Question 1

The buyer decision process consists of five stages. Which of the following is NOT one of these stages?

Accepted Answer

The five stages of the buyer decision process are need recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. Conspicuous consumption is not one of these stages.

Question 2

The buying decision process starts with ________, in which the buyer spots a problem.

Accepted Answer

The buying decision process starts with need recognition when the buyer becomes aware of a problem or need that can be satisfied through a purchase.

Question 3

Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors?

Accepted Answer

The answer of Generally, the consumer's purchase decision will be...

Question 4

After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________.

Accepted Answer

Postpurchase behavior refers to the actions and evaluations that occur after a purchase has been made. Consumers may be satisfied or dissatisfied with their purchase and engage in behaviors such as using the product, seeking information or support, and potentially sharing their experiences with others.

Question 5

Donna wants to buy a new coat. During the ________ stage of the buyer decision process she will ask her friends to recommend stores that sell good quality winterwear clothing. She will also go through newspapers and magazines to look out for offers and sales on coats.

Accepted Answer

Donna is in the information search stage of the buyer decision process because she is actively looking for information about where to buy a coat and seeking recommendations from others.

Question 6

When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________.

Accepted Answer

Cognitive dissonance refers to the discomfort or unease that arises when a consumer has doubts about whether or not they made the right choice in selecting a particular brand or product. In this case, the customer is concerned about missing out on the benefits of a brand that they did not purchase, which could lead to cognitive dissonance. Selective retention, selective attention, selective distortion, and consumer ethnocentrism do not directly relate to this scenario.

Question 7

If a consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to purchase the product at that time. If not, the consumer may store the need in memory or undertake ________.

Accepted Answer

If the consumer does not find a satisfying product near at hand, they may undertake an information search to find a product that meets their needs.

Question 8

A particular automobile company works to keep its customers happy after each sale, aiming to delight each one of them in order to increase their customer lifetime value. Which of the following steps of the buyer decision process does the company exemplify?

Accepted Answer

The company's focus on keeping customers happy after each sale exemplifies the postpurchase behavior step of the buyer decision process, as the company is working to ensure customer satisfaction and loyalty even after the purchase has been made.

Question 9

Leona bought two different brands of wine from vineyards in Australia. When asked for her opinion about the wines, she said that one brand of wine tasted like alcoholic grape juice, but the other had a crisp taste that she really enjoyed. These statements were most likely made during the ________ stage of the buyer decision process.

Accepted Answer

The answer of Leona bought two different brands of wine...

Question 10

Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; instead she does a lot of brand switching. Carrie exhibits ________.

Accepted Answer

Carrie's behavior of frequently switching brands of bath soap indicates that she is engaging in variety-seeking buying behavior, which is characterized by consumers who enjoy trying out different brands and products rather than being loyal to one specific brand.

Question 11

Marketers describe the way a consumer processes information to arrive at brand choices as ________.

Accepted Answer

Alternative evaluation refers to the process by which a consumer evaluates the alternatives and arrives at a brand choice after gathering information about the product through information search. Impulse buying and consumer capitalism refer to different aspects of consumer behavior, while cognitive dissonance refers to the discomfort a consumer experiences after making a decision and can occur after alternative evaluation.

Question 12

John has decided to buy a particular smartphone that he saw reviewed online. Which of the following sources of information has most likely influenced John's purchase decision?

Accepted Answer

John saw a review of the smartphone online, which would fall under the category of public sources of information.

Question 13

The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.

Accepted Answer

The consumer's expectations of a product's performance is a key factor in determining whether they are satisfied or dissatisfied with the purchase. If the actual performance of the product exceeds the consumer's expectations, they are likely to be satisfied. If the actual performance falls short of their expectations, they are likely to be dissatisfied. The other options listed are not directly related to this concept.

Question 14

James has decided to buy a new vehicle. His brother John has recently purchased a new truck and recommends the same model to James. James finally decides to buy the same truck. Which of the following sources of information has most likely influenced James' purchase decision?

Accepted Answer

James' brother John is a personal source of information, as he is someone that James knows and trusts. It is likely that John's recommendation had a significant influence on James' decision to purchase the same model truck.

Question 15

An invitation to go skiing over the weekend forced Donna to look at her current wardrobe. She realized that she required a warmer coat. Which of the following stages of the buyer decision process does Donna exemplify?

Accepted Answer

Donna's realization that she needed a warmer coat indicates that she is in the need recognition stage of the buyer decision process. She has identified a problem or need (not having a warm enough coat), which will likely lead her to continue with the other stages of the process such as information search and product evaluation to find a solution to her problem.

Question 16

Almost all major purchases result in ________, or discomfort caused by postpurchase conflict.

Accepted Answer

Cognitive dissonance is the discomfort or anxiety that a consumer feels after making a major purchase decision. This is because the consumer is unsure if they made the right decision or if there were better options available to them. This is a common phenomenon and is often seen when purchasing expensive items such as cars or homes.

Question 17

Robert has taken up cycling as a hobby and as a way to maintain his physical fitness. He wants to buy a hydration system since he will need a lot of water as he cycles. Having gathered a great deal of information, he has finally narrowed down his choices to three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of the buyer decision process.

Accepted Answer

Robert has already recognized his need for a hydration system and has conducted an extensive information search. He has narrowed down his choices to three options and is in the process of evaluating the alternatives. He may move on to product trial after making his decision, followed by post-purchase evaluation. But at this stage, he is actively comparing the pros and cons of each option to make a decision.

Question 18

The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.

Accepted Answer

Personal sources, such as family, friends, and acquaintances, are considered the most effective information sources for influencing a consumer's purchase decision. Personal sources provide firsthand experience and advice, which can be more trustworthy and influential than commercial or public sources.

Question 19

When customers have low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________.

Accepted Answer

The answer of When customers have low involvement in a...

Question 20

Which of the following would a marketer LEAST likely do to encourage habitual buying behavior?

Accepted Answer

Stressing unique features in ads would encourage consumers to put more thought and consideration into their purchases, which goes against the idea of habitual buying behavior. Encouraging habitual buying behavior would involve making the purchasing process as routine and effortless as possible, which the other options would achieve.

Quiz 5: Consumer Markets and Buyer Behavior