Question 1

Yonique was a beverage made from yogurt. It was similar in consistency to a milkshake, but made with yogurt instead of milk. Even though its marketers tried to use marketer-induced need recognition, the product failed in large measure because:
A) consumers do not engage in novelty-seeking behaviour
B) consumers did not see a need for the product
C) need recognition does not occur with new products
D) marketers cannot induce need recognition

Accepted Answer

The failure of the product suggests that consumers did not see a need for it, despite attempts to induce need recognition through marketing.

Question 2

According to Abraham Maslow's hierarchy of needs theory, the highest level of needs are ________ needs.
A) self-actualization
B) social
C) esteem
D) physiological

Accepted Answer

According to Maslow's hierarchy of needs theory, the highest level of needs is self-actualization. This refers to the need for personal fulfillment and the realization of one's full potential. It is the final stage in the hierarchy of needs, which suggests that individuals must first satisfy physiological, safety, love/belonging, and esteem needs before they can focus on self-actualization.

Question 3

is the first stage in the consumer decision making process.
A) Alternative evaluation
B) External search
C) Internal search
D) Need recognition

Accepted Answer

The first stage in the consumer decision making process is need recognition, which occurs when a consumer becomes aware that they have a problem or a need that must be satisfied. This can be triggered by internal stimuli such as hunger or thirst, or external stimuli such as an advertisement or seeing someone else with a desirable product.

Question 4

If you look around campus you will see many students wearing similar outfits, using similar electronic devices, even eating and drinking the same things. Maslow's theory would attribute these trends to __________needs.
A) self-actualization
B) social
C) physiological
D) safety

Accepted Answer

Maslow's theory proposes a hierarchy of needs that human beings must fulfill in order to achieve their full potential. The first level of needs is physiological, which includes basic needs such as food, water, and shelter. The second level is safety, which includes the need for security and stability. The third level is love and belonging, which includes the need for social interaction and relationships. It is in this level that the trend of similar outfits, electronic devices, and food/drink preferences would fit. These trends reflect the need for individuals to feel accepted and to belong to a particular group. Therefore, the best answer is B, social.

Question 5

On a trip to Halifax, Myra experienced car trouble. She knew she needed to find a good mechanic, so she asked the advice of the people running the motel where she was staying. She also called the local Better Business Bureau for help and looked in the local yellow pages. Finally, she called a friend who used to live in Halifax for his recommendation. Myra was obviously engaged in which stage of the consumer decision making process?
A) Need recognition
B) Alternative evaluation
C) Information search
D) Purchase decision

Accepted Answer

Myra is in the information search stage of the consumer decision making process as she is actively seeking out information on potential mechanics through various sources.

Question 6

Oral B markets an indicator toothbrush that reminds consumers when they need to replace their old worn brushes. This strategy is focused to reach consumers at which stage of the consumer decision making process?
A) Need recognition
B) Alternative evaluation
C) Purchase
D) Internal search

Accepted Answer

The indicator toothbrush is aimed at reminding consumers when to replace their old worn brushes, indicating a product for the need recognition stage of the consumer decision-making process.

Question 7

is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives.
A) Internal search
B) Alternative evaluation
C) Post-purchase evaluation
D) External search

Accepted Answer

This stage of the consumer decision making process involves the individual searching their own memory to recall information about possible purchase alternatives. This can include past experiences with the product or brand, knowledge gained from advertising or word-of-mouth recommendations, and other relevant information stored in memory. Other stages of the process include external search (actively seeking out information from outside sources), alternative evaluation (comparing and evaluating different options), and post-purchase evaluation (reflecting on the decision and assessing satisfaction with the chosen product).

Question 8

The level of need which a particular product satisfies may vary by consumer. A good example of this is:
A) Mark wears the same name-brand boots as other members of the chess club.
B) Juan and Maria both bring their lunch to school, but Maria's lunch contains a Mott's fruit cup for a snack whereas Juan prefers Pringles chips.
C) Tammy buys a new Columbia jacket because it's the latest trend, whereas Jessica buys it for its superior protection when winter camping.
D) Celine has finally retired and can now devote time to the local theatre group.

Accepted Answer

Tammy and Jessica both buy the same Columbia jacket, but Tammy's motivation is fashion while Jessica's is functionality. This illustrates how the level of need a product satisfies can vary by consumer, depending on their individual priorities and preferences. Choices A, B, and D do not demonstrate this concept as clearly.

Question 9

An external information search might include each of the following EXCEPT:
A) past outcomes from using the brand
B) advertising and/or salespeople
C) the opinions of friends and relatives
D) print media

Accepted Answer

Past outcomes from using the brand are part of an internal information search, not an external information search. External information search involves seeking information outside of oneself, such as through advertising, salespeople, opinions of friends and relatives, and print media.

Question 10

are factors that compel or drive a consumer to take a particular action.
A) Impulses
B) Motives
C) Temptations
D) Wants

Accepted Answer

Motives are underlying psychological reasons or needs that drive a consumer to take a particular action. Impulses and temptations are more short-term and immediate influences on behavior, while wants are desires for certain products or services but may not necessarily drive action.

Question 11

Lower level needs such as hunger and thirst are important to marketers because these needs:
A) offer marketers a basis for differentiating their products
B) are the hardest to satisfy
C) are the source for most market development strategies
D) are an ongoing source of motivation for most consumer purchase behaviour

Accepted Answer

Lower level needs such as hunger and thirst are fundamental and ongoing, making them a continuous source of motivation for consumer purchase behavior. These needs are basic and recur regularly, driving consumers to seek products that can satisfy them.

Question 12

The headline for the Allstate Flood Insurance program ad reads, "There's a chance of flooding in your area. Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ________needs as defined by Maslow's hierarchy.
A) physiological
B) social
C) safety
D) esteem

Accepted Answer

The ad suggests that flooding could pose a risk to one's physical safety (as well as the safety of their home and property), and that purchasing flood insurance can help mitigate that risk. This corresponds to the safety needs as defined by Maslow's hierarchy, which are related to overall physical and psychological well-being and the need for a secure living environment.

Question 13

The consumer decision- making process is not always linear like the arrows suggest. Each of the following statements adds to this argument that EXCEPT:
A) Consumers may backtrack to a previous stage as information is acquired.
B) The process is more continuous, as postpurchase evaluation may lead to prepurchase anticipation at some point in the future.
C) The process is actually a meandering journey, with consumers going from store-to-store to get the best deals.
D) Mobile technology allows consumers to experience all stages anywhere at any time.

Accepted Answer

Option C suggests that the consumer decision-making process may involve going from store-to-store to get the best deals, which is not directly related to the linearity or non-linearity of the process. The other options (A, B, and D) all support the argument that the process is not always linear and may involve backtracking, continuity, or flexibility with technology.

Question 14

Need recognition is caused by a difference between the consumer's _________.
A) attitudes and responses
B) view of the world and their place in it
C) ideal state and actual state
D) past and current consumption patterns

Accepted Answer

Need recognition occurs when there is a perceived discrepancy between a consumer's ideal state (what they want) and their actual state (what they have or experience currently). This discrepancy can then lead to a motivation to take action to reduce this gap, which can lead to a buying decision. Attitudes and responses, view of the world, and past consumption patterns may influence need recognition, but the primary cause is the perceived discrepancy between ideal and actual states.

Question 15

After determining the need for a product, the next stage in the consumer decision- making process is:
A) information search
B) alternative evaluation
C) motivation to purchase
D) attitude formation

Accepted Answer

After determining the need for a product, the next stage in the consumer decision-making process is to gather information about available options before making a decision. This is known as the information search stage.

Question 16

A ________is a felt need that is shaped by a person's knowledge, culture, and personality.
A) desire
B) habit
C) purchase
D) want

Accepted Answer

A "want" is a felt need that is influenced by an individual's background, including their knowledge, culture, and personality, distinguishing it from a basic need by adding layers of personal and cultural specificity.

Question 17

Consumer behaviour is defined as:
A) the act of physically purchasing a product
B) conspicuous consumption
C) the act of making a final decision as to which product to purchase
D) the process people engage in when searching, selecting, and using products and services that they need

Accepted Answer

Consumer behaviour is the process in which individuals or groups engage in when searching for, selecting, purchasing, and using products or services that they need or want. It involves a range of activities such as problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Therefore, option D is the best choice that describes the definition of consumer behaviour.

Question 18

New needs might arise from each of the following EXCEPT:
A) Change in lifestyle or stage of life
B) Dissatisfaction with a currently used product
C) Improved financial position
D) Increased hours spent on social media

Accepted Answer

Increased hours spent on social media may lead to a greater need for online social interaction, but it does not necessarily relate to the need for new products or services.

Question 19

is the process and activities that people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services so as to satisfy their needs and desires.
A) Exchange
B) Learning
C) Consumer behaviour
D) Conspicuous consumption

Accepted Answer

Consumer behaviour is the process and activities that people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services so as to satisfy their needs and desires. The other choices do not accurately describe this process of consumer behavior. Exchange refers to the act of giving something in return for something else of equal or perceived equal value. Learning is the process of acquiring new knowledge, skills, or behaviors. Conspicuous consumption refers to the act of buying and displaying expensive and ostentatious products and services to demonstrate one's wealth and status.

Question 20

Steven rides his bicycle everywhere. It is his sole method of transportation, so he does everything necessary to keep it in top running condition. When the chain started to slip a little, he knew that the bike needed to be taken in for servicing at his local bike shop. At this point, Steven was in the___________ stage of the consumer decision-making process.
A) postpurchase evaluation
B) need recognition
C) internal search
D) external search

Accepted Answer

Steven recognized the need for servicing his bike, which puts him in the need recognition stage of the consumer decision-making process. The other options do not fit the situation described.

Quiz 3: Consumer Behaviour and Target Audience Decisions

Yonique was a beverage made from yogurt. It was similar in consistency to a milkshake, but made with yogurt instead of milk. Even though its marketers tried to use marketer-induced need recognition, the product failed in large measure because:

According to Abraham Maslow's hierarchy of needs theory, the highest level of needs are ________ needs.

is the first stage in the consumer decision making process.

If you look around campus you will see many students wearing similar outfits, using similar electronic devices, even eating and drinking the same things. Maslow's theory would attribute these trends to __________needs.

Oral B markets an indicator toothbrush that reminds consumers when they need to replace their old worn brushes. This strategy is focused to reach consumers at which stage of the consumer decision making process?

is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives.

The level of need which a particular product satisfies may vary by consumer. A good example of this is:

An external information search might include each of the following EXCEPT:

are factors that compel or drive a consumer to take a particular action.

Lower level needs such as hunger and thirst are important to marketers because these needs:

The headline for the Allstate Flood Insurance program ad reads, "There's a chance of flooding in your area. Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ________needs as defined by Maslow's hierarchy.

The consumer decision- making process is not always linear like the arrows suggest. Each of the following statements adds to this argument that EXCEPT:

Need recognition is caused by a difference between the consumer's _________.

After determining the need for a product, the next stage in the consumer decision- making process is:

A ________is a felt need that is shaped by a person's knowledge, culture, and personality.

Consumer behaviour is defined as:

New needs might arise from each of the following EXCEPT:

is the process and activities that people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services so as to satisfy their needs and desires.