Deck 3: Consumer Behaviour and Target Audience Decisions

Question 1

Dara Smith looked at articles in Consumer Reports magazine and asked the salesperson at Future Shop many questions before purchasing a stereo receiver.These activities are examples of:

A) internal search
B) external search
C) post purchase evaluation
D) problem clarification

Answer 1

B

Question 2

Lower level needs such as hunger and thirst are important to marketers because these needs:

A) are the hardest to satisfy
B) are an ongoing source of motivation for most consumer purchase behaviour
C) offer marketers a basis for differentiating their products
D) are the source for most market development strategies

Answer 2

B

Question 3

_____ is the process by which an individual receives,selects,organizes,and interprets information to create a meaningful picture of the world.

A) Information search
B) Problem solving
C) Perception
D) Integration

Answer 3

C

Question 4

_____ are factors that compel or drive a consumer to take a particular action.

A) Motives
B) Impulses
C) Wants
D) Temptations

Question 5

Recent research suggests that influential members who are active within __________ could be an effective avenue for targeting.

A) social media
B) church communities
C) frequent shoppers memberships
D) online dating sites

Question 6

_____ is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives.

A) Internal search
B) External search
C) Alternative evaluation
D) Post purchase evaluation

Question 7

Daria is listening to music on her car radio.When a commercial comes on,she changes the station.Daria is engaging in:

A) selective attention
B) selective exposure
C) selective retention
D) subliminal perception

Question 8

Oral B markets an indicator toothbrush that reminds consumers when they need to replace their old worn brushes.This strategy is focused to reach consumers at which stage of the consumer decision making process?

A) Need recognition
B) Internal search
C) Alternative evaluation
D) Purchase

Question 9

Perception is an important consideration for ad creation.Obsession perfume used scent strips in its ads and a caterer mailed free samples to potential clients to influence _____ and to increase the probability that the ad will be noticed.

A) the level of sensory input
B) consumer personality
C) perception retrieval
D) subliminal perception

Question 10

According to Abraham Maslow's hierarchy of needs theory,the highest level of needs are ______ needs.

A) physiological
B) social
C) self-actualization
D) esteem

Question 11

The headline for the Allstate Flood Insurance program ad reads,"There's a chance of flooding in your area.Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ______ needs as defined by Maslow's hierarchy.

A) physiological
B) social
C) esteem
D) safety

Question 12

_____ is the process and activities that people engage in when searching for,selecting,purchasing,using,evaluating and disposing of products and services so as to satisfy their needs and desires.

A) Exchange
B) Consumer behaviour
C) Conspicuous consumption
D) Learning

Question 13

The market for cereal seems saturated,but still cereal companies continue to develop new offerings.Which of the following best explains why Quaker found it necessary to develop and market red and green coloured Cap'n Crunch for the Christmas season?

A) Consumer's novelty-seeking behaviour
B) To satisfy a physiological need
C) To broaden the marketer consideration set
D) To balance any product deletion

Question 14

On a trip to Halifax,Myra experienced car trouble.She knew she needed to find a good mechanic,so she asked the advice of the people running the motel where she was staying.She also called the local Better Business Bureau for help and looked in the local yellow pages.Finally,she called a friend who used to live in Halifax for his recommendation.Myra was obviously engaged in which stage of the consumer decision making process?

A) Need recognition
B) Information search
C) Alternative evaluation
D) Purchase decision

Question 15

_____ is the first stage in the consumer decision making process.

A) Internal search
B) External search
C) Need recognition
D) Alternative evaluation

Question 16

One study estimates that the consumer is potentially exposed to nearly 1500 ads per day,yet perceives only 76 of these messages._____ accounts for this phenomenon

A) selective attention
B) selective exposure
C) subliminal perception
D) selective comprehension

Question 17

Consumer behaviour is defined as:

A) conspicuous consumption
B) the process people engage in when searching, selecting, and using products and services that they need
C) the act of physically purchasing a product
D) the act of making a final decision as to which product to purchase

Question 18

Yonique was a beverage made from yogurt.It was similar in consistency to a milkshake,but made with yogurt instead of milk.Even though its marketers tried to use marketer-induced need recognition,the product failed in large measure because:

A) consumers did not see a need for the product
B) marketers cannot induce need recognition
C) consumers do not engage in novelty-seeking behaviour
D) need recognition does not occur with new products

Question 19

Richard loves his car and does everything necessary to keep the vehicle in top running condition.When he heard a strange popping noise under the hood,he knew that the car needed the services of a mechanic.At this point,Richard was in the _____ stage of the consumer decision-making process.

A) internal search
B) need recognition
C) external search
D) post-purchase evaluation

Question 20

Young consumers who were surveyed found great difficulty in:

A) finding brands to purchase online.
B) comparing online and bricks-and-mortar products and prices.
C) the act of physically purchasing a product.
D) recalling any brands advertising on Facebook or Twitter.

Question 21

The perception process whereby consumers interpret information based on their own attitudes,beliefs,motives,and experiences is known as:

A) selective exposure
B) selective comprehension
C) selective retention
D) subliminal perception

Question 22

Maxwell House Coffee ads emphasize consumers' overall emotional impressions of the brand with its "Good to the last drop" slogan.Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee.This is an example of a marketer using:

A) the affect referral decision rule
B) cognitive input/output
C) psychosocial consequences
D) non-qualitative evaluative criteria

Question 23

The Energizer bunny,the golden arches of McDonald's,and the Mr.Peanut character used by Planters' Peanuts are all examples of:

A) cues
B) persuaders
C) trigger points
D) mnemonics

Question 24

A judgement that consumers make with respect to the pleasurable level of consumption-related fulfillment is more simply known as:

A) subliminal choice.
B) satisfaction.
C) brand loyalty.
D) positive reinforcement.

Question 25

_____ is a preference for a particular brand that results in its repeated purchase.

A) A purchase intention
B) Satisfaction
C) Cognitive dissonance
D) Brand loyalty

Question 26

Marketers strive to develop and maintain brand loyalty by doing all of these things EXCEPT:

A) reducing reminder advertising expenditures
B) maintaining prominent shelf positions and displays in stores
C) running periodic promotions to deter customers from switching brands
D) using loyalty programs such as Air Miles

Question 27

Concrete outcomes of product usage that are tangible and directly related to product performance are:

A) experiential benefits
B) psychological benefits
C) functional benefits
D) evaluative proofs

Question 28

Every afternoon at about 3 o'clock,Neil buys a cold drink.He either buys a Coca-Cola,a Mountain Dew,or a Minute Maid lemonade.He will not buy any other brand or type of soft drink because the three drinks make up his:

A) decision criteria
B) brand attribution list
C) evoked set
D) subliminal choices

Question 29

An example of functional benefit is:

A) the taste of a soft drink
B) the number of people you know who own the brand
C) the product photo in a magazine ad
D) the model number of a plasma TV

Question 30

Bryan Nixon owns several apartments.Having tried some other appliance brands in his rental apartments and been dissatisfied with their short life span,Nixon will now only purchase Maytag brand appliances to go into his apartments.Nixon's repeat purchases of Maytag appliances indicate:

A) the existence of cognitive dissonance.
B) the absence of any affect referral decision rule.
C) strong brand loyalty.
D) extensive decision making and strong psychosocial consequences.

Question 31

_____ is a construct or notion that represents an individual's overall feelings or evaluation of an object.

A) A motive
B) A need
C) A perception
D) An attitude

Question 32

The brands identified by the consumer as purchase options to be considered is called a(n):

A) evoked set.
B) decision criteria.
C) brand attribution list.
D) choice subset.

Question 33

_____ occurs when Betty elects to read only the book section of the National Post Saturday newspaper and not look at the other sections of the paper.

A) Selective attention
B) Selective exposure
C) Selective retention
D) Subliminal perception

Question 34

Information such as product knowledge,meanings,and beliefs is combined to evaluate alternatives through:

A) motive stimulation
B) subliminal perception
C) integration processes
D) affective reasoning

Question 35

Simplified decision rules such as "Always buy the largest size of the cheapest priced detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are called:

A) formal integration strategies
B) heuristics
C) formalized group norms
D) problem-solving consequences

Question 36

Advertising for Hilton Hotels tells consumers they can make a reservation by calling 1-800-HILTONS.The telephone number is based on:

A) a subliminal technique
B) classical conditioning
C) reinforcement theory
D) a mnemonic

Question 37

_____ is a predisposition to buy a certain brand.

A) A purchase decision
B) A purchase intention
C) Affective behaviour
D) Satisfaction

Question 38

Symbols,rhymes,association,and images that assist in the learning and memory processes are known as:

A) cues
B) mnemonics
C) trigger points
D) persuaders

Question 39

_____ refer to specific events or outcomes that consumers experience when a product or service is purchased and/or consumed.

A) Evaluative criteria
B) Attribute assignments
C) Dissonance motives
D) Consequences

Question 40

Digital technology such as NFC used in in-store communication continues to improve the shopping experience.What does NFC stand for?

A) Need For Cash
B) Near Field Communication
C) Nano Force Communication
D) Net Fast Cash

Question 41

Ads for consumer finance companies are often aimed at people making $25,000 or less annual salaries.Consumer finance companies are using _____ segmentation.

A) geographic
B) demographic
C) lifestyle
D) behaviouristic

Question 42

An ad for a travel agency offers trips especially designed for grandparents and their grandchildren to enjoy together.This example illustrates the use of _____ segmentation.

A) geographic
B) demographic
C) lifestyle
D) behaviouristic

Question 43

Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:

A) routine response behaviour
B) limited problem solving
C) extended problem solving
D) cognitive learning

Question 44

A product manager for a new brand of laundry detergent must:

A) increase problem recognition for detergent purchases
B) interrupt consumers' routine choice behaviour and get them to consider a new brand
C) maintain a lower price than competitors
D) create pioneering advertising

Question 45

Which of the following is the LEAST effective potential basis for segmenting the consumer market for bran muffin mixes?

A) age
B) rate of use of muffin mixes
C) home ownership
D) lifestyle

Question 46

Lester's Smoked Meat is very popular in Montreal,but not as popular in the rest of Canada.Given this information,Lester's should use _____ segmentation.

A) demographic
B) personality
C) geographic
D) behaviouristic

Question 47

An ad for Nivea skin cream which is used by women states that the cream allows you to "give your skin back its own wrinkle control." This ad is using _____ segmentation.

A) behaviouristic and benefit
B) benefit and demographic
C) psychographic and behaviouristic
D) demographic and psychographic

Question 48

Reference groups to which one would like to belong are called _____ groups.

A) aspirational
B) associative
C) acquisitive
D) integrated

Question 49

All of the following are demographic factors EXCEPT:

A) age
B) family size
C) income
D) product usage

Question 50

Reference group members play many roles in the purchase decision-making process.Which of the following is NOT one of those roles?

A) The initiator
B) The associate
C) The influencer
D) The consumer

Question 51

Division of the market based on age,sex,family size,income,and other measurable characteristics is known as:

A) demographic segmentation
B) psychographic segmentation
C) quantified aggregation
D) lifestyle aggregation

Question 52

For which of the following products is the consumer most likely to experience cognitive dissonance?

A) Chewing gum
B) Diamond engagement ring
C) Light bulbs
D) Garden fertilizer

Question 53

A group whose presumed perspective or values are used by an individual as the basis for his judgments,opinions,and actions is a:

A) subculture
B) social class
C) reference group
D) demographic group

Question 54

_____ divides a market on the basis of lifestyles.

A) Leisure marketing
B) Psychographic segmentation
C) Benefit segmentation
D) Behaviouristic segmentation

Question 55

A feeling of post-purchase doubt or psychological tension that a consumer experiences after making a difficult purchase choice is called:

A) subliminal anxiety.
B) dissatisfaction.
C) cognitive dissonance.
D) negative reinforcement.

Question 56

A reference group to which one does not wish to belong is a _____ group.

A) disassociative
B) disconnected
C) confrontational
D) segregated

Question 57

When television stations sell advertising time based on age categories of viewers,they are using _____ segmentation.

A) demographic
B) psychographic
C) geographic
D) behaviouristic

Question 58

For which of the following situations is a consumer's purchase behaviour likely to be characterized by extended problem solving?

A) The purchase of a laundry detergent.
B) The purchase of a new pair of running shoes by a consumer who runs regularly.
C) The selection of a restaurant for lunch with friends.
D) The first time purchase of a personal computer by a student with no prior knowledge of PCs.

Question 59

The first step in the target market process is to:

A) select a target market
B) segment the market
C) determine the marketing positioning strategy
D) develop new products

Question 60

The market segmentation process:

A) divides a market into distinct groups that have heterogeneous needs
B) divides a market into distinct groups that will respond similarly to marketing actions
C) identifies markets with unfulfilled needs
D) positions products in the minds of prospects and customers

Question 61

Psychographic segmentation considers values and lifestyle attributes based on an analysis of consumers' AIOs.This stands for:

A) Actual involvement and openness to new brands
B) Activities, interests and opinions
C) Attitudes, initiatives and options
D) Aspirations, inhibitions and other psychological barriers

Question 62

The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse him or herself in the joys of gardening for a week and take classes with horticulturists.This is an example of _____ segmentation.

A) psychographic
B) demographic
C) behaviouristic
D) usage

Question 63

An advertising campaign stating that BMW "outperforms most cars on the road even before you step on the accelerator" is an example of _____ segmentation.

A) benefit
B) demographic
C) usage
D) VALS

Question 64

_____ are customers that buy the main brand,but also buy another brand in the product category within a given relevant time period.

A) Brand loyalists
B) Favourable brand switchers
C) Other brand switchers
D) New category users

Question 65

_____ segmentation is the grouping of customers on the basis of attributes sought in a product.

A) Benefit
B) Usage
C) VALS
D) Lifestyle

Question 66

Volvo's strategy of emphasizing the safety of its cars in its advertising reflects a positioning strategy based on:

A) benefit segmentation
B) psychographic segmentation
C) positioning by price/quality
D) positioning by product class

Question 67

Bell Canada uses _____ segmentation to segment consumers in terms of how much leisure telephone calling they do.

A) behaviouristic
B) lifestyle
C) demographic
D) VALS

Question 68

Research shows that about two-thirds of the new insurance policies Prudential sells will be to current policyholders.This information indicates a ______ segmentation would be appropriate for Prudential to use along with demographic and psychographic segmentation.

A) benefit
B) geographic
C) behaviouristic
D) VALS

Question 69

If an ad uses language or references to a lifestyle that is unfamiliar to the ____,there is less likelihood of it influencing in the direction intended.

A) consumer
B) end user
C) family size
D) target audience

Question 70

Oftentimes,changes in one's life lead a consumer to purchase products they have not used before.These consumers are considered to be:

A) brand explorers
B) favourable brand switchers
C) window shoppers
D) new category users

Question 71

_____ is the complexity of learned values,norms,and meanings shared by members of a society.

A) Instinct
B) Culture
C) Learning
D) Motivation

Question 72

Jeff runs several times a week and believes that Nike running shoes are the best for his running style and the shape and size of his foot.Puma may consider it inefficient to advertise to Jeff because they consider him to be:

A) a picky consumer
B) a favourable brand switcher
C) an other brand loyal
D) unable to impress with their unique product features

Question 73

_____ refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles,values,norms,interests,and behaviours can be grouped.

A) Social class
B) Target market
C) Market segment
D) Culture

Question 74

The fact that some consumers want a toothpaste that fights cavities while others want a toothpaste that freshens their breath and whitens their teeth provides an opportunity for _____ segmentation in the toothpaste market.

A) behaviouristic
B) benefit
C) psychographic
D) demographic

Question 75

Which of the following bases for segmentation is employed when consumers are grouped according to their use of a product or service (heavy versus light)?

A) Behaviouristic
B) Benefit
C) Lifestyle
D) Needs

Question 76

Developing a(n)________ allows the message to be more precisely delivered in a medium that has a higher proportion of the target audience.

A) detailed profile of the target market
B) study of consumer attitudes
C) evaluation of past promotional activity
D) substantial promotional budget

Question 77

_____ segmentation divides consumers into groups according to their usage,loyalties,or buying responses to a product.

A) Benefit
B) Demographic
C) Behaviouristic
D) Psychographic

Question 78

_____ segmentation has been increasingly accepted with the advent of the values and lifestyles (VALS)program.

A) Demographic
B) Psychographic
C) Benefit
D) Behaviouristic

Question 79

Psychographic segmentation considers each of the following variables EXCEPT:

A) culture
B) social class
C) personality
D) spending ability

Question 80

Campbell's Soup wishes to maintain consistent consumer purchase and consumption behavior without having to advertise too often or too heavily.They should focus their communications on:

A) brand loyalists
B) favourable brand switchers
C) other brand switchers
D) new category users