Consumer Behavior Ch. 14 Dr. Myles Landers

What are the 4 concerns marketing managers have related to problem recognition?

-suppressing problem recognition among consumers -making consumers occasionally recognize problems -knowing the problems consumers face -knowing how to create a marketing mix that solves consumers' problems

T/F: The 3 types of consumer decision making are nominal, limited, and complex.

False (Correct Answer: nominal, limited, and extended)

A problem of which a consumer is aware is...

an active problem

Nominal decision making is also referred to as ________ decision making.

habitual

What 3 steps would occur in the limited decision making process?

-Internal and limited external information search -Little postpurchase evaluation -Evaluation of few alternatives

In the context of discovering consumer problems, what are 2 characteristics of simple intuition?

-It is a relatively easy approach -It is fast and inexpensive

Which 2 types of consumer purchases would typically involve an extended decision making process?

-Personal computer -Home

A firm might attempt to influence generic problems recognition when which 2 conditions exist?

-When the firm has a high percentage of the market -It is early in the product life cycle

Which of these situations reflects a company engaged in activity analysis? -Fast-n-Light Shoes provides consumers with a pair of socks with every shoe purchase. -Muscle Water conducted a focus group to find out why consumers purchase their brand over others. -New-Town Athletics asked yoga participants to try out a new mat and then complete a survey about the mat. -All-Clean Inc. surveyed parents of high school athletes to find out what types of stains end up on the athletes uniforms.

All-Clean Inc. surveyed parents of high school athletes to find out what types of stains end up on the athletes uniforms.

T/F: A repeat purchase decision is a type of nominal decision in which the consumer believes all the brands within a given product category are about the same, but attaches a relatively high importance on the product category or purchase.

False

T/F: It is only necessary for a marketer to track consumer online complaints and comments.

False

T/F: The way an individual perceives his or her feelings and situation to be at the present time is known as one's desired state.

False (Correct Answer: Actual State)

T/F: Perceptions of the actual state of a consumer are determined only by a consumer's current situation.

False (Correct Answer: Perceptions of the actual state of a consumer are determined both by his or her lifestyle and current situation. A consumer's lifestyle is a major determinant of his or her actual state as it is how he or she chooses to live given the limitations imposed by his or her resources.

T/F: As individuals gain skills, their desires related to those skills remain the same.

False (Correct Answer: individual development causes changes in desired and actual states)

T/F: Marketing managers never desire to suppress problem recognition among consumers.

False (Reason: There are times when marketers desire to suppress problem recognition among consumers. This is one of the four concerns related to problem recognition that marketing managers face.)

What is a true statement about purchase involvement? -It is a temporary state of a household or an individual -It is independent of an individual's interaction with a product -It is not concerned with situational characteristics -It is dampened by the need to consider a particular purchase

It is a temporary state of a household or an individual

____________ is when a consumer needs to consider a particular purchase that triggers a level of concern or interest in that particular purchase process.

Purchase involvement

The type of problem that a consumer will become aware of in the normal course of events or is already aware of is known as a(n) __________ problem.

active

Marlo was very happy receiving her acceptance letter from the university. This scenario illustrates Marlo's _______ state.

actual

Pam practices for long hours because she wants to be selected as the captain of the school's baseball team. The exemplifies Pam's _________ state.

desired

Aster plans to buy a new smartphone. She has expertise in technology and stringently compares the features of different smartphones both online and in stores before purchasing. In this scenario, the decision-making process used by Aster is ___________ decision making.

extended

The kind of problem recognition that arises when a consumer is faced with a discrepancy that can be reduced by having a variety of brands within a product category is called ____________ problem recognition.

generic

If a consumer lacks awareness of a problem, it is referred to as a(n) ________ problem.

inactive

The marketing department of New York Fashion clothing stores has learned that many of its customers have limited opportunities to shop during current store hours. What is one way the marketing department can address this issue?

increase growth of Internet retail stores

While grocery shopping, James comes across cheese puffs. He is reminded of his sister who loves them. Although not originally on his grocery list, he picks a large packet of cheese puffs without paying attention to the brand. Which decision-making process did James use?

limited decision making

Nominal decision making tends to be associated with...

low levels of purchase involvement

The use of simple intuition to identify consumer problems has an increased likelihood of failure because it...

may not apply to a wide range of consumers

Another term for habitual decision making is...

nominal decision making

Kenneth and Rose bought a new home and have been shopping for media room and bedroom furniture. What is influencing their furniture shopping desire?

previous decision

Thought-Tank Inc. is a marketing research firm conducting a study to analyze problems that consumers using low-quality tires face. The study includes questions such as "Which brand(s) of tires get purchased easily?" and "Which brand(s) of tires lose air easily?" This is an example of __________ analysis.

problem

Gemini Inc. is a marketing research firm determining the purchase and usage patterns of a new ergonomic chair. Focus groups are used to determine the problems consumers encounter while using this chair. This analysis by Gemini is an example of....

product analysis

Crunchy Cereal Company is conducting research and asking consumers to complete the statement "Boxes of ________ don't fit on my kitchen shelves." What method is the company using to identify a consumer concern?

problem analysis

In the context of the consumer decision process, when there is a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process, this is known as...

problem recognition

The first stage in the consumer decision process is...

problem recognition

The first stage of the decision process is called the...

problem recognition

Examination of problems encounters by consumers while using a product or brand and the purchase is referred to as ______________ analysis.

product

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is...

purchase involvement

The type of problem recognition that arises when consumers are faced with a discrepancy, which only one brand can solve, is called ________ problem recognition.

selective

After identifying a consumer problem, marketing managers can try to solve the problem by...

structuring the marketing matrix

The tobacco industry is an example of a group that prefers to _________ the government-issued health warnings associated with smoking.

suppress

A consumer's lifestyle is a significant determinant of his or her actual state because...

that is how the consumer chooses to live, given the constraints imposed by his or her resources

Why do firms attempt to create selective problem recognition in consumers?

to maintain or gain market share

Nominal decision making indicates a __________ involvement with a purchase.

very low

Marketers would prefer suppressing problem recognition by consumers when they don't...

want customers to recognize faults in their products or brands.

Which situation shows how a consumer's prior decision influences their future decision within the same product category? -when a consumer begins collecting furniture before buying a new home -when a consumer's sweater does not fit him or her any longer -when a consumer purchases clothes for his or her child -when a consumer joins a health club and needs to buy running shoes and athletic wear

when a consumer joins a health club and needs to buy running shoes and athletic wear