Test 3 Consumer Behavior

Which of the following is a variable that influences brand decisions inside a retail outlet? point-of-purchase materials price reductions outlet atmosphere stockout situations All of these choices are correct.

All of these choices are correct. -Influences operating within the retail outlet induce additional information processing and affect the final purchase decision.

Which of the following statements is false regarding consumer decisions and the consumer decision process? A. Consumer decisions are rational and functional; otherwise they do not involve decisions per se. B. Some consumer decisions result from the convergence of several problems. C. The decision process model provides useful insight into all types of consumer purchases. D. Consumer decisions are frequently the result of a single problem. E. Once the decision process begins, it may evolve and become more complex with multiple goals.

A. Consumer decisions are rational and functional; otherwise they do not involve decisions per se. - The types of decision processes are not distinct but rather blend into each other.

What are the two dimensions of the VALS typology of consumers? A. age and gender B. primary motivation and resources C. stage of family life cycle and resources D. age and stage of family life cycle E. primary motivation and age According to VALS, consumers are classified according to their motivation and resources.

B. Primary motivation and resources

Carl is middle age and single. He has a high school education and works at a hotel as a desk clerk. He lives in a tiny apartment. Even though he doesn't have a high income, he tries to live an active life attending sporting events, and sometimes he brings a date with him. To which PRIZM group does Carl belong? A. Bohemian Mix B. Minimalists C. Big Fish, Small Pond D. Young & Rustic E. Young Digerati

Young and Rustic is composed of middle age, restless singles

Bob is a consumer who strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. He drives an expensive automobile, and only buys brands of clothing that are considered "status symbols." Which primary motivation is driving Bob's behavior? A. achievement motivation B. self-expression motivation C. focused motivation D. realist motivation E. ideals motivation

a. achievement motivation -These consumers strive for a clear social position and are strongly influenced by the actions, approval, and opinions of others.

Features of the individual person that are not lasting characteristics, such as momentary moods or conditions, are called self-concept. task definition. personality. context effects. antecedent states.

antecedent states - Most people experience states of depression or excitement from time to time that are not normally part of their individual makeup.

Which of the following is a major PRIZM life stage group? A. Urban B. Town & Rural C. Strivers D. Family Life E. Second City

d. family life -Family Life is characterized by households with children living at home.

Which VALS segment of consumers is style conscious and trendy, has limited income, and feels life isn't fair? A. Experiencers B. Strivers C. Believers D. Survivors E. Makers

b. strivers Strivers are trendy and fun loving, but have limited resources.

David is a retired attorney who is satisfied and comfortable with his life. He keeps informed about the world by reading three newspapers a day and attends lectures at the senior activity center near his home. He is very content with his life, and he tends to center his leisure activities around his home. He plans his purchases carefully and looks for functionality, value, and durability in the products he buys. Which VALS segment best describes David? A. Achievers B. Makers C. Thinkers D. Experiencers E. Innovators

c. Thinkers Thinkers are mature, satisfied, comfortable, and reflective

Very high levels of purchase involvement tend to produce A. limited decision making. B. nominal decision making. C. extended decision making. D. None of these choices are correct. E. affective decision making.

c. extended decision making -Extended decision making is the response to a high level of purchase involvement.

What is the first stage of the consumer decision process? A. information search B. purchase C. postpurchase behavior D. problem recognition E. alternative evaluation

d. problem recognition -Consumer decisions are frequently the result of a single problem

Which of the following is not a type of consumer decision making discussed in your text? A. nominal decision making B. limited decision making C. extended decision making D. All of these choices are types of decision making. E. complex decision making

e. complex decision making -Nominal, limited, and extended decision making are types of decision processes

Arm & Hammer baking soda has been very successful promoting other uses for this product. Advertisements provide several uses other than baking, such as removing odors from carpeting, the laundry, and kitty litter boxes. Finding more uses for a product is known as communications situation. alternative usage situation. purchase situation. expanded usage situation. disposition situation.

expanded usage situation. -Expanded usage situation strategies can produce major sales gains for established products.

In high-tech markets, who is most likely to recognize a problem or need to purchase? purchasing manager consumer head of a department CEO accounting personnel

head of a department -In high-tech markets the department head is most likely to recognize a problem or need to purchase.

Which dimension of store image consists of quality, selection, style, and price components? store atmosphere physical facilities service merchandise institutional

merchandise -The merchandise dimension of store image consists of quality, selection, style, and price.

Which type of organizational purchase situation is characterized by high purchase importance and complexity, a large and evolving decision-making unit that includes the top of the organization, a long time to decision, extensive information search and analysis techniques, and a dominant strategic focus? modified rebuy new task straight rebuy nominal limited

new task -This would involve decisions on such things as selecting a new advertising agency or a new production system.

Which of the following is not a factor affecting consumers' retail outlet selection? retail advertising outlet location and size outlet image number of levels of distribution retailer brands

number of levels of distribution -Factors affecting consumers' retail outlet selection are outlet image, retailer brands, retail advertising, and outlet location and size.

Shoppers who browse and/or purchase in more than one channel are known as channel shoppers. super shoppers. omni-channel shoppers. mobile shoppers. None of these choices are correct.

omni-channel shoppers. -The consumer can use a mobile shopping app to scan a bar code and check prices on the item across several local stores at once.

The situation interacts with the marketing activity and the individual to determine behavior. Which of the following is a marketing activity? lifestyle packaging purchase task definition temporal perspective

packaging Packaging is a marketing activity.

Décor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic? physical surroundings social surroundings temporal perspectives antecedent states task definition

physical surroundings -Physical surroundings are a widely used type of situational influence, particularly for retail applications.

Mobile apps that anticipate user needs and provide related information through automatic updates are called: smart apps advertising apps omni-channel apps push-based apps pull-based apps

push-based apps -Push-based apps anticipate user needs.

A price with which other prices are compared is known as a(n) starting price. base price. reference price. internal price. comparison price.

reference price -If the claim is "Regularly $9.95, now only $6.95," $9.95 is the reference price.

Any source of products or services for consumers is referred to as a channel outlet. retail outlet. transaction point. contact point. distribution outlet.

retail outlet. - This has moved well beyond physical stores and catalogs to include the Internet, interactive TV ads, and mobile shopping apps

What activity involves going to a brick-and-mortar store to see a product and then buying it online? showrooming single-channel shopping webrooming in-store shopping sequential shopping

showrooming -Showrooming occurs when a consumer shops at a brick and mortar in order to touch, try out, or try on a product and then buys it online; this is the opposite of webrooming.

To understand a consumer's behavior, we must know about the consumer. consumer and situation. consumer, situation, and stimulus object. stimulus object. situation.

situational influence -in most cases, the situation stands apart from the consumer and the stimulus

The sum of all the physical features of a retail environment is referred to as the merchandising mix. store situation. retail surroundings. retail ambiance. store atmosphere.

store atmosphere -Store atmosphere influences consumer judgments of store quality and image.

Brands owned and sold by a specific retail outlet are known as limited distribution brands. primary brands. internal brands. store brands. secondary brands.

store brands -Some store brands carry the name of the store; others have an independent name.

A given consumer's or target market's perception of all the attributes associated with a retail outlet is generally referred to as the store image. store personality. store atmosphere. servicescape. store ambiance.

store image -store image is the same as brand image

Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic? temporal perspective social surroundings antecedent state task definition physical features

temporal perspective -Temporal perspectives are situational characteristics that deal with the effect of time on consumer behavior.

When orange juice producers attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation? communication usage purchase disposition All of these choices are correct.

usage -Marketers need to understand the usage situations for which their products are, or may become, appropriate.

Which of the following is a situation in which consumer behavior occurs? communications situation purchase situation usage situation disposition situation All of these choices are correct.

All of these choices are correct. -Consumer behavior occurs within four broad categories or types of situations.

Christina lives in Hong Kong, with her husband and young children. She has a nice career with a high-tech company and commutes daily from her private estate outside the city center. She and her family love electronic gadgets and are often the first to adopt any new consumer technology that comes into the market. To which global lifestyle segment identified by Experian's Mosaic Global system does Christina belong? A. Career and Family B. Bourgeois Prosperity C. Routine Service Workers D. Metropolitan Strugglers E. Post Industrial Survivors

a. career and family -career and family segment members have good careers, live in private states that require a commute and are early adopters of new technology and products

What is the premise underlying geodemographic analyses? A. Lifestyle, and thus consumption, is largely driven by demographic factors. B. Lifestyle, and thus consumption, is largely driven by education. C. Age is the primary factor influencing lifestyle. D. Lifestyle, and thus consumption, is based on primary motivations and resources. E. Lifestyle cannot be measured, that is why geographic and demographic variables are analyzed.

a. lifestyle, and thus consumption, is largely driven by demographic factors -people with similar cultural backgrounds means, and perspectives naturally gravitate toward one another

Which of the following is a type of consumer decision making discussed in your text? A. limited decision making B. nominal decision making, limited decision making, and extended decision making C. extended decision making D. limited decision making and extended decision making E. nominal decision making

b. nominal decision making, limited decision making, and extended decision making -Nominal, limited, and extended decision making are types of decision processes.

A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using? A. problem analysis B. product analysis C. emotion research D. human factors research E. activity analysis

b. product analysis -Product analysis examines the purchase or use of a particular product or brand.

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as A. personal involvement. B. purchase involvement. C. enduring involvement. D. product involvement. E. activated involvement.

b. purchase involvement. - Purchase involvement is triggered by the need to consider a particular purchase.

Decision-making units often function as __________ when they consist of individuals from various areas of the firm, such as accounting, engineering, manufacturing, and marketing, who meet specifically to make a purchase decision. consultants intermediaries buying centers purchasing agents opinion leaders

buying centers -These are often relatively permanent for recurring decisions and ad hoc for nonroutine ones

Which VALS segment consists of consumers that are strongly traditional, conservative, and motivated by ideals? A. Achievers B. Experiencers C. Believers D. Makers E. Innovators

c. Believers Believers are strongly traditional and respect rules and authority

Some companies attempt to initiate problem recognition through A. content analysis. B. point-of-purchase displays. C. mass media advertising and point-of-purchase displays. D. mass media advertising. focus groups.

c. mass media advertising and point-of-purchase displays. -Retailers as well as manufacturers are involved in these activities.

7. How many PRIZM segments are there? A. 10 B. 8 C. 38 D. 68 E. 54

d. 68 PRIZM organizes its demographic classifications system into 68 social and life stage groups

Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this? A. blatant B. inactive C. latent D. active E. manifest

d. active -An active problem is problem is one the consumer is aware of or will become aware of in the normal course of events.

Consumer Behavior

study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs AND THE IMPACTS THAT THESE PROECESSES HAVE ON THE COSUMER SOCIETY

Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is A. low in product involvement; high in purchase involvement. B. high in product involvement; low in purchase involvement. C. high in product involvement; high in purchase involvement. D. low in product involvement; low in purchase involvement. E. high in value-expressive involvement; low in product involvement.

A. low in product involvement; high in purchase involvement. - The level of product and purchase involvement can vary depending on the product.

The individuals (representing functional areas and management) within an organization who participate in making a given purchase decision make up the strategic decision unit (SDU). decision center (DC). functional decision unit (FDU). decision-making unit (DMU). strategic business unit (SBU).

decision-making unit (DMU). -These often function as buying centers, representing individuals from various areas of the firm.

What is the key to success of store brands? high quality at a reasonable price low price attractive packaging high quality at a high price low quality, but at a low price

high quality at a reasonable price -The traditional pattern of providing reasonable quality at a low price is no longer necessarily optimal

Which type of organizational purchase situation is characterized by low purchase importance, low choice complexity, level of decision-making unit (DMU) at low levels of the organization, a very small DMU, very brief time to decision, and very limited decision search? limited modified rebuy new task nominal straight rebuy

straight rebuy This is generally the case when reordering basic supplies and component parts.

A person who shops at a nicer store than normal because he or she is buying a gift is influenced by the __________ characteristic of the situation. physical surroundings antecedent state task definition temporal perspective None of these choices are correct.

task definition - The gift item generally has a known, or knowable, price that can be interpreted as a measure of the esteem the giver has for the receiver.