Understanding Consumer kuiz 3

8/7/2019 Understanding Consumer kuiz 3

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Understanding Consumer

Quiz 3

Question 1a

Discuss the five (5) major types of reference group appeals that marketers can

choose and explain why they use them.

A reference group is any person or group that serves as a point of comparison for an

individual in the formation of either general or specific values, attitudes, or behavior.

The five major types of reference group appeals in common usage are celebrity appeals,

expert appeals, common man appeals, executive and employee appeals, and trade or

spokes character appeals.

The celebrity appeals are used to give testimonials or endorsement as actors or as

company spokers.

The expert appeals are may be recognize the experts in the product category or actors

playing the part of experts.

The common man appeals is an approach that design to show that individuals who are just

like the prospect are satisfied with the advertise product.

The executive and employee appeals where firms are using their top executives as

spokespersons because of their appearance in company advertisements seems to imply

that someone at the top is watching over the consumer interest.

The trade or spokes character appeals which it uses the familiar cartoon characters toserve as quasi celebrity endorsers. These trades spoke character present an idealized

image and dispense information that can very important for the product or service that they

work for.

The reference group appeals are used very effectively by them in promoting their product

and service because they subtly induce the prospective consumer to identify with the

pictured user of the product.


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Question 1b

What are the factors that affect reference group influence?

The Reference groups are classified to two groups which the first it influence general values

or behavior is called normative reference groups. The second reference groups that serve

as benchmarks of specific or narrowly defined attitudes or behavior are called comparative

reference.

The factors that affect reference group influence are information and experience, credibility,

attractiveness and power of reference group, conspicuousness of the product and reference

group and consumer conformity.

Consumer reference group is that group to which the consumer has close relationship and proximity and which the

consumer uses for references and which effect the buying behavior of the consumer. We have generally two types of

reference groups.

1: Normative reference group:

Normative reference group is that group in which the consumer had direct relation or face to face relation and influence

on the consumer buying decision and behavior.

For example, family and friends etc. The members of the family are always in interaction with the consumer and they

give different ideas and suggestions or advice to the consumer to buy a specific product or brand. And thus they

influence the consumer.

2: Comparative reference group:

Comparative reference group is that group in which the consumer has indirect relation and less face to face interaction,

such type of groups attract the consumer and the consumer gradually start to adopt the life style of the personalities

lying in the comparative reference group.

For example, in this group we have television a star, cinema stars, sports mans, and other popular personalities. The

consumers are attracted by the marketer through different types of promotional campaigns and start to purchase

different types of products used by the personalities of the comparative reference group.


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Question 2a

Communication is the transmission of message from sender to receiver via medium (or

channel) of transmission. With appropriate example briefly explain the type of message

receivers.

Communication is what we do to give and get understanding. It is an exchange of words and

meanings, a two-way process of sending and receiving messages. Effective communication

happens when the message that is sent is the same message that is received.

Targeted prospected or customer

Intermediary audience

Unintended audience


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Question 2b

Discuss the barriers to communication that may affect t6he accuracy of message

interoperation. Identify strategies that marketers can use to overcome psychological noise.

Give examples.

Selective Exposure to Message.

Psychological Noise

Overcome Psychological Noise


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Question 3b

The Bukit Merah Lake Town resort Management is planning a TV campaign to

promote the resort. In doing so, the management needs to know which consumption

role is played by each family members regarding vacation decision. Explain briefly the

consumption roles played by each family member.

The eight roles in the family decision making process are :

a. Influencers

Influencers are family members who provide information to other members about a

product service.

b. Gatekeeper

Gatekeepers are family members who control the flow of information about a product or

service into the family.

c. Deciders

Deciders are family members with the power to determine unilaterally or jointly whether

to shop for, purchase, use, consumer, or dispose of a specific product or service.

d. Buyers

Buyers are family members who make actual purchase of a particular product or service.

e. Preparers

Preparers are family members who transform the product into a form suitable for

consumption by other family members.

f. Users

Users are family members who use or consume a particular product or service.

g. Maintainers

Maintainers are family members who service or repair the product so that it will provide

continued satisfaction.

h. Disposers

Disposers are family members who initiate or carry out the disposal or discontinuation of

a particular product or service.

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Understanding Consumer kuiz 3