Question 1

What percentage of purchase decisions are made in front of the shelf in the store:
A)40%
B)50%
C)60%
D)70%

Accepted Answer

Studies have shown that 70% of purchase decisions are made in front of the shelf in the store. This emphasizes the importance of companies in optimizing their packaging, labeling, and pricing strategies to influence the customer's decision to buy their product.

Question 2

This is defined as the enhancement of the shopping experience through assortment and planogram alignment with shopper needs:
A)Consumer marketing
B)Consumer merchandising
C)Shopper marketing
D)Shopper merchandising

Accepted Answer

Shopper merchandising focuses on optimizing the shopping experience by aligning product assortment and planograms with shopper needs, enhancing the overall shopping experience.

Question 3

Which of the following statements is NOT correct:
A)Efficiency drives shopping behavior for a product of little importance
B)Loyalty is built based on the person's previous experience
C)Loyalty is built for CPG brands inside the store
D)Memory of consumption is a driving force

Accepted Answer

Loyalty can be built for CPG brands both inside and outside the store. Factors such as advertising, brand reputation, and social media presence can also contribute to building brand loyalty outside the store.

Question 4

Which of the following is NOT identified as an activation point when assessing customer behavior?
A)Consumer marketing
B)Consumer merchandising
C)Shopper marketing
D)Shopper merchandising

Accepted Answer

The answer of Which of the following is NOT identified...

Question 5

This is all pre-store communication and promotion including product development,packaging,advertisements,and promotions:
A)Consumer marketing
B)Consumer merchandising
C)Shopper marketing
D)Shopper merchandising

Accepted Answer

Consumer marketing encompasses all activities related to promoting and selling products to consumers before they reach the store, including product development, packaging, advertisements, and promotions.

Question 6

Customers share their experiences about retailers and products,which is the fastest and most widely spread:
A)Blogs
B)Conversations with family
C)Conversations with friends
D)Email

Accepted Answer

Blogs have the potential to reach a wider audience as they can be easily accessed by anyone online. Additionally, blogs have a higher chance of being shared on social media platforms, which can further amplify their reach. Unlike personal conversations or emails, blogs are publicly available for anyone to view and can therefore have a greater impact on a larger group of people.

Question 7

The external drivers of shopping behavior includes all EXCEPT:
A)Retail ambience
B)Shopping mode
C)Store layout and design
D)Visual merchandising

Accepted Answer

Shopping mode is an internal driver of shopping behavior, as it refers to the individual's personal motives and reasons for shopping (e.g. browsing, fulfilling a need, socializing). Retail ambience, store layout and design, and visual merchandising are all external drivers, as they are aspects of the physical environment that influence a shopper's behavior.

Question 8

This includes all marketing outcomes accrued to a brand name compared to those accrued to a product without a name brand:
A)Brand equity
B)Brand outcome
C)Brand synergy
D)Brand value

Accepted Answer

Brand equity refers to the added value or benefits that a brand name brings to a product compared to a generic product without a brand name. It includes various marketing outcomes such as brand recognition, customer loyalty, perceived quality, and associations with positive attributes.

Question 9

Data compiled by retailers,vendors and consultants to predict customers' behaviors is called:
A)Behavior insights
B)Retail insights
C)Shopping information
D)Shopping insights

Accepted Answer

"Shopping insights" is the most accurate option that defines the data collected by retailers, vendors, and consultants to predict customers' behaviors. This data helps businesses make strategic decisions and improve their overall performance in the market. Option A, B, and C are not wrong per se, but they do not specifically define the type of data being collected and analyzed.

Question 10

Which of the following statements is NOT correct:
A)Brand loyalty always drives shopping behavior
B)Efficiency and economy drive some shopping behaviors
C)Shoppers plan their trips around what they need
D)The shopping occasion drives shopping behavior

Accepted Answer

Brand loyalty is a factor that can drive shopping behavior, but it is not the only factor. Other factors like convenience, price, and product availability can also influence shopping behavior.

Question 11

In order to build a retailer's image,retailers need to do all EXCEPT:
A)Carefully examine the retail image
B)Hold steady to the way business was conducted with the founder
C)Review all aspects of the organization effort
D)Seek a fresh perspective

Accepted Answer

Holding steady to the way business was conducted with the founder may limit the retailer's ability to adapt to changing market trends and customer preferences. It is important for retailers to seek a fresh perspective and review all aspects of their organization effort to build a strong and relevant retail image.

Question 12

This is typical demographic data collected by retailers:
A)Aspirations
B)Gender
C)Interests
D)Life stage

Accepted Answer

Retailers typically collect demographic data such as gender, which is a basic demographic characteristic.

Question 13

Which of the following behavior's was NOT noted in Underhill's research,shoppers tend to:
A)Slow walking speed
B)Female customers prefer tactile objects on tables
C)Male customers prefer an over abundance of merchandise
D)Male customers shop quickly

Accepted Answer

Underhill's research into shopping behaviors highlighted various patterns, such as shoppers slowing down their walking speed, female customers' preference for tactile objects on tables, and male customers tending to shop quickly. However, it did not indicate that male customers prefer an overabundance of merchandise. This choice does not align with the findings from his studies on consumer behavior.

Question 14

This method of data collection is shopping customers and asking questions:
A)Focus groups
B)Intercept survey
C)Internet survey
D)Pantry survey

Accepted Answer

Intercept surveys involve approaching and questioning customers in a specific setting, such as a shopping mall, to collect data about their behaviors and attitudes. This method is best suited for gathering information from a specific target audience, such as customers at a particular store or shopping center.

Question 15

This is all stimuli that builds all marketing outcomes for the brand:
A)Consumer marketing
B)Consumer merchandising
C)Shopper marketing
D)Shopper merchandising

Accepted Answer

Shopper marketing focuses on understanding how a brand's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to benefit the brand, shoppers, retailers, and distributors. It encompasses all marketing stimuli, designed to engage the shopper, build brand equity, and lead to sales.

Question 16

Win Weber pioneered category management with this retail chain:
A)HEB
B)Kmart
C)United
D)Walmart

Accepted Answer

Win Weber is credited with pioneering category management while working with the retail chain HEB.

Question 17

This method of data collection is used when panelists are given a home scanner they use to scan the bar codes of their purchases which is uploaded to a research group's data base.
A)Focus groups
B)Intercept survey
C)Pantry inventory
D)Scanner data collection

Accepted Answer

The answer of This method of data collection is used...

Question 18

This research method includes asking questions to customers in a group session:
A)Focus groups
B)Intercept survey
C)Internet survey
D)Pantry survey

Accepted Answer

Focus groups involve gathering a small group of individuals and asking them specific questions about a product or service. This method provides qualitative data that can help a company understand customer opinions and preferences. It allows for in-depth discussions and interactions between participants, which can yield valuable insights for the company.

Question 19

This type of data collection occurs during the transaction process at the store:
A)Intercept survey
B)Internet surveys
C)Pantry survey
D)Scanner data collection

Accepted Answer

Scanner data collection occurs during the transaction process at the store when the items are scanned at the point of sale, hence it is the correct choice. Intercept survey is a face-to-face survey conducted with customers as they leave the store, internet surveys are conducted online and pantry survey is a research method for collecting information about food consumption patterns within individual households.

Question 20

The internal drivers of shopping behavior includes all EXCEPT:
A)Level of brand loyalty
B)Purpose of shopping occasion
C)Purpose of shopping trip
D)Visual merchandising

Accepted Answer

Internal drivers of shopping behavior are factors that come from within the individual, such as their motivations, attitudes, and beliefs. Level of brand loyalty, purpose of shopping occasion, and purpose of shopping trip are all examples of internal drivers of shopping behavior. Visual merchandising, on the other hand, is an external factor that influences shopping behavior. It refers to the way products are displayed and marketed in store, and can impact how attractive and appealing they appear to customers. However, since the question asks for the exception, the correct answer is D - visual merchandising is not an internal driver of shopping behavior.

Quiz 9: Shopper Insights

What percentage of purchase decisions are made in front of the shelf in the store:

This is defined as the enhancement of the shopping experience through assortment and planogram alignment with shopper needs:

Which of the following statements is NOT correct:

Which of the following is NOT identified as an activation point when assessing customer behavior?

This is all pre-store communication and promotion including product development,packaging,advertisements,and promotions:

Customers share their experiences about retailers and products,which is the fastest and most widely spread:

The external drivers of shopping behavior includes all EXCEPT:

This includes all marketing outcomes accrued to a brand name compared to those accrued to a product without a name brand:

Data compiled by retailers,vendors and consultants to predict customers' behaviors is called:

Which of the following statements is NOT correct:

In order to build a retailer's image,retailers need to do all EXCEPT:

This is typical demographic data collected by retailers:

Which of the following behavior's was NOT noted in Underhill's research,shoppers tend to:

This method of data collection is shopping customers and asking questions:

This is all stimuli that builds all marketing outcomes for the brand:

Win Weber pioneered category management with this retail chain:

This method of data collection is used when panelists are given a home scanner they use to scan the bar codes of their purchases which is uploaded to a research group's data base.

This research method includes asking questions to customers in a group session:

This type of data collection occurs during the transaction process at the store:

The internal drivers of shopping behavior includes all EXCEPT: