Deck 6: Understanding Consumer and Business Buyer Behaviour

Question 1

Most companies research consumer buying decisions in great detail to understand __________.
consumer needs
what, where, how, when, why consumers buy, as well as how much they typically pay
consumer wants
consumer characteristics
consumer attitudes

Answer 1

what, where, how, when, why consumers buy, as well as how much they typically pay

Question 2

Which of the following do marketers consider as a major Canadian subculture?
Hispanic Canadians
Carib-African Canadians
geographically grouped consumers
Irish Canadians
Inuit

Answer 2

geographically grouped consumers

Question 3

________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviours.
Social classes
Cultures
Reference groups
Attitudes
Lifestyles

Answer 3

Social classes

Question 4

The third largest visible minority identified themselves as ________ in the 2006 Canada census.
Asian
Hispanic
Black
Gen Xers
East Indian

Question 5

Increasingly this group of consumers are making their voices heard in the political arena and the marketplace.
Aboriginal Canadians
African Canadians
French Canadians
mature Canadians
youth

Question 6

The consumer market is made up of which of the following?
individuals who acquire goods or services for personal consumption
households that purchase goods or services for personal consumption
businesses that purchase goods and services
A and B
all of the above

Question 7

Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.
alternative evaluations
cognitive dissonances
subcultures
social classes
occupations

Question 8

According to the authors, which of the following statements is true regarding social class in Canada?
Social class is more important in Canada than other countries such as the United States.
Lines between social classes in the United States are fixed and rigid.
Most Canadians see themselves as middle class.
Manners and etiquette determine social class.
People are relegated to a permanent class layer in Canada based on their birth right.

Question 9

Family is one of the ________ factors that influence consumer behaviour.
cultural
social
personal
psychological
business

Question 10

Which of the following is an example of a major force affecting consumer behaviour?
cultural
geographical
philosophical
channels
physiological

Question 11

To understand how marketing affects buyer behaviour, marketers must first understand the __________ of customers.
what
when
why
how
where

Question 12

________ is never simple, yet understanding it is the essential task of marketing management.
Brand personality
Consumption pioneering
Early adoption
Consumer buying behaviour
Understanding the difference between primary and secondary data

Question 13

Which of the following is true of mature consumers?
Compared to younger consumers, mature consumers are more willing to switch brands.
They are an ideal market for "do-it-for-me" services.
High-tech home entertainment products do not appeal to them.
They place more importance on brand names and are more brand loyal than members of other age groups.
They are less willing to shop around.

Question 14

________ are groups to which an individual wishes to belong, as when a teenage hockey player hopes to play someday for the Canadian Olympic Hockey team.
Membership groups
Aspirational groups
Leading adopter groups
Leisure groups
Social class groups

Question 15

According to Statistics Canada, by the year 2017 roughly ________ of the population will be a member of a visible minority.
10%
20%
30%
40%
50%

Question 16

The study of consumer behaviour begins and ends with ________.
culture
the individual
beliefs
lifestyles
social classes

Question 17

People with a(n) ________ background are still the largest group among visible minorities in Canada.
Hispanic
African
Aboriginal
Asian
Northern European

Question 18

It is most accurate to say that marketers are always trying to spot ________ in order to discover new products that might be wanted.
lifestyles
cultural shifts
groups
dissonance
attitudes

Question 19

________ is(are) the most basic cause(s) of a person's wants and behaviour.
Culture
Brand personality
Cognitive dissonance
Social factors
Selective perception

Question 20

What is one way that social class is measured?
job satisfaction
accent
income
number of children in the family
postal code

Question 21

Why should marketers care about online social networks?
Social networks provide opportunities to overwrite influencers' opinions.
Social networks enable marketers to become part of consumer conversations.
Social networks enable marketers to promote one-way messages.
Social networks are an important fad.
Social networks can replace all other forms of communicating with customers.

Question 22

A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
stimulus
motive
culture
perception
tradition

Question 23

Which of the following influences the goods and services purchased by a consumer?
adoption process
occupation
dissonance-reducing buying behaviour
opinion leaders
education

Question 24

Facebook.com and YouTube are examples of ________.
buzz marketing
opinion leaders
social networks
virtual worlds
early adopters

Question 25

According to Freud's theories, people are ________ many of the psychological forces shaping their behaviour.
unconscious of
unsure of
aware of
status-driven about
socially conscious of

Question 26

Many companies, enlist everyday consumers who are enthusiastic about their brands to become ________ who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards.
early adopters
brand ambassadors
direct marketers
direct sellers
aspirational consumers

Question 27

A person's buying choices are influenced by four major psychological factors.Which is one of these factors?
money
manipulation
motivation
mockery
misjudgment

Question 28

Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?
brand perception
product image
brand personality
new product
brand equity

Question 29

________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively.
Family
Social class
Membership group
Subculture
Reference group

Question 30

Companies who use brand ambassadors are participating in ________.
opinion leading
traditional marketing
buzz marketing
direct marketing
values marketing

Question 31

Brand personality is a mix of human traits attributed to a brand.Which of the following is a leading brand personality traits discussed in your text?
sincerity
empathy
confidence
indecision
emotion

Question 32

A ________ consists of the activities people are expected to perform according to the persons around them.
motive
role
lifestyle
life-cycle
tradition

Question 33

People change the goods and services they buy over time because of the two changing factors of ________.
belief and attitude
perception and personality
age and life-cycle stage
groups and learning
family and tradition

Question 34

Opinion leaders are sometimes referred to as ________.
the influentials
the upper class
the middle class
buzz marketers
networkers

Question 35

A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept.
personal characteristics
reference groups
perceptions
attitudes
psychographics

Question 36

________ refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment.It is usually described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness.
Alternative evaluations
Belief
Culture
Personality
Self-awareness

Question 37

________ is a person's pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions.
Personality
Culture
Lifestyle
Motive
Social class

Question 38

Mountain Dew's "DEWmocracy" campaigns invited avid Mountain Dew customers to help name a new flavour, design new packaging, and select media communications for the brand.Which of the following statements about a participation program like Mountain Dew's DEWmocracy program is likely not true?
Participation helps drive conversations about the brand.
Participation provides excellent targeting for the brand.
Participation helps to create attention for the brand.
Participation is a starting point for pricing decisions.
Participation can be fun for consumers.

Question 39

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.
Opinion leaders
Habitual buyers
Social networkers
Stealth marketers
Buzz marketers

Question 40

A customer's lifestyle can be measured using the AIO dimensions.What does AIO stand for?
Activities, Interests, Opinions
Activities, Involvement, Organizations
Accommodation, Investment, Orientation
Acknowledgement, Interests, Options
Adoptions, Interests, Occupations

Question 41

People tend to interpret new information in a way that will support what they already believe.This is called ________.
selective retention
selective distortion
selective attitude
selective learning
selective perception

Question 42

Marketers describe the way the consumer processes information to arrive at brand choices as ________.
alternative evaluation
information search
purchase decision
situational factors
post-purchase dissonance

Question 43

________ are subtle stimuli that influence where, when, and how a person responds to an idea.
Cues
Drives
Messages
Personalities
Impulses

Question 44

Learning occurs through the interplay of which of the following?
drives and stimuli
stimuli and status
status and dissonance behaviour
cues and status
reinforcement and dissonance behaviour

Question 45

Applying ________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.
subliminal advertising
social classes
learning theory
need recognition
cognitive dissonance

Question 46

Some consumers worry that they will be affected by marketing messages without even knowing it.They are concerned about ________ advertising.
alternative evaluation
subliminal
perceptual
innovative
comparative

Question 47

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

Question 48

The buying process starts with ________, in which the buyer recognizes a problem.
need recognition
information search
evaluation of alternatives
purchase decision
separation of needs and wants

Question 49

What is the most pressing in Maslow's Hierarchy of Needs at any given time?
physiological needs
social needs
esteem needs
self-actualization needs
safety needs

Question 50

The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.
perception analysis
neuromarketing research
motivation research
need recognition investigation
depth research technique

Question 51

A(n) ________ is a person's consistent evaluations, feelings, and tendencies toward an object or idea.
lifestyle
motive
belief
attitude
perception

Question 52

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 or she is exposed is called ________.
selective retention
selective distortion
selective attitude
selective attention
selective perception

Question 53

People forget much that they learn.They tend to retain information that supports their attitudes and beliefs.This is called ________.
selective retention
selective distortion
selective attitude
selective attention
perceptual vigilance

Question 54

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(n) ________.
brand personality
alternative evaluation
postpurchase behaviour
information search
product adoption

Question 55

The buyer decision process consists of five stages.Which of the following is one of these stages?
need search
risk assessment
variety-seeking buying behaviour
evaluation of alternatives
postpurchase enjoyment

Question 56

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.
Personality
Perception
Selective grouping
Learning
Self-actualization

Question 57

Maslow's theory is that ________ can be arranged in a hierarchy.
stimuli
beliefs and attitudes
perceptions
human needs
decisions

Question 58

________ describes changes in an individual's behaviour arising from experience.
Lifestyle
Learning
Perception
Cognitive dissonance
Aggressiveness

Question 59

Which of the following is the highest part of Maslow's Hierarchy of Needs?
physiological needs
safety needs
stimulus needs
self-actualization needs
social needs

Question 60

A(n) ________ is a descriptive thought that a person has about something.
lifestyle
motive
belief
attitude
perception

Question 61

Consumers learn about new products for the first time and make the decision to buy them during the ________.
new product recognition
adoption process
evaluation process
information search
quality assessment

Question 62

Which of the following statements about buying centres is true?
The buying centre is like a standing committee.
The buying centre roles are specified on the organizational chart.
The typical buying centre has five employees, one to assume each of the buying centre's roles.
An individual's role in the buying centre does not change.
The buying centre may involve informal participants who are not obvious to sellers.

Question 63

A shoe 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 want to wear the same shoes.The shoe company is hoping that fans of the band view the band as a ________.
membership group
reference group
brand personality
subculture
lifestyle

Question 64

Rashmi Singh always knows about the trendiest fashions.She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting-edge fashion at great deals, and her advice is often followed.Rashmi is an example of a(n) ________.
membership group
innovator
opinion leader
buzz marketer
experiential source

Question 65

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?
postpurchase behaviour
attitude of others
cognitive dissonance
alternative evaluation
new product adoption

Question 66

Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________.
alternative evaluation
dissonance-reducing buying behavior
product characteristics that influence rate of adoption
individual differences in innovativeness
postpurchase behaviour

Question 67

After purchasing a product, the consumer will be satisfied or dissatisfied and will engage in ________.
need recognition
alternative evaluation
postpurchase behaviour
product expectations
information searches

Question 68

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 ________.
subculture
social class
social network
life-cycle stage
lifestyle

Question 69

Reverse auctions, trading exchanges, and company buying sites are all ways that companies can participate in ________.
secure extranets
product value analysis
vendor-managed inventory systems
systems selling
e-procurement

Question 70

The first step of the business buying process is ________.
general need description
supplier search
proposal solicitation
problem recognition
order-routine specification

Question 71

Which business buying situation is the marketer's greatest opportunity and challenge?
modified rebuy
straight rebuy
new task
multiple rebuys
system rebuy

Question 72

Marketers call the decision-making unit of a buying organization the ________.
business buyer
business-to-business market
supplier-development centre
buying system
buying centre

Question 73

Innovators are ___________.
the first 3.5% of buyers to adopt a new idea
venturesome
deliberative
traditional
trusting

Question 74

A problem with the rapidly expanding use of e-purchasing is that it ________.
can erode established customer-supplier relationships
saves less time than expected
generates more transactions to document
generates less cost savings than predicted
reduces the amount of time purchasing people can spend on strategic issues

Question 75

Many major purchases result in ________, or discomfort caused by postpurchase conflict.
need recognition
cognitive dissonance
purchase decisions
legitimization
dissatisfaction

Question 76

Which of the following is a way that business and consumer markets are the same?
satisfaction of needs through purchase decisions
market structure and demand
nature of the buying unit
types of decisions
decision process

Question 77

The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.
perceived performance
brand personality
recognition
consumer market
service quality

Question 78

During which stage of the business buying process is a buyer most likely to conduct value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensive?
general need recognition
value analysis
proposal solicitation
order-routine specification
performance review

Question 79

Large business purchasers usually call for detailed product specifications, written purchase orders, careful supplier searches, and formal approval.These are all examples of how the business buying decision process is more ________ than the consumer buying decision process is.
formalized
creative
relationship-oriented
independent
concentrated

Question 80

As compared to consumer markets, business markets are ________.
approximately the same
smaller
huge
somewhat larger
less complex