Deck 12: Subcultural aspects of consumer behaviour

Question 1

Ancestral pride might lead to:

A) consumption of ethnic foods.
B) travel to the 'homeland'.
C) purchase of ethnic clothing.
D) all of the above.

Answer 1

all of the above.

Question 2

Which of the following statements about ethnic groups in Australia is not true?

A) The size of the ethnic market in Australia has been estimated at 1.4 million households.
B) The ethnic market in Australia spends approximately $56 billion a year.
C) The people within an ethnic group are homogenous.
D) The main ancestry claimed by Australians is English-only.

Answer 2

The people within an ethnic group are homogenous.

Question 3

Before marketers can effectively determine the wants and/or needs of consumers, they should identify the:

A) population.
B) subcultures to which individuals belong.
C) number of competitors in the marketplace.
D) size of the largest competitor.

Answer 3

subcultures to which individuals belong.

Question 4

People who are visiting Australia for study or holiday are referred to as:

A) internationals.
B) foreigners.
C) sojourners.
D) global travellers.

Question 5

The fastest growing major subcultural group in Australia is:

A) Caucasians.
B) Asian-Australians.
C) Aboriginal-Australians.
D) European-Australians.

Question 6

English is the most common language spoken at home in Australia. The second most common language spoken at home in Australia is:

A) Greek.
B) Italian.
C) Mandarin.
D) Polish.

Question 7

Approximately _____ per cent of Australians are born overseas.

A) 5
B) 10
C) 19
D) 24

Question 8

_____-Australians largely lead urban lives and are presently concentrated in Sydney, Melbourne and Brisbane. Although they tend to speak many different languages and dialects, the majority also speak English reasonably well.

A) White
B) English
C) American
D) Asian

Question 9

Which of the following most accurately describes the reason why Australia's Aboriginal and Torres Strait Islander people have been of limited interest to marketers?

A) The Aboriginal and Torres Strait Islander population is not of a significant size.
B) Their tastes and preferences tend to be too different for marketers to include them in their targeting and advertising campaigns.
C) Due to their economic disadvantage.
D) None of the above.

Question 10

Which of the following statements is not an accurate description of Asian-Australians?

A) The majority speak English well.
B) They value a close-knit family life.
C) They are largely urban based.
D) They prefer generic brands.

Question 11

What tends to set subcultures apart from other members of society is their:

A) substantial size.
B) different geographic location.
C) different beliefs, values and customs.
D) different shopping patterns.

Question 12

Which of the following is not a subcultural category?

A) First-language background.
B) Age.
C) Sexual Preference.
D) All of the above are subcultural categories.

Question 13

Which of the following is not true about subcultures?

A) Subcultures are dynamic.
B) Membership in each subculture will provide its own set of beliefs, values and attitudes.
C) Subcultures are of interest to marketers only if they represent a desirable market.
D) Subcultures are unique to the middle and lower classes.

Question 14

The consumption of items such as cars, computers and the Internet is lower for:

A) Asian-Australians.
B) Aboriginal and Torres Strait Islanders.
C) Sojourners.
D) Greek-Australians.

Question 15

A _____ is a distinct cultural group that exists as an identifiable segment within a larger, more complex society.

A) culture
B) subculture
C) trait
D) racial subculture

Question 16

Allen is examining certain beliefs, values and customs for specific groups within a society. Allen is examining a:

A) target market.
B) reference group.
C) segment.
D) subculture.

Question 17

In addition to cultural segmentation, marketers have begun to segment the larger society into smaller ______ that identify themselves as members of these groups and who share similar customs and ways of behaving.

A) micromarkets
B) individual markets
C) racial subcultures
D) subcultures

Question 18

The purchase of cultural artefacts is most often driven by a consumer's desire to associate with his/her:

A) ethnic roots.
B) culture.
C) target market.
D) family.

Question 19

English-speaking background (ESB) Australians and non-English-speaking background Australians, each with their own sets of customs and beliefs are both examples of which of the following?

A) Reference groups.
B) Market segments.
C) National cultural group.
D) Subcultural groups.

Question 20

There are more than ______ community languages in common use in Australia.

A) 2000
B) 600
C) 800
D) 200

Question 21

When it comes to marketing, generation Xers are more likely to be:

A) value-oriented.
B) price-oriented.
C) buying for indulgence.
D) conspicuous consumers.

Question 22

Jocelyn is a single 35-year-old who is a receptionist at a nursing home. Although the pay is not high, she is satisfied with her job because she enjoys it. Jocelyn would be considered to be a member of:

A) the baby boomers.
B) generation X.
C) the elderly.
D) the affluent.

Question 23

When it comes to marketing, baby boomers are:

A) brand embracing.
B) against branding.
C) brand loyal.
D) brand switchers.

Question 24

Generation Y is also known as:

A) busters.
B) slackers.
C) echo boomers.
D) yuppies.

Question 25

Marketers expecting to sell to members of generation X should:

A) use hard sell.
B) advertise in the newspaper.
C) use network television.
D) none of the above.

Question 26

______ have been used to describe groups of individuals who were born in a particular era.

A) Generations
B) Age cohorts
C) Ancestry
D) None of the above

Question 27

Which of the following is not a characteristic of the yuppie subculture?

A) They are well educated.
B) They are well-off financially.
C) They are sceptical of marketing efforts.
D) They are good targets for travel and physical fitness equipment.

Question 28

The single largest distinctive age category alive today is:

A) the baby boomers.
B) generation X.
C) the elderly.
D) the affluent.

Question 29

Yuppies are members of the _____ subculture.

A) generation X
B) baby boomer
C) senior
D) generation Y

Question 30

Which of the following is not a characteristic of the baby boomer subculture?

A) They are comfortable with technology.
B) They are the single largest distinctive age category.
C) They are consumption-oriented.
D) Yuppies are one of the sub-segments in this category.

Question 31

The perceptions that most people have when they hear the general term 'baby boomers' is most consistent with the subgroup known as:

A) younger boomers.
B) older boomers.
C) affluent boomers.
D) Yers.

Question 32

The fact that yuppies are getting married, having children and, as a result, are changing their lifestyle requirements is disturbing news for:

A) status brand name producers.
B) low-priced products.
C) well-known brands.
D) producers of technological products.

Question 33

The largest age subculture is the _____ subculture.

A) generation X
B) generation Y
C) baby boomers
D) senior

Question 34

The major religious denomination in Australia is:

A) Roman Catholic.
B) Islam.
C) Anglican.
D) Orthodox.

Question 35

The age subculture that is most influenced by friends and peers and more likely to be disloyal to brands but highly loyal to relationships is the _____ subculture.

A) baby boomers
B) generation X
C) busters
D) generation Y

Question 36

Which of the following is not a reason why Australian marketers tend to avoid market segmentation based on race?

A) Many Australians appear uncomfortable using race as a legitimate means of segmenting society.
B) The time of arrival of non-English-speaking background (NESB) immigrants is more critical to their economic status than their race.
C) How long a NESB family has lived in Australia is more likely to affect their spending habits than their race.
D) All of the above are reasons why Australians tend to avoid market segmentation based on race.

Question 37

Generation X could be characterised as all of the following except:

A) they do not like labels.
B) they are cynical and do not want to be marketed to.
C) they grew up in the Internet era.
D) they view job satisfaction as more important than salary.

Question 38

Which of the following statements about Maori is false?

A) Unlike the Australian Indigenous population, Maori own significant assets in land, fishing and forestry.
B) The Maori population has a young age structure (over half are younger than 30).
C) Maori are more likely to live in extended families with more than one family per household.
D) The Maori population has the same level of education as non-Maori New Zealanders.

Question 39

A firm appealing to Generation X as potential employees would likely be most successful emphasising:

A) job satisfaction.
B) high pay.
C) career advancement.
D) growth potential.

Question 40

The age category that has low levels of net assets and spends disproportionally more on recreation is:

A) baby boomers.
B) the affluent.
C) the elderly.
D) generation X.

Question 41

The elderly can also be segmented in terms of motivations and quality-of-life orientation. Which of the following is/are (one of) those segments?

A) The new-age elderly.
B) Traditional/stereotypical elderly.
C) Neither (a) or (b) is correct.
D) Both (a) and (b) are correct.

Question 42

One way to segment the elderly into chronological age categories is via all of the following except:

A) the young-old.
B) the mid-age-old.
C) the old.
D) the old-old.

Question 43

Three factors are driving the growth of the elderly population in Australia. Which is not one of the factors?

A) The declining birth rate.
B) The huge baby boomer segment.
C) Improved medical diagnosis and treatment.
D) The economic well-being of the baby boomers.

Question 44

A well-defined and well established subculture is a desirable market segment for marketers.

Question 45

Subcultures are limited to race, religion, nationality and social class.

Question 46

Working women tend to do all the following except:

A) spend less time shopping than non-working women.
B) be less brand-loyal than non-working women.
C) shop on weekends and evenings.
D) buy more through direct mail catalogues than non-working women.

Question 47

The members of a subculture are homogenous.

Question 48

The extent of marketing activities to ethnic groups can be gauged by the strength of the ethnic press in Australia.

Question 49

Subcultural analysis enables a marketing manager to focus on natural, though not necessarily large, market segments.

Question 50

Membership in each subculture will provide its own set of beliefs, values and attitudes.

Question 51

Which of the following is not one of the four perceived age dimensions in the elderly market?

A) Feel age.
B) Do age.
C) Interest age.
D) Cognitive age.

Question 52

In a society like Australia, promotional strategies ______ be limited to a single subcultural membership.

A) should
B) should not
C) may
D) none of the above.

Question 53

It is reasonable to expect members of an ethnic subculture to fluently speak their first language.

Question 54

As immigrant groups become more established, elements of their culture disperse into the community.

Question 55

Which of the following traits is not considered a feminine trait?

A) Tactfulness.
B) Neatness.
C) Talkativeness.
D) Competitiveness.

Question 56

Which of the following is not one of the four segments of the female population?

A) Stay-at-home housewife.
B) Plan-to-work housewife.
C) Just-a-job working woman.
D) Out-of-work housewife.

Question 57

A striking trend for both women and men is the increased rate of _____ workforce participation.

A) part-time
B) full-time
C) career-oriented
D) 'work for the dole'

Question 58

In Australia, there is a great deal of government advertising in ethnic newspapers.

Question 59

When seeking to understand a consumer's consumption behaviour, the marketer's task can be more difficult because of the _____ of their multiple subcultural memberships.

A) exclusiveness
B) geographic effect
C) interaction effect
D) inconsistency

Question 60

The market may be divided into gender subcultures.

Question 61

As Australian life has become increasingly secularised, adherence to traditional religious rules has tended to diminish.

Question 62

Religious subcultures are of importance to marketers mainly due to the artefacts that accompany religious beliefs.

Question 63

Yuppies are considered part of the baby boomer subculture.

Question 64

The largest gift-giving season in Australia is around St. Valentine's Day.

Question 65

Generally, ethnic-specific advertising is more effective than general advertising for the same product.

Question 66

For Generation X starting a family is more important than work commitment.

Question 67

A Malaysian cuisine restaurant in the city centre of Sydney is an example of the culture of an immigrant group dispersing in the community.

Question 68

The most brand-loyal age subculture is the generation Xers.

Question 69

Research consistently suggests that our chronological age is more important in determining our behaviour than our cognitive age.

Question 70

The elderly market can be viewed as a homogeneous group.

Question 71

It can be assumed that a community is homogeneous when the same language is spoken within the community.

Question 72

The largest religious group in Australia is Orthodox.

Question 73

Because they are family-oriented, highly industrious and strongly driven to achieve a middle-class lifestyle, Asian-Australians are an attractive niche market.

Question 74

For Generation X, job salary is more important than job satisfaction.

Question 75

Consumer behaviour is directly affected by religion in terms of products that are symbolically and ritualistically associated with the celebration of various religious holidays.

Question 76

Baby boomers tend to be motivated consumers and are consumption-oriented.

Question 77

Generation X is considered the Internet generation.

Question 78

An ideal age describes the age a person thinks he/she is at and tends to be older than their chronological age.

Question 79

The baby boomers are the second largest distinctive age category in Australia today behind elderly consumers.

Question 80

Baby boomers are motivated consumers who are consumption-oriented.