Marketing Ch. 6

What are the two types of information search?

Internal and external

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

A bicycle lock

Which product pairs CANNOT be evaluated for purchase by consumers based on their determinant attributes in the purchase process?

A car and a computer -Two leather bags -Two fast food restaurants -Two cola drinks

All of the following affect the consumer search process EXCEPT which element?

A firms accounting processes -Perceived benefits and costs -Actual risk -Perceived risk -The locus of control

T or F Consumers often evaluate alternatives while still engaged in the earch process

True

T or F Consumers often evaluate alternatives while still engaged in the search process

True

When the consumer uses many evaluative criteria such as fuel economy, acceleration speed, and the availability of extra features, like satellite radio or GPS, to make a decision about purchasing a car, the consumer is doing what?

Basing the decision on important, salient features of the car

The final step in the consumer decision process includes three possible outcomes; a satisfied customer, customer loyalty, or ___

Cognitive dissonance

Nancy has bought a curling iron, but the appliance is very difficult to use to achieve the look she wants. Additionally, it takes at least 15 minutes to heat before use. Nancy's postpurchase outcome is best described as customer ______, one of three possible outcomes.

Dissatisfaction

If you purchase a book on how to improve your meditation skills and maintain a satisfied outlook on life then you have probably been motivated by which of Maslow's needs?

Esteem

___ needs (from Maslow's hierarchy) allow people to satisfy their inner desires.

Esteem

Important attributes, or ___ criteria, consist of a set of salient, or important, attributes about a particular product. Examples of these attributes can be price, quality, location, time, ease of use, etc.

Evaluative

Jill is in the market for purchasing a new automobile, but she will only consider models made by American companies. The American car makers are part of Jill's ___ set

Evoked

Jim is familiar with several brands of mobile phones, but he plans to consider only two brands when he purchases his next phone. Those two brands are his _____ set.

Evoked

Consumers often use ______ problem solving for risky purchase decisions

Extended

Jamie needed to buy a car. She started by visiting the Consumer Reports website to look at their reviews of cars, asked her friends for advice, and visited the websites of all the major car manufacturers. Next, she went to several car dealerships to test-drive cars. Finally, she chose the model she wanted, after which she went back to the Internet to look for the best price. Jamie engaged in ______ problem solving to select a car.

Extended

High buyer involvement is likely to lead to what kind of problem solving?

Extended problem solving

Typically, consumers exhibit two types of behavior when buying based on the type of product or service they are purchasing. They commonly engage in ______ problem solving when buying a car or washing machine and in ______ problem solving when buying shampoo or a box of noodles.

Extended; limited

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

There are two types of information searches: internal and ___

External

Customer dissatisfaction is most likely to occur when a consumer buys a washing machine and it ___

Fails to live up to high performance expectations

T or F The consumer decision process starts with need recognition and ends with the purchase itself

Fasle

T or F Universal sets are a subset of retrieval sets and evoked sets

Faslse

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

Food

Barry 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. He is conducting a(n) ___ search for information

Internal

Locating information from one's own memory and knowledge is known as an ___ information search, whereas seeking outside of information is an external information search

Internal

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

Example of Locus of control

Kristin has no choice of brand when it comes to laptops-her department uses special software that only runs on apple computers

Example of Actual of perceived risk

Kristin is worried the laptop she is buying will not have sufficient memory for her needs

Example of perceived benefits versus perceived costs of search

Kristin tries to decide between two laptops; One with a large hard drive vs one for $100 less and a smaller hard drive

Wayne has bought over 15 laptop computers for himself and his family. To buy a new one he does no searching online or in any stores but goes straight to the HP website and orders a slightly newer version of the last one he bought. For him, the laptop is a(n) ______ problem-solving experience.

Limited

Hallmark sells valentine's day cards with romantic quotes, which are appealing to ___ needs

Love

Sometimes older people join Facebook as a way to keep in touch with younger family members. Which of Maslow's needs motivates their decision to join Facebook?

Love

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

Macroeconomic factors

A(n) ______ is a basic need that drives the consumer to solve the problem and satisfy the need such as purchasing a pain reliever when she has a headache.

Motive

The drive or need that pushes the consumer to satisfy his unmet needs, such as having no laundry detergent to do the wash or running out of printer paper, is a(n) ______.

Motive

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

Perceptions

Need recognition would be greatest in which situation?

Pete returned home from work to find his refrigerator is broken and his refrigerated and frozen food must be thrown out.

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

Postpurchase

Need ___ is the first stage in consumer decision process

Recognition

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 Amber 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(n) ______ need.

Safety

After consumers complete the need recognition stage in the consumer decision process, they begin the ___ stage

Search for information

The search for information is the ___ step in the consumer decision process

Second

Factors that influence consumer behavior and are a part of the external ______ environment, include consumers' family, friends, reference groups, and culture in which they operate.

Social

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

Social pschological

Retailers measure ___ to see how well they are doing at turning potential buyers into actual buyers

The conservation rate

The consumer decision process is best defined as

The step consumers experience when making a purchase

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

To assess the conversion rate

Which best describes the purpose of determinant attributes?

To help consumers differentiate competing brands or stores that seem similar

True or false: Situational factors sometimes override psychological and social issues.

True

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

The collection of 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

When does the consumer decision process begin?

When consumers realize they have an unfufillled need and want to reach their 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 is NOT an external search for information when looking to purchase a new car?

Your mom has owned four Toyota cars, which you loved driving

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

physiological

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