TEST BANK For Consumer Behaviour: Buying, Having, and Being, Canadian Edition, 9th Edition, 2024 by Michael R. Solomon Chapters 1 - 15///// Consumer Behaviour: B/uying, Having, and Being, Cdn. 9e (Solomon) Chapter 1 An Introduction to Consumer Behavio

TEST BANK For Consumer Behaviour: Buying, Having, and Being, Canadian Edition, 9th Edition, 2024 by Michael R. Solomon Chapters 1 - 15///// Consumer Behaviour: B/uying, Having, and Being, Cdn. 9e (Solomon) Chapter 1 An Introduction to Consumer Behaviour 1) In studying consumers like Gail, a college student, marketers often find it useful to learn their interests in music or clothing, how they spend their leisure time, and even their attitudes about social issues, to be able to categorize consumers according to their lifestyles. This sort of information is called: A) core values. B) psychographics. C) configurations. D) physiognomies. ANSWER: B Type: MC Page Ref: 2 Skill: Application Objective: L1-01 Consumer behaviour is a process. 2) Tina, a supervisor of displays for Sears Canada, knows that attractive displays can generate additional sales of particular items. From a marketer's perspective, this is: A) a purchase issue. B) a post purchase issue. C) merchandising complexity. D) a loss leader. ANSWER: A Type: MC Page Ref: 3 Skill: Application Objective: L1-01 Consumer behaviour is a process. 3) John is the vice president of marketing for a local tour guide company. He is concerned that his customers are not recommending his company to their friends. For John, this problem is a: A) purchase issue. B) demographic problem. C) prepurchase issue. D) post purchase issue. ANSWER: D Type: MC Page Ref: 3 Skill: Application Objective: L1-01 Consumer behaviour is a process. 4) The expanded view of the exchange that includes the issues that influence the consumer before, during, and after a purchase is called: A) the value. B) the strategic focus. C) the pre-sell strategy. D) the consumption process. ANSWER: D Type: MC Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 5) Gail decides to take a break from studying and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a: A) lifestyle discussion. B) brand competition. C) consumption community. D) marketplace competition. ANSWER: C Type: MC Page Ref: 2 Skill: Application Objective: L1-01 Consumer behaviour is a process. 6) If a product succeeds in satisfying needs and is purchased over and over again, it most likely has attained: A) product separation. B) brand loyalty. C) lifestyle variation. D) purchase conception. ANSWER: B Type: MC Page Ref: 2 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 7) Consumer behaviour as a discipline deals mainly with what happens at the point of purchase. ANSWER: FALSE Type: TF Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 8) The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before, during, and after a purchase is made. ANSWER: TRUE Type: TF Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 9) List the three stages of the consumption process, indicating for each stage some of the issues of concern to the consumer as well as to the marketer. ANSWER: Pre-purchase stage: Consumer concerns: How does the consumer decide if a product is needed? What are the best sources for information to learn more about alternative choices? Marketers' concerns: How are consumer attitudes formed or changed? What cues do consumers use to infer which products are superior to others? Purchase stage: Consumer concerns: Is acquiring a product a stressful or pleasant experience? What does the purchase say about the consumer? Marketers' concerns: How do situational factors, such as time pressure or store displays, affect the consumer's purchase decisions? Post-purchase stage: Consumer concerns: Does the product provide pleasure or perform its intended function? How is the product eventually disposed of, and what are the environmental consequences of this action? Marketers' concerns: What determines whether a consumer will be satisfied with a product and buy it again? Does this person tell others about his/her experience with the product and affect their purchase decisions? Type: ES Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 10) In the early stages of development, what was the field of consumer behaviour known as? What important understanding of the exchange process does this change in name reflect? ANSWER: In its early stages of development, the field of consumer behaviour was often referred to as buyer behaviour, reflecting an emphasis on the interaction between consumers and producers at the time of purchase. Marketers now recognize that consumer behaviour is an ongoing process, not merely what happens at the moment a consumer hands over money or a credit card and in turn receives a good or service. A good answer would detail the issues in the consumption process from Figure 1-1: prepurchase, issues, purchase issues, and post purchase issues. Type: ES Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 11) What do we mean when we say that consumer behaviour is a process? ANSWER: Consumer behaviour is more than just the purchase itself. The field of consumer behaviour covers a lot of ground: It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Type: ES Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 12) In the early stages of development, consumer behaviour was known as buyer behaviour. What important aspect of the exchange process does this change in name reflect? ANSWER: The original name reflects an emphasis on the interaction between consumers and producers at the time of purchase. Marketers now recognize that consumer behaviour is an ongoing process, not merely what happens at the moment a consumer hands over money or a credit card and in turn receives a good or service. Type: ES Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 13) Explain the view that marketing is more than just an exchange. ANSWER: The exchange, in which two or more organizations or people give and receive something of value, is an integral part of marketing. Although exchange is an important part of consumer behaviour, the expanded view emphasizes the entire consumption process, which includes the issues that influence the consumer before, during, and after a purchase. Type: ES Page Ref: 3 Skill: Concept Objective: L1-01 Consumer behaviour is a process. 14) The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires is called: A) market segmentation. B) relationship marketing. C) market research. D) consumer behaviour. ANSWER: D Type: MC Page Ref: 4 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 15) A fast-food chain describes its core customer as a single male under 30 years of age with a working-class job, who reads little, likes loud music, and hangs out with friends. This is an example of: A) subculture. B) marketing segmentation. C) demographics. D) a typical male Canadian consumer of burgers. ANSWER: B Type: MC Page Ref: 4 Skill: Application Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 16) In studying consumer behaviour, it is often useful to categorize people on the basis of some similarity. Descriptions such as age, gender, income, or occupation are called: A) demographics. B) psychographics. C) personal profiles. D) physiology. ANSWER: A Type: MC Page Ref: 5 Skill: Concept Objective: L1-02 Marketers have to understand the wants and needs of different consumer segments. 17) Which of the following is NOT an example of a demographic variable? A) age B) geography C) lifestyle D) ethnicity ANSWER: C