Deck 3: Customer Buying Behaviour

Question 1

Bed and breakfasts that specialize in healthy meals and activities focus on advertising their offering in health and fitness magazines because through this medium,their customers are:

A) accessible
B) flexible
C) intransigent
D) stable
E) substantiated

Answer 1

A
Explanation: The best way to reach health enthusiasts is through the medium they use.

Question 2

When consumers go shopping for pleasure,they are seeking to satisfy their:

A) Utilitarian needs
B) Recognition needs
C) Hedonic needs
D) Conflicting needs
E) Complexity needs

Answer 2

C

Question 3

La Senza Girl is a specialty retailer with assortments that are of interest to young teens.La Senza Girl is catering to a particular:

A) consideration set
B) subculture
C) media set
D) psychosocial segment
E) retail market segment

Answer 3

E
Explanation: The teens who shop at LaSenza Girl share the need to have fashionable merchandise catering to their specific interests. Their needs are satisfied by the retail mix offered by La Senza Girl.

Question 4

A retailer in Winnipeg who wants to open a store that will sell surfboards and surfing accessories would most likely have trouble with:

A) competition
B) flexibility
C) media capability
D) rationality
E) size of the market

Question 5

An example of cross-shopping occurs when

A) A shopper buys expensive ski clothing and inexpensive skis
B) The shopper shops for clothing during the week and for food on the weekends
C) A shopper buys several yellow shirts yet only a few black pants
D) A customer shops for 2 or more family members at a time
E) A shopper purchases at different stores within the same mall during the same week

Question 6

Retailers use a variety of approaches to stimulate problem recognition and motivate customers to visit their stores and buy merchandise including all of the following except:

A) Advertising
B) Internet promotions
C) Direct mail
D) Special events
E) Retailers use all of these

Question 7

Many department stores have teen boards to help the retailer understand the fashions and fads of teens.This teen board acts as a ____________________ for other teens to emulate.

A) culture
B) family
C) reference group
D) peer group
E) subculture

Question 8

Why would a store like The Button Emporium selling only buttons be best located in Toronto?

A) A retailer like this locates itself where there are designers who will patronize the shop.
B) Toronto is a large city and can support the retailing mix of the store.
C) More people in Ontario use sewing as a hobby, making it more actionable.
D) The market is easier to identify because of the diversity.
E) None of the statements answer the question.

Question 9

David is starting his first job out of college with a consulting firm and wants to make a good impression on his supervisors.He noticed the attire of the associates when he was interviewed,and decided to mimic them by wearing power suits and Italian shoes.What social factor most influences David's wardrobe?

A) culture
B) family
C) reference group
D) peer group
E) subculture

Question 10

The Tackle Box is a store that sells anything you may need to catch fish including local information about what is running,where it's running and what bait works best.The fishing enthusiasts who rely on the Tackle Box for reliable equipment and information are the retailer's:

A) consideration set
B) demographic set
C) media set
D) psychosocial segment
E) retail market segment

Question 11

Both a weight-loss center and a health club would be pleased to learn that health and fitness,together with individualism,mastery and control,and self-improvement are common values in the ______________ of Canada.

A) experiential base
B) environment
C) civilization
D) society
E) culture

Question 12

Which of the following is not a criterion for evaluating whether a retail market segment is a viable target market?

A) actionability
B) accessibility
C) identifiability
D) media-adaptability
E) size of market segment

Question 13

Home Depot operates home improvement stores in major Canadian cities.Home Depot management has learned that different merchandise is needed to satisfy the different needs of the customers living in different areas of the country.What kind of retail market segmentation has Home Depot used?

A) Race
B) Benefit
C) Geographic
D) Lifestyle
E) Age

Question 14

Which of the following is an example of a subculture in Canada?

A) Asians
B) Westerners
C) Acadians
D) Chinese
E) All of these

Question 15

Which of the following is not a criterion for evaluating retail market segments?

A) accessibility
B) actionability
C) religion
D) size
E) identifiability

Question 16

Tony Hawk is one of many professional skateboarders in the U.S.who compete and showcase their sport for skateboard enthusiasts.These devoted fans imitate the moves and jumps of these athletes to the detriment of their own safety.To skateboard enthusiasts,the Tony Hawk crowd is part of their:

A) culture
B) family
C) reference group
D) peer group
E) subculture

Question 17

Why should retailers understand how families make purchase decisions?

A) Brand choice decisions may be influenced by children and not by the shopper.
B) Children influence family buying decisions.
C) Family purchase decisions consider the needs of all family members.
D) Retailers can attract customers by satisfying needs of all family members.
E) All of these.

Question 18

In the 1960's,bands like the Beatles and the Stones exerted a major influence on culture.Students styled their hair,wore similar clothes,and became socially conscious.Young people looked upon bands like these for inspiration and encouragement.It can be said that such rock groups were a form of:

A) culture
B) family
C) reference group
D) peer group
E) subculture

Question 19

A retail market segment that has _____________ is able to dictate to a retailer what it needs to offer to satisfy the needs of the segment.

A) actionability
B) accessibility
C) durability
D) flexibility
E) identifiability

Question 20

Big and Tall stores select their merchandise assortments for larger men.Men who meet this criterion compose a:

A) retail market segment
B) consideration set
C) demographic set
D) media set
E) psychosocial segment

Question 21

A woman buying perfume for herself and for her granddaughter would have two different perspectives.These differences allow a retailer to segment according to

A) buying situation
B) education
C) income
D) personality
E) social class

Question 22

Lifestyle refers to:

A) the way people live
B) how people spend their time and money
C) consumers' attitudes about the world they live in
D) what activities people pursue
E) all of these

Question 23

Which of the following segmentation methods would be most appropriate for a convenience store retailer?

A) Geographic
B) Buying situation
C) Demographic
D) Benefit sought
E) Personality

Question 24

__________ segmentation is the primary means for segmenting the aging baby boomer retail market.

A) Lifestyle
B) Geographic
C) Benefit sought
D) Psychographic
E) Demographic

Question 25

The Main Game is a retail store that appeals to people who like role-playing games.The store has games,books,and a play area where fanatics can meet and play each other.Since there are no unifying demographics,the store uses ___________ segmentation.

A) product perception
B) demographic
C) lifestyle
D) geographic
E) consumer behaviour

Question 26

Zellers carries Cherokee,a private label.Cherokee provides relaxed,fashionable,ready-to-wear clothing that are more economical than comparable clothing in some of the other department stores.Zellers can use ________________ segmentation to determine its retail market.

A) benefit sought
B) loyalty status
C) demographic
D) geographic
E) usage

Question 27

Kathy's son started school and brought home the supply list.Among the required supplies were green ink pens.Kathy thought that finding boxes carrying only green pens would be difficult until her neighbour informed her that Staples carried packs of twelve.In turn,Kathy shared this information with yet another mother down the block who was also perplexed as to where to purchase the pens.Which of the following approaches should Staples use in defining its market segment?

A) Occupation
B) Family life cycle
C) Geographic
D) Benefit sought
E) Gender

Question 28

The segmentation scheme best described by "birds of a feather flock together" is:

A) buying situation
B) demographic
C) geographic
D) geodemographic
E) lifestyle

Question 29

A store that specializes in Asian groceries and produce would use ______________ segmentation when marketing to the Asian population in Vancouver?

A) lifestyle
B) geographic
C) benefit sought
D) psychographic
E) demographic

Question 30

Which of the following segmentation methods would be most appropriate for a retailer selling apparel to wear to the beach?

A) Geographic
B) Buying situation
C) Demographic
D) Benefit sought
E) Personality

Question 31

The retail market segments for licensed World Wrestling Entertainment shirts,jackets,and hats are 6- to 17-year-old boys,18- to 24-year-old women,and 18- to 44-year-old men.This retail market segment is based on _______________ segmentation.

A) lifestyle
B) geographic
C) demographic
D) psychosocial
E) user status

Question 32

Do It Again Sports has everything the weekend warrior needs to get back into shape at reduced prices.They feature an array of treadmills,weights and sporting gear as well as a friendly,helpful staff.What segmentation method is Do It Again Sports using?

A) Loyalty status
B) Demographic
C) Lifestyle
D) Geographic
E) Attitudes

Question 33

The Sleep Store sells mattresses,pillows,sound machines,and any other item that could enhance a customer's sleep.The store is popular because many people are unable to enjoy a full night's sleep,and Sleep Store offers products that promise comfortable sleep.The Sleep Store therefore uses _____ segmentation.

A) benefit sought
B) demographic
C) geographic
D) lifestyle
E) usage

Question 34

Harley Davidson dealers sell merchandise that interest men in their forties,who are financially able to purchase motorcycles,and aspiring bikers in their teens,who are financially able to purchase sports caps and t-shirts.Harley Davidson would focus on which of the following segmentations?

A) Demographics
B) Feelings and behaviours
C) Geographic
D) Occupation
E) Psychosocial

Question 35

_________ refers to the way people live,how they spend their time and money,what activities they pursue,and what their attitudes and opinions are about the world they live in.

A) Family life cycle
B) Demographics
C) Lifestyle
D) Social class
E) Usage situation

Question 36

Which of the following segmentation methods would be most appropriate for a retailer selling fishing tackle and bait?

A) Personality
B) Buying situation
C) Demographic
D) Benefit sought
E) Lifestyle

Question 37

A cruise ship specializing in entertaining families with children would most likely be using _______________ segmentation to attract business.

A) demographic
B) geographic
C) benefit sought
D) psychographic
E) lifestyle

Question 38

The Grand Casino has identified 2,000 people it categorizes as high rollers.Since the casino people contend that there are no unifying demographics that can be used to identify a high roller,what sort of segmentation must they be using?

A) Social class and income
B) Occupation, perceived risk, and social class
C) Occupation, education, and lifestyle
D) Lifestyle
E) Occupation, education, and geographic

Question 39

Which of the following segmentation methods would be most appropriate for a retailer selling men's apparel?

A) Geographic
B) Buying situation
C) Demographic
D) Benefit sought
E) Personality

Question 40

Which of the following segmentation methods would be most appropriate for a retailer selling CDs?

A) Geographic
B) Buying situation
C) Demographic
D) Benefit sought
E) Personality

Question 41

What segmentation method would a national retail chain use to sell paints custom designed for the various regions of the Canada?

Question 42

Culture is the meaning and values shared by most members of a(n)__________.

Question 43

A(n)________________ is one or more persons who use feelings or behaviours as a basis of comparison for beliefs.

Question 44

What kind of segmentation would the merchandising department at Disney World use when stocking merchandise in their Main Street stores? Why?

Question 45

According to a recent study by PricewaterhouseCoopers and TNS Retail Forward,"Retailing 2015: New Frontiers",which of the following is NOT considered a consumer mind-set mega trend?

A) Consumers being interconnected
B) Consumers being in control
C) Consumers being indulgent
D) Consumers demanding international readiness
E) Consumers demanding more individualized products and services

Question 46

What type of segmentation is being used by a 24-hour pharmacy?

Question 47

Why are retailers not always able to use demographics for market segmentation?

Question 48

The most important reference group is the consumer's _________________.

Question 49

What does it mean when a retailer says that she wants to find a retail market segment that has actionability?

Question 50

List five possible retail market segments for athletic shoes.

Question 51

What does it mean when a retailer says that she wants to find a retail market segment that is accessible?

Question 52

Why is it important for retailers to understand how families make purchase decisions?

Question 53

How do reference groups affect buying decisions?

Question 54

Sears sells Craftsman tools which come with a lifetime warranty.If you break one,just return it to the store,and Sears will replace the broken tool with a new one.What kind of segmentation is Sears using?

Question 55

Composite segmentation defines target markets in terms of

A) demographics
B) lifestyle
C) benefit sought
D) both demographics and lifestyle
E) all of these

Question 56

Customers who spend 40 minutes in a store are more than twice as likely to:

A) buy as someone who spends 30 minutes, and they typically buy twice as many items
B) leave the store empty handed as someone who spends 10 minutes
C) buy as someone who spends 10 minutes, and they typically buy twice as many items
D) browse the store and then leave empty handed as someone who spends 10 minutes
E) All of these answers are correct

Question 57

What are four criteria for evaluating whether a retail segment is a viable target market?

Question 58

Retailers want to reduce the number of abandoned shopping carts by making it easier to purchase merchandise.What steps can a retailer take to reduce abandoned carts-both in-store and on-line?

Question 59

The buying process,the steps consumers go through when buying a product or service,begins when customers recognize a(n)_________________________.

Question 60

Why do retailers use composite segmentation?

A) Benefit segmentation does not identify the customers' needs.
B) Geographic segmentation creates an unmanageable retail market.
C) Demographic segmentation identifies customers but not their needs.
D) Demographic segmentation makes it impossible to attract people who do not fit into the demographic categories used.
E) Benefit segmentation requires the application of complex statistical forecasting.