Deck 5: Consumer Markets and Consumer Buyer Behavior

Question 1

The information sources that are the most effective at influencing a consumer's purchase decision are .These sources legitimize or evaluate products for the buyer.

A)public
B)attitudinal
C)experimental
D)commercial
E)personal

Answer 1

E

Question 2

If a consumer's experience is rewarding,that consumer will probably use the product more and more.The consumer's response to the product will be .

A)variety- seeking
B)dissonant
C)reinforced
D)motivated
E)cued

Answer 2

C

Question 3

Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina.He understands he will need to drink adequate water when he is bike riding.He wants to buy a hydration system.Having gathered a great deal of information,he has decided to compare three systems: Waterbags for Roadies,Supertanker Hydropacks,and Fast Water.Robert is in the stage of his purchase decision.

A)problem recognition
B)postpurchase evaluation
C)information choice
D)product choice
E)evaluation of alternatives

Answer 3

E

Question 4

Refer to the scenario below to answer the following questions.
Selman & Saks,a maker of men's and women's razors and electric hair trimmers,had little reason to become involved in the global arena.But after acquiring Wellman Enterprises,whose largest division engages in a licensing agreement with a German firm to produce women's hosiery,managers at Selman & Saks wondered just whether a company- wide global focus would be more profitable after all.
Managers at Selman & Saks studied Wellman's licensing agreement in great detail.Though seeing first- hand the benefits Wellman found with the licensing agreement,managers decided that Selman & Saks would target the French market merely via exporting.
With the assistance of a domestic export department,the Selman & Saks razors and hair trimmers entered France.For six months,sales were mediocre.But after that,sales suffered.Opinions varied among numerous managers as to the cause of the failure."Who knows the local market better than people who live there?" was a comment heard throughout Selman & Saks."Maybe we needed an alliance with a French firm,or a licensing agreement,before racing to get there."
It is most likely that each consumer segment attracted to The Attic Trunk would have which of the following in common with the other consumer segments?

A)life- stage
B)membership groups
C)personality
D)AIO dimensions
E)subculture

Question 5

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

A)reference groups
B)social networks
C)membership groups
D)aspirational groups
E)subcultures

Question 6

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

A)stimuli
B)beliefs and attitudes
C)perceptions
D)decisions
E)human needs

Question 7

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

A)Brand personality
B)Selective perception
C)Social class
D)Culture
E)Cognitive dissonance

Question 8

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

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

Question 9

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

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

Question 10

Juana looked at her September issue of O magazine and did not see anything of interest.After her mother was diagnosed with bipolar disorder,she found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem.The issue became quite interesting to Juana due to .

A)shifting self- concept
B)unconscious motivations
C)selective attention
D)status factors
E)subliminal messaging

Question 11

are groups to which an individual wishes to belong,as when a young basketball player hopes to play someday for the Los Angeles Lakers.

A)Leading adopter groups
B)Aspirational groups
C)Membership groups
D)Social class groups
E)Leisure groups

Question 12

Which of the following would a marketer be LEAST likely to do to encourage habitual buying behavior?

A)keep shelves fully stocked
B)focus on visual imagery and symbols in ad campaigns
C)dominate shelf space
D)run frequent reminder advertising
E)stress several key points in ad copy

Question 13

Consumer information provider PersonicX uses a life- stage segmentation system that places U.S.households into one of 21 different life- stage groups.Which of the following PersonicX groups consists of young,energetic,well- funded couples and young families who are busy with their careers,social lives,and active recreation?

A)Beginnings
B)Golden Years
C)Our Turn
D)Transition Blues
E)Taking Hold

Question 14

is a person's pattern of living as expressed in her psychographics,including her activities,interests,and opinions.

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

Question 15

An invitation to go skiing for the weekend forced Donna to look at her current wardrobe.She decided she needed a much warmer coat.Donna was in which stage of the purchase decision?

A)product evaluation
B)information search
C)need recognition
D)situational analysis
E)problem screening

Question 16

Donna wants to buy a new coat.During the stage of her purchase process she will ask her friends to recommend a store and/or a style of coat.She will search the newspaper for coat sales,and she will visit nearby stores to see what is available in her price range.

A)need recognition
B)information search
C)purchase decision
D)alternative evaluation
E)product evaluation

Question 17

What is one way that social class is NOT measured?

A)number of children in the family
B)occupation
C)education
D)wealth
E)income

Question 18

There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients.People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions.This change in is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years.

A)personality
B)lifestyle
C)selective distortion
D)subculture
E)life cycle

Question 19

,the fastest- growing U.S.population subsegment,now number nearly 50 million.

A)Gays and lesbians
B)African Americans
C)Asian Americans
D)Mature consumers
E)Hispanic Americans

Question 20

A marketer of hair care products targeted at African American women created an advertising message that told the 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 .

A)the family life cycle
B)social class
C)lifestyle
D)self- concept
E)sensory marketing

Question 21

A consists of the activities people are expected to perform according to the persons around them.

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

Question 22

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

A)need recognition investigation
B)subliminal motivation
C)perception analysis
D)depth research technique
E)motivation research

Question 23

Carrie tends to purchase various brands of bath soap.She has never been loyal to a specific brand;instead,she does a lot of brand switching.Carrie exhibits .

A)brand familiarity buying behavior
B)habitual buying behavior
C)variety- seeking buying behavior
D)dissonance- reducing buying behavior
E)complex buying behavior

Question 24

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

A)Self- actualization
B)Personality
C)Perception
D)Learning
E)Selective grouping

Question 25

When customers have a low involvement in a purchase but perceive significant brand differences,they will most likely engage in .

A)brand conviction buying behavior
B)complex buying behavior
C)habitual buying behavior
D)variety- seeking buying behavior
E)dissonance- reducing buying behavior

Question 26

is never simple,yet understanding it is the essential task of marketing management.

A)Consumption pioneering
B)Buying behavior
C)Early adoption
D)Brand personality
E)Understanding the difference between primary and secondary data

Question 27

According to one analyst,a Harley- Davidson motorcycle can make you feel like "the toughest,baddest guy on the block." Harley- Davidson promotes its motorcycles with images of independence,freedom,and power.Harley- Davidson has created a(n)_ .

A)brand personality
B)brand motivation
C)life- cycle stage
D)brand self- image
E)attitude

Question 28

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

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

Question 29

Relative advantage,compatibility,complexity,divisibility,and communicability are all examples of _.

A)individual differences in innovation
B)postpurchase behaviors
C)product characteristics that influence rate of adoption
D)dissonance- reducing buying behaviors
E)alternative evaluations

Question 30

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

A)buy products to support their self- images
B)are attracted to products that expand their existing attitudes
C)are affected by subconscious motivations
D)conduct the information search
E)do not identify with brand personalities

Question 31

refers to the unique psychological characteristics that distinguish a person or group.It is usually described in traits such as self- confidence,dominance,sociability,autonomy,defensiveness,adaptability,and aggressiveness.

A)Self- awareness
B)Alternative evaluation
C)Belief
D)Personality
E)Culture

Question 32

Learning occurs through the interplay of all of the following EXCEPT .

A)reinforcement
B)stimuli
C)dissonance behavior
D)cues
E)drives

Question 33

Many companies,such as JetBlue and Sony,enlist everyday consumers who are enthusiastic about their brands to become ,brand ambassadors who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards.

A)brand evangelists
B)direct sellers
C)direct marketers
D)innovators
E)leading adopters

Question 34

Applying ,marketers can affect demand for a product by associating it with strong drives,using motivating cues,and providing positive reinforcement.

A)learning theory
B)cognitive dissonance
C)social classes
D)subliminal advertising
E)need recognition

Question 35

The buyer decision process consists of five stages.Which of the following is NOT one of these stages?

A)information search
B)purchase decision
C)postpurchase behavior
D)need recognition
E)variety- seeking buying behavior

Question 36

People forget much that they learn.They tend to retain information that supports their attitudes and beliefs.This is called .

A)selective attitude
B)perceptual vigilance
C)selective distortion
D)selective attention
E)selective retention

Question 37

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

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

Question 38

Blake is in the process of buying a new car.He is highly involved in the purchase and perceives significant differences among his three favorite models.Blake's next step is most likely to be .

A)opinion leadership
B)alternative evaluation
C)cognitive dissonance
D)purchase decision
E)postpurchase behavior

Question 39

The marketer wants to understand how the stimuli are changed into responses inside the consumer's ,which has two parts.First,the buyer's characteristics influence how he or she perceives and reacts to the stimuli.Second,the buyer's decision process itself affects the buyer's behavior.

A)lifestyle
B)black box
C)social class
D)belief
E)culture

Question 40

When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands,they most likely will undertake .

A)reflective buying behavior
B)dissonance- reducing buying behavior
C)complex buying behavior
D)variety- seeking buying behavior
E)habitual buying behavior

Question 41

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

A)Lifestyle
B)Attitude shift
C)Cognitive dissonance
D)Perception
E)Learning

Question 42

A customer's lifestyle can be measured by using the AIO dimensions.What does AIO stand for?

A)Activities,Interests,Opinions
B)Achievement,Involvement,Organizations
C)Adoptions,Interests,Occupations
D)Acknowledgements,Interests,Observations
E)Accommodation,Investment,Orientation

Question 43

Family is one of the factors that influence consumer behavior.

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

Question 44

Which of the following is NOT considered an important American subculture by marketers?

A)Hispanic Americans
B)opinion leaders
C)mature consumers
D)African Americans
E)Asian Americans

Question 45

When a customer feels uneasy about losing out on the benefits of a brand she chose not to purchase,she is experiencing .

A)cognitive dissonance
B)dissonance- reducing behavior
C)selective retention
D)selective attention
E)selective distortion

Question 46

Of the following,the best starting point for understanding how consumers respond to various marketing efforts is the model of a buyer's behavior.

A)subcultural
B)generational
C)societal
D)stimulus- response
E)belief

Question 47

Mark has long supported the actions and decisions of his city's mayor.However,many recent news stories have raised questions about the ethics of the mayor's programs and initiatives.Mark doubts that the mayor,in whom he has such faith,could behave unethically,and Mark tends to distrust the information in the media.Mark continues to support the mayor.It is most accurate to say that Mark has engaged in _ .

A)selective retention
B)selective distortion
C)selective attention
D)perceptual defense
E)selective attitude

Question 48

Shane Sudendorf is an active member of her sorority,two intramural teams,and a service organization at her college.She also actively participates on two online social networks,posting information about her day along with her thoughts on music,food,fashion,and culture.From this description,which of the following is the best way to describe Shane?

A)a status symbol
B)an opinion leader
C)a laggard
D)a brand ambassador
E)a Potential Rebounder

Question 49

The consumer market is made up of which of the following?

A)individuals who acquire goods or services for personal consumption
B)households that purchase goods or services for personal consumption
C)businesses that purchase goods and services
D)A and B
E)all of the above

Question 50

A marketing research company asked members of a focus group to describe several brands as animals.This is an example of .

A)buzz marketing
B)interpretive consumer research
C)hierarchical needs analysis
D)information search
E)status influence

Question 51

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

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

Question 52

The consumer can obtain information from any of several sources.Which of the following is NOT one of these types of sources?

A)attitude
B)public
C)experiential
D)commercial
E)personal

Question 53

Marketers describe the way a consumer processes information to arrive at brand choices as .

A)situational factors
B)purchase decision
C)information search
D)postpurchase dissonance
E)alternative evaluation

Question 54

This group of consumers tends to buy more branded products and to make shopping a family event,with children having a big say in the purchase decision.In general,they are very brand loyal,and they favor companies who show special interest in them.

A)Hispanic Americans
B)the upper middles
C)Asian Americans
D)African Americans
E)mature consumers

Question 55

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

A)psychographics
B)personal characteristics
C)perceptions
D)attitudes
E)reference groups

Question 56

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

A)selective distortion
B)selective retention
C)selective perception
D)selective attention
E)selective attitude

Question 57

Which of the following is the final stage in the new product adoption process?

A)awareness
B)trial
C)adoption
D)acceptance
E)evaluation

Question 58

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

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

Question 59

,the most affluent American demographic segment,now have more than $500 billion in annual spending power.

A)African Americans
B)Asian Americans
C)Gen Xers
D)Gays and lesbians
E)Hispanic Americans

Question 60

Opinion leaders are also referred to as .

A)the buzz marketers
B)the influentials
C)the middle class
D)the upper uppers
E)the Rebounders

Question 61

Almost all major purchases result in _ ,or discomfort caused by postpurchase conflict.

A)legitimization
B)need recognition
C)dissatisfaction
D)cognitive dissonance
E)purchase decisions

Question 62

After the purchase of a product,consumers will be either satisfied or dissatisfied and engage in .

A)information searches
B)product expectations
C)alternative evaluation
D)postpurchase behavior
E)variety- reducing behavior

Question 63

People change the goods and services they buy over time because of the two changing factors of .

A)age and life- cycle stage
B)family and tradition
C)self- concept and learning
D)belief and attitude
E)perception and personality

Question 64

Generally,the consumer's purchase decision will be to buy the most preferred brand,but two factors can come between the purchase intention and the purchase decision.Which of the following is one of these factors?

A)attitude of others
B)cognitive dissonance
C)new product adoption
D)alternative evaluation
E)postpurchase behavior

Question 65

What is the LEAST pressing in Maslow's Hierarchy of Needs?

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

Question 66

When consumers are highly involved with the purchase of an expensive,infrequent,or risky purchase but see little difference among brands,they most likely will undertake _ .

A)dissonance- reducing buying behavior
B)variety- seeking buying behavior
C)habitual buying behavior
D)reflective buying behavior
E)complex buying behavior

Question 67

Refer to the scenario below to answer the following questions.
Selman & Saks,a maker of men's and women's razors and electric hair trimmers,had little reason to become involved in the global arena.But after acquiring Wellman Enterprises,whose largest division engages in a licensing agreement with a German firm to produce women's hosiery,managers at Selman & Saks wondered just whether a company- wide global focus would be more profitable after all.
Managers at Selman & Saks studied Wellman's licensing agreement in great detail.Though seeing first- hand the benefits Wellman found with the licensing agreement,managers decided that Selman & Saks would target the French market merely via exporting.
With the assistance of a domestic export department,the Selman & Saks razors and hair trimmers entered France.For six months,sales were mediocre.But after that,sales suffered.Opinions varied among numerous managers as to the cause of the failure."Who knows the local market better than people who live there?" was a comment heard throughout Selman & Saks."Maybe we needed an alliance with a French firm,or a licensing agreement,before racing to get there."
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)Children have considerable amounts of disposable income and have a strong influence on family buying decisions.
B)Men today account for about 40 percent of all food purchases.
C)Women today account for 50 percent of all technology purchases.
D)Women influence nine out of ten new home and vacation purchases.
E)Though more women hold jobs outside the home today than when The Attic Trunk first opened,husband- wife involvement n the buying process has remained relatively unchanged.

Question 68

Lexus works to keep customers happy after each sale,aiming to delight the customer in order to gain a customer for life.In this pursuit,Lexus is focused on which step of the buyer decision process?

A)purchase decision
B)information search
C)postpurchase behavior
D)evaluation of alternatives
E)need recognition

Question 69

Rashmi Singh always knows about the trendiest fashions.She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting- edge fashion at great deals,and her advice is often followed.Rashmi is an example of a(n).

A)experiential source
B)opinion leader
C)upper middle
D)brand personality
E)membership group

Question 70

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)technological
B)channel
C)economic
D)political
E)cultural

Question 71

Which of the following is NOT true of mature consumers?

A)They are a good market for cosmetics and personal care products.
B)The best strategy is to appeal to their active,multidimensional lives.
C)They place more importance on brand names and are more brand loyal than members of other age groups.
D)They are an ideal market for "do- it- for- me" services.
E)High- tech home entertainment products appeal to them.

Question 72

According to Freud's theories,people are many of the psychological forces shaping their behavior.

A)unaware of
B)self- analytical about
C)aware of
D)self- conscious of
E)status- driven about

Question 73

All of the following make up a person's lifestyle EXCEPT .

A)AIO dimensions
B)dissonance- reducing buying behavior
C)interests
D)work
E)opinions

Question 74

Stephanie and Jamal attended a sales seminar.Both left the seminar with differing opinions about what was important to implement in their jobs.Both used the information in different ways,according to what each already believed was important.They have engaged in .

A)perceptual defense
B)selective distortion
C)selective attention
D)selective attitude
E)selective retention

Question 75

Cameron loves to know about and purchase the most up- to- date technological gadgets.Among his friends,he is almost always the first to own the newest electronic product.Often the products that Cameron buys become adopted by large groups of consumers,but occasionally Cameron will purchase a product that is adopted by only a small portion of the population.To which of the following adopter groups does Cameron belong?

A)middle upper
B)late majority
C)innovator
D)laggards
E)early majority

Question 76

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

A)Stealth marketers
B)Opinion leaders
C)Laggards
D)Habitual buyers
E)Social networkers

Question 77

For the past 10 years Bill and Margaret Kennedy have saved money to go to the Super Bowl should their team,the Chicago Bears,ever win the NFC championship.This is the year,and several tour companies offer attractive,but very similar,packages to the game.They want to be certain to choose the best one.Bill and Margaret are most likely to exhibit .

A)habitual buying behavior
B)variety- seeking buying behavior
C)dissonance- reducing buying behavior
D)complex buying behavior
E)brand familiarity buying behavior

Question 78

The relationship between the consumer's expectations and the product's determines whether the buyer is satisfied or dissatisfied with a purchase.

A)brand personality
B)service quality
C)recognition
D)consumer market
E)perceived performance

Question 79

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

A)Cultures
B)Subcultures
C)Reference groups
D)Lifestyles
E)Social classes

Question 80

Refer to the scenario below to answer the following questions.
Selman & Saks,a maker of men's and women's razors and electric hair trimmers,had little reason to become involved in the global arena.But after acquiring Wellman Enterprises,whose largest division engages in a licensing agreement with a German firm to produce women's hosiery,managers at Selman & Saks wondered just whether a company- wide global focus would be more profitable after all.
Managers at Selman & Saks studied Wellman's licensing agreement in great detail.Though seeing first- hand the benefits Wellman found with the licensing agreement,managers decided that Selman & Saks would target the French market merely via exporting.
With the assistance of a domestic export department,the Selman & Saks razors and hair trimmers entered France.For six months,sales were mediocre.But after that,sales suffered.Opinions varied among numerous managers as to the cause of the failure."Who knows the local market better than people who live there?" was a comment heard throughout Selman & Saks."Maybe we needed an alliance with a French firm,or a licensing agreement,before racing to get there."
Which of the following is the strongest reason that the owners of The Attic Trunk might NOT want to completely discount the mature consumers as a still- viable target market?

A)Mature consumers are spending an increasing percentage of their income on specialty items such as those originally sold by The Attic Trunk.
B)Mature consumers are less willing to shop around and change brands than younger consumers are,so they will likely remain loyal to The Attic Trunk.
C)Mature consumers account for almost half of all consumer spending in the United States.
D)Mature consumers are interested in shopping where younger families shop in an effort to look as young as they feel.
E)Mature consumers wield considerable influence over purchases made by their children and grandchildren.