Exam 1: An Introduction to Consumer Behaviour

Online shopping does not create opportunities for small,specialized businesses.

Susan and George are working for the City of North Vancouver and are interested in investigating how people interact at their local dog park.They know that people often report antisocial behaviour (failure to collect dog feces,uncontrolled dogs,etc.)as a problem,but a recent survey has shown very few self-reports of anti-social behaviour.What research technique might be useful here and why?

Social class is not considered a demographic variable because it is not a directly observable aspect of the population.

You have just told a girl you recently met about your enrollment in a consumer behaviour class,to which she replies,"I don't agree with marketers.They manipulate us through advertising by telling us we need something that we don't." What counterarguments (if any)could you give her and are there any examples you could use to be more convincing?

Consumer behaviour theorists have found that consumers only buy products and services for what the products /services do.

Gail is studying the interests and values of a group of ten consumers for some consumer researcher.What category of information is Gail studying and what other aspects of the consumers may also be included in her study?

What is relationship marketing? How might relationship marketing be used by marketers to become "closer" to consumers?

Techniques such as storytelling are examples of quantitative research.

The study of the processes involved when individuals or groups select,purchase,use,or dispose of products,services,ideas,or experiences to satisfy needs and desires is called:

The key issue about market segmentation is that consumers within a segment have to be psychographically the same.

Compare and contrast primary and secondary research.

Unlike those with physical addictions,consumption addicts really do have control over their behaviour; the comparison is strictly metaphorical.

Ethnographic research is an example of a type of:

The purpose of advertisements for Coca-Cola is to:

Frog Box is a Canadian company that offers consumers re-usable moving boxes and donates a percentage of its revenue to frog habitat restoration.Discuss the two main marketing processes that are being used by this company.

In what way can illegal activities be viewed as harmful or destructive consumer behaviours?

Billy is an avid collector of shoes.He constantly voices his opinion on blogs and product review websites of what features new shoes should have.His behaviour is consistent with the concept of:

Compare and contrast focus group research with interview research.

In the "good old days" companies decided what they wanted their customers to know and do.This time is known as:

Doritos have capitalized on _________ in their memorable Superbowl ads.