Question 1

The desire to be accepted by peers is commonly appealed to in advertising for products such as
A) investments and security systems
B) adventure travel
C) personal care products and clothing
D) groceries and housing
E) higher education

Accepted Answer

Personal care products and clothing are often marketed by appealing to the desire to be accepted and liked by one's peers. Advertisements for these products often highlight social situations and suggest that using the product will make an individual more appealing to others.

Question 2

Geodemographic segmentation involves
A) creating a universal message for all consumer segments
B) combining demographic characteristics with geographic characteristics
C) a marketing strategy that uses face to face product demonstrations
D) marketing based on income levels

Accepted Answer

Geodemographic segmentation combines both demographic characteristics (such as age, income, and occupation) and geographic characteristics (such as zip code or region) to create distinct consumer segments based on where they live and how they behave. This allows for more targeted and effective marketing efforts. A is incorrect as it suggests a one-size-fits-all approach. C is incorrect as it refers to a specific tactic rather than a larger strategy. D may be one factor considered in geodemographic segmentation, but it is not the sole basis.

Question 3

Many important consumer decisions are based on
A) the real self and the self-image
B) significant exposure
C) the looking-glass self and the ideal self
D) the intellectual self
E) screened-out messages

Accepted Answer

The looking-glass self and the ideal self are key concepts in understanding consumer behavior. The looking-glass self refers to how individuals think others perceive them, which can influence their purchasing decisions. The ideal self is the person an individual aspires to be, which can also guide consumer choices as they purchase products that align with their aspirations.

Question 4

By developing advertising messages based on teen situations, Red Bull is appealing to the teen audience. The company is relying on
A) selective exposure
B) selective retention
C) self-actualization
D) peer influence
E) double targeting

Accepted Answer

Red Bull is relying on peer influence by using advertising messages that are relatable and appealing to the teen audience, making it more likely that teens will share and recommend the product to their friends.

Question 5

Esteem needs, as defined by Maslow, are addressed in commercials that portray people in
A) major chain stores
B) successful business roles
C) retraining programs
D) further education
E) purchasing gasoline

Accepted Answer

Esteem needs include feeling respected, valued, and accomplished. Commercials that portray people in successful business roles often appeal to these needs, as they show individuals achieving professional success and recognition. Therefore, option B is the best choice. The other options do not directly address esteem needs, although purchasing gasoline could potentially indirectly relate to the convenience or status of owning a car.

Question 6

Advertisers attempt to
A) change consumer attitudes about themselves
B) alienate current customers in pursuit of new customers
C) show the target audience in a new light
D) show how products agree with current attitudes
E) develop the real self

Accepted Answer

Advertisers generally try to show how their products align with the current attitudes and beliefs of the target audience. This can lead to a more favorable view of the product and increase the likelihood of purchase.

Question 7

An individual's favourable or unfavourable feelings toward an idea or object are referred to as
A) motives
B) needs
C) impressions
D) attitudes
E) perceptions

Accepted Answer

Attitudes are an individual's positive or negative evaluations, feelings, or tendencies toward an idea, object, or person. Motives refer to the needs or desires that energize and direct behaviour, while needs refer to the physiological or psychological requirements that must be met to ensure survival and well-being. Impressions are the initial perceptions that individuals form about something or someone, while perceptions refer to the process of selecting, organizing, and interpreting sensory information.

Question 8

TD Canada Trust appeals to the LGBT market because the bank wants to
A) change attitudes of the gay community
B) appeal to the needs of a large untapped market
C) reduce their media spending
D) change attitudes of their current customers
E) reposition their brand

Accepted Answer

TD Canada Trust wants to appeal to the needs of a large untapped market, which is the LGBT market. This is a smart business strategy as this demographic has considerable buying power and represents a significant market opportunity for financial institutions. TD Canada Trust's goal is to attract more LGBT customers by providing financial services that meet their needs and promoting a culture of inclusiveness.

Question 9

The definition of consumer buying behaviour includes
A) mass consumption
B) discretionary income
C) satisfaction of needs and wants
D) costs of goods purchased
E) competitors

Accepted Answer

Consumer buying behaviour refers to the process through which a consumer decides what, when, why, where, and how to purchase goods and services. This process is driven by the consumer's needs and wants, which they seek to satisfy by acquiring goods and services. Therefore, the definition of consumer buying behaviour includes satisfaction of needs and wants. Mass consumption, discretionary income, costs of goods purchased, and competitors may be factors that influence or impact consumer buying behaviour, but they are not part of the definition itself.

Question 10

Self-concept theory states that the self has four components. These are
A) physiological, safety, social, esteem
B) when, how, why and who buys
C) introduction, growth, maturity and decline
D) boomers, gen x, echo boomers, busters
E) real self, self-image, looking-glass self and ideal self

Accepted Answer

Self-concept theory states that the self has four components: real self, self-image, looking-glass self, and ideal self. These components are important in understanding how individuals perceive themselves and how they interact with others. The real self refers to an individual's actual traits, characteristics, and behaviors. The self-image is how an individual sees themselves. The looking-glass self is how an individual perceives others to see them. The ideal self is the self that an individual would like to be or aspire to be.

Question 11

The highest level of Maslow's hierarchy of needs is
A) esteem
B) social
C) physiological
D) self-actualization
E) safety

Accepted Answer

The highest level of Maslow's hierarchy of needs is self-actualization, which refers to fulfilling one's potential, pursuing personal growth, and seeking to become the best version of oneself. This level can only be reached once lower needs, such as physiological needs (e.g. food and shelter) and safety needs (e.g. physical security), are met. Esteem needs and social needs are also lower-level needs that must be satisfied before self-actualization can occur.

Question 12

According to your textbook, personality, a person's distinguishing psychological characteristics, is influenced by
A) advertising
B) marketers
C) self-perceptions
D) sales pitches
E) diet

Accepted Answer

Personality is influenced by self-perceptions, which are a person's beliefs about their own characteristics and abilities. Advertising, marketers, and sales pitches may attempt to influence a person's self-perceptions or behavior, but they do not directly impact their underlying personality traits. Diet can have some indirect effects on personality by affecting mood and other physiological factors, but it is not a primary influence.

Question 13

The TD Proudly Supports Pride in Toronto ad campaign is targeted to
A) women
B) single moms
C) gay community
D) teens
E) lumberjacks

Accepted Answer

The TD Proudly Supports Pride in Toronto ad campaign is targeted towards the LGBTQ+ community, particularly those who participate in the annual Pride parade in Toronto. The campaign aims to show support for the community and promote inclusivity and diversity.

Question 14

Maslow's hierarchy of needs and theory of motivation is based on the principle that
A) consumers increase their standard of living
B) the per capita income will increase every year
C) the supply of goods and services will always increase
D) the free market system will produce an increase in the standard of living
E) a person moves up to the next higher level need when the one lower is satisfied

Accepted Answer

Maslow's hierarchy of needs and theory of motivation states that individuals are motivated by fulfilling their needs, which are organized into a hierarchy of five levels. According to the theory, an individual moves up to the next higher level need when the one lower is satisfied. This means that the fulfillment of one level of needs acts as a motivator for the individual to move up to the next level.

Question 15

Market segmentation refers to the process of dividing a large market into
A) smaller units for creative purposes
B) smaller homogeneous markets
C) different target areas for different agencies
D) different product categories

Accepted Answer

Market segmentation involves dividing a large market into smaller homogeneous markets, which share similar characteristics such as demographics, behavior, and needs. This enables companies to tailor their marketing efforts to specific segments and improve their chances of success in each market. A, C, and D are not accurate descriptions of market segmentation.

Question 16

The ability of a company to target specific customers is based on the concept of
A) positioning strategy
B) double targeting
C) brand preference
D) market segmentation
E) agency selection

Accepted Answer

Market segmentation is the process of dividing a larger market into smaller groups of consumers who have similar needs or characteristics. This allows companies to target specific segments with customized marketing strategies and products, increasing the chances of success. By understanding the unique needs and preferences of each segment, companies can tailor their offerings to better meet customer demand and build stronger relationships with their target audience.

Question 17

Motives are the conditions that prompt the action that is taken to
A) satisfy the need
B) determine market segments
C) design packaging
D) create store displays
E) create an image

Accepted Answer

Motives are the internal conditions that prompt individuals to take action to satisfy their needs, desires or wants. Therefore, A is the best choice as it directly relates to the concept of motives. The other options (B, C, D, E) may be influenced by motives, but they are not specifically related to defining or characterizing motives themselves.

Question 18

A decision to purchase insurance could be motivated by this need in Maslow's hierarchy.
A) physiological
B) safety
C) self-actualization
D) social
E) esteem

Accepted Answer

Insurance provides a sense of security and protection from unexpected events that could result in financial loss or harm to one's physical well-being. This aligns with Maslow's hierarchy of needs at the level of safety, which includes things like personal safety, financial security, and protection from harm.

Question 19

Consumers are quite selective about messages they receive. Consumers perceive messages that
A) are easy to see or hear
B) they want to remember
C) are in their face
D) are in line with their needs
E) appeal to the real self

Accepted Answer

Consumers are more likely to perceive messages that align with their needs, as these messages are relevant and meaningful to them.

Question 20

Reference group or peer group for an individual is a group of people
A) the individual wants to belong to
B) the individual believes he/she belongs to
C) with the same postal code
D) forming an agency's focus group
E) driving the same type of automobile

Accepted Answer

The answer of Reference group or peer group for an...

Quiz 3: Consumer Behaviour Concepts and Target Marketing

The desire to be accepted by peers is commonly appealed to in advertising for products such as

Geodemographic segmentation involves

Many important consumer decisions are based on

By developing advertising messages based on teen situations, Red Bull is appealing to the teen audience. The company is relying on

Esteem needs, as defined by Maslow, are addressed in commercials that portray people in

Advertisers attempt to

An individual's favourable or unfavourable feelings toward an idea or object are referred to as

TD Canada Trust appeals to the LGBT market because the bank wants to

The definition of consumer buying behaviour includes

Self-concept theory states that the self has four components. These are

The highest level of Maslow's hierarchy of needs is

According to your textbook, personality, a person's distinguishing psychological characteristics, is influenced by

The TD Proudly Supports Pride in Toronto ad campaign is targeted to

Maslow's hierarchy of needs and theory of motivation is based on the principle that

Market segmentation refers to the process of dividing a large market into

The ability of a company to target specific customers is based on the concept of

Motives are the conditions that prompt the action that is taken to

A decision to purchase insurance could be motivated by this need in Maslow's hierarchy.

Consumers are quite selective about messages they receive. Consumers perceive messages that

Reference group or peer group for an individual is a group of people