Question 1

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 their satisfaction or dissatisfaction with the purchase. If the product meets or exceeds the consumer's expectations, they are likely to be satisfied. If it falls short, they are likely to be dissatisfied. Brand personality, market reach, consumer market, and market share are all important factors but do not directly determine satisfaction or dissatisfaction.

Question 2

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 consumer seeks out relevant information about the product or service they are interested in. Donna is in this stage by asking her friends and searching for sales and offers on coats in newspapers and magazines.

Question 3

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 friends, family, and acquaintances, are typically the most effective at influencing a consumer's purchase decision because they provide firsthand, trusted opinions about the product. Commercial sources (such as advertising), public sources (such as news articles), experimental sources (such as sampling or trying a product), and attitudinal sources (such as a person's own beliefs and biases) can also influence purchase decisions, but they may not carry as much weight as personal sources.

Question 4

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

Accepted Answer

Postpurchase behavior refers to the actions a consumer takes after purchasing a product. This includes their evaluation of their satisfaction or dissatisfaction with the product, and can influence their future purchasing behavior. Therefore, postpurchase behavior is the most relevant term in this context.

Question 5

When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________.

Accepted Answer

The customer feeling uneasy about losing out on the benefits of a brand not purchased is an example of cognitive dissonance, which is the feeling of discomfort or mental unease triggered by a discrepancy between a person's beliefs and behaviors or between two beliefs. In this case, the customer might feel conflicted about not choosing the other brand and worry that it might have been a better choice.

Question 6

Marketers realize that their commercial sources ________ the buyer.

Accepted Answer

Commercial sources primarily serve to inform the buyer about products and services.

Question 7

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

Public sources, such as online reviews, are most likely to have influenced John's decision to buy a particular smartphone. These sources provide unbiased and detailed information about the product, which can help consumers make an informed decision.

Question 8

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 a way for a buyer to reduce post-purchase cognitive dissonance or regret. This behavior is likely to occur when the buyer is highly involved with the purchase but sees little differentiation among brands or options. The buyer may feel uncertain even after the purchase and may seek out information or reassurance to reduce their dissonance.

Question 9

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

Accepted Answer

Habitual buying behavior is characterized by low involvement and low information search, with consumers frequently buying the same brand without much thought or consideration of other options. It is the opposite of extended problem-solving behavior, which involves extensive information search and evaluation of options.

Question 10

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 exemplifies post-purchase behavior by working to keep its customers happy after each sale and aiming to increase their customer lifetime value. Post-purchase behavior refers to the customer's evaluation and satisfaction with the product or service after the purchase, which can influence future buying decisions and word-of-mouth recommendations.

Question 11

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

Leona's statements reflect her evaluation of the wines after she has already purchased and tasted them, which is characteristic of the postpurchase behavior stage.

Question 12

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 has already recognized his need for a hydration system and has conducted an extensive information search. He is now evaluating the alternatives that best fit his needs before making a purchase. Thus, he is in the evaluation of alternatives stage.

Question 13

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 is unable to find a satisfying product nearby, they may undertake an information search to find a solution to their need. Option C is incorrect as need recognition has already taken place. Option A, B, and E are unrelated to the scenario described.

Question 14

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 attitudes of others can influence a consumer's purchase decision by affecting their confidence or perception of the product, potentially altering their initial purchase intention.

Question 15

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 16

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...

Question 17

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

Accepted Answer

Alternative evaluation is the process in which a consumer evaluates and compares different brands based on their own criteria before making a purchase decision. It is a crucial step in the consumer decision-making process and helps the consumer arrive at a final brand choice. Information search, impulse buying, and cognitive dissonance are other steps in the process but do not directly describe the way a consumer processes information to arrive at brand choices. Consumer capitalism is a broader term that refers to the economic system in which consumption plays a significant role.

Question 18

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

Accepted Answer

Store salespeople and a consumer's friends can have a significant impact on someone's final purchase decision. Consumers often ask for recommendations from friends or family members before making a purchase, and salespeople can provide valuable information, assistance, and persuasion techniques.

Question 19

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

Accepted Answer

Cognitive dissonance refers to the discomfort or psychological tension a person experiences when faced with conflicting beliefs or values, such as when they have just made a major purchase but then have doubts about whether they made the right decision.

Question 20

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

James' brother John is a personal source of information as he is providing a recommendation based on his own experience with the same model of truck.

Quiz 5: Consumer Markets and Buyer Behavior