Deck 3: Consumer Behaviour and Target Audience Decisions

Question 1

Yonique was a beverage made from yogurt. It was similar in consistency to a milkshake, but made with yogurt instead of milk. Even though its marketers tried to use marketer-induced need recognition, the product failed in large measure because:

A) consumers do not engage in novelty-seeking behaviour
B) consumers did not see a need for the product
C) need recognition does not occur with new products
D) marketers cannot induce need recognition

Answer 1

B

Question 2

According to Abraham Maslow's hierarchy of needs theory, the highest level of needs are ________ needs.

A) self-actualization
B) social
C) esteem
D) physiological

Answer 2

A

Question 3

is the first stage in the consumer decision making process.

A) Alternative evaluation
B) External search
C) Internal search
D) Need recognition

Answer 3

D

Question 4

If you look around campus you will see many students wearing similar outfits, using similar electronic devices, even eating and drinking the same things. Maslow's theory would attribute these trends to needs.

A) self-actualization
B) social
C) physiological
D) safety

Question 5

On a trip to Halifax, Myra experienced car trouble. She knew she needed to find a good mechanic, so she asked the advice of the people running the motel where she was staying. She also called the local Better Business Bureau for help and looked in the local yellow pages. Finally, she called a friend who used to live in Halifax for his recommendation. Myra was obviously engaged in which stage of the consumer decision making process?

A) Need recognition
B) Alternative evaluation
C) Information search
D) Purchase decision

Question 6

Oral B markets an indicator toothbrush that reminds consumers when they need to replace their old worn brushes. This strategy is focused to reach consumers at which stage of the consumer decision making process?

A) Need recognition
B) Alternative evaluation
C) Purchase
D) Internal search

Question 7

is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives.

A) Internal search
B) Alternative evaluation
C) Post-purchase evaluation
D) External search

Question 8

The level of need which a particular product satisfies may vary by consumer. A good example of this is:

A) Mark wears the same name-brand boots as other members of the chess club.
B) Juan and Maria both bring their lunch to school, but Maria's lunch contains a Mott's fruit cup for a snack whereas Juan prefers Pringles chips.
C) Tammy buys a new Columbia jacket because it's the latest trend, whereas Jessica buys it for its superior protection when winter camping.
D) Celine has finally retired and can now devote time to the local theatre group.

Question 9

An external information search might include each of the following EXCEPT:

A) past outcomes from using the brand
B) advertising and/or salespeople
C) the opinions of friends and relatives
D) print media

Question 10

are factors that compel or drive a consumer to take a particular action.

A) Impulses
B) Motives
C) Temptations
D) Wants

Question 11

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

A) offer marketers a basis for differentiating their products
B) are the hardest to satisfy
C) are the source for most market development strategies
D) are an ongoing source of motivation for most consumer purchase behaviour

Question 12

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.

A) physiological
B) social
C) safety
D) esteem

Question 13

The consumer decision- making process is not always linear like the arrows suggest. Each of the following statements adds to this argument that EXCEPT:

A) Consumers may backtrack to a previous stage as information is acquired.
B) The process is more continuous, as postpurchase evaluation may lead to prepurchase anticipation at some point in the future.
C) The process is actually a meandering journey, with consumers going from store-to-store to get the best deals.
D) Mobile technology allows consumers to experience all stages anywhere at any time.

Question 14

Need recognition is caused by a difference between the consumer's _.

A) attitudes and responses
B) view of the world and their place in it
C) ideal state and actual state
D) past and current consumption patterns

Question 15

After determining the need for a product, the next stage in the consumer decision- making process is:

A) information search
B) alternative evaluation
C) motivation to purchase
D) attitude formation

Question 16

A is a felt need that is shaped by a person's knowledge, culture, and personality.

A) desire
B) habit
C) purchase
D) want

Question 17

Consumer behaviour is defined as:

A) the act of physically purchasing a product
B) conspicuous consumption
C) the act of making a final decision as to which product to purchase
D) the process people engage in when searching, selecting, and using products and services that they need

Question 18

New needs might arise from each of the following EXCEPT:

A) Change in lifestyle or stage of life
B) Dissatisfaction with a currently used product
C) Improved financial position
D) Increased hours spent on social media

Question 19

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.

A) Exchange
B) Learning
C) Consumer behaviour
D) Conspicuous consumption

Question 20

Steven rides his bicycle everywhere. It is his sole method of transportation, so he does everything necessary to keep it in top running condition. When the chain started to slip a little, he knew that the bike needed to be taken in for servicing at his local bike shop. At this point, Steven was in the stage of the consumer decision-making process.

A) postpurchase evaluation
B) need recognition
C) internal search
D) external search

Question 21

Every afternoon at about 3 o'clock, Neil buys a cold drink. He either buys a Coca-Cola, a Mountain Dew, or a Minute Maid lemonade. He will not buy any other brand or type of soft drink because the three drinks make up his:

A) subliminal choices
B) evoked set
C) decision criteria
D) brand attribution list

Question 22

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

A) Consequences
B) Evaluative criteria
C) Attribute assignments
D) Dissonance motives

Question 23

An example of functional benefit is:

A) the taste of a soft drink
B) the product photo in a magazine ad
C) the number of people you know who own the brand
D) the model number of a plasma TV

Question 24

Marketers of new brands or brands with low market share need to in order to break into their target's evoked set.

A) use advertising more effectively
B) gain awareness among consumers
C) lower their prices
D) advertise more

Question 25

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

A) trigger points
B) persuaders
C) mnemonics
D) cues

Question 26

The brand image that Coca-Cola's recent slogans "Open Happiness" and "Taste the Feeling" amplify the of the product.

A) long-standing heritage
B) refreshing cola taste
C) experiential benefits
D) value proposition

Question 27

Dara Smith looked at articles in Consumer Reports magazine and asked the salesperson at Future Shop many questions before purchasing a stereo receiver. These activities are examples of:

A) external search
B) post-purchase evaluation
C) internal search
D) problem clarification

Question 28

Consumers are considered to be in "active shopping mode" during which stage of the consumer decision making process?

A) Information search
B) Alternative evaluation
C) Purchase decision
D) Need recognition

Question 29

Perception is an important consideration for ad creation. Dior perfume used scent strips in its print ads and a caterer mailed free taste samples to potential clients to influence ________ and to increase the probability that the ad will be noticed.

A) consumer personality
B) perception retrieval
C) subliminal perception
D) the level of sensory input

Question 30

is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.

A) Integration
B) Perception
C) Information search
D) Problem solving

Question 31

The perception process whereby consumers interpret information based on their own attitudes, beliefs, motives, and experiences is known as:

A) selective retention
B) selective comprehension
C) subliminal perception
D) selective exposure

Question 32

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

A) trigger points
B) mnemonics
C) persuaders
D) cues

Question 33

Advertising for Hilton Hotels tells consumers they can make a reservation by calling 1-800-HILTONS. The telephone number is based on:

A) classical conditioning
B) reinforcement theory
C) a subliminal technique
D) a mnemonic

Question 34

Four Seasons Hotels offer their guests a choice of pillow, depending on their personal preferences and sleep habits. Which of the following statements does this policy represent?

A) Many people making the decision on which hotel to book consider pillows to be a key criteria.
B) Special pillows are a benefit of staying at the Four Seasons Hotel.
C) Four Seasons spends more on guest satisfaction in the hopes of building brand loyalty.
D) By offering the service attribute of a particular pillow, Four Seasons hopes prospective guests will recognize the performance benefit of a better night's sleep.

Question 35

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

A) brand attribution list.
B) choice subset.
C) decision criteria.
D) evoked set.

Question 36

Which of the following attributes are probable evaluative criteria that students use to purchase a new smart phone?

A) availability in local electronics stores
B) price, styling, and camera quality
C) a favourite with bloggers
D) advertising on popular YouTube channels

Question 37

Concrete outcomes of product usage that are tangible and directly related to product performance are:

A) experiential benefits
B) functional benefits
C) evaluative proofs
D) psychological benefits

Question 38

Daria is listening to music on her car radio. When a commercial comes on, she changes the station. Daria is engaging in:

A) selective exposure
B) selective attention
C) selective retention
D) subliminal perception

Question 39

occurs when Betty elects to read only the book section of the National Post Saturday newspaper and not look at the other sections of the paper.

A) Selective attention
B) Selective retention
C) Subliminal perception
D) Selective exposure

Question 40

occurs when the consumer chooses to focus attention on certain stimuli while excluding others.

A) Selective exposure
B) Subliminal perception
C) Selective comprehension
D) Selective attention

Question 41

Simplified decision rules such as "Always buy the largest size of the cheapest priced detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are called:

A) formalized group norms
B) heuristics
C) formal integration strategies
D) problem-solving consequences

Question 42

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

A) A perception
B) A need
C) A motive
D) An attitude

Question 43

Information such as product knowledge, meanings, and beliefs is combined to evaluate alternatives through:

A) motive stimulation
B) affective reasoning
C) integration processes
D) subliminal perception

Question 44

A reference group to which one does not wish to belong is a group.

A) disassociative
B) confrontational
C) disconnected
D) segregated

Question 45

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

A) limited problem solving
B) extended problem solving
C) cognitive learning
D) routine response behaviour

Question 46

A product manager for a new brand of laundry detergent must:

A) create pioneering advertising
B) interrupt consumers' routine choice behaviour and get them to consider a new brand
C) increase problem recognition for detergent purchases
D) maintain a lower price than competitors

Question 47

Maxwell House Coffee ads emphasize consumers' overall emotional impressions of the brand with its "Good to the last drop" slogan. Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee. This is an example of a marketer using:

A) psychosocial consequences
B) the affect referral decision rule
C) cognitive input/output
D) non-qualitative evaluative criteria

Question 48

A judgement that consumers make with respect to the pleasurable level of consumption-related fulfillment is more simply known as:

A) positive reinforcement
B) satisfaction
C) brand loyalty
D) subliminal choice

Question 49

For which of the following products is the consumer most likely to experience cognitive dissonance?

A) diamond engagement ring
B) garden fertilizer
C) light bulbs
D) chewing gum

Question 50

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

A) integrated
B) associative
C) aspirational
D) acquisitive

Question 51

is a preference for a particular brand that results in its repeated purchase.

A) Satisfaction
B) Cognitive dissonance
C) A purchase intention
D) Brand loyalty

Question 52

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

A) The first time purchase of a personal computer by a student with no prior knowledge of PCs.
B) The purchase of a new pair of running shoes by a consumer who runs regularly.
C) The selection of a restaurant for lunch with friends.
D) The purchase of a laundry detergent.

Question 53

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

A) The associate
B) The influencer
C) The initiator
D) The consumer

Question 54

Marketers strive to develop and maintain brand loyalty by doing all of these things EXCEPT:

A) reducing reminder advertising expenditures
B) running periodic promotions to deter customers from switching brands
C) using loyalty programs such as Air Miles
D) maintaining prominent shelf positions and displays in stores

Question 55

A feeling of postpurchase doubt or psychological tension that a consumer experiences after making a difficult purchase choice is called:

A) negative reinforcement
B) cognitive dissonance
C) subliminal anxiety
D) dissatisfaction

Question 56

A group whose presumed perspective or values are used by an individual as the basis for his judgments, opinions, and actions is a:

A) reference group
B) subculture
C) social class
D) demographic group

Question 57

is a predisposition to buy a certain brand.

A) A purchase intention
B) A purchase decision
C) Affective behaviour
D) Satisfaction

Question 58

Each of the following statements about the postpurchase evaluation process is correct EXCEPT:

A) Unfavourable outcomes may lead to the formation of negative attitudes about the brand.
B) Feedback acquired from actual use of a product will influence the likelihood of future purchases.
C) Consumer decisions are rarely influenced by the cognitive dissonance of others; they prefer to form their own opinions.
D) Positive performance leads to retention of the product in a consumer's evoked set.

Question 59

Marketers try to positively influence consumers' evaluation of their products because research shows a strong link between attitudes and _.

A) needs
B) value consideration
C) motives
D) purchase behaviour

Question 60

Bryan Nixon owns several apartments. Having tried some other appliance brands in his rental apartments and been dissatisfied with their short life span, Nixon will now only purchase Maytag brand appliances to go into his apartments. Nixon's repeat purchases of Maytag appliances indicate:

A) strong brand loyalty
B) the absence of any affect referral decision rule
C) extensive decision making and strong psychosocial consequences
D) the existence of cognitive dissonance

Question 61

Division of the market based on age, sex, family size, income, and other measurable characteristics is known as:

A) quantified aggregation
B) lifestyle aggregation
C) demographic segmentation
D) psychographic segmentation

Question 62

segmentation is the grouping of customers on the basis of attributes sought in a product.

A) VALS
B) Lifestyle
C) Usage
D) Benefit

Question 63

All of the following are demographic factors EXCEPT:

A) family size
B) age
C) product usage
D) income

Question 64

segmentation divides consumers into groups according to their usage, loyalties, or buying responses to a product.

A) Psychographic
B) Benefit
C) Behaviouristic
D) Demographic

Question 65

Which of the following is the LEAST effective potential basis for segmenting the consumer market for bran muffin mixes?

A) age
B) lifestyle
C) home ownership
D) rate of use of muffin mixes

Question 66

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.

A) geographic
B) behaviouristic
C) personality
D) demographic

Question 67

An ad for Nivea skin cream which is used by women states that the cream allows you to "give your skin back its own wrinkle control." This ad is using segmentation.

A) benefit sought and demographic
B) psychographic and behaviouristic
C) demographic and psychographic
D) behaviouristic and benefit sought

Question 68

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

A) Aspirations, inhibitions and other psychological barriers
B) Attitudes, initiatives and options
C) Actual involvement and openness to new brands
D) Activities, interests and opinions

Question 69

Bell Canada uses segmentation to segment consumers in terms of how much leisure telephone calling they do.

A) lifestyle
B) VALS
C) demographic
D) behaviouristic

Question 70

Ads for consumer finance companies are often aimed at people making $25,000 or less annual salaries. Consumer finance companies are using segmentation.

A) geographic
B) behaviouristic
C) demographic
D) lifestyle

Question 71

describe(s) the group of consumers toward whom an overall marketing program is directed.

A) Audience
B) Demographics
C) Millennials
D) The target market

Question 72

Research shows that about two-thirds of the new insurance policies Prudential sells will be to current policyholders. This information indicates that segmentation would be appropriate for Prudential to use along with demographic and psychographic segmentation.

A) benefit
B) usage
C) geographic
D) personality

Question 73

The first step in the target market process is to:

A) segment the market
B) develop new products
C) determine the marketing positioning strategy
D) select a target market

Question 74

Psychographic segmentation considers each of the following variables EXCEPT:

A) spending ability
B) culture
C) personality
D) social class

Question 75

When television stations sell advertising time based on age categories of viewers, they are using segmentation.

A) behaviouristic
B) geographic
C) demographic
D) psychographic

Question 76

An ad for a travel agency offers trips especially designed for grandparents and their grandchildren to enjoy together. This example illustrates the use of ________ segmentation.

A) lifestyle
B) behaviouristic
C) demographic
D) geographic

Question 77

An advertising campaign stating that BMW "outperforms most cars on the road even before you step on the accelerator" is an example of segmentation.

A) demographic
B) usage
C) benefit
D) VALS

Question 78

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.

A) demographic
B) behaviouristic
C) psychographic
D) usage

Question 79

divides a market on the basis of lifestyles.

A) Benefit segmentation
B) Behaviouristic segmentation
C) Psychographic segmentation
D) Leisure marketing

Question 80

Which of the following bases for segmentation is employed when consumers are grouped according to their use of a product or service (heavy versus light)?

A) Lifestyle
B) Benefit
C) Needs
D) Behaviouristic