________ is the fundamental determinant of a person’s wants and behavior.
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MKT501 Marketing Management Solved MCQs Analyzing Consumer Markets Chapter 6: Analyzing Consumer Markets
a.Culture b.Subculture c.Social class d.The family e.A group 8. Social classes show distinct product and brand preferences in all the following areas EXCEPT ________. a.clothing b.home furnishings c.leisure activities d.automobiles e.fast food 9.A person’s ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior. a.culture b.subculture c.psychographics d.reference groups e.demographics 10.A(n) ________ group is one whose values or behavior an individual rejects. a.aspirational b.disassociative c.membership d.primary e.procreational 11.If a direct mail marketer wished to direct promotional efforts toward the family of ________, efforts need to be directed toward parents and siblings of the family members. a.orientation b.procreation c.immediacy d.intimacy e.reference 12.Expected to account for a quarter of the U.S. population by 2050, ________ are the fastest growing minority. a.African Americans b.Asian Americans c.Hispanic Americans d.European Americans e.Arabic Americans 13. The dominant cohort, with respect to families, for the next fifty years may very well be the ________ cohort. a.married-couple household b.single adults c.single seniors d.married seniors e.married-couples with parents living with them 14.Husbands and wives display different decision-making roles in most families. The trend for dominant decision making in families is for ________ to be responsible for most of the decisions. a.the husband b.the wife c.joint decision making (both husband and wife) d.holistic decision making e.child-oriented decision making 15.The Disney Channel has become the company’s cash cow for its ability to reach the underserved ________ market—8- to 14-year-olds. a.teen b.twixt c.mid- d.tween e.young adult 16. People choose products that reflect and communicate their role and actual or desired ________ in society. a.group b.status c.attitudes d.beliefs e.feelings 17. Consumption may be shaped by ________ (such as marriage, childbirth, or divorce). a.the psychological life cycle b.the product life cycle c.the life/death life cycle d.post-puberty cycles e.critical life events or transitions 18.Product choice is greatly affected by economic circumstances. All of the following would be among those circumstances EXCEPT ________. a.spendable income b.savings and assets c.debts d.occupation e.borrowing power 19. ________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli. a.Image b.Personality c.Beliefs d.Heredity e.Culture 20.When the Marlboro Man was depicted in advertising as a rugged outdoor, tough cowboy type, this was done to establish what is called a ________. a.trademark b.brand name c.brand personality d.psychological approach to advertising e.brand reference 21. ________ portrays the “whole person” interacting with his or her environment. a.Attitude b.Reference group c.Lifestyle d.Culture e.Subculture 22. Consumers today are experiencing a time famine because of their busy lifestyles. One way to avoid the difficulties of time famine, which is of particular interest to marketers, is ________. a.to set fewer goals b.to multitask c.to give in to personal burdens d.to report frustration to management e.to develop a callous attitude toward marketers 23.With respect to understanding consumer behavior, there are four key psychological processes. All of the following would be among those processes EXCEPT ________. a.motivation b.perception c.learning d.self-reliance e.memory 24.A ________ when it is aroused to a sufficient level of intensity. a.need becomes a motive b.motive becomes a need c.desire becomes a reality d.unfulfilled demand becomes a crisis e.personal demand exceeds the ability to rationally reject 25. ________ assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own motivations. a.Abraham Maslow b.Frederick Herzberg c.Sigmund Freud d.John Cacioppo e.Karl Marx 26.Frederick Herzberg developed a ________ that distinguishes dissatisfiers and satisfiers. a.trait-role theory b.psychological constraint theory c.probability scale d.leadership model e.two-factor theory 27. At the top of Maslow’s hierarchy of needs (shown as a pyramid in the text) are ________ needs. a.esteem b.self-actualization c.social d.safety e.physiological 28. It has been estimated that the average person is exposed to over ________ ads or brand communications a day. a.1,500 b.1,300 c.1,000 d.800 e.500 29. ________ is the tendency to interpret information in a way that will fit our preconceptions. a.Selective retention b.Cognitive dissonance c.Selective distortion d.Subliminal perception e.Discrimination 30. A cigarette ad has a picture of a young man laying on his back and dreamily looking at clouds in the sky. Though not readily obvious to the casual reader, there is a message in the clouds that says “r-e-l-a-x.” This would be an example of which of the following? a.Selective distortion b.Cognitive dissonance c.Selective retention d.Subliminal perception e.Short-term memory 31.A ________ is a strong internal stimulus impelling action. a.cue b.drive c.reinforcement d.discrimination e.belief 32.________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement a.Demand theory b.Learning theory c.Economic theory d.Psychological theory e.Demographic theory 33. As Rita scans the yellow pages section of her phone book looking for a florist, she sees several others products and services advertised. Though interesting on first glance, she quickly returns to her primary task of finding a florist. The items that distracted her from her search were most likely stored in which of the following types of memory? a.Short-term memory b.Long-term memory c.Middle memory d.Subconscious memory e.Subliminal memory 34. Brand associations consist of all the brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand ________. a.stimulus b.link c.connection d.personality e.node 35. In general, the more attention placed on the meaning of information during ________, the stronger the resulting associations in memory will be. a.encoding b.decoding c.classification d.retrieval e.memorization 36. Repeated exposures to information provide greater opportunity for processing and thus the potential for ________. a.more profits b.more sales c.stronger associations d.increased brand personality e.more one-to-one relationships 37. Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly. a.very limited b.somewhat limited c.fluid d.often reflective e.extremely durable 38. The five-stage model of the consumer buying process includes all of the following stages EXCEPT ________. a.problem recognition b.information search c.social interaction d.purchase decision e.influencer 39. The buying process starts when the buyer recognizes a _________. a. product b. an advertisement for the product c. a salesperson from a previous visit d. problem or need e. an internal cue 40.Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service? a.Heightened attention b.Short-term memory processing c.Subliminal processing of information d.Long-term memory processing e.Active information search 41.Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following would be considered to be an experiential information source? a.Consumer-rating organizations. b.The mass media. c.Acquaintances. d.Web sites. e.Using the product itself. 42.Which of the following is considered to be biggest single source of consumer information from a commercial source (over 40 percent of car buyers use this source to gather information)? a.The U.S. Chamber of Commerce b.J.D. Power & Associates c.Consumer Reports d.The Better Business Bureau e.Underwriter’s Laboratory 43.Brands that meet consumers’ initial buying criteria are called the ________. a.total set b.awareness set c.consideration set d.choice set e.decision set 44.With respect to consumer decision making, the ________ is the set of strong contenders from which one will be chosen as a supplier of a good or service. a.total set b.awareness set c.consideration set d.choice set e.decision set 45.A(n) ________ is a descriptive thought that a person holds about something. a.attitude b.belief c.desire d.feeling e.emotion 46.A(n) ________ puts people into a frame of mind: liking or disliking an object, moving toward or away from it. a.attitude b.belief c.feeling d.position e.stance 47.The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________. a.needs b.wants c.desires d.brand beliefs e.consuming attitudes 48.All of the following would be considered to be strategies for approaching consumers who had rejected your company’s model of a product for another competitive brand EXCEPT ________. a.redesign your company’s product b.alter beliefs about your company’s brand c.covertly alter the qualitative data about your product d.alter beliefs about competitors’ brands e.call attention to neglected attributes 49.Customer value analysis reveals the company’s strengths and weaknesses relative to various competitors. Which of the following would be considered to be the first step in this process? a.Monitor customer values over time. b.Assess the quantitative importance of the different attributes. c.Assess the company and competitors’ performances on customer values. d.Identify the major attributes customers value. e.Examine customer ratings of the company and competitors. 50.With respect to consumer purchase intention, all of the following would be among the sub-decisions made by consumers EXCEPT ________. a.emotional value b.brand c.dealer d.timing e.payment method See Also Which one of the following important social factors influence consumer behaviour mcq?Psychological (motivation, perception, learning, beliefs and attitudes) Personal (age and life-cycle stage, occupation, economic circumstances, lifestyle, personality and self concept)
What exerts the broadest and deepest influence on buying behavior?One of the most important factors that influence the consumer behavior is cultural factor. It is the broadest environmental factor that influences consumer behavior.
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