CH03: BUYER PSYCHOLOGY_Consumer Needs

What is the primary focus of functional buyer needs?

• The emotional appeal of a product

• The core utility or purpose of a product

• How the product fits the buyer's image

• The price of the product.

Sarah is planning to buy a smartphone. She already owns a functioning phone, but her current one just broke and cannot be repaired. What type of consumer need is most likely driving her purchase decision?

• Psychological need

• Situational need

• Functional need

• Knowledge need

When buying a complex software program for a business, which type of buyer need becomes particularly important?

• Functional needs

• Situational needs

• Social needs

• Knowledge needs

What best represents psychological buyer needs?

• Purchasing a gift for a loved one's birthday

• Buying a reliable car for daily commuting

• Selecting a refrigerator with energy-efficient features

• Choosing a winter coat for extreme weather conditions.

Saiful decides to purchase a particular brand of athletic shoes because his favorite celebrity athlete endorses the product. What type of consumer need is Saiful primarily trying to fulfill in this situation?

• Functional need

• Psychological need

• Social need

• Knowledge need