Question

Abercrombie & Fitch is developing a program to get to know its customers. Which of the following is not a reason why A&F needs to understand consumer buying behavior?A) customer's reactions to marketing strategy can impact the firm's successB) all customers are the same when it comes to buying behaviorC) a firm should create a marketing mix that satisfies customersD) it helps the marketer predict how consumers will respond to marketing strategiesE) the marketing concept stresses that a firm should know its customers

Answer 1

Answer:

Letter B. All customers are the same when it comes to buying behavior.

Explanation:

All alternatives, except the letter B, are relevant to understanding consumer buying behavior.

As Abercrombie Fitch wants to know its target audience, alternative B is not an option as it is an incorrect statement. For consumer buying behavior is influenced by their values, preferences and decisions, which varies with each individual. There are four types of consumer behavior:

1. Complex buying behavior: Involving buying decisions for an expensive product, consumers seek through the experience of other consumers and research elements that will aid in reliability when making a high investment.
2. Dissonance Reduction Purchasing Behavior: Occurs when consumers have difficulty determining which differences and which brand will bring them the most benefit.
3. Habitual Purchasing Behavior: Consumers have little involvement in the buying process, as this behavior is based on routine purchases.
4. Variety Search Behavior: Consumers buy a different product because they search for variety and not because they are not satisfied with a previously purchased product.

Therefore it is important for the company to know that there are several behaviors that influence a purchase, and that varies according to each individual's needs and preferences. It is important to conduct market segmentation research to recognize your target audience and buying motivations, and then align the marketing mix to achieve positive results.