Deck 1: Consumer Behavior and Market Research Tools

Question 1

Which of the following is NOT a market research tool?

A)Interviews
B)Questionnaires
C)Introspective reflection
D)None of the above

Answer 1

Introspective reflection

Question 2

What does OSL stand for?

A)Over Stimulation Line
B)Optimum Stimulation Level
C)Outside Sensory Level
D)None of the above

Answer 2

Optimum Stimulation Level

Question 3

Disappointment following a purchase is called:

A)Post-purchase annoyance
B)Post-purchase dissonance
C)Post-purchase consonance
D)None of the above

Answer 3

Post-purchase dissonance

Question 4

Which of the following in NOT a category of pre-purchase expectation?

A)Equitable performance
B)Expected performance.
C)Expected performance
D)None of the above

Question 5

Neutral sources who give opinion about the product are

A)Paid by the manufacturer
B)Not paid by the manufacturer
C)Hired by the manufacturer
D)None of the above

Question 6

The individual responsible for the flow of information is called:

A)The gatekeeper
B)The initiator
C)The decider
D)None of the above

Question 7

What does OEM stand for?

A)Organisation for Energy Markets
B)Overseas Equipment Markets
C)Original Equipment Manufacturer
D)None of the above

Question 8

The last stage of consumer decision making process is

A)Problem recognition
B)Post purchase evaluation
C)Evaluation of alternatives
D)None of the above

Question 9

Which one is not a base for market segmentation?

A)Demographic
B)Geographic
C)Mass marketing
D)None of the above

Question 10

A consumer can collect information from

A)Internal source
B)External source
C)All of these
D)None of the above

Question 11

__________ refers to the information a consumer has stored in their memory about a product or service.

A)Cognitive dissonance
B)Product knowledge
C)Product research
D)Marketing research

Question 12

The price of products and services often influence whether _______________, and, if so, which competitive offering is selected.

A)Consumers will purchase them at all
B)Consumers see a need to buy
C)Consumers will decide to buy immediately
D)People would recommend the product

Question 13

________ can influence the consumers' thoughts about products.

A)Marketing and popularity
B)Advertising, sales promotions, salespeople, and publicity
C)Sales promotion, popularity, and marketing
D)Billboards

Question 14

__________ are factors that have been shown to affect consumer behavior.

A)Brand name, quality, newness, and complexity
B)Advertising, marketing, product, and price
C)Outlets, strategies, concept, and brand name
D)Quality, advertising, product positioning, and strategy

Question 15

Consumer behavior differs when you are installing a fire protection system for your warehouse full of steel desks and when you are purchasing a fire protection system for your home, which is full of irreplaceable antiques. Which situational influence explains this consumer behavior?

A)Its marketing mix
B)Task features
C)Current conditions
D)Physical features

Question 16

Which of the following is NOT one of the criteria which have to be met if the segmentation process is to be valid:

A)the segment is large enough to be profitable
B)consumers within a segment have similar product needs and differ from consumers in other segments
C)the consumers in a segment have to be alike demographically
D)the important differences among segments can be identified

Question 17

Of the following pieces of legislation intended to protect the consumer, which was the earliest:

A)Textile Labelling Act
B)Food and Drug Act
C)Motor Vehicle Safety Act
D)Hazardous Products Act