Deck 7: Identifying and Understanding Consumers

Question 1

The element of perceived risk that relates to product safety is _____ risk.

A)performance
B)social
C)economic
D)physical

Answer 1

D

Question 2

An objective,easily identifiable,and measurable population characteristic is called a(n)_____.

A)AIO inventory
B)demographic statistic
C)lifestyle measure
D)reference group measure

Answer 2

B

Question 3

A characteristic of a commercial cue is _____.

A)high marketer control
B)high levels of believability
C)high levels of word-of-mouth communication
D)high levels of customer involvement

Answer 3

A

Question 4

The element of perceived risk that relates to how friends and relatives view the purchase of a good or service is _____ risk.

A)social
B)physical
C)performance
D)psychological

Question 5

Income,occupation,and education are important components of _____.

A)culture
B)a family life cycle
C)social class
D)reference group affiliation

Question 6

Aspirational,membership,and dissociative are forms of _____.

A)social classes
B)family life cycles
C)reference groups
D)household life cycles

Question 7

The element of perceived risk that relates to the effect of a purchase on one's self-esteem is _____ risk.

A)psychological
B)social
C)physical
D)performance

Question 8

The manner in which an individual lives and spends his/her time and money is his/her _____.

A)lifestyle
B)consumer decision process
C)reference group behavior
D)social class structure

Question 9

A group of people sharing a distinctive heritage is a(n)_____.

A)culture
B)reference group
C)social class system
D)AIO group

Question 10

Outshopping refers to _____.

A)in-home shopping by catalog,mail,and phone
B)consumers who travel long distances to stores
C)consumers with very small or large-sized clothing
D)consumers who spend longer than average times in shopping centers/districts

Question 11

Money left after paying taxes and buying necessities is referred to as _____.

A)GDP per capita
B)taxable income
C)discretionary income
D)disposable income

Question 12

A cue or drive meant to motivate or arouse a person to act is a _____.

A)commercial cue
B)social cue
C)want
D)stimulus

Question 13

Which of the following is not considered as a stimulus?

A)a physical drive
B)a motive
C)a commercial cue
D)a social cue

Question 14

Which group is not reflected in the traditional family life cycle?

A)solitary retired
B)single-parent families
C)young marrieds
D)old aged

Question 15

The process whereby individuals decide whether,what,when,where,how,and from whom to purchase goods and services is _____.

A)commercial search
B)consumer behavior
C)marketing research
D)outshopping

Question 16

The average annual U.S.household after-tax income is about _____.

A)$20,000
B)$35,000
C)$50,000
D)$65,000

Question 17

An informal ranking of people in a culture is a(n)_____.

A)AIO group
B)social class
C)reference group
D)family life cycle

Question 18

The increased number of working women and the desire for personal fulfillment contribute to _____.

A)component lifestyles
B)consumer confidence
C)poverty of time
D)performance risk

Question 19

Which of the following is an element of perceived risk?

A)physical risk
B)reference group risk
C)purchase risk
D)lifestyle risk

Question 20

The family life cycle shows _____.

A)families which share a distinctive heritage
B)how a typical family evolves from bachelorhood to children to solitary retirement
C)the extent to which groups influence a person's thoughts and actions
D)the ranking of people within a culture

Question 21

Clothing buyers have been categorized as clothes horses,bargain hunters,image seekers,and shopping-averse consumers.This divides shoppers by _____.

A)demographics
B)reference groups
C)lifestyles
D)perceived risk

Question 22

Further purchase and re-evaluation are components of which stage in the consumer decision process?

A)information search
B)evaluation of alternatives
C)purchase act
D)post-purchase behavior

Question 23

Expensive,complex goods or services with which consumers have had little or no experience generally involve _____.

A)impulse purchases
B)extended decision making
C)limited decision making
D)routine decision making

Question 24

Information search involves generating a list of alternative goods and services and _____.

A)determining perceived risk levels
B)judging impulse goods
C)determining the characteristics of each alternative
D)evaluating stimuli

Question 25

In limited decision making,consumers _____.

A)use each purchase process step,but do not spend much time on each step
B)spend much time on information search
C)are unwilling to spend time on shopping
D)view products to have high perceived risk

Question 26

In which stage of the consumer decision process does cognitive dissonance occur?

A)purchase act
B)post-purchase behavior
C)information search
D)evaluation of alternatives

Question 27

High-risk products generally require _____.

A)impulse purchasing
B)extended decision making
C)limited decision making
D)routine decision making

Question 28

Moderate-risk items that have been purchased before but not on a regular basis involve which decision process?

A)impulse purchasing
B)extended decision making
C)limited decision making
D)routine decision making

Question 29

Which retail institution is most likely to appeal to a concentrated market segment?

A)department store
B)specialty store
C)conventional supermarket
D)superstore

Question 30

In which stage of the decision process does a consumer recognize that the good or service under consideration may solve a situation of shortage or unfulfilled desire?

A)evaluation of alternatives
B)information search
C)stimulus
D)problem awareness

Question 31

Two components of problem awareness are _____.

A)information search and purchase behavior
B)commercial and noncommercial cues
C)recognition of shortage and recognition of unfulfilled desire
D)physical risk and social risk

Question 32

In the evaluation of alternatives stage of the consumer decision process,criteria for a decision can include _____.

A)price,fit,and durability
B)attitudes,interests,and opinions
C)demographics and psychographics
D)commercial and social cues

Question 33

A point-of-purchase display placed in a supermarket by a major food processor is an example of a(n)_____.

A)noncommercial cue
B)commercial cue
C)advertisement
D)social cue

Question 34

Doubt that the correct product has been purchased is known as _____.

A)psychological risk
B)perceived risk
C)cognitive dissonance
D)information re-evaluation

Question 35

In comparison to lifestyles,demographics are _____.

A)easier to measure
B)more likely to be profiles
C)more difficult to measure
D)growing at a faster rate

Question 36

Cognitive dissonance shows retailers the importance of _____.

A)social responsibility
B)scrambled merchandising
C)reference grouping
D)after-sale service

Question 37

A subculture can be based upon all of the following except _____.

A)religion
B)geographic region
C)nationality
D)geographic mobility

Question 38

The social class corresponding to the mass market is _____ Americans.

A)upper
B)lower
C)middle
D)family

Question 39

The use of habit in consumer decision making is associated with _____ decision making.

A)routine
B)extended
C)limited
D)generalized

Question 40

The best way to describe ethnic and racial groups in terms of consumer lifestyles is by _____.

A)cultural influences
B)subcultural influences
C)social performance
D)family life cycle

Question 41

Local advertising is ineffective in reaching _____.

A)baby boomers
B)Generation X consumers
C)outshoppers
D)bachelors

Question 42

A retailer has begun to pre-wrap gift items and to re-deploy checkout personnel to reduce waiting times.The retailer is responding to which demographic and lifestyle factor?

A)gender roles
B)poverty of time
C)component lifestyles
D)consumer sophistication and confidence

Question 43

An example of recognition of shortage is when a consumer _____.

A)sees an ad for a suit at a 50 percent price reduction
B)becomes aware of a product that he/she has not purchased before
C)gathers a list of products that will solve the problem at hand
D)runs out of a product

Question 44

Consumer researchers that argue that a consumer's shopping behavior is difficult to categorize due to situational factors (such as immediacy of need)or degree of involvement favor use of which lifestyle factor?

A)gender roles
B)poverty of time
C)component lifestyles
D)consumer sophistication and confidence

Question 45

The opposite of in-home shopping,on a convenience dimension,is _____.

A)routine decision making
B)outshopping
C)store loyalty
D)mapping

Question 46

The major difference between social and commercial cues is based on the _____.

A)duration of the consumer decision process
B)degree of information search
C)objectivity of the source
D)degree of problem awareness

Question 47

Which consumer lifestyle grouping includes family and nonfamily household members?

A)component lifestyle
B)family life cycle
C)reference group influence
D)household life cycle

Question 48

Which form of perceived risk most closely resembles class consciousness?

A)social risk
B)performance risk
C)time risk
D)financial risk

Question 49

Recognition of unfulfilled desire occurs when a consumer _____.

A)discovers that a product needs to be repurchased
B)becomes aware of a product he/she has not previously purchased
C)notices that products have worn out
D)needs to replenish products

Question 50

Which stimulus provides retailers with the greatest degree of control?

A)problem awareness
B)social cue
C)physical drive
D)commercial cue

Question 51

Goods which are highly visible and which consumers feel they are judged by have high _____ perceived risk.

A)time
B)financial
C)physical
D)social

Question 52

A major advantage of the use of social versus commercial cues to consumers is based upon _____.

A)the use of lifestyle demographic factors
B)degree of cognitive dissonance
C)believability
D)post-purchase behavior

Question 53

Word-of-mouth influences in consumer behavior relate to _____.

A)social cues
B)physical drives
C)commercial cues
D)social class structure

Question 54

Which psychological factor is particularly important to consumers seeking social status?

A)personality
B)class consciousness
C)perceived risk
D)culture

Question 55

The difficulty in classifying consumers by a given demographic and lifestyle profile is recognized in which of these categories?

A)consumer sophistication and confidence
B)gender roles
C)component lifestyles
D)poverty of time

Question 56

A retailer,through its extensive selection and high service levels,is able to attract shoppers from long distances.This phenomenon is known as _____.

A)cognitive dissonance
B)outshopping
C)store loyalty
D)extended decision making

Question 57

A retailer is looking for a means of describing consumer behavior that is preferable to shoppers' ages.One such technique is _____.

A)the social class structure
B)outshopping
C)perceived risk
D)the traditional family life cycle

Question 58

A difficulty in the study of motives is that _____.

A)motives can be observed
B)a researcher needs to distinguish between rational and irrational motives
C)it is based on self-reports of consumers
D)a consumer's motives may be related to his/her demographic characteristics

Question 59

A shopper profile should ideally contain _____.

A)data developed from observational-based studies
B)only demographic data
C)only lifestyle data
D)both demographic and lifestyle data

Question 60

A mapping analysis for a furniture store shows that 20 percent of its customers drive over 1 hour to visit the retailer.This high proportion of shoppers from a relatively far distance indicates _____.

A)outshopping
B)limited decision making
C)cognitive dissonance
D)active shoppers

Question 61

The only stimulus that can be totally controlled by a retailer is a commercial cue.

Question 62

Low perceived risk,high experience with a retailer,and high satisfaction with past purchases generally are characteristics of _____.

A)extended decision making
B)cognitive dissonance
C)routine decision making
D)limited decision making

Question 63

The purest form of an impulse purchase is _____.

A)partially unplanned
B)unplanned substitution
C)completely unplanned
D)reminder impulse

Question 64

In the evaluation of alternatives stage of the decision process,a consumer develops criteria,evaluates the importance of each criterion,and ranks the alternatives.

Question 65

Money-back guarantees and honest sales and advertising presentations aid in _____.

A)minimizing cognitive dissonance
B)AIO measurement
C)the problem awareness stage of consumer behavior
D)studying psychographics

Question 66

A salesperson's being honest in assessing a product's use,features,and benefits can reduce consumers' _____.

A)social cues
B)commercial cues
C)cognitive dissonance
D)physical drives

Question 67

Class-conscious shoppers are concerned with both brand and store image.

Question 68

Impulse purchases and store loyalty are examples of _____.

A)extended decision making
B)routine decision making
C)problem awareness
D)limited decision making

Question 69

To overcome potential cognitive dissonance,a retailer should _____.

A)overstate a product's attributes in the sales presentation
B)reduce the price of a product to new customers
C)offer trade-in allowances for durable goods
D)realize the importance of customer after-care

Question 70

Outshoppers generally patronize neighborhood retailers due to the desire to maintain long-term social relationships with them.

Question 71

The ranking of people within a culture is a reference-group affiliation status report.

Question 72

A retailer appealing to two distinct demographic groups is utilizing a _____ marketing strategy.

A)differentiated
B)mass
C)concentrated
D)focused

Question 73

The traditional family life-cycle concept needs to be updated to reflect alternative lifestyles such as childless couples and single-parent families.

Question 74

What type of consumer decision making is most likely to be used when the importance of a purchase to a customer is very high?

A)routine decision making
B)limited decision making
C)extended decision making
D)brand loyalty

Question 75

Lifestyles are easily identifiable and measurable population statistics.

Question 76

There are more families than households.

Question 77

The purchase of a good with high perceived risk is likely to involve what type of consumer decision making?

A)extended decision making
B)routine decision making
C)limited decision making
D)brand loyalty

Question 78

The information search process can involve the use of commercial,noncommercial,and social sources.

Question 79

A high degree of information search generally occurs when _____.

A)perceived risk is high
B)a purchase is viewed as unimportant
C)cognitive dissonance is low
D)a consumer is brand loyal

Question 80

The social-class classification system is based on factors such as income,occupation,education,and dwelling type.