Question 1

John regularly buys bread from the grocery store.He does not care much for brand and generally just gets whatever the store has in stock.John most likely views bread as a(n)_____.
A) low-involvement purchase
B) new product purchase
C) extensive decision making process
D) limited decision making process

Accepted Answer

A consumer buying a routine product like bread would likely view this as a low-involvement purchase.

Question 2

For which of the following purchases would a consumer most likely to 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 deck on your new home
D) Purchase of a pedigree Golden Retriever puppy

Accepted Answer

Routine decision making is the most common type of consumer decision making and the way consumers purchase most packaged goods. Such products are simple, inexpensive, and familiar; and consumers often have developed favorite brands that they purchase without much deliberation.

Question 3

Product knowledge influences:
A) how easily the product is available to the 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.

Accepted Answer

Product knowledge influences how quickly a consumer goes through the decision-making process. For example, when purchasing a new product for which the consumer has little product knowledge, extensive information may be sought and more time may be devoted to the decision.

Question 4

For which of the following purchases would a consumer be most likely to engage in limited decision making? 
A) The purchase of candy which was selected after the buyer read the fat content on the box
B) The purchase of a gift for a friend
C) The purchase of a 6-pack of beer and a bag of popcorn
D) The renewal of a subscription to Hardware Age, a trade journal, by a hardware store owner

Accepted Answer

Limited decision making is more moderate than other decision making processes but still involves some time and effort searching for and comparing alternatives. Marketers of products for which consumers usually do limited decision making often use eye-catching advertising and in-store displays to make consumers aware of their products and encourage consumers to consider buying them.

Question 5

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 decision making type involved. 
A) Extensive decision making
B) Limited decision making
C) Routine decision making
D) Optional decision making

Accepted Answer

Limited decision making is more moderate but still involves some time and effort searching for and comparing alternatives.

Question 6

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

Accepted Answer

Product knowledge refers to 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.

Question 7

_____ 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 search

Accepted Answer

Routine decision making is the most common type of consumer decision making and the way consumers purchase most packaged goods. Such products are simple, inexpensive, and familiar; and consumers often have developed favorite brands that they purchase without much deliberation.

Question 8

Freda bought the movie "If It's Tuesday,This Must Be Belgium" because she was feeling depressed and wanted to watch something that would cheer her up.Which of the following situational influences guided Freda's purchasing decision? 
A) Time
B) Current conditions
C) Task features
D) Social features

Accepted Answer

Current conditions refer to situational influences such as momentary moods and conditions that influence consumer behavior. These conditions are considered to be immediately antecedent to the current situation to distinguish the states the individual brings to the situation from states of the individual resulting from the situation.

Question 9

Which of the following statements about product involvement is true?
A) Product knowledge is unrelated to product involvement.
B) A consumer is just as likely to develop the same level of product involvement with a product requiring routine decision making as with 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 the purchase is made.

Accepted Answer

A high degree of product involvement encourages extensive decision making by consumers, which likely increases the time it takes to go through the decision-making process.

Question 10

For which of the following purchases would a consumer most likely engage in extensive decision making? 
A) Purchase of a pair of panty hose 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

Accepted Answer

Extensive decision making requires the most time and effort since the purchase involves a highly complex or expensive product that is important to the consumer.

Question 11

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

Accepted Answer

When a consumer sees an advertisement about a new product or service in the newspaper, it is an example of marketing influence on product knowledge.

Question 12

Feeling fatigued after a hard day's work,Carter decided to go to a restaurant and order a Coke and a big piece of chocolate pie in order to feel energized.Which situational influence most likely caused Carter's behavior? 
A) Task features
B) Social features
C) Current conditions
D) Physical features

Accepted Answer

Current conditions are momentary moods or momentary conditions rather than chronic individual traits that influence consumer behavior. These conditions are considered to be immediately antecedent to the current situation to distinguish the states the individual brings to the situation from states of the individual resulting from the situation.

Question 13

For a high-involvement product purchase,consumers are likely to:
A) possess low awareness of product features.
B) obtain a low degree satisfaction.
C) develop a high degree of product knowledge.
D) receive low level of reference group influence.

Accepted Answer

If the purchase is for a high-involvement product, consumers are likely to develop a high degree of product knowledge so that they can be confident that the item they purchase is just right for them.

Question 14

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 Hilton.Later that day,at the supermarket,Mary sees a promotional offer on Hilton'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 case of 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.

Accepted Answer

Group, marketing, and situational influences determine the initial level of product knowledge as well as changes in it. Mary experienced all three sources of influence here in the form of her friend's recommendation, an advertisement, and a promotional offer at the supermarket.

Question 15

Identify the element which 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

Accepted Answer

Product involvement refers to a consumer's perception of the importance or personal relevance of an item.

Question 16

_____ 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

Accepted Answer

Current conditions refer to situational influences such as momentary moods and conditions that influence consumer behavior. These conditions are considered to be immediately antecedent to the current situation to distinguish the states the individual brings to the situation from states of the individual resulting from the situation.

Question 17

A high degree of product involvement typically encourages _____ decision-making by consumers.
A) optional
B) limited
C) extensive
D) routine

Accepted Answer

Product involvement refers to a consumer's perception of the importance or personal relevance of an item. A high degree of product involvement encourages extensive decision making by consumers, which likely increases the time it takes to go through the decision-making process.

Question 18

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 the 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.

Accepted Answer

It is critical for marketers of highly complex or expensive products to understand that consumers are willing to process considerable information to make the best choice. Thus, marketers should provide consumers with factual information that highlights competitive advantages for such high-involvement products.

Question 19

_____ constitutes moderate consumer behavior,but still involves 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

Accepted Answer

Limited decision making is more moderate but still involves some time and effort searching for and comparing alternatives.

Question 20

Jerri wanted to undertake some remodeling prior to moving into her new home after her marriage.She was convinced that she must first replace the carpeting because the previous owners smoked.She did not want to buy any available carpeting hastily because she knew that carpeting varied as per style and quality.Also,Jerri did she want to spend $3,000 for carpeting that had to be replaced in five years.For Jerri,the purchase of the carpeting most likely involved _____ decision making. 
A) selective
B) limited
C) extensive
D) routine

Accepted Answer

Extensive decision making requires the most time and effort since the purchase involves a highly complex or expensive product that is important to the consumer.

Quiz 3: Consumer Behavior

John regularly buys bread from the grocery store.He does not care much for brand and generally just gets whatever the store has in stock.John most likely views bread as a(n) _____.

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

Product knowledge influences:

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

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 decision making type involved.

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 _____.

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

Freda bought the movie "If It's Tuesday,This Must Be Belgium" because she was feeling depressed and wanted to watch something that would cheer her up.Which of the following situational influences guided Freda's purchasing decision?

Which of the following statements about product involvement is true?

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

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.

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

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

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

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

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

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

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