Review Questions (with clues for answering)

Chapter 9 Customer Analysis

1. To what extent are the various models of choice behaviour developed by different social sciences useful in explaining real world behaviour? (pg 228-231)
2. What is ‘selective perception’ and what influence does it have on consumer decision making? (pg 231-234)
3. Describe Maslow’s hierarchy of needs and illustrate its application in practice. (pg 234-235)
4. Critique Baker’s composite model of buyer behaviour. (pg 238-241)
5. Why is identifying the early adopter potentially so important? (pg242)
6. What is a customer audit and what factors should be taken into account when conducting one? (pg 244)