Deck 1: An Introduction to Consumer Behaviour

Question 1

If a product succeeds in satisfying needs and is purchased over and over,it most likely has attained:

A) product separation.
B) brand loyalty.
C) lifestyle variation.
D) purchase conception.

Answer 1

B

Question 2

John is the vice president of marketing for a local tour guide company.He is concerned that his customers are not recommending his company to friends of theirs.For John,this problem is a:

A) purchase issue.
B) demographic problem.
C) prepurchase issue.
D) postpurchase issue.

Answer 2

D

Question 3

Tina,a supervisor of displays for Sears Canada,knows that attractive displays can generate additional sales of particular items.From a marketer's perspective,this is a/an:

A) purchase issue
B) postpurchase issue
C) merchandising complexity
D) loss leader

Answer 3

A

Question 4

Mary designed an unsuccessful advertising campaign for a medical insurance company that was targeted at 18- to 34-year-old males.The campaign only included one commercial,which featured a young man who had become crippled in a skydiving accident.While planning the campaign,Mary failed to recognize that:

A) 18- to 34-year-old males are not interested in medical insurance.
B) not all 18- to 34-year-old males share the same lifestyle.
C) television commercials are not effective for advertising medical insurance.
D) she should have also segmented based on ethnicity.

Question 5

One of the fundamental premises of the modern field of consumer behaviour is that people often buy products not for what they do,but for what they:

A) cost.
B) mean.
C) look like.
D) promise.

Question 6

Billy is an avid collector of shoes.He constantly voices his opinion on blogs and product review websites of what features new shoes should have.His behaviour is consistent with the concept of:

A) file sharing.
B) database marketing.
C) interpretivism.
D) consumer-generated content.

Question 7

The film The Wedding Crashers had what reported impact?

A) It resulted in an decrease in wedding bookings.
B) It led to a sell out DVD success.
C) It caused an outbreak of uninvited wedding guests.
D) It boosted the US economy by 15% in it's year of release.

Question 8

In studying consumers like Gail,a college junior,marketers often find it useful to learn how they spend their leisure time,their interests in music or clothing,even atand titudes about social issues,to be able to categorize them according to their lifestyles.This sort of information is called:

A) core values.
B) psychographics.
C) configurations.
D) physiognomies.

Question 9

In studying consumer behaviour,it is often useful to categorize people on the basis of some similarity.Descriptions such as age,gender,income,or occupation are called:

A) demographics.
B) psychographics.
C) personal profiles.
D) physiology.

Question 10

If you listed your collection of NHL rookie cards on eBay,you would be engaging in which type of commerce?

A) transactional
B) psychographic
C) B2C
D) C2C

Question 11

Saucony Canada held a contest asking consumers to send in their own photos,which will be utilized in a future advertising campaign for the company.This is an example of:

A) anticonsumption.
B) consumer-generated content
C) social marketing.
D) green marketing.

Question 12

The study of the processes involved when individuals or groups select,purchase,use,or dispose of products,services,ideas,or experiences to satisfy needs and desires is called:

A) market segmentation,
B) relationship marketing.
C) market research.
D) consumer behaviour

Question 13

Recently marketers have come to realize the value of what is being called relationship marketing.In marketing terms,it means:

A) developing friendships with foreign governments so that American products can be sold in their countries at a fair price.
B) instituting practices which show companies' awareness of their responsibilities to the environment and society.
C) building bonds between brands and customers that will last over time.
D) using new electronic capabilities to ensure that all channel members work smoothly together, for example, in seeing that products get to retailers before their inventories run out.

Question 14

The expanded view of the exchange that includes the issues that influence the consumer before,during,and after a purchase is called:

A) the value.
B) the strategic focus.
C) the pre-sell strategy.
D) the consumption process.

Question 15

Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays.This is an example of:

A) a company seeking to attract lost clients back to base.
B) a social networking process.
C) a loss-leading promotion campaign.
D) relationship marketing.

Question 16

Marketers who interact with their customers on a regular basis,and not just at the time of purchase,are most likely engaged in:

A) brand loyalty
B) psychographic segmentation
C) market segmentation
D) relationship marketing

Question 17

Which of the following is not an example of a demographic variable?

A) age
B) geography
C) lifestyle
D) ethnicity

Question 18

A fast-food chain describes its core customer as a single male under 30 years of age with a working class job,who reads little,likes loud music,and hangs out with friends.This is an example of:

A) subculture.
B) marketing segmentation.
C) demographics.
D) typical male Canadian consumer of burgers.

Question 19

Doritos have capitalized on _________ in their memorable Superbowl ads.

A) spokescharacters
B) social marketing
C) green marketing
D) consumer-generated content

Question 20

Gail decides to take a break from studying,and goes online to check things out.She connects with one of the product discussion groups that she participates in.This is an example of a/an:

A) lifestyle discussion.
B) brand competition.
C) consumption community.
D) marketplace competition.

Question 21

Christina Chiang has decided to order a week's worth of groceries from HomeGrocer.com.She places her order and is pleasantly surprised when she receives her order at her doorstep six hours after the order was placed.This transaction is an example of:

A) social commerce.
B) TCR.
C) virtual consumption.
D) U-commerce.

Question 22

The multi-player online game "World of Warcraft" is a good example of:

A) consumer-generated content.
B) the dark side of consumerism.
C) a virtual brand community.
D) anti-consumption

Question 23

Of the following pieces of legislation intended to protect the consumer,which was passed first?

A) Textile Labelling Act
B) Food and Drug Act
C) Motor Vehicle Safety Act
D) Hazardous Products Act
E) National Trademark and True Labelling Act

Question 24

The Open Data Partnership is:

A) a low privacy date-matching service.
B) a free-serve information access network.
C) a system allowing consumers to edit information collected about them.
D) a controlled group of corporations dedicated to information sharing.

Question 25

Groups of people that unite on the Internet to share a passion for a product are known as:

A) chat rooms.
B) virtual brand communities.
C) consumer networks.
D) product organizations.

Question 26

People who have grown up "wired" in a world of digital technology are described as ________.

A) horizontal revolutionaries
B) smart socialites
C) digital natives
D) face-to-place consumers

Question 27

Which Act is designed to protect consumers against purchasing food,cosmetics,or drugs that are deceptive or misleading,or that may pose a risk to health?

A) Food and Drugs Act
B) Consumer Packaging and Labelling Act
C) Hazardous Products Act
D) National Trademark and True Labelling Act

Question 28

Jackson,the marketing manager for a large food manufacturing plant,recently met with his boss because he was concerned that his company was violating the Food and Drugs Act of 1953 and the Competition Act of 1986.Based on this information,what was the problem that Jackson was concerned about?

A) The company had not taken any quality-control measures when producing its products.
B) The company was advertising one of its unhealthy products as being healthy.
C) The company would not reveal what information it was collecting from its customers.
D) Its products were unsafe to consume and could cause harm to people.

Question 29

While marketers cannot create needs,they:

A) may affect an environment in which specific needs may be activated.
B) can always sell to somebody.
C) are close to being able to create needs in the next five years.
D) control the mass media-almost the same thing.

Question 30

Global terms like kuroi kiri,la mordida,bustarella,and baksheesh are referring to:

A) competition.
B) segmentation.
C) theft.
D) bribery.

Question 31

Although research has shown that consumers think better of products made by firms they feel are behaving ethically,many "ethical" companies encounter difficulties selling their products.What is a good a reason for this?

A) Ethical companies do not make good quality products.
B) Products made by ethical companies are hard to find for consumers.
C) Sometimes consumers' buying behaviour is not consistent with their positive attitudes about ethical products.
D) Consumers lie on surveys about ethical companies in order to appear like they care.

Question 32

Sara and Jessica text back and forth while Sara is shopping and Jessica is riding the bus to work.This is an example of:

A) a synchronous interaction.
B) an asynchronous interaction.
C) utilitarian consumption.
D) a consumption community.

Question 33

Social critics have maintained that marketing leads people to buy products they do not want and do not need.However,the failure rate of new products that are heavily marketed is reportedly as high as 80 percent.How can these two seemingly opposite views of marketing be reconciled?

A) The social critics are simply wrong. People are not influenced by marketing.
B) Consumers are highly influenced by marketing, but some products simply fail anyway.
C) Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way they please.
D) Products that fail are generally products that will satisfy a want, but not a need.

Question 34

An e-tailer is:

A) a market research company that primarily collects data online.
B) an anti e-commerce advocate.
C) an online retail supplier.
D) an end-of-purchase feedback service.

Question 35

The fact that bribery in business is acceptable in some countries but not in others demonstrates that:

A) ethics are relative to the situation in which business persons find themselves.
B) cultural jamming has been successfully practiced in some countries.
C) ethics are incompatible with social marketing.
D) practices can be unethical without being illegal.

Question 36

In the "good old days" companies decided what they wanted their customers to know and do.This time is known as:

A) consumer space.
B) the baby boomer era.
C) market control.
D) marketer space.

Question 37

The purpose of advertisements for Coca-Cola is to:

A) teach us ways to satisfy a need.
B) encourage moral breakdown.
C) encourage us to be thirsty.
D) create a need.

Question 38

Firms that are interested in voluntarily protecting or enhancing their positive social and environmental impacts are engaged in:

A) relationship marketing.
B) transformative consumer research.
C) green marketing.
D) corporate social responsibility.

Question 39

In a survey designed to measure people's willingness to pay for fair trade coffee,researchers found that most coffee drinkers were willing to pay an average price premium of ________.

A) 10 percent
B) 20 percent
C) 30 percent
D) 40 percent

Question 40

Research has shown that Mexican firms are less likely to have formal codes of ethics and more likely to bribe public officials than are American or Canadian companies.This demonstrates that:

A) business practices can be unethical without being illegal.
B) social marketing is not important in Mexico.
C) cultural values and beliefs are important for determining what is considered ethical.
D) American and Canadian companies are more respectful than Mexican companies.

Question 41

When data is collected by the researcher specifically for the research question at hand this is called:

A) exploratory research.
B) quantitative research.
C) primary research.
D) secondary research.

Question 42

________ involve(s)gathering data through a one-on-one interaction between an interviewer and a respondent.

A) Survey research
B) Focus group research
C) Interviews
D) Observational research

Question 43

The growth of the Web has created thousands of online consumption communities.What is the biggest danger of such communities?

A) the members will receive bad information
B) the members will feel pressure to conform to certain types of purchase behaviour
C) the members will become frustrated in their communication efforts
D) the members of have no sense of mission

Question 44

The main difference between impulse buying and compulsive consumption is:

A) impulse buying only occurs for certain types of products, while compulsive consumption can occur for any product.
B) impulse buying occurs at a particular moment, while compulsive consumption is an enduring behaviour.
C) impulse buying is done by choice, while compulsive consumption is not.
D) impulse buying cannot be measured empirically, while compulsive consumption can be.

Question 45

Mrs.Brown has an obsessive need to shop every day to relieve depression and boredom.Her behaviour is termed:

A) a spending spree.
B) compulsive consumption.
C) impulse buying.
D) consumer behaviour.

Question 46

Current consumer research is likely to include attention to the "dark side" of consumer behaviour.This growing emphasis refers to the fact that:

A) it is difficult to measure the contribution of the "art" of consumer behaviour research to the corporate bottom line.
B) many consumer behaviour findings are being stolen by competitors, via computers.
C) not all consumer behaviour or marketing activity is necessarily beneficial to society.
D) understanding consumption for its own sake should be the focus of research rather than for the sake of making money.

Question 47

At night,Aaron likes to walk around the city spray painting a black circle over company logos on billboards and bus-stop advertisements.Aaron's behaviour is an example of:

A) addictive consumption.
B) anticonsumption.
C) anticommunication.
D) shrinkage.

Question 48

Considering the dramatic growth of shopping centres worldwide,toward what country would you point a businessperson who was interested in locating in the largest shopping mall in the world?

A) United States
B) China
C) Australia
D) Germany

Question 49

At times Pepsi and Coke have been accused of causing psychological dependence due to the levels of caffeine in their colas.This is known as:

A) psychological marketing.
B) consumer addiction.
C) social marketing.
D) brand loyalty.

Question 50

To reduce waste associated with their Downey Fabric Softener,Proctor & Gamble introduced refillable containers.This is an example of:

A) green marketing.
B) ethical marketing.
C) culture jamming.
D) anticonsumption.

Question 51

A physiological and/or psychological dependency on products or services is called consumer ________.

A) psychosis
B) conditioning
C) addiction
D) obsession
E) gratification

Question 52

The term shrinkage is an industry term for:

A) the fragmentation of consumer needs caused by the Internet.
B) reductions in waste resulting from product usage.
C) a North American consumer trend associated with paying less for products.
D) inventory and cash losses due to shoplifting and employee theft.

Question 53

________ involve(s)asking respondents to self-report answers to a set of questions posed by the researcher,often in written,online,or phone format.

A) Survey research
B) Focus group research
C) Interviews
D) Observational research

Question 54

According to the film and music industries,downloading music and videos from file-sharing sites such as Kazaa is:

A) an example of theft
B) a way to monitor the e-commerce entertainment industry.
C) the future for entertainment.
D) social marketing at its best.

Question 55

________ involve(s)gathering data from small group sessions with approximately six to twelve consumer participants.

A) Survey research
B) Focus group research
C) Interviews
D) Observational research

Question 56

Ethnographic research is an example of a type of:

A) survey research.
B) focus group research.
C) experimental research.
D) observational research.

Question 57

Protection Motivation Theory suggests that:

A) people are naturally driven to protect their assets.
B) arousing fear can help change a person's behaviour.
C) we are motivated to care for ourselves from a very young age.
D) it is difficult to persuade people to indulge in high-risk activities.

Question 58

Mrs.Almarez is a middle-aged,high-income,stay-at-home mother.Recently she was caught shoplifting.She shoplifts because:

A) her friends do it.
B) she does not believe it is morally wrong.
C) she gets a thrill from doing it.
D) she needs the stolen goods.

Question 59

If Maple Leaf Foods of Toronto were to donate a certain percentage of its annual profits to adult literacy,they would be engaged in:

A) lifestyle segmentation.
B) irresponsible practices.
C) corporate giving.
D) database marketing.

Question 60

________ involve(s)gathering data by directly observing consumer behaviours.

A) Survey research
B) Focus group research
C) Interviews
D) Observational research

Question 61

Keith went into a store to return a shirt.The owner of the store replied that she needed Keith's address and phone number to refund his money.After providing his information,Keith asked what the information was needed for,but the owner of the store would not tell him.The owner's actions are in direct violation of the Competition Act.

Question 62

The Jones and Smiths were born in the 1960s,so they tend to share a common set of cultural experiences that they carry throughout life.

Question 63

In qualitative research,the presentation of ambiguous objects or activities that are open to various interpretations is known as ________.

A) random assignment
B) a projective technique
C) an experiment
D) role playing

Question 64

The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before,during,and after a purchase is made.

Question 65

Canada is one of the "cleanest" countries in the world when it comes to issues like bribery or giving "gifts" in exchange for getting business from suppliers.

Question 66

Many firms choose to protect or enhance the natural environment as they go about their business activities.This is called "corporate giving."

Question 67

Rather than try to reach everybody,a marketer today usually targets his product to specific consumers,even if he makes other people deliberately avoid it as a result.

Question 68

Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.

Question 69

Differentiating products by gender does not begin until the teenage years.

Question 70

A researcher is studying the effect of including a bonus product on people's tendency to purchase personal care items (e.g.,shampoo,deodorant,etc.).The researcher randomly assigns male and female consumers to be asked to buy the product with the bonus or to be asked to buy the product without the bonus.The researcher then calculates the proportion of people in each condition that purchase the product.The independent variable in this study is:

A) the proportion of people that purchase the product.
B) personal care items.
C) gender.
D) the presence or absence of a bonus.

Question 71

Marketer space is really the same concept as a newer term called consumer space.

Question 72

Shoppers Drug Mart periodically videotapes consumers and how they interact with new point-of-purchase displays in the cosmetics department.This is an example of:

A) conducting qualitative research.
B) conducting experimental research.
C) conducting observational research.
D) tracking data on digital networking behaviour.

Question 73

When Gail investigates sex,age,and income characteristics of her friends,she is studying psychographics.

Question 74

Age,gender,ethnicity,income,geography,and purchase frequency are all potential segmentation variables.

Question 75

Consumer behaviour theorists have found that consumers only buy products and services for what the products /services do.

Question 76

A researcher is studying the effect of including a bonus product on people's tendency to purchase personal care items (e.g.,shampoo,deodorant,etc.).The researcher randomly assigns male and female consumers to be asked to buy the product with the bonus or to be asked to buy the product without the bonus.The researcher then calculates the proportion of people in each condition that purchase the product.The dependent variable in this study is:

A) the proportion of people that purchase the product.
B) personal care items.
C) gender.
D) the presence or absence of a bonus.

Question 77

The key issue about market segmentation is that consumers within a segment have to be psychographically the same.

Question 78

Online shopping does not create opportunities for small,specialized businesses.

Question 79

Business ethics essentially are rules of conduct that guide actions in the marketplace.

Question 80

Scanner technology and clickstream data gathering are two methods of________.

A) conducting qualitative research
B) conducting experimental research
C) conducting observational research
D) tracking data on digital networking behaviour