Deck 2: Understanding Customer Behaviour

Question 1

From the theory of _____________, we know that how we intend to behave is not always how we actually behave, because this is affected by our attitudes towards the behaviour in question, a subjective norm (how we think others perceive that behaviour), and our own perceptions of how we can control our behaviour.

A) planned behaviour
B) motivation
C) operant conditioning
D) cognitive dissonance

Answer 1

A

Question 2

A female consumer decides that she needs to buy a new dress for a party, because she's grown tired of the old one, or because she thinks it's out of fashion, or to cheer herself up, or for a special occasion. This is an example of which stage in the consumer proposition acquisition process?

A) Information gathering.
B) Motive development.
C) Product selection.
D) Acquisition.

Answer 2

B

Question 3

To reduce cognitive dissonance post-purchase a consumer can act in a number of ways. These include:

A) Selectively forgetting information.
B) Minimizing the importance of an issue, decision, or act.
C) Reversing a purchase decision; for instance, by taking a product back or selling it.
D) All of the above options are correct.

Answer 3

D

Question 4

Jingles are often used in advertising. For example, GoCompare's annoying opera singer, Gio Compario. What learning theory is this example of?

A) Operant conditioning.
B) Classical conditioning.
C) Social learning.
D) Social conditioning.

Question 5

Organizational buyer behaviour (OBB) consists of a series of sequential activities through which organizations proceed when making purchasing decisions. This is referred to as:_________

A) buyclasses
B) buyphases
C) procurement
D) tender

Question 6

In Maslow's Hierarchy of Needs theory our need to be valued and respected by ourselves and others is a/an:

A) esteem need.
B) higher-order physiological need.
C) low-order safety need.
D) low-order self-actualization need.

Question 7

This is the manner in which the individual copes and deals with his/her psychological and physical environment on a day-to-day basis', and 'the manner in which people conduct their lives, including their activities, interests, and opinions' (AMA, 2016). This is referred to as:________. These are beliefs that underpin our attitudinal and behavioural systems. They are linked to our conscience, developed through the familial socialization process, through cultures and subcultures, our religious influences, and are frequently formed in early childhood:

A) Attitudes
B) Opinions
C) Lifestyles
D) Motives

Question 8

Which of the following is not one of the buyphases in organizational buyer behaviour (OBB)?

A) Product specification.
B) Evoke set development
C) Supplier and product search.
D) Evaluation of proposals.

Question 9

Paul's computer is five years old and he is becoming annoyed by how slowly it operates. This scenario is an example of motive development.

Question 10

New Task situation occurs when the organization is faced with a first-time buying situation. Risk is inevitably large at this point as there is little collective experience of the product/service or of the relevant suppliers.

Question 11

There are three main types of buying situations. Referred to by Robinson, Faris, and Wind (1967) as buyclasses these are: new task, modified rebuy, and straight rebuy.

Question 12

The search for information during the data gathering stages of the production acquisition process involves just an internal search of information from our memory.

Question 13

An evoked set is a group of goods, brands, or services recalled during decision making from which a consumer makes their decision of which product, brand, or service to buy.

Question 14

Cognitive dissonance is when we are not entirely happy with our purchase after buying it and we are motivated to re-evaluate our beliefs and opinions about the purchase.

Question 15

Most market research agencies routinely measure attitudes and purchasing patterns based on life stage to determine differences among groups.

Question 16

Users very often help set the technical specifications for the proposed purchase and assist the evaluation of alternative offerings by potential suppliers.

Question 17

There are various theories of personality. One popular approach categorizes people into different personality types or so-called ____________.

A) self-concept
B) traits
C) looking-glass self
D) habit

Question 18

In an organisation, this member of DMU selects suppliers and manages the process whereby the required products are procured. They are known as: _________.

A) deciders
B) gatekeepers
C) buyers
D) influencers

Question 19

What is the group of products called that we consider when making a consumer purchase decision?

A) Evoked set.
B) Customer options.
C) Desired set.
D) Awareness set.

Question 20

This feeling of dissonance may be particularly acute in a ____________ purchase, e. g. cars, houses, holidays, high-value investment products.

A) high-involvement
B) low-involvement.
C) routine
D) impulse

Question 21

Nestlé sells green tea flavoured Kit Kats in Thailand is an example of the strategy of ______________to the ethnic market.

A) total standardisation
B) distribution adaptation
C) product adaptation
D) advertising adaptation