TEST BANK
CONSUMER BEHAVIOUR
,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 learn2their
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.
2 ANSWER: B
TYPE: MC
PAGE
REFERENCE: 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. From2a marketer's perspective, this is:
A) a purchase issue.
B) a post purchase issue.
C) merchandising complexity.
D) a loss leader.
ANSWER:2 A
TYPE: MC
PAGE
REFERENCE: 3 SKILL:
Application
OBJECTIVE: L1-01 Consumer behaviour is a process.
3) John is the vice2president of marketing for a local tour guide company. He2is 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:2 D
TYPE: MC
PAGE
REFERENCE: 3 SKILL:
Application
OBJECTIVE: L1-01 Consumer behaviour is a process.
4) The expanded view of the exchange2that includes the issues that influence2the 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:2 D
TYPE: MC
PAGE
REFERENCE: 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.
2 ANSWER: C
TYPE: MC
PAGE
REFERENCE: 2 SKILL:
Application
,OBJECTIVE: L1-01 Consumer behaviour is a process.
6) If a product2succeeds 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:2 B
TYPE: MC
PAGE
REFERENCE: 2 SKILL:
Concept
OBJECTIVE: L1-01 Consumer behaviour is a process.
7) Consumer behaviour as a discipline deals mainly with WHAT happens at the2point of
purchase. ANSWER:2 FALSE
TYPE: TF
PAGE
REFERENCE: 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:2 TRUE
TYPE: TF
PAGE
REFERENCE: 3
SKILL: Concept
OBJECTIVE: L1-01 Consumer behaviour is a process.
9) List the three stages of the consumption process, indicating for each2stage2some of the issues o
f concern2to the2consumer as well as to the marketer.
ANSWER:2 Pre-purchase stage:
,Consumer concerns: How does the consumer decide if a product is needed? WHAT are the best
source s for information to learn more about alternative choices?
Marketers' concerns: How are consumer attitudes formed or changed? WHAT cues do consumers
us e to infer WHICH products are superior to others?
Purchase stage:
Consumer concerns: Is acquiring2a product a stressful or pleasant experience? WHAT does
the2purcha se 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, and2WHAT are2the environmental consequences of this action?
Marketers' concerns: WHAT determines whether a consumer will be satisfied with a product and
bu y it again? Does this person2tell others about his/her experience with the product and affect their
p urchase decisions?
TYPE: ES
PAGE
REFERENCE: 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 known2as?
WHAT important understanding of the exchange process does this change in name reflect?2
ANSWER
:2 In its early stages of development, the field of consumer behaviour was often referred to as buy
er behaviour, reflecting an emphasis on the interaction between consumers and producers at the
time2of purchase. Marketers now recognize2that consumer behaviour is an ongoing process, not
,merely WHAT happens at the moment a consumer hands over money or a credit card and in turn2re
ceives a good or service.
A good answer would detail the issues in the consumption process from Figure21-
1: prepurchase, issues, purchase issues, and post purchase issues.
TYPE: ES
PAGE
REFERENCE: 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:2 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
s elect, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and de
sires.
TYPE: ES
PAGE
REFERENCE: 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 change2in name reflect?
ANSWER:2 The original name2reflects an emphasis on the interaction between consumers and pr
oducers at2the time2of purchase. Marketers now recognize that consumer behaviour is an ongoing
process, not merely WHAT happens at the2moment a consumer hands over money or a credit card
an d in turn receives a good or service.
TYPE: ES
PAGE
REFERENCE: 3
SKILL: Concept
OBJECTIVE: L1-01 Consumer behaviour is a process.
13) Explain2the view that marketing is more than just an exchange.
ANSWER:2 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 is sues that influence the2consumer before, during, and after a purchase.
TYPE: ES
PAGE
REFERENCE: 3
SKILL: Concept
OBJECTIVE: L1-01 Consumer behaviour is a process.
14) The study of the processes involved when2individuals 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:2 D
TYPE: MC
PAGE
REFERENCE: 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 male2under 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:2 B
TYPE: MC
PAGE
REFERENCE: 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 are2called:
A) demographics.
B) psychographics.
C) personal profiles.
D) physiology.
ANSWER:2 A
TYPE: MC
PAGE
REFERENCE: 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:
2
C
TYPE: MC
PAGE REFERENCE: 5
SKILL:
Concept
OBJECTIVE:
L1-
02 Marketers have to understand the wants and needs of different consumer segments.
CONSUMER BEHAVIOUR
,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 learn2their
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.
2 ANSWER: B
TYPE: MC
PAGE
REFERENCE: 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. From2a marketer's perspective, this is:
A) a purchase issue.
B) a post purchase issue.
C) merchandising complexity.
D) a loss leader.
ANSWER:2 A
TYPE: MC
PAGE
REFERENCE: 3 SKILL:
Application
OBJECTIVE: L1-01 Consumer behaviour is a process.
3) John is the vice2president of marketing for a local tour guide company. He2is 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:2 D
TYPE: MC
PAGE
REFERENCE: 3 SKILL:
Application
OBJECTIVE: L1-01 Consumer behaviour is a process.
4) The expanded view of the exchange2that includes the issues that influence2the 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:2 D
TYPE: MC
PAGE
REFERENCE: 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.
2 ANSWER: C
TYPE: MC
PAGE
REFERENCE: 2 SKILL:
Application
,OBJECTIVE: L1-01 Consumer behaviour is a process.
6) If a product2succeeds 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:2 B
TYPE: MC
PAGE
REFERENCE: 2 SKILL:
Concept
OBJECTIVE: L1-01 Consumer behaviour is a process.
7) Consumer behaviour as a discipline deals mainly with WHAT happens at the2point of
purchase. ANSWER:2 FALSE
TYPE: TF
PAGE
REFERENCE: 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:2 TRUE
TYPE: TF
PAGE
REFERENCE: 3
SKILL: Concept
OBJECTIVE: L1-01 Consumer behaviour is a process.
9) List the three stages of the consumption process, indicating for each2stage2some of the issues o
f concern2to the2consumer as well as to the marketer.
ANSWER:2 Pre-purchase stage:
,Consumer concerns: How does the consumer decide if a product is needed? WHAT are the best
source s for information to learn more about alternative choices?
Marketers' concerns: How are consumer attitudes formed or changed? WHAT cues do consumers
us e to infer WHICH products are superior to others?
Purchase stage:
Consumer concerns: Is acquiring2a product a stressful or pleasant experience? WHAT does
the2purcha se 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, and2WHAT are2the environmental consequences of this action?
Marketers' concerns: WHAT determines whether a consumer will be satisfied with a product and
bu y it again? Does this person2tell others about his/her experience with the product and affect their
p urchase decisions?
TYPE: ES
PAGE
REFERENCE: 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 known2as?
WHAT important understanding of the exchange process does this change in name reflect?2
ANSWER
:2 In its early stages of development, the field of consumer behaviour was often referred to as buy
er behaviour, reflecting an emphasis on the interaction between consumers and producers at the
time2of purchase. Marketers now recognize2that consumer behaviour is an ongoing process, not
,merely WHAT happens at the moment a consumer hands over money or a credit card and in turn2re
ceives a good or service.
A good answer would detail the issues in the consumption process from Figure21-
1: prepurchase, issues, purchase issues, and post purchase issues.
TYPE: ES
PAGE
REFERENCE: 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:2 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
s elect, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and de
sires.
TYPE: ES
PAGE
REFERENCE: 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 change2in name reflect?
ANSWER:2 The original name2reflects an emphasis on the interaction between consumers and pr
oducers at2the time2of purchase. Marketers now recognize that consumer behaviour is an ongoing
process, not merely WHAT happens at the2moment a consumer hands over money or a credit card
an d in turn receives a good or service.
TYPE: ES
PAGE
REFERENCE: 3
SKILL: Concept
OBJECTIVE: L1-01 Consumer behaviour is a process.
13) Explain2the view that marketing is more than just an exchange.
ANSWER:2 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 is sues that influence the2consumer before, during, and after a purchase.
TYPE: ES
PAGE
REFERENCE: 3
SKILL: Concept
OBJECTIVE: L1-01 Consumer behaviour is a process.
14) The study of the processes involved when2individuals 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:2 D
TYPE: MC
PAGE
REFERENCE: 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 male2under 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:2 B
TYPE: MC
PAGE
REFERENCE: 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 are2called:
A) demographics.
B) psychographics.
C) personal profiles.
D) physiology.
ANSWER:2 A
TYPE: MC
PAGE
REFERENCE: 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:
2
C
TYPE: MC
PAGE REFERENCE: 5
SKILL:
Concept
OBJECTIVE:
L1-
02 Marketers have to understand the wants and needs of different consumer segments.
