Question 1

List the three stages of the consumption process, indicating for each stage some of the issues of concern to the consumer as well as to the marketer.

Accepted Answer

Pre-purchase stage:
Consumer concerns: How does the consumer decide if a product is needed? What are the best sources for information to learn more about alternative choices?
Marketers' concerns: How are consumer attitudes formed or changed? What cues do consumers use to infer which products are superior to others?
Purchase stage:
Consumer concerns: Is acquiring a product a stressful or pleasant experience? What does the purchase say about the consumer?
Marketers' concerns: How do situational factors, such as time pressure or store displays, affect the consumer's purchase decisions?
Post-purchase stage:
Consumer concerns: Does the product provide pleasure or perform its intended function? How is the product eventually disposed of, and what are the environmental consequences of this action?
Marketers' concerns: What determines whether a consumer will be satisfied with a product and buy it again? Does this person tell others about his/her experience with the product and affect their purchase decisions?

Question 2

A fast-food chain describes its core customer as a single male under 30 years of age with a working-class job, who reads little, likes loud music, and hangs out with friends. This is an example of:
A) subculture.
B) marketing segmentation.
C) demographics.
D) a typical male Canadian consumer of burgers.

Accepted Answer

This description is an example of marketing segmentation, where the fast-food chain is identifying a specific segment of the market to target based on certain characteristics and behaviors.

Question 3

In studying consumer behaviour, it is often useful to categorize people on the basis of some similarity. Descriptions such as age, gender, income, or occupation are called:
A) demographics.
B) psychographics.
C) personal profiles.
D) physiology.

Accepted Answer

Demographics refer to statistical data relating to the population and particular groups within it, such as age, gender, income, or occupation, which are commonly used in studying consumer behavior to categorize people based on similarities.

Question 4

Gail decides to take a break from studying and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a:
A) lifestyle discussion.
B) brand competition.
C) consumption community.
D) marketplace competition.

Accepted Answer

Gail's participation in a product discussion group is an example of a consumption community, where individuals with similar interests in specific products or services come together to share information, experiences, and opinions.

Question 5

If a product succeeds in satisfying needs and is purchased over and over again, it most likely has attained:
A) product separation.
B) brand loyalty.
C) lifestyle variation.
D) purchase conception.

Accepted Answer

Brand loyalty is achieved when a product consistently meets or exceeds customer expectations, leading to repeat purchases over time.

Question 6

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires is called:
A) market segmentation.
B) relationship marketing.
C) market research.
D) consumer behaviour.

Accepted Answer

Consumer behavior focuses on how individuals or groups choose, buy, use, or dispose of products, services, ideas, or experiences to meet their needs and desires.

Question 7

In studying consumers like Gail, a college student, marketers often find it useful to learn their interests in music or clothing, how they spend their leisure time, and even their attitudes about social issues, to be able to categorize consumers according to their lifestyles. This sort of information is called:
A) core values.
B) psychographics.
C) configurations.
D) physiognomies.

Accepted Answer

Psychographics refers to the study of consumers based on their activities, interests, and opinions (AIOs). It helps marketers understand consumer lifestyles to tailor their marketing strategies effectively.

Question 8

The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before, during, and after a purchase is made.

Accepted Answer

The expanded view of consumer behavior acknowledges that various factors can influence a consumer's decision-making process at different stages, including before the purchase (e.g., advertising, brand image), during the purchase (e.g., shopping experience, customer service), and after the purchase (e.g., post-purchase satisfaction, loyalty programs).

Question 9

Which of the following is NOT an example of a demographic variable?
A) age
B) geography
C) lifestyle
D) ethnicity

Accepted Answer

Demographic variables typically include statistical aspects of populations such as age, ethnicity, and geography. Lifestyle, however, is considered a psychographic variable, which relates to people's attitudes, values, or interests rather than their demographic characteristics.

Question 10

Tina, a supervisor of displays for Sears Canada, knows that attractive displays can generate additional sales of particular items. From a marketer's perspective, this is:
A) a purchase issue.
B) a post purchase issue.
C) merchandising complexity.
D) a loss leader.

Accepted Answer

Attractive displays influencing additional sales is related to the purchase decision process, making it a purchase issue from a marketer's perspective.

Question 11

The expanded view of the exchange that includes the issues that influence the consumer before, during, and after a purchase is called:
A) the value.
B) the strategic focus.
C) the pre-sell strategy.
D) the consumption process.

Accepted Answer

The consumption process refers to the entire sequence of stages that a consumer goes through before, during, and after making a purchase, including the factors that influence their decision-making and experiences.

Question 12

In the early stages of development, what was the field of consumer behaviour known as? What important understanding of the exchange process does this change in name reflect?

Accepted Answer

The answer of In the early stages of development, what...

Question 13

What do we mean when we say that consumer behaviour is a process?

Accepted Answer

The answer of What do we mean when we say...

Question 14

John is the vice president of marketing for a local tour guide company. He is concerned that his customers are not recommending his company to their friends. For John, this problem is a:
A) purchase issue.
B) demographic problem.
C) prepurchase issue.
D) post purchase issue.

Accepted Answer

This is a post-purchase issue because it involves customers' actions and attitudes after they have used the service, specifically whether they recommend the company to others.

Question 15

Recently marketers have come to realize the value of relationship marketing. In marketing terms, "relationship marketing" means:
A) developing friendships with foreign governments so that American products can be sold in their countries at a fair price.
B) instituting practices that show companies' awareness of their responsibilities to the environment and society.
C) building bonds between brands and customers that will last over time.
D) using new electronic capabilities to ensure that all channel members work smoothly together, for example, in seeing that products get to retailers before retailers' inventories run out.

Accepted Answer

Relationship marketing focuses on creating, maintaining, and enhancing strong relationships with customers and other stakeholders that can lead to long-term satisfaction and loyalty.

Question 16

Marketers who interact with their customers on a regular basis, and not just at the time of purchase, are most likely engaged in:
A) brand loyalty.
B) psychographic segmentation.
C) market segmentation.
D) relationship marketing.

Accepted Answer

Relationship marketing focuses on building long-term relationships with customers rather than just focusing on individual transactions. This involves interacting with customers regularly, not just at the time of purchase, to foster loyalty and repeat business.

Question 17

Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.

Accepted Answer

Consumer behavior encompasses all aspects of the purchasing process, including pre-purchase activities (such as research and evaluation), the act of purchasing, and post-purchase evaluation (such as satisfaction and loyalty), not just what happens at the point of purchase.

Question 18

In the early stages of development, consumer behaviour was known as buyer behaviour. What important aspect of the exchange process does this change in name reflect?

Accepted Answer

The answer of In the early stages of development, consumer...

Question 19

Mary designed an unsuccessful advertising campaign for a medical insurance company that was targeted at 18- to 34-year-old males. The campaign only included one commercial, which featured a young man who had become crippled in a skydiving accident. While planning the campaign, Mary failed to recognize that:
A) 18- to 34-year-old males are not interested in medical insurance.
B) not all 18- to 34-year-old males share the same lifestyle.
C) television commercials are not effective for advertising medical insurance.
D) she should have also segmented based on ethnicity.

Accepted Answer

Mary's campaign was unsuccessful because it assumed all individuals in the target demographic share the same interests and lifestyle, which is not the case. Effective marketing should recognize the diversity within target demographics.

Question 20

Explain the view that marketing is more than just an exchange.

Accepted Answer

The answer of Explain the view that marketing is more...

Quiz 1: An Introduction to Consumer Behaviour

List the three stages of the consumption process, indicating for each stage some of the issues of concern to the consumer as well as to the marketer.

A fast-food chain describes its core customer as a single male under 30 years of age with a working-class job, who reads little, likes loud music, and hangs out with friends. This is an example of:

In studying consumer behaviour, it is often useful to categorize people on the basis of some similarity. Descriptions such as age, gender, income, or occupation are called:

Gail decides to take a break from studying and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a:

If a product succeeds in satisfying needs and is purchased over and over again, it most likely has attained:

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires is called:

The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before, during, and after a purchase is made.

Which of the following is NOT an example of a demographic variable?

Tina, a supervisor of displays for Sears Canada, knows that attractive displays can generate additional sales of particular items. From a marketer's perspective, this is:

The expanded view of the exchange that includes the issues that influence the consumer before, during, and after a purchase is called:

In the early stages of development, what was the field of consumer behaviour known as? What important understanding of the exchange process does this change in name reflect?

What do we mean when we say that consumer behaviour is a process?

John is the vice president of marketing for a local tour guide company. He is concerned that his customers are not recommending his company to their friends. For John, this problem is a:

Recently marketers have come to realize the value of relationship marketing. In marketing terms, "relationship marketing" means:

Marketers who interact with their customers on a regular basis, and not just at the time of purchase, are most likely engaged in:

Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.

In the early stages of development, consumer behaviour was known as buyer behaviour. What important aspect of the exchange process does this change in name reflect?

Explain the view that marketing is more than just an exchange.