Deck 9: Shopper Insights

Question 1

What percentage of purchase decisions are made in front of the shelf in the store:

A)40%
B)50%
C)60%
D)70%

Answer 1

D

Question 2

This is defined as the enhancement of the shopping experience through assortment and planogram alignment with shopper needs:

A)Consumer marketing
B)Consumer merchandising
C)Shopper marketing
D)Shopper merchandising

Answer 2

D

Question 3

Which of the following statements is NOT correct:

A)Efficiency drives shopping behavior for a product of little importance
B)Loyalty is built based on the person's previous experience
C)Loyalty is built for CPG brands inside the store
D)Memory of consumption is a driving force

Answer 3

C

Question 4

Which of the following is NOT identified as an activation point when assessing customer behavior?

A)Consumer marketing
B)Consumer merchandising
C)Shopper marketing
D)Shopper merchandising

Question 5

This is all pre-store communication and promotion including product development,packaging,advertisements,and promotions:

A)Consumer marketing
B)Consumer merchandising
C)Shopper marketing
D)Shopper merchandising

Question 6

Customers share their experiences about retailers and products,which is the fastest and most widely spread:

A)Blogs
B)Conversations with family
C)Conversations with friends
D)Email

Question 7

The external drivers of shopping behavior includes all EXCEPT:

A)Retail ambience
B)Shopping mode
C)Store layout and design
D)Visual merchandising

Question 8

This includes all marketing outcomes accrued to a brand name compared to those accrued to a product without a name brand:

A)Brand equity
B)Brand outcome
C)Brand synergy
D)Brand value

Question 9

Data compiled by retailers,vendors and consultants to predict customers' behaviors is called:

A)Behavior insights
B)Retail insights
C)Shopping information
D)Shopping insights

Question 10

Which of the following statements is NOT correct:

A)Brand loyalty always drives shopping behavior
B)Efficiency and economy drive some shopping behaviors
C)Shoppers plan their trips around what they need
D)The shopping occasion drives shopping behavior

Question 11

In order to build a retailer's image,retailers need to do all EXCEPT:

A)Carefully examine the retail image
B)Hold steady to the way business was conducted with the founder
C)Review all aspects of the organization effort
D)Seek a fresh perspective

Question 12

This is typical demographic data collected by retailers:

A)Aspirations
B)Gender
C)Interests
D)Life stage

Question 13

Which of the following behavior's was NOT noted in Underhill's research,shoppers tend to:

A)Slow walking speed
B)Female customers prefer tactile objects on tables
C)Male customers prefer an over abundance of merchandise
D)Male customers shop quickly

Question 14

This method of data collection is shopping customers and asking questions:

A)Focus groups
B)Intercept survey
C)Internet survey
D)Pantry survey

Question 15

This is all stimuli that builds all marketing outcomes for the brand:

A)Consumer marketing
B)Consumer merchandising
C)Shopper marketing
D)Shopper merchandising

Question 16

Win Weber pioneered category management with this retail chain:

A)HEB
B)Kmart
C)United
D)Walmart

Question 17

This method of data collection is used when panelists are given a home scanner they use to scan the bar codes of their purchases which is uploaded to a research group's data base.

A)Focus groups
B)Intercept survey
C)Pantry inventory
D)Scanner data collection

Question 18

This research method includes asking questions to customers in a group session:

A)Focus groups
B)Intercept survey
C)Internet survey
D)Pantry survey

Question 19

This type of data collection occurs during the transaction process at the store:

A)Intercept survey
B)Internet surveys
C)Pantry survey
D)Scanner data collection

Question 20

The internal drivers of shopping behavior includes all EXCEPT:

A)Level of brand loyalty
B)Purpose of shopping occasion
C)Purpose of shopping trip
D)Visual merchandising

Question 21

This strategy brings the shopper to the point of buying:

A)Consumption
B)Conversion
C)Enthusiast
D)Transaction

Question 22

This shopping mode is when customers are seeking a new experience:

A)Auto pilot
B)Browser
C)Buzz
D)Bargain hunting

Question 23

Draw and label the new shopping cycle.How is it different than the original? Which do you believe is better and why?

Question 24

This strategy focuses on encouraging the shopper to try a new product:

A)Consumption
B)Conversion
C)Enthusiast
D)Transaction

Question 25

This shopping mode is also known as the grab and go:

A)Auto pilot
B)Browser
C)Buzz
D)Bargain hunting

Question 26

This strategy focuses on cross merchandising to build total sales and profit.

A)Consumption
B)Conversion
C)Enthusiast
D)Transaction

Question 27

Retailers often thought there was a tradeoff between _______________ versus _______________.

Question 28

This strategy focuses on encouraging the shopper to trade up:

A)Consumption
B)Conversion
C)Enthusiast
D)Transaction

Question 29

This strategy focuses on the brand loyal customer:

A)Consumption
B)Conversion
C)Enthusiast
D)Transaction

Question 30

This shopping mode is when customers are making their decisions based on new advertisements,packaging,or promotions:

A)Auto pilot
B)Browser
C)Buzz
D)Bargain hunting

Question 31

List the facets of the retail experience of which customers have opinions: