What strategy should a marketer use upon learning that consumers are not buying a product because they do not perceive a need for it? Marketing might launch an advertising chiến dịch that shows customers how the product can solve their existing problems and meet their existing needs.

When a consumer learns about a new product for the first time and makes a decision to try it the consumer is engaged in the alternative evaluation process True False?

When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the alternative evaluation process. People differ greatly in their readiness to try new products. In each product area, there are “consumption pioneers.” They are also called laggards.
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