Question 1

A teenager purchases clothing that will enable her to "fit in" with the fashion style favoured by her friends. In a marketing sense, this could best be described as an example of the teenager's purchase being influenced by:

Accepted Answer

A)  her social role. 
B)  her social status. 
C)  her personality. 
D)  her reference group. 
E)  her culture.

Question 2

An individual who considers themselves an 'Emo' adopts the characteristics, appearance, clothing, attitudes and music of the group. This is an example of a _____________ reference group.

Accepted Answer

A)  social 
B)  aspirational 
C)  membership 
D)  dissociative

Question 3

On a continuum, which of the following would best describe potential consumer decision-making behaviour?

Accepted Answer

A)  Habitual, limited, extended. 
B)  Limited, habitual, extended. 
C)  Limited, extended, habitual. 
D)  Habitual, extended, limited. 
E)  None of the options listed.

Question 4

An individual is exposed to a potentially limitless array of stimuli via their senses. The tendency to actively seek out messages that are pleasant and agreeable is known as:

Accepted Answer

A)  selective distortion. 
B)  selective exposure. 
C)  selective attention. 
D)  selective retention.

Question 5

Which of the following purchase situations would most likely be described as high involvement in terms of consumer decision-making?

Accepted Answer

A)  Weekly supermarket shopping. 
B)  The purchase of familiar products. 
C)  Infrequently purchased, more expensive products. 
D)  Both a and b. 
E)  None of the options listed.

Question 6

Which of the following would not potentially be considered an aspect of a person's culture?

Accepted Answer

A)  Clothing. 
B)  Food. 
C)  Beliefs. 
D)  Customs. 
E)  Age.

Question 7

As an opinion leader within many of the groups you socialise with, marketers are keen for you to buy their products, believing that you will convince others to also buy their products. With regard to the diffusion of innovations theory; to which of the following groups would a marketer most prefer that you belong to?

Accepted Answer

A)  Early adopter. 
B)  Early majority. 
C)  Late majority. 
D)  Laggard. 
E)  Growth.

Question 8

Which of the following statements is incorrect?

Accepted Answer

A)  Marketers can use means such as advertising, personal selling or product packaging in an attempt to stimulate a consumer's recognition of a need or want. 
B)  The consumer decision-making process ends with the consumer's purchase of the product. 
C)  A consumer may use external sources in their information search to solve a problem. 
D)  The criteria that consumers may use to evaluate a product can vary from consumer to consumer. 
E)  None of the above statements is incorrect.

Question 9

Which of the following statements is correct?

Accepted Answer

A)  People's individual purchasing decisions can be influenced by groups. 
B)  Group influences on consumer behaviour comprise social and cultural factors. 
C)  Social factors in consumer behaviour are the influences of other people on an individual's purchasing decisions. 
D)  Cultural factors in consumer behaviour are the influence of values, beliefs and customs of the person's cultural community on an individual's purchasing decisions. 
E)  All of the options listed.

Question 10

A person's socioeconomic status can be dependent upon:

Accepted Answer

A)  income. 
B)  education. 
C)  occupation. 
D)  None of the options listed. 
E)  a, b and c.

Question 11

Which of the following statements is incorrect?

Accepted Answer

A)  Classical conditioning is a cognitive learning theory. 
B)  Classical conditioning describes learning in which behaviour that results in a pleasant experience is likely to be repeated. 
C)  For classical conditioning to be effective, long term repetition of a consistent, simple message is necessary. 
D)  Classical conditioning is most relevant for low-involvement purchases. 
E)  None of the options listed statements is incorrect.

Question 12

Which country or countries below would score lower than Australia or New Zealand on Hofstede's 'individualism' dimension of culture?

Accepted Answer

A)  India. 
B)  Thailand. 
C)  United States. 
D)  Both a and b. 
E)  None of the options listed.

Question 13

During the dissolution stage of the family life cycle, consumers are focused on health, security and financial independence. An example of this stage is:

Accepted Answer

A)  a single person living apart from parent/s. 
B)  a couple without children. 
C)  a single surviving spouse. 
D)  a divorced couple. 
E)  none of the options listed.

Question 14

When deciding where to go for your next holiday, you ask your Facebook friends to suggest possible destinations, relying on their 'word of mouth' feedback. In which stage of the consumer decision making process does 'word of mouth' information have the most influence?

Accepted Answer

A)  Need/want recognition. 
B)  Information search. 
C)  Evaluation of options. 
D)  Purchase. 
E)  Post-purchase evaluation.

Question 15

Demographic characteristics are often the best indicators of consumer behaviour. They are also easy to measure and define. Whilst doing some market research into your customer base, the demographic characteristics you ask about include:

Accepted Answer

A)  lifestyle, age, and personality. 
B)  age, education level, and income. 
C)  personality, income, and age. 
D)  income, age, and lifestyle. 
E)  None of the options listed.

Question 16

Brands like Lynx usually showcase average looking young men, as being incapable and unattractive to women when using competitor deodorants. Then, when these men use Lynx, they are suddenly attractive and swarmed by groups of appealing women. Thus, to showcase that success is achieved via the use of the brand. This is an example of:

Accepted Answer

A)  motivational advertising. 
B)  inadequacy marketing. 
C)  selective attention. 
D)  influencer marketing.

Question 17

Demographic factors include:

Accepted Answer

A)  age, income and personality. 
B)  age, gender and income. 
C)  lifestyle and personality. 
D)  internal drive to satisfy goals.

Question 18

Culture, family and social class are all examples of which broad influence on consumer behaviour?

Accepted Answer

A)  Situational. 
B)  Individual. 
C)  Group. 
D)  Psychological. 
E)  Motivational.

Question 19

You play as part of your local football team. For training, you choose to focus on your own goal of increasing your fitness, rather than the team goal of improved game strategy. In doing so you are displaying a culture of:

Accepted Answer

A)  masculinity. 
B)  uncertainty avoidance. 
C)  independence. 
D)  individualism.

Question 20

McDonalds often launches unique, local products on menus around the world. For example in India they have the Chicken Maharaja Mac which is the localised version of the traditional beef Big Mac. This is an example of a/an:

Accepted Answer

A)  cultural influence. 
B)  social influence. 
C)  individual influence. 
D)  none of the options listed. 
E)  A and C.

Exam 4: Consumer Behaviour

A teenager purchases clothing that will enable her to "fit in" with the fashion style favoured by her friends. In a marketing sense, this could best be described as an example of the teenager's purchase being influenced by:

An individual who considers themselves an 'Emo' adopts the characteristics, appearance, clothing, attitudes and music of the group. This is an example of a _____________ reference group.

On a continuum, which of the following would best describe potential consumer decision-making behaviour?

An individual is exposed to a potentially limitless array of stimuli via their senses. The tendency to actively seek out messages that are pleasant and agreeable is known as:

Which of the following purchase situations would most likely be described as high involvement in terms of consumer decision-making?

Which of the following would not potentially be considered an aspect of a person's culture?

Which of the following statements is incorrect?

Which of the following statements is correct?

A person's socioeconomic status can be dependent upon:

Which of the following statements is incorrect?

Which country or countries below would score lower than Australia or New Zealand on Hofstede's 'individualism' dimension of culture?

During the dissolution stage of the family life cycle, consumers are focused on health, security and financial independence. An example of this stage is:

When deciding where to go for your next holiday, you ask your Facebook friends to suggest possible destinations, relying on their 'word of mouth' feedback. In which stage of the consumer decision making process does 'word of mouth' information have the most influence?

Demographic characteristics are often the best indicators of consumer behaviour. They are also easy to measure and define. Whilst doing some market research into your customer base, the demographic characteristics you ask about include:

Demographic factors include:

Culture, family and social class are all examples of which broad influence on consumer behaviour?

You play as part of your local football team. For training, you choose to focus on your own goal of increasing your fitness, rather than the team goal of improved game strategy. In doing so you are displaying a culture of:

McDonalds often launches unique, local products on menus around the world. For example in India they have the Chicken Maharaja Mac which is the localised version of the traditional beef Big Mac. This is an example of a/an: