Deck 3: Consumer Behavior

Question 1

Cultural values are transmitted through all of the following basic organizations except

A) family.
B) religious organizations.
C) educational institutions.
D) financial institutions.

Answer 1

D
Explanation: Cultural values are transmitted through three basic organizations: the family, religious organizations, and educational institutions.

Question 2

Which of the following observations about social classes in the United States is true?

A) The middle class makes up more than half of the American population.
B) Less than five percent of the population in the U.S. belongs to the upper class.
C) The working class is defined as "family folk" who depend heavily on relatives for economic and emotional support.
D) America, being a land of equality, does not have a class structure.

Answer 2

C
Explanation: The working class comprises 38 percent of the population and are "family folk" who depend heavily on relatives for economic and emotional support.

Question 3

What percentage of the U.S. population is comprised of baby boomers?

A) More than two-thirds
B) About 50 percent
C) About one third
D) Less than 10 percent

Answer 3

C
Explanation: Baby boomers (those born between 1946 and 1962) make up about a third of the U.S. population.

Question 4

In terms of consumption decisions, middle class consumers

A) prefer spending with good taste on products such as theater, books, investments in art, etc.
B) emulate the upper Americans, are concerned with fashion and buying what experts in the media recommend.
C) "keep up with the times" by focusing on the mechanical and recreational, and thus, ease of labor and leisure are what they continue to pursue.
D) are prone to every form of instant gratification known to humankind when the money is available.

Question 5

Increased earnings among the _____ have led to spending on more "worthwhile experiences" for children, including winter ski trips, college education, and shopping for better brands of clothes at more expensive stores.

A) upper Americans
B) American middle class
C) lower Americans
D) American working class

Question 6

The group of Americans referred to as "family folk," who depend heavily on relatives for economic and emotional support, are commonly referred to by marketers as the

A) lower American class.
B) working class.
C) middle class.
D) upper American class.

Question 7

Identify the population of American consumers who want to do the right things and buy what is popular.

A) Lower Americans
B) Upper Americans
C) Working class
D) Middle class

Question 8

_____ is one of the most basic influences on an individual's needs, wants, and behavior, since all facets of life are carried out against the background of the society in which an individual lives.

A) Politics
B) Culture
C) Education
D) Technology

Question 9

_____ is the single best indicator of social class.

A) Family size
B) Religion
C) Occupation
D) Possessions

Question 10

The behavior of individual members is influenced by social classes which tend to have

A) a significant amount of homogeneity.
B) different attitudinal configurations and values.
C) a dominance of people having high incomes.
D) decreased influence of religious values.

Question 11

This consumer class in America wants to do the right thing and buy what is popular. They comprise of 34 percent of the American population. Identify the consumer class.

A) Upper Americans
B) Working class
C) Middle class
D) Lower Americans

Question 12

_____ is based on such things as geographic areas, religions, nationalities, ethnic groups, and age.

A) History
B) Financial need
C) Subculture
D) Value

Question 13

Mass communication, mass transit, and a decline in the influence of religious values have led to a(n)

A) increase in crimes against minorities.
B) decreased homogeneity.
C) larger mature market.
D) decrease in subcultural barriers.

Question 14

Identify the class in which quality merchandise is most prized and prestige brands are commonly sought.

A) Middle class
B) Upper Americans
C) Working class
D) Lower Americans

Question 15

The American middle class are concerned about

A) European travel and club memberships for tennis, golf, and swimming.
B) prestigious schooling facilities for their children.
C) fashion and buying what experts in the media recommend.
D) buying only "value for money" products.

Question 16

14 percent of the American population that is differentiated mainly by having high incomes, is classified as the

A) working class.
B) middle class.
C) upper Americans.
D) lower Americans.

Question 17

Marketing managers should adapt the marketing mix to _____ and constantly monitor value changes and differences in both domestic and global markets.

A) sales strategies
B) the selling concept
C) cultural values
D) brand image

Question 18

Which of the following is considered integral to successful marketing?

A) Understanding of consumer needs.
B) Understanding of employee needs.
C) Understanding production orientation.
D) Understanding the production processes.

Question 19

_____ emphasizes that profitable marketing begins with the discovery and understanding of consumer needs and then develops a marketing mix to satisfy these needs.

A) Marketing concept
B) Strategic plan
C) Product concept
D) Selling concept

Question 20

Identify the social class for which spending with good taste is a priority as are products such as theater; books; investments in art; European travel; household help, etc.

A) Working class
B) Middle class
C) Upper Americans
D) Lower Americans

Question 21

Which of the following is an example of a marketing influence on consumer behavior?

A) Markus purchased the first pair of jeans he saw rather than the Bugle Boys he wanted because he didn't have the time.
B) Hannah blamed her depression for her purchase of a half-gallon of Edy's brand double fudge brownie ice cream.
C) Mindy purchased clothes at Olsen's Mill Direct because they had publicized that the clothes were up to 60 percent cheaper from other stores.
D) Robin purchased $200 worth of flowering bulbs because her companion convinced her that they would enhance the aesthetics of her yard.

Question 22

A marketer can create a consumer perception that their products is worth purchasing, by

A) designing products according to fads.
B) evaluating the response to the product prior to its release.
C) differentiating their products from those of competitors.
D) providing input for the organization's objectives.

Question 23

Marketers can create brand equity by

A) selling the product in prestigious outlets.
B) overpricing the product and claiming better quality.
C) preparing comparative information about competitive brands.
D) making the products available at all locations.

Question 24

Social class can provide some useful insights into consumer behavior and is potentially useful

A) for studying reference groups.
B) as a market segmentation variable.
C) for understanding occupational differences.
D) to influence individual's behavior.

Question 25

Secondary reference groups include

A) family.
B) close friends.
C) relatives.
D) college associations.

Question 26

Groups that an individual looks to when forming attitudes and opinions defines which of the following?

A) Reference groups
B) Social classes
C) Subcultures
D) Cross-functional groups

Question 27

Which of the following is an example of a social influence on consumer behavior?

A) The fashion editor of Seventeen magazine writes that any teen who wants to be considered 'in' with the times must wear a shirt that shows her bellybutton.
B) The manufacturer of a line of aromatherapy candles markets them at very exclusive stores.
C) Ernie decides to buy a new dress for Easter, but decides not to buy anything because the store was overcrowded.
D) Billie purchases a pair of Honey brand clogs instead of the Birkenstocks because the Birkenstocks were too expensive.

Question 28

It is important for marketers to devise communications that offer _____, and are placed in media that consumers in the target market are likely to use.

A) consistent messages about their products
B) extremely detailed and lengthy product information
C) little information to the customers so that they can be easily manipulated
D) a new marketing strategy aimed at the upper Americans

Question 29

When preparing Thanksgiving dinner, Marissa worried that her parents would disapprove of her having used ready-to-serve pumpkin pies bought from the local grocery store, rather than making her own. In terms of social influences on her behavior, Marissa was most concerned with

A) a primary reference group.
B) a subculture influence.
C) a secondary reference group.
D) family life cycle.

Question 30

Reference group influence is considered to be stronger for products that are

A) conspicuous.
B) in the maturity stage of the product life cycle.
C) inexpensive.
D) well-differentiated from competitors' products.

Question 31

All of the following are marketing influences on consumer decision making except

A) product influences.
B) price influences.
C) promotion influences.
D) technical influences.

Question 32

Which American social class comprises of 16 percent of the population and is as diverse in values and consumption goals as are other social levels?

A) Upper Americans
B) The middle class
C) Lower Americans
D) The working class

Question 33

When consumers are seeking low-involvement products, _____ is important.

A) order processing
B) order booking
C) ready availability
D) information about warranty

Question 34

Primary reference groups include

A) college fraternity members.
B) office colleagues.
C) family and close friends.
D) sports groups.

Question 35

Deals of 40 to 75 percent off, on merchandise at Kmart stores that were being closed, were widely publicized. This led many consumers who had not shopped at Kmart stores in a long time to return and look for bargains. _____ influences led to these bargain-hunters revisiting Kmart stores.

A) Social
B) Product
C) Place
D) Promotion

Question 36

As the mother of the groom, Ann was willing to wear the subdued-colored, tailored suit that the bride had selected for the wedding until the sales clerk showed Ann a red, off-the-shoulder cocktail dress. Because the sales clerk kept telling Ann how great the dress looked and because the price of the dress was substantially lower than the suit, Ann bought the dress to wear to the wedding. Ann's decision to buy the red dress was a result of

A) promotion and price influences.
B) place and product influences.
C) promotion and place influences.
D) price and place influences.

Question 37

The reason that higher prices may not affect consumer buying for some offerings is that

A) most consumers prefer brand names which have higher prices.
B) 70 percent of the total population looks for quality services and are willing to pay higher prices.
C) consumers believe that higher prices indicate higher quality or prestige.
D) most consumers are in a position to purchase higher priced goods.

Question 38

An emphasis on _____ is one sign of how much more limited and different working-class horizons are socially, psychologically, and geographically compared to those of the middle class.

A) prestige products
B) emulating the Upper Americans
C) buying what is popular
D) family ties

Question 39

Identify this useful way of classifying and segmenting certain markets as it combines trends in earning power with demands placed on income.

A) Social class
B) Ethnicity
C) Family life cycle
D) Situational influences

Question 40

The group classified as Lower Americans are at times prone to _____ when money is available.

A) instant gratification
B) spending on prestige brands
C) saving large amounts
D) making large investments

Question 41

What best describes those factors particular to a time and place of observation that have a demonstrable and systematic effect on current behavior?

A) Social influences
B) Product knowledge
C) Product involvement
D) Situational influences

Question 42

Darla considers herself to be an expert on gourmet cuisine, and she has dined at many of the finest restaurants in the United States. On a recent trip to New Orleans, she refused to eat at a restaurant that was purported to have some of the best Cajun food because it had oil cloth and plastic flowers on the tables. Which situational influence explains Darla's refusal to eat at this restaurant?

A) Marketing mix
B) Task features
C) Current conditions
D) Physical features

Question 43

Which situational influence provides additional depth to a description of a situation?

A) Physical features
B) Social features
C) Task features
D) Current conditions

Question 44

Jane bought the movie "If it's Tuesday, This Must Be Belgium" because she wanted to watch something which would cheer her up. Identify the situational influence.

A) Time
B) Current conditions
C) Task features
D) Social features

Question 45

All of the following can be identified as a group of situational influencers except

A) family life cycle.
B) time.
C) current conditions.
D) social features.

Question 46

Which situational influence includes an intent or requirement to select, shop for, or obtain information about a general or specific purchase?

A) Current conditions
B) Task features
C) Social features
D) Physical features

Question 47

Terence doesn't really like grapefruit, but when all of his friends ordered grapefruit martinis, he felt that to be part of the group he needed to order one for himself too. Which situational influence explains Terence's purchase of a grapefruit martini?

A) Physical features
B) Task features
C) Current conditions
D) Social features

Question 48

On Friday, Pierce went to an antique mall to hunt for a Victorian table. He left shortly after he arrived since he found the background music distasteful. On returning the next day, he found the music was much more to his liking. This time he stayed and purchased a Victorian table he found there. Which situational influence on consumer behavior is described by Pierce's actions?

A) Social features
B) Task features
C) Current conditions
D) Physical features

Question 49

Jerri wanted to undertake some remodeling prior to moving in to her new home. She was convinced she must first replace the carpeting because the previous owners smoked. She did not want to buy just any carpeting because she knew carpeting varied as per style and quality. Neither did she want to spend $3,000 for carpeting that had to be replaced in five years. For Jerri, the purchase of the carpeting most likely involved _____ decision making.

A) selective
B) limited
C) extensive
D) routine

Question 50

During her lunch hour, Shelly has to pick up her laundry, buy a new pair of hose, deposit some money in her bank account, pick out a birthday present for her niece, and have a quick lunch. Which situational influence will have the greatest effect on the purchase of the birthday gift?

A) Time
B) Task features
C) Social features
D) Physical features

Question 51

Which of the following statements about product involvement is true?

A) Product knowledge is unrelated to product involvement.
B) A consumer is just as likely to develop the same level of product involvement with a product requiring routine decision making as with a product requiring extensive decision making.
C) Product involvement does not affect how quickly a consumer moves through the purchase decision-making process.
D) A consumer's level of product involvement will determine how quickly the purchase is made.

Question 52

Consumers are unlikely to engage in extensive search when they are seeking

A) high-involvement products.
B) low-involvement products.
C) financial capital.
D) capital goods.

Question 53

The amount of information a consumer has stored in her or his memory about particular product classes, product forms, brands, models, and ways to purchase them, is known as

A) product knowledge.
B) market input.
C) situational knowledge.
D) social knowledge.

Question 54

Since Nadia was bored with her living room furniture, she decided to buy a whole new set. Which situational influence on consumer behavior is described by Nadia's actions?

A) Time
B) Task features
C) Current conditions
D) Physical features

Question 55

Identify the element which refers to a consumer's perception of the importance or personal relevance of an item.

A) Product knowledge
B) Promotion influences
C) Product involvement
D) Product influences

Question 56

The difference in consumer behavior when purchasing a fire protection system for a warehouse full of steel furniture, and when purchasing a fire protection system for a home, full of irreplaceable antiques, can be attributed to which of the following situational influences?

A) Social features
B) Task features
C) Current conditions
D) Physical features

Question 57

People present, their characteristics, their apparent roles and interpersonal interactions are relevant examples for this situational influence.

A) Task features
B) Time
C) Current conditions
D) Social features

Question 58

Because Carter was tired, he decided to go to a restaurant and order a cool drink and a big piece of chocolate pie. Which situational influence most likely caused Carter's behavior?

A) Task features
B) Social features
C) Current conditions
D) Physical features

Question 59

These situational features are the most readily apparent features of a situation.

A) Current conditions
B) Task features
C) Physical features
D) Social features

Question 60

Identify the situational influence that makes up the final feature characterizing a situation.

A) Time
B) Current conditions
C) Task features
D) Social features

Question 61

_____ is the most common type of consumer decision process and the way consumers purchase most packaged goods.

A) Limited decision making
B) Extended decision making
C) Routine decision making
D) Alternative search

Question 62

A consumer buying a new toothbrush would likely view this as a(n)

A) low-involvement purchase.
B) high-involvement purchase.
C) extensive decision making process.
D) limited decision making process.

Question 63

When buying clothes, consumers may shop at several stores and compare a number of different brands and styles before purchasing an item. Identify the decision making type involved.

A) Extensive decision making
B) Limited decision making
C) Routine decision making
D) Selective decision making

Question 64

Identify the source which refers to handling, examining, and perhaps trying out the product while shopping.

A) Internal sources
B) Marketing sources
C) Experiential sources
D) Public sources

Question 65

Maslow assumes that satisfaction of these needs is only possible after the satisfaction of all the needs lower in the hierarchy.

A) Physiological needs
B) Self-actualization needs
C) Belongingness and love needs
D) Esteem needs

Question 66

For which of the following purchases would a consumer most likely engage in extensive decision making?

A) Purchase of a pair of panty hose at a hotel gift shop.
B) Purchase of a cup of coffee from Starbucks.
C) Purchase of a case of cat food.
D) Purchase of a new car.

Question 67

An ad for a Fast Rationale Emergency Dialer states: "In a life-threatening emergency, 73 percent of people misdial 911." In terms of Maslow's hierarchy, this ad was designed to appeal to the consumer's

A) psychological needs.
B) need for esteem.
C) safety needs.
D) self-actualization needs.

Question 68

Robert needs to buy a ream of printer paper for his old printer. For Robert, the purchase of printer paper requires _____ decision making.

A) selective
B) limited
C) extensive
D) routine

Question 69

Sandra, who wants to buy an exercise machine, sees an advertisement in the local newspaper for a fitness equipment store. She notices that the store showcases the model she wants. This is an example of

A) group influence.
B) situational influence.
C) marketing influence.
D) product influence.

Question 70

For a high-involvement product purchase, consumers are likely to develop a high degree of _____ so that they can be confident that the item they purchase is just right for them.

A) brand loyalty
B) satisfaction
C) product knowledge
D) references

Question 71

The starting point in the buying process is the recognition of a(n)

A) unsatisfied need by the consumer.
B) requirement for information by the consumer.
C) pending purchase decisions of the consumer.
D) the level of product involvement for the consumer.

Question 72

This need can be defined as the desire to become more and more what one is, to become everything one is capable of becoming.

A) Physiological needs
B) Self-actualization needs
C) Esteem needs
D) Belongingness and love needs

Question 73

For which of the following purchases would a consumer be most likely to engage in limited decision making?

A) The purchase of candy which was selected after the buyer read the fat content on the box.
B) The purchase of a gift for a friend.
C) The purchase of a 6-pack of beer and a bag of popcorn.
D) The renewal of a subscription to Hardware Age, a trade journal, by a hardware store owner.

Question 74

All of the following pertain to product knowledge except that it

A) refers to the amount of information a consumer has stored in memory about the product.
B) refers to the initial level of knowledge which may affect purchase decision.
C) influences how quickly a consumer goes through the decision making process.
D) refers to a consumer's perception of the importance or personal relevance of an item.

Question 75

These needs will dominate when all needs are unsatisfied and in such a situation none of the other needs will serve as a basis for motivation.

A) Physiological needs
B) Safety needs
C) Esteem needs
D) Self-actualization needs

Question 76

The headline for the Rockport shoes ad reads, "I'm comfortable being the greatest that ever was or will be. Be comfortable. Uncompromise. Start with your feet." The ad shows a picture of Muhammad Ali, world famous boxer. In terms of Maslow's hierarchy, this ad was designed to appeal to the consumer's

A) physiological need.
B) need for esteem.
C) safety needs.
D) self-actualization needs.

Question 77

Initial level of product knowledge is determined by group, marketing and

A) consumer feedback.
B) situational influences.
C) information available.
D) marketing sources.

Question 78

_____ constitutes moderate consumer behavior, but still involves time and effort searching for and comparing alternatives.

A) Limited decision making
B) Informed decision making
C) Routine decision making
D) Extensive decision making

Question 79

For which of the following purchases would a consumer be most likely to engage in routine decision making?

A) Purchase of a new entertainment center.
B) Purchase of a Snickers candy bar each afternoon as a snack.
C) Hiring of a contractor to build a deck on your new home.
D) Purchase of a pedigree Golden Retriever puppy.

Question 80

Jerri had just moved her furniture into her new house when she decided her living room sofa looked shabby in its new location. She liked the sofa's color and style, and she felt she should replace it with a similar, but high-end one. Identify the decision making process involved.

A) Limited
B) Extensive
C) Routine
D) Intensive