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Chapter 3: Consumer Markets and Purchasing Behavior

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Chapter 3: Consumer Markets and Purchasing Behavior

15 problems · 0 figures

Knowledge Check 3.1.1 §3.1 source ↗

You’re considering buying a widescreen TV. You’ve researched different features, looked up and reviewed models on the Internet, and even asked a few friends for their recommendations. What type of buying behavior are you exhibiting?
  1. a.
    Dissonance-reducing buying behavior
  2. b.
    Variety-seeking buying behavior
  3. c.
    Complex buying behavior
  4. d.
    Habitual buying behavior

Answer

C. Complex buying behavior
Complex buying behavior involves high involvement in the buying decision and the perception of significant differences between brands.

Knowledge Check 3.1.2 §3.1 source ↗

In the buyer’s black box, external stimuli that are planned and created by the producer and/or seller are known as ________ stimuli.
  1. a.
    economic
  2. b.
    marketing
  3. c.
    technological
  4. d.
    social

Answer

B. marketing
Marketing stimuli are those generated by the marketer and are comprised of the 4Ps of marketing—product, promotion, price, and place.

Knowledge Check 3.1.3 §3.1 source ↗

Samantha sees a TV commercial announcing that a mattress she’s been considering is on sale through the holiday weekend and makes plans to visit the store the next day in order to take advantage of the sale. In terms of the buyer’s black box, how would this TV commercial be characterized?
  1. a.
    Product choice
  2. b.
    Brand choice
  3. c.
    Social stimuli
  4. d.
    Purchase timing

Answer

D. Purchase timing
Purchase timing is the outcome of the thinking that takes place in the buyer’s black box. Samantha is stimulated to buy the mattress during the holiday weekend in order to take advantage of the sale.

Knowledge Check 3.1.4 §3.1 source ↗

You’re at the grocery store buying potato chips for a barbeque you’re having this weekend. You normally buy Lay’s potato chips, but you notice that Ruffles are on sale, so you pick up a few bags of Ruffles. What buying behavior have you displayed?
  1. a.
    Dissonance-reducing buying behavior
  2. b.
    Habitual buying behavior
  3. c.
    Variety-seeking buying behavior
  4. d.
    Complex buying behavior

Answer

B. Habitual buying behavior
Habitual buying behavior has low involvement in the purchase decision and doesn’t perceive much brand differentiation. If your regular brand isn’t available or another brand is on sale, you’ll probably buy the other brand.

Knowledge Check 3.1.5 §3.1 source ↗

The decisions and actions people undertake to buy products or services for personal use are known as ________.
  1. a.
    the consumer market
  2. b.
    the buyer’s black box
  3. c.
    consumer buying behavior
  4. d.
    complex buying behavior

Answer

C. consumer buying behavior
Consumer buying behavior encompasses the actions you take before buying a product or service.

Knowledge Check 3.2.1 §3.2 source ↗

You’re at the shopping mall looking for a new pair of shoes when you smell the wonderful aroma of freshly baked pretzels. Before you know it, you’ve bought a giant pretzel with cheese sauce. What type of factors influenced your purchase?
  1. a.
    Psychological factors
  2. b.
    Social factors
  3. c.
    Situational factors
  4. d.
    Personal factors

Answer

C. Situational factors
Situational factors influencing consumers are external factors that affect how consumers encounter and interact with a product, forming their opinions at that moment in time. Environmental factors such as aroma, lighting, music, and noise can either encourage or discourage the purchase of a product.

Knowledge Check 3.2.2 §3.2 source ↗

Traditionally, in China, the bride’s wedding gown is red because the color is associated with good luck, happiness, and prosperity. Which influence on consumer buying behavior does this illustrate?
  1. a.
    Culture
  2. b.
    Social class
  3. c.
    Lifestyle
  4. d.
    Personality

Answer

A. Culture
Culture refers to the values, ideas, and attitudes that are learned and shared among the members of a group.

Knowledge Check 3.2.3 §3.2 source ↗

Jazmine purchases a wireless alarm system for her apartment. According to Maslow’s hierarchy of needs, which level of needs does this purchase reflect?
  1. a.
    Physiological
  2. b.
    Safety/security
  3. c.
    Self-esteem
  4. d.
    Social

Answer

B. Safety/security
The safety and security level of Maslow’s hierarchy of needs reflects the need to be safe from physical and psychological harm.

Knowledge Check 3.2.4 §3.2 source ↗

The tendency of people to interpret information in a way that supports what they already believe is known as ________.
  1. a.
    cognitive dissonance
  2. b.
    selective attention
  3. c.
    selective retention
  4. d.
    selective distortion

Answer

D. selective distortion
Selective distortion is the tendency of people to interpret information in a way that fits their preconceived notions.

Knowledge Check 3.2.5 §3.2 source ↗

Attitudes are a composite of a consumer’s beliefs, feelings about, and ________ toward a product or service.
  1. a.
    predispositions
  2. b.
    behavioral intentions
  3. c.
    preconceived notions
  4. d.
    attributions

Answer

B. behavioral intentions
The behavioral intention aspect of an attitude is what you as a consumer plan to do—buy the brand or not buy the brand.

Knowledge Check 3.3.1 §3.3 source ↗

Janelle and her sister are planning a reception for their parents’ 50th wedding anniversary. They have looked at several venues, comparing size, location and accommodations, photo opportunities, and parking. What stage in the consumer decision process model does this best illustrate?
  1. a.
    Need recognition
  2. b.
    Information search
  3. c.
    Evaluation of alternatives
  4. d.
    Purchase decision

Answer

C. Evaluation of alternatives
They are evaluating the “bundle of attributes” of each venue.

Knowledge Check 3.3.2 §3.3 source ↗

Ra’Shana’s car broke down on the way to work, and she realizes that she needs to quickly find a repair shop to take care of her vehicle. Which stage of the consumer decision process model does this represent?
  1. a.
    Need recognition
  2. b.
    Information search
  3. c.
    Evaluation of alternatives
  4. d.
    Purchase decision

Answer

A. Need recognition
Ra’Shana has detected a difference between her actual state (not having a functional car) and her desired state (having a car that runs).

Knowledge Check 3.3.3 §3.3 source ↗

Jason is considering buying a new laptop computer. He is researching different models based on factors like the processor, the hard drive capacity and speed, RAM, operating system, and price. He has also asked a few friends what they like and dislike about their laptops. Which stage of the consumer decision process model does this illustrate?
  1. a.
    Problem identification
  2. b.
    Evaluation of alternatives
  3. c.
    Information search
  4. d.
    Post-purchase evaluation

Answer

C. Information search
Having identified that he needs a new laptop, Jason is searching for more information about different laptops and their capabilities.

Knowledge Check 3.3.4 §3.3 source ↗

What is a heuristic?
  1. a.
    It is the mental conflict that occurs when a person’s behaviors and beliefs do not align.
  2. b.
    It is a mental shortcut that allows people to solve problems and make judgments more quickly and efficiently.
  3. c.
    It is a function of the closeness between your expectations of a product or service and its actual performance.
  4. d.
    It is the process of assigning the cause of behavior to either internal or external characteristics.

Answer

B. It is a mental shortcut that allows people to solve problems and make judgments more quickly and efficiently.
Heuristics are types of preexisting value judgments that are used when people make purchase decisions.

Knowledge Check 3.3.5 §3.3 source ↗

Nathan and his husband have decided to purchase a new car. They have narrowed their list to a few models and visited a few dealerships to see the models and test-drive them. Which stage of the consumer decision process does this illustrate?
  1. a.
    Need recognition
  2. b.
    Information search
  3. c.
    Evaluation of alternatives
  4. d.
    Purchase decision

Answer

C. Evaluation of alternatives
It appears that Nathan and his husband have already done an information search and are now evaluating their new car alternatives.

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Problems and answers are adapted from Principles of Marketing by Maria Gomez Albrecht, Mark Green and Linda Hoffman, OpenStax, and are used under the CC BY-NC-SA 4.0 licence. Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction. Illustrations: Copyright Rice University, OpenStax, under CC BY-NC-SA 4.0 license. This adaptation is released under the same licence, is non-commercial, and is neither affiliated with nor endorsed by OpenStax or Rice University.