Question 1

Evaluative criteria for brands within the consideration set are both

Accepted Answer

Evaluative criteria for brands are both objective and subjective. Objective criteria such as price, quality, and features can be compared across brands while subjective criteria such as brand image, reputation, and customer service are unique to each brand and more difficult to compare.

Question 2

Within the information search step of the consumer buying decision process, what two primary aspects exist?

Accepted Answer

The two primary aspects within the information search step of the consumer buying decision process are internal search and external search. Internal search involves the consumer's own memory and experience, while external search involves seeking information from outside sources such as friends, family, advertising, and online research.

Question 3

As Steve is shopping for groceries, he notices a product on the shelf and remembers that he is about to run out of it at home. In terms of the consumer buying decision process, Steve just experienced

Accepted Answer

Steve recognized a problem, which in this case is running out of a product at home, and this is the first step in the consumer buying decision process.

Question 4

In shopping for a new laptop computer for her master degree program, the alternatives Jocelyn is considering include Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Jocelyn's

Accepted Answer

The consideration set is the group of options that a consumer actively considers when making a purchase decision. In this scenario, the four brands that Jocelyn is considering (Dell, Toshiba, Sony, and Hewlett-Packard) make up her consideration set. Therefore, the best answer is E.

Question 5

A group of brands that a consumer views as alternatives for possible purchase is called a(n)

Accepted Answer

An evoked set is a group of brands or products that a consumer considers as alternatives for possible purchase. This means that the consumer has recalled or evoked these brands from his or her memory as options for fulfilling a particular need or want. The other choices are not relevant in describing this particular concept.

Question 6

Mark is shopping for a new suit to wear to an important interview. He really wants to impress his prospective employer and is shopping at many stores to find the right outfit. Martin is using which type of consumer problem-solving process?

Accepted Answer

Mark is using extended problem solving because he is putting in significant effort and time to search for a new suit to impress his prospective employer. He is considering many options and comparing attributes of different suits to make an informed decision.

Question 7

As Jeff runs out of shaving cream, he immediately tries to remember what he did the last time this happened. He is engaging in

Accepted Answer

Jeff is engaging in internal search by trying to remember what he did the last time he ran out of shaving cream. Internal search involves a consumer using their own memory and knowledge to gather information about a product or service.

Question 8

Which of the following statements about the consumer buying decision process is true?

Accepted Answer

Consumers making limited problem-solving decisions may not go through all five steps of the process. The amount of effort a consumer puts into the decision-making process and the level of involvement in the purchase can influence the extent to which all five stages are followed.

Question 9

Beth Hines is buying furniture for her apartment for the first time. She is spending considerable time and effort comparing the products that different stores offer. Which type of problem-solving process is she using?

Accepted Answer

Beth Hines is spending considerable time and effort comparing products from different stores which indicates that she is using the extended problem-solving process. This process is used when consumers face high involvement and high risk purchases and involves significant effort in gathering information, evaluating options, and making a decision.

Question 10

Problem recognition occurs when a consumer

Accepted Answer

Problem recognition is the stage in the buying process where a consumer becomes aware of a difference between a desired state and an actual condition. This prompts the consumer to search for information and find a solution to resolve the problem. Recognizing a need is often the first step in problem recognition. Being exposed to a television advertisement may spark interest, but it does not necessarily lead to problem recognition. Evaluating a purchase occurs later in the buying process.

Question 11

The five major stages of the consumer buying decision process, in order, are

Accepted Answer

This is the most commonly accepted and widely used model for the consumer buying decision process. It accurately depicts the logical progression that consumers typically go through when making purchase decisions. The other choices either have stages in the wrong order or include additional stages that are not commonly accepted.

Question 12

A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a separate phone line. The buyer has expressed his or her

Accepted Answer

The customer is expressing their evaluative criteria, which are the specific attributes and features they will use to evaluate and compare different fax machines before making a purchase decision. The criteria include the use of plain paper, copying capability, compatibility, and not requiring a separate phone line.

Question 13

All of the following are marketer-dominated sources of information except

Accepted Answer

Friends are not marketer-dominated sources of information, as they are external to the marketing organization and do not have a vested interest in promoting a particular product or brand. The other options - salespeople, advertising, packaging, and displays - are all controlled by marketers and are used as promotional tools to influence consumer behavior.

Question 14

In the consumer buying decision process, the information search stage

Accepted Answer

The information search stage in the consumer buying decision process results in the identification of a set of brands (the consideration set) that the consumer views as potential purchasing options. This stage is where consumers actively seek out information about products or services to fulfill a need.

Question 15

When shopping for detergent, Josh looks at Tide, Fresh Start, Surf, and All and chooses the one that is on sale. These four brands make up his ____ set.

Accepted Answer

The four brands that Josh is considering make up his consideration set, which is the specific set of brands that a consumer considers when making a purchasing decision.

Question 16

When Trevor realizes his liquor cabinet supply was devastated by last weekend's party, he first retrieves information from his memory about what types of liquor he and his friends like most and then asks the attractive clerk at the liquor store what she would recommend. Trevor started with a(n) ____ search and then progressed to a(n) ____ search.

Accepted Answer

Trevor retrieved information from his memory in an internal search and then asked the clerk at the store for external advice. This corresponds to options C - internal and external search. Options A, B, D, and E are not correct based on the given description.

Question 17

An unplanned buying behavior resulting from a powerful urge to buy something immediately is called

Accepted Answer

Impulse buying is when a customer suddenly feels the urge to buy a product without any prior planning or consideration. This behavior is often triggered by emotions and can lead to spontaneous purchases.

Question 18

Marissa goes to Target to purchase school supplies for her two children. As she is approaching the check-out counter, she sees a vase she just has to have and buys it immediately. Marissa's purchase of the vase is an example of

Accepted Answer

Marissa's purchase of the vase is unplanned and made on the spur of the moment, which is characteristic of impulse buying. This behavior is not a result of limited problem solving, routinized response behavior, addictive consumption, or situational involvement.

Question 19

When Julia goes to the first class of her Operations Management course, she finds out that in addition to the textbook she already purchased, she also needs a copy of the book The Goal. At which stage of the consumer buying decision process is Julia?

Accepted Answer

Julia is at the problem recognition stage of the consumer buying decision process as she has realized that she needs an additional book for her course which she was not previously aware of.

Question 20

During which stage of the consumer buying decision process does a consumer decide from which seller he or she will buy the product?

Accepted Answer

During the purchase stage of the consumer buying decision process, the consumer has already evaluated alternatives, searched for information, and decided on the product they want to buy. The purchase stage is where the decision of from which seller to buy the product is made.

Quiz 6: Consumer Buying Behavior