Chapter 6 Analyzing Consumer Markets and Buyer Behavior

True/False Questions
1. Whirlpool uses staff anthropologists to determine how exotic cultures do their laundry. False (easy) p. 111 2. Culture is the most fundamental determinant of a persons wants and behavior. True (moderate) p. 112 3. Social classes are relatively heterogeneous and enduring divisions in a society. False (difficult) p. 113 4. If you reject the values of a particular group, it is considered a dissociative group. True (moderate) p. 113 5. Religious, professional, and trade union groups are types of secondary reference groups. True (moderate) p. 113 6. Of the major factors influencing buying behavior, your family will exert the broadest and deepest influence. True (moderate) pp. 114-115 7. Family members constitute the most influential primary reference group. True (easy) pp. 114-115 8. An opinion leader is a person who offers informal advice or information about some product category. True (easy) p. 114 9. The value of the social class concept to marketers is that members of a given class tend to share similar values, interests, and behavior. True (moderate) p. 113 10. Usually people from the same subculture, social class, and/or occupation have essentially the same lifestyle. False (moderate) p. 116 11. The buyers age and occupation are considered personal factors that may affect buying decisions. True (easy) pp. 115-116 12. Because human needs are universal, status symbols are the same worldwide. False (moderate) p. 117 13. VALS 2 is designed to reveal why people believe and act as they do, specifically their consumer behavior. True (moderate) p. 116 14. The VALS 2 segment Experiencers is made up of conservative, conventional, and traditional people who favor familiar products and established brands. False (moderate) p. 116 15. Perception involves selecting, organizing, and interpreting information inputs to create a meaningful picture of the world. True (moderate) p. 118 16. Most human behavior is learned. True (easy) p. 119

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17. The buying decision process will involve the same stages regardless of whether the purchase reflects high or low involvement. False (moderate) p. 120 18. If in order to buy a computer, James visited several electronic stores, read magazine reviews, and talked to several friends, he would have exhibited high involvement in the consumer decision process. True (moderate) p. 120 19. The consumers evaluation of alternatives begins with a need, progresses through analysis of the bundle of attributes, and results in a determination of the benefits the consumer needs to meet his/her needs. False (moderate) pp. 122-123 20. Post-purchase satisfaction is a function of the consumers product expectations and the products perceived performance. True (difficult) p. 124

Multiple Choice Questions

21. Consumer behavior is a challenging field because _______________. a.) while it is easy to understand consumer behavior it is difficult to interpret it b.) consumers stated needs and wants may not reflect how they act (difficult) p. 112 c.) it is so heavily dependent on the experience and intuition of experienced marketers d.) it is often difficult to convince marketers of the value of consumer behavior studies e.) the aim of marketing is to meet and satisfy customers needs and wants 22. Which factors have the broadest and deepest influence on consumer behavior? a.) personal b.) organizational c.) social d.) cultural (moderate) p. 112 e.) psychological 23. Within the United States, Germans, Mormons, and Native Americans are all examples of: a.) social classes b.) subcultures (moderate) p. 113 c.) psychographically defined groups d.) geographically defined groups e.) cultures 24. __________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct product, brand, and media preferences. a.) Subcultures b.) Reference groups c.) Social classes (moderate) p. 113 d.) Demographic groups e.) Cultures

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25. Lee is constantly begging his mother to buy him a Razor brand scooter because the most popular kids at his school all have one. His mother contends that hell just break something if she buys him the scooter. For Lee, the most popular kids in his school are an example of a _______________. a.) subculture b.) reference group (moderate) p. 113 c.) social class d.) demographic group e.) culture 26. A(n) ________ is likely to offer informal advice and information about a product or product category. a.) primary reference group b.) aspirational reference group c.) opinion leader (moderate) p. 114 d.) brand monger e.) diversity marketing program 27. Marco worked in the U.S. Navy from 1995 until 1999. He still holds fast to the values he learned while a sailor and even has contact with some of his Navy buddies sporadically. His allegiance to the Navy affects his opinions about many facets of life. For Marco the Navy is a(n) _______________ reference group. a.) aspirational b.) secondary (moderate) p. 113 c.) dissociative d.) associative e.) primary 28. Which type of manufacturer would find reference groups to be the most useful for understanding product and brand choices? a.) automobiles (moderate) pp. 113-114 b.) wheel barrows c.) insurance d.) beer e.) clothing 29. Ones family of __________ is made up of ones parents and siblings. a.) preference b.) orientation (moderate) pp. 114-115 c.) invention d.) procreation e.) later life 30. _______________ are those groups a person hopes to join. a.) Aspirational groups (moderate) p. 113 b.) Dissociative groups c.) Membership groups d.) Family group e.) Professional groups

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31. Which of the following types of groups consists of members whose values or behavior an individual rejects? a.) aspirational groups b.) dissociative groups (moderate) p. 113 c.) membership groups d.) family group e.) professional groups 32. Which of the following is the most influential primary reference group? a.) family (moderate) pp. 114-115 b.) social class c.) friends d.) coworkers e.) celebrities 33. When a child specifically tells a parent what cereal to buy, this is an example of _______________. a.) coercive influence b.) direct influence (moderate) p. 115 c.) unheeded influence d.) indirect influence e.) undue influence 34. A person might have a role and its related status in which of the following? a.) their family b.) their church c.) their bridge club d.) all of the above (moderate) p. 115 e.) none of the above 35. The Checker Auto Parts chain is targeting consumers who depend heavily on relatives for emotional and economic support as well as for advice. Its target market has sharp sex-role divisions and tends to believe stereotypes exist. Which social class is this firm targeting? a.) upper lower b.) lower lower c.) working d.) middle e.) working class (moderate) p. 114 36. Dr. Lucinda Willis is a college professor at New Dominion College. She got her Ph.D. at Yale University and expects her children to attend the same exclusive institution as she did. She is homeoriented and believes in buying only the best for her home. Dr. Willis is also an active member of several civic organizations. Dr. Willis is probably a member of which U.S. social class? a.) upper upper b.) lower upper c.) upper middle (difficult) p. 114 d.) middle e.) cannot be determined from the information given

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37. A _______________ consists of the activities that a person is expected to perform. a.) role (moderate) p. 115 b.) value c.) culture d.) position e.) moral 38. Doug Small is married, has three kids at home between the ages of 12 and 18, and has moved up to middle management. This information tells us which stage of the __________ cycle Doug is in. a.) psychological life b.) business c.) consumer household d.) family life (moderate) p. 116 e.) socio-demographic 39. _______________ is a persons pattern of living in the world as expressed in activities, interests, and opinions. a.) Self-concept b.) Personality c.) Social class d.) Lifestyle (moderate) p. 116 e.) Demographics 40. Aarons hunting and fishing activities, his interest in military history, and his opinions about an allvolunteer army reflect his _______________. a.) self-concept b.) personality c.) social class d.) lifestyle (moderate) p. 116 e.) demographics 41. Traits like sincerity, excitement, competence, sophistication, and ruggedness are examples of what researchers have found to make up a __________. a.) brands personality (difficult) p. 117 b.) preferred consumers personality c.) timid consumers personality d.) lifestyle personality e.) variety-seeking personality 42. _______________ refers to the distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment. a.) Personality (moderate) p. 117 b.) Self-concept c.) Self-image d.) Attitude e.) Perception

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43. Monique is designing a shoe advertisement for use in a magazine. The ad will try to show how the typical wearer of these shoes would like to see herself. If his ad is successful, Monique will have targeted their _______________. a.) ideal self-concept (difficult) p. 117 b.) attitude toward life c.) actual self-concept d.) others self-concept e.) biogenic motivation 44. Which of the following needs, as identified by Abraham Maslow, could also be described as biogenic motives? a.) social and esteems needs b.) psychological and physiological needs c.) self-actualization and esteem needs d.) physiological and safety needs (moderate) p. 118 e.) social, esteem, and self-actualization needs 45. Biogenic needs arise from _______________. a.) motivational states b.) psychogenic states c.) increased intensity d.) psychological states e.) physiological states (moderate) p. 117 46. A _______________ is a need that is sufficiently pressing to drive the person to act. a.) personality b.) value c.) moral d.) motive (moderate) p. 117 e.) belief 47. On the way to work, Moe drives past at least 150 signs for businesses and hears at least 20 commercials on the radio. Yet, if you ask Moe to name a single brand or commercial he has been exposed to, he can only think of one - a humorous ad for Budweiser beer. This is an example of _______________. a.) selective attention (moderate) p. 118 b.) selective distortion c.) selective retention d.) selective memory e.) selective disposal 48. __________ refers to when a person learns to recognize differences in similar sets of stimuli and adjust responses accordingly. a.) Learning b.) Generalization c.) Discrimination (moderate) p. 119 d.) Cue formation e.) Attention

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49. According to the work of Frederick Herzberg _______________. a.) a person moves from stated instrumental motivation to terminal ones b.) people are driven by particular needs at particular times c.) polite store clerks will not necessarily be a satisfier for a consumer, but impolite ones would be a dissatisfier (difficult) p. 118 d.) a bottle of Estee Lauder perfume arouses a different set of motives in consumers than an Avon perfume e.) marketers can use laddering to determine the appropriate appeal to be used in their ads 50. The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world is called _______________. a.) impression b.) perception (moderate) p. 118 c.) cognition d.) comprehension e.) conviction 51. Aunt Beverly is a hard person to buy a gift for. Her birthday is about a week away, and she has hinted to her nephew Scott how nice a personal digital assistant (PDA) would be. Suddenly Tom starts seeing ads for PDAs in newspaper and magazines and on billboards. When he goes with his girlfriend to Staples he notices PDA displays that he cant recall ever noticing before. Tom is probably engaging in _______________. a.) selective attention (moderate) p. 118 b.) perceptual aggregation c.) selective distortion d.) selective retention e.) perceptual cuing 52. While watching The Howard Stern Show, Dante saw an ad for an upset stomach remedy. Although the ad was for Rolaids, Dante thought the ad was for his favorite brand - Tums. This is an example of _______________. a.) information overload b.) selective attention c.) perceptual aggregation d.) selective retention e.) selective distortion (moderate) p. 118 53. While watching Larry King Live, Grant noticed the show had a feature on Garlique, a food supplement that helps lower cholesterol. He has taken Garlique for the last year and is convinced it is the only reason he is able to keep his cholesterol numbers in check. The feature began with a description of how the product works and concluded with a discussion of its potential negative side effects. Grant called his brother to tell him how the feature supported his belief in how well Garlique works at lowering cholesterol. Due to _______________, Grant did not remember the negative comments about Garlique. a.) information overload b.) selective attention c.) perceptual aggregation d.) selective retention (moderate) p. 118 e.) selective distortion

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54. _______________ involves changes in an individuals behavior that arise from experience. a.) Learning (moderate) p. 119 b.) Personality c.) Attitude d.) Perception e.) Culture 55. __________ lead people to behave in a fairly consistent way toward similar objects. a.) Attitudes (easy) p. 119 b.) Opinions c.) Perceptions d.) Interests e.) Emotions 56. Because attitudes are very difficult to change, a company would be well-advised to _______________. a.) use care when trying to change peoples attitudes b.) fit its products in with existing attitudes rather than try to change peoples attitudes (moderate) pp. 119-120 c.) avoid all consumers who have negative attitudes d.) use aggressive campaigns to influence trusted opinion leaders e.) seek only consumers who are positively predisposed to its products 57. A(n) _______________ is a descriptive thought a person holds about something. a.) attitude b.) conviction c.) perception d.) opinion e.) belief (moderate) p. 119 58. While shopping for groceries, Shant asks herself, What would the children really like for dinner tonight? In this case, the childrens role in the buying decision would be as _______________. a.) initiators and influencers b.) influencers and users (moderate) p. 120 c.) deciders and influencers d.) gatekeepers, influencers, deciders, and users e.) initiators, influencers, deciders, and users 59. A(n) _______________ is a persons enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea. a.) attitude (moderate) p. 119 b.) perception c.) motive d.) culture e.) belief

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60. If your product is in a category where consumers are likely to frequently switch brands, one way to encourage consumers to choose your product and become habitual buyers over other choices would be to a.) dominate shelf space in the category and keep shelves stocked. (difficult) p. 121 b.) run frequent reminder ads and distribute more coupons. c.) lower your prices and offer free samples. d.) run ads that give reasons for switching and create deal packs. e.) all of the above will encourage habitual usage. 61. Benson believes the best way to truly escape from his humdrum life is on a sport-style motorcycle. He has almost saved enough money to buy himself one. After studying all the information he can get his hands on about motorcycles, he realizes that there are significant differences among the Yamaha R-1, Buell Thunderbolt, Honda CBR954RR, BMW R1100S, and Kawasaki Ninja 9X-ZR offerings. He makes list of the features of each, and then compares this list to his ideal list of features. After careful thought, Benson buys a Yamaha R-1. Benson has engaged in _______________ behavior. a.) dissonance-reducing buyer b.) complex-buying (moderate) p. 120 c.) need-satisfying buying d.) habitual-buying e.) variety-seeking buying 62. When shopping for ramen noodles to make for his roommates, Brandons looks at the two choicesTop Ramen and Maruchu brands. As he always does, he buys the Top Ramen. Brandon is probably engaging in _______________ behavior. a.) habitual buying (moderate) pp. 120-121 b.) dissonance-reducing buyer c.) complex buying d.) variety-seeking buying e.) need-satisfying buying 63. When shopping for picnic foods for her family to eat while they go on their Sunday drive, Aurora may buy Armour hot dogs, Pringles potato chips, Fig Newton sandwich cookies, and sometimes Hostess Ding Dongs. Aurora is probably engaged in _______________ behavior. a.) habitual buying b.) dissonance-reducing buyer c.) complex buying d.) variety-seeking buying (moderate) p. 121 e.) need-satisfying buying 64. Trying to understand a consumers behavior in connection with a product has been called mapping a a.) consumption system. b.) customer activity cycle. c.) customer scenario. d.) all of the above (moderate) p. 121 e.) none of the above

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65. The first step in the buying process is the _______________. a.) information search b.) evaluation of alternatives c.) purchase decision d.) location of alternatives e.) recognition of the need or problem (moderate) p. 122 66. Normally, the consumer receives the most information exposure about a product from _______________ sources. a.) personal b.) commercial (moderate) p. 122 c.) organizational d.) public e.) experiential 67. Rhiannon is looking to buy a new computer and has narrowed her choices down to three, an Apple iMac, a Dell, and a Gateway. Her most important attributes for the new machine are (in order of importance) price, speed, physical appearance, and compatibility. As she does a little research online, Rhiannon decides that the Gateway is the cheapest, the Dell is the fastest, and the iMac is the nicest looking. Which will she buy? a.) Shell buy the Gateway because its the cheapest. b.) You need to know how important price is over the other attributes before you can answer. c.) Shell buy the iMac, if it goes on sale for cheaper. d.) What she chooses will depend on Rhiannons mood at the time. e.) With more detail you could make a decent guess, but not predict for sure, which computer Rhiannon would end up purchasing (difficult) pp. 122-124 68. Gonzalo is considering buying a new truck. Due to budget considerations, he has eliminated all brands and models priced over $25,000. He also believes strongly in buying made in America whenever possible, so he has eliminated all foreign brands from his list. The remaining cars are part of his _______________ set. a.) total b.) consideration (moderate) p. 123 c.) choice d.) awareness e.) information 69. The sudden loss of a job, a rainstorm, an encounter with a rude sales clerk, and forgetting to go by the cash machine are all examples of __________ that can change the outcome of a consumer buying situation. a.) perceived risk b.) others attitudes c.) motivational modifications d.) unanticipated situational factors (moderate) p. 124 e.) personality changes

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70. One way of helping your customer feel more satisfied after purchasing your product is to a.) raise their expectations of the product in advance of the purchase. b.) understate performance levels in your advertising. (difficult) p. 125 c.) make sure your product falls short of expectations. d.) communicate the pros and cons of the purchase before you let them buy it. e.) lower the price to the next customer who buys.

Essay Questions
71. Bobbie is a 41-year old welder, a divorcee, and a single mother of an unemployed 19-year old son Rosco who lives at home and attends a few community college classes. They share a 1991 Ford Ranger and a 1984 Toyota Corolla, both of which have high mileage and frequently break down. Bobbies income last year was $23,000. Bobbies favorite time of the week is when she gets together with friends on Friday night to play poker. In a short essay, discuss the roles and statuses, and the personal factors that are likely to influence the consumer buying patterns of Bobbies household. Answer: Bobbie has the role of mother at home. At work, her role is as an employee. Welders have more status than unskilled workers, but less than workers in professional jobs. These roles and status indicators will probably affect the way Bobbie chooses to dress, among other consumer behaviors. Bobbies personal factors that are likely to influence her buying patterns include her age, her stage in the family life cycle, her economic circumstances, her occupation, and her lifestyle. (moderate) pp. 115-119 72. Tiffany Abdul is 16 years old. She drives a VW Cabriolet convertible. She wont be seen in public without her cell phone. She hangs around with a group of people who have formed a Blink-182 (a popular power-pop punk band) fan club. She has gone to the country club every weekend since she can remember. She likes to take tennis lessons and has even tried golfing. She is co-captain of her high schools varsity cheerleading squad. Her parents would like her to join the Honor Society (his grades are good enough), but she thinks its members are losers. Her boyfriend is a starter on the basketball team. In a short essay, identify the different types of reference groups and discuss the three ways they influence behavior. Answer: Tiffanys parents, the other cheerleaders, and the Blink-182 fan club are primary groups. The people at the country club is a secondary reference group. She sees the Honor Society group as a dissociative reference group. The boyfriends clique may be an aspirational group. Tiffanys reference groups expose her to new behaviors and lifestyles. They influence her attitude and selfconcept. And they create pressure for conformity that might affect actual product and brand choices. (moderate) pp. 113-115 73. Aubrey, Will, and Miguel were watching the Arizona Diamondbacks on television when a Dodge truck commercial came on followed shortly by one for Toyota trucks. Will is in the market for a new truck, so he paid close attention to both commercials. Aubrey saw the same commercial and wondered why anyone would want to run a shiny new truck through all that mud. If you had to drive it in the mud, then a truck was not for her. Miguel used to have a Toyota truck and decided that if his experience were any indicator, the Toyota truck truly is the mayor of Truckville. In a short essay, discuss how their responses to the TV commercials illustrate perception? p. 118 74. The information search in the buying decision process involves gathering information from a number of sources. In a short essay, name the four different sources and give examples of each source an individual would use when buying new carpeting.

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Answer: Personal sources would include family, friends, neighbors, and acquaintances. Commercial sources would include advertising, salespeople, and store displays. Public sources include publicity pieces in print and broadcast media, including the Internet, and reports by consumer-rating organizations. Experiential sources might by taking your shoes off and walking on samples at the store or feeling a friends new living room carpeting with your hands. (easy) p. 122 75. Explain how a consumer buying a car is involved in a cluster of activities, as opposed to being involved in only a single task. Answer: The act of making a decision to buy a car is itself a complex task. But consumers engaged in such a process are generally in the market for other related goods and services at the same time. For example, after deciding which car to purchase, the consumer needs to consider car insurance providers, their premiums and service levels. Most consumers finance, rather than pay for a car outright. This involves assessing different options, such as which bank, credit union, or other source to choose, as well a comparison of the interest rates they each may charge. The consumer also may be considering whether to add on accessories, either as part of the purchase or as post-purchase additions. This is referred to as an activity cluster in the text. (moderate) p. 121

Mini-Cases
Mini-Case 6-1 Sean McMillan is shopping for a new car. He is very concerned about receiving value for his money. He believes cars are transportation and should be driven until they fall apart. He does not understand how people can trade in their car for a new one every few years. This view of cars is very much part of his Scottish-Irish heritage. Seans lifestyle can be best described as comfortable, frugal, reflective, mature, and stable. He favors durability, functionality, and value in the products he buys. He must have a vehicle that is large enough to hold his two teenagers comfortably. After talking to his wife, his brother, and a few coworkers, Jim test drives a minivan but decides he likes SUVs with V-8 engines. 76. Refer to Mini-Case 6-1. Seans views about cars are an expression of the _______________ factors that affect consumer buying behavior. a.) cultural (moderate) p. 113 b.) social c.) organizational d.) personal e.) psychological 77. Refer to Mini-Case 6-1. McMillan is discussing his car purchase with his _______________ reference group. a.) aspirational b.) primary (moderate) p. 113 c.) associative d.) dissociative e.) secondary 78. Refer to Mini-Case 6-1. McMillan is exhibiting _______________ behavior.

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a.) b.) c.) d.) e.)

need-satisfying buying complex buying (moderate) p. 120 habitual buying dissonance-reducing buyer variety-seeking buying

79. Refer to Mini-Case 6-1. When looking for information, McMillan used _______________ sources. a.) primary and secondary b.) public and personal c.) commercial, public, and personal d.) experiential and public e.) personal and experiential (moderate) p. 122 80. Refer to Mini-Case 6-1. Which of the following describes Hadleys consideration set? a.) an SUV with an eight-cylinder engine that will seat at least four adults (difficult) p. 123 b.) all SUVs with 8-cylinder engines c.) all SUVsno matter what size engine they have d.) any SUV that will seat four or more e.) any SUV made by Chevrolet Mini-Case 6-2 Nate Hartman has been saving up his money for a new car, and has seen the Pontiac Aztek on the road and in ads in his favorite magazine, Vibe. The cars funky shape and weird mix of form and function are attractive to Nate. Nates father, a university provost with a Ph.D. in economic history has definite opinions about the Aztek and all Pontiacs, Just look at all that cheapo plastic molding, you can see this is a car aimed at low-class people who think lots of bumps are somehow classy - yuck!! You should consider something that is cool in a stealthier sort of way, what about a Toyota Echo, or an old, restored BMW 2002? Nate has always trusted his dads advice about cars. Dr. Hartman drives a 3-year old Volvo. Nate decides to wait a little longer, and think over the Aztek, and consider cars that his father is suggesting. He really doesnt want his father to make fun of him if he chooses unwisely.

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81. Refer to Mini-Case 6-2. Nates father sees low-class people as a group he would not like his son to be a part of. This is an example of a(n) __________ reference group. a.) aspirational b.) primary c.) secondary d.) dissociative (easy) p. 113 e.) membership 82. Refer to Mini-Case 6-2. The Hartman family is probably a member of which social class? a.) lower-lower class b.) upper-lower class c.) working class d.) upper-upper class e.) upper-middle class (moderate) p. 114 83. Refer to Mini-Case 6-2. Since Nates father has more experience and plenty of opinions and advice for his son regarding cars, he might be considered a(n) __________ to Nate in this area. a.) opinion leader (easy) p. 114 b.) charismatic leader c.) psychographic leader d.) spiritual leader e.) automobile guru 84. Refer to Mini-Case 6-2. At what stage in the consumer decision-making process is Nate at the time of the case? a.) problem recognition b.) information search (moderate) p. 122 c.) purchase moment d.) post-purchase behavior e.) pre-recognition stage 85. Refer to Mini-Case 6-2. When Nate finally makes his choice and buys another car, he will need to do something with his current transportation, a 1979 Mustang II with 181,000 miles on it. It seems like the car needs about $150 a month just to keep it on the road. Which of the following is not a way that consumers like Nate dispose of a product they no longer want? a.) lend it b.) convert it to a new purpose c.) create new space for it (moderate) p. 126 d.) sell it e.) throw it away

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