Question

1. Describe how the problem recognition process works in the five-stage model of the consumer buying process.
2. People can emerge with different perceptions of the same object because of three perceptual processes. List and briefly describe these processes.
3. Each person has personality characteristics that influence his or her buying behaviour. What dos personality mean in terms of buying traits?

Answer 1

Describe how the problem recognition process works in the five-stage model of the consumer buying process.

The buying process starts when the buyer recognizes a problem or need. With an internal stimulus, one of the person's normal needs—hunger, thirst, sex—rises to a threshold level and becomes a drive; or a need can be aroused by an external stimuli such as an advertisement.

People can emerge with different perceptions of the same object because of three perceptual processes. List and briefly describe these processes.

The three processes are selective attention, selective distortion, and selective retention. Selective attention occurs because a person cannot possibly attend to all the stimuli that he or she is exposed to during an average day. Some will be screened out. Selective distortion is the tendency to interpret information in a way that will fit our perceptions. Selective retention occurs because people will fail to register much information to which they are exposed in memory, but will tend to retain information that supports their attitudes and beliefs.

Each person has personality characteristics that influence his or her buying behaviour. What dos personality mean in terms of buying traits?

Personality is often described in terms of such buying traits as self-confidence, dominance, autonomy, deference, sociability, defensiveness, and adaptability. Personality can be a useful variable in analyzing consumer brand choices. The idea is that brands also have personalities, and consumers are likely to choose brands whose personalities match their own.

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