Question 1

Cognitive dissonance is a state of mind where attitudes and behaviors align.

Accepted Answer

Cognitive dissonance refers to the mental discomfort experienced when a person holds two or more contradictory beliefs, attitudes, or values, or when their behaviors do not align with their beliefs.

Question 2

The leisure market is comprised of travelers who individually, in couples, in families or in small groups visit a hotel or restaurant non-business.

Accepted Answer

The leisure market indeed consists of individuals, couples, families, or small groups who visit hotels or restaurants for non-business purposes, typically for relaxation, vacation, or entertainment.

Question 3

When customers begin a search process, they are looking for a solution to their problems

Accepted Answer

Customers initiate a search process when they recognize a need or a problem they want to solve, and they look for products or services that can meet their needs or solve their problems.

Question 4

The buying decision process as outlined in the text begins with the customer's search process.

Accepted Answer

The buying decision process typically begins with the recognition of a need or problem, not the search process. The search process is a subsequent step where the consumer seeks information about the products or services that can solve their need or problem.

Question 5

Hospitality customers have exactly the same behaviors as those who purchase other goods.

Accepted Answer

Hospitality customers often seek experiences and personal service, which can lead to different behaviors compared to purchasing physical goods, where the focus might be more on product features or price.

Question 6

Understanding the customer begins with five generally agreed upon tenets of consumer behavior.

Accepted Answer

There is no universally agreed-upon set of five tenets of consumer behavior; different models and theories exist to understand consumer behavior.

Question 7

What a marketer perceives is what the customer perceives.

Accepted Answer

Marketers may have a different perception of a product or service than customers due to their inside knowledge, biases, and objectives, whereas customers' perceptions are influenced by their needs, experiences, and external influences.

Question 8

A reference group may be defined as people who use the stages of selectivity to make wise decisions while shopping.

Accepted Answer

A reference group is defined as any person or group that serves as a point of comparison (or reference) for an individual in forming either general or specific values, attitudes, or a specific guide for behavior.

Question 9

Segmenting hospitality customers is a way of grouping based on customers' wants and needs.

Accepted Answer

Segmenting hospitality customers involves categorizing them into groups based on their specific wants, needs, preferences, and characteristics to better tailor services and marketing efforts.

Question 10

Creating beliefs is much easier than changing them.

Accepted Answer

Beliefs are often formed based on initial information, experiences, or teachings, and once established, they are reinforced by confirmation bias and resistance to contradictory information, making them more difficult to change.

Question 11

The behavior of a customer is a process and the act of buying is only an intermediate stage in that process.

Accepted Answer

The behavior of a customer encompasses a series of steps leading up to and following the act of purchasing, including the recognition of a need, information search, evaluation of alternatives, the purchase decision, and post-purchase behavior. The act of buying is just one part of this broader process.

Question 12

Attitudes are the cognitive component on the belief, attitude, intention trilogy that customers often follow.

Accepted Answer

Attitudes are not just the cognitive component; they encompass cognitive (beliefs), affective (feelings), and behavioral (actions) components, reflecting how individuals think, feel, and are inclined to act towards an object or idea.

Question 13

Consumer behavior is a process and many influences affect this process both before and after the act of purchase.

Accepted Answer

Consumer behavior encompasses the processes and influences that affect consumers' choices, attitudes, and behaviors before, during, and after making a purchase, including psychological, social, and economic factors.

Question 14

Maslow was a psychologist who explained how people are motivated.

Accepted Answer

Abraham Maslow was a psychologist who developed the hierarchy of needs, a theory explaining human motivation based on fulfilling a series of needs from the most basic to more complex ones.

Question 15

There is no need for education of the customer since they know what is best for them and they make wise choices for themselves.

Accepted Answer

Customers often rely on expert advice and information to make informed decisions, especially in complex markets or when dealing with new products and services. Education can help bridge knowledge gaps and empower customers to make better choices.

Question 16

The leisure traveler group contains the greatest "demanders."

Accepted Answer

Business travelers often have a higher demand due to the necessity of travel for work purposes, making them willing to spend more on travel expenses compared to leisure travelers who are more flexible and price-sensitive.

Question 17

The business traveler is defined as a customer who is utilizing the product because of a need to conduct business in a particular destination area.

Accepted Answer

A business traveler is indeed someone who travels to a destination primarily for business purposes, which means their travel is motivated by the need to engage in work-related activities rather than leisure or tourism.

Question 18

A reference group is a group that assists a researcher with a literature review.

Accepted Answer

A reference group is a social group that serves as a point of reference in making evaluations and decisions, not specifically for assisting with a literature review.

Question 19

It is necessary to select and understand our target markets before effective and efficient positioning strategies can be developed.

Accepted Answer

Understanding target markets is essential for developing effective and efficient positioning strategies, as it allows businesses to tailor their offerings and messaging to meet the specific needs and preferences of their target audience.

Question 20

Behavior theories are important in hospitality because they help us to explain why certain behaviors occur.

Accepted Answer

Behavior theories in hospitality are crucial as they offer insights into the reasons behind specific behaviors of both guests and staff, enabling better service delivery and improved guest satisfaction.

Quiz 7: Understanding Individual Customers