Deck 5: Consumer Buying Behaviour

Question 1

When a store like Mark's advertises with a message like "Clothes that work,"it is engaging in double targeting.

Answer 1

True

Question 2

Consumer behaviour is one external variable that businesses can rely on to remain stable for many generations.

Answer 2

False

Question 3

Consumer behaviour includes the decision process that determines purchase decisions.

Answer 3

True

Question 4

How individuals collect information about products and services is part of consumer behaviour.

Question 5

The extent of consumer information search is dependent on the kind of product being purchased more than the individual buyer.

Question 6

Information search is the first step in the consumer purchase decision process.

Question 7

As the risk increases, the extent of the search for information decreases.

Question 8

The criteria consumers use to decide on purchase alternatives are part of his or her evoked set.

Question 9

Sam decided to analyze how he makes a decision about buying food for lunch on campus. This decision requires considerable information search in the buying decision-making process.

Question 10

A car buyer questions the wisdom of her recent purchase. She is experiencing cognitive dissonance.

Question 11

Motives are conditions that prompt the action necessary to satisfy a need.

Question 12

According to Maslow's hierarchy of needs, satisfied needs motivate.

Question 13

"Looking-glass self is how you would like to be."

Question 14

Attitudes are how individuals receive and interpret messages.

Question 15

Selective exposure refers to our tendency to remember only what we want to remember.

Question 16

The screening of messages that are in conflict with learned attitudes and beliefs is selective perception.

Question 17

Marketers have found that the most cost effective way to initiate trials of a new product is to start with changing attitudes about the product consumers are currently using.

Question 18

Psychographic information shows how an individual's interest in a particular product or service depends on his or her personality.

Question 19

As a person grows older, their tastes and interests change. This is part of the life-cycle theory.

Question 20

As of 2016, 35% of Canadian adults were using a smartphone.

Question 21

Social class is the division of people into ordered groups based on similar income.

Question 22

Culture refers to behaviour learned from external sources, such as the family, workplace, and education.

Question 23

Regional differences throughout English-speaking Canada are not normally significant enough to warrant unique marketing efforts.

Question 24

Spending $5000 on a hair transplant is an example of satisfying physiological needs.

Question 25

Purchasing a greeting card to send to a loved one is an example of satisfying social needs.

Question 26

Today men are spending more on manicures and skin treatment. These are services that fulfill their "real self"appeal.

Question 27

Having a negative experience with a Sony product will affect your beliefs about this brand.

Question 28

Fellow students, coworkers, sports teams, and recreational associations can all influence an individual's purchase decisions because they are potential reference groups.

Question 29

A couple's choice of a family trip will be significantly affected by their children.

Question 30

Marketers can only seek to influence consumers' motives, not their needs.

Question 31

A Quebecer would more likely purchase lottery tickets than would other Canadians.

Question 32

Once marketers have a better understanding of the psychographics of their market, they can change the communications strategy to better appeal to the target.

Question 33

Knowledge of the significant differences in lifestyle between different regions of Canada are important to marketers of certain products.

Question 34

How and why consumers make purchase decisions is determined through the study of

A) cognitive dissonance.
B) consumer behaviour.
C) reference groups.
D) the hierarchy of needs.
E) viral marketing.

Question 35

For adults, what is the most important factor in a purchase decision?

A) it depends on the kind of product
B) past contact with a brand
C) price
D) it depends on the complexity of the purchase
E) endorsement by a celebrity

Question 36

As consumers became more concerned with healthy eating, the demand for white bread products has declined. In response, bread manufacturers developed a wide array of whole-grain, gluten-free, trans-fat-reduced, and sodium-reduced bread products. These product decisions were a response to changes in

A) food regulations.
B) the consideration set.
C) market research.
D) the economy.
E) consumer behaviour.

Question 37

Marketers acquire insight into the factors that influence consumer buying decisions through

A) product development.
B) marketing research.
C) cognitive dissonance.
D) double targeting.
E) viral marketing.

Question 38

What is the name for the strategy Mark's adopted with their slogan "Clothes at work"to appeal to both male and female shoppers?

A) gender targeting
B) mixed targeting
C) differentiated targeting
D) double targeting
E) expanded targeting

Question 39

What is the second step in the consumer purchase decision process?

A) problem recognition
B) information search
C) evaluation of alternatives
D) deciding what to buy
E) determining an evoked set

Question 40

Although helpful, the generic model of the buying decision process does not completely explain how purchase decisions are made for all customers in all instances. This is because

A) routine purchases do not follow the rational decision-making model.
B) self-concept theory is in clear opposition to the model.
C) there are many contributing variables and the ones that actually trigger a response cannot always be readily determined.
D) the steps of the generic model cannot be accomplished by any single individual.
E) the model does not consider the hierarchy of needs.

Question 41

You are no longer satisfied with the MP3 player that you purchased two years ago as its memory is insufficient to meet your current needs. You are in which stage of the consumer purchase decision process?

A) need assessment
B) post-purchase evaluation
C) need definition
D) problem recognition
E) evaluation of alternatives

Question 42

The convenience and expanding adoption of Internet technologies has most influenced which phase of the consumer purchase decision process?

A) information search
B) evaluation of alternatives
C) problem recognition
D) purchase decision
E) post-purchase evaluation

Question 43

For most consumers, the purchase of a laptop computer would be considered

A) an effort purchase.
B) a complex purchase.
C) an evoked set.
D) a limited decision purchase.
E) a routine purchase.

Question 44

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

A) a meal at a restaurant
B) an automobile
C) a package of chewing gum
D) a night's stay at a hotel
E) a textbook

Question 45

What type of purchase decision requires considerable time, effort, money, and a proper evaluation of alternatives?

A) limited
B) routine
C) complex
D) extensive
E) intensive

Question 46

As the first hockey practice of the season draws near, Andrew's mom realizes that his skates from last season will no longer fit her quickly growing son. Andrew's mom is at what stage of the consumer purchase decision process?

A) evaluation of alternatives
B) problem recognition
C) purchase decision
D) awareness
E) cognitive dissonance

Question 47

What is an evoked set for a consumer?

A) the steps a consumer takes when comparing competitive brands
B) a group of brands a consumer would consider accepting among competing brands
C) a group of other consumers in the same target market segment
D) the set of individual and social factors that affect purchase
E) a group of problems recognized in the decision-making process

Question 48

The last step in the consumer purchase decision process is

A) making the actual purchase.
B) post-purchase evaluation.
C) evaluating alternatives.
D) identifying the right brand to buy.
E) deciding what to buy.

Question 49

In which stage of the purchase decision process do consumers decide when to purchase and which retail outlet to purchase from?

A) secondary decision
B) information search
C) purchase decision
D) primary decision
E) evaluation of alternatives

Question 50

A couple in the market for a Caribbean cruise vacation package is currently comparing the packages of three major cruise lines. At what stage of the decision-making process are they?

A) evaluation of alternatives
B) post-purchase evaluation
C) cognitive dissonance
D) problem recognition
E) information search

Question 51

For the purchase of a new car, a BMW, Mercedes-Benz, Jaguar, Infiniti, and Cadillac represent a(n)

A) alternative set.
B) evoked set.
C) preference set.
D) decision set.
E) brand set.

Question 52

Earl bought his usual morning cup of coffee at the local Second Cup. What type of purchase decision is this?

A) limited purchase decision
B) routine purchase decision
C) deferred purchase decision
D) complex purchase decision
E) cognitive purchase decision

Question 53

The model that examines the factors that influence purchase decisions as well as consumer involvement is called the

A) motive matrix.
B) purchase frequency diagram.
C) consumer purchase decision continuum.
D) evaluation network.
E) consideration set.

Question 54

If your product is not part of a consumer's evoked set

A) it will contribute to cognitive dissonance.
B) your advertising campaigns have been successful.
C) it will not be considered for purchase.
D) it will not satisfy the customer's needs if purchased.
E) it has performed well against the consumer's evaluation criteria.

Question 55

A condition that prompts action necessary to satisfy a need is a

A) motive.
B) perception.
C) goal.
D) lifestyle.
E) belief.

Question 56

The need to excel is at which level of Maslow's hierarchy of needs?

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

Question 57

Central to the hierarchy of needs theory is the belief that

A) behaviour is influenced by needs yet to be satisfied.
B) the higher the level of need satisfied, the more self-centred the individual is.
C) satisfied needs are strong motivators only at the lower levels of the hierarchy.
D) satisfied needs are strong motivators.
E) lower level needs do not need to be satisfied before an individual moves to a higher level.

Question 58

"Distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment in which a person lives"is called

A) personality.
B) self-image.
C) self-concept.
D) psychological profiling.
E) reference group.

Question 59

According to self-concept theory, "real self"refers to

A) how you see yourself.
B) the way others see you.
C) the way you really are.
D) the way you think others see you.
E) how you would like to be.

Question 60

The way you would like to be is your

A) ideal self.
B) real self.
C) looking-glass self.
D) self-image.
E) self-concept.

Question 61

Selective retention refers to our tendency to

A) filter out information that is not factual.
B) remember what we are required to remember.
C) remember only what we want to remember.
D) filter out information that is in conflict with previously held attitudes and beliefs.
E) remember the most recent information.

Question 62

An individual's feelings toward a product or service is

A) an attitude.
B) a judgment.
C) a conviction.
D) an opinion.
E) a belief.

Question 63

Lifestyle

A) is a person's cultural attitude.
B) is expressed by Maslow's hierarchy of needs.
C) usually ignores demographic variables.
D) is expressed by a person's activities, interests, opinions, and values.
E) focuses on personality traits of individuals.

Question 64

A group of people with common interests that influence its members' attitudes and behaviour is a

A) reference group.
B) culture.
C) social class.
D) target market.
E) subculture.

Question 65

Which of the following is a correct statement about the role of women in decision making?

A) Twenty-five percent of home improvement projects are influenced by women.
B) Fifty-five percent of women make the daily financial decisions.
C) Women make or influence 30% of stock purchases.
D) Women make or influence 60% of all new car purchase decisions.
E) Women make fewer household purchase decisions because they are now more frequently working outside of the home.

Question 66

Devising a single marketing strategy for both sexes is called

A) co-targeting.
B) uniform targeting.
C) double targeting.
D) unisex targeting.
E) dual targeting.

Question 67

Burton's "Welcome to Winter"advertising campaign, which conveys messages of individuality and empowerment, appeals to which level in the hierarchy of needs?

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

Question 68

An advertisement for a home alarm system appeals to which of the following types of needs?

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

Question 69

According to the hierarchy of needs model, a rising executive's motivation to satisfy esteem needs is a result of

A) his colleagues.
B) not all of his lower needs being satisfied.
C) pressure from his family.
D) his personality type.
E) his esteem needs that have yet to be satisfied.

Question 70

A sporting goods company advertises its products by showing young Canadians playing sports and camping together. This campaign appeals to what type of need?

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

Question 71

Alexina is a 9-year-old tennis player. She returned from school one day and asked her mother to buy her a pair of Nike tennis shoes, just like the ones worn by Serena Williams. The self-concept theory tells us that Alexina is looking at

A) her peer self.
B) her real self.
C) her true self.
D) her ideal self.
E) her aspiring self.

Question 72

Which of the following components of the self-concept theory best describes an individual's motivation to improve his or her image by purchasing a health club membership?

A) self-centred
B) looking-glass self
C) real self
D) ideal self
E) self-image

Question 73

Which of Maslow's needs does advertising for services like hair replacement and fitness programs attempt to satisfy?

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

Question 74

Voters who screen out criticism of political candidates whom they have supported for years are practising

A) secondary retention.
B) selective perception.
C) selective absorption.
D) selective exposure.
E) secondary perception.

Question 75

Among the following activities, the most expensive one for a marketing manager of a long-distance telephone service provider would be to

A) strengthen existing positive attitudes.
B) appeal to existing attitudes.
C) discover the attitudes of a firm's target market.
D) change existing negative attitudes toward the service.
E) create a new attitude toward the service.

Question 76

When a customer is in the market for a new car, what element of perception is important to marketers?

A) selective retention
B) selective perception
C) selective exposure
D) perceptual reality
E) perceptual acuity

Question 77

Healthier eating is a trend based on one's

A) culture.
B) personality.
C) attitudes.
D) lifestyle.
E) beliefs.

Question 78

Which one of the following purchases would be most influenced by a young person's reference group?

A) cereal
B) shoes
C) legal advice
D) antiperspirant
E) kitchen appliance

Question 79

Profiles based on information regarding a consumer's activities, interests, and opinions are called

A) behavioural profiles.
B) psychographic profiles.
C) demographic profiles.
D) lifestyle profiles.
E) value profiles.

Question 80

Melissa is thinking about buying a new smartphone. Her friends, who will have some influence on Melissa's purchase, represent her

A) social group.
B) endorsement group.
C) reference group.
D) lifestyle group.
E) cognitive group.