SPMT 370 WALTMYER UNIT 1 ACTUAL
PAPER 2026 VERIFIED SOLUTIONS GRADED
A+
◉ consumer behavior as a field of study.
Answer: study of consumers as they go about the consumption
process; the science of studying how consumers seek value in an
effort to address real needs
◉ Segmentation Types.
Answer: Behavior, Demographic, Psychographic
◉ Behavior segmentation type.
Answer: Need-based, discount, new, and potential
◉ Demographic.
Answer: Age, race/ethnicity, social class/income, sex/gender
◉ Psychographic.
Answer: Believer, Experiencer, Innovator, Impulsive, Socialite,
Wanderer
, ◉ Touchpoint.
Answer: direct contacts between the firm and a customer
◉ What affects consumer behavior?.
Answer: External influences, internal influences, decision making
process, outcomes and issues
◉ What are the approaches to studying consumer behavior?.
Answer: Description, Explanatory, and Exploratory (Quantitative-
survey/questionnaire Qualitative- Ethnography, interviews, focus
groups, secret shoppers)
◉ What does STP stand for?.
Answer: Segmentation, Targeting, Positioning
◉ why is consumer behavior dynamic?.
Answer: Economy, technology, and globalization
◉ Consumer behavior theory.
Answer: illustrates factors that shape consumption-related
behaviors and determine the value associated with consumption
◉ What is consumption?.
PAPER 2026 VERIFIED SOLUTIONS GRADED
A+
◉ consumer behavior as a field of study.
Answer: study of consumers as they go about the consumption
process; the science of studying how consumers seek value in an
effort to address real needs
◉ Segmentation Types.
Answer: Behavior, Demographic, Psychographic
◉ Behavior segmentation type.
Answer: Need-based, discount, new, and potential
◉ Demographic.
Answer: Age, race/ethnicity, social class/income, sex/gender
◉ Psychographic.
Answer: Believer, Experiencer, Innovator, Impulsive, Socialite,
Wanderer
, ◉ Touchpoint.
Answer: direct contacts between the firm and a customer
◉ What affects consumer behavior?.
Answer: External influences, internal influences, decision making
process, outcomes and issues
◉ What are the approaches to studying consumer behavior?.
Answer: Description, Explanatory, and Exploratory (Quantitative-
survey/questionnaire Qualitative- Ethnography, interviews, focus
groups, secret shoppers)
◉ What does STP stand for?.
Answer: Segmentation, Targeting, Positioning
◉ why is consumer behavior dynamic?.
Answer: Economy, technology, and globalization
◉ Consumer behavior theory.
Answer: illustrates factors that shape consumption-related
behaviors and determine the value associated with consumption
◉ What is consumption?.
