Question 1

All of the brands that a consumer would refuse to consider for the solution of a particular problem are known as the:

Accepted Answer

The inept set refers to the group of brands a consumer explicitly excludes from consideration when making a purchasing decision, often due to negative perceptions or past experiences.

Question 2

Product categories characterised by a high degree of product differentiation are also characterised by relatively extensive external search.

Accepted Answer

Consumers tend to engage in more external search when they perceive a high degree of differentiation among products in a specific category in order to make more informed purchasing decisions.

Question 3

Higher levels of perceived risk generate the external search to increase.

Accepted Answer

This statement is true. When consumers perceive a higher level of risk associated with a purchase decision, they are more likely to engage in external search activities to gather information and reduce their uncertainty.

Question 4

Internal information search:

Accepted Answer

Internal information search involves recalling information from an individual's memory, so none of the given options accurately describe it.

Question 5

Non-searchers are buyers who do not engage in an external information search before purchasing.

Accepted Answer

Non-searchers rely on their memory, past experiences and recommendations from others, and tend to make quick decisions based on familiarity and convenience rather than considering various options and evaluating them.

Question 6

Information search requires:

Accepted Answer

Information search often requires both time and money, as well as potentially giving up other desirable activities in order to focus on the search. Therefore, the best choice is D.

Question 7

Characteristics of the market affect the amount of external information search.

Accepted Answer

The characteristics of the market can affect the amount of external information search. For instance, if the market is highly complex and uncertain or if the product is expensive and infrequently purchased, consumers may engage in more external information searches to reduce perceived risks and increase confidence in their purchase decisions. Conversely, in a market with low complexity and high familiarity, consumers may require less external information and rely more on internal factors such as past experience and brand loyalty.

Question 8

All of the brands that a consumer would consider for the solution of a particular problem are known as the evoked set.

Accepted Answer

The definition of the evoked set includes all brands that a consumer would consider for a particular problem, so it is true that the evoked set encompasses all options that a consumer would think of.

Question 9

The internet has changed the information-search behaviour of some consumers.

Accepted Answer

The internet has revolutionized the way people search for information. With the advent of the internet, consumers have access to a vast amount of information through their computers, laptops, tablets, and smartphones. This has altered their information-search behavior and has led them to rely on online sources to find answers to their queries. As a result, businesses must understand this shift in consumer behavior and adapt their marketing strategies to integrate digital marketing channels to reach their target audience.

Question 10

All of the brands that a consumer would consider for the solution of a particular problem are known as the:

Accepted Answer

The evoked set consists of all the brands that a consumer would consider purchasing for the solution of a particular problem. This set is formed based on the consumer's memory and past experiences with the brands, as well as external factors such as advertising and recommendations from others. The other options, such as the inert set and inept set, refer to brands that are either not considered at all or are actively rejected by the consumer. The decision set, while related, specifically refers to the final set of options that the consumer actually chooses from, which may be a smaller subset of the evoked set.

Question 11

A consumer notices a new product in a store because of a point-of-purchase display and based on the information given in the display purchases the product. This is an example of:

Accepted Answer

Limited decision making involves making a purchase decision based on information that is readily available in the environment, such as a point-of-purchase display. The consumer may not have a strong brand preference, and the decision is relatively simple or routine. Extended decision making involves significant effort and time spent in researching and evaluating different options, and is typically involved in high-priced, high-risk purchases. Internal search refers to gathering information from memory, while in this case the consumer relies on external information provided by the display.

Question 12

Time and energy can be considered consumer costs of conducting an information search.

Accepted Answer

Time and energy are considered opportunity costs of searching for information, as the time and energy spent searching could have been used for other activities. Therefore, they can be considered consumer costs.

Question 13

All of the brands that a consumer can think of when faced with a particular problem are known as the:

Accepted Answer

The awareness set includes all the brands a consumer can recall when considering a purchase, while the evoked set is a subset of the awareness set that the consumer considers for making a decision.

Question 14

Information search may occur for the appropriate evaluative criteria for the solution of a problem.

Accepted Answer

Information search is a process of seeking relevant information to solve a problem or make a decision. One aspect of this search is to identify and evaluate criteria that will help to assess the available solutions. Therefore, it is true that information search may occur for the appropriate evaluative criteria for the solution of a problem.

Question 15

External information can include:

Accepted Answer

External information can come from a variety of sources, including direct experiences, professional information, and the opinions and attitudes of others. Therefore, all of the given answers are correct.

Question 16

All of the brands that a consumer is aware of but is indifferent toward are known as the:

Accepted Answer

The term "inert set" refers to all of the brands that a consumer is aware of but is indifferent toward. This includes brands that the consumer has no preference for and does not consider when making a purchasing decision.

Question 17

Which of the following would most consumers choose as more acceptable for a weekend breakfast than a weekday breakfast?

Accepted Answer

Bacon and eggs or fruit are more commonly associated with a leisurely weekend breakfast, as opposed to the quick convenience of cereals or muesli bars, or just a simple cup of tea or coffee.

Question 18

The inert set contains brands that the consumer dislikes and will not, or is highly unlikely to, consider for purchase.

Accepted Answer

The inert set contains brands that the consumer is indifferent towards; these are brands the consumer recognizes but does not have a strong positive or negative opinion about, making them neither preferred nor actively avoided.

Question 19

A consumer decision requires information on:

Accepted Answer

A consumer decision requires a comprehensive understanding of the performance level or characteristic of each alternative solution on each evaluative criterion, the appropriate evaluative criteria for the solution of a problem, and the existence of various alternative solutions. Therefore, the best choice is D, which includes all of these aspects.

Question 20

Consumers engage in an external search when the perceived cost of the search is more than the perceived value of the search.

Accepted Answer

Consumers engage in an external search when the perceived value of the search is more than the perceived cost of the search. When the perceived cost exceeds the perceived value, consumers may choose to forego the search and make a decision based on incomplete information or rely on heuristics or shortcuts.

Quiz 4: Information Search