Deck 16: Consumer Behavior and Product Strategy

Question 1

The opposite of brand loyalty is called:

A) variety seeking.
B) conspicuous consumption.
C) habitual purchase.
D) repeat purchase.
E) discontinuous purchase.

Answer 1

A

Question 2

The best source for sustainable competitive advantage is:

A) price.
B) product symbolism.
C) functional superiority.
D) technological innovation.
E) status symbolism.

Answer 2

B

Question 3

Consumer adopter groups are primarily identified by differences in their:

A) age.
B) willingness to take risks.
C) educational attainment.
D) income level.
E) geographic location.

Answer 3

B

Question 4

The intrinsic commitment to repeatedly purchase a particular brand is called:

A) habitual purchase.
B) brand loyalty.
C) brand preference.
D) repeat purchase.
E) brand insistence.

Question 5

User-friendly products rank high on the factor of:

A) simplicity.
B) observability.
C) speed.
D) trialability.
E) compatibility.

Question 6

Packaging objectives include all of the following EXCEPT:

A) that it should protect the product as it moves through the channel to the consumer.
B) that it should be economical and not add undue cost to the product.
C) that it should allow convenient storage and use of the product by the consumer.
D) that it should effectively promote the product to the consumer.
E) that it should enhance the company's brand equity.

Question 7

Skeptical consumers not adopting to a new product and set in their ways can be classified as:

A) innovators.
B) the early majority.
C) the late majority.
D) laggards.
E) early adopters.

Question 8

The most common environment for product contact is:

A) free sample in the mail.
B) borrowing a product from a friend.
C) the retail store.
D) receiving the product as a gift.
E) observing a friend using the product.

Question 9

Which type of disconfirmation occurs when product performance is better than expected?

A) Neutral disconfirmation
B) Habitual disconfirmation
C) Negative disconfirmation
D) Positive disconfirmation
E) Competitive disconfirmation

Question 10

A technological relative advantage is often difficult to maintain because:

A) new or improved technology is often quickly copied by competitors.
B) company resources eventually get depleted.
C) consumers are inherently variety seeking.
D) it goes against the concept of fair competition.
E) governments tend to dissuade it.

Question 11

Who among of the following is most likely to complain?

A) Dogmatic personalities
B) Upscale socioeconomic groups
C) The middle-class consumer
D) Lower socioeconomic groups
E) Persons who do not expect redress

Question 12

Mailed samples are tools to enhance:

A) speed.
B) observability.
C) simplicity.
D) trialability.
E) compatibility.

Question 13

Use instructions,contents,lists of ingredients or raw materials,warnings for use and care of the product,and the like is included in:

A) label information.
B) product display layout.
C) product attributes.
D) highly priced products.
E) product pricing

Question 14

Which of the following brand loyalty/usage rate combinations is most beneficial to the marketer?

A) Brand indifferent-heavy users
B) Brand loyal-light users
C) Brand loyal-heavy users
D) Brand indifferent-light users
E) Neutral brand users

Question 15

Products which deliver benefits quickly rank high on the factor of:

A) simplicity.
B) observability.
C) trialability.
D) compatibility.
E) speed.

Question 16

All of the following statements about innovators are true EXCEPT:

A) that they are younger.
B) that they are socially mobile.
C) that they are heavy users of products within specific classes.
D) that they are more highly educated.
E) that they have lesser opinion leadership traits.

Question 17

3 Which among the following has the least impact upon the likelihood of complaint behavior?

A) Socioeconomic group membership
B) Blame placement
C) Perception of retailer responsiveness
D) Severity of dissatisfaction
E) Personality characteristics

Question 18

A new product which requires little or no change in existing consumer values,beliefs,or behaviors is said to rank high on the factor of:

A) observability.
B) compatibility.
C) trialability.
D) simplicity.
E) speed.

Question 19

Increasing the usage rate is most important when:

A) the only profitable segment is the brand-loyal heavy user.
B) there is a sufficient number of brand-loyal light users.
C) there is a sufficient number of variety-seeking heavy users.
D) there is a sufficient number of variety-seeking light users.
E) segmentation is not profitable and mass marketing is the intent.

Question 20

All of the following statements regarding package size and color are true EXCEPT:

A) consumers believe that larger package sizes offer lower unit costs.
B) consumers may use the contents of smaller packages more sparingly.
C) package colors connote meanings to consumers.
D) consumer perceptions of products are unaffected by a change in package color.
E) brand identification simplifies purchase for the consumer.

Question 21

Innovators may have better-developed knowledge structures for particular product categories.

Question 22

For consumers to be brand loyal,they must not only purchase the same brand repeatedly but also have a cognitive commitment to do so.

Question 23

All of the following statements are true about the various elements of the marketing mix EXCEPT:

A) advertising can create a favorable image for a brand by pairing it with positively evaluated stimuli.
B) consumers often do not perceive a relationship between price and quality.
C) price can be used to position a brand as a good value for money.
D) in-store displays can offer products a temporary competitive advantage.
E) promotion tells consumers what attributes they should look for in the product class.

Question 24

With reference to package sizes,larger packages and larger home inventories of products may decrease the frequency of a product's usage.

Question 25

A product that facilitates a nonpurchase trial or a limited-purchase trial is less likely to influence consumers to try the product.

Question 26

By definition,the early majority are venturesome.

Question 27

Innovators tend to be heavy users of other products within a product class.

Question 28

Consumer perceptions of products may change with a change in package color.

Question 29

Dissatisfaction refers to the difference between pre-purchase expectations and post-purchase perceptions.

Question 30

Post purchase perception is formed after a product has been purchased,consumed,or used.

Question 31

Product symbolism is based on:

A) price.
B) functional superiority.
C) product/brand meanings.
D) technological innovation.
E) packaging.

Question 32

The consumption of certain products depend more on their social and psychological meaning than on their functional utility.

Question 33

In terms of brand loyalty and usage rate,brand-loyal light users are the least attractive to the marketer.

Question 34

According to the balancing paradigm,satisfaction with products is not influenced by the satisfaction of other household members.

Question 35

One of the reasons for the decrease in brand loyalty is the increase in time pressures.

Question 36

For brand-loyal light users the marketers should focus on making the firm's brand name a salient attribute and/or develop a new relative advantage.

Question 37

Positive disconfirmation occurs when performance perceptions just meet pre-purchase expectations.

Question 38

Retailer responsiveness to consumer complaints will significantly reduce the number of complaints.

Question 39

At the brand level,a technological relative advantage is easy to maintain.

Question 40

For variety-seeking heavy users the marketers should focus on switching consumers' loyalty to the firm's brands.

Question 41

Briefly describe the different marketing strategies based on levels of brand loyalty and usage rates.

Question 42

Promotion tells consumers what attributes they should look for in the product class and emphasizes the superiority of the brand in terms of those attributes.

Question 43

Briefly describe the objectives of packaging.

Question 44

What are the factors that need to be considered in packaging?

Question 45

What are some of the characteristics of innovators? What role do they play in product adoption?

Question 46

_____ refer to a consumer's beliefs about the anticipated performance of a product.

Question 47

It is unlikely that consumers would make a purchase based on the product attributes alone.Explain.

Question 48

Briefly describe the expectancy disconfirmation with performance approach to studying satisfaction.

Question 49

According to the _____,satisfaction is a dynamic outcome that changes across time with usage and other situational factors.

Question 50

Differentiate between brand loyalty and habitual purchase.

Question 51

In terms of consumer characteristics,a new product's chances of success increase once _____ purchase the product and tell others about it.

Question 52

As a functional competitive advantage,through vast economies of scale and large market shares,a firm can sometimes sustain a _____ advantage.

Question 53

In general,the majority of product-related stimuli are received through the sense of _____.

Question 54

What is the adoption curve? Briefly describe the five adopter groups.

Question 55

Many brands within product groups are relatively _____ in terms of their functional benefits for consumers.

Question 56

At the brand level,the only competitive advantage a firm may have is often based on symbolism.

Question 57

The _____ represents the cumulative percentage of purchasers of a product across time.

Question 58

Good site locations and a large number of outlets are different types of _____ tactics that can be used to gain a relative advantage.

Question 59

In terms of brand loyalty and usage rate,if there are a sufficient number of _____ users then the marketers should attempt to make the firm's brand name a salient attribute and increase usage of the brand among consumers.

Question 60

_____ is the degree to which products or their effects can be sensed by other consumers.

Question 61

Briefly explain the product characteristics that help in analyzing the consumer-product relationships.

Question 62

How can a marketer use promotion,price,and distribution to create a favorable brand image?