Question 1

Mary doesn't have much money, but she expresses herself through producing crafts for her friends and family. Which VALS group best describes Mary?

Accepted Answer

Makers are characterized by self-expression and a focus on family and practical activities, often engaging in crafts and projects despite limited financial resources.

Question 2

It is often useful to look at demographic variables such as age, income, and education by postal codes. Which type of technique is this an example of?

Accepted Answer

This is an example of geodemographic analysis, which involves analyzing demographics and other data by geographic location, often using postal codes as a unit of analysis. This technique can provide useful insights into consumer behavior and market segmentation.

Question 3

Which term describes observable, statistical aspects of populations including such factors as age, gender, or income?

Accepted Answer

Demographics refer to observable, statistical aspects of populations including such factors as age, gender, income, and other quantifiable characteristics. Psychographics relate to personality, values, lifestyle, and attitudes. Parametrics typically refer to the use of mathematical modeling and statistical analysis. Identifiers are unique characteristics used to distinguish individuals or groups from one another.

Question 4

Which of the following refers to human characteristics that can be associated with a brand?

Accepted Answer

Brand personality refers to human characteristics that can be associated with a brand, such as being adventurous, trustworthy, or sophisticated. Brand nomenclature refers to the name of the brand, brand personology is not a commonly used term, and brand lifestyle refers to the lifestyle and values associated with a brand.

Question 5

Which term refers to the totality of thoughts and feelings that an individual has about him- or herself?

Accepted Answer

Self-concept refers to the totality of thoughts and feelings that an individual has about him- or herself. Personality refers to enduring patterns of thoughts, feelings, and behavior that distinguish individuals from one another. Lifestyle refers to the way a person lives, including patterns of behavior, attitudes, and activities. Semiotics refers to the study of signs and symbols and their meanings.

Question 6

Which of the following is a group in the VALS classification?

Accepted Answer

Innovators are one of the groups in the VALS (Values and Lifestyles) classification system, which segments consumers based on their values and lifestyles.

Question 7

Which statement best describes Thinkers in the context of the VALS classification of consumers?

Accepted Answer

The statement that best describes Thinkers in the context of the VALS classification of consumers is "They are ideal motivated, mature, and value order." According to VALS, Thinkers are practical and reflective individuals who prioritize knowledge and understanding. They are motivated by ideals and are mature in their outlook. They value order and knowledge above all else, and are typically well-educated and intellectually curious. Thinkers are also characterized by their concern for quality, self-improvement, and social responsibility.

Question 8

Which term refers to the finding that consumers who experience significant life events at approximately the same age are greatly influenced by the events?

Accepted Answer

The term that refers to the finding that consumers who experience significant life events at approximately the same age are greatly influenced by the events is called the cohort effect. A cohort is a group of individuals who share a common characteristic, such as being born in the same year or experiencing a particular event at the same stage of life. The cohort effect suggests that the shared experiences of a group can shape their attitudes, behaviors, and beliefs in a similar way.

Question 9

When he is not at work, Matthew is best described as a young, urban professional who leads an active lifestyle by cycling and playing tennis three times a week. Which term best describes this consumer lifestyle?

Accepted Answer

Psychographic segmentation focuses on consumer lifestyles, interests, beliefs, and values. The description of Matthew's active lifestyle and hobbies indicates a psychographic profile.

Question 10

When Honda first introduced the Odyssey, its offering in the mini-van category, it was promoted as "the Honda of mini-vans." Honda was building upon of its reputation for marketing reliable and dependable automobiles. Which brand personality dimension does this illustrate?

Accepted Answer

The promotion of the Odyssey as "the Honda of mini-vans" emphasizes the brand's competence and reliability, highlighting its reputation for producing dependable automobiles. Therefore, this illustrates the competence brand personality dimension.

Question 11

Which two kinds of information does PRIZM combine in a manner that enables marketers to better understand and target their customers?

Accepted Answer

PRIZM combines demographic and behavioural information to better understand and target customers. Demographic information includes characteristics like age, income, and education level, while behavioural information includes factors like shopping habits and media consumption. By combining these two types of information, marketers can gain insights into what motivates their customers and how to best reach them with their products or services.

Question 12

Mary thinks of herself as a warm, caring person. She is happy with herself and believes others like her. Which of the following comprises these thoughts and feelings Mary has about herself?

Accepted Answer

Mary's thoughts and feelings about herself form her self-concept, which includes her beliefs and perceptions about her own abilities, qualities, and characteristics. Self-meaning refers to the values and meanings individuals attach to their experiences and behaviors, while image perception refers to how one believes others perceive them. Total self encompasses all aspects of an individual, including their physical, emotional, and social selves.

Question 13

What is a primary motivation examined in the VALS classification of consumer lifestyles?

Accepted Answer

The VALS classification of consumer lifestyles examines the primary motivation of ideals, which refers to consumers' beliefs and principles that guide their behavior and consumption patterns. The other options (educational, intellectual, financial) are not the primary motivation examined by VALS.

Question 14

Which of the following is NOT a typical brand personality dimension?

Accepted Answer

Competence, excitement, and ruggedness are all common dimensions of brand personality. However, conscientiousness is not typically considered a dimension of brand personality. It is a common personality trait in individuals, but is not frequently used to describe the personality of a brand.

Question 15

Which technique combines data on consumer expenditures and socioeconomic variables with geographic information in order to identify commonalities in consumption patterns of households in various regions?

Accepted Answer

Geodemographic combines consumer expenditure data and socioeconomic variables with geographic information to identify consumption patterns in different regions. Psychographic is a method of dividing consumers based on their personality traits, values, and interests. Multi-trait analysis measures various traits to identify patterns. VALS is a psychographic tool that classifies people into groups based on their values, attitudes, and lifestyles.

Question 16

Today's marketers pay attention to consumers like Bev, a 55-year-old professional female from Halifax, who has high household income and spending potential. Which demographic age group does Bev represent?

Accepted Answer

Bev represents the Baby Boomer demographic age group, which includes individuals born between 1946 and 1964. They are currently between 57 and 75 years old, with many of them having high household income and spending potential.

Question 17

AIO statements are used to gain an understanding of consumers. What does AIO stand for?

Accepted Answer

AIO stands for "activities, interests, and opinions". AIO statements are used to gain insight into consumers' lifestyles, values, and preferences, and can be helpful in developing marketing strategies and products that appeal to specific consumer segments.

Question 18

Which of the following has NOT been identified as a segment in the European tourism industry?

Accepted Answer

The term "liberal" has not been commonly used as a segment in the European tourism industry. The other three segments (home-loving, idealistic, and hedonistic) have been identified and used in market segmentation strategies.

Question 19

How many different segments are used in the PRIZM consumer classification system?

Accepted Answer

The PRIZM consumer classification system consists of 68 different segments. This system divides the US population into segments based on their behaviors, demographics, and lifestyle preferences. It is commonly used for market research and targeting advertising campaigns.

Question 20

Which term refers to the ways in which consumers live and spend their time and money?

Accepted Answer

Consumer lifestyles refer to the ways in which consumers live and spend their time and money. Consumer demographics refer to characteristics such as age, gender, income, and education. Consumer psychographics refer to attitudes, values, and personality traits that influence consumer behavior. Consumer geodemographics combine geographic and demographic data to identify target markets.

Quiz 6: Personality, Lifestyles, and the Self-Concept