Question 1

Which of the following would best describe an opinion leader from a marketing perspective?
A) A person of high standing in the community.
B) A reference group member who provides relevant and influential advice.
C) A family member.
D) Media commentators who have a large audience.
E) The habits of a person from the same culture and social class as the individual.

Accepted Answer

understand the major group factors that influence consumer behaviour. An opinion leader is a reference group member who provides relevant and influential advice about a specific topic of interest to group members. Opinion leaders are regarded by other group members as experts in a particular field or topic, such as politics, music, sport or community values. In a marketing context, opinion leaders often influence group members in relation to appropriate purchases of such products as technology, cars, houses, holidays, education, fashion, food and beverages.

Question 2

As an opinion leader within many of the groups you socialise with, marketers are keen for you to buy their products, believing that you will convince others to also buy their products. With regard to the diffusion of innovations theory; to which of the following groups would a marketer most prefer that you belong to?
A) Early adopter.
B) Early majority.
C) Late majority.
D) Laggard.
E) Growth.

Accepted Answer

understand the major group factors that influence consumer behaviour. Because opinion leaders are influential for other members of a reference group, from a marketing perspective, the earlier they adopt a product, the better.

Question 3

During the dissolution stage of the family life cycle, consumers are focused on health, security and financial independence. An example of this stage is:
A) a single person living apart from parent/s.
B) a couple without children.
C) a single surviving spouse.
D) a divorced couple.
E) none of the options listed.

Accepted Answer

understand the major group factors that influence consumer behaviour. Dissolution is the fifth stage of the family life cycle. An example of this stage of the family life cycle is a single surviving spouse (see table 4.1). Buyers in this stage of the family life cycle have a focus on health, physical security and continuing financial independence.

Question 4

The influence of children on their parents' purchasing decisions has come to be known as:
A) pester power.
B) autonomic power.
C) syncratic power.
D) the family life cycle.
E) None of the options listed.

Accepted Answer

understand the major group factors that influence consumer behaviour. Pester power is the term used to describe children's influence over their parents' purchasing decisions. About one-quarter of parents take their children with them when they shop, so it is very common for children to be present when purchasing decisions are being made. The most common purchases made in response to pester power are fairly small (e.g. chips, biscuits and a preferred brand of toothpaste), but children can also influence or indeed initiate major purchases as well, such as gaming consoles, home swimming pools and holidays.

Question 5

Which of the following statements is correct?
A) People's individual purchasing decisions can be influenced by groups.
B) Group influences on consumer behaviour comprise social and cultural factors.
C) Social factors in consumer behaviour are the influences of other people on an individual's purchasing decisions.
D) Cultural factors in consumer behaviour are the influence of values, beliefs and customs of the person's cultural community on an individual's purchasing decisions.
E) All of the options listed.

Accepted Answer

understand the major group factors that influence consumer behaviour. People's purchasing decisions are profoundly affected by group factors. Group influences comprise social factors (the influence of other people) and cultural factors (the influence of the values, beliefs and customs of the person's community).

Question 6

McDonalds often launches unique, local products on menus around the world. For example in India they have the Chicken Maharaja Mac which is the localised version of the traditional beef Big Mac. This is an example of a/an:
A) cultural influence.
B) social influence.
C) individual influence.
D) none of the options listed.
E) A and C.

Accepted Answer

understand the major group factors that influence consumer behaviour. Beliefs may be based on objective knowledge, opinions or faith. This instinct for consistency will often lead consumers to reject new ideas that are not consistent with their existing beliefs or attitudes. In India, cows are sacred and therefore not consumed by majority of the population.

Question 7

Demographic factors include:
A) age, income and personality.
B) age, gender and income.
C) lifestyle and personality.
D) internal drive to satisfy goals.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Demographic factors are the vital and social characteristics of populations, such as age, education and income.

Question 8

During each university semester you find your life includes mainly study and work with the occasional party. Subsequently, you dream of a more unpredictable life full of excitement and travel. You are dreaming of your:
A) psychographic lifestyle.
B) aspirational lifestyle.
C) actual lifestyle.
D) preferred lifestyle.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Consumers often purchase products to enhance or express their preferred lifestyle. Such products are aspirational in nature.

Question 9

The term used to describe the individual's internal drive to act to satisfy unfulfilled needs or achieve unmet goals is known as:
A) behaviour.
B) expectation.
C) motivation.
D) drive.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. The term 'motivation' is used to describe the individual's internal drive to act to satisfy unfulfilled needs or achieve unmet goals.

Question 10

According to Maslow's hierarchy of needs, which of these lists is in the correct order from lower level needs to higher level needs?
A) Thirst, money, intimacy, success, recognition.
B) Hunger, housing, intimacy, respect, success.
C) Thirst, housing, success, intimacy, respect.
D) Hunger, intimacy, housing, respect, achievement.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Lower order, physiological needs are the most basic: food, water, and shelter. These are followed by the need for physical and emotional safety, then social needs such as affection. Beyond social needs are ego or esteem needs, which relate to self-esteem and the individual's need to be recognised and respected by others. At the top of the hierarchy, self-actualisation needs refer to an individual's need for improvement, achievement and success.

Question 11

An individual is exposed to a potentially limitless array of stimuli via their senses. The tendency to actively seek out messages that are pleasant and agreeable is known as:
A) selective distortion.
B) selective exposure.
C) selective attention.
D) selective retention.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Selective exposure is the tendency to actively seek out messages that are pleasant and agreeable and to avoid messages that are threatening or disagreeable. Consumers may, for example, actively shut out messages from political parties with which the individual disagrees.

Question 12

Demographic characteristics are often the best indicators of consumer behaviour. They are also easy to measure and define. Whilst doing some market research into your customer base, the demographic characteristics you ask about include:
A) lifestyle, age, and personality.
B) age, education level, and income.
C) personality, income, and age.
D) income, age, and lifestyle.
E) None of the options listed.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Demographic factors describe the general make-up of the population in terms of existing objective, measurable characteristics that are either assumed or demonstrated to be related to the purchase or consumption of products. Demographic characteristics include age, education and income.

Question 13

Brands like Lynx usually showcase average looking young men, as being incapable and unattractive to women when using competitor deodorants. Then, when these men use Lynx, they are suddenly attractive and swarmed by groups of appealing women. Thus, to showcase that success is achieved via the use of the brand. This is an example of:
A) motivational advertising.
B) inadequacy marketing.
C) selective attention.
D) influencer marketing.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Inadequacy marketing is the tactic of creating anxiety in a consumer and then introducing a solution through consumption of a product. Usually it demonstrates a lack of achievement of a particular goal, unless, of course, they used the product sold form the brand.

Question 14

Personality can be defined as:
A) the set of unique psychological and behavioural characteristics of an individual.
B) the set of unique behavioural tendencies of an individual.
C) the set of unique psychological characteristics and behavioural tendencies of an individual.
D) how a person spends their time and how they interact with others.
E) None of the options listed.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Personality is the set of unique psychological characteristics and behavioural tendencies that characterise an individual.

Question 15

From lowest to highest, which of the following accurately describes Maslow's hierarchy of needs?
A) Safety, physiological, love/belongingness, esteem, self-actualisation.
B) Safety, physiological, esteem, love/belongingness, self-actualisation.
C) Physiological, safety, esteem, love/belongingness, self-actualisation.
D) Physiological, safety, love/belongingness, esteem, self-actualisation.
E) Physiological, safety, esteem, self-actualisation, love/belongingness.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Maslow's hierarchy of needs is a theory of motivation that suggests that people seek to satisfy needs according to a hierarchy that places lower order 'biogenic' needs before higher order 'psychogenic' needs. Physiological, or biogenic, needs are the most basic: food, water, shelter, clothing, sleep and sex. Once these needs are reasonably satisfied, then the need for physical and emotional safety and security will come to the fore. In turn, once the individual feels safe and secure, social needs such as the desire for love, affection and belonging will be dominant. Beyond social needs are the ego or esteem needs, which relate to self-esteem and the individual's need to be recognised and respected by others. At the top of the hierarchy, self-actualisation needs refer to an individual's need for improvement, achievement and success.

Question 16

Marketers of medical insurance could be best categorised as responding to which of Maslow's hierarchy of needs?
A) Self-actualisation.
B) Esteem.
C) Physiological.
D) Safety.
E) None of the options listed.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Marketers of medical and property insurance most commonly respond to safety needs.

Question 17

Which of the following statements is incorrect?
A) Perception is subjective.
B) Perception can be particular to an individual.
C) Perception is objective.
D) Perception can be selective.
E) None of the options listed.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Perception is the psychological process that filters, organises and attributes meaning to external stimuli. An individual is exposed to a potentially limitless array of stimuli via their senses - sight, hearing, touch, taste and smell. The first stage of the process of perception - filtering - enables the individual to deal with only those inputs that are relevant to their particular needs and circumstances. As such, perception is selective - not objective.

Question 18

As a proud supporter of the Manchester United football team, you believe that they are the best team in the world. You have followed the team from when you were a small child and love to see them win. Which of the following statements is/are true about beliefs?
A) Beliefs may be based on knowledge, opinions or faith.
B) Beliefs may be accurate or inaccurate.
C) An attitude is an individual's relatively stable and consistent thoughts, feelings and behaviours.
D) Attitudes and beliefs are ly slow or difficult to change.
E) All of the options listed.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Beliefs comprise descriptive or evaluative thoughts that an individual holds regarding their knowledge or assessment of a person, idea, product and so on. Beliefs may be based on objective knowledge, opinions or faith. They may be accurate or inaccurate. Attitudes and beliefs display inertia - they do change, but usually only gradually. They also exist as a gestalt (i.e. as a sum total or configuration) and it is natural for individuals to strive for consistency in the pattern of their attitudes and beliefs. This instinct for consistency will often lead consumers to reject new ideas that are not consistent with their existing beliefs or attitudes.

Question 19

Which of the following statements is correct?
A) Beliefs may be based on knowledge, opinions or faith.
B) Beliefs may be accurate or inaccurate.
C) An attitude is an individual's relatively stable and consistent thoughts, feelings and behaviours.
D) Attitudes and beliefs are ly slow or difficult to change.
E) All of the options listed.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Beliefs comprise descriptive or evaluative thoughts that an individual holds regarding their knowledge or assessment of a person, idea, product and so on. Beliefs may be based on objective knowledge, opinions or faith. They may be accurate or inaccurate. Attitudes and beliefs display inertia - they do change, but usually only gradually. They also exist as a gestalt (i.e. as a sum total or configuration) and it is natural for individuals to strive for consistency in the pattern of their attitudes and beliefs. This instinct for consistency will often lead consumers to reject new ideas that are not consistent with their existing beliefs or attitudes.

Question 20

Which element/s of a person's attitude should a marketing campaign attempt to positively influence?
A) The cognitive component.
B) The affective component.
C) The behavioural component.
D) None of the options listed.
E) Options a, b and c.

Accepted Answer

analyse the major individual factors that influence consumer behaviour. The three components that make up an attitude are: (1) the cognitive component, which comprises the person's awareness of and knowledge about the object or issue; (2) the affective component, which refers to feelings towards the object or issue; and (3) the behavioural component, which reflects the individual's actions or intentions towards the object or issue. It is important that marketing campaigns address all three components of attitudes in a strong and positive way.

Quiz 4: Consumer Behaviour

Which of the following would best describe an opinion leader from a marketing perspective?

During the dissolution stage of the family life cycle, consumers are focused on health, security and financial independence. An example of this stage is:

The influence of children on their parents' purchasing decisions has come to be known as:

Which of the following statements is correct?

McDonalds often launches unique, local products on menus around the world. For example in India they have the Chicken Maharaja Mac which is the localised version of the traditional beef Big Mac. This is an example of a/an:

Demographic factors include:

During each university semester you find your life includes mainly study and work with the occasional party. Subsequently, you dream of a more unpredictable life full of excitement and travel. You are dreaming of your:

The term used to describe the individual's internal drive to act to satisfy unfulfilled needs or achieve unmet goals is known as:

According to Maslow's hierarchy of needs, which of these lists is in the correct order from lower level needs to higher level needs?

An individual is exposed to a potentially limitless array of stimuli via their senses. The tendency to actively seek out messages that are pleasant and agreeable is known as:

Demographic characteristics are often the best indicators of consumer behaviour. They are also easy to measure and define. Whilst doing some market research into your customer base, the demographic characteristics you ask about include:

Personality can be defined as:

From lowest to highest, which of the following accurately describes Maslow's hierarchy of needs?

Marketers of medical insurance could be best categorised as responding to which of Maslow's hierarchy of needs?

Which of the following statements is incorrect?

As a proud supporter of the Manchester United football team, you believe that they are the best team in the world. You have followed the team from when you were a small child and love to see them win. Which of the following statements is/are true about beliefs?

Which of the following statements is correct?

Which element/s of a person's attitude should a marketing campaign attempt to positively influence?