Take the quiz test your understanding of the key concepts covered in the chapter. Try testing yourself before you read the chapter to see where your strengths and weaknesses are, then test yourself again once you’ve read the chapter to see how well you’ve understood. Show 1. When a consumer’s current state matches their desired state it means that they have a problem or an unfulfilled need. True or false? True False Answer: False 2. The consumer’s level of involvement in a purchase decision has a direct bearing on how they make that decision and how much time they spend on it. True or False? True False Answer: True 3. An attitude describes the way people behave when faced with difficult decisions. True or false? True False Answer: False 4. Perception is the process by which people select, organise and interpret sensory stimulation (sounds, visions, smell and touch) into a meaningful picture of the world. Without our perception, we would understand nothing. True or false? True False Answer: True 5. Language, literature, music and beliefs are all elements of a society’s culture. True or false? True False Answer: True 6. What is the first stage in the purchase decision process?
Answer: d. need or problem recognition 7. What is the final stage in the purchase decision process?
Answer: b. post-purchase evaluation 8. What is a consumer’s awareness set?
Answer: a. the products that a consumer has heard of that may solve their problem 9. What is at the highest level of Maslow’s hierarchy of needs?
Answer: b. self-actualisation needs 10. What does the term ‘evoked set’ mean?
Answer: c. a consumer’s shortlist of possible purchases 11. James recently purchased a new car, however now he is worried about whether he made the right decision. Consumer behaviourists have a term for this state of mind. What is it?
Answer: c. post-purchase dissonance 12. 14-year-old Beth is a member of the Girls Aloud fan club. She accesses their Facebook page regularly and is strongly influenced by what Girls Aloud say and wear. What kind of reference group is this fan club for Beth?
Answer: e. membership group 13. What kind of buying situation is it when a consumer buys a product regularly and there is very little financial (or any other) risk associated with its purchase? Examples might be: their favourite drink, a bar of chocolate or their daily newspaper.
Answer: e. routine problem-solving 14. John has always loved Citroen cars and so he is delighted when he hears that a Citroen has won Top Gear’s award for car of the year. It takes his friends a long time to convince him that it was actually just ‘new hatchback of the year’ and the overall winner was a Jaguar. John has unintentionally changed the information he heard to match his own beliefs and attitudes. What is the term for that?
Answer: b. selective distortion 15. What are the three components of an attitude?
Answer: d. cognitive, affective and conative 16. What are the internal influences on consumer buying behaviour?
Answer: a. personality, perception, learning, motivation, attitudes and beliefs 17. Jo is a well-paid lawyer who loves new technology and always has to be the first to own the latest music player or phone. According to Rodgers’ model, which category of adopter best describes Jo?
Answer: a. innovator 18. Name two types of behavioural learning.
Answer: c. classical conditioning and operant conditioning 19. What is a disassociative group?
Answer: d. a group that a person does not want to belong to 20. In which of the following ways the purchasing habits of organisations are rather different to those of individuals?
Answer: e. All of the above. 21. Selective ______ is the process by which stimuli are assessed and non-meaningful stimuli, or those that are inconsistent with our beliefs or experiences, are screened out. Answer: attention 22. An ______ describes a person’s consistently favourable or unfavourable evaluation, feelings and tendencies towards an object or idea. Answer: attitude 23. The roles in a business decision-making unit are: initiator, user, ______, financer, gatekeeper, decider and buyer. Answer: influencer 24. Individuals, such as buyers, technical personnel (e.g. IT experts) or receptionists who have some control over the flow of information into an organisation, have the role of ______ within the organisational buying centre. Answer: gatekeeper 25. The amount of time and effort that a customer is prepared to invest in finding and buying the right product is largely determined by their level of ______ with that product and buying decision. What statement best describes consumer Behaviour?Consumer Behavior:
A consumer generally purchases those products that maximize his satisfaction level.
Which of the following products would be most likely for a consumer to use only internal information search?Which of the following products would most likely require the purchaser to use only an internal information search? Internal information search is used with frequently purchased, low-cost items; the only item on the list that meets this criterion is the box of tissue.
What is an example of a marketing controlled information source?Marketing-controlled information sources include mass media advertising (radio, newspaper, television, and magazine advertising), sales promotion (contests, displays, premiums, and so forth), salespeople, product labels and packaging, and the Internet.
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