Question 1

Which of the following statements is incorrect?

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Classical conditioning describes learning in which behaviour that results in a pleasant experience is likely to be repeated. Classical conditioning is a behavioural learning theory because it stresses the role of experience and the repetition of behaviour.

Question 2

Which of the following statements is correct?

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Cognitive learning theories describe learning that takes place through rational problem solving, which emphasises the acquisition and processing of new information. As such, cognitive learning theories are generally more relevant in the case of complex problems for which the consumer needs to develop a rational solution. Cognitive learning is generally more relevant in high involvement purchasing decisions, which are typically for high-cost, important and infrequent purchases. Such purchases involve significant levels of risk in the event of making a wrong decision.

Question 3

Which of the following could potentially be classified as a patronage motive for consumers to shop at a supermarket?

Accepted Answer

analyse the major individual factors that influence consumer behaviour. Patronage motives are motives that are of immediate interest and importance to marketers, as they can explain the reasons for some key consumer behaviours - such as choosing to buy a particular product, choosing to buy a particular brand, being willing to pay a particular price, and preferring to shop through particular outlets. For example, the marketers employed by a supermarket will seek to understand who from among their customers are motivated by location; who are shopping for the lowest price; and who are motivated by convenience, the weekly shopping ritual or an enjoyable social experience.

Question 4

The consumer decision making process is defined as the process of ________ recognition, information search, evaluation of ________, and ________ and post-purchase evaluation that are common to most consumer buying decisions.

Accepted Answer

explain the general steps in the consumer decision-making process. The consumer decision making process is defined as the process of need/want recognition, information search, evaluation of options, purchase and post-purchase evaluation that are common to most consumer buying decisions.

Question 5

You go to the supermarket and buy a loaf of bread. It is the same bread that you 'always' buy and your decision is classed as low involvement. Your decision making behaviour can be defined as:

Accepted Answer

explain the general steps in the consumer decision-making process. Habitual decision making involves little involvement with the purchase. Typically, the consumer minimises search and shopping efforts for purchases that are routine and habitual; for example, many supermarket and convenience store purchases.

Question 6

Cognitive dissonance refers to:

Accepted Answer

explain the general steps in the consumer decision-making process. Cognitive dissonance occurs when a purchaser has second thoughts or doubts about the wisdom of the purchase.

Question 7

At which stage of the consumer decision making process might the consumer decide not to make a purchase?

Accepted Answer

explain the general steps in the consumer decision-making process. At the purchase stage, the purchase decision may in fact be not to purchase.

Question 8

Which of the following describes the order of the stages in the typical consumer decision-making process?

Accepted Answer

explain the general steps in the consumer decision-making process. The consumer decision-making process involves the stages of problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation that are common to most consumer buying decisions (see figure 4.4).

Question 9

Which of the following purchase situations would most likely be described as high involvement in terms of consumer decision-making?

Accepted Answer

explain the general steps in the consumer decision-making process. Extended decision making is typical for high-involvement products, which are usually those that are highly priced and infrequently purchased. Examples include cars, home prestige furniture and decoration, holidays, home entertainment systems, new information technology, mortgages and investment products.

Question 10

On a continuum, which of the following would best describe potential consumer decision-making behaviour?

Accepted Answer

explain the general steps in the consumer decision-making process. Consumer decisions can be categorised along a continuum from habitual at one end to extended decision-making behaviours at the other. Habitual decision making involves little engagement with the purchase. Typically, the consumer minimises search and shopping efforts for purchases that are routine and habitual; for example, many supermarket and convenience store purchases. Limited decision making involves seeking limited information to evaluate options for infrequent purchases within familiar product categories such as clothing, books, music, inexpensive appliances and restaurants. Finally, extended decision making involves full engagement with the purchase decision in a protracted, deliberate and detailed way.

Question 11

When deciding where to go for your next holiday, you ask your Facebook friends to suggest possible destinations, relying on their 'word of mouth' feedback. In which stage of the consumer decision making process does 'word of mouth' information have the most influence?

Accepted Answer

explain the general steps in the consumer decision-making process. Having recognised the problem, the buyer searches for information about how to solve the problem (see figure 4.4). Friends, family members and associates are the most highly valued sources of information, as the person trusts or respects them. This explains why 'word-of-mouth' is highly influential and so appealing to marketers.

Question 12

At retailers like Cotton On, and in many supermarkets like Coles and Woolworths, there are small items placed near the checkout. These could include items such as magazines, reusable bags, water and confectionary. This is used to encourage purchasing of items that consumers may not need, or realise they need. This is an example of:

Accepted Answer

explain the general steps in the consumer decision-making process. Impulse purchases are made with very little involvement and, arguably, no planning or even forethought. In such instances, the purchase decision is taken before the buyer has even recognised a need.

Question 13

Which of the following statements is incorrect?

Accepted Answer

explain the general steps in the consumer decision-making process. It is a common mistake for marketers to assume that the consumer decision-making process ends with the purchase. This is rarely the case for the consumer. After the purchase, the buyer continues to evaluate their purchase decision. In fact, once the purchase is made, the consumer is in a much better position to evaluate their choice. They continue to assess whether the product matched their expectations. This stage of the consumer decision-making process is called post-purchase evaluation.

Question 14

Which of the following statements is correct?

Accepted Answer

explain the general steps in the consumer decision-making process. Cognitive dissonance occurs when a purchaser has second thoughts or doubts about the wisdom of the purchase. It is most probable when a person has recently purchased an expensive, high-involvement product, the features of which are shared with other acceptable alternatives. Cognitive dissonance occurs in the post-purchase evaluation stage of consumer decision-making.

Question 15

How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing cognitive dissonance?

Accepted Answer

explain the general steps in the consumer decision-making process. Marketers may seek to communicate with their recent customers to ensure that their experience has been satisfactory and that they have no regrets. This forms the basis of a continuing, profitable customer relationship. Another strategy for reducing cognitive dissonance is the use of bonuses or rebates via redemption, which provide the consumer with additional value sometime after the purchase.

Question 16

Compared to habitual decision-making, limited decision-making by a consumer will generally involve:

Accepted Answer

explain the general steps in the consumer decision-making process. Limited decision making involves seeking limited information to evaluate options for infrequent purchases within familiar product categories such as clothing, books, music, inexpensive appliances and restaurants.

Quiz 4: Consumer Behaviour

Which of the following statements is incorrect?

Which of the following statements is correct?

Which of the following could potentially be classified as a patronage motive for consumers to shop at a supermarket?

The consumer decision making process is defined as the process of recognition, information search, evaluation of , and and post-purchase evaluation that are common to most consumer buying decisions.

You go to the supermarket and buy a loaf of bread. It is the same bread that you 'always' buy and your decision is classed as low involvement. Your decision making behaviour can be defined as:

Cognitive dissonance refers to:

At which stage of the consumer decision making process might the consumer decide not to make a purchase?

Which of the following describes the order of the stages in the typical consumer decision-making process?

Which of the following purchase situations would most likely be described as high involvement in terms of consumer decision-making?

On a continuum, which of the following would best describe potential consumer decision-making behaviour?

When deciding where to go for your next holiday, you ask your Facebook friends to suggest possible destinations, relying on their 'word of mouth' feedback. In which stage of the consumer decision making process does 'word of mouth' information have the most influence?

Which of the following statements is incorrect?

Which of the following statements is correct?

How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing cognitive dissonance?

Compared to habitual decision-making, limited decision-making by a consumer will generally involve: