Exam 3: Consumer Behaviour and Target Audience Decisions

The fact that some consumers want a toothpaste that fights cavities while others want a toothpaste that freshens their breath and whitens their teeth provides an opportunity for ________ segmentation in the toothpaste market.

Lester's Smoked Meat is very popular in Montreal, but not as popular in the rest of Canada. Given this information, Lester's should use _ segmentation.

Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:

Reference group members play many roles in the purchase decision-making process. Which of the following is NOT one of those roles?

___________refer to specific events or outcomes that consumers experience when a product or service is purchased and/or consumed.

Oftentimes, changes in one's life lead a consumer to purchase products they have not used before. These consumers are considered to be:

segmentation has been increasingly accepted with the advent of the values and lifestyles (VALS) program.

The headline for the Allstate Flood Insurance program ad reads, "There's a chance of flooding in your area. Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ________needs as defined by Maslow's hierarchy.

The Energizer bunny, the golden arches of McDonald's, and the Mr. Peanut character used by Planters' Peanuts are all examples of:

Lower level needs such as hunger and thirst are important to marketers because these needs:

Psychographic segmentation considers values and lifestyle attributes based on an analysis of consumers' AIOs. This stands for:

is the process and activities that people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services so as to satisfy their needs and desires.

Symbols, rhymes, association, and images that assist in the learning and memory processes are known as:

is a construct or notion that represents an individual's overall feelings or evaluation of an object.

Reference groups to which one would like to belong are called __________groups.

The brands identified by the consumer as purchase options to be considered is called a(n):

Campbell Soup wishes to maintain consistent consumer purchase and consumption behaviour without having to advertise too often or too heavily. They should focus their communications on:

For which of the following situations is a consumer's purchase behaviour likely to be characterized by extended problem solving?

Consumer behaviour is defined as:

The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse himself or herself in the joys of gardening for a week and take classes with horticulturists. This is an example of __________segmentation.