Multiple Choice Questions
Q.1. Which of the following would be the best illustration of a subculture?
A) a religion
B) a group of close friends
C) your university
D) a fraternity or sorority
Ans: A
Q.2. The relatively homogeneous and enduring divisions in a society, which are hierarchically
ordered and whose members share similar values, interests, and behavior constitute
________.
A) a culture
B) a subculture
C) a social class
D) a family
Ans: A
Q.3. 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) subculture
B) family
C) social class
D) reference groups
Ans: D
Q.4. Social classes differ in media preferences, with upper-class consumers often preferring
________ and lower-class consumers often preferring television.
A) movies
B) radio
C) video or computer games
D) magazines and books
Ans: D
,Q.5. The family in a buyers life consisting of parents and siblings is the ________.
A) family of procreation
B) family of influence
C) family of efficiency
D) family of orientation
Ans: D
Q.6. Purchasing family when Gary was a high school student, he enjoyed rock music and
regularly purchased hip clothing sported by his favorite rock band. However, five years
later, when Gary became an accountant, his preference shifted toward formal clothing.
Which of the following personal characteristics is likely to have had the most influence on
Gary's preferences during his high school days?
A) education
B) age
C) income
D) gender
Ans: B
Q.7. Marriage, childbirth, and divorce constitute the ________ that shape the consumption
pattern of individuals.
A) psychological life cycle
B) product life cycle
C) social status
D) critical life events
Ans: D
Q.8. Identify an economic circumstance that can greatly affect any product or brand choice.
A) retirement
B) values
C) lifestyle
D) borrowing power
Ans: D
, Q.9. ________ refers to a set of distinguishing human psychological traits that lead to
relatively consistent and enduring responses to environmental stimuli.
A) Image
B) Personality
C) Psychological transformation
D) Lifestyle
Ans: B
Q.10.Consumers often choose and use brands that have a brand personality consistent with
how they see themselves, also known as the ________
A) actual self-concept
B) ideal self-concept
C) others' self-concept
D) prohibitive self-concept
ANS: A
Q.11.________ portrays the "whole person" interacting with his or her environment.
A) Attitude
B) Personality
C) Lifestyle
D) Self-concept
ANS: C
Q.12.Marketers who target consumers on the basis of their ________ believe that they can
influence purchase behavior by appealing to people's inner selves.
A) core values
B) sophistication
C) money constrain
D) social class
ANS: A
Q.1. Which of the following would be the best illustration of a subculture?
A) a religion
B) a group of close friends
C) your university
D) a fraternity or sorority
Ans: A
Q.2. The relatively homogeneous and enduring divisions in a society, which are hierarchically
ordered and whose members share similar values, interests, and behavior constitute
________.
A) a culture
B) a subculture
C) a social class
D) a family
Ans: A
Q.3. 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) subculture
B) family
C) social class
D) reference groups
Ans: D
Q.4. Social classes differ in media preferences, with upper-class consumers often preferring
________ and lower-class consumers often preferring television.
A) movies
B) radio
C) video or computer games
D) magazines and books
Ans: D
,Q.5. The family in a buyers life consisting of parents and siblings is the ________.
A) family of procreation
B) family of influence
C) family of efficiency
D) family of orientation
Ans: D
Q.6. Purchasing family when Gary was a high school student, he enjoyed rock music and
regularly purchased hip clothing sported by his favorite rock band. However, five years
later, when Gary became an accountant, his preference shifted toward formal clothing.
Which of the following personal characteristics is likely to have had the most influence on
Gary's preferences during his high school days?
A) education
B) age
C) income
D) gender
Ans: B
Q.7. Marriage, childbirth, and divorce constitute the ________ that shape the consumption
pattern of individuals.
A) psychological life cycle
B) product life cycle
C) social status
D) critical life events
Ans: D
Q.8. Identify an economic circumstance that can greatly affect any product or brand choice.
A) retirement
B) values
C) lifestyle
D) borrowing power
Ans: D
, Q.9. ________ refers to a set of distinguishing human psychological traits that lead to
relatively consistent and enduring responses to environmental stimuli.
A) Image
B) Personality
C) Psychological transformation
D) Lifestyle
Ans: B
Q.10.Consumers often choose and use brands that have a brand personality consistent with
how they see themselves, also known as the ________
A) actual self-concept
B) ideal self-concept
C) others' self-concept
D) prohibitive self-concept
ANS: A
Q.11.________ portrays the "whole person" interacting with his or her environment.
A) Attitude
B) Personality
C) Lifestyle
D) Self-concept
ANS: C
Q.12.Marketers who target consumers on the basis of their ________ believe that they can
influence purchase behavior by appealing to people's inner selves.
A) core values
B) sophistication
C) money constrain
D) social class
ANS: A
