Deck 3: Consumer Behavior

Question 1

 _____ are groups which contain people who have more frequent interactions among themselves than with the population at large and thus tend to think and act alike in some.respects.

A) Dyads
B) Cliques
C) Subcultures
D) Out-groups

Answer 1

C
Explanation: There are subcultures in the American culture where people have more frequent interactions than with the population at large and thus tend to think and act alike in some respects. Subcultures are based on such things as geographic areas, religions, nationalities, ethnic groups and age.

Question 2

 Primary reference groups include:

A) college fraternity members.
B) members of one's professional association
C) family and close friends.
D) public figures.

Answer 2

C
Explanation: Primary reference groups include family and close friends, while secondary reference groups include fraternal organizations and professional associations.

Question 3

Which of the following distinguishes the American middle class from the working class?

A) The middle class serves as its own reference group.
B) The middle class emulates the upper Americans.
C) The middle class receives public housing, food stamps, and Medicaid.
D) The middle class has lower income levels than the working class.

Answer 3

B
Explanation: The middle class comprises 34 percent of the population, and these consumers want to do the right thing and buy what is popular. This group emulates the upper Americans, which distinguishes it from the working class.

Question 4

Which of the following statements about the American social classes is true?

A) The middle class emulates the upper Americans, which distinguishes it from the working class.
B) The middle class is differentiated mainly by having income levels that only suffice the meeting of basic needs.
C) The working class is primarily concerned with fashion and buying what experts in the media recommend.
D) Most of the middle class receives public housing, food stamps, and Medicaid.

Question 5

Which of the following observations about social classes in the United States is true? 

A) The middle class makes up more than half of the American population.
B) The proportion of population belonging to the upper class in the U.S is the smallest.
C) The working class and lower Americans have identical demographic features, consumption goals, and economic capabilities.
D) The social classes are the sole determining factor for the purpose of market segmentation.

Question 6

 To reflect the increasing emphasis on achievement and career success in America,the marketing managers of CBB Corp released a series of advertisements showing the users of the computers designed by them as pioneering professionals in varied fields like architecture,medicine,and environmental awareness.The advertisements were carefully designed to focus on the customers rather than listing out multiple capabilities of their computers.The advertisements also highlighted that CBB computers were the cheapest in the industry.In this scenario,the marketing managers at CBB Corp adapted their advertisements to incorporate the _____ in their marketing effort.

A) product orientation
B) product features
C) cultural values
D) skimming strategy

Question 7

In terms of consumption decisions,middle class consumers: 

A) purchase quality merchandise and prestige brands exclusively.
B) purchase what experts in the media recommend as good buys.
C) purchase basic goods with financial help from relatives to sustain themselves.
D) primarily purchase food, clothing, and other staples with governmental aid.

Question 8

The behavior of individual members is influenced by social classes which tend to have: 

A) a significant amount of homogeneity in their cultural values.
B) different attitudinal configurations and values.
C) a dominance of people having extremely high incomes.
D) an identical nature with regard to religious values and practices.

Question 9

What are the primary demands of the lower Americans?

A) Products that allow them to emulate upper Americans
B) Products that are recommended by media experts
C) Cost-efficient and popular products
D) Food, clothing, and other staples

Question 10

The _____ continue to pursue ease of labor and leisure because for them "keeping up with the times" focuses on the mechanical and recreational.

A) American working class
B) upper Americans
C) lower Americans
D) American middle class

Question 11

 Secondary reference groups include _____.

A) family
B) close friends
C) spouse and children
D) college associations

Question 12

For the marketing manager,social classes offer some insights into consumer behavior that are potentially useful: 

A) for studying individual consumers.
B) as a market segmentation variable.
C) for changing the structure of the social classes.
D) to form buying centers within the company.

Question 13

The _____ represent a social class that is differentiated mainly by having a high income level that enables consumption of the most prized and prestige brands of goods and services.

A) working class
B) middle class
C) upper Americans
D) lower Americans

Question 14

Which of the following social classes lies at the bottom of the social class hierarchy in the United States?

A) American working class
B) Lower Americans
C) American middle class
D) Lower-middle Americans

Question 15

Marilyn does not care much for trends in fashion and popular products in the market.Her interests lie mostly in theatre and art.She frequently travels to Europe to purchase paintings and artwork of renowned artists to add to her extensive private collection.Which of the following social classes does Marilyn most likely belong to?

A) The working class
B) Lower Americans
C) The middle class
D) Upper Americans

Question 16

An emphasis on _____ is one sign of how much more limited and different working-class horizons are socially,psychologically,and geographically compared to those of the middle class. 

A) prestige products
B) reference groups
C) basic needs
D) family ties

Question 17

Mass communication,mass transit and a decline in the influence of religious values have led to a(n): 

A) increase in crimes against minorities.
B) decrease in homogeneity of culture.
C) decrease in the emphasis on achievement and success.
D) decrease in subcultural barriers.

Question 18

The _____ comprises one-third of the American population and these consumers want to make purchases that are cost-efficient,fashionable,and popular.

A) lower Americans
B) upper Americans
C) working class
D) middle class

Question 19

Increased earnings among the _____ have led to spending on more "worthwhile experiences" for children,including winter ski trips,college education,and shopping for better brands of clothes at more expensive stores. 

A) upper Americans
B) American middle class
C) lower Americans
D) American working class

Question 20

 Groups that an individual looks to when forming attitudes and opinions are _____.

A) reference groups
B) out-groups
C) venture groups
D) cross-functional groups

Question 21

Which of the following situational influences provides additional depth to a description of a situation by incorporating details of the persons present,their characteristics,their apparent roles and interpersonal interactions? 

A) Physical features
B) Social features
C) Task features
D) Current conditions

Question 22

 Which situational influence includes an intent or requirement to select,shop for or obtain information about a general or specific purchase? 

A) Current conditions
B) Task features
C) Social features
D) Physical features

Question 23

Mary prefers her dinner to be a very light meal and she typically has milk and fruits at night.Recently,when she went out for dinner with her colleagues,she ordered large plate of pasta with beef sausages and a drink because she did not want to offend her colleagues.Which of the following situational influences explains Mary's purchase of a large dinner in this scenario? 

A) Physical features
B) Task features
C) Time
D) Social features

Question 24

 Which of the following is an example of a marketing influence on consumer behavior? 

A) Markus purchased the first pair of jeans he saw rather than the Bugle Boys pair he wanted because he did not have enough time.
B) Hannah blamed her depression for her purchase of a half-gallon of Edy's brand double fudge brownie ice cream.
C) Mindy purchased clothes at Olsen's Mill Direct because they had publicized about a sale of up to 60 percent off on all products.
D) Robin purchased $200 worth of flowering bulbs because her companion convinced her that they would enhance the aesthetics of her yard.

Question 25

Which of the following statements is true with regard to reference groups?

A) A single person cannot serve as a reference group.
B) The nature of the product being purchased determines the identity of the reference group.
C) Reference group influence is generally considered to be constant across product categories.
D) Family is secondary to peers as a primary reference group for people of all ages.

Question 26

A marketer can create a consumer perception that their products are worth purchasing by: 

A) designing products with the goal of test marketing in mind.
B) evaluating the response to the product prior to its release.
C) differentiating their products from those of competitors.
D) providing inputs for the organization's objectives.

Question 27

Since consumers receive so much information from marketers and screen out a good deal of it,it is important for marketers to devise communications that:

A) manipulate consumer perceptions in order to make them buy the products.
B) offer diverse messages about their products.
C) minimize the amount of information they circulate about their products or brands.
D) utilize appropriate media through which the consumers in the target market are reached.

Question 28

Which of the following is an example of social influences on consumer behavior? 

A) The fashion editor of Seventeen, a magazine for teens, writes that any teen who wants to be considered "in with the times" must wear a shirt that shows her bellybutton.
B) The manufacturer of a line of aromatherapy candles markets them through an exclusive chain of health and wellness stores across the country.
C) Ernie decides against buying a new dress for Easter as she is saving up for a designer gown she wishes to purchase later that year for her wedding.
D) Billie purchases a pair of Honey brand clogs instead of the Birkenstocks because the Birkenstocks are too expensive for Billie's budget.

Question 29

Marketers can create brand equity by: 

A) selling the product in prestigious outlets that are exclusive.
B) ensuring ready availability of the product through retail chains.
C) collecting comparative information about competitive brands.
D) making the product available at all convenience stores.

Question 30

_____ is important when consumers are seeking low-involvement products.

A) Order processing
B) Order booking
C) Ready availability
D) Information about warranty

Question 31

 Which of the following products is likely to elicit the greatest reference group influence?

A) A dress for Christmas
B) A medicine
C) An award-winning novel
D) A washing machine

Question 32

Which of the following is a useful way of classifying and segmenting certain markets because it combines trends in earning power with demands placed on income?

A) Social class
B) Ethnicity
C) Family life cycle
D) Situational influences

Question 33

While preparing Thanksgiving dinner,Marissa is unsure about which brand of ready-to-serve pumpkin pies to purchase.To make the final decision,she calls her mother and buys the brand that she recommends.Which of the following determinants has influenced Marissa's purchasing decision with regard to the pumpkin pies in this scenario? 

A) Primary reference group
B) Subculture influence
C) Secondary reference group
D) Family life cycle

Question 34

 Which of the following situational features are the most readily apparent features of a situation? 

A) Current conditions
B) Task features
C) Physical features
D) Social features

Question 35

 As the mother of the groom,Ann was willing to wear the beige tailored suit that the bride had selected for the wedding until the sales clerk showed Ann a red,off-the-shoulder cocktail dress.Because the sales clerk kept telling Ann how great the dress looked,and the price of the dress was substantially lower than the suit,Ann bought the dress to wear to the wedding.Ann's decision to buy the red dress was a result of _____.

A) promotion and price influences
B) place and product influences
C) promotion and place influences
D) price and place influences

Question 36

Irene considers herself to be an expert on gourmet cuisine and she has dined at many of the finest restaurants in the United States.On a recent trip to New Orleans,she refused to eat at a restaurant that was reported to have some of the best Cajun food because she thought the décor was tacky and outdated.Which situational influence explains Irene's refusal to eat at the restaurant? 

A) Marketing mix
B) Task features
C) Current conditions
D) Physical features

Question 37

Which of the following best describes those factors particular to a time and place of observation that have a demonstrable and systematic effect on current behavior? 

A) Marketing influences
B) Product influences
C) Promotional influences
D) Situational influences

Question 38

 It is important for marketers to devise communications that offer:

A) consistent messages about their products.
B) extremely detailed descriptions about product features.
C) covert messages for customers about their products.
D) messages that aim exclusively at the upper Americans.

Question 39

 A consumer makes a different decision when purchasing a fire alarm system for a warehouse full of steel furniture than when purchasing one for a home full of irreplaceable antiques.Which of the following situational influences accounts for this difference in behavior?

A) Social features
B) Task features
C) Current conditions
D) Physical features

Question 40

 During her lunch hour,Shelly has to pick up her laundry,buy a new pair of hose,deposit some money in her bank account,pick out a birthday present for her niece,and have a quick lunch.Which situational influence will most likely have the greatest effect on the purchase of the birthday gift? 

A) Time
B) Task features
C) Social features
D) Physical features

Question 41

John regularly buys bread from the grocery store.He does not care much for brand and generally just gets whatever the store has in stock.John most likely views bread as a(n)_____.

A) low-involvement purchase
B) new product purchase
C) extensive decision making process
D) limited decision making process

Question 42

 For which of the following purchases would a consumer most likely to engage in routine decision making? 

A) Purchase of a new entertainment center
B) Purchase of a Snickers bar each afternoon as a snack
C) Hiring of a contractor to build a deck on your new home
D) Purchase of a pedigree Golden Retriever puppy

Question 43

Product knowledge influences:

A) how easily the product is available to the consumer.
B) how much time marketers spend on creating a marketing campaign.
C) how quickly a consumer goes through the decision-making process.
D) the relationship between cultural values and consumer decision-making process.

Question 44

 For which of the following purchases would a consumer be most likely to engage in limited decision making? 

A) The purchase of candy which was selected after the buyer read the fat content on the box
B) The purchase of a gift for a friend
C) The purchase of a 6-pack of beer and a bag of popcorn
D) The renewal of a subscription to Hardware Age, a trade journal, by a hardware store owner

Question 45

 When buying clothes,consumers may shop at several stores and compare a number of different brands and styles before purchasing an item without resorting to a complex analysis of the pros and cons of each brand and style.Identify the decision making type involved. 

A) Extensive decision making
B) Limited decision making
C) Routine decision making
D) Optional decision making 

Question 46

 The amount of information a consumer has stored in her or his memory about particular product classes,product forms,brands,models and ways to purchase them,is known as _____.

A) product knowledge
B) market input
C) product feature
D) social knowledge

Question 47

_____ is the most common type of consumer decision process and it is seen in operation in the way consumers purchase most packaged goods. 

A) Limited decision making
B) Extensive decision making
C) Routine decision making
D) Alternative search

Question 48

 Freda bought the movie "If It's Tuesday,This Must Be Belgium" because she was feeling depressed and wanted to watch something that would cheer her up.Which of the following situational influences guided Freda's purchasing decision? 

A) Time
B) Current conditions
C) Task features
D) Social features

Question 49

Which of the following statements about product involvement is true?

A) Product knowledge is unrelated to product involvement.
B) A consumer is just as likely to develop the same level of product involvement with a product requiring routine decision making as with a product requiring extensive decision making.
C) Product involvement is independent of the group, marketing, and situational influences operating upon a potential consumer.
D) A consumer's level of product involvement will determine how quickly the purchase is made.

Question 50

For which of the following purchases would a consumer most likely engage in extensive decision making? 

A) Purchase of a pair of panty hose at a hotel gift shop
B) Purchase of a cup of coffee from Starbucks
C) Purchase of a pack of cat food
D) Purchase of a new car

Question 51

 Kelly,who wants to buy an exercise machine,sees an advertisement in the local newspaper for a fitness equipment store.She notices that the store showcases the model she wants.This is an example of _____ on product knowledge.

A) group influence
B) situational influence
C) marketing influence
D) product influence

Question 52

Feeling fatigued after a hard day's work,Carter decided to go to a restaurant and order a Coke and a big piece of chocolate pie in order to feel energized.Which situational influence most likely caused Carter's behavior? 

A) Task features
B) Social features
C) Current conditions
D) Physical features

Question 53

 For a high-involvement product purchase,consumers are likely to:

A) possess low awareness of product features.
B) obtain a low degree satisfaction.
C) develop a high degree of product knowledge.
D) receive low level of reference group influence.

Question 54

Mary hears from a friend that green tea can provide extensive health benefits.On her way to work,she sees a billboard advertising the newest brand of green tea by Hilton.Later that day,at the supermarket,Mary sees a promotional offer on Hilton's green tea and decides to try out this brand to see whether green tea really has the benefits its users advocate.Which of the following statements is true with regard to this scenario?

A) Mary's purchase of the green tea was independent of any marketing influence.
B) Mary experienced group, marketing, and situational influences in case of this purchase.
C) Mary's experience of viewing the billboard was the group influence in this scenario.
D) Mary's level of product knowledge about green tea remained unchanged throughout the events described in the scenario.

Question 55

 Identify the element which refers to a consumer's perception of the importance or personal relevance of an item. 

A) Product features
B) Promotional influences
C) Product involvement
D) Product packaging

Question 56

 _____ refer to situational influences such as momentary moods and states that influence consumer behavior.

A) Physical features
B) Current conditions
C) Task features
D) Time factors

Question 57

A high degree of product involvement typically encourages _____ decision-making by consumers.

A) optional
B) limited
C) extensive
D) routine

Question 58

For high-involvement products that require extensive decision making,marketers should provide consumers with:

A) eye-catching advertisements and in-store displays to encourage them to make a purchase.
B) factual information that highlights the competitive advantages of the products.
C) ready availability of the products in a variety of outlets and at competitive prices.
D) minimum information to encourage a quick purchasing process.

Question 59

 _____ constitutes moderate consumer behavior,but still involves time and effort searching for and comparing alternatives. 

A) Limited decision making
B) High-involvement decision making
C) Routine decision making
D) Extensive decision making

Question 60

Jerri wanted to undertake some remodeling prior to moving into her new home after her marriage.She was convinced that she must first replace the carpeting because the previous owners smoked.She did not want to buy any available carpeting hastily because she knew that carpeting varied as per style and quality.Also,Jerri did she want to spend $3,000 for carpeting that had to be replaced in five years.For Jerri,the purchase of the carpeting most likely involved _____ decision making. 

A) selective
B) limited
C) extensive
D) routine

Question 61

 The advertisement for a diamond necklace says,"A quality diamond of a carat or more is so rare that less than one percent of women will ever own one." The advertisement shows a woman who is wearing the diamonds being openly admired by others.In terms of Maslow's hierarchy,this advertisement is designed to appeal to the consumer's _____.

A) physiological needs
B) esteem needs
C) safety needs
D) self-actualization needs

Question 62

 Which of the following is an example of a marketing source of information for making a purchase decision? 

A) An advertisement for Kraft macaroni and cheese
B) Previous experience with a car brand
C) An independent movie review
D) A friend's view on Krispy Kreme doughnuts

Question 63

 The starting point in the buying process involves the: 

A) recognition of an unsatisfied need by the consumer.
B) information requirements of the consumer for the purchase.
C) pending purchase decisions of the consumer.
D) process of alternative evaluation based on what the consumer has already learnt.

Question 64

After a long run,Libby feels like getting something cool and refreshing to drink.Which stage of the consumer decision making process is Libby currently in?

A) Alternative evaluation
B) Alternative search
C) Need recognition
D) Purchase decision

Question 65

Which of the following sources of information regarding a purchase decision refers to handling,examining,and trying out the product while shopping?

A) Internal sources
B) Marketing sources
C) Experiential sources
D) Public sources

Question 66

 An advertisement for a Fast Rationale Emergency Dialer states: "In a life-threatening emergency,73 percent of people misdial 911." In terms of Maslow's hierarchy,this advertisement was designed to appeal to the consumer's _____.

A) social needs
B) esteem needs
C) safety needs
D) self-actualization needs

Question 67

Maslow assumes that satisfaction of _____ needs is only possible after the satisfaction of all the needs lower in the hierarchy.

A) physiological
B) self-actualization
C) belongingness and love
D) esteem

Question 68

After an intense workout at the gym,Tim feels famished.On his way home,he stops to buy a burger and fries from a fast-food shop.Which of the following factors influenced Tim's recognition of a need?

A) Internal stimuli
B) Reference group
C) Task features
D) Social features

Question 69

 Which of the following is the first step of information processing? 

A) Retention of the information
B) Attention to the information
C) Understanding the information
D) Exposure to information

Question 70

 Which of the following sources of information regarding a purchase decision includes factors such as advertising,salespeople,dealers,packaging,and displays? 

A) Internal source
B) Group source
C) Marketing source
D) Public source

Question 71

On her way home from work,Shelby sees an ice-cream stand and immediately feels a craving for some ice-cream.She pulls over to buy a hot-fudge sundae.Which of the following influenced this purchasing decision?

A) Social features
B) Reference groups
C) External stimuli
D) Task features

Question 72

_____ can be defined as the desire to become everything one is capable of becoming. 

A) Physiological needs
B) Self-actualization needs
C) Esteem needs
D) Belongingness and love needs

Question 73

Which of the following is an example of an experiential source of information for making a consumer purchase decision? 

A) Trying on various swimsuits
B) An eye-catching sign in a store display
C) Reading about a product's quality in Consumer Reports
D) An advertisement in the midst of several movie trailers

Question 74

 If a previously acceptable product for satisfying the need is remembered and the individual bases the particular purchase decision on it with little or no additional information search or evaluation,then the source of information can be best described as a(n)_____.

A) internal source
B) group source
C) marketing source
D) public source

Question 75

An article in a local newspaper ranks the facilities of nursing homes in the immediate area on the basis of cleanliness,staff-patient ratio,on-staff care providers,and other key determinants.This article would be an example of a(n)_____ source of information. 

A) marketing
B) social
C) experiential
D) public

Question 76

 Tracy has always wanted to become a doctor.She believes that her life's true calling is to help others and save lives.Tracy works at two part-time jobs to pay for medical school.According to Maslow's hierarchy of needs theory,which of the following gives Tracy her drive and focus?

A) Physiological need
B) Need for esteem
C) Safety needs
D) Self-actualization needs

Question 77

Robert,who needs a new car,has been looking at several auto magazines and websites to find a model that he can afford.He has also been asking his friends whether they know any places that offer good deals on cars.Which stage of the decision making process is Robert currently in?

A) Purchase decision
B) Postpurchase evaluation
C) Need recognition
D) Alternative search

Question 78

_____ needs will dominate when all needs are unsatisfied,and in such situations none of the other needs will serve as a basis for motivation.

A) Physiological needs
B) Safety needs
C) Esteem needs
D) Self-actualization needs

Question 79

_____ refer to common sources of information for purchase decisions that comes from communication with other people,such as family,friends,neighbors,and acquaintances.

A) Internal sources
B) Group sources
C) Experiential sources
D) Public sources

Question 80

Robert needs to buy a ream of printer paper for his old printer.For Robert,the purchase of printer paper requires _____ decision making. 

A) selective
B) limited
C) extensive
D) routine