17136C Understanging Buyers Ch.03 Consumer decision- making process Section A:True or False

1.By understanding the influences on decision making and the steps that consumers go through when making decisions, marketers are better able to influence consumer behaviour. Answer: Tpage 57 2.A decision is the choice between alternatives that can potentially solve a problem. Answer: Tpage 58 3.All decisions require the same amount of involvement. Answer: Fpage 58 4.A need has to be something that is necessary for the continuation of life, for example food and water. Answer: Fpage 59 5.Marketing communication strategies are increasingly having to not only focus on ensuring their message is understood, but cutting through the clutter to get their message noticed. Answer: Tpage 62

6.When consumers visit a few stores to find a brand product, but settle for another brand which is similar and just as good at a slightly cheaper price, they have made a limited search decision. Answer: Tpage 67 7.Consumers seek a balance between their desired state and actual state because the desired state is always too expensive. Answer: Fpage 69 8.Involvement can be described as the amount of physical and mental effort and search a consumer puts into a decision, based on the importance of the decision. Answer: Tpage 71 9.In the evaluation stage of the consumer decision-making model, marketers want consumers to see differences and distinct benefits in their products. Answer: Tpage The customer focus of relationship marketing is to make sure that the customer feels really important. Answer: Fpage 81

17136C Understanging Buyers Ch.03 Consumer decision- making process Section B:Multiple Choice

Question 1 According to the text, consumers make decisions: a) To solve problems b) To make life easier c) Because they have to d) Because they like to be in control Answer: Apage 58 Question 2 In consumer behaviour terms, a decision is: a) Making up your mind b) A choice that cannot be changed c) The choice between alternatives that can potentially solve a problem d) Not to be taken seriously Answer: Cpage 58

Question 3 In consumer behaviour, decisions: a) All require the same level of thought b) Require different levels of involvement c) Always require a lot of involvement d) Don’t require much involvement Answer: Bpage 58 Question 4 In consumer behaviour terms, a problem is: a) Something that must be solved b) The difference between current state and desired state c) The same as a decision d) Something that is wrong Answer: Bpage 59

Question 5 In consumer behaviour terms, a need is: a) Necessary for life e.g. food and water b) Something we must have c) A feeling that something is missing d) Can only be for something physical Answer: Cpage 59 Question 6 Needs are classified as: a) Utilitarian and functional b) Functional and hedonic c) Hedonic and frivolous d) Hedonic and utilitarian Answer: Dpage 60

Question 7 When the main advertising message is about what the product or service does, it is directed at which type of need? a) Utilitarian b) Functional c) Hedonic d) Basic Answer: Apage 60 Question 8 When the main advertising message is about how the product or service will make you feel, it directed at which type of need? a) Utilitarian b) Functional c) Hedonic d) Basic Answer: Cpage 61

Question 9 The advertising message, ‘Clears your pimples and gives you more confidence’ is directed at which type(s) of needs? a) Utilitarian b) Functional and basic c) Hedonic d) Utilitarian and hedonic Answer: Dpage 61 Question 10 The increasing choice available in most product categories leads to: a) A lot of fun for consumers who like to try different things b) Frustration for consumers in their attempts to make a choice c) Brand loyalty d) Lack of brand loyalty Answer: Bpage 61

Question 11 FMCG stands for: a) Fast moving consumer goods b) Floors, materials, couches and grates c) Floor manager, consumer goods d) Fancy made consumer goods Answer: Apage 61 Question 12 FMCGs are mainly found in: a) Department stores b) All shops c) Supermarkets d) Boutiques Answer: Cpage 61

Question 13 Consumer durables are products that: a) Have been around a long time, e.g. Vegemite b) Are infrequently bought because they are not needed often, e.g. special gifts c) Are infrequently bought because they last a long time, e.g. washing machines d) Include anything that a consumer might consume slowly, e.g. cough lozenges Answer: Cpage 61 Question 14 As problem solvers, consumers: a) Buy benefits, not features b) Buy features, not benefits c) Are easily persuaded by attractive advertising d) Focus on the lowest price offering Answer: Apage 67

Question 15 Extended search decisions are most likely when choosing: a) Shoes b) Fashion c) A restaurant d) A new car Answer: Dpage 67 Question 16 Limited search decisions mean the consumer will: a) Take the first brand offered b) Be willing to accept a substitute if their first choice is unavailable c) Won’t go out of their way to find something d) Will only go to one retail outlet, because they can’t be bothered to go anywhere else Answer: Bpage 67

Question 17 Routine decisions are made: a) Are often the hardest to influence b) Are totally brand loyal c) Made going to and from work d) Don’t exist Answer: Apage 67 Question 18 Needs: a) Are always recognised by consumers b) Must be activated before being recognised c) Are indicated by a great sense of something missing d) Are things that are essential for life Answer: Bpage 68

Question 19 Consumers seek a balance between the desired and actual state because: a) They don’t like conflict b) The desired state is never attainable c) The desired state doesn’t exist d) The desired state may not be attainable Answer: Dpage 69 Question 20 When consumers recognise a need for food: a) They will solve it (eat something) only if the need is strong enough b) They ignore it if they are on a diet c) They will always solve it by eating something d) They will only solve it if the specific food they want is available Answer: Apage 69

Question 21 In consumer behaviour terms, involvement is: a) Two people forming a romantic relationship b) Participating in a group activity c) The amount of physical and mental effort and search a consumer puts into a decision d) The contribution a consumer makes to influencing other people’s purchase decisions Answer: Cpage 71 Question 22 ‘Market mavens’ is a term used to describe: a) People who actively seek information on a particular subject b) People who make trouble in the market place c) People who like to be different d) People who don’t put much effort into finding information Answer: Apage 74

Question 23 Critical attributes for a product or service are: a) The same for all consumers b) The features which make the product or service work c) Usually the most expensive parts d) The features consumers perceive as most important Answer: Dpage 76 Question 24 Compensatory evaluation: a) Requires greater involvement than non-compensatory involvement b) Requires less involvement than non-compensatory involvement c) Requires the same involvement than non-compensatory involvement d) Is more likely to be used when the purchase is more hedonic Answer: Apage 77

Question 25 The Internet: a) Is used by all consumers in the same way b) Has become the primary information source of anyone under the age of 21 c) Does not really contribute to customer relationship building d) Is overcoming consumer uncertainty Answer: Cpage 84