Question 1

Which of the following is an example of a marketing influence on consumer behavior?
A) Markus purchased the first pair of jeans he saw rather than the Bugle Boys he wanted because he didn't have the time.
B) Hannah blamed her depression for her purchase of a half-gallon of Edy's brand double fudge brownie ice cream.
C) Mindy purchased clothes at Olsen's Mill Direct because they had publicized that the clothes were up to 60 percent cheaper from other stores.
D) Robin purchased $200 worth of flowering bulbs because her companion convinced her that they would enhance the aesthetics of her yard.

Accepted Answer

The price of products and services often influences whether consumers will purchase them at all and which competitive offering is selected.

Question 2

A marketer can create a consumer perception that their products is worth purchasing, by
A) designing products according to fads.
B) evaluating the response to the product prior to its release.
C) differentiating their products from those of competitors.
D) providing input for the organization's objectives.

Accepted Answer

One of the key tasks of marketers is to differentiate their products from those of competitors and create consumer perceptions that the product is worth purchasing.

Question 3

Marketers can create brand equity by
A) selling the product in prestigious outlets.
B) overpricing the product and claiming better quality.
C) preparing comparative information about competitive brands.
D) making the products available at all locations.

Accepted Answer

One of the ways marketers create brand equity-that is, favorable consumer perceptions of brands-is by selling them in prestigious outlets.

Question 4

Social class can provide some useful insights into consumer behavior and is potentially useful
A) for studying reference groups.
B) as a market segmentation variable.
C) for understanding occupational differences.
D) to influence individual's behavior.

Accepted Answer

For the marketing manager, social class offers some insights into consumer behavior and is potentially useful as a market segmentation variable.

Question 5

Secondary reference groups include
A) family.
B) close friends.
C) relatives.
D) college associations.

Accepted Answer

Primary reference groups include family and close friends, while secondary reference groups include fraternal organizations and professional associations.

Question 6

Groups that an individual looks to when forming attitudes and opinions defines which of the following?
A) Reference groups
B) Social classes
C) Subcultures
D) Cross-functional groups

Accepted Answer

Groups that an individual looks to when forming attitudes and opinions are described as reference groups.

Question 7

Which of the following is an example of a social influence on consumer behavior? A) The fashion editor of Seventeen magazine writes that any teen who wants to be considered 'in' with the times must wear a shirt that shows her bellybutton. B) The manufacturer of a line of aromatherapy candles markets them at very exclusive stores. C) Ernie decides to buy a new dress for Easter, but decides not to buy anything because the store was overcrowded. D) Billie purchases a pair of Honey brand clogs instead of the Birkenstocks because the Birkenstocks were too expensive.

Accepted Answer

The fashion editor of the magazine is a reference leader. Reference group influence is generally considered to be stronger for products that are "public" or conspicuous, that is, products that other people see the individual using, such as clothes or automobiles.

Question 8

It is important for marketers to devise communications that offer _____, and are placed in media that consumers in the target market are likely to use.
A) consistent messages about their products
B) extremely detailed and lengthy product information
C) little information to the customers so that they can be easily manipulated
D) a new marketing strategy aimed at the upper Americans

Accepted Answer

It is important for marketers to devise communications that (1) offer consistent messages about their products and (2) are placed in media that consumers in the target market are likely to use.

Question 9

When preparing Thanksgiving dinner, Marissa worried that her parents would disapprove of her having used ready-to-serve pumpkin pies bought from the local grocery store, rather than making her own. In terms of social influences on her behavior, Marissa was most concerned with
A) a primary reference group.
B) a subculture influence.
C) a secondary reference group.
D) family life cycle.

Accepted Answer

Primary reference groups include family and close friends.

Question 10

Reference group influence is considered to be stronger for products that are
A) conspicuous.
B) in the maturity stage of the product life cycle.
C) inexpensive.
D) well-differentiated from competitors' products.

Accepted Answer

Reference group influence is generally considered to be stronger for products that are "public" or conspicuous—that is, products that other people see the individual using, such as clothes or automobiles.

Question 11

All of the following are marketing influences on consumer decision making except
A) product influences.
B) price influences.
C) promotion influences.
D) technical influences.

Accepted Answer

Marketing influences on consumer decision making are product influences, price influences, promotion influences, and place influences

Question 12

Which American social class comprises of 16 percent of the population and is as diverse in values and consumption goals as are other social levels?
A) Upper Americans
B) The middle class
C) Lower Americans
D) The working class

Accepted Answer

Lower Americans comprise 16 percent of the population and are as diverse in values and consumption goals as are other social levels.

Question 13

When consumers are seeking low-involvement products, _____ is important.
A) order processing
B) order booking
C) ready availability
D) information about warranty

Accepted Answer

When consumers are seeking low-involvement products, they are unlikely to engage in extensive search, so ready availability is important.

Question 14

Primary reference groups include
A) college fraternity members.
B) office colleagues.
C) family and close friends.
D) sports groups.

Accepted Answer

Primary reference groups include family and close friends, while secondary reference groups include fraternal organizations and professional associations.

Question 15

Deals of 40 to 75 percent off, on merchandise at Kmart stores that were being closed, were widely publicized. This led many consumers who had not shopped at Kmart stores in a long time to return and look for bargains. _____ influences led to these bargain-hunters revisiting Kmart stores.
A) Social
B) Product
C) Place
D) Promotion

Accepted Answer

Promotion influences include advertising, sales promotions, salespeople, and publicity and can influence what consumers think about products.

Question 16

As the mother of the groom, Ann was willing to wear the subdued-colored, tailored suit that the bride had selected for the wedding until the sales clerk showed Ann a red, off-the-shoulder cocktail dress. Because the sales clerk kept telling Ann how great the dress looked and because the price of the dress was substantially lower than the suit, Ann bought the dress to wear to the wedding. Ann's decision to buy the red dress was a result of
A) promotion and price influences.
B) place and product influences.
C) promotion and place influences.
D) price and place influences.

Accepted Answer

The price of products and services often influences whether consumers will purchase them at all and, if so, which competitive offering is selected. Advertising, sales promotions, salespeople, and publicity can influence what consumers think about products.

Question 17

The reason that higher prices may not affect consumer buying for some offerings is that
A) most consumers prefer brand names which have higher prices.
B) 70 percent of the total population looks for quality services and are willing to pay higher prices.
C) consumers believe that higher prices indicate higher quality or prestige.
D) most consumers are in a position to purchase higher priced goods.

Accepted Answer

For some offerings, higher prices may not deter purchase because consumers believe that the products or services are higher quality or are more prestigious.

Question 18

An emphasis on _____ is one sign of how much more limited and different working-class horizons are socially, psychologically, and geographically compared to those of the middle class.
A) prestige products
B) emulating the Upper Americans
C) buying what is popular
D) family ties

Accepted Answer

The emphasis on family ties is only one sign of how much more limited and different working-class horizons are socially, psychologically, and geographically compared to those of the middle class.

Question 19

Identify this useful way of classifying and segmenting certain markets as it combines trends in earning power with demands placed on income.
A) Social class
B) Ethnicity
C) Family life cycle
D) Situational influences

Accepted Answer

Because the family life cycle combines trends in earning power with demands placed on income, it is a useful way of classifying and segmenting individuals and families.

Question 20

The group classified as Lower Americans are at times prone to _____ when money is available.
A) instant gratification
B) spending on prestige brands
C) saving large amounts
D) making large investments

Accepted Answer

Some members of Lower Americans are prone to every form of instant gratification when the money is available.

Quiz 3: Consumer Behavior

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

A marketer can create a consumer perception that their products is worth purchasing, by

Marketers can create brand equity by

Social class can provide some useful insights into consumer behavior and is potentially useful

Secondary reference groups include

Groups that an individual looks to when forming attitudes and opinions defines which of the following?

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

It is important for marketers to devise communications that offer _____, and are placed in media that consumers in the target market are likely to use.

When preparing Thanksgiving dinner, Marissa worried that her parents would disapprove of her having used ready-to-serve pumpkin pies bought from the local grocery store, rather than making her own. In terms of social influences on her behavior, Marissa was most concerned with

Reference group influence is considered to be stronger for products that are

All of the following are marketing influences on consumer decision making except

Which American social class comprises of 16 percent of the population and is as diverse in values and consumption goals as are other social levels?

When consumers are seeking low-involvement products, _____ is important.

Primary reference groups include

Deals of 40 to 75 percent off, on merchandise at Kmart stores that were being closed, were widely publicized. This led many consumers who had not shopped at Kmart stores in a long time to return and look for bargains. _____ influences led to these bargain-hunters revisiting Kmart stores.

The reason that higher prices may not affect consumer buying for some offerings is that

An emphasis on _____ is one sign of how much more limited and different working-class horizons are socially, psychologically, and geographically compared to those of the middle class.

Identify this useful way of classifying and segmenting certain markets as it combines trends in earning power with demands placed on income.

The group classified as Lower Americans are at times prone to _____ when money is available.