Deck 12: Australasian Society: Demographics and Lifestyles

Question 1

Consumers with lower levels of education:

A) are the most likely to shop on the internet.
B) spend more time researching financial investment decisions.
C) are more likely to consume white bread.
D) None of the given answers are correct.

Answer 1

C

Question 2

Psychographics are:

A) a graphic presentation of a profile analysis based on semantic differential data.
B) the monitoring of emotional responses by measuring physiological changes.
C) an approach to measuring consumer lifestyle.
D) a non-quantitative analysis of personality.

Answer 2

C

Question 3

According to the text, the baby boomers are the wealthiest older generation ever.

Answer 3

True

Question 4

Over the past 25 years in Australia:

A) the number of white-collar workers has grown less than the number of blue-collar workers.
B) most new jobs created are classified as full time.
C) the majority of those employed on a part-time basis would prefer to work more hours.
D) None of the given answers are correct.

Question 5

A population segment is a group of consumers who are clustered together based on family ties.

Question 6

An ascribed role is based on an attribute over which the individual has little or no control.

Question 7

A role based on performance criteria over which the individual has some control is known as a(n) ______________ role.

A) ascribed
B) assigned
C) prescribed
D) None of the given answers are correct.

Question 8

Lifestyle is:

A) how one lives.
B) the key determinant of social class.
C) the internal manifestation of social class.
D) the stages one passes through as one ages.

Question 9

Primary motivation dimension reflects the values relating to the objectives and approaches to life that societal members find desirable.

Question 10

SRIC-BI has identified three primary self-orientations, namely ideals, achievement and self-expression.

Question 11

A sex role is a(n) _____________ role.

A) ascribed
B) achievement
C) assigned
D) prescribed

Question 12

Information on the size, distribution and structure of a population is known as geographics.

Question 13

In developing marketing strategies, marketers need to consider:

A) changes in population size and age structure.
B) changes in population distribution and income.
C) changes in occupation and educational levels.
D) all of the given answers.

Question 14

Lifestyle is the stages one passes through as one ages.

Question 15

The most popular application of lifestyle and psychographic research by marketing managers is:

A) Rokeach's Instrumental and Terminal Values.
B) the List of Values (LOV).
C) SBI's VALS.
D) the Psychographic Lifestyle Segments (PLS).

Question 16

Buying-power index is an index that combines an area's population, income, assets and value of retail purchases.

Question 17

With respect to sexual themes used in advertising:

A) men and women react similarly.
B) men are less comfortable in general than women.
C) men are more comfortable in general than women.
D) women are comfortable only if there is no commitment depicted in the ad.

Question 18

Age is a powerful determinant of the consumption of products ranging from beer to toilet paper.

Question 19

The first measuring instrument in psychographic research is the:

A) semantic-differential scale.
B) constant-sum scale.
C) AIO inventory.
D) psychogalvanometer.

Question 20

An achievement role is based on performance criteria over which the individual has no control.

Question 21

The buying-power index (BPI) is an index:

A) of retail sales for Australasia.
B) for a given trading area based on size of population, income and retail sales.
C) of production capacity for various trading areas in Australasia.
D) of buying power based on retail sales and household size.

Question 22

As male shoppers become increasingly involved in shopping for retail products, retail strategy will change by:

A) increasing advertising targeted at men.
B) sales force retraining.
C) redesigned store layout.
D) All of the given answers are correct.

Question 23

A concern in using the VALS typology is that:

A) VALS are individual measures but many consumption decisions are household decisions.
B) VALS may not be useful for non-important purchases such as detergent.
C) most individuals have characteristics of several categories.
D) All of the given answers are correct.

Question 24

Experiencers are best described as:

A) young, impulsive and enthusiastic.
B) impulsive, individualistic and inventive.
C) unsure, low on economic and psychological resources.
D) successful, sophisticated and active.

Question 25

Strivers are best described as:

A) introspective.
B) impulsive, individualistic and inventive.
C) unsure, low on economic and psychological resources.
D) successful, sophisticated and active.

Question 26

The increased participation of women in the workforce has resulted in:

A) changing perceptions, with women seeing themselves in terms of motivation towards work rather than simply as working or non-working.
B) marketers developing brand-positioning strategies for goods and services that appeal to the increasingly diverse women's market.
C) a change in the way VALS has been designed.
D) changing perceptions, with women seeing themselves in terms of motivation towards work rather than simply as working or non-working and marketers developing brand-positioning strategies for goods and services that appeal to the increasingly diverse women's market.

Question 27

Lifestyle:

A) provides the basic motivation for purchases in a direct manner.
B) provides the basic motivation for purchases in an indirect manner.
C) provides guidelines but not predictions for purchases.
D) provides motivations but not determinants for purchases.

Question 28

Demographics are used to describe:

A) subcultures' lifestyles.
B) consumers' values.
C) important aspects of the marketing mix.
D) a population in terms of its size, structure and distribution.

Question 29

'Cohort effect' refers to the fact that:

A) a younger age group may not behave the way a current older group behaves when they reach that age.
B) older people have an influence on younger people.
C) there are changes in the size of age groups over time.
D) All of the given answers are correct.

Question 30

Changes in disposable income can be directly linked to:

A) changes in market demand for non-durable products and essential services.
B) changes in market demand for non-durable products only.
C) changes in population shifts.
D) changes in market demand for durable products and non-essential services.

Question 31

The current way in which males are portrayed in the media:

A) is similar to how men think they really are.
B) is inconsistent and diverse.
C) does not include stereotypes.
D) None of the given answers are correct.

Question 32

Lifestyle is influenced by:

A) demographics and personality.
B) family and values.
C) motives and emotions.
D) all of the given answers.

Question 33

Innovators are best described as:

A) introspective.
B) impulsive, individualistic and inventive.
C) mature, satisfied and comfortable.
D) successful, sophisticated and active.

Question 34

An ascribed role is:

A) based on an attribute over which the individual has no control.
B) one that, once chosen, is permanent.
C) based on an attribute over which the individual has complete control.
D) a secondary role rather than a primary one.

Question 35

The value that Australians place on youth has:

A) increased dramatically in recent years.
B) shown a slow reversal toward more value being placed on age in recent years.
C) decreased dramatically in recent years.
D) remained high in recent years.

Question 36

Ethnicity forms the basis of a population segment:

A) only when members of an ethnic group can be identified.
B) to the extent that their behaviour can be projected to the larger culture of which they are a part.
C) whenever there are consumers of different ethnicities that buy the same product.
D) only when members of that group identify with it and base some of their behaviours on its norms.

Question 37

Which of the following is not a VALS primary motivation?

A) ideals
B) achievement
C) self-expression
D) All of the given answers are VALS primary motivations.

Question 38

The Australian population:

A) has decreased in recent years but is projected to grow in the future.
B) has increased in recent years but is projected to decline in the future.
C) has decreased in recent years and this trend is projected to continue in the future.
D) has increased in recent years and this trend is projected to continue in the future.

Question 39

Retail outlets are:

A) becoming more oriented toward female shoppers.
B) increasingly taking male and child shoppers into consideration when developing strategy.
C) increasingly taking subcultural groups into consideration when developing strategy.
D) not making the changes necessary to adequately meet the needs of today's shopper.

Question 40

A recent survey found that _____ per cent of both males and females believed that 'the family suffered when a woman has a full-time job'.

A) 11
B) 22
C) 44
D) 66

Question 41

According to the text, generation X:

A) will be aged between 34 and 49 years of age in 2014.
B) is less likely to commit to marriage due to rising divorce rates.
C) are the first generation to have been exposed to marketing communications since early childhood.
D) All of the given answers are correct.

Question 42

AIO stands for:

A) activities, interests and opinions.
B) activities, individuals and opinions.
C) actions, interests and opinions.
D) actions, inventory and opinions.

Question 43

Which of the following is not a Mosaic Australia segment?

A) young ambition
B) look at me
C) community disconnect
D) All of the given answers are Mosaic Australia segments.

Question 44

Which of the following is not a VALS segment?

A) experiencers
B) believers
C) activists
D) makers

Question 45

Compared to the youth of earlier generations, the youth market today:

A) does not get bored so quickly.
B) is less intelligent.
C) has higher willingness to spend.
D) is more patient.

Question 46

Tweens:

A) overlap with generation Y.
B) aspire to be adults.
C) exert pester power.
D) want to be like their siblings.

Question 47

What are some of the limitations of psychographic segmentation? Illustrate your answer by using examples.

Question 48

Based on Yankelovich and Meer's (2006) research, for high-level decisions what are: (a) the issues the business wants to address; (b) customers' concerns; and (c) the purposes of segmentation?

Question 49

AORTA:

A) means 'always online and real-time available'.
B) is a strong characteristic of baby boomers.
C) does not mean anything to marketers.
D) means 'aware of other related topics available'.

Question 50

When targeting seniors:

A) avoid products with 'senior-proof' packaging because of arthritis.
B) enlarging text size is a useless tactic.
C) care with the colours used focuses on getting these consumers to identify with their age.
D) None of the given answers are correct.

Question 51

What are exographics, and how can these be used in a firm's marketing strategy?

Question 52

Which of the following is not recommended when marketing to generation X?

A) Be realistic.
B) Be interactive.
C) Promote on the basis of 'hipness'.
D) Use soft-sell tactics.

Question 53

Generation Y members:

A) are expected to increase at twice the rate of the rest of the population over the next decade.
B) are highly likely to live in self-owned property.
C) have been protected by their parents so that they were not too exposed to global changes.
D) None of the given answers are correct.

Question 54

Which are three primary consumer motivations according to SBI?

A) ideals, actions and self-expression
B) image, actions and self-referencing
C) ideals, achievement and self-expression
D) impressionism, activation and self-involvement

Question 55

It is true that:

A) generation X seeks value while generation Y seeks immediate gratification.
B) generation X uses products that help define who they are while generation Y cannot do that.
C) generation Y has confidence and trust in their chosen brands whereas generation X does not relate to the desire to be loyal to brands.
D) None of the given answers are correct.

Question 56

Millennials:

A) do not overlap with generation Y.
B) are particularly unsociable.
C) live a fast-paced life so are more easily affected by limited-time offers than other generations.
D) include those born between 2001 and 2010.

Question 57

Which of the following is not an Australian lifestyle segment developed by Roy Morgan Research?

A) look at me
B) empty nesters
C) something better
D) visible achievers

Question 58

According to the VALS segments stated in your text:

A) 'thinkers' have higher resources than 'strivers' or 'makers' but fewer resources than 'achievers'.
B) 'innovators' are primarily motivated by ideals.
C) 'survivors' are high in innovation.
D) 'thinkers' have higher resources than 'strivers' or 'makers' but fewer resources than 'innovators' and 'innovators' have the highest resources of all the VALS segments.