Mkt 210 - Chp 6

Bed Bath & Beyond offers an extensive selection of coffee makers for consumers to consider when they're making a purchase decision. They offer several different models of the Keurig as well as Cuisinart, Jura, and Mr. Coffee. Brittany stopped in the store to see the different models and make comparisons among them. She wasn't ready yet to make a purchase but was primarily interested in learning about the different features and prices of brands. Which stage in the buying decision process is Brittany most likely in?

- Search

Mateo recently graduated from high school and it's always been assumed that he would go to college after graduation. His family believe education is important to success in life and know that Mateo will be able to achieve success with a combination of hard work, persistence, and knowledge. Mateo has been influenced by

Culture Culture can be defined as the values, beliefs, preferences, and tastes handed down from one generation to the next.

You overhear your parents having a conversation about the family's grocery list and which of them is going to do the shopping this coming weekend. Your mother typically does the grocery shopping and has a comprehensive process, which entails researching supermarkets that have the best sales, clipping coupons, and identifying which items she wants from the circulars that are mailed weekly to the house. She prefers to do the shopping herself but has to go out of town, leaving your dad with this responsibility. Your dad generally just buys whatever he thinks you and your siblings will like and prefers to be in and out of the grocery store. What can be said about your parents' purchase decision styles?

Involvement in purchase decisions may vary from one person to the next.

As Markel drives by a local restaurant, he realizes that he hasn't eaten all day and is famished. He stops at the restaurant, and without referring to the menu, orders a burger because that's what he typically buys at this particular restaurant. This scenario suggests that:

Low-involvement decisions may sometimes enable consumers to skip steps in the consumer decision-making process.

According to Abraham Maslow's hierarchy of needs, human beings have five levels of needs they are constantly seeking to satisfy. Marketers who are knowledgeable of the hierarchy of needs are able to manufacture products accordingly and develop marketing strategies that help make consumer purchase decisions easier. Amos is in the market for a luxury car and has been researching different brands, their costs, and expenses associated with maintaining these vehicles. The luxury car commercials he has seen deal with social status, feeling good, and the esteem needs of potential consumers. For the most part, all of the brands he was considering were similar until he saw an ad for a luxury car company that was highlighting efficiency rates of the car's airbags and seat belts in crash control tests. Amos decided to buy this company's all wheel drive model since it satisfied his desire to have higher status, belong to an exclusive group of people who own this brand of car, and be protected or feel secure in the vehicle if it were involved in an accident. Which of the following statements can be inferred from the scenario provided above?

Marketers who consider Maslow's hierarchy of needs in their advertising campaigns sell more product. ?

Discuss the four components of self-concept and explain how marketers can utilize this information.

Self-concept is defined as a person's view of themselves and has four components: real self, self-image, looking-glass self, and ideal self. -The private self refers to how I do or would like to see myself. -The social self refers to how I am or would like to be seen. -The actual self refers to how I think I am now -the ideal self is how I would like to be Marketers attempt to create product images that are consistent with the self-concept of their target market.

Mitch is a real car fanatic! He has several sports cars and spends a lot of time searching for cars and maintaining and cleaning his cars. While many people don't give much thought to tires for their car, Mitch usually spends a lot of time researching and reading reviews before he buys new tires. However, last year he was on a trip when he got a flat tire in a small town in Indiana. Instead of his regular search, he just stopped at the first tire shop he could find and bought a tire to replace the ruined tire to continue his trip. It was not even a brand he had heard of before! Mitch's purchase in this case was mostly driven by what type of factor?

Situational factors

During his senior year of high school, Trent was thinking about joining the military or starting an apprenticeship program with the pipe fitters union. He did not give much thought to attending college until he started feeling pressure from his parents, high school guidance counselor, and friends. When Trent realized that all of the students in his class that he admired were going to attend Gryffindor University, he decided to go to Gryffindor as well. What type of factor primarily influenced Trent's decision to attend college?

Social factors

​You want to buy a fleet of company cars. Because this will be a high-involvement purchase, you are likely to:

Spend time at every step of the consumer decision process

Paul is a sales representative at Midwest Mazda and recently sold a CX9 to Summer and Brian for their growing family. Paul knows how important it is to reassure his clients that they've made the right decision and usually calls his customers within 2-3 days of purchase to ask what they think so far and remind them of all the great features. He provides lots of reassurance and wants his customers to know he cares about them and values their business. Which of the following is a possible reason why Paul might contact his customers and provide reassurance they made the right purchase decision? a. Counter potential cognitive dissonance b. Obtain referrals from the customer c. Receive higher satisfaction scores on the postpurchase survey d. Reduce subliminal perceptions

a. Counter potential cognitive dissonance

As defined in the text, consumer behavior is influenced by social and psychological factors. Which of the following is an example of asocial factor? a. Culture b. Attitudes c. Learning d. Perception

a. Culture

Shannon and Jeff were recently married and purchased a home. Now, they're shopping for a lawn mower and are looking for one that is easy to use and is self-propelled. Jeff had a lawn mowing business when he was in high school and college and is fairly familiar with the brands and features. They visit a local WalMart and although Jeff wasn't familiar with the brand names, within a few minutes making comparisons across the models in-stock, they make their purchasing decision. What type of decision process did Shannon and Jeff utilize? a. Limited problem solving b. Routinized response behavior c. xtended problem solving d. Family decision making

a. Limited problem solving

Helene made sure that her company car was equipped with OnStar in case she ever has car trouble or gets lost while traveling between appointments. OnStar is a service which can connect the car occupants with a personal service attendant to provide assistance. Which level of Maslow's hierarchy of needs is Helene addressing? a. Social needs b. Safety needs c. Esteem needs d. Self-actualization needs

b. Safety needs

Grayson is majoring in marketing and going through the professional sales program. While he has never played golf, he wants to learn how since he heard "more business gets done on the golf course than in the office." Grayson does not know much about the game, but has asked his friend Drake for some advice. Drake is on the university's golf team and a trendsetter in using new golf equipment. Drake enjoys sharing his knowledge experiences about golf equipment with others, who respect his judgment and often follow his advice. As far as golf equipment goes, Drake can be considered a(n): a. opinion leader. b. societal liaison. c. consumer advocate. d. product director.

a. Opinion Leader

Carlos is at the grocery store to pick-up a few items for dinner. While he's in the store, he remembers that he's just run out of laundry detergent. He walks to the aisle where the laundry detergent is and picks up the brand he always buys - Tide liquid. What type of purchasing decision did Carlos make when selecting the Tide detergent? a. Routinized response behavior b. Limited problem solving c. Extended problem solving d. Family purchase behavior

a. Routinized response behavior

For years Michael Jordan was linked to Nike and promoted the brand and its products. Millions of kids grew up "wanting to be like Mike." To do that, they bought Nike's Air Jordan shoes and considered all things Nike to be the best! This enduring evaluation and positive perception of Nike can be considered a(n): a. attitude. b. value proposition. c. product positioning statement. d. identity.

a. attitude. Attitudes are a person's enduring favorable or unfavorable evaluations, emotions, or tendencies toward some object or idea.

Mateo recently graduated from high school and it's always been assumed that he would go to college after graduation. His family believe education is important to success in life and know that Mateo will be able to achieve success with a combination of hard work, persistence, and knowledge. Mateo has been influenced by a. culture. b. advertising. c. government. d. friends.

a. culture.

A motive is an inner state that directs a person to create: a. equilibrium between the actual and desired states. b. excitement in attaining the need satisfaction. c. equity between the cost and benefits of the need satisfaction. d. a sense of cognitive dissonance in the process of need satisfaction.

a. equilibrium between the actual and desired states.

Many characteristics were likely important when you chose which college or university to attend. For instance, students often consider the distance from home, programs of study offered, reputation of the school, success of the athletic teams, and cost of attendance. These different elements represent common: a. evaluative criteria. b. brand awareness elements. c. selection drivers. d. differentiators.

a. evaluative criteria.

Tabitha is interested in purchasing new head phones and has set a budget of up to $350. She's narrowed her choice to Bose, Beats by Dr. Dre and Exeo Psyko. These three brands are known as her _____ set: a. evoked b. alternative c. purchase d. acceptance

a. evoked

Anitza realized she was going to need a new computer for college. She recognized her old computer was slow and not able to run the software required for her marketing research class. She took her time with this decision, as it was quite expensive and she realized there were important differences among the computers she was considering. After considerable research, Anitza bought a new Dell XPS 17. For Anitza, the purchase of her computer can be considered: a. extended problem solving. b. routinized response behavior. c. limited problem solving. d. critical decision making.

a. extended problem solving.

Restaurants think carefully about the décor and background music they play. Do they want a relaxing or fast-paced environment? Do patrons want to be entertained or able to carry on a conversation? The type of furniture, music, and lighting are all part of the restaurant's: a. physical surroundings. b. purchase context. c. built location. d. social surroundings.

a. physical surroundings. Store location, lighting, store size, décor, sounds, aromas, merchandise displays. Can also include factors outside the marketer's control like weather or adjacent businesses.

Sharon is purchasing a food processor and has done extensive research on all the models available in the market. She is convinced about a particular product and is trying to finalize a store from where to make the purchase. Sharon is in the _____ stage of consumer decision process. a. purchase decision and purchase act b. search c. postpurchase evaluation d. problem recognition

a. purchase decision and purchase act

Some purchases do not really take thought or consideration. For example, Bridget remarked "We rotate who buys the milk in our apartment. I usually just buy the same thing - the least expensive 2% milk at the grocery store I happen to be at. I don't have strong preferences about which brand to buy. It is a relatively low cost item that is bought frequently and that requires very little consideration." This is an example of: a. routinized response behavior. b. an impulse purchase. c. extended problem solving. d. critical decision making.

a. routinized response behavior.

Luke and Emma are excited to go see the Twenty Øne Pilots concert on their college campus. They love their music and have downloaded the entire Blurryface album. However, they want to see them in concert because being part of a crowd creates a different experience than just listening to the music. The crowd at the concert is part of the: a. social surroundings. b. built location. c. purchase context. d. physical surroundings.

a. social surroundings.

In marketing your baby food, you want to understand the most common evaluative criteria used by your customers during the relevant stage of the consumer decision process: evaluation of alternatives. Based on research, these criteria are likely to include all of the following except: a. where and from whom to buy your baby food. b. the ingredients in your baby food. c. the price of your baby food. d. the image of your brand. e. the image of your company.

a. where and from whom to buy your baby food.

An individual's reference group is most likely to influence his or her purchase decision while buying a(n) _____. external hard drive automobile frozen dinner latte

automobile

In which of the following steps of the consumer decision-making process does the marketer try to help prospective buyers identify and identify potential needs? a. Search b. Problem or opportunity recognition c. Evaluation of alternatives d. Postpurchase evaluation

b. Problem or opportunity recognition

Which of the following would fall under the category of psychological determinants of consumer behavior? a. The culture in which a person is raised b. The needs and motives of the individual c. The subculture to which one belongs d. The reference groups that the individual looks up for guidance

b. The needs and motives of the individual

The looking-glass self is defined as: a. the objective view of oneself. b. the way an individual thinks others see him or her. c. the way an individual views himself or herself. d. the ideal view one has of oneself.

b. The way an individual thinks others see him or her

Product features that consumers consider while choosing among alternatives are known as the: a. evoked sets. b. evaluative criteria. c. heuristics. d. problem sets.

b. evaluative criteria.

Marketers can influence the outcome of the evaluation stage of the consumer purchase decision process by: a. attempting to convince consumers that certain attributes are more important than others in deciding which product to buy from among an array of them. b. identifying which evaluative criteria are important to the individual, and pointing out which brand best meets those criteria. c. trying to get the customer to reduce the size of the evoked set to exclude many of the choices. d. attempting to convince the consumer to spend more than what was budgeted for the purchase to acquire more features they might prefer.

b. identifying which evaluative criteria are important to the individual, and pointing out which brand best meets those criteria.

Marketers can attempt to shape the outcome of the post purchase evaluation by: a. helping consumers to identify potential problems or needs. b. offering personal assistance with any problem experienced with the product. c. attempting to convince consumers that a competing brand does not meet their criteria. d. trying to get consumers to expand their evoked sets to include their product.

b. offering personal assistance with any problem experienced with the product

Joining a local softball team or golf league to meet new people and engage in social interaction is an attempt to meet _____ needs. self-actualization belongingness physiological safety

belongingness

Which of the following is a low-involvement product? a. Cars b. Laptops c. Stationery d. Jewelry

c. Stationery

The postpurchase evaluation of the consumer decision process attempts to measure the: a. selling success experienced by the vendor. b. follow-up effectiveness of the firm. c. consumer satisfaction with the purchase. d. advertising influence on the purchase.

c. consumer satisfaction with the purchase.

Seventeen-year-old Mai Ly has moved to the United States from Vietnam with her parents because her father's job transferred him to a different branch of his company. They have decided to buy their groceries from a local supermarket that caters to Asian cuisine due to their _________ influences. Mai Ly has recently passed her driver's license exam and has said that she would like to have her own car so that she doesn't have to share one with her parents. Her parents have agreed to purchase a car for her as long as she pays for her own gas and insurance. This decision is an example of a ________ influence.

cultural; family

Which of the following is a core value emphasized by the American culture? a. Collectivism b. High power distance c. Aversion to consumerism d. Efficiency

d. Efficiency

In a marketing context, the immediate or expected change in consumer behavior that results from experience is called a _____. a. drive b. script c. perception d. learning

d. learning

The evaluative criteria used by consumers in the decision-making process may be: a. set aside if the consumer finds a better means of making the purchase decision. b. used to identify alternative brands for consideration and possible purchase. c. invoked during the first stage of the consumer decision process. d. objective facts or subjective opinions about the alternatives.

d. objective facts or subjective opinions about the alternatives.

The purchase decisions for high-involvement products differ from those of low-involvement products as high-involvement purchase decisions: a. pose little risk to the consumer. b. require less time and less research on information. c. require limited problem solving and limited efforts for external searches. d. pose greater economic and social consequences.

d. pose greater economic and social consequences.

Purchases that have substantial social or economic consequences: a. usually require relatively less investment of time and effort. b. represent routine purchases that pose little risk. c. require independent decision making. d. represent high-involvement purchase decisions.

d. represent high-involvement purchase decisions.

In the area of self-concept theory, the real self is: a. the self that has achieved self-actualization. b. the way the individual thinks other people see him or her. c. the individual's personal set of objectives to which he or she aspires. d. the objective view of the total person.

d. the objective view of the total person.

As Markel drives by a local restaurant, he realizes that he hasn't eaten all day and is famished. He stops at the restaurant, and without referring to the menu, orders a burger because that's what he typically buys at this particular restaurant. This scenario suggests that: a. Markel's hunger caused him to experience cognitive dissonance. b. All purchase decisions go through the six steps of the consumer decision making process. c. Markel would have probably made a different food choice had he not been famished. d. Some people may skip steps in the consumer decision-making process, particularly for high-involvement decisions. e. Low-involvement decisions may sometimes enable consumers to skip steps in the consumer decision-making process.

e. low-involvement decisions may sometimes enable consumers to skip steps in the consumer decision making process.

Many characteristics were likely important when you chose which college or university to attend. For instance, students often consider the distance from home, programs of study offered, reputation of the school, success of the athletic teams, and cost of attendance. These different elements represent common:

evaluative criteria.

The social influences on consumer behavior include a person's _____. attitudes perceptions family self-concept

family

During the search step of the consumer decision process, the consumer:

gathers information about the attainment of a desired state of affairs.

Rachel, an advertising executive, shops for clothing at a trendy store in town. The sales clerk shows her the latest styles in bright prints and bold colors. Although these are the styles worn at her office, she rejects them and purchases traditionally formal clothes in neutrals and black due to her notion of her self-concept. Rachel's decision is most likely driven by _____ factors. psychological situational social institutiona

social

Luke and Emma are excited to go see the Twenty Øne Pilots concert on their college campus. They love their music and have downloaded the entire Blurryface album. However, they want to see them in concert because being part of a crowd creates a different experience than just listening to the music. The crowd at the concert is part of the:

social surroundings.

Candace has been using the same shampoo brand for decades. When she finally dyes her hair, however, her hairdresser informs her that she will need to find a new shampoo that can help maintain her new color, prevent breakage, and condition her hair. Before going to the beauty supply store, Candace calls a few friends for recommendations and conducts web-based research on shampoos that address her specific needs. What can one infer about purchase decisions?​

​Buying shampoo can be a high-involvement purchase decision.

According to Maslow's hierarchy, an art enthusiast joining an art appreciation society would be satisfying which level of her consumer needs? ​a. Self-actualization ​b. Esteem ​c. Belongingness ​d. Safety ​d. Physiological

​c. Belongingness

. The consumer buying decision process involves _______ steps. The first step is ____________, and the last step is _____________.​ a. ​five; evaluation of alternatives; postpurchase evaluation b. ​five; information search; purchase ​c. six; problem recognition; purchase ​d. six; problem recognition; postpurchase evaluation ​e. six; evaluation of alternatives; purchase

​d. six; problem recognition; postpurchase evaluation