Strayer University MKT 100 Exam 2 (pdf) | 2026/2027 | Principles of
Marketing Q&A | Marketing
1. Which of the following best describes the consumer decision process?
A) A series of steps a company goes through to develop a new product
B) The five-step process used by consumers when buying goods or services
C) A method for evaluating the effectiveness of advertising campaigns
D) The process by which businesses select their target markets
Correct Answer: The five-step process used by consumers when buying
goods or services
Rationale: The consumer decision process is a five-step process used by
consumers when buying goods or services. The steps are need recognition,
information search, alternative evaluation, purchase, and post-purchase.
Understanding this process helps marketers influence consumer behavior at
each stage.
2. The consumer decision process begins with:
A) Information search
B) Alternative evaluation
C) Need recognition
D) Post-purchase evaluation
Correct Answer: Need recognition
Rationale: The consumer decision process begins with need recognition,
which occurs when a consumer recognizes a difference between their current
state and a desired state. This can be triggered by internal stimuli (such as
hunger or thirst) or external stimuli (such as advertising or social influences).
,3. Which of the following is an internal factor that influences consumer
behavior?
A) Culture
B) Social class
C) Motivation
D) Family
Correct Answer: Motivation
Rationale: Internal factors that influence consumer behavior include
motivation, perception, learning, attitudes, personality, and lifestyle. Culture,
social class, and family are external (social) factors that influence consumer
behavior from the outside environment.
4. A consumer's __________ is the set of values, beliefs, and attitudes that
guide their behavior.
A) Personality
B) Perception
C) Self-concept
D) Lifestyle
Correct Answer: Self-concept
Rationale: Self-concept is the set of values, beliefs, and attitudes that guide a
consumer's behavior. It is how consumers see themselves and influences
their purchasing decisions as they often buy products that reflect their self-
image.
5. The process by which individuals select, organize, and interpret
information to form a meaningful picture of the world is called:
,A) Motivation
B) Perception
C) Learning
D) Attitude
Correct Answer: Perception
Rationale: Perception is the process by which individuals select, organize,
and interpret information to form a meaningful picture of the world. It
involves three stages: exposure, attention, and interpretation. Marketers
must understand perception to effectively communicate with consumers.
6. The set of assumptions or beliefs that influence how a consumer interprets
information is called a:
A) Schema
B) Attitude
C) Motivation
D) Perception
Correct Answer: Schema
Rationale: A schema is the set of assumptions or beliefs that influences how
a consumer interprets information. Schemas are mental structures that
organize knowledge and guide information processing. Marketers use
schemas to position products in consumers' minds.
7. Which of the following is a social factor that influences consumer
behavior?
A) Perception
, B) Motivation
C) Reference groups
D) Personality
Correct Answer: Reference groups
Rationale: Reference groups are social factors that influence consumer
behavior. They are groups of people that consumers identify with and whose
opinions and behaviors influence their own purchasing decisions. Perception,
motivation, and personality are internal psychological factors.
8. The influence of family, friends, and other social connections on consumer
behavior is known as:
A) Social influence
B) Reference group influence
C) Word-of-mouth
D) Cultural influence
Correct Answer: Reference group influence
Rationale: Reference group influence refers to how family, friends, and other
social connections affect consumer behavior. Reference groups serve as
sources of information, social comparison, and normative influence on
purchasing decisions.
9. Which of the following is the most powerful source of socialization for
consumers?
A) Peers
B) Media
Marketing Q&A | Marketing
1. Which of the following best describes the consumer decision process?
A) A series of steps a company goes through to develop a new product
B) The five-step process used by consumers when buying goods or services
C) A method for evaluating the effectiveness of advertising campaigns
D) The process by which businesses select their target markets
Correct Answer: The five-step process used by consumers when buying
goods or services
Rationale: The consumer decision process is a five-step process used by
consumers when buying goods or services. The steps are need recognition,
information search, alternative evaluation, purchase, and post-purchase.
Understanding this process helps marketers influence consumer behavior at
each stage.
2. The consumer decision process begins with:
A) Information search
B) Alternative evaluation
C) Need recognition
D) Post-purchase evaluation
Correct Answer: Need recognition
Rationale: The consumer decision process begins with need recognition,
which occurs when a consumer recognizes a difference between their current
state and a desired state. This can be triggered by internal stimuli (such as
hunger or thirst) or external stimuli (such as advertising or social influences).
,3. Which of the following is an internal factor that influences consumer
behavior?
A) Culture
B) Social class
C) Motivation
D) Family
Correct Answer: Motivation
Rationale: Internal factors that influence consumer behavior include
motivation, perception, learning, attitudes, personality, and lifestyle. Culture,
social class, and family are external (social) factors that influence consumer
behavior from the outside environment.
4. A consumer's __________ is the set of values, beliefs, and attitudes that
guide their behavior.
A) Personality
B) Perception
C) Self-concept
D) Lifestyle
Correct Answer: Self-concept
Rationale: Self-concept is the set of values, beliefs, and attitudes that guide a
consumer's behavior. It is how consumers see themselves and influences
their purchasing decisions as they often buy products that reflect their self-
image.
5. The process by which individuals select, organize, and interpret
information to form a meaningful picture of the world is called:
,A) Motivation
B) Perception
C) Learning
D) Attitude
Correct Answer: Perception
Rationale: Perception is the process by which individuals select, organize,
and interpret information to form a meaningful picture of the world. It
involves three stages: exposure, attention, and interpretation. Marketers
must understand perception to effectively communicate with consumers.
6. The set of assumptions or beliefs that influence how a consumer interprets
information is called a:
A) Schema
B) Attitude
C) Motivation
D) Perception
Correct Answer: Schema
Rationale: A schema is the set of assumptions or beliefs that influences how
a consumer interprets information. Schemas are mental structures that
organize knowledge and guide information processing. Marketers use
schemas to position products in consumers' minds.
7. Which of the following is a social factor that influences consumer
behavior?
A) Perception
, B) Motivation
C) Reference groups
D) Personality
Correct Answer: Reference groups
Rationale: Reference groups are social factors that influence consumer
behavior. They are groups of people that consumers identify with and whose
opinions and behaviors influence their own purchasing decisions. Perception,
motivation, and personality are internal psychological factors.
8. The influence of family, friends, and other social connections on consumer
behavior is known as:
A) Social influence
B) Reference group influence
C) Word-of-mouth
D) Cultural influence
Correct Answer: Reference group influence
Rationale: Reference group influence refers to how family, friends, and other
social connections affect consumer behavior. Reference groups serve as
sources of information, social comparison, and normative influence on
purchasing decisions.
9. Which of the following is the most powerful source of socialization for
consumers?
A) Peers
B) Media
