Question 1

Which of the following statements about African American buying patterns is most accurate?
A)There are very few differences in the consumption patterns of African Americans and Caucasians.
B)African American men spend more on health and beauty products than Caucasian men do.
C)The typical African American family is five years older than the typical Caucasian family.
D)African American purchase behavior is still affected by the historical deprivation in employment and educational opportunities in the United States.
E)African Americans are not price-conscious.

Accepted Answer

The historical deprivation in employment and educational opportunities in the United States has had a significant impact on African American purchase behavior. This includes a preference for brands that are perceived as supporting the African American community, as well as a tendency to make purchases within their own community. Additionally, African Americans have a lower median household income than Caucasians, which also affects their purchasing decisions. Therefore, option D is the most accurate statement. Choices A, B, C, and E are all incorrect.

Question 2

Among the three major racial/ethnic subcultures in the United States, African Americans rank as __________ in terms of spending power.
A)the largest
B)the second largest
C)the third largest
D)equal with Hispanics
E)equal with Asian Americans

Accepted Answer

African Americans are the second largest racial/ethnic subculture in the United States in terms of spending power, following Hispanics.

Question 3

Which of the following statements about Asian American buying patterns is most accurate?
A)Assimilated Asian Americans have very different buying patterns from a typical U.S. consumer.
B)The diversity of the Asian subculture is so great that generalizations about buying patterns of this group are difficult to make.
C)The Asian American subculture is growing very slowly in the United States.
D)Asian Americans are the least educated racial/ethnic subculture in the United States.
E)Consumer research on Asian Americans suggests individuals and families divide into three groups-assimilated, nonassimilated, and recent immigrants.

Accepted Answer

The diversity of the Asian subculture is so great that generalizations about buying patterns of this group are difficult to make. While there may be some commonalities among certain groups, such as recent immigrants or those with a shared cultural background, it is not accurate to make broad generalizations about the buying patterns of all Asian Americans.

Question 4

Asian Americans who are conversant in English, highly educated, hold professional and managerial positions, and exhibit buying patterns very much like typical American consumers are referred to as __________ Asian Americans.
A)socialized
B)diaspora
C)nonassimilated
D)reassimilated
E)assimilated

Accepted Answer

The term "assimilated" refers to Asian Americans who have fully assimilated into American culture, exhibiting language proficiency, education, and consumer behavior similar to mainstream Americans.

Question 5

Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as
A)reference groups.
B)families.
C)social classes.
D)subcultures.
E)normative groups.

Accepted Answer

Subcultures are groups within a larger culture that share unique values, ideas, and attitudes. They can be based on factors such as ethnicity, religion, age, or geographic region. Reference groups are individuals or groups that influence an individual's attitudes, values, and behavior, but they may not necessarily have a unique set of values themselves. Families are a social unit and may share similar values and attitudes but do not necessarily represent a subculture. Social classes are based on economic status and may share some values and attitudes, but they do not necessarily represent a unique set of values and attitudes. Normative groups refer to groups that influence and enforce social norms and standards, but they may not necessarily have a unique set of values or attitudes.

Question 6

Which of the following is the largest racial/ethnic subculture in the United States?
A)Asian Americans
B)Hispanics
C)Caucasians
D)African Americans
E)Native Americans

Accepted Answer

According to the 2020 U.S. Census, Hispanics make up the largest racial/ethnic subculture in the United States, comprising 18.7% of the population. This is followed by Caucasians at 60.1%, African Americans at 12.4%, Asian Americans at 6%, and Native Americans at 0.9%.

Question 7

Jennifer usually worked long hours at her job at the hospital, so her husband, Ari, an amateur chef, prepared most of the meals for the family. As an anniversary gift, Jennifer bought Ari a top-of-the-line professional cooktop and range. Ari's primary role in this process was that of
A)information gatherer.
B)influencer.
C)purchaser.
D)decision maker.
E)user.

Accepted Answer

Ari's primary role in this scenario is that of a user, as he is the one who will be using the professional cooktop and range to prepare meals for the family.

Question 8

The Martinez family is considering a vacation. Dad wants to stay home this year and use the money for home repairs. His mom who lives with them wants to visit relatives in New York. Dad asks his mother to determine the cost of a trip to New York and if they could stay with relatives while there. Mom and their daughter want to go to a beach. Which of the following sentences best describes the roles each family member played in making this decision?
A)There is no family member serving as an information gatherer.
B)The mother and the grandmother only played the role of influencer.
C)The females in the family only play two roles-users and influencers.
D)Since the father will make the final vacation decision, he has taken on all of the roles.
E)The grandmother plays the roles of user, influencer, and information gatherer.

Accepted Answer

The father serves as the decision-maker, the mother and the daughter serve as users who want to visit New York and the beach respectively, and the grandmother plays multiple roles as an information gatherer (by determining the cost of the trip), an influencer (by expressing her desire to visit relatives in New York), and a user (as she may also want to go to the beach). Therefore, option E is the most accurate description of the roles played by each member.

Question 9

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?
A)Hispanics don't consider advertising a credible source of product information.
B)Hispanic communities are spread across the entire country and therefore are difficult to target.
C)The Hispanic subculture is diverse.
D)Hispanics prefer imports to American-made products; they tend to be ethnocentric in their product preferences.
E)Assimilation is valued and the Hispanic community finds cultural target marketing offensive.

Accepted Answer

The Hispanic subculture is diverse, making it difficult for marketers to create a one-size-fits-all approach that will resonate with all segments of the population. Different Hispanic groups have their own cultural and linguistic characteristics, media preferences, and sensitivities. A marketing campaign that works well in one region or demographic may not perform as well in another.

Question 10

When strolling through the grocery store, a toddler tells her mother, "Yuck, I don't like peas." Her mother puts down the peas and chooses green beans instead. The role of the little girl in this purchase was that of
A)information gatherer.
B)influencer.
C)purchaser.
D)decision maker.
E)user.

Accepted Answer

The little girl is influencing her mother's decision by expressing her dislike for peas and prompting her mother to choose green beans instead. Therefore, her role in the purchase is that of an influencer.

Question 11

Which of the following statements about African American buying patterns is most accurate?
A)African Americans spend more on products for women and girls, especially in terms of clothing.
B)There are significant differences between the buying patterns of African Americans and Caucasians of similar socioeconomic status.
C)African Americans are not price-conscious but are strongly motivated by quality and choice.
D)Adult African Americans spend half as much on online services as Caucasians.
E)When socioeconomic status differences between African Americans and Caucasians are removed, there are more similarities than points of difference.

Accepted Answer

Research has shown that when socioeconomic status differences between African Americans and Caucasians are removed, there are more similarities than differences in their buying patterns. While there may be some differences in the specific products and brands preferred, both groups are price-conscious and value quality and choice. Additionally, there are often more similarities in buying patterns between individuals of similar socioeconomic status, rather than between individuals of the same race or ethnicity.

Question 12

Josh told his father that the family needed a new computer, so his dad asked him to look into the latest products and their prices. Josh's mom asked that the new computer have an ergonomic keyboard because she has wrist problems. His sister Ann wanted the computer to have a lot of memory to edit videos. With this information, Josh's dad chose and ordered a Dell. Which best describes the roles each family member played in making this decision?
A)Josh's mother and Ann acted as information gatherers, users, and decision makers.
B)Josh took on all the roles except that of purchaser.
C)Josh's father took on all of the roles.
D)Ann acted as a user and an influencer.
E)Josh's mother acted as an information gatherer, a user, an influencer, and a gatekeeper.

Accepted Answer

The answer of Josh told his father that the family...

Question 13

_____________ may be defined as the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.
A)Mobility
B)Stratification
C)Culture
D)Social class
E)Values

Accepted Answer

The answer of _____________ may be defined as the relatively...

Question 14

An Asian American family whose relatives emigrated four generations ago has three children. The oldest son, George, is in medical school. Susan, at the age of 21, is a concert pianist. Brent is a second-year business student. This family is likely to exhibit which of the following Asian American buying patterns?
A)nonassimilated, yet celebrating their culture by purchasing authentic Asian goods
B)assimilated, exhibiting buying patterns very much like other typical American consumers
C)assimilated, yet celebrating their culture by seeking traditionally Asian occupations
D)nonassimilated, due to inherent differences in Asian subcultures that transcend generations
E)nonassimilated, exhibiting buying patterns very much like other typical American consumers

Accepted Answer

The family's children have pursued careers and education in fields that are not traditionally associated with Asian Americans. Additionally, the fact that they have been in the United States for four generations suggests that they are likely assimilated to American culture and exhibit buying patterns similar to other American consumers.

Question 15

In 31 percent of households, __________ are the primary grocery shoppers, though they may not be the grocery decision makers.
A)teenagers
B)extended family members
C)paid help
D)children of any age
E)men

Accepted Answer

According to the given information, in 31 percent of households, men are the primary grocery shoppers, even though they may not be the decision makers. Therefore, option E is the best choice.

Question 16

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American _____________ in the United States.
A)agricultural trends
B)influence
C)entrepreneurialism
D)subculture
E)assimilation

Accepted Answer

The presence of different Asian labels on their rice products indicates that Anheuser-Busch is recognizing the diversity of the Asian American subculture in the United States.

Question 17

Which of the following statements about Hispanic buying patterns is most accurate?
A)Hispanics are often brand loyal and willing to pay a premium price for premium quality.
B)Hispanic buying preferences are strongly influenced by contemporary fads and fashions.
C)Hispanics are dubious about using advertising as an information source.
D)Convenience is an essential product attribute for Hispanic homemakers with respect to food preparation or consumption.
E)Uniquely Hispanic buying patterns have virtually disappeared over the past 10 years due to increased assimilation.

Accepted Answer

Hispanics are often brand loyal and willing to pay a premium price for premium quality, reflecting a strong preference for trusted brands.

Question 18

The five roles of individual family members in the consumer purchase decision process are
A)associative group, aspiration group, opinion leader, decision maker, and user.
B)sustainer, experiential, belonger, emulator, and achiever.
C)opinion leader, influencer, decision maker, purchaser, and user.
D)information gatherer, influencer, decision maker, purchaser, and user.
E)need driven, inner directed, outer directed, opinion leader, and decision maker.

Accepted Answer

This is because the five roles of individual family members in the consumer purchase decision process are as follows: information gatherer (researching product options), influencer (influencing the decision of others in the family), decision maker (making the final decision on what to buy), purchaser (physically buying the product), and user (using or consuming the product). Therefore, option D, which lists these five roles, is the best choice.

Question 19

The set of values, ideas, and attitudes that are learned and shared among the members of a group is referred to as
A)national character.
B)culture.
C)social class.
D)code of ethics.
E)ethnic ideology.

Accepted Answer

Culture encompasses the shared beliefs, values, customs, behaviors, and artifacts that characterize a group or society. It includes everything from food, clothing, language, and religious practices to attitudes about family, gender, and social interactions. A group's culture shapes its members' identity, worldview, and behavior, and it is passed down from generation to generation through socialization and communication. National character, social class, code of ethics, and ethnic ideology are related concepts but not the same as culture. National character refers to the traits, values, and behaviors that are associated with a particular nation, based on its history, geography, and culture. Social class refers to the hierarchical stratification of a society based on economic, occupational, and educational factors. Code of ethics refers to the principles and standards of conduct that guide the behavior of individuals and organizations in a specific field or profession. Ethnic ideology refers to the beliefs and attitudes that shape people's identity and membership in a particular ethnic group or community.

Question 20

Subcultures refer to
A)subgroups within the larger national culture, whose values and beliefs are diametrically opposed to foreign cultures.
B)groups within organizations whose values and beliefs influence the corporate culture.
C)subgroups within the larger, or national, culture with unique values, ideas, and attitudes.
D)stakeholder groups outside an organization whose values and beliefs are contrary to the corporate culture.
E)the designation given to people between the ages of 13 and 24 whose values and beliefs are not yet fully formed but are still influenced both by their families and society.

Accepted Answer

Subcultures refer to subgroups within the larger, or national, culture with unique values, ideas, and attitudes. These subgroups can be based on various factors such as ethnicity, religion, age, gender, profession, etc. They may have their own language, fashion, music, and other cultural expressions that differ from the mainstream culture. Subcultures can influence consumer behavior, communication, and social interaction.

Quiz 5: Understanding Consumer Behavior

Which of the following statements about African American buying patterns is most accurate?

Among the three major racial/ethnic subcultures in the United States, African Americans rank as __________ in terms of spending power.

Which of the following statements about Asian American buying patterns is most accurate?

Asian Americans who are conversant in English, highly educated, hold professional and managerial positions, and exhibit buying patterns very much like typical American consumers are referred to as __________ Asian Americans.

Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as

Which of the following is the largest racial/ethnic subculture in the United States?

Jennifer usually worked long hours at her job at the hospital, so her husband, Ari, an amateur chef, prepared most of the meals for the family. As an anniversary gift, Jennifer bought Ari a top-of-the-line professional cooktop and range. Ari's primary role in this process was that of

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

When strolling through the grocery store, a toddler tells her mother, "Yuck, I don't like peas." Her mother puts down the peas and chooses green beans instead. The role of the little girl in this purchase was that of

Which of the following statements about African American buying patterns is most accurate?

_____________ may be defined as the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

In 31 percent of households, __________ are the primary grocery shoppers, though they may not be the grocery decision makers.

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American _____________ in the United States.

Which of the following statements about Hispanic buying patterns is most accurate?

The five roles of individual family members in the consumer purchase decision process are

The set of values, ideas, and attitudes that are learned and shared among the members of a group is referred to as

Subcultures refer to