Deck 6: Understanding Consumer and Business Buyer Behaviour

Question 1

Most companies research consumer buying decisions in great detail to understand ________.

A)consumer needs
B)what, where, how, when, why consumers buy, as well as how much they typically pay
C)consumer wants
D)consumer characteristics
E)consumer attitudes

Answer 1

B

Question 2

Answers to these questions lie deep in the consumer's mind and are not so easy to answer.

A)what
B)when
C)why
D)how
E)where

Answer 2

C

Question 3

People with a(n)________ background are still the largest group among visible minorities in Canada.

A)Hispanic
B)African
C)Aboriginal
D)Asian
E)Northern European

Answer 3

D

Question 4

The consumer market is made up of which of the following?

A)individuals and households who buy goods or services for personal consumption
B)suppliers who provide offerings to retailers
C)businesses that purchase goods and services
D)retailers who resell offerings to customers
E)marketers who focus on satisfying consumer needs

Question 5

________ are groups to which an individual wishes to belong, as when a teenage hockey player hopes to play someday for the Canadian Olympic Hockey team.

A)Membership groups
B)Aspirational groups
C)Leading adopter groups
D)Leisure groups
E)Social class groups

Question 6

According to the authors, which of the following statements is true regarding social class in Canada?

A)Social class is more important in Canada than other countries such as the United States.
B)Lines between social classes in the United States are fixed and rigid.
C)Most Canadians see themselves as middle class.
D)Manners and etiquette determine social class.
E)People are relegated to a permanent class layer in Canada based on their birth right.

Question 7

________ is never simple, yet understanding it is essential to marketers.

A)Brand personality
B)Consumption pioneering
C)Early adoption
D)Consumer buying behaviour
E)Understanding the difference between primary and secondary data

Question 8

According to Statistics Canada, by the year 2017 roughly ________ of the population will be a member of a visible minority.

A)10%
B)20%
C)30%
D)40%
E)50%

Question 9

________ is(are)the most basic cause(s)of a person's wants and behaviour.

A)Culture
B)Brand personality
C)Cognitive dissonance
D)Social factors
E)Selective perception

Question 10

Increasingly this group of consumers are making their voices heard in the political arena and the marketplace.

A)Aboriginal Canadians
B)African Canadians
C)French Canadians
D)mature Canadians
E)youth

Question 11

Which of the following is an example of a major force affecting consumer behaviour?

A)cultural
B)geographical
C)philosophical
D)channels
E)physiological

Question 12

Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.

A)alternative evaluations
B)cognitive dissonances
C)subcultures
D)social classes
E)occupations

Question 13

What is one factor used to measure social class?

A)job satisfaction
B)accent
C)income
D)number of children in the family
E)postal code

Question 14

Since Canada is regional, which of the following do marketers consider as a major Canadian subculture?

A)Hispanic Canadians
B)Carib-African Canadians
C)geographically grouped consumers
D)Irish Canadians
E)Inuit

Question 15

It is most accurate to say that marketers are always trying to spot ________ in order to discover new products that might be wanted.

A)lifestyles
B)cultural shifts
C)groups
D)dissonance
E)attitudes

Question 16

________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviours.

A)Social classes
B)Cultures
C)Reference groups
D)Attitudes
E)Lifestyles

Question 17

Personicx life-stage segmentation is useful for ________.

A)creating targeted, personalized campaigns
B)describing various age groups
C)understanding various social classes
D)identifying various social groups
E)describing a person's economic situation

Question 18

The study of consumer behaviour begins and ends with ________.

A)culture
B)the individual
C)beliefs
D)lifestyles
E)social classes

Question 19

Family is one of the ________ factors that influence consumer behaviour.

A)cultural
B)social
C)personal
D)psychological
E)business

Question 20

The third largest visible minority identified themselves as ________ in the 2006 Canada census.

A)Asian
B)Hispanic
C)Black
D)Gen Xers
E)East Indian

Question 21

A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept.

A)personal characteristics
B)reference groups
C)perceptions
D)attitudes
E)psychographics

Question 22

Companies who use brand ambassadors are participating in ________.

A)opinion leading
B)traditional marketing
C)buzz marketing
D)direct marketing
E)values marketing

Question 23

________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively.

A)Family
B)Social class
C)Membership group
D)Subculture
E)Reference group

Question 24

Why should marketers care about online social networks?

A)Social networks provide opportunities to overwrite influencers' opinions.
B)Social networks enable marketers to become part of consumer conversations.
C)Social networks enable marketers to promote one-way messages.
D)Social networks are an important fad.
E)Social networks can replace all other forms of communicating with customers.

Question 25

________ refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment. It is usually described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness.

A)Alternative evaluations
B)Belief
C)Culture
D)Personality
E)Self-awareness

Question 26

Mountain Dew's "DEWmocracy" campaigns invited avid Mountain Dew customers to help name a new flavour, design new packaging, and select media communications for the brand. Which of the following statements about a participation program like Mountain Dew's DEWmocracy program is likely false?

A)Participation helps drive conversations about the brand.
B)Participation provides excellent targeting for the brand.
C)Participation helps to create attention for the brand.
D)Participation is a starting point for pricing decisions.
E)Participation can be engaging for consumers.

Question 27

Many companies, enlist everyday consumers who are enthusiastic about their brands to become ________ who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards.

A)early adopters
B)brand ambassadors
C)direct marketers
D)direct sellers
E)aspirational consumers

Question 28

A person's buying choices are influenced by four major psychological factors. Which is one of these factors?

A)money
B)manipulation
C)motivation
D)mockery
E)misjudgment

Question 29

People change the goods and services they buy over time because of the two changing factors of ________.

A)belief and attitude
B)perception and personality
C)age and life-cycle stage
D)groups and learning
E)family and tradition

Question 30

According to Freud's theories, people are ________ many of the psychological forces shaping their behaviour.

A)unconscious of
B)unsure of
C)aware of
D)status-driven about
E)socially conscious of

Question 31

A customer's lifestyle can be measured using the AIO dimensions. What does AIO stand for?

A)Activities, Interests, Opinions
B)Activities, Involvement, Organizations
C)Accommodation, Investment, Orientation
D)Acknowledgement, Interests, Options
E)Adoptions, Interests, Occupations

Question 32

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.

A)Opinion leaders
B)Habitual buyers
C)Social networkers
D)Stealth marketers
E)Buzz marketers

Question 33

________ is a person's pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions.

A)Personality
B)Culture
C)Lifestyle
D)Motive
E)Social class

Question 34

Which of the following influences the goods and services purchased by a consumer?

A)adoption process
B)occupation
C)dissonance-reducing buying behaviour
D)city of birth
E)education

Question 35

Facebook.com and YouTube are examples of ________.

A)buzz marketing
B)opinion leaders
C)social networks
D)virtual worlds
E)early adopters

Question 36

Opinion leaders are sometimes referred to as ________.

A)the influentials
B)the upper class
C)the middle class
D)buzz marketers
E)networkers

Question 37

A ________ consists of the activities people are expected to perform according to the persons around them.

A)motive
B)role
C)lifestyle
D)life-cycle
E)tradition

Question 38

A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.

A)stimulus
B)motive
C)culture
D)perception
E)tradition

Question 39

Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?

A)brand perception
B)product image
C)brand personality
D)new product
E)brand equity

Question 40

Brand personality is a mix of human traits attributed to a brand. Which of the following is one of the five brand personality traits discussed in your text?

A)sincerity
B)empathy
C)confidence
D)indecision
E)emotion

Question 41

________ describes changes in an individual's behaviour arising from experience.

A)Lifestyle
B)Learning
C)Perception
D)Cognitive dissonance
E)Aggressiveness

Question 42

If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n)________.

A)brand personality
B)alternative evaluation
C)postpurchase behaviour
D)information search
E)product adoption

Question 43

The buying process starts with ________, in which the buyer recognizes a problem.

A)need recognition
B)information search
C)evaluation of alternatives
D)purchase decision
E)separation of needs and wants

Question 44

Applying ________, marketers can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.

A)subliminal advertising
B)social classes
C)learning theory
D)need recognition
E)cognitive dissonance

Question 45

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

A)Personality
B)Perception
C)Selective grouping
D)Learning
E)Self-actualization

Question 46

The information sources that are most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.

A)commercial
B)public
C)experimental
D)personal
E)social

Question 47

Among other factors, learning occurs through the interplay of which of the following two factors?

A)drives and stimuli
B)stimuli and status
C)status and dissonance behaviour
D)cues and status
E)reinforcement and dissonance behaviour

Question 48

Which of the following is the highest part of Maslow's Hierarchy of Needs?

A)physiological needs
B)safety needs
C)stimulus needs
D)self-actualization needs
E)social needs

Question 49

A(n)________ is a person's consistent evaluations, feelings, and tendencies toward an object or idea.

A)lifestyle
B)motive
C)belief
D)attitude
E)perception

Question 50

People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________.

A)selective retention
B)selective distortion
C)selective attitude
D)selective attention
E)perceptual vigilance

Question 51

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising.

A)alternative evaluation
B)subliminal
C)perceptual
D)innovative
E)comparative

Question 52

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

A)alternative evaluation
B)information search
C)purchase decision
D)situational factors
E)post-purchase dissonance

Question 53

________ are minor stimuli that influence where, when, and how a person responds.

A)Cues
B)Drives
C)Messages
D)Personalities
E)Impulses

Question 54

A(n)________ is a descriptive thought that a person has about something.

A)lifestyle
B)motive
C)belief
D)attitude
E)perception

Question 55

What is the most pressing in Maslow's Hierarchy of Needs at any given time?

A)physiological needs
B)social needs
C)esteem needs
D)self-actualization needs
E)safety needs

Question 56

People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he or she is exposed is called ________.

A)selective retention
B)selective distortion
C)selective attitude
D)selective attention
E)selective perception

Question 57

The buyer decision process consists of five stages. Which of the following is one of these stages?

A)need search
B)risk assessment
C)variety-seeking buying behaviour
D)evaluation of alternatives
E)postpurchase enjoyment

Question 58

The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

A)perception analysis
B)neuromarketing research
C)motivation research
D)need recognition investigation
E)depth research technique

Question 59

Maslow's theory is that ________ can be arranged in a hierarchy.

A)stimuli
B)beliefs and attitudes
C)perceptions
D)human needs
E)decisions

Question 60

People tend to interpret new information in a way that will support what they already believe. This is called ________.

A)selective retention
B)selective distortion
C)selective attitude
D)selective learning
E)selective perception

Question 61

The first step of the business buying process is ________.

A)general need description
B)supplier search
C)proposal solicitation
D)problem recognition
E)order-routine specification

Question 62

As compared to consumer markets, business markets are ________.

A)approximately the same
B)smaller
C)huge
D)somewhat larger
E)less complex

Question 63

The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.

A)perceived performance
B)brand personality
C)recognition
D)consumer market
E)service quality

Question 64

Innovators are ________.

A)the first 3.5% of buyers to adopt a new idea
B)venturesome
C)deliberative
D)traditional
E)trusting

Question 65

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?

A)postpurchase behaviour
B)attitude of others
C)cognitive dissonance
D)alternative evaluation
E)new product adoption

Question 66

Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting-edge fashion at great deals, and her advice is often followed. Rashmi is an example of a(n)________.

A)membership group
B)innovator
C)opinion leader
D)buzz marketer
E)experiential source

Question 67

Which of the following is a way that business and consumer markets are the same?

A)satisfaction of needs through purchase decisions
B)market structure and demand
C)nature of the buying unit
D)types of decisions
E)decision process

Question 68

Which business buying situation is the marketer's greatest opportunity and challenge?

A)modified rebuy
B)straight rebuy
C)new task
D)multiple rebuys
E)system rebuy

Question 69

A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a ________.

A)membership group
B)reference group
C)brand personality
D)subculture
E)lifestyle

Question 70

Which of the following statements about buying centres is true?

A)The buying centre is like a standing committee.
B)The buying centre roles are specified on the organizational chart.
C)The typical buying centre has five employees, one to assume each of the buying centre's roles.
D)An individual's role in the buying centre does not change.
E)The buying centre may involve informal participants who are not obvious to sellers.

Question 71

Large business purchasers usually call for detailed product specifications, written purchase orders, careful supplier searches, and formal approval. These are all examples of how the business buying decision process is more ________ than the consumer buying decision process is.

A)formalized
B)creative
C)relationship-oriented
D)independent
E)concentrated

Question 72

After purchasing a product, the consumer will be satisfied or dissatisfied and will engage in ________.

A)need recognition
B)alternative evaluation
C)postpurchase behaviour
D)product expectations
E)information searches

Question 73

Marketers call the decision-making unit of a buying organization the ________.

A)business buyer
B)business-to-business market
C)supplier-development centre
D)buying system
E)buying centre

Question 74

Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________.

A)alternative evaluation
B)dissonance-reducing buying behavior
C)product characteristics that influence rate of adoption
D)individual differences in innovativeness
E)postpurchase behaviour

Question 75

During which stage of the business buying process is a buyer most likely to conduct value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensive?

A)general need recognition
B)product specification
C)proposal solicitation
D)order-routine specification
E)performance review

Question 76

A problem with the rapidly expanding use of e-purchasing is that it ________.

A)can erode established customer-supplier relationships
B)saves less time than expected
C)generates more transactions to document
D)generates less cost savings than predicted
E)reduces the amount of time purchasing people can spend on strategic issues

Question 77

Reverse auctions, trading exchanges, and company buying sites are all ways that companies can participate in ________.

A)secure extranets
B)product value analysis
C)vendor-managed inventory systems
D)systems selling
E)e-procurement

Question 78

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

A)need recognition
B)cognitive dissonance
C)purchase decisions
D)legitimization
E)dissatisfaction

Question 79

Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher parental divorce rates, recession, and corporate downsizing. They tend to care about the environment and value experience over acquisition. Generation Xers make up a ________.

A)subculture
B)social class
C)social network
D)life-cycle stage
E)lifestyle

Question 80

Consumers learn about new products for the first time and make the decision to buy them during the ________.

A)new product recognition
B)adoption process
C)evaluation process
D)information search
E)quality assessment