Deck 5: Consumer Markets and Buyer Behavior

Question 1

________ consumers are the most affluent U.S. demographic segment and are expected to have an annual buying power approaching $1 trillion by 2017.

A) Hispanic American
B) African American
C) Asian American
D) Baby boomers
E) Generation X

Answer 1

C

Question 2

________ consumers are the most brand conscious of all the ethnic groups, are extremely brand loyal, and shop frequently.

A) African American
B) Native American
C) Hispanic American
D) Italian American
E) Asian American

Answer 2

E

Question 3

Although more price-conscious than other population segments, ________ consumers tend to be strongly motivated by quality and selection, and give importance to brands.

A) lower upper
B) African American
C) Asian American
D) Filipino
E) working class

Answer 3

B

Question 4

Hispanic Americans tend to be deeply family oriented and make shopping a family affair. Older consumers are brand loyal, while younger Hispanics have shown increasing price sensitivity and willingness to choose store brands. Hispanic Americans make up a ________.

A) subculture
B) social class
C) social network
D) life-cycle stage
E) lifestyle

Question 5

Subcultures include nationalities, religions, geographic regions, and ________.

A) genders
B) ages
C) professions
D) racial groups
E) income levels

Question 6

________ consumers are one of the fastest-growing U.S. population subsegments and are expected to surge to nearly one third of the total U.S. population by 2030.

A) African American
B) Hispanic American
C) Asian American
D) Baby boomer
E) Millennial

Question 7

Buyer responses are influenced by marketing stimuli. The responses to the stimuli include all of the following EXCEPT ________.

A) brand engagement
B) buying attitudes
C) purchasing behavior
D) buying preferences
E) the "why" regarding the responses

Question 8

Individuals and households that buy or acquire goods and services for personal consumption make up the ________.

A) consumer market
B) market offering
C) market mix
D) subculture
E) social class

Question 9

Marketing stimuli consist of the four Ps. Which of the following is NOT one of these?

A) product
B) packaging
C) price
D) promotion
E) place

Question 10

Marketing stimuli include which of the following?

A) economic stimuli
B) price stimuli
C) technological stimuli
D) social stimuli
E) cultural stimuli

Question 11

________ is the most basic determinant of a person's wants and behavior.

A) Culture
B) Brand personality
C) Cognitive dissonance
D) Motive
E) Attitude

Question 12

Companies can research many aspects of buying decisions. However, the one that is the most difficult to identify is ________.

A) what consumers buy
B) how and how much they buy
C) why they buy
D) when they buy
E) where they buy

Question 13

Which consumer group tends to show more brand loyalty and makes shopping a family event, with children having a big say in the purchase decision?

A) Hispanic Americans
B) African Americans
C) Arab Americans
D) working class consumers
E) middle class consumers

Question 14

What role do the four Ps play in consumer behavior?

Question 15

Consumers can easily explain what influences their purchases.

Question 16

The starting point of understanding how consumers respond to various marketing efforts is called the stimulus-response model of buyer behavior.

Question 17

In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment?

A) economic
B) technological
C) social
D) political
E) cultural

Question 18

Which of the following is one of the other stimuli present in a buyer's environment apart from marketing stimuli?

A) product stimuli
B) cultural stimuli
C) price stimuli
D) place stimuli
E) promotion stimuli

Question 19

Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.

A) cultural universals
B) reference groups
C) subcultures
D) monocultures
E) social networks

Question 20

According to the model of buyer behavior, which of the following is one of the two primary parts of a "buyer's black box"?

A) technological stimuli
B) buyer's decision process
C) buyer's spending habits
D) social stimuli
E) promotion stimuli

Question 21

Family is one of the ________ factors that influence consumer behavior.

A) regional
B) social
C) personal
D) psychological
E) business

Question 22

________ are ambassadors who enthusiastically share their passion for a company's products with large circles of friends and acquaintances.

A) Leading adopters
B) Brand evangelists
C) Surrogate consumers
D) Market mavens
E) Innovators

Question 23

Word-of-mouth influence comes to consumers from family, colleagues, and ________.

A) investors
B) athletes
C) neighbors
D) entertainment celebrities
E) friends

Question 24

Consumer purchases are influenced strongly by characteristics that marketers cannot control but must take into account, including cultural, social, psychological, and ________ characteristics.

A) economic
B) professional
C) medical
D) personal
E) genetic

Question 25

Companies that use brand ambassadors are most likely involved in ________ marketing.

A) ambush
B) spam
C) buzz
D) viral
E) database

Question 26

________ traditionally has been considered the main purchasing agent for the family in the areas of food, household products, and clothing, although this is changing as more work outside the home.

A) A teenager
B) The husband
C) The wife
D) The couple together
E) The parent

Question 27

What is the most important consumer buying organization in society?

A) family
B) social class
C) membership group
D) subculture
E) reference group

Question 28

Opinion leaders are also referred to as ________.

A) leading adopters
B) lower uppers
C) innovators
D) lagging adopters
E) surrogate consumers

Question 29

A shoe manufacturing company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a ________ to the band's fans.

A) membership group
B) reference group
C) status symbol
D) subculture
E) lifestyle

Question 30

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.

A) Opinion leaders
B) Innovators
C) Surrogate consumers
D) Stealth marketers
E) Lagging adopters

Question 31

Facebook, Snapchat and LinkedIn are all examples of ________.

A) brand alliances
B) opinion leaders
C) social networks
D) early adopters
E) market mavens

Question 32

Which of the following statements is true of social classes?

A) Social classes are society's temporary divisions.
B) Members of a social class have unique and distinct values, interests, and behaviors.
C) People within a social class tend to exhibit similar buying behavior.
D) Income is the single factor that determines social class.
E) Social classes universally exhibit identical product and brand preferences.

Question 33

Which of the following statements is true regarding social classes in the United States?

A) Social class is determined by income alone.
B) Lines between social classes in the United States are fixed and rigid.
C) Social classes show distinct product preferences in clothing and automobiles.
D) Wealth is more critical than education level in measuring social class.
E) People are relegated to a permanent social class in the United States.

Question 34

Independent bloggers are self-made influencers. Traits that make them relevant to marketers include ________.

A) creative writing skills
B) professional Web site
C) good fit with the brand
D) a few vocal followers
E) technological skills

Question 35

Many companies use ethnically specific themes in their mainstream marketing strategy because marketers have realized that insights gleaned from ethnic consumers can influence their broader markets. This type of marketing is known as ________.

A) total market strategy
B) buzz marketing
C) social networking
D) word-of-mouth marketing
E) life-style marketing

Question 36

________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.

A) Social classes
B) Societal norms
C) Reference groups
D) Universal cultures
E) Social networks

Question 37

Which of the following is characteristic of online social networks?

A) use of one-way communication techniques
B) negligible adoption rates
C) guaranteed positive results
D) easy methods to measure results
E) interactive media content

Question 38

Which of the following statements is true of cultural factors that influence consumer behavior?

A) Cultural influences on buying behavior are identical across countries.
B) Social classes show distinct product and brand preferences in areas such as clothing and travel.
C) Subcultures include nationalities and racial groups, but exclude religions.
D) Subcultures are groups within which each individual has a unique and distinct value system.
E) Hispanic Americans and African Americans are examples of racially segregated groups and not subcultures.

Question 39

________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday in the NBA or WNBA.

A) Membership groups
B) Aspirational groups
C) Leading adopters
D) Subcultures
E) Reference groups

Question 40

Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for the latest fashion at great deals. Most of her friends and colleagues follow her fashion tips. Rachel portrays the image of a(n) ________.

A) surrogate consumer
B) lagging adopter
C) opinion leader
D) brand personality
E) social networker

Question 41

________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

A) Perception analysis
B) Subliminal analysis
C) Motivation research
D) Need recognition
E) Market segmentation

Question 42

According to Freud, a person's buying decisions are primarily affected by ________.

A) family influences
B) societal expectations
C) brand images
D) cultural norms
E) subconscious motives

Question 43

A marketer of women's hair care products targeting Chinese customers created an advertising message that told women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of customers' ________.

A) social class
B) life-cycle stage
C) self-concept
D) status
E) role

Question 44

________ is a person's pattern of living as expressed in his/her psychographics, and it includes the individual's activities, interests, and opinions.

A) Personality
B) Culture
C) Lifestyle
D) Motive
E) Social class

Question 45

A person's buying choices are influenced by four major psychological factors. Which of the following is NOT one of these factors?

A) motivation
B) perception
C) association
D) learning
E) beliefs

Question 46

________ refers to the unique psychological characteristics that distinguish an individual or group.

A) Attitude
B) Belief
C) Perception
D) Personality
E) Self-awareness

Question 47

A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.

A) personal characteristics
B) stereotypes
C) perceptions
D) attitudes
E) psychographics

Question 48

Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities-that is, "we are what we consume." According to this premise, consumers ________.

A) buy products to support their self-image
B) rarely identify with brand personalities
C) are affected by opinion leaders
D) compare product brands
E) conduct primary research

Question 49

A current trend in the United States involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in ________ is one of the reasons for the increasing demand for organic ingredients.

A) self-concept
B) subculture
C) lifestyle
D) personality
E) life-cycle

Question 50

Life-stage changes usually result from ________.

A) birthdays
B) mentors
C) friends
D) life-changing events
E) siblings

Question 51

Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a ________.

A) motive
B) life-cycle stage
C) self-concept
D) brand personality
E) self-actualization need

Question 52

Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal for hiking and other outdoor activities. Which of the following brand personalities could be best associated with the new brand?

A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness

Question 53

In the context of the AIO dimensions for measuring consumers' lifestyles, "A" stands for ________.

A) activities
B) achievements
C) admirations
D) attitudes
E) associations

Question 54

Life-stage segmentation allows marketers to create targeted, actionable, and ________ campaigns based on how people consume and interact with brands.

A) inexpensive
B) professional
C) multimedia
D) social media
E) personalized

Question 55

A ________ consists of the activities an individual is expected to perform, according to the people around him/her.

A) motive
B) role
C) lifestyle
D) life cycle
E) perception

Question 56

Since a person's economic situation will affect her store and product choices, marketers watch trends in spending, personal income, interest rates, and ________.

A) employment
B) savings
C) home purchases
D) rents
E) fuel prices

Question 57

Many marketers now use ________ research to dig deeply into consumer psyches and develop better marketing strategies.

A) analytical
B) interpretive
C) causal
D) descriptive
E) experiential

Question 58

Consumer information provider Nielsen uses a life-stage segmentation system that places U.S. households into one of 66 different life-stage groups. According to Nielsen's groups, which of the following refers to the group consisting of hip, single twenty-somethings who are politically liberal, listen to alternative music, and enjoy lively nightlife?

A) Striving Singles
B) Young Achievers
C) Bohemian Mix
D) Young Influentials
E) Young Digerati

Question 59

A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.

A) stimulus
B) perception
C) culture
D) motive
E) tradition

Question 60

Which of the following terms refers to a specific mix of human traits that may be attributed to a particular brand?

A) brand perception
B) brand identity
C) brand personality
D) brand concept
E) brand equity

Question 61

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________.

A) alternative evaluation
B) subliminal advertising
C) selective retention
D) cognitive dissonance
E) selective communication

Question 62

People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information is called ________.

A) subliminal retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive inertia

Question 63

________ describes changes in an individual's behavior arising from experience.

A) Lifestyle
B) Learning
C) Perception
D) Cognitive dissonance
E) Selective attention

Question 64

Maslow's theory is that ________ can be arranged in a hierarchy.

A) marketing stimuli
B) personal beliefs
C) perceptions
D) human needs
E) decisions

Question 65

Refer to the scenario below to answer the following question(s).
The Attic Trunk opened in 1999 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele consisting mostly of older, first-generation Hispanics. Many other specialty shops lined the main avenue over the next few years. But as Forest Ridge began to attract a more price-conscious, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby by the new segment of customers.
By the mid-2000s, many of these specialty shops suffered financially. Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by the mid-2000s. In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele had been replaced with price-conscious families with children, a mix of Asian and African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, fashion accessories, and jewelry. Other owners followed suit in the late 2000s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
Which of the following best supports the idea that The Attic Trunk's mature, wealthy clientele can remain a viable target market?

A) Older, first generation Hispanic consumers are not especially family-oriented.
B) Older, first-generation Hispanic consumers favor sellers who show special interest in them.
C) Older, first generation Hispanic consumers tend to be very price conscious.
D) Older, first generation Hispanic consumers tend to display little brand loyalty.
E) Older, first generation Hispanic consumers are motivated by mainstream marketing.

Question 66

A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

A) lifestyle
B) motive
C) belief
D) attitude
E) perception

Question 67

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

A) Motivation
B) Perception
C) Dissonance
D) Learning
E) Self-actualization

Question 68

Subcultures consist only of religious groups.

Question 69

Refer to the scenario below to answer the following question(s).
The Attic Trunk opened in 1999 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele consisting mostly of older, first-generation Hispanics. Many other specialty shops lined the main avenue over the next few years. But as Forest Ridge began to attract a more price-conscious, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby by the new segment of customers.
By the mid-2000s, many of these specialty shops suffered financially. Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by the mid-2000s. In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele had been replaced with price-conscious families with children, a mix of Asian and African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, fashion accessories, and jewelry. Other owners followed suit in the late 2000s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
Many families with children are now attracted to the shopping district in Forest Ridge. What characteristics about families as consumer groups might the owners of The Attic Trunk want to keep in mind?

A) Though more women hold jobs outside the home today than when The Attic Trunk first opened, husband-wife involvement in the buying process has remained relatively unchanged.
B) Children have considerable amounts of disposable income and have a strong influence on family buying decisions.
C) Women seldom account for any technology-related purchases.
D) Women typically account for most habitual purchases.
E) Men make all the major purchasing decisions in most families.

Question 70

A marketing research company asked members of a focus group to describe several brands as animals. The purpose of the request is to measure the prestige of the various brands. This is an example of ________.

A) brand strength analysis
B) interpretive consumer research
C) quantitative research
D) buzz marketing
E) brand extension

Question 71

Refer to the scenario below to answer the following question(s).
The Attic Trunk opened in 1999 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele consisting mostly of older, first-generation Hispanics. Many other specialty shops lined the main avenue over the next few years. But as Forest Ridge began to attract a more price-conscious, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby by the new segment of customers.
By the mid-2000s, many of these specialty shops suffered financially. Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by the mid-2000s. In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele had been replaced with price-conscious families with children, a mix of Asian and African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, fashion accessories, and jewelry. Other owners followed suit in the late 2000s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
Which of the following would each consumer segment attracted to The Attic Trunk have in common with the other consumer segments?

A) habitual buying behaviors
B) self-concepts
C) AIO dimensions
D) life-cycle stages
E) aspirational groups

Question 72

Juana looked at the September issue of her favorite fashion magazine and did not find anything particularly interesting despite the fact that the magazine had several advertisements that were targeted at Juana's demographic. The only thing that interested her was an article about an upcoming fashion show. Which consumer behavior is being illustrated in this instance?

A) subliminal advertising
B) groupthink
C) selective attention
D) social loafing
E) consumer ethnocentrism

Question 73

According to Maslow's hierarchy of needs, which of the following is the LEAST pressing need?

A) physiological needs
B) social needs
C) esteem needs
D) self-actualization needs
E) safety needs

Question 74

Stephanie and John wanted to purchase a high-end sports car. They viewed a commercial for a particular sports car that highlighted the cost, design, and power of the car. After viewing the ad, Stephanie felt that the car's price was acceptable, considering the superior and unique design. John thought that the car was expensive owing to the high power engine installed in it. They used the information in different ways, focusing on issues that each considered important. Which of the following concepts does this scenario demonstrate?

A) selective distortion
B) consumer ethnocentrism
C) selective retention
D) selective attention
E) cognitive dissonance

Question 75

A(n) ________ is a descriptive thought that a person has about something.

A) lifestyle
B) motive
C) belief
D) attitude
E) cognition

Question 76

________ means that consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands.

A) Selective attention
B) Selective retention
C) Cognitive dissonance
D) Selective distortion
E) Cognitive bias

Question 77

________ are minor stimuli that determine where, when, and how a person responds to an idea.

A) Cues
B) Drives
C) Reinforcers
D) Cognitions
E) Impulses

Question 78

Mark has long supported a particular brand of footwear and has always bought that brand. Recently, the footwear manufacturer was embroiled in a controversy for using child labor at its manufacturing plants. Mark doubts the news reports and continues to purchase the same brand of footwear. It is most accurate to say that Mark displays ________.

A) selective distortion
B) cognitive dissonance
C) selective retention
D) selective attention
E) consumer ethnocentrism

Question 79

People tend to interpret new information in a way that will support what they already believe. This is called ________.

A) selective retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive bias

Question 80

Which of the following is NOT part of Maslow's hierarchy of needs?

A) physiological needs
B) safety needs
C) spiritual needs
D) esteem needs
E) social needs