Consumer Behavior – Multiple Choice Questions
1. Any individual who purchases goods and services from the market for his/her
end-use is called a
a. Customer
b. Purchaser
c. Consumer
d. All these
2. ------------ is nothing but willingness of consumers to purchase products and
services as per their taste, need and of course pocket.
a. Consumer behavior
b. Consumer interest
c. Consumer attitude
d. Consumer perception
3. ------------- is a branch which deals with the various stages a consumer goes
through before purchasing products or services for his end use.
a. Consumer behavior
b. Consumer interest
c. Consumer attitude
d. Consumer perception
4. -------------- refers to how an individual perceives a particular message
a. Consumer behavior
b. Consumer interest
c. Consumer attitude
d. Consumer interpretation
5. “----------- is the action and decisions process or people who purchase goods and
services for personal consumption.”
a. Consumer behavior
b. Consumer interest
c. Consumer attitude
d. Consumer interpretation
6. ________________ emphasize(s) that profitable marketing begins with the discovery
and understanding of consumer needs and then develops a marketing mix to satisfy
these needs.
a. The marketing concept
b. The strategic plan
c. The product influences
d. The price influences
7. ________________ is one of the most basic influences on an individual’s needs, wants,
and behaviour.
a. Brand
b. Culture
c. Product
d. Price
8. In terms of consumer behaviour; culture, social class, and reference group
influences have been related to purchase and _______________.
a. Economic situations
b. Situational influences
c. Consumption decisions
d. Physiological influences
9. Many sub-cultural barriers are decreasing because of mass communication, mass
transit, and a ___________________.
a. Decline in the influence of religious values
b. Decline in communal influences
c. Strong awareness of brands in the market
d. Strong awareness of pricing policies in the market
10. ___________ develop on the basis of wealth, skills and power.
a. Economical classes
b. Purchasing communities
c. Competitors
d. Social classes
11. _____________ (is) are transmitted through three basic organizations: the family,
religious organizations, and educational institutions; and in today’s society,
educational institutions are playing an increasingly greater role in this regard.
a. Consumer feedback
b. Marketing information systems
c. Market share estimates
d. Cultural values
12. In large nations, the population is bound to lose a lot of its homogeneity, and
thus _________________ arise.
a. Multilingual needs
b. Cultures
c. Subcultures
d. Product adaptation requirements
13. _______________ are based on such things as geographic areas, religions,
nationalities, ethnic groups, and age.
a. Multilingual needs
b. Cultures
c. Subcultures
d. Product adaptation requirements
14. Marketing managers should adapt the marketing mix to ___________________ and
constantly monitor value changes and differences in both domestic and global
markets.
a. Sales strategies
b. Marketing concepts
c. Cultural values
d. Brand images
15. _____________ has become increasingly important for developing a marketing
strategy in recent years.
a. Change in consumers’ attitudes
b. Inflation of the dollar
c. The concept and the brand
d. Age groups, such as the teen market, baby boomers, and the mature market
16. Two of the most important psychological factors that impact consumer decision-
making process are product _____________ and product involvement.
a. Marketing
b. Strategy
c. Price
d. Knowledge
17. Which of the following is the most valuable piece of information for determining
the social class of your best friend's parents?
a. The number of years schooling that they had
b. Their ethnic backgrounds
c. Their combined annual income
d. Their occupations
18. Changes in consumer values have been recognized by many business firms that
have expanded their emphasis on ____________ products.
a. Latest technology
b. Timesaving, convenience-oriented
c. Health related
d. Communication
19. Many sub cultural barriers are decreasing because of mass communication, mass
transit, and ________________.
a. The rising unemployment situation
b. An influence of political power
c. The use of new technology
d. A decline in the influence of religious values
20. Different social classes tend to have different attitudinal configurations and
_______ that influence the behaviour of individual members.
a. Personalities
b. Values
c. Finances
d. Decision makers
21. __________ is the single factor that best indicates social class.
a. Time
b. Money
c. Occupation
d. Fashion
22. In terms of consumption decisions, middle class consumers prefer to _________.
a. Buy at a market that sells at a whole sale rates
b. Buy what is popular
c. Buy only the brands which sell at affordable prices
d. Analyze the market and select the best at the lowest prices
23. _________________ refers to the buying behavior of final consumers.
a. Consumer buyer behavior
b. Target market buying
c. Market segment buying
d. Business buying behavior
24. ____________ is individuals and households who buy goods and services for
personal consumption.
a. The target market
b. A market segment
c. The consumer market
d. The ethnographic market
25. Understanding consumer buying behavior is not easy. The answers are often
locked deep within the consumer’s head. The central question for marketers is:
a. How much money is the consumer willing to spend?
b. How much does the consumer need the product being offered for sale?
c. How much does a discount or a coupon affect the purchase rate?
d. How do consumers respond to various marketing efforts the company might use?
26. The starting point in understanding how consumers respond to various
marketing efforts the company might use is the:
a. Lipinski model of buying behavior
b. Stimulus-response model of buyer behavior
c. Freudian model of buying behavior
d. Maslow’s model of life-cycle changes
27. According to the stimulus-response model of buyer behavior, the place where
consumers process marketing stimuli prior to making purchase decision is called
_______________
a. Consumer’s value chain
b. Consumer’s cognitive schema
c. Consumer’s black box
d. Consumer’s thoughts-emotions network
28. Consumer purchases are influenced strongly by cultural, social, personal, and
__________
a. Psychographic characteristics
b. Psychological characteristics
c. Psychometric characteristics
d. Supply and demand characteristics
29. ______________ is the most basic cause of a person’s wants and behaviors.
a. Culture
b. Social class
c. Personality
d. Lifestyle
30. Marketers are always trying to spot ____________ in order to discover new
products that might be wanted.
a. Opinion graphers
b. Dissonant groups
c. Cultural shifts
d. Benchmarks
31. The cultural shift toward _____________ has resulted in more demand for casual
clothing and simpler home furnishings.
a. Liberal political causes
b. Conservative political causes
c. Informality
d. Downsizing
32. A ________________ is a group of people with shared value systems based on
common life experiences and situations.
a. Culture
b. Subculture
c. Lifestyle composite
d. Social class
33. The greatest barrier to effectively marketing to the Asian American market is
thought to be
a. Reluctance to grant credit to this group
b. Language and cultural traditions
c. The urban nature of their neighborhoods
d. Lack of a mass media that reaches this group
34. Relatively permanent and ordered divisions in a society whose members share
similar values, interests, and behaviors are called __________
a. Cultures
b. Subcultures
c. Social classes
d. Social factors
35. As a form of a reference group, the _______________ are ones to which the individual
wishes to belong.
a. Secondary groups
b. Facilitative groups
c. Primary groups
d. Aspiration groups
36. The __________________ is a person within a reference group who, because of special
skills, knowledge, personality, or other characteristics, exerts influence on others.
a. Facilitator
b. Referent actor
c. Opinion leader
d. Social role player
37. Even though buying roles in the family change constantly, the ___________ has
traditionally been the main purchasing agent for the family.
a. Wife
b. Husband
c. Teenage children
d. Grandparent
38. A major reason for the changing traditional purchasing roles for families is that:
a. The economic conditions are forcing more teens to work
b. More women than ever hold jobs outside the home
c. Children are spending more time on the Web
d. Men and women now shop together or “shop until you drop” for entertainment
39. A(n) ________________ consists of the activities people are expected to perform
according to the persons around them.
a. Behavior
b. Attitude
c. Role
d. Status
40. The stages through which families might pass as they mature over time is a
description of what is called the
a. Adoption process
b. Lifestyle cycle
c. Values and Lifestyle
d. Family life cycle
41. A ______________ is a person’s pattern of living as expressed in his or her activities,
interests, and opinions.
a. Role
b. Status
c. Position
d. Lifestyle
42. ______________ is(are) a person’s unique psychological characteristics that lead to
relatively consistent and lasting responses to his or her own environment.
a. Psychographics
b. Personality
c. Demographics
d. Lifestyle
43. The basic premise of the _____________ is that people’s possessions contribute to
and reflect their identities; that is, “we are what we have.”
a. Lifestyle concept
b. Self-concept
c. Personality concept
d. Cognitive concept
44. A _____________ is a need that is sufficiently pressing to direct the person to seek
satisfaction of the need.
a. Motive
b. Want
c. Demand
d. Requirement
45. A good synonym for motive is a(n) _____________.
a. Omen
b. Need
c. Drive
d. Cue
46. The theory of motivation that views people as responding to urges that are
repressed but never fully under control was developed by ___________
a. Marshall
b. Kant
c. Freud
d. Maslow
47. According to Maslow’s Hierarchy of Needs, the lowest order of needs are called:
a. Self-actualization needs
b. Social needs
c. Safety needs
d. Physiological needs
48. According to Maslow’s Hierarchy of Needs, the highest order of needs are called:
a. Self-actualization needs
b. Social needs
c. Safety needs
d. Physiological needs
49. __________________ is the process by which people select, organize, and interpret
information to form a meaningful picture of the world.
a. Readiness
b. Selectivity
c. Perception
d. Motivation
50. People can form different perceptions of the same stimulus because of three
perceptual processes. These processes are best described as being:
a. Selective attention, selective distortion, and selective retention
b. Subliminal perception, selective remembrance, selective forgetting
c. Closure, modeling, and perceptual screening
d. Needs distortion, wants analysis, and perceptual screening
51. _______________ describes changes in an individual’s behavior arising from
experience.
a. Modeling
b. Motivation
c. Perception
d. Learning
52. A ___________ is a strong internal stimulus that calls for action.
a. Drive
b. Cue
c. Response
d. Perception
53. If a consumer describes a car as being the “most economical car on the market,”
then this descriptor is an ___________
a. Rule
b. Attitude
c. Belief
d. Cue
54. If a consumer tells friends “I like my car more than any other car on the road,”
then the consumer has expressed an _____________
a. Rule
b. Attitude
c. Belief
d. Cue
55. ___________ puts people into a frame of mind of liking or disliking things, of moving
toward or away from them.
a. A rule
b. An attitude
c. A belief
d. A cue
56. Which of the following is NOT one of the five stages of the buyer decision
process?
a. Need recognition
b. Brand identification
c. Information search
d. Purchase decision
57. According to the buyer decision process suggested in the text, the first stage is
characterized as being one of __________
a. Awareness
b. Information search
c. Need recognition
d. Demand formulation
58. The buying process can be triggered by a(n) __________ when one of the person’s
normal needs—hunger, thirst, sex—rises to a level high enough to become a drive.
a. Awareness
b. External stimuli
c. Internal stimuli
d. Experiential motivation
59. The stage in the buyer decision process in which the consumer is aroused to
search for more information is called ____________
a. Information search
b. Evaluation of alternatives
c. Search for needs
d. Perceptual search
60. The consumer can obtain information from any of several sources. If the
consumer were to obtain information from handling, examining, or using the
product, then the consumer would have obtained the information by using a(n)
__________
a. Personal source
b. Commercial source
c. Informative source
d. Experiential source
61. How the consumer processes information to arrive at brand choices occurs
during which stage of the buyer decision process?
a. Need recognition
b. Information search
c. Evaluation of alternatives
d. Purchase decision
62. 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. These two factors are best described as being:
a. The cost and availability of the product
b. The attitude of others and the cost of the product
c. The availability of the product and unexpected situational factors
d. The attitude of others and unexpected situational factors
63. With respect to post purchase behavior, the larger the gap between expectations
and performance:
a. The greater likelihood of re-purchase
b. The greater the customer’s dissatisfaction
c. The less likely the consumer will be influenced by advertising
d. The less likely the consumer will need sales confirmation and support
64. Cognitive dissonance occurs in which stage of the buyer decision process model?
a. Need recognition
b. Information search
c. Evaluation of alternatives
d. Post purchase conflict
65. A company must always guard against dissatisfying customers. On average, a
satisfied customer tells 3 people about a good purchase experience. A dissatisfied
customer, however, on average gripes to ________ people.
a. 7
b. 9
c. 11
d. 30
66. The _________________ is the mental process through which an individual passes
from first hearing about an innovation to final adoption.
a. Adoption process
b. Consumption process
c. Innovation process
d. New product development process
67. All of the following are part of the adoption process that consumers may go
through when considering an innovation EXCEPT:
a. Awareness
b. Process
c. Interest
d. Trial