Marketing 3310 - Ch. 6

Whenever Meredith buys toothpaste, she always automatically reaches for the same brand and puts it in her shopping cart with no thought or effort. Meredith is engaging in ______.

habitual decision making

A consumer would generally engage in more information search activities if he or she ______.

had an internal locus of control

Kerry was in her grocery store and saw a display for a new organic yogurt. She had not planned to buy it, but decided on the spot to buy one and try it. Kerry's purchase represents _____.

impulse buying

The steps of the consumer decision process in order

1) need recognition 2) information search 3) alternative evaluation 4) purchase 5) post purchase

Which purchase would be most likely to be motivated by a safety need?

A burglar alarm

For which of these products or services would a consumer typically engage in a more extensive search for information?

A house

For which of the following would a buyer least likely engage in extended problem solving?

A pair of jeans

Marketers are particularly interested in postpurchase behavior because it involves ______.

Actual customers

What are the two types of information search?

Internal search External search

Marketers use promotions in an attempt to change consumers' beliefs and feelings about a product or service. Psychologically, they are trying to change consumers' ______.

Attitudes

A consumer's intention to buy does not always lead to actual purchase. Which of the following is used to measure how often intentions actually lead to purchase?

Conversation rates

Which of the following is NOT a psychological factor that can influence the consumer decision process?

Culture

Jane works out at a health club, attends yoga classes and reads magazines on women's health to satisfy her inner desires and maintain a happy, satisfied outlook on life. Which of Maslow's needs is Jane fulfilling?

Esteem

Jamie wants to buy a car. She reads car reviews online, asks her friends for advice, and visits the websites of all the major car manufacturers. Next, she goes to several car dealerships to test-drive cars. Jamie is engaging in which type of problem solving to select a car?

Extended

Universal sets are a subset of retrieval sets and evoked sets.

False

Melanie is considering purchasing a dress. The price is good, but it will need dry cleaning which will add to the costs in the long run. Melanie is experiencing ____ risk.

Financial

If you are motivated by physiological needs to make a purchase, which product would you buy?

Food

Jonathon does a lot of hiking in cold climates and needs warm clothing. His need for warm clothing is a(n) _______ need.

Functional

When car manufacturers advertise MPG, safety ratings and how fast their cars go from 0-60 mph they are tapping into consumers' ______ needs.

Functional

refers to a consumer's interest in a product or service.

Involvement

In which situation did an alternative evaluation option occur within the search process?

Kevin searches for a new car on the Internet before visiting the "The Mile of Cars" store

Which factor does NOT directly influence how the consumer makes a purchase decision?

Macroeconomic factors

Sandy thinks the east side of her city is a great area to own a home and raise a family. John thinks the east side has a lot of crime, poor schools, and would be a poor choice of location to own a home and raise a family. Sandy and John have different ________ regarding the east side of their city.

Perceptions

Which factors usually influence the consumer decision process the same way each time? (Select all that apply.)

Psychological Social

What is the next stage in the consumer decision process after need recognition?

Search for information

Why would a firm record the number of abandoned virtual carts on its website?

To assess the conversion rate

Consumers often evaluate alternatives while still engaged in the search process.

True

Situational factors sometimes override psychological and social issues.

True

_______ sets include all the possible choices for a product category.

Universal

Which of the following is NOT a step in the consumer decision process?

Value perception

When does the consumer decision process begin?

When consumers realize they have an unfulfilled need and want to reach a different, desired state

Limited problem solving is most likely to occur under which condition?

When the consumer has a purchase decision that calls for, at most, moderate effort and time

Which of the following are external searches for information when looking to purchase a new car? (Select all that apply.)

You ask your brother how he likes his new car. You purchase a copy of Consumer Reports. You browse the manufacturer's website.

Bethany is in the shampoo aisle of her grocery store comparing brands. She eliminates a few based on price and others based on their fragrance. Bethany is engaged in ______.

alternative evaluation

In addition to customer satisfaction and loyalty, which of the following is also one of the potential postpurchase outcomes?

cognitive dissonance

Of all the possible postpurchase outcomes, which is the one retailers and consumers would like to avoid?

cognitive dissonance

Retailers use ______ to see how well they are doing at turning potential buyers into actual buyers.

conversion rate

Consumers often use ______ problem solving for risky purchase decisions.

extended

An ______ search is when the buyer looks for information beyond personal knowledge to help make the buying decision, such as checking the Internet, asking a friend, or visiting a showroom.

external

They are two key types of information searches: internal and

external

Horace needs a new pair of running shoes. He first thinks about the last pair he bought, how comfortable they are, and how well they have held up. In this example, Horace is conducting a(n) ______ search for information.

internal

Locating Information from one's own memory and knowledge is known as ____ information search.

internal

Consumers may have different levels of ______, which is known as the consumer's degree of interest in a product or service.

involvement

Randy considers the purchase of a six-pack of beer rather indifferently, as he will drink any brand that is fairly inexpensive. His low degree of interest in beer classifies him as a low-____________ beer buyer.

involvement

Wayne buys a new laptop every two years. At this point, rather than research different brands, he simply orders the latest version of the one he already has. For Wayne, the laptop is a(n) ______ problem-solving purchase experience.

limited

A purchase decision which typically involves (at most) a moderate amount of effort and time is called ______.

limited problem solving

A(n) ______ is a basic need that drives consumers to solve a problem and satisfy a need, such as a headache that leads a person to purchase a pain reliever.

motive

The impetus that pushes consumers to satisfy their unmet needs, such as having no laundry detergent to do the wash, is a(n) ______.

motive

The social influences that affect a consumer's behavior do NOT include _______.

perceptions

For most car buyers, the most important reason they seek safety information before buying a new car is to reduce ______ risk.

physiological

The motive that drives Conrad to buy a large bottle of Gatorade after a 3-mile run and drink it quickly is a(n) ______ need.

physiological

The final step in the consumer decision-making process, and a very important element in retaining and building a loyal customer base, is _____________ , behavior.

post purchase

Sheila is happy with her new HDTV, but she keeps having an uneasy feeling that she could have made a better choice. Sheila is experiencing ______.

post-purchase cognitive dissonance

Celebrities often are photographed wearing expensive designer products such as dresses or shoes. This often increases demand for these products because they are filling a _______ need for many consumers.

psychological

Consumer decision making about products and services is influenced by the configuration of all of the following; market mix, social influences, ______ factors, and sociological factors.

psychological

Desiree purchases designer brand clothing because it makes her feel special. For Desiree, these brands are filling a _____ need.

psychological

Need ______________ is the first stage in the consumer decision process.

recognition

All consumer purchase decisions start with _______.

recognizing a need

Julie heard her friends talking very favorably about a local coffee shop and decided she would go there and try it. For Julie, her friends served as a(n) _______.

reference group

All of the brands that Mary can easily call to mind for laundry detergents, whether she would consider buying them or not, comprise her ______ set.

retrieval

When Alicia is thinking about where she would like to eat lunch, she remembers five places close by where she has eaten before. Although some of them she would not revisit, these restaurants are part of Amber's ______ set.

retrieval

Betty buys antibacterial hand soap for her kitchen and bathrooms in order to prevent the spread of germs. She is motivated by a which of the following needs?

safety

The ______ is the second step in the consumer decision process.

search for information

To ensure postpurchase satisfaction, marketers should do all of the following EXCEPT _____

set low customer expectations

The external ______ environment that influences consumer behavior includes consumers' family, reference groups, and culture.

social

The consumer decision process is best defined as ______.

the steps consumers experience when making a purchase

All of the following would be external information sources for a consumer EXCEPT_______.

their past experience

The collection of all possible alternatives for a decision, even those the buyer would not consider and might not even be aware of, is referred to as the ______.

universal set