Chap 5
Chap 5
Chap 5
Chapter 5
Consumer Markets and Consumer Buyer Behavior
1. Which of the following companies is known for making the motorcycle known as a “hog”?
a. Yamaha
b. Kawasaki
c. Honda American Classic
d. Harley-Davidson
e. BMW
(Answer: d; p. 128; Easy)
2. How would you best describe the average Harley-Davidson motorcycle owner?
a. the Hell’s Angels crowd
b. a young adult in his or her 20s
c. a teenager
d. a 46-year-old husband
e. a Generation Yer with above-average income
(Answer: d; p. 128; Moderate)
3. Research has shown that which of the following is NOT a universal Harley appeal?
a. freedom
b. dependence
c. power
d. baddest guy on the block
e. B and D
5. Most large companies research ________ buying decisions to find out what they buy, where
they buy, how and how much they buy, when they buy, and why they buy.
a. market
b. permanent
c. consumer
d. social
e. group
(Answer: c; p. 130; Easy; LO1)
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6. The starting point of understanding a consumer’s response to various marketing efforts is the
________ of a buyer’s behavior.
a. belief
b. subculture
c. postpurchase feeling
d. stimulus-response model
e. postpurchase dissonance
(Answer: d; p. 130; Challenging; LO1)
7. Which of the following is NOT a marketing stimulus considered one of the four Ps?
a. product
b. packaging
c. price
d. promotion
e. place
(Answer: b; p. 130; Easy; LO1)
8. Which of the following is NOT one of the buyer responses discussed in the text?
a. brand choice
b. product choice
c. need recognition
d. dealer choice
e. purchase amount
(Answer: c; p. 130; Challenging; LO1)
9. The marketer wants to understand how the stimuli are changed into responses inside the
consumer’s ________, which has two parts. First, the buyer’s characteristics influence how
he or she perceives and reacts to the stimuli. Second, the buyer’s decision process itself
affects the buyer’s behavior.
a. culture
b. black box
c. belief
d. lifestyle
e. social class
(Answer: b; p. 130; Moderate; LO1)
10. Many factors come together to develop a person’s wants and behavior. The most significant
of these is ________.
a. culture
b. brand personality
c. cognitive dissonance
d. new product
e. selective perception
(Answer: a; p. 131; Moderate; LO2)
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11. It is very important to marketers to discover new products that might be wanted as a result of
________.
a. lifestyles
b. cultural shifts
c. groups
d. dissonance
e. attitudes
(Answer: b; p. 131; Challenging; LO2)
12. ________ are defined as smaller cultural groups of people with shared value systems based
on common life experiences and situations.
a. Alternative evaluations
b. Cognitive dissonances
c. Subcultures
d. Motives
e. Attitudes
(Answer: c; p. 131; Moderate; LO2) {AACSB: Diversity}
13. Four important subcultures mentioned by the author include all EXCEPT ________.
a. Hispanics
b. African Americans
c. mature consumers
d. opinion leaders
e. Asian Americans
(Answer: d; p. 131; Easy; LO2) {AACSB: Diversity}
15. This subcultural group tends to buy more branded, higher-quality products. They are very
brand loyal, and they favor companies who show special interest in them.
a. Hispanic
b. African American
c. Asian
d. mature
e. gay and lesbian
(Answer: a; p. 132; Challenging; LO2) {AACSB: Diversity}
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16. Although more price-conscious than other segments, ________ consumers are also strongly
motivated by quality and selection. They place more importance on brand names, are more
brand loyal, and do more “shopping around.”
a. Hispanic
b. African American
c. mature
d. Asian
e. Baby Boomer
(Answer: b; p. 132; Challenging; LO2) {AACSB: Diversity}
17. Per capita, ________ consumers spend twice as much as ________ consumers for online
services.
a. African American; Asian
b. African American; white
c. African American; Asian
d. white; African American
e. mature; African American
(Answer: b; p. 132; Challenging; LO2) {AACSB: Diversity}
18. ________, the fastest-growing U.S. demographic segment, now number more than 41
million.
a. African American
b. Hispanics
c. Asian Americans
d. Mature consumers
e. Gays and lesbians
(Answer: b; p. 131; Challenging; LO2) {AACSB: Diversity}
19. ________ are becoming a very attractive market: they are the ideal market for exotic travel,
restaurants, high-tech home entertainment products, leisure goods and services, and designer
furniture and fashions.
a. Hispanics
b. Asian Americans
c. Mature consumers
d. African Americans
e. Teenagers
(Answer: c; p. 133; Moderate; LO2) {AACSB: Diversity}
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21. ________ are society’s relatively permanent and ordered divisions whose members share
similar values, interests, and behaviors.
a. Social classes
b. Purchase decisions
c. Perceptions
d. Attitudes
e. Lifestyles
(Answer: a; p. 134; Easy; LO2)
23. ________ are ones to which the individual wishes to belong, as when a teenage basketball
player hopes to play someday for the Los Angeles Lakers.
a. Membership groups
b. Aspirational groups
c. Reference groups
d. Leisure groups
e. Social class groups
(Answer: c; p. 135; Easy; LO2)
24. ________ are people within a reference group who, because of special skills, knowledge,
personality, or other characteristics, exert influence on others.
a. Opinion leaders
b. Habitual buyers
c. Charismatic personalities
d. Perceptionists
e. Wild ducks
(Answer: a; p. 135; Easy; LO2)
25. A new trend in marketing is the use of opinion leaders to seek out trendsetters and subtly
push them into talking up a specific brand to their friends and admirers. The term for this is
________ marketing.
a. family
b. buzz
c. personality
d. opinion
e. relationship
(Answer: b; p. 135; Easy; LO2){AACSB: Communication}
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26. The ________ is the most important consumer buying organization in society.
a. family
b. social class
c. opinion leader
d. information search
e. reference group
(Answer: a; p. 138; Easy; LO2)
27. A ________ consists of the activities people are expected to perform according to the persons
around them.
a. motive
b. role
c. lifestyle
d. perception
e. tradition
(Answer: b; p. 139; Easy; LO2)
28. People often buy the kind of clothing that shows their ________ in society.
a. attitude
b. status
c. learning
d. motive
e. lifestyle
(Answer: b; p. 139; Easy; LO2)
29. A buyer’s decisions are influenced by personal characteristics such as all of the following
EXCEPT ________.
a. the buyer’s occupation
b. the buyer’s age
c. the buyer’s life-cycle stage
d. the buyer’s economic situation
e. the buyer’s age at retirement
(Answer: e; p. 139; Moderate; LO2)
30. People change the goods and services they buy over time because of two important factors.
They are ________.
a. belief and attitude
b. perception and personality
c. age and life-cycle stage
d. groups and learning
e. family and tradition
(Answer: c; p. 139; Moderate; LO2)
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Chapter 5: Consumer Markets and Consumer Buyer Behavior
33. Several research firms have developed lifestyle classifications. The most widely used is the
________.
a. VALS
b. AIO
c. CIA
d. B2B
e. R2D2
(Answer: a; p. 140; Easy; LO2)
34. ________ are people with so many resources and a high amount of innovation who are
primarily motivated by ideals.
a. Habitual buyers
b. Thinkers
c. Brand personalities
d. Subcultures
e. Reference groups
(Answer: b; p. 140; Moderate; LO2)
35. ________ refers to the unique psychological characteristics that lead to relatively consistent
and lasting responses to one’s own environment. It is usually described in traits such as self-
confidence, dominance, sociability, autonomy, defensiveness, adaptability, and
aggressiveness.
a. Alternative evaluations
b. Belief
c. Culture
d. Personality
e. Self-awareness
(Answer: d; p. 141; Moderate; LO2)
36. What is the term that means a specific mix of human traits that may attribute to a particular
brand such as MTV and excitement or CNN and competent?
a. information search
b. social class
c. brand personality
d. new product
e. brand equity
(Answer: c; p. 141; Easy; LO2)
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37. A person’s buying choices are further influenced by four major psychological factors. Which
is NOT one of these factors?
a. motivation
b. perception
c. habitual buying behavior
d. learning
e. none of the above
(Answer: c; p. 142; Moderate; LO2)
38. A person’s ________ is a need that is sufficiently pressing to direct their actions to seek
eventual satisfaction.
a. drive
b. personality
c. culture
d. motive
e. A and D
(Answer: d; p. 142; Easy; LO2)
39. The term ________ refers to qualitative research designed to probe consumers’ hidden,
subconscious motivations.
a. social class
b. opinion leader
c. motivation research
d. need recognition
e. depth research technique
(Answer: c; p. 142; Easy; LO2)
40. Maslow’s theory is that human needs are arranged in a ________ from the most pressing at
the bottom to the least pressing at the top.
a. social class
b. culture
c. perception
d. hierarchy
e. complex
(Answer: d; p. 143; Easy; LO2)
41. Maslow’s hierarchy of human needs extends from the most pressing to the least pressing.
These five needs do NOT include ________.
a. physiological needs
b. safety needs
c. need recognition
d. self-actualization
e. social needs
(Answer: c; p. 143; Moderate; LO2)
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Chapter 5: Consumer Markets and Consumer Buyer Behavior
42. To marketers, more important than reality is ________, the process by which people select,
organize, and interpret information to form a meaningful picture of the world.
a. personality
b. perception
c. selective group
d. habitual behavior
e. assessment
(Answer: b; p. 143; Moderate; LO2)
43. People can form different perceptions of the same stimulus because of three perceptual
processes. All of the following name these processes EXCEPT ________.
a. selective attention
b. selective distortion
c. selective attitude
d. selective retention
e. none of the above
(Answer: c; p. 143; Challenging; LO2)
44. People often forget much that they learn. Through ________, the information they tend to
retain is that which supports their pre-existing attitudes and beliefs.
a. selective attention
b. selective distortion
c. selective attitude
d. selective retention
e. perceptual vigilance
(Answer: b; p. 143; Challenging; LO2)
45. ________ advertising is a discredited technique where it was once felt that consumers could
be affected by marketing messages without even knowing it.
a. Alternative evaluation
b. Subliminal
c. Complex
d. Motive
e. Comparative
(Answer: b; p. 143; Easy; LO2) {AACSB: Ethics}
47. Learning occurs through the interplay of all of the following EXCEPT ________.
a. drives
b. stimuli
c. cues
d. dissonance behavior
e. A and D
(Answer: d; p. 144; Challenging; LO2)
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48. Cues are subtle stimuli that determine where, when, and how a person responds to ________
an item.
a. purchasing
b. disposing of
c. rejecting
d. recommending
e. A and D
(Answer: a; p. 144; Challenging; LO2)
49. The practical significance of ________ for marketers is that they can build up demand for a
product by associating it with strong drives, using motivating cues and providing positive
reinforcement.
a. alternative evaluations
b. social classes
c. learning theory
d. subcultures
e. family and tradition
(Answer: c; p. 144; Challenging; LO2)
50. When a consumer has a descriptive thought about an object, that person is said to have a
________.
a. lifestyle
b. motive
c. belief
d. habitual behavior
e. stereotype
(Answer: c; p. 144; Easy; LO2)
51. ________ puts people into a frame of mind of liking or disliking things, of moving toward or
away from them.
a. Lifestyle
b. Motive
c. Habitual behavior
d. Attitude
e. Perception
(Answer: d; p. 144; Moderate; LO2)
52. A person’s attitudes fit into a pattern, and to change one attitude may require difficult
adjustments in many others. Thus, a company should ________ try to fit its products into
existing attitudes rather than attempt to change attitudes.
a. usually
b. not
c. once in a while
d. seldom
e. never
(Answer: a; p. 145; Easy; LO2)
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Chapter 5: Consumer Markets and Consumer Buyer Behavior
53. When consumers are highly involved with the purchase of an expensive self-expressive
product, they most likely will undertake ________.
a. habitual buying behavior
b. complex buying behavior
c. reflective buying behavior
d. opinion leadership
e none of the above
(Answer: b; p. 145; Moderate; LO3)
54. With habitual buying behavior, buyers are not highly committed to any brand; marketers of
low-involvement products with few brand differences often use ________ and ________
promotions to stimulate product trial.
a. belief; attitude
b. learning; attitude
c. price; sales
d. culture; learning
e. impulse buying; end-of-aisle
(Answer: c; p. 146; Challenging; LO3)
55. Which of the following typically happens with habitual buying behavior?
a. There is high consumer involvement.
b. There is strong brand loyalty.
c. Consumers search extensively for information.
d. Ad repetition creates brand conviction.
e. none of the above
(Answer: e; p. 146; Easy; LO3)
56. The buyer decision process includes all of the following EXCEPT ________.
a. need recognition
b. information search
c. variety-seeking buying behavior
d. purchase decision
e. none of the above
(Answer: c; p. 147; Challenging; LO3)
57. Internal or external stimuli begin the buyer decision process with this step.
a. need recognition
b. information search
c. evaluation of alternatives
d. purchase decision
e. separation of needs and wants
(Answer: a; p. 147; Easy; LO3)
58. There are many sources of information for consumers. These include all of the following
EXCEPT ________.
a. personal
b. commercial
c. attitude
d. public
e. B and D
(Answer: c; p. 148; Moderate; LO3)
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59. The most effective source that consumers obtain information from is ________ because it
legitimizes or evaluates products for the buyer.
a. commercial
b. public
c. experimental
d. personal
e. social
(Answer: d; p. 148; Challenging; LO3)
60. How the consumer processes information to arrive at brand choices, the step of the decision
process known as ________, is of particular importance to marketers.
a. alternative evaluation
b. opinion leaders
c. lifestyle
d. habitual buying behavior
e. post-purchase dissonance
(Answer: a; p. 148; Moderate; LO3)
61. Generally, the consumer’s purchase decision will be to buy the most preferred brand, but two
factors can come between the purchase intention and the purchase decision. What is one of
these factors?
a. postpurchase behavior
b. attitude of others
c. cognitive dissonance
d. habitual buying behavior
e. impulse buying
(Answer: b; p. 149; Challenging; LO3)
62. After the purchase of a product, consumers will be either satisfied or dissatisfied and engage
in ________.
a. habitual buying behavior
b. alternative evaluation
c. post purchase behavior
d. variety-seeking buying behavior
e. product assessment
(Answer: c; p. 149; Easy; LO3)
63. Repurchase often depends on whether or not a customer is satisfied. To fully understand
satisfaction, the marketer must understand the relationship between the consumer’s
expectations and the product’s ________.
a. perceived performance
b. brand personality
c. recognition
d. consumer market
e. service quality
(Answer: a; p. 149; Easy; LO3)
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Chapter 5: Consumer Markets and Consumer Buyer Behavior
64. Almost all major purchases result in ________, or discomfort caused by postpurchase
conflict.
a. opinion leaders
b. cognitive dissonance
c. purchase decisions
d. complex buying behavior
e. dissatisfaction
(Answer: b; p. 149; Moderate; LO3) {AACSB: Ethics}
65. All other marketing variables aside, the key to building lasing relationships with customers
lies with ________.
a. personality
b. alternative evaluations
c. need recognition
d. customer satisfaction
e. quality
(Answer: d; p. 149; Moderate; LO3)
67. How do customers learn about new products for the first time and make the initial decision to
buy them? This process is referred to as the ________.
a. new product recognition
b. adoption process
c. variety-seeking buying behavior
d. information search
e. quality assessment
(Answer: b; p. 150; Moderate; LO4)
68. Among the stages that customers go through in adopting a new product are all of the
following EXCEPT ________.
a. awareness
b. interest
c. evaluation
d. culture
e. trial
(Answer: d; p. 151; Easy; LO4)
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70. Family is one of the ________ factors that influence consumer behavior.
a. cultural
b. social
c. personal
d. psychological
e. business
(Answer: b; p. 134; Moderate; LO2)
71. All of the following are true regarding African American consumers EXCEPT which
statement?
a. They have annual buying power of $762 billion.
b. Black consumers seem to enjoy shopping more than other groups.
c. Many companies work to meet the needs of African American consumers.
d. African Americans are the most affluent U.S. segment.
e. Black consumers spend twice as much as white consumers for online services.
(Answer: d; p. 132; Challenging; LO2) {AACSB: Diversity}
72. There are many misunderstandings about social class in the United States. Of the following
statements, which is true regarding social class?
a. Social class is determined primarily by income level.
b. Lines between social classes in the United States are fixed and rigid.
c. Social classes show distinct product preferences in clothing and automobiles.
d. Wealth is more critical than education level in measuring social class.
e. People are relegated to a permanent class layer in the United States.
(Answer: c; p. 134; Challenging; LO2) {AACSB: Diversity}
74. People coming from the same subculture, social class, and occupation may have quite
different lifestyles. Lifestyles can be measured through our ________.
a. patterns of living
b. activities, interests, and opinions
c. AIOs
d. net worth
e. A, B, and C
(Answer: e; p. 140; Moderate; LO2)
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Chapter 5: Consumer Markets and Consumer Buyer Behavior
116. Now that you have read about the marketing program at Harley-Davidson, which of the
following would NOT appear on Harley-Davidson’s home page?
a. Our goal is to run production at a level that everyone who wants a Harley can get one
right away.
b. We sell a dream.
c. We give you maximum self-expression in your own space.
d. Owning this makes you a member of the Harley family.
e. Feel the independence!
(Answer: a; p. 129; Challenging)
117. A number of personal factors are important to marketers. Among these factors are all of the
following EXCEPT the buyer’s ________.
a. age and life-cycle stage
b. occupation
c. social class
d. economic situation
e. lifestyle
(Answer: c; p. 131; Easy; LO2)
118. Procter & Gamble currently markets heavily to the growing Hispanic segment. Which of
these things does P&G NOT do?
a. P&G targets a major portion of its advertising budget to Hispanics.
b. P&G distributes free samples of their products to new Hispanic mothers.
c. P&G charges less for their products in Hispanic bodegas.
d. P&G publishes their own targeted magazine, Avanzando con Tu Familia.
e. B and C
(Answer: c; p. 132; Challenging; LO2) {AACSB: Diversity}
119. What is one thing that Wal-Mart does NOT do to cater to the Asian American market in one
Seattle store?
a. Wal-Mart stocks a large selection of CDs from Asian artists.
b. Wal-Mart stocks videos from Asian artists.
c. Wal-Mart stocks Asian-favored health and beauty products.
d. Wal-Mart puts out white bows because Asians think it is a lucky color.
e. C and D
(Answer: d; p. 133; Moderate; LO2) {AACSB: Diversity}
120. Paul Deibert’s employer, a major electronics manufacture, recently overhauled its marketing
approach in order to target products and services to consumers based on their social class. Its
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new Consumer Segment Division targets four social class segments. Given the text
discussion, which of the following would NOT be one of these segments?
a. upper class
b. middle class
c. working class
d. lower class
e. working poor
(Answer: e; p. 134; Easy; LO2) {AACSB: Diversity}
121. Margaret Gorman can consider buying an expensive flat panel television if she has enough
________, savings, or borrowing power.
a. knowledge
b. personal income
c. skill
d. information
e. clout
(Answer: b; p. 141; Easy; LO2)
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122. Many marketers use a concept related to personality—a person’s self-concept. The basic self-
concept premise is that people’s possessions contribute to and reflect their identities; that is,
“we are what we have.” This leads consumers to ________.
a. buy books to support their self-images
b. use brand personalities
c. begin habitual buying behavior
d. begin variety-seeking buying behavior
e. conduct the information search
(Answer: a; p. 141; Challenging; LO2)
123. Mark had long supported President Bush’s actions. However, lately, most of the news stories
and the comments of many of his friends were highly critical of what the President had been
doing. However, Mark did not believe them and continued to support President Bush as
usual. Mark has engaged in ________.
a. selective distortion
b. selective attitude
c. selective retention
d. selective attention
e. perceptual defense
(Answer: d; p. 143; Challenging; LO3)
124. Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions
about what was important to implement in their jobs. Both used the information in different
ways, according to what each already believed was important. They have engaged in
________.
a. selective distortion
b. selective attitude
c. selective retention
d. selective attention
e. perceptual defense
(Answer: a; p. 143; Moderate; LO3)
125. If the experience is rewarding, a consumer will probably use the product more and more. The
consumer’s response to the product will be ________.
a. a learning experience
b. a belief
c. reinforced
d. a dissonance experience
e. a selective distortion
(Answer: c; p. 144; Easy; LO3)
126. George is buying his first house. He has found two houses that he thinks he likes. He is
highly involved in the purchase and perceives significant differences between these two
houses. George will likely undertake ________.
a. postpurchase behavior
b. complex buying behavior
c. opinion leadership
d. dissonance
e. marketing myopia
(Answer: b; p. 145; Challenging; LO3)
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127. For the past 10 years Bill and Margaret Kennedy have saved money to go to the Super Bowl
should their team, the Chicago Bears, ever win the NFC championship. This is the year, and
several tour companies offer attractive packages to the game. They want to be certain to
choose the best one. ________ is likely to occur.
a. Brand personality
b. Dissonance-reducing buying behavior
c. Complex buying behavior
d. Consumer market
e. A or C
(Answer: b; p. 146; Challenging; LO3)
128. Pat thought he had received a great deal on his new Martin guitar. Shortly after the purchase,
Pat started to notice certain disadvantages of his new guitar as he learned more about other
guitars available. Pat is experiencing ________.
a. post-purchase culture
b. perception
c. post-purchase dissonance
d. purchase decision
e. perceptual vigilance
(Answer: c; p. 146; Moderate; LO3)
129. ________ occurs under conditions of low consumer involvement and little significant brand
difference. Consumers have little involvement in this product category—they simply go to
the store and reach for a brand.
a. Alternative evaluation
b. Habitual buying behavior
c. Brand personality
d. Opinion leader
e. Impulse buying
(Answer: b; p. 146; Moderate; LO3)
130. Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific
brand; thus, she does a lot of brand switching. Carrie is undertaking ________.
a. dissonance buying behavior
b. complex buying behavior
c. need recognition behavior
d. variety-seeking buying behavior
e. brand preferencing
(Answer: d; p. 147; Challenging; LO3)
131. Which of the following does NOT encourage habitual buying behavior?
a. dominating shelf space
b. running frequent reminder advertising
c. keeping shelves fully stocked
d. putting out new products
e. end-of-aisle displays
(Answer: d; p. 146; Easy; LO3)
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Chapter 5: Consumer Markets and Consumer Buyer Behavior
132. If the consumer’s drive is strong and a satisfying product is near at hand, the consumer is
likely to buy it then. If not, the consumer may store the need in memory or undertake a(n)
________.
a. brand personality
b. alternative evaluation
c. postpurchase behavior
d. information search
e. dismissal
(Answer: d; p. 147; Challenging; LO3) {AACSB: Communication}
133. Attitudes toward different brands are particularly important as consumers begin the
evaluation process. Consumers develop these attitudes through various evaluation
procedures. Which of these below describes how this happens?
a. Consumers use careful calculations and logical thinking.
b. Consumers sometimes do little or no evaluating; instead, they buy on impulse and
rely on intuition.
c. Sometimes consumers turn to friends for advice.
d. Some consumers are brand-loyal.
e. All of the above.
(Answer: e; p. 148; Easy; LO2)
135. After an individual’s need for food, clothing, and shelter is filled, he or she will work to fill
________ needs.
a. physiological
b. safety
c. social
d. self-esteem
e. self-actualization
(Answer: b; p. 143; Easy; LO2)
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