Question 1

Store salespeople and a consumer's friends rarely impact someone's final purchase decision.

Accepted Answer

Store salespeople and a consumer's friends can both have a significant impact on a final purchase decision. Salespeople can provide product information, offer promotions, and help with decision-making. Friends can offer personal recommendations, opinions, and influence social norms.

Question 2

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 efforts to keep customers happy after each sale demonstrate their focus on post-purchase behavior, which is the fifth step of the buyer decision process.

Question 3

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

Since John saw the smartphone reviewed online, the most likely source of information that influenced his purchase decision is a public source.

Question 4

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

During the information search stage of the buyer decision process, the buyer gathers information about potential products, including researching options online, seeking recommendations from friends and family, and browsing advertisements and sales.

Question 5

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

Accepted Answer

Alternative evaluation is the process by which a consumer compares and evaluates different brands or products based on their perceived benefits and features in order to make a brand choice. Information search and impulse buying are steps in the overall consumer decision-making process, but do not specifically refer to the way a consumer processes information. Consumer capitalism is a broader economic concept and cognitive dissonance refers to the discomfort or mental stress experienced by a consumer after making a purchase and comparing it to alternatives.

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 is the feeling of discomfort or anxiety that a consumer experiences after making a purchase decision, especially when there are perceived benefits associated with not choosing the alternative brand. This can lead to post-purchase evaluation and potentially a return or exchange of the product. Selective retention, attention, and distortion refer to the way consumers filter information during the information processing stage, and consumer ethnocentrism refers to the tendency for individuals to prefer local or national products over foreign ones.

Question 7

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 8

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 and the product's perceived performance are directly related to the buyer's satisfaction or dissatisfaction with a purchase. If the perceived performance matches or exceeds the consumer's expectations, they are more likely to be satisfied with the purchase. Therefore, choice A is the best answer.

Question 9

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 the most effective in influencing a consumer's purchase decision. This is because personal sources provide firsthand experience and advice, which can legitimize or evaluate products for the buyer. Commercial sources, such as advertisements and salespeople, can also influence purchase decisions, but they are generally perceived as biased or self-serving. Public sources, such as reviews and ratings from independent sources like Consumer Reports, can also have an impact on purchase decisions, but they may not be as personal or relevant to the buyer's specific needs and preferences. Experimental and attitudinal sources are not typically seen as influential in the purchase decision-making process.

Question 10

Marketers realize that their commercial sources ________ the buyer.

Accepted Answer

The answer of Marketers realize that their commercial sources ________...

Question 11

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

The personal source, in this case, James' brother John, has most likely influenced James' purchase decision.

Question 12

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 13

Dissonance-reducing buying behavior typically occurs when a buyer sees little difference among brands but is highly involved with the purchase.

Accepted Answer

Dissonance-reducing buying behavior is when a buyer experiences post-purchase psychological tension or discomfort and seeks to reduce it by seeking reassurance about their purchase decision. This occurs when the buyer is highly involved in the purchase and perceives little difference among the available brands.

Question 14

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

Accepted Answer

Postpurchase behavior refers to the consumer's actions and feelings after purchasing a product. They may feel satisfied or dissatisfied and respond accordingly through actions such as returning the product, positive or negative reviews, or repeat purchases.

Question 15

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 is in the evaluation of alternatives stage as he has already recognized his need for a hydration system and conducted a thorough information search. He is now in the process of choosing between three specific options.

Question 16

Sara is about to purchase a new television. She is using several attributes to evaluate her choices. Which of the following is least likely to be a criterion Sara is using?

Accepted Answer

The answer of Sara is about to purchase a new...

Question 17

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 immediately purchase the product, they may undertake an information search, such as researching online or asking friends for recommendations, in order to satisfy their need.

Question 18

Habitual buying behavior involves consumers searching extensively for information about brands and evaluating brand characteristics.

Accepted Answer

Habitual buying behavior is characterized by consumers repeatedly purchasing a specific brand without extensive information search or evaluation of alternatives.

Question 19

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

Accepted Answer

Cognitive dissonance refers to the discomfort or tension that a consumer experiences after making a purchase decision. This can happen when the consumer starts to doubt their decision, wonders if there were better options, or receives negative feedback from others.

Question 20

Jim is planning on buying an expensive HDTV and he realizes that there are few differences between brands. Jim is displaying complex buying behavior.

Accepted Answer

The answer of Jim is planning on buying an expensive...

Quiz 5: Consumer Markets and Buyer Behavior