Deck 3: Customer Buying Behaviou

Question 1

An example of cross-shopping occurs when

A) The shopper shops for clothing during the week and for food on the weekends
B) A shopper buys several yellow shirts yet only a few black pants
C) A customer shops for 2 or more family members at a time
D) A shopper buys expensive ski clothing and inexpensive skis
E) A shopper purchases at different stores within the same mall during the same week

Answer 1

D

Question 2

Which of the following is not a criterion for evaluating retail market segments?

A) religion
B) accessibility
C) identifiability
D) actionability
E) size

Answer 2

A

Question 3

Both a weight-loss center and a health club would be pleased to learn that health and fitness, together with individualism, mastery and control, and self-improvement are common values in the of Canada.

A) society
B) culture
C) civilization
D) environment
E) experiential base

Answer 3

B

Question 4

Which of the following is an example of a subculture in Canada?

A) Acadians
B) Westerners
C) Chinese
D) Asians
E) All of these

Question 5

Why should retailers understand how families make purchase decisions?

A) Brand choice decisions may be influenced by children and not by the shopper.
B) Family purchase decisions consider the needs of all family members.
C) Retailers can attract customers by satisfying needs of all family members.
D) Children influence family buying decisions.
E) All of these.

Question 6

When consumers go shopping for pleasure, they are seeking to satisfy their:

A) Utilitarian needs
B) Hedonic needs
C) Conflicting needs
D) Complexity needs
E) Recognition needs

Question 7

A retailer in Winnipeg who wants to open a store that will sell surfboards and surfing accessories would most likely have trouble with:

A) media capability
B) competition
C) flexibility
D) size of the market
E) rationality

Question 8

Which of the following is not a criterion for evaluating whether a retail market segment is a viable target market?

A) size of market segment
B) media-adaptability
C) actionability
D) accessibility
E) identifiability

Question 9

In the 1960's, bands like the Beatles and the Stones exerted a major influence on culture. Students styled their hair, wore similar clothes, and became socially conscious. Young people looked upon bands like these for inspiration and encouragement. It can be said that such rock groups were a form of:

A) reference group
B) family
C) culture
D) peer group
E) subculture

Question 10

Big and Tall stores select their merchandise assortments for larger men. Men who meet this criterion compose a:

A) psychosocial segment
B) consideration set
C) demographic set
D) retail market segment
E) media set

Question 11

Home Depot operates home improvement stores in major Canadian cities. Home Depot management has learned that different merchandise is needed to satisfy the different needs of the customers living in different areas of the country. What kind of retail market segmentation has Home Depot used?

A) Lifestyle
B) Benefit
C) Race
D) Geographic
E) Age

Question 12

The Tackle Box is a store that sells anything you may need to catch fish including local information about what is running, where it's running and what bait works best. The fishing enthusiasts who rely on the Tackle Box for reliable equipment and information are the retailer's:

A) consideration set
B) psychosocial segment
C) media set
D) demographic set
E) retail market segment

Question 13

Why would a store like The Button Emporium selling only buttons be best located in Toronto?

A) More people in Ontario use sewing as a hobby, making it more actionable.
B) The market is easier to identify because of the diversity.
C) Toronto is a large city and can support the retailing mix of the store.
D) A retailer like this locates itself where there are designers who will patronize the shop.
E) None of the statements answer the question.

Question 14

Tony Hawk is one of many professional skateboarders in the U.S. who compete and showcase their sport for skateboard enthusiasts. These devoted fans imitate the moves and jumps of these athletes to the detriment of their own safety. To skateboard
Enthusiasts, the Tony Hawk crowd is part of their:

A) culture
B) family
C) subculture
D) peer group
E) reference group

Question 15

La Senza Girl is a specialty retailer with assortments that are of interest to young teens. La Senza Girl is catering to a particular:

A) media set
B) psychosocial segment
C) consideration set
D) subculture
E) retail market segment

Question 16

Retailers use a variety of approaches to stimulate problem recognition and motivate customers to visit their stores and buy merchandise including all of the following except:

A) Internet promotions
B) Special events
C) Direct mail
D) Advertising
E) Retailers use all of these

Question 17

Bed and breakfasts that specialize in healthy meals and activities focus on advertising their offering in health and fitness magazines because through this medium, their customers are:

A) accessible
B) intransigent
C) flexible
D) stable
E) substantiated

Question 18

Many department stores have teen boards to help the retailer understand the fashions and fads of teens. This teen board acts as a for other teens to emulate.

A) subculture
B) culture
C) reference group
D) family
E) peer group

Question 19

David is starting his first job out of college with a consulting firm and wants to make a good impression on his supervisors. He noticed the attire of the associates when he was interviewed, and decided to mimic them by wearing power suits and Italian shoes. What social factor most influences David's wardrobe?

A) subculture
B) reference group
C) family
D) culture
E) peer group

Question 20

A retail market segment that has
offer to satisfy the needs of the segment.

A) flexibility
B) durability
C) accessibility
D) actionability
E) identifiability

Question 21

The segmentation scheme best described by "birds of a feather flock together" is:

A) demographic
B) lifestyle
C) buying situation
D) geodemographic
E) geographic

Question 22

The retail market segments for licensed World Wrestling Entertainment shirts, jackets, and hats are 6- to 17-year-old boys, 18- to 24-year-old women, and 18- to 44-year-old
men. This retail market segment is based on _

A) geographic
B) user status
C) demographic
D) lifestyle
E) psychosocial

Question 23

A woman buying perfume for herself and for her granddaughter would have two different perspectives. These differences allow a retailer to segment according to

A) personality
B) education
C) income
D) social class
E) buying situation

Question 24

Lifestyle refers to:

A) what activities people pursue
B) consumers' attitudes about the world they live in
C) how people spend their time and money
D) the way people live
E) all of these

Question 25

A cruise ship specializing in entertaining families with children would most likely be using segmentation to attract business.

A) lifestyle
B) geographic
C) demographic
D) psychographic
E) benefit sought

Question 26

Composite segmentation defines target markets in terms of

A) demographics
B) benefit sought
C) lifestyle
D) both demographics and lifestyle
E) all of these

Question 27

The Grand Casino has identified 2,000 people it categorizes as high rollers. Since the casino people contend that there are no unifying demographics that can be used to identify a high roller, what sort of segmentation must they be using?

A) Occupation, education, and geographic
B) Occupation, perceived risk, and social class
C) Social class and income
D) Occupation, education, and lifestyle
E) Lifestyle

Question 28

The Main Game is a retail store that appeals to people who like role-playing games. The store has games, books, and a play area where fanatics can meet and play each other. Since there are no unifying demographics, the store uses segmentation.

A) geographic
B) demographic
C) product perception
D) consumer behaviour
E) lifestyle

Question 29

refers to the way people live, how they spend their time and money, what activities they pursue, and what their attitudes and opinions are about the world they live in.

A) Demographics
B) Usage situation
C) Lifestyle
D) Social class
E) Family life cycle

Question 30

Harley Davidson dealers sell merchandise that interest men in their forties, who are financially able to purchase motorcycles, and aspiring bikers in their teens, who are financially able to purchase sports caps and t-shirts. Harley Davidson would focus on which of the following segmentations?

A) Psychosocial
B) Demographics
C) Feelings and behaviours
D) Geographic
E) Occupation

Question 31

A store that specializes in Asian groceries and produce would use ________ segmentation when marketing to the Asian population in Vancouver?

A) psychographic
B) demographic
C) geographic
D) lifestyle
E) benefit sought

Question 32

Which of the following segmentation methods would be most appropriate for a convenience store retailer?

A) Geographic
B) Demographic
C) Buying situation
D) Benefit sought
E) Personality

Question 33

Which of the following segmentation methods would be most appropriate for a retailer selling CDs?

A) Personality
B) Geographic
C) Benefit sought
D) Demographic
E) Buying situation

Question 34

Which of the following segmentation methods would be most appropriate for a retailer selling men's apparel?

A) Geographic
B) Demographic
C) Personality
D) Buying situation
E) Benefit sought

Question 35

Why do retailers use composite segmentation?

A) Demographic segmentation makes it impossible to attract people who do not fit into the demographic categories used.
B) Demographic segmentation identifies customers but not their needs.
C) Benefit segmentation does not identify the customers' needs.
D) Geographic segmentation creates an unmanageable retail market.
E) Benefit segmentation requires the application of complex statistical forecasting.

Question 36

The Sleep Store sells mattresses, pillows, sound machines, and any other item that could enhance a customer's sleep. The store is popular because many people are unable to enjoy a full night's sleep, and Sleep Store offers products that promise comfortable sleep. The Sleep Store therefore uses segmentation.

A) benefit sought
B) usage
C) demographic
D) lifestyle
E) geographic

Question 37

segmentation is the primary means for segmenting the aging baby boomer retail market.

A) Psychographic
B) Demographic
C) Geographic
D) Lifestyle
E) Benefit sought

Question 38

Do It Again Sports has everything the weekend warrior needs to get back into shape at reduced prices. They feature an array of treadmills, weights and sporting gear as well as a friendly, helpful staff. What segmentation method is Do It Again Sports using?

A) Demographic
B) Lifestyle
C) Geographic
D) Loyalty status
E) Attitudes

Question 39

Which of the following segmentation methods would be most appropriate for a retailer selling apparel to wear to the beach?

A) Personality
B) Geographic
C) Demographic
D) Buying situation
E) Benefit sought

Question 40

Kathy's son started school and brought home the supply list. Among the required supplies were green ink pens. Kathy thought that finding boxes carrying only green pens would be difficult until her neighbour informed her that Staples carried packs of twelve. In turn, Kathy shared this information with yet another mother down the block who was also perplexed as to where to purchase the pens. Which of the following approaches should Staples use in defining its market segment?

A) Occupation
B) Geographic
C) Family life cycle
D) Gender
E) Benefit sought

Question 41

Retailers want to reduce the number of abandoned shopping carts by making it easier to purchase merchandise. What steps can a retailer take to reduce abandoned carts-both in-store and on-line?

Question 42

This phenomenon known as kidfluence is influence that kids have over the family's:

A) Ability to get along
B) Purchase decisions
C) Investment decisions
D) Choice of vacation
E) None of these

Question 43

What kind of segmentation would the merchandising department at Disney World use when stocking merchandise in their Main Street stores? Why?

Question 44

List five possible retail market segments for athletic shoes.

Question 45

Customers who spend 40 minutes in a store are more than twice as likely to:

A) leave the store empty handed as someone who spends 10 minutes
B) buy as someone who spends 30 minutes, and they typically buy twice as many items
C) browse the store and then leave empty handed as someone who spends 10 minutes
D) buy as someone who spends 10 minutes, and they typically buy twice as many items
E) All of these answers are correct

Question 46

Why are retailers not always able to use demographics for market segmentation?

Question 47

Composite segmentation plans use multiple variables to identify customers in the target segment and define target customers by: benefits sought, lifestyles, and demographics.

A) benefits sought, lifestyles, and demographics.
B) benefits sought, geographic, and demographics
C) benefits sought, IQ, and demographics.
D) benefits sought, lifestyles, and usage
E) None of these.

Question 48

What type of segmentation is being used by a 24-hour pharmacy?

Question 49

Why is it important for retailers to understand how families make purchase decisions?

Question 50

What are four criteria for evaluating whether a retail segment is a viable target market?

Question 51

Sears sells Craftsman tools which come with a lifetime warranty. If you break one, just return it to
the store, and Sears will replace the broken tool with a new one. What kind of segmentation is Sears using?

Question 52

What segmentation method would a national retail chain use to sell paints custom designed for the various regions of the Canada?