Question 1

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

B

Question 2

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 is focused on the satisfaction of needs and wants of individuals. It involves understanding how consumers make decisions, what influences their decisions, and how they perceive and evaluate products and services. While factors such as costs and competitors may play a role in the decision-making process, they do not define the concept of consumer buying behaviour.

Question 3

Delivering personal messages to consumers digitally at a time when they are making purchase decisions is referred to as
A) selective exposure
B) location-based marketing
C) rewards marketing
D) traditional marketing
E) timely marketing

Accepted Answer

The given scenario describes location-based marketing, which is the practice of delivering messages to consumers when they are in a specific location and making purchase decisions. This type of marketing can be accomplished through mobile devices, such as smartphones or tablets, which allow for precise targeting of consumers based on their current location.

Question 4

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 an individual's self-perceptions, which include their beliefs, attitudes, and values. While advertising, marketers, sales pitches, and diet may impact an individual's behavior and preferences, they do not necessarily shape their underlying personality traits.

Question 5

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

Accepted Answer

Investing in mutual funds is often motivated by the need for financial security and stability, which aligns with the safety level in Maslow's hierarchy of needs.

Question 6

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

Accepted Answer

Self-actualization is the highest level in Maslow's hierarchy of needs. It refers to the desire for personal growth, fulfilling one's potential, and achieving one's dreams and aspirations. This level involves developing a deep sense of purpose, creativity, and self-awareness, leading to a sense of fulfillment and contentment with one's life.

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 refer to an individual's favourable or unfavourable feelings toward an idea or object. Motives refer to the underlying reasons for behavior, needs refer to the basic requirements for survival and well-being, impressions refer to the overall image or perception of something or someone, and perceptions refer to the way in which information is interpreted and understood.

Question 8

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 9

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 proposes that humans have a set of needs that must be met in a certain order, with a person moving up to the next higher level need only when the one lower is satisfied. The needs are arranged in a pyramid with the most basic needs at the bottom: physiological needs, safety needs, love/belonging needs, esteem needs, and self-actualization needs. This principle is the basis of Maslow's theory of motivation, which suggests that people are motivated to fulfill these needs in order to achieve self-actualization.

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 which are real self, self-image, looking-glass self and ideal self. These components define how an individual perceives themselves and how they believe others perceive them. Real self is the individual's actual characteristics, self-image is their perception of their own characteristics, looking-glass self is how they believe others see them, and ideal self is the individual's view of who they want to be.

Question 11

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 as items that will make the consumer more attractive or desirable to their peers, thereby increasing their chances of being accepted. Advertisements may feature attractive and popular models or emphasize social situations where the product will be useful, such as parties or dates.

Question 12

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 is likely targeting the LGBT community because it is a large, untapped market with specific banking needs that the bank could fulfill. This strategy would help the bank increase its customer base and revenue without significantly increasing its marketing budget. It is not likely that TD Canada Trust is trying to change attitudes or reposition its brand, as these goals would require a different marketing strategy.

Question 13

The "Absolut Out" ad campaign is targeted to
A) women
B) single moms
C) gay community
D) teens
E) lumberjacks

Accepted Answer

The "Absolut Out" campaign featured advertisements targeted specifically to the LGBTQ+ community, featuring images of same-sex couples and the tagline "Kiss with Pride." This makes option C the best choice.

Question 14

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 the total market for a particular product or service into smaller, more homogeneous groups of customers. This allows companies to tailor their marketing efforts to the specific needs and preferences of each segment, increasing the effectiveness of their campaigns and ultimately driving sales. By understanding the unique characteristics and behaviors of different customer segments, companies can develop targeted messaging, create relevant products and services, and ultimately position themselves as the preferred choice for their target audience.

Question 15

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

The answer of Consumers are quite selective about messages they...

Question 16

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 underlying needs or desires that drive a person to act in a certain way. Therefore, the purpose of these actions would be to satisfy a need.

Question 17

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 based on characteristics such as demographics, psychographics, behavior, or geographic location. This allows companies to tailor their marketing strategies and product offerings to specific groups of consumers with similar needs and preferences, which can improve their marketing effectiveness and efficiency. Dividing a market into smaller units for creative purposes or targeting different areas for different agencies do not capture the essence of market segmentation, and dividing a market into different product categories is a different concept altogether.

Question 18

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 typically try to appeal to existing attitudes or values of their target audience, rather than attempting to change them. This is why they often feature relatable situations or use endorsements from people who share similar beliefs or lifestyles with the target audience. Ultimately, the goal is to convince consumers that a particular product or service aligns with their values and will enhance their lives in some way.

Question 19

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 refer to the desire for prestige, recognition, and achievement. Commercials that portray people in successful business roles often appeal to these needs by showcasing accomplishment and success.

Question 20

By developing advertising messages based on teen situations,Right Guard Extreme 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

The company is relying on peer influence to appeal to the teen audience by developing advertising messages that reflect teen situations. The brand is hoping to attract teenagers by making them feel that they can relate to the situations shown in the advertisements and that this product can help them fit in or be accepted by their peers.

Quiz 3: Consumer Behaviour Concepts and Target Marketing

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

The definition of consumer buying behaviour includes

Delivering personal messages to consumers digitally at a time when they are making purchase decisions is referred to as

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

A decision to invest in mutual funds could be motivated by this need in Maslow's hierarchy.

The highest level of Maslow's hierarchy of needs is

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

Many important consumer decisions are based on

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

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

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

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

The "Absolut Out" ad campaign is targeted to

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

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

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

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

Advertisers attempt to

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

By developing advertising messages based on teen situations,Right Guard Extreme is appealing to the teen audience.The company is relying on