Deck 5: Purchase

Question 1

In the purchase decision process, consumers face only two decisions: what to buy and where to buy?

Answer 1

False

Question 2

In the purchase decision process, consumers must make many decisions beyond deciding what to buy and where to buy.

Answer 2

True

Question 3

A fully planned purchase occurs when both the product and purchase location are decided in advance.

Answer 3

False

Question 4

In an unplanned purchase, both the product and brand are chosen at the point-of-sale.

Question 5

When partially planned purchases occur, need recognition does not occur until consumers are in the retail environment.

Question 6

Once a purchase has been fully planned, it is impossible for companies to divert consumers from fulfilling their purchase plans.

Question 7

Studies indicate that purchase planning is equally likely to occur whether involvement with the product is high or low.

Question 8

Studies indicate that unplanned purchases represent a small minority of the items bought during shopping trips.

Question 9

Studies of impulse buying indicate consumers use free-standing inserts in newspapers showing weekly advertised specials to guide their choices within the store.

Question 10

Shoppers often use product displays and materials from catalogs as a surrogate shopping list.

Question 11

When and if purchase occurs is affected by such timing factors as seasonality.

Question 12

Marketers often prefer consumers to use credit cards or checks from which they can create a database of names for developing continuous communications and relationships with the consumer.

Question 13

Most consumers don't like to shop and try to avoid the marketplace whenever possible.

Question 14

Retailers have discovered that promoting shopping as a fun experience is the most effective strategy for all types of consumer segments.

Question 15

Internet retailing should be more successful attracting consumers who consider shopping to be work than attracting consumers who consider shopping to be fun.

Question 16

Consumers usually know all the facts concerning the stores they might shop.

Question 17

Consumers' overall perception of a store is called store image.

Question 18

When consumers are asked to quickly name the first store or brand that comes to mind for specific attributes they are making a top-of-the-mind response.

Question 19

Store personality is best described as the way a store is defined in the shopper's mind based solely on its functional qualities.

Question 20

For some consumer segments, especially younger consumers, crowded stores can connote popularity of the store and its products, giving teens a feeling of "fitting in."

Question 21

Category killers are retailers that specialize in providing low prices for many merchandise categories.

Question 22

Category killers are retailers that specialize in one category of merchandise.

Question 23

The importance of price as a determinant of store patronage varies by type of product.

Question 24

It is the actual prices charged by a retailer, not the prices perceived by consumers, that ultimately determines whether or not consumers will patronize the retailer.

Question 25

A common mistake of retailers is to use a strategy that emphasizes lowest price in order to appeal to the minority of consumers who value lowest price the most at the expense of losing the majority of consumers who prefer other attributes to lowest price.

Question 26

Image advertising uses visual components and words that help consumers form an expectation about their experience in the store.

Question 27

Information advertising provides details about price and other product attributes that might influence purchase decisions.

Question 28

The success of a salesperson is determined only by her/his relationship with the customer during the transaction.

Question 29

Little is known about when salespeople are more or less effective in persuading consumers to buy products.

Question 30

The physical properties of the retail environment designed to create an effect on consumer purchases are referred to as store atmospherics.

Question 31

The United States is the second largest beauty and cosmetic market in the world.

Question 32

Colors within a store can influence consumers' perceptions of the retailer, but not their actual behavior.

Question 33

The type of clientele associated with a retailer has little influence on consumers' patronage decisions

Question 34

d-POP refers to "digital promotion of products."

Question 35

The speed and ease of moving consumers through retail parking lots is called consumer logistics.

Question 36

In general, stores are adding technology, personnel, and training to increase service and to decrease the time consumers spend waiting in the store and at checkout.

Question 37

By reaching diverse consumer segments through a variety of formats based on their lifestyles and shopping preferences, marketers are using multi-channel retailing.

Question 38

One form of retailing that thrives in nations other than the United States is the hypermarket.

Question 39

U.S. consumers are visiting malls more than they used to and shopping at twice as many stores once they are there.

Question 40

The world's first and largest mega-mall is located in the United States.

Question 41

Americans have more retail space on a per capita basis than consumers in other countries.

Question 42

Direct marketing encourages consumers to shop at retail stores.

Question 43

Direct selling involves any form of face-to-face contact between a salesperson and a customer within a retail environment.

Question 44

Catalog buying is declining in popularity.

Question 45

The technology of electronic retailing determines what can be offered to consumers, but only consumers determine which of those technologies will be accepted.

Question 46

Most consumers who visit a web site of an e-tailer purchase products from the site.

Question 47

All products can be viewed as having economic, time, and cognitive prices that consumers have to pay in the purchase process.

Question 48

Studies show that the less money people make, the busier they are, thus increasing the value of their time.

Question 49

Some products require the use of time; some products actually save time.

Question 50

Polychronic time involves doing one activity at a time.

Question 51

Polychronic time involves combining activities simultaneously.

Question 52

The mental capacity available for undertaking various information-processing activities refers to intellectual resources.

Question 53

Gaining the consumer's attention is one of the easiest challenges a marketer faces.

Question 54

Attention consists of two dimensions: direction and capacity.

Question 55

Consumers have unlimited cognitive capacity, so companies need not worry about overloading consumers with too much information.

Question 56

In the purchase decision process, consumers decide on many things. Which of the following is not one of these?

A) Whether to buy
B) When to buy
C) Where to buy
D) How much to consume
E) All of the above are part of the decision process.

Question 57

Chapter 5 discusses different types of purchase decisions. Which of the following is not one of these?

A) Fully planned purchase
B) Unplanned purchase
C) Anticipated purchase
D) Partially planned purchase
E) All of the above are types of purchase decisions discussed in Chapter 5.

Question 58

When consumers intend to buy the product but defer brand choice until shopping they are following a/an ____ process.

A) fully planned purchase
B) unplanned purchase
C) anticipated purchase
D) partially planned purchase
E) None of the above.

Question 59

Both the product and brand are chosen in advance of entering the store when consumers follow a/an ____ process.

A) fully planned purchase
B) unplanned purchase
C) anticipated purchase
D) partially planned purchase
E) None of the above.

Question 60

Creating a database of names for developing continuous communications and relations with the consumer is a process called:

A) purchase modification
B) telephone solicitation
C) data-based marketing
D) Internet communication
E) None of the above.

Question 61

Which of the following is not a personal motive for people to shop?

A) Role playing
B) Physical activity
C) Diversion
D) Peer group interaction
E) All of these are personal shopping activities.

Question 62

The purchase decision process involves deciding on:

A) which type of retail concept
B) which type of store
C) which specific retailer to patronize
D) B and C
E) A, B, and C

Question 63

Consumers' overall perception of a store is referred to as:

A) store cognition
B) store atmospherics
C) store stature
D) store image
E) None of the above.

Question 64

Which of the following are criteria consumers might use for evaluating retailers?

A) Location
B) Price
C) Store atmosphere
D) A and B
E) A, B, and C

Question 65

Which one of the following is not discussed in Chapter 5 as an important determinant of store choice?

A) Nature of store clientele
B) Store heritage
C) Sales personnel
D) Location
E) All of these are discussed in Chapter 5 as determinants of store choice.

Question 66

Which of the following stores is not a category killer?

A) Home Depot
B) Virgin Megastore
C) Best Buy
D) LensCrafters
E) All of the above are category killers.

Question 67

Department stores typically have:

A) slower inventory turns
B) lower operating expenses
C) higher sales per square foot
D) smaller inventory losses
E) None of the above.

Question 68

The importance of price as a determinant of store patronage:

A) is not recognized by most retailers
B) varies by type of product
C) depends on nature of buyer
D) B and C
E) A, B, and C

Question 69

____ advertising uses visual components and words to help consumers form an expectation about what they will experience in the store.

A) Image
B) Information
C) Promotion
D) Experience
E) None of the above.

Question 70

____ advertising provides details about products, prices, store locations, and other attributes that might influence purchase decisions.

A) Image
B) Information
C) Promotion
D) Experience
E) None of the above.

Question 71

A salesperson's effectiveness does not depend on her/his:

A) product expertise
B) trustworthiness
C) personality
D) customer knowledge
E) A salesperson's effectiveness depends on all of the above.

Question 72

____ are the physical properties of the retail environment designed to create an effect on consumer purchases.

A) Store atmospherics
B) Store interiors
C) Store attributes
D) Store features
E) None of the above.

Question 73

Which of the following properties of music have studies shown to influence purchase?

A) The volume at which is played
B) The type of music played
C) The speed at which it is played
D) A and B
E) A, B, and C

Question 74

Research indicates that ____ music increases both shopping time and expenditures in grocery stores compared with ____ music.

A) fast-tempo; slow-tempo
B) slow-tempo; fast-tempo
C) techno; classical
D) classical; techno
E) None of the above.

Question 75

____ displays and signs can increase the odds of capturing consumers' attention, thereby stimulating purchase and increasing sales.

A) Point of printing
B) Point of purchase
C) Point of product
D) Point of prompt
E) None of the above.

Question 76

The speed and ease with which consumers move through the retail and shopping process is called:

A) customer flow
B) transaction speed
C) customer turnover
D) consumer logistics
E) None of the above.

Question 77

Which of the following items is not one of the stages of consumer logistics?

A) Checkout
B) Arriving at the store.
C) Movement through the store.
D) Preparation to shop.
E) None of the above.

Question 78

Shopping malls used to be visited by many consumers. That has changed, however. What has caused consumers to spend less time visiting malls?

A) Diminished leisure time
B) Traffic congestion
C) Internet shopping
D) Concerns about security
E) All of the above.

Question 79

Which of the following retailing formats is not an alternative for a marketer to implement multichannel retailing?

A) Direct selling
B) Internet retailing
C) Direct marketing
D) Location-based retailing
E) All of the above are alternatives to multichannel retailing.

Question 80

Which of the following is not a discount/mass retailer?

A) Wal*Mart
B) Kmart
C) Target
D) Best Buy
E) All of these are discount/mass retailers.