Deck 4: Customer Buying Behavior

Question 1

A retailer that sells designer clothes and accessories has a pop-up ad on Facebook that features their new collection. Which method for satisfying customers' hedonic needs has been used?

A) Adventure
B) Stimulation
C) Status and power
D) Conversion rate
E) Consideration set

Answer 1

B
Retailers attempt to stimulate customers with exciting graphics and photography in their catalogs and on their websites.

Question 2

Of the various methods of segmenting, lifestyle is the one that delves the most into how consumers describe themselves.

Answer 2

True
Lifestyle refers to how people live, how they spend their time and money, what activities they pursue.

Question 3

Retailers need to provide adequate information and an effortless shopping experience for hedonic shoppers.

Answer 3

False
Retailers need to provide adequate information and an effortless shopping experience for utilitarian shoppers. On the other hand, shoppers with hedonic needs desire excitement, stimulation, status and power, recreation, and adventure.

Question 4

The pattern of buying both premium and low-priced merchandise or patronizing both status-oriented retailers and price-oriented retailers is referred to as multichannel retailing.

Question 5

Parents shopping for their children's school uniforms and stationery are motivated by ________, which involve accomplishing a specific task.

A) emotional needs
B) hedonic needs
C) utilitarian needs
D) cultural requirements
E) impulse buying desires

Question 6

When consumers go shopping for pleasure, they are seeking to satisfy their hedonic needs.

Question 7

After using her same car for 17 years, Tracey's mechanic told her that it would cost more to fix the transmission than what the car was worth. She decided it was time for a new car. In which stage of the buying process is Tracey involved?

A) Product selection
B) Need recognition
C) Information search
D) Product examination
E) Product purchase

Question 8

When customers go shopping to accomplish a specific task, they are seeking to satisfy

A) emotional needs.
B) hedonic needs.
C) utilitarian needs.
D) cultural requirements.
E) impulse buying desires.

Question 9

Customers engage in extended problem solving when they have a large amount of information on the product they plan to buy.

Question 10

Many purchase decisions involve products that the entire family will consume or use.

Question 11

Retailers use stimulation to

A) satisfy customers' utilitarian needs.
B) enable extended problem solving.
C) promote cross-shopping.
D) segment the market based on lifestyles.
E) satisfy customers' hedonic needs.

Question 12

A retail market segment is a group of customers who are attracted to the same retail mix because they have similar needs.

Question 13

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

A) emotional needs.
B) hedonic needs.
C) utilitarian needs.
D) cultural requirements.
E) impulse buying desires.

Question 14

Making an unplanned purchase is an example of limited problem solving.

Question 15

Which of the following is not a stage in the buying process?

A) Evaluation
B) Making a selection
C) Need recognition
D) Searching for information
E) Segmentation

Question 16

Customers have two sources of information: internal and external.

Question 17

Catherine enjoys relaxing while getting a manicure and pedicure at the Mystique Resort and Spa. She enjoys the attention and respect given to her by the staff. Hence, Catherine's hedonic needs are satisfied by a sense of ________ at the spa.

A) adventure
B) motivation
C) status and power
D) deliberation
E) stimulation

Question 18

After many years of doing his laundry at a public laundromat, Brett was glad to move into an apartment with washer and dryer hookups. He planned to buy a washer and dryer to save time and money. Which of the following needs would the purchase satisfy?

A) Utilitarian needs
B) Motivational needs
C) Physiological needs
D) Psychological needs
E) Social needs

Question 19

Which of the following types of needs is satisfied by shopping for designer label merchandise?

A) Physiological needs
B) Hedonic needs
C) Functional needs
D) Utilitarian needs
E) Cultural needs

Question 20

A reference group includes one or more people whom a person uses as a basis of comparison for beliefs, feelings, and behaviors.

Question 21

Which of the following is an internal source of product information for a customer?

A) Past shopping experiences
B) Product demonstrations
C) Blogs
D) Search engines
E) Websites

Question 22

Which of the following statements does not hold True for cross-shopping?

A) Consumers show cross-shopping patterns because one store cannot satisfy their often conflicting, multiple needs.
B) People buy both premium and low-priced merchandise.
C) Customers patronize both expensive, status-oriented retailers and price-oriented retailers.
D) Buying patterns of cross-shoppers provide great opportunities only for specialty retailers.

Question 23

Gabriella needs copper wire to make hanging candle lanterns out of antique glass canisters. Based on her previous craft projects, she feels she would find this particular type of wire at Michael's, a large arts and crafts store. Gabriella is relying on a(n) ________ source for her buying situation.

A) rational information
B) internal information
C) primary data
D) motivational data
E) selective data

Question 24

Conversion rate can be described as 

A) the percentage of customers buying only premium products.
B) the percentage of customers buying both premium and budget products.
C) the time pressure under which the purchase must be made.
D) the percentage of customers who enter a store and buy products from that same store.
E) the retailer's score when evaluated on the basis of attributes.

Question 25

Which of the following steps follows the recognition of a need?

A) Evaluation of alternatives
B) Information search
C) Composite segmentation
D) Postpurchase evaluation
E) Evaluation of consideration sets

Question 26

The pattern of buying both premium and low-priced merchandise or patronizing both status-oriented retailers and price-oriented retailers is called

A) cocooning.
B) comparison shopping.
C) cross-retailing.
D) retailer loyalty.
E) cross-shopping.

Question 27

The multiattribute attitude model is designed to

A) predict how a customer will evaluate a store based on its attributes and how important these attributes are to the customer.
B) forecast inventory needs based on a multiple regression model.
C) stratify the target market by examining customers' attributes and determine the store's or product's position in the market.
D) modify preexisting attitudes by providing customers with a list of benefits (attributes) for shopping at a particular store or buying a particular product.
E) shorten the buying process by highlighting the attributes that will most likely affect the buying behavior of the targeted market.

Question 28

Which of the following is used by a customer when making a choice of a retailer to patronize? 

A) Conversion rate
B) Consideration set
C) Multiattribute attitude model
D) Habitual decision making
E) Lifestyle segmentation

Question 29

If you were to ask Roland to recommend a restaurant in Charleston, South Carolina, he would tell you to go to Brendon's, The Paradise Hotel, or Linda's Dinner Bar. There are obviously many restaurants in Charleston, but these form a part of Roland's

A) attributes.
B) retail market segment.
C) targeted market.
D) consideration set.
E) reference group.

Question 30

A retailer that uses an everyday low pricing (EDLP) strategy

A) relies on discount coupons to persuade customers to return to their stores.
B) creates low prices through the use of sales promotions.
C) focuses more on economy rather than assortments.
D) is attempting to limit the customer information search to the retailer's offering.
E) uses the multiattribute attitude model for fixing product prices.

Question 31

Calvin enjoys dining at Dawson's, a fast food restaurant. He feels that they make the best French fries for a low price. However, when it comes to dessert, he feels he's a cake connoisseur. He prefers to have cake only at Marina's Patisserie, even though a piece of cake costs $7.00. Calvin's patronizing of Dawson's and Marina's demonstrates a behavior called

A) cross-shopping.
B) comparison shopping.
C) composite segmentation.
D) cross-docking.
E) postpurchase satisfaction.

Question 32

In order to develop a multiattribute attitude model of its customers, a retailer should gather information about all of the following except 

A) the alternative retailers that customers consider.
B) the benefits that customers consider when making their retailer choices.
C) the importance weights that customers attach to the features they consider when choosing a retailer.
D) customers' belief ratings of each retailer's performance on the characteristics when selecting a store.
E) the customer's age, education, and income levels.

Question 33

Consumer Reports, a nonprofit organization that evaluates products, would serve as a source of ________ as it provides Lewis with useful knowledge about available features, convenience of use, and machine quality of various table saws.

A) rational information
B) primary data
C) selective data
D) motivational data
E) external information

Question 34

Amanda considers shopping to be like a game. She goes shopping because she enjoys finding bargains and discounts. Amanda is always on the lookout for special offers and discounts. Hence, Amanda's hedonic needs are satisfied by a sense of

A) adventure.
B) stimulation.
C) status and power.
D) deliberation.
E) functionality.

Question 35

In order to get into a customer's consideration set, a retailer should

A) develop programs to ensure that customers remember them.
B) limit the options for return and money-back guarantees.
C) encourage cross-shopping.
D) limit the information provided to customers on its website.
E) target its offerings toward satisfying hedonic needs.

Question 36

Which of the following is not True of the amount of information searched by customers?

A) The amount of information searched depends on the value customers feel they can get from searching versus the cost of searching.
B) Consumers will spend more time searching for information when they have prior experience with the merchandise category.
C) The value of the search stems from how it improves the customer's purchase decision.
D) The costs of search include both the customer's time and money.

Question 37

The imminent approach of Halloween pushes millions of homeowners to go out and purchase candy corn. Halloween stimulates a(n) ________, which forms a part of the buying process.

A) choice of alternatives
B) need recognition
C) information search
D) postpurchase satisfaction
E) evaluation of consideration sets

Question 38

While eating may satisfy a functional need, Lucia's Italian Restaurant features gurgling fountains, live music, Baroque paintings, and lush gardens to stroll while you wait. Which of the following needs is also satisfied while eating at Lucia's?

A) Physiological needs
B) Rational needs
C) Hedonic needs
D) Social needs
E) Motivational needs

Question 39

Which of the following statements is True of the information search carried out by customers?

A) Customers with prior experience often search extensively.
B) The amount of information searched depends on the individual.
C) Shoppers seeking hedonic benefits generally search less information.
D) Time pressure does not influence the amount of information searched.
E) Greater market competition reduces the information search.

Question 40

Before purchasing his son's shoes, Lamar evaluated the following stores: Boot World, Terence's Shoe Palace, Imperial Collection, Royal Shoe Store, and Leather World. Which is the term used to describe these stores that are being evaluated by Lamar?

A) Target market
B) Retail market segment
C) Consideration set
D) Attributes
E) Reference group

Question 41

While waiting in the checkout line at Essentials, Autumn spotted a nail care kit displayed among the candy and batteries. She liked it and asked the cashier to add it to her bill. Which form of limited problem solving did Autumn engage in?

A) Contemplation
B) Cross-shopping
C) Impulse buying
D) Planned purchasing
E) Psychological problem solving

Question 42

Changing importance weights is difficult because

A) it involves the addition of a new benefit.
B) importance weights reflect customers' personal values.
C) many customers make purchases based on a single attribute.
D) the retailer needs to improve performance on all benefits.
E) the retailer has to include a wide range of fair trade merchandise.

Question 43

A purchase decision process in which customers devote considerable time and effort for analyzing alternatives is called

A) attribution.
B) consumerism.
C) extended problem solving.
D) habitual decision making.
E) limited problem solving.

Question 44

During the limited problem-solving process, customers tend to rely on

A) personal knowledge.
B) reference groups.
C) promotional advertisements.
D) discount offers.
E) store advocates.

Question 45

Bella is about to be married in two months. When she shopped for the bridesmaids' gowns, her gown, and flowers for the ceremony, she spent a lot of time in deciding what to buy. She was not sure whether her parents, in-laws, and fiancé would like her selections. Which form of purchase decision process is Bella engaged in?

A) Composite segmentation
B) Extended problem solving
C) Consideration set
D) Habitual decision making
E) Limited problem solving

Question 46

________ is a purchase decision process involving a moderate amount of effort and time. 

A) Extended problem solving
B) Habitual decision making
C) Utilitarian shopping
D) Limited problem solving
E) Psychological problem solving

Question 47

Retailers stimulate sales from customers engaged in extended problem solving by

A) offering deep coupon discounts.
B) using prominent point-of-purchase displays to attract customers.
C) providing the necessary information in an understandable manner.
D) offering exclusive private-label brands.
E) encouraging impulse purchasing.

Question 48

Eve's is a retail store selling skincare products. It recently introduced fair trade products such as handmade soaps, herbal skin creams, and shampoos made by rural workers. Eve's also claimed that a part of the sales proceeds of these products would be utilized for the workers' welfare. The store aims to attract customers who are interested in social causes. Therefore, including fair trade merchandise involves

A) decreasing an importance weight.
B) increasing a performance belief.
C) decreasing the performance belief for competitive retailer.
D) adding a new benefit.
E) focusing on a single attribute.

Question 49

Even though Miller loves bacon, he is worried about his cholesterol. He is concerned that eating bacon may impact his cholesterol levels. Before deciding to buy the low-fat Oscar-Meyer Bacon, he read the label information on all the various brands of bacon in the meat counter. Therefore, Miller is engaged in ________, a purchase decision process.

A) complex decision making
B) extended problem solving
C) habitual decision making
D) limited problem solving
E) composite segmentation

Question 50

Offering a range of fair trade merchandise supports the idea of ________, which is used to increase the chances of customers visiting the retailer after inclusion in the consideration set.

A) adding benefits
B) increasing beliefs about the store's performance
C) increasing customers' importance weights
D) market segmentation
E) composite segmentation

Question 51

________ is a postconsumption evaluation of how well a store or product meets or exceeds customer expectations.

A) Attribution
B) Contemplation
C) Analysis
D) Satisfaction
E) Consideration set

Question 52

When customers have some prior experience with the product and their risk is moderate, like the purchase of a new frying pan, they engage in

A) extended problem solving.
B) cross-shopping.
C) contemplation.
D) habitual decision making.
E) limited problem solving.

Question 53

The Brainchild is a store that specializes in educational toys for children. In order to increase the probability of customers visiting the store, it has now introduced offers such as discounts, gift wrapping, and free shipping. The Brainchild is looking to increase the chances of customer purchases by

A) decreasing an importance weight.
B) increasing a performance belief.
C) decreasing the performance belief for a competitive retailer.
D) adding new benefits.
E) focusing on all benefits.

Question 54

People engage in extended problem solving

A) to avoid too much time and effort in making the decision.
B) because they have little knowledge about the product.
C) to make an impulse purchase.
D) because retailers influence them by providing so much information.
E) because it is easier than making an inappropriate purchase.

Question 55

Which of the following is not True of changing performance beliefs after a retailer gets into the customers' consideration set?

A) A retailer should focus on improving its performance on all benefits.
B) A change in a performance belief about an important benefit should result in a large change in customers' overall evaluations.
C) It can get costly for a retailer to improve its performance on all benefits.
D) Retailers must focus on improving their performance on those benefits that are important to customers in their target markets.

Question 56

Which type of consumer decision-making process will most likely result in an impulse buy?

A) Extended problem solving
B) Habitual decision making
C) Utilitarian shopping
D) Limited problem solving
E) Composite segmentation

Question 57

Veronica walks into a drugstore to buy a quick pain relief drug. In the past, she has used Advil, an Ibuprofen product. Although there are several other brands containing Ibuprofen, she decides to purchase Advil because it has worked for her in the past. What kind of decision-making process is she using when choosing her pain relief?

A) Limited problem solving
B) Complex decision making
C) Extended problem solving
D) Attribution
E) Composite segmentation

Question 58

Tires Plus is a store that specializes in auto maintenance and tires. After making sure that it is in the consumers' consideration set, Tires Plus, can ________ to increase the chances that the consumer will select its store for a visit.

A) offer free fluid checks with each oil change as a new benefit
B) focus its resources by limiting itself to one advertising medium
C) use a vertical marketing system
D) implement a price skimming strategy
E) focus only on the customers' utilitarian needs

Question 59

Which of the following is a measure of retailers' success at converting positive evaluations into purchases?

A) The number of customers at the retailers' stores
B) The number of visits to the store's website
C) The number of catalogs on the website
D) The time spent at the retailers' stores
E) The number of virtual abandoned carts on the store's website

Question 60

Which of the following is True of limited problem solving?

A) The majority of customer purchase decisions involve limited problem solving.
B) It happens when customers become loyal to a store or brand.
C) It involves little or no conscious effort.
D) Customers have little knowledge on the product they intend to purchase.
E) It involves a high amount of risk and uncertainty.

Question 61

How can brand loyalty become a problem for retailers?

A) Brand loyalty mostly has an adverse impact of retailer loyalty.
B) Retailers may develop problems with the suppliers of the brand.
C) Private-label brands generally cause problems for a retailer.
D) Retailers need to focus on all the performance benefits.
E) Brand loyalty impacts the extended problem-solving process.

Question 62

When serving brand loyal customers, which of the following factors is most important for a retailer?

A) Encouraging cross-shopping
B) Offering only private-label brands
C) Offering only national brands
D) Offering suitable alternatives
E) Offering specific brands

Question 63

Every morning, Peter goes to one of the nearby convenience stores and buys a carton of Levin's chocolate milk for breakfast. When the store is out of Levin's, Peter goes without milk rather than buying other popular brands of chocolate milk. Therefore, Peter has a high

A) brand loyalty.
B) extended decision-making capacity.
C) retailer loyalty.
D) impulse buying tendency.
E) conversion rate.

Question 64

Impulse buying is associated with

A) extended problem solving.
B) complex decision making.
C) limited problem solving.
D) habitual decision making.
E) composite segmentation.

Question 65

Consumers engage in habitual decision making for all the following except

A) for purchases that aren't important to the consumers.
B) for merchandise they have purchased in the past.
C) when they are loyal to a store.
D) when they haven't developed brand loyalty.
E) when they use little or no conscious effort to make their decision.

Question 66

Retailer loyalty can be increased by

A) rewarding customers for frequent purchases.
B) offering only private-label brands.
C) decreasing customers' importance weights.
D) encouraging cross-shopping.
E) offering alternatives for customers' preferred brands.

Question 67

Which of the following items would most likely be purchased as an impulse item?

A) A smartphone
B) A marketing textbook
C) A pair of Italian boots
D) A packet of chewing gum
E) A Waterford crystal vase

Question 68

Geraldo went to the supermarket to buy a bottle of chocolate syrup. While there, he saw the latest copy of National Enquirer at the checkout stand. He had not planned on buying the magazine, but on the spur of the moment he bought himself a copy. This decision by Geraldo is an example of

A) impulse buying.
B) a habitual solution.
C) expected behavior.
D) extended problem solving.
E) convenience buying.

Question 69

When a customer has brand loyalty for a specific brand of hot dogs, each purchase decision to buy that brand would be an example of

A) extended problem solving.
B) attribution.
C) limited problem solving.
D) habitual decision making.
E) contemplation.

Question 70

In the 1960s, bands like the Beatles and the Rolling Stones influenced culture. Students grew their hair, wore beads, and became more socially conscious about war, segregation, and family. The culture looked to bands like these for inspiration and encouragement. Therefore, the members of these bands whose style was emulated by people are known as

A) social stereotypes.
B) ethnic groups.
C) reference groups.
D) peer groups.
E) private communities.

Question 71

Reference groups can influence buying decisions by

A) encouraging impulse purchasing.
B) entering into a customer's consideration set.
C) focusing on a specific customer.
D) enhancing a consumer's image.
E) promoting lavish spending.

Question 72

Habitual decision making occurs when

A) a decision process involves little or no conscious effort.
B) a decision requires assistance from sales associates.
C) the purchase decision involves a lot of risk and uncertainty.
D) retailers stimulate sales by suggesting complementary merchandise.
E) a decision requires extended problem solving.

Question 73

Marybeth usually shops for her wardrobe in various department stores. However, when purchasing shoes, she shops only at Great Shoes. Marybeth's allegiance to Great Shoes is an example of

A) brand loyalty.
B) extended problem solving.
C) composite segmentation.
D) impulse buying.
E) retailer loyalty.

Question 74

What kind of consumer decision-making process is most closely associated with retailer loyalty?

A) Extended problem solving
B) Habitual decision making
C) Impulsive problem solving
D) Limited problem solving
E) Contemplation

Question 75

Since it set up a free daycare center for its shoppers, Ingrid has developed great ________ for the Raleigh County Kroger store. She wouldn't consider going to another store and having to contend with her two-year old while she is trying to decide what to buy.

A) store awareness
B) consumer attachment
C) retailer loyalty
D) brand recognition
E) brand awareness

Question 76

Diego began his first job out of college with a consulting firm. He wanted to make a good impression on his superiors. He noticed the attire of the associates when he attended the interview and decided to dress in a similar manner. Which social factor has influenced Diego's dressing style?

A) Culture
B) Reference group
C) Consideration set
D) Peer group
E) Subculture

Question 77

When Terry fed her dog, she noticed that only one can of Alpo Beef Chunk Dinner remained. Since it was the only kind her aging dog ate, she stopped at the supermarket and bought a case of Alpo Beef Chunk Dinner dog food. What kind of purchase decision-making process did Terry use to replenish her stock of canned dog food?

A) Attribution
B) Extended problem solving
C) Habitual decision making
D) Limited problem solving
E) Consideration set

Question 78

To effectively sell merchandise that typically involves impulse purchases, what is the most critical element in the retail mix?

A) Price
B) Prominent displays
C) Advertising
D) Customer service
E) Store location

Question 79

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

A) consideration set
B) attribute mix
C) peer group
D) reference group
E) subculture

Question 80

Retailers encourage impulse-buying behavior by

A) readily providing information for making purchase decisions.
B) using prominent point-of-purchase displays.
C) improving their performance on all benefits.
D) concentrating on composite segmentation.
E) encouraging cross-shopping.