English XI (gr. W-2321, W-2322, R-2321, P-2322, P-2323) Profes: I.Lotca Course Materials & Test Answers | moodle1.ceiti.md

Unit VI

Presenter: Today we have an expert from Michigan State University, Patricia Huddleston, who is a Professor of Retailing in the Department of Advertising. Hello Patricia!

Patricia Huddleston: Hello everyone! Thank you for the invitation.

Presenter: We are going to find out what consumer behaviour is and what types of customers we are. Patricia, tell us about consumer behaviour.

Patricia Huddleston: The study of consumer behaviour includes when, why, how, and where

consumers choose to purchase goods. It depends on the psychology of the consumer. In the study of

consumer behaviour, the main focus is customer satisfaction because, due to it, these businesses actually

exist.

Presenter: As I have understood it, it is a whole theory about consumers and the goods they buy. Can you tell us what determines consumer behaviour and what types exist?

Patricia Huddleston: You have to know that there are four types of consumer behaviour. Consumers with complex buying behaviours are actively engaged in the purchasing process and do a lot of research before making a purchase. This type of purchasing behaviour includes buying expensive goods or services like a house, a car, a degree, a programme, etc.

Due to the high cost or occasional nature of the transaction, dissonance-reducing buying behaviour

implies considerable involvement in the purchasing process. People have a hard time deciding between

brands and worry that they’ll end up regretting their decision. Typically, they make purchases based on

convenience or their available budget without doing any investigation. Buying a personal blender and

making a quick decision between a few available brands is an example of dissonance-reducing

purchasing activity.

The type of consumer, who participates little in the purchasing process, is distinguished by habitual

purchasing behaviour. A customer buys regular goods for a very long time and does not notice any

significant differences across brands. A common example of habitual purchase behaviour is buying

everyday items.

In the case of variety-seeking behaviour, the client shows a low level of involvement by switching

between brands for the sake of curiosity or variation rather than dissatisfaction. For instance, they may

buy soap without putting much thought into it. They’ll pick a different brand the following time to switch

up the flavour.

Presenter: Well, now I understand why my wife spends so much time in the supermarket deciding what

to buy. I have one more question. What is consumer behaviour influenced by?

Patricia Huddleston: Numerous internal elements, such as a person’s needs, wants, attitudes, and

reasons, as well as external factors, such as social groups, culture, status, and environmental factors,

have an impact on a person’s purchasing behaviour.

Presenter: Thanks to Patricia Huddleston, we know exactly what type of customer we are and why we

spend so much time in supermarkets. Thank you for explaining to us all these things and the studies on

which marketing is built.

Patricia Huddleston: You are welcome.

Match the terms with definitions:

the distinctive taste of a food or drink;

because of; out of consideration for;

the state of being convenient.

lack of agreement or harmony between people or things;

the activity of selling goods to the public in stores or on the internet;

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English XI (gr. W-2321, W-2322, R-2321, P-2322, P-2323) Profes: I.Lotca

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