Deck 7: Identifying and Understanding Consumers

Question 1

Objective and quantifiable population data that are easily identifiable and measurable population are ________.

A) lifestyle measures
B) an AIO inventory
C) demographic statistics
D) reference group measures

Answer 1

C

Question 2

Which group is not reflected in the traditional family life cycle?

A) solitary retired
B) divorced adults
C) single-person households
D) bachelors

Answer 2

B

Question 3

Which of the following classifies consumers on the basis of income,occupation,and education?

A) reference group affiliation
B) family life cycle grouping
C) social class
D) subculture

Answer 3

C

Question 4

What fraction of the U.S.population moves each year?

A) one-tenth
B) one-eighth
C) one-fourth
D) one-third

Question 5

The family life cycle shows ________.

A) the extent to which groups influence a person's thoughts and actions
B) the ranking of people within a culture
C) families which share a distinctive heritage
D) how a typical family evolves from bachelorhood to children to solitary retirement

Question 6

A group of people sharing a distinctive heritage is a(n)________.

A) social class system
B) culture
C) AIO group
D) reference group

Question 7

Discretionary income can be defined as ________.

A) take-home pay
B) take-home pay that is adjusted to reflect inflation
C) take-home pay that is adjusted to reflect a base year
D) money left over after paying taxes and buying necessities

Question 8

Which is not a consumer demographic?

A) population mobility
B) social mobility
C) education level
D) place of residence

Question 9

The family life cycle has been updated in which version?

A) updated family life cycle
B) family life cycle II
C) VALS 2
D) household life cycle

Question 10

________ can be classified as aspirational,membership,or dissociative.

A) Cultures
B) Subcultures
C) Reference groups
D) Life cycle stages

Question 11

The household life cycle ________.

A) describes how a family moves from bachelorhood to children to solitary retirement
B) includes data on time utilization
C) includes life stages only for family households
D) includes life stages for family and nonfamily households

Question 12

The manner in which individual consumers and families (households)live and spend time and money is their ________.

A) social-class structure
B) reference group behavior
C) lifestyle
D) demographic statistic

Question 13

The typical U.S.household has an annual income of ________.

A) $24,000
B) $34,000
C) $54,000
D) $64,000

Question 14

A retailer that adds mail order and Web operations,is open longer hours,and seeks to reduce checkout time is responsive to which of the following lifestyle trends?

A) component
B) blurring of gender
C) poverty of time
D) self-fulfillment

Question 15

Most U.S.employment is in ________.

A) production
B) distribution
C) services
D) retailing

Question 16

The level of risk a consumer believes exists regarding the purchase of a good or service from a specific retailer is his or her ________.

A) real risk
B) purchase risk
C) perceived risk
D) cognitive dissonance

Question 17

Social perceived risk relates to ________.

A) whether the good or service will perform as expected
B) whether the good will hurt the purchaser
C) peer opinion of the good or service
D) the amount of effort needed to make a purchase

Question 18

Which reference group has the greatest impact on consumers?

A) aspirational
B) face-to-face
C) membership
D) dissociative

Question 19

The increased tendency of men to do laundry,cook for the family,and vacuum the house illustrates which lifestyle?

A) component lifestyle
B) gender roles
C) poverty of time
D) self-fulfillment

Question 20

A person who values the status of goods,services,and retailers ________.

A) has high self-confidence
B) has low perceived risk
C) is class conscious
D) is sociable

Question 21

Which demographic statement is not correct?

A) The typical U.S. household has an annual income of $54,000.
B) There are more males in the United States than females.
C) Two-thirds of all moves are within the same county.
D) Most U.S. employment is in services.

Question 22

Recognition of shortage and recognition of unfulfilled desire are components of which stage of the consumer decision process?

A) information search
B) purchase behavior
C) problem awareness
D) evaluation of alternatives

Question 23

The process in which people determine whether,what,when,where,how,from whom,and how often to purchase goods and services is ________.

A) consumer behavior
B) consumer motivation
C) outshopping
D) a commercial cue

Question 24

In limited decision making,consumers ________.

A) use each purchase process step, but do not spend a great deal of time on each step
B) view products to have high perceived risk
C) are unwilling to spend much time on shopping
D) spend much time on information search

Question 25

A consumer makes full use of the decision process in ________.

A) impulse purchases
B) extended decision making
C) limited decision making
D) routine decision making

Question 26

A consumer's decision process is comprised of two parts: ________ and ________.

A) purchase; post-purchase behavior
B) the process itself; the factors affecting the process
C) need recognition; stimuli
D) demographics; psychographics

Question 27

An impulse purchase is an example of ________ decision making.

A) extended
B) limited
C) routine
D) optimal

Question 28

A retailer seeking to sell luxury goods needs to evaluate which demographic statistic?

A) discretionary income
B) disposable income
C) money income
D) social class

Question 29

Moderate-risk items,which have been purchased before but not on a regular basis,involve which decision process?

A) routine decision making
B) limited decision making
C) extended decision making
D) impulse purchasing

Question 30

Home gardeners have been classified into groups such as "ecologists," "perfectionists," "neat and green," and "let nature run its course." This classification system divides consumers by ________.

A) demographics
B) perceived risk
C) reference groups
D) lifestyles

Question 31

Further purchase and re-evaluation are components of which stage of the consumer decision process?

A) information search
B) post-purchase behavior
C) problem awareness
D) evaluation of alternatives

Question 32

Which lifestyle focuses on the difficulty in classifying consumers into lifestyle groupings?

A) component lifestyle
B) consumer sophistication and confidence
C) poverty of time
D) self-fulfillment

Question 33

Doubt that the correct purchase decision has been made is known as ________.

A) information re-evaluation
B) perceived risk
C) psychological risk
D) cognitive dissonance

Question 34

A cue or drive meant to motivate or arouse a person to act is a ________.

A) want
B) commercial cue
C) stimulus
D) social cue

Question 35

Compiling a list of various goods and services and ascertaining the characteristics of each alternative are parts of which stage of the consumer decision process?

A) information search
B) purchase behavior
C) problem awareness
D) evaluation of alternatives

Question 36

A message sponsored by a retailer or some other seller is a(n)________.

A) commercial cue
B) noncommercial cue
C) social cue
D) advertisement

Question 37

In comparison to demographics,lifestyles are ________.

A) more likely to be profiles
B) more difficult to measure
C) easier to measure
D) growing at a faster rate

Question 38

Which statement concerning cross-shopping is correct?

A) Cross-shopping refers to consumers purchasing related items on the same shopping trip.
B) Cross-shopping refers to shoppers visiting multiple retail formats for a product category.
C) Cross-shopping refers to consumers visiting multiple retailers on the same shopping trip.
D) Cross-shopping refers to shoppers visiting either multiple retail formats for a product category or visiting multiple retailers on the same shopping trip.

Question 39

A dissociative group for the working class is the ________ social class.

A) upper-middle
B) upper-lower
C) middle class
D) lower-upper

Question 40

Outshopping refers to ________.

A) consumers who travel long distances to stores
B) in-home shopping by catalog, mail, and phone
C) consumers who spend longer-than-average times in shopping centers/districts
D) consumers with large budgets

Question 41

Many Web shoppers also buy from catalog retailers,department stores,and specialty stores.This illustrates ________.

A) diversified shopping
B) routine decision making
C) cross-shopping
D) cross-selling

Question 42

A difficulty in the study of motives is that ________.

A) motives cannot be observed; they must be inferred
B) a researcher needs to distinguish between rational and irrational motives
C) motives are based on perceived risk
D) a consumer's motives may be related to lifestyle

Question 43

A shopper profile should ideally be based upon ________.

A) both demographic and lifestyle data
B) data developed on the basis of telephone interviews
C) data developed from personal interviews
D) data developed from observational-based studies

Question 44

Trading areas reflect the distance shoppers will customarily travel to visit a retail store.Which type of shopper is most likely to travel great distances to shop at a given retailer?

A) agreeable shopper
B) outshopper
C) value shopper
D) top-of-the-line shopper

Question 45

A high degree of information search generally occurs when ________.

A) a purchase is viewed as unimportant
B) perceived risk is high
C) cognitive dissonance is high
D) a consumer is store loyal

Question 46

Which type of retailer has a high proportion of outshoppers?

A) traditional department store
B) specialty store
C) convenience store
D) category killer retailer

Question 47

An example of recognition of shortage is a consumer ________.

A) hearing from a friend about his or her satisfaction with Michelin tires
B) seeing an advertisement for Michelin tires that stresses their safety
C) visiting several tire retailers to determine salesperson opinion as to tire brand longevity
D) recognizing that his or her tire needs replacement

Question 48

A mapping analysis for a specialty apparel store shows that 30 percent of its customers drive over 45 minutes to visit the retailer.This high proportion of shoppers from a relatively far distance indicates what form of consumer behavior?

A) outshopping
B) cognitive dissonance
C) limited decision making
D) active shoppers

Question 49

Which lifestyle emphasizes nonconforming behavior?

A) blurring of gender
B) poverty of time
C) component lifestyles
D) consumer sophistication and confidence

Question 50

A retailer observed that the traditional question dealing with a respondent's age told little about the consumer's family size,presence of a spouse,or household size.The retailer should consider using ________ as an alternative to age.

A) reference group membership
B) the family life cycle
C) the social class structure
D) social performance

Question 51

A group of consumers has high class consciousness.What form of perceived risk is most important to this group?

A) time perceived risk
B) physical perceived risk
C) financial perceived risk
D) social perceived risk

Question 52

A major advantage of the use of commercial versus social cues to consumers is based upon ________.

A) the extent to which the message is tailored to the needs of the target market
B) message credibility
C) control over the source
D) total cost

Question 53

Which lifestyle emphasizes the situation-basis for much of consumer decision making?

A) blurring of gender
B) poverty of time
C) component lifestyles
D) consumer sophistication and confidence

Question 54

A ________ seeks to convert a ________ into a purchase of a specific brand.

A) social cue; commercial cue
B) physical drive; social cue
C) physical drive; commercial cue
D) commercial cue; physical drive

Question 55

Family,friends,and colleagues represent which form of reference group?

A) subcultural
B) aspirational
C) dissociative
D) face-to-face

Question 56

Price,brand name,or store name are often used as cues in the ________ stage of the consumer decision process.

A) information search
B) purchase
C) evaluation of alternatives
D) problem awareness

Question 57

The major difference between the family life cycle and the household life cycle is based on ________.

A) the size of the family
B) whether single-person households are included
C) whether nonfamily households are included
D) whether retired individuals are included

Question 58

To which lifestyle does the use of pre-packaged products,mail order,and home delivery best appeal?

A) blurring of gender
B) poverty of time
C) component lifestyles
D) consumer sophistication and confidence

Question 59

To reduce potential cognitive dissonance,a retailer should ________.

A) offer consumers money-back guarantee privileges
B) train salespeople to overstate a product's relative attributes in their sales presentation
C) price each service as a separate component; this allows consumers to pay for only the services they desire
D) pay careful attention to store atmosphere

Question 60

Consumers who engage in extensive cross-shopping to "get the best price" have what form of perceived risk?

A) time perceived risk
B) physical perceived risk
C) financial perceived risk
D) social perceived risk

Question 61

What type of consumer decision making is most likely to be used when the consumer regularly repurchases the same brands?

A) routine decision making
B) limited decision making
C) extended decision making
D) intensive decision making

Question 62

Low perceived risk,high experience with a retailer,and high satisfaction with past purchases generally are characteristics of ________.

A) routine decision making
B) limited decision making
C) extended decision making
D) brand loyalty

Question 63

The information search process involves the use of only commercial sources.

Question 64

Which type of target market strategy is most likely to suffer from a blurred image and/or high marketing expenditures due to having multiple marketing plans?

A) niche strategy
B) mass market
C) differentiated marketing
D) concentrated marketing

Question 65

Which type of target market strategy is most likely to be used by a retailer that seeks efficiencies associated with economies of scale?

A) niche strategy
B) mass market
C) differentiated marketing
D) concentrated marketing

Question 66

Impulse purchases,brand loyalty,and customer loyalty are examples of ________.

A) limited decision making
B) extended decision making
C) routine decision making
D) problem awareness

Question 67

Over half of U.S.adults have a 4-year college degree.

Question 68

A consumer reading more about a product after it was purchased than before illustrates activity seeking to reduce ________.

A) evaluation of alternatives
B) purchase activity
C) cognitive dissonance
D) information search

Question 69

Demographics are easily identifiable and measurable population statistics.

Question 70

Face-to-face reference groups have the greatest impact on consumers.

Question 71

Perceived risk is high since a consumer is purchasing a complex good in which he or she has had little experience.What type of consumer decision making accompanies this situation?

A) extended decision making
B) limited decision making
C) routine decision making
D) brand loyalty

Question 72

Perceived risk is based on actual versus judged risk levels.

Question 73

What type of consumer decision making accompanies a situation where consumers have purchased the product before,but do not purchase the product on a regular basis?

A) extended decision making
B) limited decision making
C) routine decision making
D) brand loyalty

Question 74

The term "mass market" is based on social class.

Question 75

Nationwide,there are about six million more males than females.

Question 76

After-sales service and exchange privileges aid in ________.

A) store atmosphere
B) changing extended decision making into routine decision making
C) reducing cognitive dissonance
D) specifying core services

Question 77

Which type of target market strategy is most likely to be used by a diversified retailer?

A) niche strategy
B) mass market
C) differentiated marketing
D) concentrated marketing

Question 78

The consumer decision process consists of two parts: the process itself and the factors affecting the process.

Question 79

It is relatively easy to predict the behavior of a component lifestyle shopper.

Question 80

Cognitive dissonance results from doubt that the correct decision has been made.