,Consumer Behaviour: Buying, 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 i nterests in music or clothing, how they spend their leisure time, and even their
attitudes about soc ial issues, to be able to categorize consumers according to their
lifestyles. This sort of informatio n 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 a dditional 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 h
,is customers are not recommending his company to their friends. For John, this problem is a:
purchase issue.
demographic problem.
prepurchase issue.
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 b efore, 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 h as 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 i ssues 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.
Chapter 1 An Introduction to Consumer Behaviour
1. In studying consumers like Gail, a college student, marketers often find it useful to learn
their i nterests in music or clothing, how they spend their leisure time, and even their
attitudes about soc ial issues, to be able to categorize consumers according to their
lifestyles. This sort of informatio n 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 a dditional 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 h
,is customers are not recommending his company to their friends. For John, this problem is a:
purchase issue.
demographic problem.
prepurchase issue.
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 b efore, 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 h as 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 i ssues 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.
