Deck 4: Consumer Markets and Buying Behavior

Question 1

_____ buy goods or services for their own personal or household use.

A) Ultimate consumers
B) Business users
C) Mass markets
D) Organizational targets
E) Market segments

Answer 1

Ultimate consumers

Question 2

Ultimate consumers:

A) buy goods or services for their own personal or household use.
B) are the most desirable (i.e., most profitable) buyers.
C) are a homogeneous market.
D) are the first buyers of a product.
E) buy goods or services to use in making other products.

Answer 2

buy goods or services for their own personal or household use.

Question 3

Which of the following is an example of consumer buying behavior?

A) an interior designer who orders navy blue twill for a customer's sofa
B) a veterinarian who subscribes to magazines for her waiting pet owners
C) a man who buys gas for his wife's SUV
D) a book store owner who orders flyers to advertise a 20-percent-off promotion
E) all of the above

Answer 3

a man who buys gas for his wife's SUV

Question 4

Which of the following is an example of an ultimate consumer?

A) a salesperson who buys an airplane ticket to Buffalo so he can meet with a client
B) a restaurant owner who buys a gross of tablecloths for the tables in her café
C) a factory manager who buys dental insurance for her assembly line workers
D) a forklift driver who buys a bottle of shampoo to keep in his locker at the gym
E) a school administrator who orders math workbooks for all students in the sixth grade

Question 5

In terms of the geographic distribution of the population, marketers need to know:

A) about 50 percent of the U.S.'s population live in urban areas.
B) one of the smallest markets in the U.S. is the South Atlantic states.
C) no population growth is predicted for the Pacific area of the U.S.
D) by the year 2010, the three most populous states will be California, Texas, and New York in that order.
E) the U.S.'s rural population will decline in the next century, just as it has for the last five decades.

Question 6

Which of the following is a possible explanation for why rural areas in the U.S. are growing at nearly the same rate as its urban areas?

A) the decline in the number of manufacturing jobs
B) the growing number of retirees who want a slower-paced life
C) the increase in the number of regional malls
D) the significant increase in the birth rate in the rural areas
E) regentrification programs

Question 7

Which of the following statements about the rural population in the United States is True?

A) The decline of the population in the rural areas is more rapid today than it was two decades ago.
B) Rural areas in the U.S. contain about 50 percent of the nation's population.
C) Rural areas in the U.S. are growing at nearly the same rate as its urban areas.
D) The primary source of replacement population in urban areas is birth.
E) None of the above statements about the rural population in the U.S. is True.

Question 8

A particular community has an urban population center of 57,000 and a total population of 120,000. The counties in the community are socially and economically integrated, and virtually all employment is nonagricultural. This community would be classified as a:

A) consolidated marketing statistical area (CMSA).
B) micropolitan statistical area.
C) comprehensive marketing sample (CMS).
D) sampled marketing statistical area (SMSA).
E) metropolitan statistical area (MSA).

Question 9

A micropolitan statistical area is:

A) an area that is typically used for test marketing because of its small size.
B) larger than a consolidated marketing statistical area (CMSA).
C) also called a comprehensive sampling area (CSA).
D) an area that has at least one urban cluster of more than 10,000 residents and less than 50,000.
E) a rural collective.

Question 10

A combined statistical area (CSA) is:

A) composed of an adjacent metropolitan and micropolitan statistical area.
B) larger than a primary metropolitan statistical area.
C) a test marketing area with at most 1 million population.
D) also called a comprehensive marketing region.
E) an area that contains a mix of agricultural and nonagricultural employment opportunities.

Question 11

Which of the following statements about suburbs and their populations is true?

A) Suburbanites are more likely than city dwellers to have two cars.
B) Most of the real growth in the U.S. in the last 25 years has occurred in the suburbs.
C) Many service providers have left the central city and moved to the suburbs to be close to their markets.
D) The migration of retailers to the suburbs has created a retailing void in the inner cities.
E) All of the above statements about suburbs and their populations are True.

Question 12

Demographics:

A) refer to how consumers make their buying decisions--motivation, preferences, and attitudes.
B) are the vital statistics that describe a population.
C) include age, social class, income, hobbies, and gender.
D) are not used by marketers because they typically provide conflicting information.
E) refer to consumer lifestyles.

Question 13

Which of the following are NOT examples of commonly used demographic variables?

A) age, gender, and social class
B) family life cycle, gender, and age
C) religion, income, and social class
D) income and education
E) personality, occupation, and life-style

Question 14

Annie is writing a report on her grandparents and great-grandparents. She is trying to locate information on their ethnicity, income, and education. Annie is looking at their _____ characteristics.

A) demographic
B) sociocultural
C) psychographic
D) census
E) lifestyle

Question 15

Qibla-Cola, Mecca-Cola, and Cola Turka are all targeted to Muslims. This targeting is an example of _____ segmentation.

A) geographic
B) economic
C) psychological
D) social
E) demographic

Question 16

According to the family life-cycle stages, young marrieds who have not reached the full nest I stage are most likely to be in the market for:

A) kitchen appliances.
B) tuition.
C) a luxury automobile.
D) living room furniture.
E) cribs and high chairs.

Question 17

Which of the following statements about family life-cycle stages is true?

A) Young marrieds with no children typically devote the majority of their incomes to buying and furnishing a home.
B) The number of family households is increasing at a much faster rate than the number of single households.
C) Couples at the full nest I stage are more interested in automobiles than things for their homes.
D) Marketers are not interested in people at the bachelor stage of the family life cycle.
E) None of the above statements about family life-cycle stages is True.

Question 18

In response to how changes in _____ factors influence consumer behavior, New York-based Bloomberg, launched www.negociosBloomberg.com, a bilingual personal-finance portal geared toward the U.S. Hispanic community. It provides an array of Spanish-language financial calculators, retirement planning tools, and financial news.

A) psychological
B) situational
C) physiological
D) social
E) demographic

Question 19

Streetka is a sporty small car made by Ford and sold to the European market. A recent ad campaign targeted to forty percent of its market that is female used a diamond-encrusted model of the car. Ford used _____ factors when designing this advertising campaign for Streetka.

A) psychological
B) situational
C) physiological
D) social
E) demographic

Question 20

To deal with the marketing environment and make purchases, consumers engage in a buying-decision process. The first step in that decision process is to:

A) identify alternatives.
B) choose an involvement level.
C) recall experiences.
D) recognize an unsatisfied need.
E) determine prepurchase behavior.

Question 21

Larry just found out that he is spending his summer trekking on the Appalachian Trail. He will need a backpack for the trip. When he went to look for his backpack, he could not find the one he used to have. This situation illustrates which stage of the buying-decision process?

A) evaluation of alternatives
B) information search
C) need recognition
D) postpurchase behavior
E) alternative identification

Question 22

Which of the following statements about the buying-decision process used by consumers is true?

A) The decision-buying process has five stages that relate to Maslow's needs hierarchy.
B) Once the process has begun, a consumer must go through all of its stages.
C) All of the stages are the same length.
D) Some stages of the process may be skipped.
E) All stages are performed consciously.

Question 23

Which of the following statements about the buying-decision process used by consumers is true?

A) All stages are not necessarily of the same length.
B) It is not uncommon for some stages to be skipped.
C) The consumer can withdraw from the process at any stage before the actual purchase.
D) Some stages may be performed consciously in certain purchase situations and subconsciously in others.
E) All of the above statements about the buying-decision process are True.

Question 24

A high-involvement purchase:

A) requires very little information search.
B) requires a small investment of time.
C) entails all five stages of the buying-decision process.
D) is not likely to result in the development of brand loyalty.
E) is not described by any of the above.

Question 25

Chase earns $15,000 annually in his job as a veterinarian's assistant. Which of the following would most likely be an example of a high-involvement purchase for Chase?

A) a bottle of rubber cement
B) membership in a health spa
C) a bag of cat litter
D) birthday candles
E) a six-pack of beer

Question 26

Heather spent three weeks finding just the right clothes to wear on the first day of high school classes. She spent hours wandering through stores, looking at clothes, and trying to find just the right combination so she could achieve just the look she desired. For Heather, the buying of the new clothes was an example of a(n) _____ purchase because she went through all five stages of the buying-decision process.

A) high-involvement
B) cue-driven
C) stimulus-response
D) impulse
E) low-involvement

Question 27

This September Jennipher will be a high school junior. Which of the following would most likely be a low-involvement purchase for her as she gets ready for the upcoming school year?

A) bookbag
B) lipstick and eye liner
C) pencils and notebook paper
D) jeans
E) sweater

Question 28

Freddie works as a Waffle House restaurant cook. Which of the following products would most likely be a low-involvement purchase for Freddie?

A) a loaf of whole wheat bread
B) a box of imported cigars
C) tickets to an NBA basketball game
D) a laptop computer
E) a six horsepower tiller

Question 29

A consumer's _____ is reflected in the amount of effort that is expended to satisfy a need.

A) dissonance
B) desire for satisfaction
C) willingness to engage in boundary-spanning
D) level of involvement
E) temporal limitations

Question 30

What is the relationship between loyalty to a brand and a consumer's level of involvement when purchasing that brand?

A) The higher the level of involvement is the higher the perceived loyalty is for a brand.
B) The relationship between level of involvement and a consumer's loyalty to a brand does not change . even if the marketing mix changes significantly.
C) A purchase will often be low involvement if a consumer has high loyalty for the brand.
D) Consumers are not loyal to brands that do not require a high level of involvement.
E) There is no relationship between a consumer's level of involvement and his or her loyalty to a brand.

Question 31

When Harry went to the bookstore to see if his accounting textbook was in stock, he walked by the magazine rack and saw the new copy of Money magazine. He picked the magazine up, and bought it without any prior planning. Buying the magazine was an example of:

A) systematic shopping.
B) reflex buying.
C) random buying.
D) impulse buying.
E) nonsystematic shopping.

Question 32

Which of the following is a type of low-involvement decision making?

A) systematic shopping
B) reflex buying
C) random buying
D) impulse buying
E) nonsystematic shopping

Question 33

_____ is purchasing with little or no advance planning.

A) Systematic shopping
B) Reflex buying
C) Random buying
D) Impulse buying
E) Nonsystematic shopping

Question 34

As Melissa was standing in the checkout line at the supermarket, she saw a small disposable flashlight and thought how handy it would be to keep in her car for when she was out at night. She picked the flashlight up and tossed it in the shopping cart with her other planned purchases. Buying the flashlight is an example of:

A) systematic shopping.
B) reflex buying.
C) random buying.
D) impulse buying.
E) nonsystematic shopping.

Question 35

Which of the following products is most likely to involve an impulse buy?

A) a copy of TV Guide
B) a bottle of expensive champagne
C) a dozen lobsters
D) a life insurance policy
E) common stock in The Home Depot

Question 36

Guardian Angel Personal Alcohol allows people to check their own blood alcohol levels by licking a chemically treated paper strip. When it was first introduced to the market, police in several states distributed the strips to motorists over one Labor Day weekend. It was most likely believed that the distribution of the new product would trigger which stage of the buying-decision process?

A) evaluation alternatives
B) information search
C) need recognition
D) postpurchase behavior
E) alternative identification

Question 37

Consider the buying-decision process. For which of the following products is the search for alternatives probably longest?

A) a plastic clothes drying rack
B) a replacement box of syringes for a diabetic
C) three pounds of ground turkey meat
D) a box of cigars to give to your boss
E) a street map purchased by someone who is lost and late for a party

Question 38

Larry needs a new backpack for a trek he is planning on the Appalachian Trail. He is currently looking at possible backpacks sold at www.backpacks-backpacking.com, at The Sports Authority near his home, and at Oshman's, another retail store. Larry is in which stage of the buying-decision process?

A) evaluation of alternatives
B) information search
C) need recognition
D) postpurchase behavior
E) alternative identification

Question 39

Larry needs a new backpack for a trek he is planning on the Appalachian Trail. He has discovered he can buy the Flexi Kolob Combo, which does not have a chest strap, the Platypus Backdraft, which may not be good for carrying small items, the Ultimate Directions Nimbus, which appears smaller than the others, and the Camelback Cloud Walker, which is very utilitarian in appearance. Leon is in which stage of the buying-decision process?

A) evaluation of alternatives
B) information search
C) need recognition
D) postpurchase behavior
E) alternative identification

Question 40

Consider the buying-decision process. For which of the following products is the search for alternatives probably shortest?

A) a pediatrician
B) a digital camera
C) a five-pound bag of apples
D) a scarf to go with a new lemon-yellow suit
E) an infant car seat

Question 41

Which of the following questions is LEAST likely to be asked during the evaluation of alternatives in the buying-decision process for a muffler repair shop?

A) How efficient are the repair people?
B) What would be gained by trying to locate another muffler repair operation?
C) How long will it take to put a new muffler on my car?
D) How much will a new muffler cost?
E) Will the muffler shop provide any kind of warranty for its repair work?

Question 42

A consumer chooses to shop at a particular store because of _____, a term used to describe his or her reasons for selecting the store.

A) store advertising
B) cognitive motives
C) cognitive dissonance
D) patronage buying motives
E) reference motives

Question 43

Patrons of Heavy's Barbecue enjoy the hickory smell in the air, the sawdust floors, and the family service. They also admire the stuffed animal heads--real and mythical--on the restaurant's walls. By emphasizing its atmosphere in its advertising, Heavy's Barbecue can take advantage of:

A) customers' selective perception.
B) Freudian psychology.
C) customers' cognitive dissonance.
D) patronage buying motives.
E) store clerks' knowledge of selective processes.

Question 44

Holden likes to buy flowers for his wife, but he hates to shop. He likes going to The Garden Gate Florist. When Holden enters the store, he is greeted by name. Then the owner asks how much do you want to spend tonight. Once the price Holden is willing to pay is known, the owner goes about putting together an arrangement. The florist knows what Holden's wife will like and doesn't bother Holden by asking that kind of information. The florist has used _____ to keep Holden loyal to the retailer.

A) patronage buying motives
B) selective perception
C) cognitive support
D) reference motives
E) a branding strategy

Question 45

Which of the following is LEAST likely to be a patronage buying motive for dining at a beachside restaurant?

A) how crowded it is
B) the efficiency of the servers
C) how attractive the restaurant is decorated
D) the menu
E) how much was spent on designing its interior

Question 46

_____ is a state of anxiety that occurs in the postpurchase stage of the buying-decision process.

A) Perceptual cuing
B) Cognitive dissonance
C) Negative reinforcement
D) Selective distortion
E) Stimulus-response

Question 47

Lilletta spent three weeks finding just the right clothes to wear on the first day of high school classes. She spent hours wandering through stores, looking at clothes, and trying to find just the right combination so that she could achieve just the look she desired. When she got to school and found three other girls in almost identical newly purchased outfits, you can be sure she felt some postpurchase:

A) perceptual cuing.
B) cognitive dissonance.
C) negative reinforcement.
D) selective distortion.
E) False stimulus-response.

Question 48

Andy needs a new backpack for a trek he is planning on the Appalachian Trail. He has found several different styles, shapes, and colors of backpacks-all priced between $50 and $60. Because of the similarity of the different types of backpack and its importance to the success of Andy's trip, he is likely to:

A) experience postpurchase dissonance.
B) avoid reference group information.
C) create a False stimulus-response.
D) consider the backpack a low-involvement product.
E) use impulse buying.

Question 49

Jacob just purchased a new computer. He spent a lot of time doing his research and locating one that was state-of-the-art. Two days after he purchased his $4,000 computer system, he read an article in his local newspaper that indicated that a computer bought today would be technically obsolete in three months. Since Jacob is on a tight budget and believes that it is important to have technologically superior equipment, he most probably experienced _____ after his purchase.

A) perceptual cuing
B) cognitive dissonance
C) negative reinforcement
D) selective distortion
E) a False stimulus-response

Question 50

Postpurchase cognitive dissonance is a:

A) state of anxiety brought on by the difficulty of choosing from among several alternatives.
B) level of motivation.
C) type of cue.
D) form of alienation observed only among low-income consumers.
E) form of selective perception common in high-involvement purchases.

Question 51

Buyers typically experience some postpurchase anxieties in all but routine purchases. This state of anxiety is known as postpurchase cognitive dissonance and can be expected to increase as:

A) price elasticity increases.
B) the relative attractiveness of the unselected alternatives decreases.
C) the relative importance of the purchase increases.
D) the length of the distribution channel increases.
E) any of the above occur.

Question 52

Postpurchase cognitive dissonance is frequently greater when:

A) the item purchased is unique.
B) the item purchased has low financial consequences but high social consequences.
C) the only promotion used for the item purchased is word of mouth.
D) the item purchased is a low-involvement product.
E) there is a great similarity between the item selected and the item rejected.

Question 53

Marc just bought a new car. He liked the speed that comes with a Mustang GT, but he also liked the luxury of a Lexus. He purchased the Honda Accord because it seemed to combine some of the luxury of the Lexus and some of the speed of Mustang. Even after making his purchase, Marc wondered if he had missed something by not buying one of the other cars. Marc experienced:

A) a missed perceptual cue existed.
B) an unsatisfied physiological need.
C) cognitive dissonance.
D) unsatisfied stimulus-response.
E) alternative anxiety.

Question 54

Which of the following is NOT a way to reduce cognitive dissonance?

A) Customer avoids reading ads for products she rejected.
B) Salesperson calls on customer after the sale to see if product is working okay.
C) Customer spends very little time evaluating alternatives before making purchase.
D) Seller stresses desirable product features, thus reassuring customer.
E) Buyer examines every possible alternative before deciding which one he will buy.

Question 55

The _____ consists of all marketing organizations and individuals who attempt to communicate with consumers.

A) commercial information environment
B) promotional mix
C) marketing mix
D) social information environment
E) culture

Question 56

Andy needs a new backpack for a trek he is planning on the Appalachian Trail. As he was looking for an acceptable backpack for the 200-mile trip, he visited www.backpacks-backpacking.com to learn about the advantages and disadvantages of various types of backpacks. Andy's source for information about backpacks was the:

A) commercial information environment
B) promotional mix
C) marketing mix
D) social information environment
E) culture

Question 57

Which of the following is a part of the commercial information environment as it relates to Michael purchase of a ceiling fan?

A) the neighbor who has fans in every room in her house
B) the father who believes that ceiling fans reduce electric bills
C) his mother-in-law who sees ceiling fans as a decorating focal point
D) the wife who does not want a ceiling fan blowing her manuscript papers
E) the retailer who explains the different types of ceiling fans

Question 58

Which of the following is part of the commercial information environment as it relates to the buying-decision process necessary for a Snapper riding lawn mower?

A) the salesperson at the Cave Spring Snapper dealership
B) the neighbor who owns a Snapper
C) the friend who shows you an ad for a Snapper in Better Homes & Gardens magazine
D) your spouse who doesn't think you need a riding lawn mower
E) the friend who owns a riding mower exactly like the one you want

Question 59

Which of the following is part of the commercial information environment as it relates to the buying-decision process necessary for a boxed set of the twelve best Friends television shows?

A) the cable network that discontinued showing episodes of the Friends
B) the neighbor who actually has the autographs of all the Friends cast members
C) the teenager who thinks the television show is stupid
D) the relative who thinks Friends was the best television show ever made
E) the sales clerk who says this is a limited edition set and will not be re-released

Question 60

According to the text, the most familiar type of commercial information is available through:

A) editorials.
B) word of mouth.
C) advertising.
D) public relations efforts.
E) point-of-purchase displays.

Question 61

Which of the following is an example of a social influence on consumer behavior?

A) learning
B) motivation
C) the time dimension
D) the terms of the purchase
E) subcultures

Question 62

Miriam's aunt told her that she should boycott Procter & Gamble products such as Tide, Crest, and Pampers because the organization is too supportive of gay rights. This would be an example of:

A) commercial information
B) political information
C) the fifth element of the marketing mix
D) social information
E) selective exposure

Question 63

The _____ is composed of family, friends, and acquaintances who directly or indirectly provide information about products.

A) commercial information environment
B) promotional mix
C) the fifth element of the marketing mix
D) social information environment
E) culture

Question 64

In terms of consumer behavior, culture is:

A) a complex of symbols and artifacts created by a society and handed down from generation to generation.
B) a force that determines our instinctive actions.
C) inherent in each individual at birth.
D) a concept that deals more with the individual than with the group.
E) narrower in scope than the concept of social class.

Question 65

_____ is a complex of symbols and artifacts created by a given society and handed down from generation to generation as determinants and regulators of human behavior.

A) Learning
B) Power
C) Authority
D) Motivation
E) Culture

Question 66

Piggy banks are banned in many Muslim countries, where pigs are considered unclean. This illustrates one of the effects of _____ on everyday life.

A) learning
B) power
C) environment
D) motivation
E) culture

Question 67

Aceh is a region in Indonesia that has fought for independence first from the Dutch, then from the Indonesian government, for over 100 years. Parents in this region traditionally give their young children toy pistols. This illustrates one the social influences of _____ on everyday life.

A) learning
B) power
C) environment
D) motivation
E) culture

Question 68

On certain Polynesian islands, cream of bat soup is a traditional menu item, and the head of the bat is considered a delicacy. This illustrates how _____ affects daily life.

A) learning
B) attitude
C) environment
D) motivation
E) culture

Question 69

The behavior patterns that distinguish _____ are based on factors such as race, nationality, religion, and urban-rural identification. They tend to exhibit characteristic behaviors that distinguish them from other groups.

A) subcultures
B) households
C) nuclear families
D) ultimate consumers
E) social classes

Question 70

What do Southern Baptists, Hispanic-Americans, and New York City natives have in common?

A) They all have the same buying motives.
B) They all are members of different subcultures.
C) They all engage in high levels of involvement in purchases of items for which they have high brand loyalty.
D) None are negatively affected by patronage buying motives.
E) They all have similar psychographic characteristics.

Question 71

As discussed in the text, the five-level social-class structure proposed by Coleman and Rainwater is based on:

A) occupation, amount of income, and race.
B) education, occupation, and type of residential neighborhood.
C) religion, amount of income, and education.
D) amount of income, occupation, and education.
E) race, religion, and neighborhood.

Question 72

You have just been introduced to Matthew Gonzalez. You wonder about his social class. Which of the following information would you NOT need to determine his social class?

A) Maloney has two years of college.
B) Maloney works in a bank.
C) Maloney lives in a three-bedroom brick house.
D) Maloney makes about $75,000 annually.
E) Maloney lives in a restricted subdivision near the country club.

Question 73

Which of the following social classes accounts for the smallest percentage of the total population?

A) upper-middle
B) lower-middle
C) upper
D) lower-lower
E) upper-lower

Question 74

Which of the following statements most accurately describes the American lower-middle class?

A) This class is less future-oriented than the other classes.
B) This class strives for respectability by "doing the right thing" and buying what is popular.
C) Members of this class seldom take risks.
D) This class strives to "buy American."
E) This class is composed of blue-collar workers.

Question 75

Which of the following statements most accurately describes the American upper-lower class?

A) This class strives to "buy American."
B) This class is composed of white-collar workers.
C) Members of this class are future-oriented.
D) This class strives for respectability by "doing the right thing" and buying what is popular.
E) This class is composed of unassimilated immigrants.

Question 76

Which of the following social classes has the greatest need for security?

A) upper-middle
B) lower-middle
C) upper
D) lower-lower
E) upper-lower

Question 77

Which of the following statements most accurately describes the American lower-lower class?

A) Often purchases by members of this class are not based on economic considerations.
B) This class strives to "buy American."
C) Members of this class are future-oriented.
D) This class is composed of blue-collar workers.
E) None of the above statements accurately describe the lower-lower class in the U.S.

Question 78

A general conclusion that can be drawn from studies of social class structures is that:

A) the upper class has more money and is generally happier than the middle and lower classes.
B) it is not possible to move people from one social class to another.
C) the social class system is common is rural areas and small towns but not in large metropolitan areas.
D) different marketing programs may well be needed to reach different social classes.
E families from two different social classes, but with the same amount of annual total income, are likely . to have the same buying patterns.

Question 79

A _____ is made up of people who influence one's attitudes, values, and behavior.

A) social class
B) culture
C) nuclear group
D) nuclear family
E) reference group

Question 80

Sachin Tendulkar, India's top cricketer, was paid $4.14 million over three years to promote motorbikes make by TVS, an Indian manufacturer. Which type of social influence is the India-based motorbike manufacturer using?

A) social class
B) perception
C) motivation
D) reference group
E) household