ConsumeriBehaviour,i7ei(Solomon) Chapteri1ii AniIntroductionitoiConsumeriBehaviour

,ConsumeriBehaviour,i7ei(Solomon)
Chapteri1ii AniIntroductionitoiConsumeriBehaviour

1) InistudyingiconsumersilikeiGail,iaicollegeistudent,imarketersioftenifindiitiusefulitoilearnitheiri
interestsiinimusicioriclothing,ihowitheyispenditheirileisureitime,iandievenitheiriattitudesiaboutiso
cialiissues,itoibeiableitoicategorizeiconsumersiaccordingitoitheirilifestyles.iThisisortiofiinformati
oniisicalled:
A) coreivalues.
B) psychographics.
C) configurations.
D) physiognomies.
iAnswer:i B
Type:iMC
PageiRef:i5
iSkill:i Application
Objective:i L1-01iUnderstandithaticonsumeribehaviouriisiaiprocess.

2) Theistudyiofitheiprocessesiinvolvediwheniindividualsiorigroupsiselect,ipurchase,iuse,iori
disposeiofiproducts,iservices,iideas,ioriexperiencesitoisatisfyineedsiandidesiresiisicalled:
A) marketisegmentation.
B) relationshipimarketing.
C) marketiresearch.
D) consumeribehaviour.
Answer:i D
Type:iMC
PageiRef:i3
iSkill:i Concept
Objective:i L1-01iUnderstandithaticonsumeribehaviouriisiaiprocess.

3) Tina,iaisupervisoriofidisplaysiforiSearsiCanada,iknowsithatiattractiveidisplaysicanigeneratei
additionalisalesiofiparticulariitems.iFromiaimarketer'siperspective,ithisiis:
A) aipurchaseiissue.
B) aipostpurchaseiissue.
C) merchandisingicomplexity.
D) ailossileader.
Answer:i A
Type:iMC
PageiRef:i3
iSkill:i Application
Objective:i L1-01iUnderstandithaticonsumeribehaviouriisiaiprocess.

,4) Johniisitheiviceipresidentiofimarketingiforiailocalitouriguideicompany.iHeiisiconcernedithati
hisicustomersiareinotirecommendingihisicompanyitoitheirifriends.iForiJohn,ithisiproblemiisia:
A) purchaseiissue.
B) demographiciproblem.
C) prepurchaseiissue.
D) postpurchaseiissue.
iAnswer:i D
Type:iMC
PageiRef:i3
iSkill:i Application
Objective:i L1-01iUnderstandithaticonsumeribehaviouriisiaiprocess.

5) Theiexpandediviewiofitheiexchangeithatiincludesitheiissuesithatiinfluenceitheiconsumeri
before,iduring,iandiafteriaipurchaseiisicalled:
A) theivalue.
B) theistrategicifocus.
C) theipre-sellistrategy.
D) theiconsumptioniprocess.
iAnswer:i D
Type:iMC
PageiRef:i3
iSkill:i Concept
Objective:i L1-01iUnderstandithaticonsumeribehaviouriisiaiprocess.

6) Consumeribehaviouriasiaidisciplineidealsimainlyiwithiwhatihappensiatitheipointiofipurchase.i
Answer:i FALSE
Type:iTF
PageiRef:i3
iSkill:i Concept
Objective:i L1-01iUnderstandithaticonsumeribehaviouriisiaiprocess.

7) Theiexpandediviewioficonsumeribehaviourirecognizesithatitheiconsumptioniprocessiincludesi
issuesithatiinfluenceiconsumersibefore,iduring,iandiafteriaipurchaseiisimade.
Answer:i TRUE
Type:iTF
PageiRef:i3
iSkill:i Concept
Objective:i L1-01iUnderstandithaticonsumeribehaviouriisiaiprocess.

, 8) Listitheithreeistagesiofitheiconsumptioniprocess,iindicatingiforieachistageisomeiofitheiissuesi
oficoncernitoitheiconsumeriasiwelliasitoitheimarketer.
Answer:i Pre-purchaseistage:
Consumericoncerns:iHowidoesitheiconsumeridecideiifiaiproductiisineeded?iWhatiareitheibestisour
cesiforiinformationitoilearnimoreiaboutialternativeichoices?

Marketers'iconcerns:iHowiareiconsumeriattitudesiformediorichanged?iWhaticuesidoiconsumersius
eitoiinferiwhichiproductsiareisuperioritoiothers?

Purchaseistage:
Consumericoncerns:iIsiacquiringiaiproductiaistressfulioripleasantiexperience?iWhatidoesitheipurc
haseisayiaboutitheiconsumer?

Marketers'iconcerns:iHowidoisituationalifactors,isuchiasitimeipressureioristoreidisplays,iaffectith
eiconsumer'sipurchaseidecisions?

Post-purchaseistage:
Consumericoncerns:iDoesitheiproductiprovideipleasureioriperformiitsiintendedifunction?iHowiisit
heiproductieventuallyidisposediof,iandiwhatiareitheienvironmentaliconsequencesiofithisiaction?

Marketers'iconcerns:iWhatideterminesiwhetheriaiconsumeriwillibeisatisfiediwithiaiproductiandibu
yiitiagain?iDoesithisipersonitelliothersiaboutihis/heriexperienceiwithitheiproductiandiaffectitheirip
urchaseidecisions?
Type:iES
PageiRef:i3
iSkill:i Concept
Objective:i L1-01iUnderstandithaticonsumeribehaviouriisiaiprocess.

9) Initheiearlyistagesiofidevelopment,iwhatiwasitheifieldioficonsumeribehaviouriknownias?iWh
atiimportantiunderstandingiofitheiexchangeiprocessidoesithisichangeiininameireflect?iAnswer:i
Iniitsiearlyistagesiofidevelopment,itheifieldioficonsumeribehaviouriwasioftenireferreditoiasibuye
ribehaviour,ireflectingianiemphasisionitheiinteractionibetweeniconsumersiandiproducersiatitheit
imeiofipurchase.iMarketersinowirecognizeithaticonsumeribehaviouriisianiongoingiprocess,inoti
merelyiwhatihappensiatitheimomentiaiconsumerihandsioverimoneyioriaicrediticardiandiiniturnir
eceivesiaigoodioriservice.

AigoodiansweriwouldidetailitheiissuesiinitheiconsumptioniprocessifromiFigurei1-
1:iprepurchase,iissues,ipurchaseiissues,iandipostpurchaseiissues.
Type:iES
PageiRef:i3
iSkill:i Concept
Objective:i L1-01iUnderstandithaticonsumeribehaviouriisiaiprocess.