Question 1

When Stefan decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Stefan was searching for information from

Accepted Answer

Stefan is seeking information from someone outside of himself (his old college roommate who owns a BMW dealership). This is an example of seeking information from an external source.

Question 2

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers' ________ needs.

Accepted Answer

Harley-Davidson is addressing both functional needs (getting riders to their destinations) and psychological needs (providing an emotional and identity-based experience).

Question 3

Upscale men's and women's clothing stores like Nordstrom, Neiman Marcus, or Saks Fifth Avenue are more likely to appeal to consumers' ________ needs.

Accepted Answer

Upscale clothing stores like Nordstrom, Neiman Marcus, or Saks Fifth Avenue tend to focus on selling high-quality, fashionable items that appeal to consumers' psychological needs. These needs include status, self-expression, and the desire to feel good about oneself. These stores often cater to consumers who are willing to pay a premium for the experience of shopping in a high-end environment and wearing designer brands.

Question 4

The consumer decision process model represents

Accepted Answer

The consumer decision process model represents the steps that consumers go through before, during, and after making purchases. These steps include problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. This model helps marketers understand the decision-making process of customers and identify areas where they can influence their decision.

Question 5

Gerard recognized his old, rusty car had seen its last mile. Considering the context of this situation, when he began searching for a new car to replace it, he most likely relied on both ________ sources of information.

Accepted Answer

Gerard is looking for a new car, which suggests he is using external sources of information, such as online reviews, recommendations from friends or family, and information from dealerships. However, he may also be relying on internal sources of information, such as past experiences with car brands or features that he may prefer based on personal preference. Therefore, he is most likely relying on both internal and external sources of information.

Question 6

When Nicole realized her dog had fleas, Nicole was faced with

Accepted Answer

Nicole's realization that her dog has fleas represents an unsatisfied need. She now has the need to get rid of the fleas in order to ensure the health and well-being of her pet.

Question 7

When professional cyclists purchase clothing for riding in the Tour de France, their purchases are primarily addressing ________ needs.

Accepted Answer

Professional cyclists need high-performance clothing that can handle the demands of the Tour de France, such as breathable fabrics that wick away sweat and reduce wind resistance. These needs are primarily functional in nature and relate to the performance and safety of the rider.

Question 8

Consumers involved in habitual decision making engage in little conscious decision making.

Accepted Answer

Habitual decision making is a process in which consumers make decisions out of habit without much conscious thought or effort.

Question 9

The consumer buying process begins when

Accepted Answer

The consumer buying process begins when a consumer recognizes an unsatisfied need. This is the first step in the process, as consumers must identify a need in order to move forward with making a purchase.

The other options are not necessarily true for all consumers or purchases. A consumer may not enter a store in all cases, as purchases can be made online, through a catalog, or through other means. Consumers may prioritize their psychological needs over their functional needs, and performance risk may not always be a major consideration. Learning follows perception, but this is not directly related to the start of the buying process.

Question 10

When her computer monitor wouldn't turn on, Sabrina knew she had a problem. Logically, Sabrina's next step in the consumer decision process would be to

Accepted Answer

Sabrina's next logical step would be to search for information about monitors in order to determine what her options are and the best solution to her problem. She cannot evaluate alternatives or purchase a new monitor until she has gathered sufficient information. She should also assess her satisfaction with the monitor she ultimately chooses, but that comes later in the process.

Question 11

When Selena was deciding which haircut style she should change to that her boyfriend would like, she was satisfying an esteem need within Maslow's hierarchy.

Accepted Answer

Selena was likely trying to satisfy a belongingness and love need, as she was considering her boyfriend's preferences, which aligns with the third level of Maslow's hierarchy of needs, not the esteem need which is the fourth level.

Question 12

As the manager of a local coffee shop, Hollis greets his regular customers by name and often begins making their order when he sees them drive into the parking lot. Hollis knows habitual purchasers with strong store loyalty are great customers.

Accepted Answer

Hollis is showing excellent customer service by recognizing and anticipating the needs of his regular customers, which can increase their loyalty and likelihood to return in the future.

Question 13

Sybil is visiting colleges before applying to schools as part of her extended problem-solving process.

Accepted Answer

The statement describes an action taken by Sybil as part of her problem-solving process.

Question 14

A reference group may have direct or indirect influence on your attitude toward a clothing store.

Accepted Answer

Reference groups can have a direct or indirect impact on an individual's attitudes towards various products, services, or brands, including clothing stores. Reference groups can shape a person's preferences, opinions, and behaviours by providing social cues, norms, or standards. For instance, a person may be influenced by the opinions or recommendations of their family, friends, colleagues, celebrities, or online influencers when choosing a clothing store, selecting a particular outfit, or assessing the quality and style of clothing items. This social influence can be positive or negative, depending on the group's characteristics and the individual's perception of their relevance, attractiveness, and similarity. Therefore, understanding the role of reference groups in shaping consumer attitudes is crucial for marketers, as it can provide insights into the effective ways of targeting, positioning, and communicating with their target audiences.

Question 15

Tomas wants an unbiased source of information to help him decide what brand of carpeting to buy for his new condominium. Tomas would most likely search for information from

Accepted Answer

The answer of Tomas wants an unbiased source of information...

Question 16

Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by

Accepted Answer

Internal search refers to examining personal memories and knowledge to find information about how to satisfy a need. The other options are related to external search, where consumers seek information from outside sources such as company's website, consumer reviews, close friends and family, and brand advertising.

Question 17

Tasha has an almost-new economy car, but she wants a Ford Mustang because she thinks it would be exciting to own one. If she decides to purchase a sports car such as the Mustang, she will be primarily fulfilling a ________ need.

Accepted Answer

Tasha's desire for a Ford Mustang is based on her psychological need for excitement and status, rather than any functional or safety benefits the car may provide.

Question 18

The greater the discrepancy between a consumer's needy state and the desired state, the greater the

Accepted Answer

The answer of The greater the discrepancy between a consumer's...

Question 19

Generally, people buy one product or service instead of another because they

Accepted Answer

The answer of Generally, people buy one product or service...

Question 20

A key to successful marketing is determining how to meet the correct balance of ________ needs that best appeals to the firm's target markets.

Accepted Answer

The best balance to appeal to a firm's target markets involves meeting both functional (practical) and psychological (emotional) needs. This means creating products that not only serve a functional purpose, but also speak to the customer's desires, aspirations, and values. By finding the right balance between these factors, firms can create a strong brand image that resonates with their target market and drives customer loyalty.

Quiz 6: Consumer Behavior