Marketing Chapter 6

A major element of a consumer's buying decision process is the level of problem solving that the consumer exhibits in the process. The level of involvement is higher for some purchases than for others. The marketer will want to tailor the marketing message according to the perceived level of involvement the consumer will have. Choose the scenario that illustrates routinized response behavior.

Customer A just stopped at the grocery store to pick up some paper towels for his kitchen.

Unwittingly, most consumers follow a defined process when purchasing goods and services. This process includes six steps, and the marketer must understand where the consumer is in this process in order to be successful with his or her marketing strategies. Choose the scenario that best describes the first step in the consumer buying decision process.

Michael accidentally ran over his bicycle when he backed out of his garage this morning, and he needs a bicycle for the road race he is participating in this weekend.

The common advice "Don't shop on an empty stomach!" recognizes the impact of ____________ on consumer behavior.

Mood state

Feeling rushed to leave an uncomfortably crowded store is an example of the ________ factor identified as ______.

Situational; Physical surroundings

You buy Hershey's Kisses to consume on your own but choose a box of Godiva Chocolates for a gift. Your purchase is primarily influenced by:

purchase reason

Rebecca buys low-heeled shoes for a job interview at an accounting firm because low heels have been worn by every woman accountant she's met. Rebecca's shoe choice is primarily influenced by a:

social factor

While some situational influences are created by marketers, others are

uncontrollable.

Marketers are concerned with the behaviors consumers exhibit and the decisions they make when purchasing a product or service. Likewise, they are concerned with the decision-making processes that change over time. A consumer's self-concept is also important to marketers. Choose the situation that involves self-concept theory.

A woman purchases a brightly colored dress she saw in a fashion magazine despite the fact that she normally wears conservative clothing.

Delectable Foods develops foods for the modern family that are nutritious and go easily from refrigerator to table. Their market research studies have shown that the goal of the modern family after a long day of work or school is to sit down together to a tasty and healthy meal that doesn't take long to prepare. Delectable Foods has marketed their newest dinner line to appeal to the modern family when they're shopping for groceries. Duran is shopping at the supermarket for groceries after work. He remembers that he needs to pick up dinner for his family, and while trying to be conscious of their caloric intake, he wants to make sure he buys something that his small children will like. Which of Delectable Food's new dinner options would most likely catch Duran's attention?

Healthy Chicken Nuggets in fun shapes with fresh fruit.

The time and effort that a consumer spends in making a decision regarding a purchase determines whether the item is a high-involvement or low-involvement purchase. Choose the scenario(s) that illustrate(s) a low-involvement purchase.

Lorenzo buys his dog Iams dry food from PetSmart AND Desiree purchases a latte from Starbucks with cashback bonus points on her credit card. AND Harrison is in the checkout line at the grocery store and puts a copy of TIME magazine in his cart to buy.

There are three categories in the consumer's problem-solving behavior: routinized response behavior, limited problem solving, and extended problem solving. You are at the grocery store and realize you need to buy cheese for your mom's famous black-bean lasagna recipe. You typically purchase Kraft cheddar cheese, but you're wondering if you should buy the generic brand because it is a few dollars cheaper. If you use limited problem solving, which of the following actions would you take?

Sample the generic brand and buy it because it's on sale.

A young man whose girlfriend just agreed to marry him is more likely to buy expensive new shoes than he was before he proposed. The ________ factor influencing his purchase is _____.

Situational; mood

Hiram's company fills over-the-phone catalog requests taken by its customer service center located in India. During a recent customer survey of U.S.-based consumers, the company became aware that many of its consumers had negative experiences when calling the customer service center with questions, concerns, or to place an order. The complaints have resulted because consumers have difficulty understanding customer service representatives because of language barriers. What is the best course of action for Hiram's company?

The company could create a website that allows its consumers the option to order items online.

Decorators Inc. has recognized a trend in the spending habits of young professionals in the 25-35 age groups. About 80% of the members in this group rent a condominium or loft space, and they look for ways to furnish and decorate their homes on a budget. Moreover, they are extremely busy and don't have a lot of extra time. The majority of these consumers tend to purchase items that are modern, chic, and reflect the image that they are successful professionals in the business world. Decorators Inc. hired you to design a marketing campaign that will appeal to young professionals. You have studied the purchasing behaviors of young professionals and decided on the campaign design that you are going to implement. Which marketing campaign would effectively appeal to young professionals?

You design a Facebook page for Decorators Inc. that features the homes of young professionals well known among their peers for trendsetting taste.

You just moved into a new home and are in the market to purchase Internet services. Because you are in a hurry to set up your home office, you enter into a contract with the first provider whose commercial you see on television for your area, though you know there are at least three providers in the area. After the first month, you are unhappy with the service because your signal is continually low. Which of the following statements best describes what went wrong?

You failed to evaluate different alternatives.

Choose the scenario(s) below where the consumer behavior is a function of a social factor.

You purchase a new smartphone from Verizon on the basis of your aunt's recommendation. AND You buy a ticket to a movie you've already seen because people you work with are going to the movie. AND You buy your fiancé an engagement ring because this is the tradition where you live.