Deck 5: Consumer Markets and Consumer Buyer Behavior

Question 1

Which of the following is a marketing stimuli?

A) economic stimuli
B) price stimuli
C) technological stimuli
D) social stimuli
E) cultural stimuli

Answer 1

B

Question 2

Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.

A) cultural universals
B) reference groups
C) subcultures
D) monocultures
E) social networks

Answer 2

C

Question 3

Which of the following statements is true of social classes?

A) Social classes are society's temporary divisions.
B) Members of a social class have unique and distinct values, interests, and behaviors.
C) People within a social class tend to exhibit similar buying behavior.
D) Income is the single factor that determines social class.
E) Social classes universally exhibit identical product and brand preferences.

Answer 3

C

Question 4

Which of the following statements is true regarding social classes in the United States?

A) Social class is determined by income alone.
B) Lines between social classes in the United States are fixed and rigid.
C) Social classes show distinct product preferences in clothing and automobiles.
D) Wealth is more critical than education level in measuring social class.
E) People are relegated to a permanent social class in the United States.

Question 5

Although more price-conscious than other population segments, ________ consumers tend to be strongly motivated by quality and selection, and give importance to brands.

A) lower upper
B) African American
C) Asian American
D) Filipino
E) working class

Question 6

Marketing stimuli consist of the four Ps. Which of the following is NOT one of these?

A) product
B) packaging
C) price
D) promotion
E) place

Question 7

Which of the following best describes divisibility of an innovation that influences the rate of adoption?

A) It is the degree to which the innovation is difficult to understand.
B) It is the degree to which the results of using the innovation can be observed or described to others.
C) It is the degree to which the innovation appears superior to existing products.
D) It is the degree to which the innovation may be tried on a limited basis.
E) It is the degree to which the innovation fits the values and experiences of potential consumers.

Question 8

Which of the following statements is true of cultural factors that influence consumer behavior?

A) Cultural influences on buying behavior are identical across countries.
B) Social classes show distinct product and brand preferences in areas such as clothing and travel.
C) Subcultures include nationalities and racial groups, but exclude religions.
D) Subcultures are groups within which each individual has a unique and distinct value system.
E) Hispanic Americans and African Americans are examples of racially-segregated groups and not subcultures.

Question 9

In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment?

A) economic
B) technological
C) social
D) political
E) cultural

Question 10

________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.

A) Social classes
B) Societal norms
C) Reference groups
D) Universal cultures
E) Social networks

Question 11

Which of the following is one of the other stimuli present in a buyer's environment apart from a marketing stimuli?

A) product stimuli
B) cultural stimuli
C) price stimuli
D) place stimuli
E) promotion stimuli

Question 12

Which consumer group tends to show more brand loyalty and make shopping a family event, with children having a big say in the purchase decision?

A) Hispanic Americans
B) African Americans
C) Arabs
D) working class consumers
E) lower class consumers

Question 13

________ is the most basic determinant of a person's wants and behavior.

A) Culture
B) Brand personality
C) Cognitive dissonance
D) Caste
E) Selective perception

Question 14

________ consumers are the most affluent U.S. demographic segment and are expected to have an annual buying power approaching $775 billion by 2015.

A) Hispanic American
B) African American
C) Asian American
D) Silent Generation
E) Generation X

Question 15

Which of the following product characteristics refers to the degree to which the innovation appears superior to existing products?

A) compatibility
B) divisibility
C) communicability
D) relative advantage
E) complexity

Question 16

According to the model of buyer behavior, which of the following is one of the two primary parts of a "buyer's black box"?

A) technological stimuli
B) buyer's decision process
C) buyer's spending habits
D) social stimuli
E) promotion stimuli

Question 17

Many companies use several ethnically specific themes in their mainstream marketing strategy. This is because several marketers have realized that insights gleaned from ethnic consumers can influence their broader markets. This type of marketing is known as ________.

A) cross-cultural marketing
B) buzz marketing
C) social media marketing
D) ambush marketing
E) ethical marketing

Question 18

________ consumers are one of the fastest-growing U.S. population subsegments and are expected to surge to nearly 30 percent of the total U.S. population by 2050.

A) African American
B) Hispanic American
C) Asian American
D) Baby Boomer
E) Millennial

Question 19

All the individuals and households that buy or acquire goods and services for personal consumption make up the ________.

A) consumer market
B) market offering
C) market mix
D) subculture
E) social class

Question 20

Family is one of the ________ factors that influence consumer behavior.

A) regional
B) social
C) personal
D) psychological
E) business

Question 21

Facebook and Second Life are both examples of ________.

A) brand alliances
B) opinion leaders
C) social networks
D) early adopters
E) market mavens

Question 22

Which of the following is characteristic of online social networks?

A) use of one-way communication techniques
B) negligible adoption rates
C) guaranteed positive results
D) easy methods to measure results
E) user-controlled content

Question 23

A person's buying choices are influenced by four major psychological factors. Which of the following is NOT one of these factors?

A) motivation
B) perception
C) association
D) learning
E) beliefs

Question 24

A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.

A) stimulus
B) perception
C) culture
D) motive
E) tradition

Question 25

Which of the following terms refers to a specific mix of human traits that may be attributed to a particular brand?

A) brand perception
B) brand identity
C) brand personality
D) brand concept
E) brand equity

Question 26

Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities-that is, "we are what we consume." According to this premise, consumers ________.

A) buy products to support their self-images
B) rarely identify with brand personalities
C) are affected by opinion leaders
D) compare product brands
E) conduct primary research

Question 27

________ refers to the unique psychological characteristics that distinguish an individual or group.

A) Groupthink
B) Belief
C) Perception
D) Personality
E) Self-awareness

Question 28

________ are ambassadors who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards.

A) Leading adopters
B) Brand evangelists
C) Surrogate consumers
D) Market mavens
E) Innovators

Question 29

According to Freud, a person's buying decisions are primarily affected by ________.

A) family influences
B) societal expectations
C) brand images
D) cultural norms
E) subconscious motives

Question 30

________ is a person's pattern of living as expressed in his/her psychographics, and it includes the individual's activities, interests, and opinions.

A) Personality
B) Culture
C) Lifestyle
D) Motive
E) Social class

Question 31

Companies that use brand ambassadors are most likely involved in ________ marketing.

A) ambush
B) spam
C) buzz
D) viral
E) database

Question 32

________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers.

A) Membership groups
B) Aspirational groups
C) Leading adopters
D) Laggards
E) Disassociative groups

Question 33

Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal for hiking and other outdoor activities. Which of the following brand personalities could be best associated with the new brand?

A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness

Question 34

What is the most important consumer buying organization in society?

A) family
B) social class
C) membership group
D) subculture
E) reference group

Question 35

A ________ consists of the activities an individual is expected to perform according to the people around him/her.

A) motive
B) role
C) lifestyle
D) life cycle
E) perception

Question 36

Opinion leaders are also referred to as ________.

A) influentials
B) lower uppers
C) innovators
D) laggards
E) surrogate consumers

Question 37

In the context of the AIO dimensions for measuring consumers' lifestyles, "A" stands for ________.

A) activities
B) achievements
C) admirations
D) attitudes
E) associations

Question 38

A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.

A) personal characteristics
B) stereotypes
C) perceptions
D) attitudes
E) psychographics

Question 39

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.

A) Opinion leaders
B) Innovators
C) Surrogate consumers
D) Stealth marketers
E) Laggards

Question 40

Consumer information provider PersonicX uses a life-stage segmentation system that places U.S. households into one of 21 different life-stage groups. According to PersonicX's groups, which of the following refers to the group consisting of young, energetic, well-funded couples and young families who are busy with their careers, social lives, and active recreation?

A) Taking Hold
B) Beginnings
C) Transition Times
D) Our Turn
E) Golden Years

Question 41

A(n) ________ is a descriptive thought that a person has about something.

A) lifestyle
B) motive
C) belief
D) attitude
E) cognition

Question 42

Which of the following consumer buying behaviors is related to conditions of low-consumer involvement and little significant brand difference?

A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) consumer capitalism

Question 43

________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

A) Perception analysis
B) Subliminal analysis
C) Motivation research
D) Need recognition
E) Market segmentation

Question 44

When customers have a low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________.

A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) consumer ethnocentrism

Question 45

Maslow's theory is that ________ can be arranged in a hierarchy.

A) marketing stimuli
B) personal beliefs
C) perceptions
D) human needs
E) decisions

Question 46

The buyer decision process consists of five stages. Which of the following is NOT one of these stages?

A) need recognition
B) information search
C) conspicuous consumption
D) purchase decision
E) postpurchase behavior

Question 47

In the context of product characteristics that influence the rate of adoption, ________ refers to the degree to which the innovation fits the values and experiences of potential consumers.

A) communicability
B) relative advantage
C) compatibility
D) complexity
E) divisibility

Question 48

According to Maslow's hierarchy of needs, which of the following is the LEAST pressing need?

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

Question 49

________ are minor stimuli that determine where, when, and how a person responds to an idea.

A) Cues
B) Drives
C) Reinforcers
D) Cognitions
E) Impulses

Question 50

________ means that consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands.

A) Selective attention
B) Selective retention
C) Cognitive dissonance
D) Selective distortion
E) Cognitive bias

Question 51

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________.

A) alternative evaluation
B) subliminal advertising
C) selective retention
D) cognitive dissonance
E) selective communication

Question 52

When consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands, they most likely will exhibit ________.

A) habitual buying behavior
B) complex buying behavior
C) impulse buying behavior
D) dissonance-reducing buying behavior
E) consumer capitalism

Question 53

________ describes changes in an individual's behavior arising from experience.

A) Lifestyle
B) Learning
C) Perception
D) Cognitive dissonance
E) Selective attention

Question 54

A marketing research company asked members of a focus group to describe several brands as animals. This is an example of ________.

A) brand strength analysis
B) interpretive consumer research
C) quantitative research
D) buzz marketing
E) brand extension

Question 55

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

A) Motivation
B) Perception
C) Dissonance
D) Learning
E) Self-actualization

Question 56

People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he is exposed is called ________.

A) subliminal retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive inertia

Question 57

When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will exhibit ________.

A) consumer capitalism
B) complex buying behavior
C) consumer ethnocentrism
D) dissonance-reducing buying behavior
E) variety-seeking buying behavior

Question 58

Which of the following is NOT part of Maslow's hierarchy of needs?

A) physiological needs
B) safety needs
C) spiritual needs
D) esteem needs
E) social needs

Question 59

People tend to interpret new information in a way that will support what they already believe. This is called ________.

A) selective retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive bias

Question 60

A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

A) lifestyle
B) motive
C) belief
D) attitude
E) perception

Question 61

Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher parental divorce rates, recession, and corporate downsizing. They tend to care about the environment and value experience over acquisition. Generation Xers make up a ________.

A) subculture
B) social class
C) social network
D) life-cycle stage
E) lifestyle

Question 62

Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for the latest fashion at great deals. Most of her friends and colleagues follow her fashion tips. Rachel portrays the image of a(n) ________.

A) surrogate consumer
B) laggard
C) opinion leader
D) brand personality
E) social networker

Question 63

According to a customer, a Harley-Davidson motorcycle can make one feel like "the toughest, macho guy on the block." Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a(n) ________.

A) motive
B) life-cycle stage
C) self-concept
D) brand personality
E) self-actualization need

Question 64

James has decided to buy a new vehicle. His brother John has recently purchased a new truck and recommends the same model to James. James finally decides to buy the same truck. Which of the following sources of information has most likely influenced James' purchase decision?

A) experiential sources
B) public sources
C) personal sources
D) commercial sources
E) market mavens

Question 65

Almost all major purchases result in ________, or discomfort caused by postpurchase conflict.

A) need recognition
B) cognitive dissonance
C) consumer ethnocentrism
D) conspicuous consumption
E) consumer capitalism

Question 66

The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.

A) perceived performance
B) brand personality
C) market reach
D) consumer market
E) market share

Question 67

The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.

A) commercial
B) public
C) experimental
D) personal
E) attitudinal

Question 68

Marketers describe the way a consumer processes information to arrive at brand choices as ________.

A) alternative evaluation
B) information search
C) impulse buying
D) consumer capitalism
E) cognitive dissonance

Question 69

The latest trend in the United States involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in ________ is one of the reasons for the increasing demand for organic ingredients.

A) self-concept
B) subculture
C) lifestyle
D) personality
E) life-cycle

Question 70

Relative advantage, compatibility, complexity, divisibility, and communicability are all characteristics of ________.

A) alternative evaluations
B) the degree of buyer involvement
C) a product's rate of adoption
D) unexpected situational factors
E) postpurchase behaviors

Question 71

Which of the following is the adoption process stage at which the consumer considers whether trying the new product makes sense?

A) awareness
B) interest
C) evaluation
D) adoption
E) trial

Question 72

John has decided to buy a particular smartphone that his friend recommended. Which of the following sources of information has most likely influenced John's purchase decision?

A) laggards
B) commercial sources
C) public sources
D) personal sources
E) market mavens

Question 73

After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________.

A) consumer capitalism
B) alternative evaluation
C) postpurchase behavior
D) consumer ethnocentrism
E) information searches

Question 74

When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________.

A) selective retention
B) selective attention
C) selective distortion
D) cognitive dissonance
E) consumer ethnocentrism

Question 75

Which of the following is the final stage in the new product adoption process?

A) awareness
B) adoption
C) evaluation
D) interest
E) trial

Question 76

Consumers learn about new products for the first time and make the decision to buy them during the ________.

A) need recognition stage
B) adoption process
C) evaluation process
D) trial process
E) quality assessment stage

Question 77

Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors?

A) economic risks
B) attitudes of others
C) cognitive dissonance
D) alternative evaluation
E) buyer's remorse

Question 78

If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake ________.

A) consumer ethnocentrism
B) buyer's remorse
C) a need recognition
D) an information search
E) cognitive dissonance

Question 79

The buying decision process starts with ________, in which the buyer spots a problem.

A) need recognition
B) information search
C) impulse purchases
D) buyer's remorse
E) alternative evaluation

Question 80

A shoe manufacturing company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a ________ to the band's fans.

A) membership group
B) reference group
C) status symbol
D) subculture
E) lifestyle