Deck 5: Understanding Consumer and Business Buyer Behaviour 

Question 1

refers to the unique psychological characteristics that distinguish a person or group.

A) Role
B) Status
C) Personality
D) Attitude
E) Lifestyle

Answer 1

C

Question 2

Which of the following is a personal factor that influences a consumer's buying behaviour?

A) motivation
B) social networks
C) status
D) family
E) life-cycle stage

Answer 2

E

Question 3

A baby boomer decides to purchase a BMW to impress others with her success. This illustrates the importance of understanding the role of _ in the marketing process.

A) motive
B) learning
C) perception
D) personality
E) attitude

Answer 3

A

Question 4

involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products.

A) Traditional marketing
B) Word-of-Mouth marketing
C) Direct marketing
D) Social marketing
E) Values marketing

Question 5

Which of the following is a social factor that influences consumer buying behaviour?

A) life-cycle stage
B) family
C) occupation
D) economic situation
E) personality

Question 6

Which of the following is a psychographic characteristic of a consumer?

A) gender
B) occupation
C) lifestyle
D) age
E) economic status

Question 7

What is the most important consumer buying organization in society?

A) aspirational groups
B) membership groups
C) leading adopters
D) the family
E) reference groups

Question 8

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by _.

A) pushing one-way commercials at customers
B) identifying and targeting late adopters
C) developing print and radio advertisements
D) withdrawing from online social networks
E) generating person-to-person brand conversations

Question 9

An important social media development that has been adapted by market savvy companies like Disney, Walmart, and McDonalds focuses on this power group as Brand Ambassadors _ .

A) teachers
B) millennials
C) single parents
D) moms
E) children

Question 10

A(n) reflects the general esteem given to the different roles of a person by society.

A) belief
B) status
C) attitude
D) tradition
E) motive

Question 11

Subcultures include .

A) geographic regions.
B) nationalities.
C) religions.
D) racial groups.
E) All of the above

Question 12

A marketing firm has been assigned the task of watching trends in spending, personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' .

A) social network usage rates
B) occupational needs
C) economic situations
D) brand affiliations
E) purchasing perceptions

Question 13

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

A) brand architecture
B) brand equity
C) brand personality
D) brand perception
E) brand loyalty

Question 14

According to Sigmund Freud's theory, a person's buying decisions are .

A) motivated by needs that are arranged in a hierarchy
B) affected by subconscious, hidden motivations
C) always driven by the need for status and independence
D) affected by motives that the person is completely aware of
E) easily revealed through online marketing surveys and questionnaires

Question 15

According to Maslow's hierarchy of needs, which of the following is most likely an esteem need?

A) status
B) self-development
C) love
D) security
E) hunger

Question 16

Many marketers now embrace a strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing.

A) social marketing
B) total market
C) viral marketing
D) cultural marketing
E) cause marketing

Question 17

Which of the following is most likely a true statement about social class?

A) In Canada, the lines between social classes are fixed and rigid.
B) Members of a social class vary drastically in their values, interests, and behaviours.
C) Wealth is a more important variable than education in measuring social class.
D) Social classes show distinct product preferences in areas such as clothing.
E) Consumers of the same age belong to the same social class.

Question 18

A child in Canada is exposed to many values including freedom, the beauty of our natural landscape, our belief in respect, equality, and fair treatment; family life; and being Canadian. These are symbolic of Canadian .

A) culture
B) society
C) perceptions
D) subculture
E) expectations

Question 19

A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a _.

A) late-majority adopter
B) laggard
C) membership group
D) subculture
E) reference group

Question 20

Which of the following needs in Maslow's hierarchy is generally satisfied last?

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

Question 21

A consumer's behaviour is influenced by social factors, such as the consumer's small groups, family, and social roles and status. Explain the differences among these social factors.

Question 22

Hallmark's classic "When you care enough to send the very best" slogan appeals to which need category in Maslow's hierarchy?

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

Question 23

Which of the following is the first stage of the buyer decision process?

A) postpurchase behaviour
B) information search
C) need recognition
D) purchase decision
E) evaluation of alternatives

Question 24

Harper Farms raises chickens. For years, it has used wooden coops for hauling its poultry to market. When the owner, Jane Harper, went to reuse some of her coops, she noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Which stage of the business buying decision process was Harper in when she decided to replace her old coops?
A) product specification
B) performance review
C) product value analysis
D) general need description
E) problem recognition

Question 26

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

A) Selective distortion
B) Selective attention
C) Selective retention
D) Subliminal perception
E) Restraint bias

Question 27

Explain the cultural factors that influence consumer behaviour, then distinguish the social class influences in the
United States when compared to Canada.

Question 28

It's advisable for a company to fit its products into existing attitude patterns rather than attempt to change them.

Question 29

Social class in Canada is not as well-defined as that of our neighbours to the south (United States) and most
Canadians like to define themselves as middle-class.

Question 30

Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find a coat in her budget. In this case, Becca is most likely in the stage of the buyer decision process.

A) need recognition
B) product evaluation
C) evaluation of alternatives
D) purchase decision
E) information search

Question 31

A belief is a descriptive thought that a person holds about something. Beliefs may be based on real knowledge, opinion, or faith and may or may not carry an emotional charge.

Question 32

Describe the buying behaviour, characteristics, and media habits of different subcultures in Canada.

Question 33

The McDonald's corporate brand name and golden arches can be classified as _ that may potentially stimulate an individual's attention and decision about whether or not to dine at the restaurant.

A) needs
B) cues
C) motives
D) drives
E) attitudes

Question 34

Subcultures are groups of people with shared value systems based on common life experiences and situations.

Question 35

A role consists of the activities people are expected to perform according to the people around them.

Question 36

Explain the concepts of word-of-mouth influence, opinion leaders, and buzz marketing.

Question 37

A(n) becomes a motive when it is directed toward a particular stimulus object.

A) response
B) attitude
C) drive
D) belief
E) cue

Question 38

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

A) Perception
B)

Question 39

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

A) cue
B) role
C) attitude
D) drive
E) motive

Question 40

Reference group influence on consumer buying behaviour does not vary across products and brands.

Question 41

According to Maslow's theory, safety and social needs must be fulfilled after self-actualization needs.

Question 42

Personal sources of information normally inform the buyer, but commercial sources legitimize or evaluate products for the buyer.

Question 43

In Canada and the U.S., kids and tweens influence up to 80 percent of all household purchases.

Question 44

is a discomfort caused by post-purchase conflict.

A) Restraint bias
B) Selective retention
C) Selective attention
D) Cognitive dissonance
E) Subliminal perception

Question 45

Fred's faith in Asics, his favourite brand of running shoes, makes him consider other offerings introduced by Asics. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community and best described as a(n) _.

A) lagging adopter
B) late mainstream adopter
C) early adopter
D) early mainstream adopter
E) innovator

Question 46

In which of the following stages of the adoption process does a consumer seek information about a new product?

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

Question 47

In which of the following stages of the adoption process does a consumer consider whether trying a new product makes sense?

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

Question 48

Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect?

A) purchase decision
B) postpurchase behaviour
C) situational analysis
D) information search
E) evaluation of alternatives

Question 49

Alice is shopping for a new car, and she has narrowed her decision to a Honda Accord and a Toyota Camry. Both sedans have similar features and prices, but Alice decides to purchase the Honda based on her intuition.
Which of the following situations would most likely cause Alice to experience post-purchase dissonance?

A) The price of the Honda Accord increases by a huge margin.
B) The Honda Accord meets all her expectations and satisfies her needs.
C) The maintenance costs of the Honda Accord decrease significantly over time.
D) The Toyota Camry experiences technical failures that lead to a recall.
E) The price of the Toyota Camry falls due to an increase in demand.

Question 50

Traditionally, consumers have received the most information about a product from sources-those controlled by the marketer.

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

Question 51

The most effective sources of information about a product are .

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

Question 52

Devon is in the market for a new car. She is seriously considering either a Honda Civic or Toyota Corolla because they both have excellent quality and safety ratings and are comparable in price. Devon is in the stage of the buyer decision process.

A) information search
B) purchase decision
C) postpurchase behaviour
D) evaluation of alternatives
E) need recognition

Question 53

If marketers know what evaluative processes go on, they can take steps to influence the buyer's decision.

Question 54

Describe the steps of the buyer decision process.

Question 55

Which of the following is a commercial source of product information?

A) acquaintances
B) family and friends
C) dealer and manufacturer websites and mobile sites
D) Internet searches
E) consumer rating organizations

Question 56

Bill thought he had received the best deal on his riding mower. Shortly after the purchase, Bill started to notice certain disadvantages of his new riding mower as he learned more about other riding mowers available in the same price range. Bill is in which of the following stages of the buyer decision process?

A) purchase decision
B) alternate evaluation
C) need recognition
D) post-purchase behaviour
E) information search

Question 57

Purchasing a Challenger 350 Executive Jet from Canadian manufacturer Bombardier is an example of a purchase that has substantial levels of _.

A) communicability.
B) divisibility.
C) complexity and risk.
D) compatibility and ease of use.
E) relative advantage.

Question 58

Jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favourite models. He rates the models on each factor and ranks them in the order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next?

A) information search
B) evaluation of alternatives
C) purchase decision
D) postpurchase behaviour
E) need recognition

Question 59

is the degree to which an innovation fits the values and experiences of potential consumers.

A) Relative advantage
B) Communicability
C) Complexity
D) Divisibility
E) Compatibility

Question 60

are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself.

A) Early adopters
B) Early mainstream adopters
C) Lagging adopters
D) Late mainstream adopters
E) Latent innovators

Question 61

is the degree to which an innovation appears superior to existing products.

A) Compatibility
B) Complexity
C) Communicability
D) Divisibility
E) Relative advantage

Question 62

Tom usually buys new devices such digital watches only after his friends and family start owning these devices.
In this case, Tom is an innovator.

Question 63

Lagging adopters are tradition bound-they are suspicious of changes and adopt the innovation only when it has become something of a tradition itself.

Question 64

Identify the product characteristics that influence the rate of adoption of a product. Explain how each characteristic affects the rate of adoption.

Question 65

A business marketer normally deals with far fewer buyers than a consumer marketer.

Question 66

Adoption is the decision by an individual to try the product.

Question 67

Supplier development refers to systematically developing networks of supplier-partners to ensure a dependable supply of the products and materials.

Question 68

In a straight rebuy, a buyer _ .

A) considers a product or service for the first time
B) reorders something without any modifications
C) needs a modified product to suit new requirements
D) wants to obtain the same product from a lower-priced supplier
E) finds new ways to add value to the same product

Question 69

The text makes reference to the relationship between IBM and Six Flags Entertainment Corporation. More than just providing a product or service, IBM is an example of .

A) supplier development
B) systems selling
C) modified rebuy
D) straight rebuy
E) new task buying

Question 70

is the degree to which the results of using an innovation can be observed or described to others.

A) Relative advantage
B) Communicability
C) Compatibility
D) Complexity
E) Divisibility

Question 71

When Goodyear sells replacement tires to final consumers, its potential market includes millions of car owners around the world. But its fate in business markets depends on getting orders from only a handful of large automakers. This represents the difference in between business and consumer markets.

A) market structure
B) types of decisions
C) nature of the buying unit
D) the decision process
E) derived demand

Question 72

Interpersonal factors are a major influence on business buyer behaviour.

Question 73

A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) .

A) straight rebuy
B) modified rebuy
C) exclusive distribution channel
D) dual distribution channel
E) new-task situation

Question 74

is the degree to which an innovation may be tried on a limited basis.

A) Divisibility
B) Compatibility
C) Complexity
D) Relative advantage
E) Communicability

Question 75

Identify and describe the stages in the adoption process of a new product.

Question 76

The main differences between the business market and the consumer market are found in market structure and demand, the nature of the buying unit, and the types of decisions and the decision process involved.

Question 77

Corning produces Gorilla Glass screens that are used in the production of laptops, tablets, and smartphones. Corning promotes its product to final consumers to increase business demand for digital devices made with the
Specialized, toughened glass. This illustrates .

A) the decision process
B) types of decisions
C) market structure
D) nature of the buying unit
E) derived demand

Question 78

The total demand for many business products is not much affected by price changes, especially in the short run.

Question 79

Which of the following statements about buying centers is true?

A) The CEO of an organization is always the decision maker in a buying center.
B) An individual's role in a buying center does not change with time.
C) All buying centers involve formal participants.
D) Roles in the buying center are specified in the organizational chart of a firm.
E) The buying center is not a fixed and formally identified unit within a buying organization.

Question 80

In a straight rebuy, a buyer reorders something without any modifications.