Deck 3: Consumer Behavior

Question 1

Which of the following distinguishes the American middle class from the working class?

A) The middle class serves as its own reference group.
B) The middle class emulates the upper Americans.
C) The middle class receives public housing, food stamps, and Medicaid.
D) The middle class has lower income levels than the working class.

Answer 1

B

Question 2

The _____ comprise one-third of the American population, and these consumers want to make purchases that are cost-efficient, fashionable, and popular.

A) lower Americans
B) upper Americans
C) working-class Americans
D) middle-class Americans

Answer 2

D

Question 3

Marilyn is not particularly concerned with fashion although she believes in buying quality merchandise. Her interests lie mostly in theatre and art. She frequently travels to Europe to purchase paintings and artwork of renowned artists to add to her extensive private collection. To which of the following social classes does Marilyn most likely belong?

A) The working class
B) Lower Americans
C) The middle class
D) Upper Americans

Answer 3

D

Question 4

Which of the following is a significant characteristic of lower Americans?

A) Access to food stamps
B) Emphasis on family ties
C) Focus on recreational aspects
D) Concern with fashion

Question 5

For a marketing manager, social classes offer some insights into consumer behavior that are potentially useful:

A) for developing the mission statement.
B) as a market segmentation variable.
C) for changing the structure of the social classes.
D) to form buying centers within his company.

Question 6

In terms of consumption decisions, middle-class consumers:

A) purchase quality merchandise and prestige brands exclusively.
B) purchase what experts in the media recommend as good buys.
C) purchase basic goods with financial help from relatives to sustain themselves.
D) primarily purchase food, clothing, and other staples with governmental aid.

Question 7

Identify the correct statement about middle-class Americans.

A) They form the minority of the entire population of the country.
B) They are characterized by a consumer behavior that is directed toward buying popular products.
C) They are least concerned about fashion and media recommendation.
D) They seek to establish their identity and therefore do not emulate the upper Americans.

Question 8

Which of the following is a difference between the Americans belonging to the working class and lower Americans?

A) The working class pursues ease of labor and leisure, while lower Americans do not.
B) The working class does not focus on the mechanical and recreational, while lower Americans do focus on them.
C) The working class has little access to education or resources, while lower Americans receive free education from the State.
D) The working class places little or no emphasis on family ties while lower Americans depend heavily on relatives for emotional support.

Question 9

Which of the following groups is characterized by people who have more frequent interactions among themselves than with the population at large and thus tend to think and act alike in some respects?

A) Dyads
B) Introverts
C) Subcultures
D) Out-groups

Question 10

The emphasis on which of the following aspects differentiates the American working class from its middle-class counterparts?

A) Prestige products
B) Reference groups
C) Basic needs
D) Family ties

Question 11

Which of the following statements about the American social classes is true?

A) The middle class emulates the upper Americans, which distinguishes it from the working class.
B) The middle class is differentiated from other social classes mainly by having income levels that only suffice the meeting of basic needs.
C) The working class is primarily concerned with fashion and buying what experts in the media recommend.
D) Most of the middle class receives public housing, food stamps, and Medicaid.

Question 12

With relevance to marketing, which of the following cultural values of a consumer stimulates interest in products that are used or owned by others in the consumer's same social group?

A) External conformity
B) Individualism
C) Internal resonance
D) Humanitarianism

Question 13

Which of the following individuals typically represents the American middle class?

A) Helena spends her high income toward purchase of prestige brands and quality merchandise.
B) Eva is concerned with fashion and always reads expert reviews and recommendations in the media before making a purchase.
C) Sally depends heavily on her relatives for emotional and economic support.
D) Frieda focuses on the recreational and mechanical aspects of life alike and pursues ease of labor.

Question 14

To reflect the increasing emphasis on achievement and career success in America, the marketing managers of Silicon Field Corp. released a series of advertisements showing the users of the computers designed by them as successful, pioneering professionals in diverse fields such as architecture, medicine, and environmental awareness. The advertisements were carefully designed to focus on customers, rather than listing out multiple capabilities of the company's computers. The advertisements also highlighted that Silicon Field's computers were the cheapest in the industry. In this scenario, the marketing managers at Silicon Field Corp. adapted the company's advertisements to incorporate the _____ in their marketing effort.

A) product orientation
B) product features
C) cultural values
D) skimming strategy

Question 15

Which of the following is the primary differentiating factor for upper Americans from the other social classes?

A) High emphasis on family ties
B) Less accessibility to food stamps
C) Unavailability of Medicaid
D) High incomes

Question 16

Which of the following observations about social classes in the United States is true?

A) The middle class makes up more than half of the American population.
B) The proportion of population belonging to the upper class in the U.S. is the smallest.
C) The working class and lower Americans have identical demographic features, consumption goals, and economic capabilities.
D) The social classes are the sole determining factor for the purpose of market segmentation.

Question 17

What are the primary demands of lower Americans?

A) Products that allow them to emulate upper Americans
B) Products that are recommended by media experts
C) Cost-efficient and popular products
D) Food, clothing, and other staples

Question 18

Identify the correct statement about culture in the context of consumer behavior.

A) Cultural antecedents affect everyday behavior and are determinant of certain aspects of consumer behavior.
B) Absence of empirical evidence suggests that culture cannot predict consumer behavior.
C) Marketing managers should avoid adapting their marketing mix to cultural values as they lead to biases.
D) Cultural values of a domestic market are bound to remain uniform in the global market as well.

Question 19

Groups that an individual looks to when forming attitudes and opinions are called _____.

A) reference groups
B) out-groups
C) venture groups
D) cross-functional groups

Question 20

Identify the impact of mass communication and mass transit on subcultures that have been growing in the United States.

A) It has led to an increase in crimes against existing cultural groups.
B) It has led to the addition of a significant amount of homogeneity in the population.
C) It has led to a decline in the understanding of religious values and beliefs.
D) It has led to a decrease in the existence of subcultural barriers.

Question 21

Which of the following is a reason for family life cycle to be considered a useful way of classifying and segmenting certain markets?

A) It combines trends in earning power with demands placed on income.
B) It provides the dimension of social class as a significant predictor of patterns.
C) It combines prepurchase expectations with postpurchase satisfaction levels.
D) It predicts situational influences according to every family's needs and wants.

Question 22

Which of the following statements is true with regard to reference groups?

A) A buyer may also consult a single individual about purchase decisions.
B) The nature of a product being purchased determines the identity of the reference group.
C) Reference group influence is generally considered to be constant across product categories.
D) Family is secondary to peers as a reference group for people of all ages.

Question 23

Irene considers herself to be an expert on gourmet cuisine, and she has dined at many of the finest restaurants in the United States. On a recent trip to New Orleans, she refused to eat at a restaurant that was reported to have some of the best Cajun food because she thought the décor was tacky and outdated. Which situational influence explains Irene's refusal to eat at the restaurant?

A) Marketing mix
B) Task features
C) Reference groups
D) Physical features

Question 24

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

A) Mani purchased the first pair of denim he saw rather than the Tough Guy pair he wanted since he was pressed for time.
B) Hannah blamed her depression for her purchase of two quarts of Cal's chocolate chip ice cream.
C) Aliya purchased jewelry at Zenia's Boutique because they had publicized about a sale of up to seventy percent off on all their products.
D) Jayla purchased $150 worth of aquatic plants because her companion convinced her that they would enhance the aesthetics of her aquarium.

Question 25

While shopping for grocery, Marissa is unsure about which brand of ready-to-serve pumpkin pies to purchase for the Thanksgiving dinner she has planned. To make the final decision, she calls her mother and buys the brand that she recommends. In this scenario, which of the following determinants has influenced Marissa's purchasing decision with regard to the pumpkin pies?

A) Primary reference group
B) Subculture influence
C) Secondary reference group
D) Family life cycle

Question 26

Marketers of a company can create a consumer perception that their products are worth purchasing by:

A) designing products with the goal of test marketing in mind.
B) evaluating the response to a product prior to its release.
C) differentiating their products from those of their competitors.
D) providing inputs for the company's objectives.

Question 27

While making purchase decisions, which of the following products is most likely to elicit the greatest reference group influence?

A) A car
B) A medicine
C) An award-winning novel
D) A toothbrush

Question 28

Which of the following situational influences provides additional depth to a description of a situation by incorporating details of the persons present, their characteristics, their apparent roles, and interpersonal interactions?

A) Physical features
B) Social features
C) Task features
D) Current conditions

Question 29

Mary prefers her dinner to be a very light meal, and she typically has milk and fruits at night. Recently, when she went out for dinner with her colleagues, she ordered a large portion of pasta with beef sausages along with a drink because she did not want to offend her colleagues. In this scenario, Mary is influenced by the situational factor of _____.

A) physical features
B) task features
C) time
D) social features

Question 30

Primary reference groups include:

A) college fraternity members.
B) members of one's professional association.
C) family and close friends.
D) public figures.

Question 31

During her lunch hour, Shelly has to pick up her laundry, buy a new pair of hose, deposit some money in her bank account, pick out a birthday present for her niece, and have a quick lunch. Which situational influence will most likely have the greatest effect on the purchase of the birthday gift?

A) Time
B) Task features
C) Social features
D) Money

Question 32

Which of the following situational features are the most readily apparent features of a situation?

A) Time features
B) Task features
C) Physical features
D) Social features

Question 33

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

A) Eva purchases a mini skirt after reading Seventeen, a magazine for teens, where a fashion editor writes that any teen who wants to be considered "in vogue" must wear short skirts.
B) The manufacturer of a line of aromatherapy candles markets its products through an exclusive chain of health and wellness stores across the country.
C) Ernie decides against buying a new dress for Easter as she is saving up for a designer gown she wishes to purchase later that year for her wedding.
D) Barath purchases a pair of Rough Terrain brand shoes instead of the Unisole brand because the Unisole shoes aren't within Barath's budget.

Question 34

Marketers can create brand equity by:

A) selling the product in prestigious outlets that are exclusive.
B) ensuring ready availability of the product through retail chains.
C) collecting comparative information about competitive brands.
D) making the product available at all convenience stores.

Question 35

Which situational influence includes an intent or requirement to select, shop for, or obtain information about a general or specific purchase?

A) Current conditions
B) Task features
C) Social features
D) Physical features

Question 36

Secondary reference groups include _____.

A) family
B) close friends
C) spouse and children
D) college associations

Question 37

Which of the following is true of the influences of price, product, and promotions on consumer behavior?

A) Salespeople do not have a direct impact on consumer behavior and its patterns.
B) Consistent bombarding of messages about a product will put off potential consumers.
C) Marketing communications play a critical role in informing consumers about products and services.
D) Value-conscious consumers buy products on the basis of place than other attributes.

Question 38

Gary usually buys a specific brand of snack bars from his neighborhood store. He considers it a low-involvement purchase. This implies that Gary is:

A) unlikely to engage in extensive search.
B) not concerned about ready availability of the product.
C) likely to engage in extensive decision making.
D) likely to be influenced by reference groups.

Question 39

Since consumers receive so much information from marketers and screen out a good deal of it, it is important for marketers to devise communications that:

A) manipulate consumer perceptions in order to make them buy the products.
B) offer diverse messages about their products.
C) minimize the amount of information they circulate about their products or brands.
D) utilize appropriate media through which the consumers in the target market are reached.

Question 40

When purchasing a fire alarm system for a warehouse full of steel furniture, Samuel decides to buy a steel-based system. For a home full of irreplaceable antiques, he chooses a rubber-based system. Which of the following situational influences accounts for Samuel's difference in behavior?

A) Social features
B) Task features
C) Current conditions
D) Physical features

Question 41

The amount of information a consumer has stored in her or his memory about particular product classes, product forms, brands, models, and ways to purchase them is known as _____.

A) product knowledge
B) market input
C) product feature
D) social knowledge

Question 42

Which of the following statements about product involvement is true?

A) Product knowledge is unrelated to product involvement.
B) The level of product involvement with a product requiring routine decision is same as that of a product requiring extensive decision making.
C) Product involvement is independent of the group, marketing, and situational influences operating upon a potential consumer.
D) A consumer's level of product involvement will determine how quickly a purchase is made.

Question 43

Kelly, who wants to buy an exercise machine, sees an advertisement in the local newspaper for a fitness equipment store. She notices that the store showcases the model she wants. This is an example of _____ on product knowledge.

A) group influence
B) situational influence
C) marketing influence
D) product influence

Question 44

Jerri wanted to undertake some remodeling prior to moving into her new house. She was convinced that she must first replace the carpeting because it was stained and smelled of cigarettes. She did not want to rush the purchase of a new carpet because she knew that carpeting costs varied as per style and quality. Also, Jerri did not want to spend $3,000 for carpeting that was anyway going to be replaced in five years. For Jerri, the purchase of the carpeting most likely involves _____ decision making.

A) selective
B) limited
C) extensive
D) routine

Question 45

For which of the following purchases would a consumer most likely engage in routine decision making?

A) Purchase of a new entertainment center
B) Purchase of a Snickers bar each afternoon as a snack
C) Hiring of a contractor to build a car deck
D) Purchase of a pedigree Golden Retriever puppy

Question 46

For which of the following purchases would a consumer most likely engage in extensive decision making?

A) Purchase of a pair of pantyhose at a hotel gift shop
B) Purchase of a cup of coffee from Starbucks
C) Purchase of a pack of cat food
D) Purchase of a new car

Question 47

Product knowledge influences:

A) how easily the product is available to a consumer.
B) how much time marketers spend on creating a marketing campaign.
C) how quickly a consumer goes through the decision-making process.
D) the relationship between cultural values and consumer decision-making process.

Question 48

_____ refer to situational influences such as momentary moods and states that influence consumer behavior.

A) Physical features
B) Current conditions
C) Task features
D) Time factors

Question 49

While shopping for books and videotapes, Freda, usually a cheerful girl, selects the book "Happy Hours" from the bookshelf because she was feeling depressed and wanted to read something that would cheer her up. Which of the following situational influences guided Freda's purchasing decision?

A) Time factors
B) Current conditions
C) Task features
D) Social features

Question 50

When buying clothes, consumers may shop at several stores and compare a number of different brands and styles before purchasing an item without resorting to a complex analysis of the pros and cons of each brand and style. Identify the type of decision making involved.

A) Extensive decision making
B) Limited decision making
C) Routine decision making
D) Optional decision making

Question 51

_____ is the most common type of consumer decision process, and it is seen in operation in the way consumers purchase most packaged goods.

A) Limited decision making
B) Extensive decision making
C) Routine decision making
D) Alternative evaluation

Question 52

Kevin regularly buys bread from the neighborhood grocery store. He is not brand conscious and generally buys whichever brand the store has in stock. Kevin most likely views the routine purchase of bread as a(n) _____.

A) low-involvement purchase
B) new product purchase
C) extensive decision-making process
D) limited decision-making process

Question 53

A high degree of product involvement typically encourages _____ decision making by consumers.

A) optional
B) limited
C) extensive
D) routine

Question 54

Identify the element that refers to a consumer's perception of the importance or personal relevance of an item.

A) Product features
B) Promotional influences
C) Product involvement
D) Product packaging

Question 55

For high-involvement products that require extensive decision making, marketers should provide consumers with:

A) eye-catching advertisements and in-store displays to encourage them to make a purchase.
B) factual information that highlights competitive advantages of the products.
C) ready availability of the products in a variety of outlets and at competitive prices.
D) minimum information to encourage a quick purchasing process.

Question 56

For a high-involvement product purchase, consumers are likely to:

A) possess low awareness of product features.
B) obtain a high degree of disengagement.
C) develop a high degree of product knowledge.
D) receive low level of reference group influence.

Question 57

For which of the following purchases would a consumer most likely to be engaged in limited decision making?

A) The purchase of a brand of candy bar without much deliberation
B) The purchase of a shirt for a friend based on its eye-catching advertisement after comparing different brands
C) The purchase of a six pack of beer and a bag of popcorn by a food gourmet
D) The high priced renewal of a subscription to Hardware Age, a trade journal, by a hardware store owner

Question 58

Mary hears from a friend that green tea can provide extensive health benefits. On her way to work, she sees a billboard advertising the newest brand of green tea by Mildone. Later that day, at the supermarket, Mary sees a promotional offer on Mildone's green tea and decides to try out this brand to see whether green tea really has the benefits its users advocate. Which of the following statements is true with regard to this scenario?

A) Mary's purchase of the green tea was independent of any marketing influence.
B) Mary experienced group, marketing, and situational influences in this purchase.
C) Mary's experience of viewing the billboard was the group influence in this scenario.
D) Mary's level of product knowledge about green tea remained unchanged throughout the events described in the scenario.

Question 59

Feeling fatigued after a hard day's work, Carter decided to go to a restaurant to order a large drink and a big piece of chocolate pie to feel energized. Which situational influence most likely accounts for Carter's behavior?

A) Task features
B) Social features
C) Current conditions
D) Physical features

Question 60

_____ constitutes moderate consumer behavior but still involves some time and effort searching for and comparing alternatives.

A) Limited decision making
B) High-involvement decision making
C) Routine decision making
D) Extensive decision making

Question 61

Which of the following is an example of a marketing source of information for making a purchase decision?

A) An advertisement for a brand of macaroni and cheese
B) Previous experience with a car brand
C) An independent movie review
D) A friend's review on a brand of doughnuts

Question 62

On her way home from work, Shelby sees an ice cream stand and immediately feels a craving for some ice cream. She pulls over to buy a hot fudge sundae. Which of the following influenced her purchasing decision?

A) Social features
B) Reference groups
C) External stimuli
D) Task features

Question 63

_____ can be defined as the desire to become everything one is capable of becoming.

A) Physiological needs
B) Self-actualization needs
C) Esteem needs
D) Belongingness and love needs

Question 64

According to Maslow's hierarchy, which of the following is true of belongingness and love needs?

A) They consist of the primary needs of the human body.
B) Nonsatisfaction of these needs tends to affect mental health.
C) They tend to dominate when all other needs are unsatisfied.
D) They correspond to the quasi-physical needs of safety and physiology.

Question 65

Robert is in the printing business and needs to buy a ream of printer paper for his old printer in order to meet extensive demand this season. For Robert, the purchase of printer paper requires _____ decision making.

A) selective
B) limited
C) extensive
D) routine

Question 66

Tracy has always wanted to become a doctor. She believes that her life's true calling is to help others and save lives. Tracy works at two part-time jobs to pay for medical school. According to Maslow's hierarchy of needs theory, which of the following gives Tracy her drive and focus?

A) Physiological needs
B) Self-dissonance needs
C) Safety needs
D) Self-actualization needs

Question 67

According to Abraham Maslow, the satisfaction of the _____ needs is only possible after the satisfaction of all the needs lower in the hierarchy.

A) physiological
B) self-actualization
C) belongingness and love
D) esteem

Question 68

An article in a local newspaper ranks the facilities of nursing homes in the immediate neighborhood on the basis of cleanliness, staff-patient ratio, on-staff care providers, and other key determinants. This article would be a typical example of a(n) _____ source of information.

A) marketing
B) social
C) experiential
D) public

Question 69

The starting point in the buying process involves the:

A) recognition of an unsatisfied need by the consumer.
B) collection of information by the consumer for the purchase.
C) segregation of pending purchase decisions of the consumer.
D) evaluation of alternatives based on what the consumer has already learnt.

Question 70

If a previously acceptable product for satisfying a consumer need is remembered, and the consumer bases the particular purchase decision on it with little or no additional information search or evaluation, then the source of information can be best described as a(n) _____.

A) internal source
B) group source
C) marketing source
D) public source

Question 71

According to Maslow's hierarchy, _____ will dominate when all needs are unsatisfied, and in such situations, none of the other needs will serve as a basis for motivation.

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

Question 72

An advertisement for a Fast Rationale Emergency Dialer states, "In a life-threatening emergency, 73 percent of people misdial 911." In terms of Maslow's hierarchy, this advertisement was designed to appeal to a consumer's _____.

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

Question 73

Which of the following sources of information regarding a purchase decision includes factors such as advertising, salespeople, dealers, packaging, and displays?

A) Internal source
B) Group source
C) Marketing source
D) Public source

Question 74

Which of the following is true of group sources of information for purchase decisions?

A) They are obtained from a consumer's past experiences based on consumer groupthink and recall.
B) They are conveyed through promotional activities by marketing managers advertising groups.
C) They involve face-to-face conversations and the social media.
D) They involve handling, examining, and using a product as a group.

Question 75

Which of the following is the first step of information processing?

A) Retention of information
B) Attention to information
C) Understanding of information
D) Exposure to information

Question 76

After an intense workout at the gym, Tim feels famished. On his way home, he stops to buy a burger and fries from a fast-food shop. Which of the following factors influenced Tim's recognition of a need?

A) Internal stimuli
B) External stimuli
C) Task features
D) Social features

Question 77

After a long run, Libby feels like buying something cool and refreshing to drink. Libby is currently in which stage of the consumer decision-making process?

A) Alternative evaluation
B) Alternative search
C) Need recognition
D) Purchase decision

Question 78

Robert, who needs a new car, has been looking at several automobile magazines and websites to find a model that he can afford. He has also been asking his friends whether they know of places that offer good deals on cars. Robert is currently in which stage of the decision-making process?

A) Purchase decision
B) Postpurchase evaluation
C) Need recognition
D) Alternative search

Question 79

Which of the following sources of information regarding a purchase decision refers to handling, examining, and trying out a product while shopping?

A) Internal sources
B) Marketing sources
C) Experiential sources
D) Public sources

Question 80

Which of the following is an example of an experiential source of information for making a consumer purchase decision?

A) Trying on various swimsuits
B) An eye-catching sign in a store display
C) Reading about a product's quality in Consumer Reports
D) An advertisement in the midst of several movie trailers