Chapter 3 Flashcards
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What is consumer behaviour primarily about?
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How marketing professionals create advertisements.
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Why people buy the things they do and how they make buying decisions.
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The environmental impact of consumerism.
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The history of marketing strategies.
Why people buy the things they do and how they make buying decisions.
Which of the following factors does NOT directly influence consumer behaviour?
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Marketing actions such as sales and coupons.
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Environmental factors like the economy.
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Personal and psychological factors.
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The colour of the packaging.
The colour of the packaging.
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What is the term for the physical aspects of a store that firms try to control to influence consumer behaviour?
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Atmospherics
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Physical factors.
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Economic situation.
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Social situation.
Atmospherics
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According to Maslow’s hierarchy of needs, which needs must be fulfilled first?
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Social needs.
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Esteem needs.
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Self-actualisation needs.
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Physiological needs.
Physiological needs.
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What is perception in the context of consumer behaviour?
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A consumer’s income level.
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How consumers interpret the world around them.
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The design of a store layout.
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A type of advertising technique.
How consumers interpret the world around them.
What is selective attention?
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Remembering only positive information about a product.
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Filtering out information based on its relevance to you.
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Paying attention to celebrity endorsements.
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Ignoring all advertisements.
Filtering out information based on its relevance to you.
What is operant conditioning?
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Learning through observation.
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Learning through reading reviews.
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A type of behaviour that’s repeated when it’s rewarded.
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A method of subliminal advertising.
A type of behaviour that’s repeated when it’s rewarded.
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What is a key difference between low-involvement and high-involvement purchasing decisions?
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Low-involvement decisions always require more research.
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High-involvement decisions are always impulse buys.
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High-involvement decisions usually involve higher risks and prices for the buyer.
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Low-involvement decisions never involve brand loyalty.
High-involvement decisions usually involve higher risks and prices for the buyer.
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What is extended problem solving?
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Making a quick decision based on brand recognition.
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Gathering a significant amount of information before making a purchasing decision.
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Relying solely on recommendations from friends.
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Purchasing the cheapest available product to solve a problem
Gathering a significant amount of information before making a purchasing decision.
0.
What are heuristics?
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Mental shortcuts or “rules of thumb” used in decision-making.
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Detailed product specifications.
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Evaluative criteria
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In-depth product reviews.
Mental shortcuts or “rules of thumb” used in decision-making.
In the context of the consumer purchasing process, what are evaluative criteria?
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Characteristics of products that consumers consider when making buying decisions.
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Advertising slogans used to promote products.
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The number of stores where a product is available.
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The overall design of the product packaging.
Characteristics of products that consumers consider when making buying decisions.
What is the customer’s journey?
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A way of thinking about the buying process that focuses on the customer’s experience and emotions at each stage.
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A map of all the retail locations where a product is sold.
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The route a product takes from the manufacturer to the consumer.
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A detailed financial analysis of the costs associated with a purchase.
A way of thinking about the buying process that focuses on the customer’s experience and emotions at each stage.
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How can marketers use the concept of lifestyle to understand consumer behaviour?
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By understanding consumers’ activities, interests, and opinions to target them more effectively.
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By focusing solely on demographic data such as age and income.
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By ignoring personal factors and focusing on situational factors.
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By promoting products that appeal to all cultures and subcultures equally.
By understanding consumers’ activities, interests, and opinions to target them more effectively.
What is the primary goal of developing customer journey maps?
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To shorten the sales cycle as much as possible.
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To create a visually appealing representation of the buying process.
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To identify pain points and improve the customer experience throughout the purchasing process.
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To track the demographic information of potential customers.
To identify pain points and improve the customer experience throughout the purchasing process.
A marketing manager observes that customers in urban areas prefer ready-to-eat meals, while those in rural areas favour home-cooked meals. This observation relates to which type of segmentation?
2.
a) Demographic
3.
b) Geographic
4.
c) Psychographic
5.
d) Behavioural
b) Geographic
A car manufacturer is targeting customers who value environmental sustainability and fuel efficiency. Which psychographic segment from the VALS framework would be most suitable for this manufacturer?
7.
a) Strivers
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b) Experiencers
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c) Thinkers
10.
d) Achievers
c) Thinkers
A company notices a drop in sales after a competitor launches a similar product at a lower price. To understand if the drop in sales is a direct consequence of the competitor’s pricing strategy or due to seasonal variations, the company needs to understand:
12.
a) Fidelity
13.
b) Causality
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c) Managerial control
15.
d) Statistical control
b) Causality
A consumer is purchasing a pack of chewing gum at a grocery store. This purchase is most likely a result of:
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a) High-involvement decision making
18.
b) Limited problem solving
19.
c) Extended problem solving
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d) Routine response behaviour
d) Routine response behaviour
2
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A company wants to understand how consumers perceive their brand relative to competitors. Which tool would be most useful for visually representing this information?
22.
a) SWOT analysis
23.
b) Perceptual map
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c) Marketing audit
25.
d) Customer journey map
b) Perceptual map
A consumer is torn between buying an eco-friendly product and a cheaper, less environmentally friendly alternative. This conflict illustrates the influence of what on consumer behaviour?
27.
a) Personality
28.
b) Attitudes
29.
c) Self-concept
30.
d) Lifestyle
b) Attitudes
A retailer wants to create a comfortable and inviting shopping environment to positively influence consumers’ moods. This strategy involves managing which situational factor?
32.
a) Social situation
33.
b) Time
34.
c) Atmospherics
35.
d) Reason for purchase
Atmospherics
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A business is trying to determine the ideal price point for a new product. They decide to test different price levels in different markets and measure the resulting sales. This is an example of what kind of research design?
37.
a) Descriptive
38.
b) Exploratory
39.
c) Causal
40.
d) Qualitative
c) Causal
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A company that sells luxury watches uses advertisements featuring celebrities to appeal to consumers’
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a) Chronological age
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b) Cognitive age
44.
c) Ideal self
45.
d) Lifestyle
c) Ideal self
When marketing a product in a foreign country, a company uses back translation to ensure that the survey questions are properly understood, which involves:
47.
a) Adapting the product to the local culture
48.
b) Using visual images instead of text
49.
c) Translating the survey into the foreign language and then back to the original language
50.
d) Conducting face-to-face interviews with local consumers
c) Translating the survey into the foreign language and then back to the original language
5
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A consumer is influenced to buy a product because of a recommendation from a trusted blogger. This is an example of the influence of
52.
a) Social Class
53.
b) Subculture
54.
c) Opinion Leaders
55.
d) Family
c) Opinion Leaders
A company adds a game-like component to its mobile app to encourage frequent use and engagement. This strategy is an example of:
57.
a) Shock advertising
58.
b) Subliminal advertising
59.
c) Gamification
60.
d) Operant conditioning
c) Gamification
A company analyses social media posts to understand consumer sentiment towards its brand. This is an example of:
62.
a) Survey
63.
b) Focus Group
64.
c) Experiment
65.
d) Data Collection
d) Data Collection
A consumer is looking for a new laptop. They compare different brands and models based on features, price, and reviews before making a decision. This is an example of:
67.
a) Impulse Buying
68.
b) Routine Response Behaviour
69.
c) Limited Problem Solving
70.
d) Extended Problem Solving
d) Extended Problem Solving
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A company is trying to enter a foreign market, but is not sure if their product will be well-received. They start by interviewing potential customers to gather their opinion. What kind of research is this company conducting
72.
a) Casual Research Design
73.
b) Descriptive Research Design
74.
c) Exploratory Research Design
75.
d) Survey
c) Exploratory Research Design
