CONSUMER BEHAVIOUR BUYING, HAVING, AND BEING, SEVENTH CANADIAN ED by MICHAEL G - Test Bank
Consumer Behaviour, 7e
(Solomon)
Chapter 1 An
Introduction to Consumer Behaviour
1)
In studying consumers like Gail, a college student, marketers often find it
useful to learn their interests in music or clothing, how they spend their
leisure time, and even their attitudes about social issues, to be able to
categorize consumers according to their lifestyles. This sort of information is
called:
A)
core values.
B)
psychographics.
C)
configurations.
D)
physiognomies.
Answer: B
Type:
MC Page Ref: 5
Skill: Application
Objective: L1-01 Understand that consumer behaviour is a
process.
2)
The study of the processes involved when individuals or groups select,
purchase, use, or dispose of products, services, ideas, or experiences to
satisfy needs and desires is called:
A)
market segmentation.
B)
relationship marketing.
C)
market research.
D)
consumer behaviour.
Answer: D
Type:
MC Page Ref: 3
Skill: Concept
Objective: L1-01 Understand that consumer behaviour is a
process.
3)
Tina, a supervisor of displays for Sears Canada, knows that attractive displays
can generate additional sales of particular items. From a marketer's
perspective, this is:
A)
a purchase issue.
B)
a postpurchase issue.
C)
merchandising complexity.
D)
a loss leader.
Answer: A
Type:
MC Page Ref: 3
Skill: Application
Objective: L1-01 Understand that consumer behaviour is a
process.
4)
John is the vice president of marketing for a local tour guide company. He is
concerned that his customers are not recommending his company to their friends.
For John, this problem is a:
A)
purchase issue.
B)
demographic problem.
C)
prepurchase issue.
D)
postpurchase issue.
Answer: D
Type:
MC Page Ref: 3
Skill: Application
Objective: L1-01 Understand that consumer behaviour is a
process.
5)
The expanded view of the exchange that includes the issues that influence the
consumer before, during, and after a purchase is called:
A)
the value.
B)
the strategic focus.
C)
the pre-sell strategy.
D)
the consumption process.
Answer: D
Type:
MC Page Ref: 3
Skill: Concept
Objective: L1-01 Understand that consumer behaviour is a
process.
6)
Consumer behaviour as a discipline deals mainly with what happens at the point
of purchase.
Answer: FALSE
Type:
TF Page Ref: 3
Skill: Concept
Objective: L1-01 Understand that consumer behaviour is a
process.
7)
The expanded view of consumer behaviour recognizes that the consumption process
includes issues that influence consumers before, during, and after a purchase
is made.
Answer: TRUE
Type:
TF Page Ref: 3
Skill: Concept
Objective: L1-01 Understand that consumer behaviour is a
process.
8)
List the three stages of the consumption process, indicating for each stage
some of the issues of concern to the consumer as well as to the marketer.
Answer: Pre-purchase stage:
Consumer
concerns: How does the consumer decide if a product is needed? What are the
best sources for information to learn more about alternative choices?
Marketers'
concerns: How are consumer attitudes formed or changed? What cues do consumers
use to infer which products are superior to others?
Purchase
stage:
Consumer
concerns: Is acquiring a product a stressful or pleasant experience? What does
the purchase say about the consumer?
Marketers'
concerns: How do situational factors, such as time pressure or store displays,
affect the consumer's purchase decisions?
Post-purchase
stage:
Consumer
concerns: Does the product provide pleasure or perform its intended function?
How is the product eventually disposed of, and what are the environmental
consequences of this action?
Marketers'
concerns: What determines whether a consumer will be satisfied with a product
and buy it again? Does this person tell others about his/her experience with
the product and affect their purchase decisions?
Type:
ES Page Ref: 3
Skill: Concept
Objective: L1-01 Understand that consumer behaviour is a
process.
9)
In the early stages of development, what was the field of consumer behaviour
known as? What important understanding of the exchange process does this change
in name reflect?
Answer: In its early stages of development, the field
of consumer behaviour was often referred to as buyer behaviour, reflecting
an emphasis on the interaction between consumers and producers at the time of
purchase. Marketers now recognize that consumer behaviour is an ongoing process,
not merely what happens at the moment a consumer hands over money or a credit
card and in turn receives a good or service.
A
good answer would detail the issues in the consumption process from Figure 1-1:
prepurchase, issues, purchase issues, and postpurchase issues.
Type:
ES Page Ref: 3
Skill: Concept
Objective: L1-01 Understand that consumer behaviour is a
process.
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