Question 1

The alternative evaluation stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, yielding brand names that might meet the criteria, and

Accepted Answer

During the alternative evaluation stage, consumers develop perceptions of value by comparing different brands and products based on the criteria they have established.

Question 2

The Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery technology to deliver more power, convenience, prestige, and fuel economy than non-hybrid cars. These attributes listed for the Ford Fusion Hybrid SE are those that consumers may consider when assessing the car. If they do, these attributes would be considered

Accepted Answer

The attributes listed for the Ford Fusion Hybrid SE are criteria that consumers may use to evaluate the car's performance and capabilities, making them evaluative criteria.

Question 3

Once a consumer has completed the alternative evaluation stage of the consumer purchase decision process, the two remaining choices are

Accepted Answer

Once a consumer has completed the alternative evaluation stage, they have narrowed down their options to a few products that meet their needs and preferences. The remaining choices are from whom to buy, which typically involves considerations such as price, convenience, and reputation, and when to buy, which may be influenced by factors such as urgency, availability, and promotions. Choices A, B, D, and E are not relevant or accurate.

Question 4

All of the following would impact your decision about when to buy an offering except

Accepted Answer

The retailer's return policy being very relaxed does not directly impact the timing of when to buy an offering, unlike the other options which are time-sensitive factors.

Question 5

The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as

Accepted Answer

Evaluative criteria are the objective and subjective attributes that consumers use to compare different products and brands. They include factors such as price, quality, features, and reputation.

Question 6

The alternative evaluation stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, __________, and developing consumer value perceptions.

Accepted Answer

The answer of The alternative evaluation stage clarifies the problem...

Question 7

At the __________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

Accepted Answer

The postpurchase stage is the final stage of the consumer purchase decision process and involves a consumer evaluating the product based on his or her expectations. The consumer will either be satisfied with the purchase or experience some level of dissatisfaction. Therefore, choice E is the correct answer.

Question 8

Charlie was standing outside his classroom talking on the phone when a friend heard him say, "Thank you for taking my call so quickly. I'd like to order the 32-gigabyte iPad. I'll pick it up today at the Southdale Apple Store. Can I use the easy pay plan?" Charlie was in which stage of the consumer purchase decision process?

Accepted Answer

Charlie has already gone through problem recognition, information search and alternative evaluation stages as he has identified his need for an iPad with specific features, gathered information about it and evaluated alternatives. He is now at the purchase decision stage where he is making the decision to actually buy the product.

Question 9

Evaluative criteria refer to

Accepted Answer

Evaluative criteria are the attributes or characteristics of a product or service that consumers use to make a purchasing decision. These criteria can be both objective (such as price, quality, and features) and subjective (such as brand reputation, personal preferences, and emotional connection). Evaluative criteria are essential for marketers to understand as they help in designing effective marketing strategies that meet customer needs and expectations.

Question 10

Which of the following statements concerning evaluative criteria is most accurate?

Accepted Answer

Consumers often have multiple criteria for evaluating a product. These criteria can be both objective (e.g. price, quality, reliability) and subjective (e.g. personal preferences, emotions). The statement in option A is incorrect as consumers may still consider other products even if the alternatives in their consideration set do not meet all their criteria. The statement in option C and D is incorrect as evaluative criteria can represent both objective and subjective attributes. Finally, option E is not true as consumers prioritize evaluative criteria differently depending on their needs and preferences.

Question 11

A consideration set refers to

Accepted Answer

A consideration set specifically refers to the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. It excludes those outside of what the consumer would view as acceptable options.

Question 12

Which of the following is not an example of a marketer-dominated source of information consulted during an external search?

Accepted Answer

Consumer Reports magazine is an example of a consumer-dominated source of information, rather than a marketer-dominated source. They focus on providing unbiased product reviews and recommendations to consumers, rather than promoting specific brands or products. The other options listed are all examples of marketer-dominated sources, as they are controlled by companies and used to promote their products or services.

Question 13

The alternative evaluation stage clarifies the problem for the consumer by __________, yielding brand names that might meet the criteria, and developing the consumer value perception that each alternative presents.

Accepted Answer

The alternative evaluation stage involves suggesting criteria for the purchase, which helps the consumer clarify their problem and narrow down their options. This leads to the development of consumer value perception for each brand alternative. Therefore, choice C is the best answer. The other options (A, B, D, and E) are not directly related to the alternative evaluation stage.

Question 14

Sensitivity to consumers' consumption or use experience, whether they are satisfied or dissatisfied, is extremely important in their

Accepted Answer

Sensitivity to consumers' consumption or use experience,whether they are satisfied or dissatisfied,is extremely important in their value perception.

Question 15

The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware is referred to as the

Accepted Answer

The consideration set is the group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. The other options are not accurate terms for this concept.

Question 16

In recent ratings from independent rating agencies for selected smartphone brands and models, a number of factors are listed, such as price, display, audio quality, text messaging, web capability, and camera quality. These factors are the typical __________ for smartphones.

Accepted Answer

Evaluative criteria are the specific features or attributes that consumers consider when evaluating and comparing different products or brands. In the case of smartphones, factors such as price, display, audio quality, text messaging, web capability, and camera quality are common evaluative criteria that are typically used to assess different models and brands of smartphones.

Question 17

Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of a new car. She told a co-worker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

Accepted Answer

Sanaa is in the alternative evaluation stage of the purchase decision process, where she is comparing the features and benefits of two different cars (Volvo and Cadillac) before making a decision.

Question 18

Independent agencies provide ratings of many products. A typical report on smartphones includes brands such as Apple, HTC, LG, Motorola, and Samsung. These brands are referred to as the __________ when consumers use these smartphone ratings to evaluate the products.

Accepted Answer

The consideration set refers to the group of brands that consumers consider when making a purchase decision. In this scenario, the brands listed in the report (Apple, HTC, LG, Motorola, and Samsung) are the options that consumers may consider when purchasing a smartphone, making them the consideration set. The other options listed (evaluative criteria, points of difference, value propositions, and core benefits) refer to different aspects of the product evaluation process, but they do not specifically address the role of brands in the consideration set.

Question 19

When purchasing a tablet device, factors a consumer considers prior to purchase are called __________, which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.

Accepted Answer

Evaluative criteria are the factors a consumer considers prior to purchase, which can be objective or subjective, and are used to compare different products and brands.

Question 20

The BMW StreetCarver is a $495 skateboard that features BMW's technology in its wheel suspension, which stabilizes the board's sleek design and allows for greater control around sharp curves. BMW wants its skateboard to be within the consideration set of potential skateboard buyers. In this case, it will most likely focus on

Accepted Answer

Since the BMW StreetCarver's unique selling point is its technology that allows for greater control and stability around curves, BMW should focus on explaining this aspect in its advertising messages to ensure potential skateboard buyers understand the benefits of the product.

Quiz 5: Understanding Consumer Behavior