,TESTBANK FOR Consumer Behaviour Fifth Edition
by Zubin Sethna
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel sheet
if it exists.
4- We have all what you need, we make update
at every time. There are many new editions
waiting you.
5- If you think you purchased the wrong file You
can contact us at every time, we can replace it
with true one.
Our email:
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
Testbank and students’ study guide
Students’ study guide
Consumer Behaviour is intended to give students a comprehensive overview of current
academic thinking on the way people behave when buying, consuming and disposing of
goods and services. It also aims to show students the practical side of consumer behaviour –
what people actually do when meeting their daily needs, what works and what does not and
how theories can be applied by marketers to encourage people to buy products. Each chapter
of the book contains a detailed case study, and which has self-test questions. Each chapter
also has numerous real-life examples: all the cases and examples are genuine companies, so
students can find their websites and update the cases yourself if they want to. (Each chapter
also has a further case study – online – for purely illustrative purposes.) In this study guide,
we will be giving students some places to look at on the Web and some multiple-choice
questions to test their knowledge of consumer behaviour.
Chapter 1: Understanding consumer behaviour
This chapter introduces the study of consumer behaviour, in particular emphasizing the
importance of consumers in marketing thinking. The chapter aims to outline the broad range
of aspects of human beings which impinge on their purchasing and consumption behaviour,
and therefore acts as a scene-setter for the rest of the book.
1. Which of the following is true?
a. Consuming refers to decisions about buying products.
b. Consumer behaviour is about making people buy things.
c. Consuming refers to the ways in which people use products.
Ans: C
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
Consuming is not about the decisions; it is about usage, and consumer behaviour happens
with or without persuasion.
2. Which of the following is NOT true?
a. Purchasing behaviour relates strongly to environmental situation.
b. Purchasing behaviour occurs independently of segmentation issues.
c. Purchasing behaviour is basic to meeting our needs.
Ans: B
Segmentation and purchasing behaviour are inextricably linked.
3. Which of the following is typical of transaction marketing?
a. Focus on customer retention.
b. Short time-scale.
c. Orientation on product benefits.
Ans: B
The others are typical of relationship marketing.
4. Which of the following is true?
a. Businesses change their needs more often than do consumers.
b. Businesses are less likely to establish relationships with suppliers than are consumers.
c. Businesses see more advantage in establishing relationships than do consumers.
Ans: C
The others are, in fact, exactly the opposite of the case.
5. Which of the following is true?
a. Direct marketing and relationship marketing are directly opposed to each other.
b. Direct marketing and relationship marketing are often associated together.
c. Direct marketing is very helpful in establishing relationships.
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
Ans: B
They are often associated, but unfortunately the techniques of direct marketing (mailings and
telephone calls) often alienate consumers.
6. Which of the following is NOT a market research tool?
a. Focus groups.
b. Questionnaires.
c. Introspective reflection.
Ans: C
Thinking about consumers is no substitute for going out and talking to people.
7. The study of demand is called:
a. anthropology
b. economics
c. sociology
Ans: B
It is the study of economy, which means choosing between one thing and another.
8. The study of human behaviour in groups is called:
a. anthropology
b. sociology
c. psychology
Ans: B
It is the study of societies.
9. Which of the following is NOT true?
a. Family is a sociological sub-group.
b. Family has little influence on consumer behaviour, once outside the home.
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
c. Family is an extremely important group in terms of consumer behaviour.
Ans: B
Family has a strong influence on behaviour, in and out of the home.
10. Which of the following is true?
a. The concept of elasticity indicates a clear difference between luxuries and necessities.
b. The concept of elasticity means that marketers do not need to worry about pricing.
c. The concept of elasticity means that demand can be predicted for many products.
Ans: C
Elasticity shows that there is no objective difference between necessities and luxuries, and
marketers certainly do need to consider price, whatever the elasticity of demand for the
product.
Web exercise
Enter the following URL into your search engine: https://consumergateway.org/2023/03/
Why is Katona’s assertion that ‘consumers look forward to improving their quality of life
whenever they can’ so important for us to understand?
Chapter 2: Decisions, behaviours and interactions
Each day, millions of consumers make numerous decisions. These range from sizeable
purchases such as buying a house to relatively inconsequential decisions such as when
buying shoe polish to complex decisions about which coffee to order in Starbucks! And as
the number of choices has increased exponentially, so has the number of decisions consumers
have to make. This chapter is concerned with the ways consumers approach making purchase
decisions and what their goals and motivations are.
1. What does CDP stand for?
a. Consumer Decision Process.
b. Consumers’ Daily Purchases.
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
c. Consumer Decision Platform.
Ans: A
The others are invented and thus false in this context.
2. The consumption, spoilage or wear and tear on the stock of goods within the individual’s
assortment is a definition of:
a. assortment extension
b. assortment depletion
c. income change
Ans: B
The assortment of the individual’s possessions has decreased, or been depleted.
3. Taking up a new hobby such as learning to windsurf is a result of:
a. the psychology of simplification
b. the psychology of complication
c. a shift in the actual state
Ans: B
The person is deliberately complicating his or her life, and making it more interesting.
4. Which of the following is true?
a. Information search comes before decision, but after need identification.
b. Need identification comes after information search, but before decision.
c. Need identification comes after decision, but before purchase.
Ans: A
The order is need identification, information search, decision, purchase, post-purchase
activities.
5. High-involvement products are those that:
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
a. have a lengthy and complex user manual
b. have their attributes linked to functionality
c. figure strongly in the individual’s lifestyle
Ans: C
The consumer knows a lot about these products and also has strong opinions about them.
6. ‘Decision Rules’ for purchasing are also called:
a. risk reducers
b. heuristics
c. purchase regulations
Ans: B
The others are invented.
7. Inertia in decision-making means:
a. resisting decisions which will lead to change
b. making decisions out of habit rather than from any conscious loyalty
c. an unwillingness to make a decision
Ans: B
Inertia is usually applied to regular, routine purchases of generic products.
8. Which of the following two values are a part of the five ‘Dimensions of Involvement’?
a. Pleasure value and sign value.
b. Self-value and ego value.
c. Product value and purchase value.
Ans: A
The others are invented.
9. Which of the following is true?
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
a. Brand Switchers generally have low involvement.
b. Routine Brand Buyers generally have low involvement.
c. Brand Loyalists generally have low involvement.
Ans: A
10. Increasing consumer involvement with the products will:
a. enable the company to quickly gauge customer reactions
b. create extra hassles for front-line sales staff
c. make communications easier and loyalty levels higher
Ans: C
Web exercise
Visit www.marketingtechblog.com/pokemon-go/. How does ‘lure’ convert to sales? Could
this model be used by other games? Will this contribute to customers becoming more loyal to
particular brands apart from Pokemon Go?
https://consumergateway.org/2022/12/. Checkout how Christmas Markets celebrate a
new reality.
Chapter 3: Consumption in B2C vs. B2B
This chapter is about organizational buyer behaviour. Although there are some parallels with
consumer buyer behaviour, business-to-business buyers naturally have different priorities and
agendas. The chapter begins with discussing the pressures on buyers, then explains how to
approach and segment industrial/governmental markets, and how to approach B2B buying
situations.
1. The individual responsible for the flow of information is called:
a. the gatekeeper
b. the initiator
c. the decider
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
Ans: A
The person keeps the gate through which salespeople or other sources of information must
pass.
2. Bribing a foreign buyer is an example of:
a. cultural difference in buying
b. political influence
c. ethical influence
Ans: C
Bribery is regarded as unethical even in cultures where it happens.
3. A retailer is an example of:
a. an institutional buyer
b. a reseller
c. a business and commercial buyer
Ans: B
The goods are only being bought in order to re-sell them.
4. What does OEM stand for?
a. Organization for Energy Markets.
b. Overseas Equipment Markets.
c. Original Equipment Manufacturer.
Ans: C
The others are invented.
5. In the context of ‘consumption in B2B’, what does MRO stand for?
a. Mechanical Reproduction Order.
b. Market Research Organization.
by Zubin Sethna
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel sheet
if it exists.
4- We have all what you need, we make update
at every time. There are many new editions
waiting you.
5- If you think you purchased the wrong file You
can contact us at every time, we can replace it
with true one.
Our email:
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
Testbank and students’ study guide
Students’ study guide
Consumer Behaviour is intended to give students a comprehensive overview of current
academic thinking on the way people behave when buying, consuming and disposing of
goods and services. It also aims to show students the practical side of consumer behaviour –
what people actually do when meeting their daily needs, what works and what does not and
how theories can be applied by marketers to encourage people to buy products. Each chapter
of the book contains a detailed case study, and which has self-test questions. Each chapter
also has numerous real-life examples: all the cases and examples are genuine companies, so
students can find their websites and update the cases yourself if they want to. (Each chapter
also has a further case study – online – for purely illustrative purposes.) In this study guide,
we will be giving students some places to look at on the Web and some multiple-choice
questions to test their knowledge of consumer behaviour.
Chapter 1: Understanding consumer behaviour
This chapter introduces the study of consumer behaviour, in particular emphasizing the
importance of consumers in marketing thinking. The chapter aims to outline the broad range
of aspects of human beings which impinge on their purchasing and consumption behaviour,
and therefore acts as a scene-setter for the rest of the book.
1. Which of the following is true?
a. Consuming refers to decisions about buying products.
b. Consumer behaviour is about making people buy things.
c. Consuming refers to the ways in which people use products.
Ans: C
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
Consuming is not about the decisions; it is about usage, and consumer behaviour happens
with or without persuasion.
2. Which of the following is NOT true?
a. Purchasing behaviour relates strongly to environmental situation.
b. Purchasing behaviour occurs independently of segmentation issues.
c. Purchasing behaviour is basic to meeting our needs.
Ans: B
Segmentation and purchasing behaviour are inextricably linked.
3. Which of the following is typical of transaction marketing?
a. Focus on customer retention.
b. Short time-scale.
c. Orientation on product benefits.
Ans: B
The others are typical of relationship marketing.
4. Which of the following is true?
a. Businesses change their needs more often than do consumers.
b. Businesses are less likely to establish relationships with suppliers than are consumers.
c. Businesses see more advantage in establishing relationships than do consumers.
Ans: C
The others are, in fact, exactly the opposite of the case.
5. Which of the following is true?
a. Direct marketing and relationship marketing are directly opposed to each other.
b. Direct marketing and relationship marketing are often associated together.
c. Direct marketing is very helpful in establishing relationships.
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
Ans: B
They are often associated, but unfortunately the techniques of direct marketing (mailings and
telephone calls) often alienate consumers.
6. Which of the following is NOT a market research tool?
a. Focus groups.
b. Questionnaires.
c. Introspective reflection.
Ans: C
Thinking about consumers is no substitute for going out and talking to people.
7. The study of demand is called:
a. anthropology
b. economics
c. sociology
Ans: B
It is the study of economy, which means choosing between one thing and another.
8. The study of human behaviour in groups is called:
a. anthropology
b. sociology
c. psychology
Ans: B
It is the study of societies.
9. Which of the following is NOT true?
a. Family is a sociological sub-group.
b. Family has little influence on consumer behaviour, once outside the home.
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
c. Family is an extremely important group in terms of consumer behaviour.
Ans: B
Family has a strong influence on behaviour, in and out of the home.
10. Which of the following is true?
a. The concept of elasticity indicates a clear difference between luxuries and necessities.
b. The concept of elasticity means that marketers do not need to worry about pricing.
c. The concept of elasticity means that demand can be predicted for many products.
Ans: C
Elasticity shows that there is no objective difference between necessities and luxuries, and
marketers certainly do need to consider price, whatever the elasticity of demand for the
product.
Web exercise
Enter the following URL into your search engine: https://consumergateway.org/2023/03/
Why is Katona’s assertion that ‘consumers look forward to improving their quality of life
whenever they can’ so important for us to understand?
Chapter 2: Decisions, behaviours and interactions
Each day, millions of consumers make numerous decisions. These range from sizeable
purchases such as buying a house to relatively inconsequential decisions such as when
buying shoe polish to complex decisions about which coffee to order in Starbucks! And as
the number of choices has increased exponentially, so has the number of decisions consumers
have to make. This chapter is concerned with the ways consumers approach making purchase
decisions and what their goals and motivations are.
1. What does CDP stand for?
a. Consumer Decision Process.
b. Consumers’ Daily Purchases.
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
c. Consumer Decision Platform.
Ans: A
The others are invented and thus false in this context.
2. The consumption, spoilage or wear and tear on the stock of goods within the individual’s
assortment is a definition of:
a. assortment extension
b. assortment depletion
c. income change
Ans: B
The assortment of the individual’s possessions has decreased, or been depleted.
3. Taking up a new hobby such as learning to windsurf is a result of:
a. the psychology of simplification
b. the psychology of complication
c. a shift in the actual state
Ans: B
The person is deliberately complicating his or her life, and making it more interesting.
4. Which of the following is true?
a. Information search comes before decision, but after need identification.
b. Need identification comes after information search, but before decision.
c. Need identification comes after decision, but before purchase.
Ans: A
The order is need identification, information search, decision, purchase, post-purchase
activities.
5. High-involvement products are those that:
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
a. have a lengthy and complex user manual
b. have their attributes linked to functionality
c. figure strongly in the individual’s lifestyle
Ans: C
The consumer knows a lot about these products and also has strong opinions about them.
6. ‘Decision Rules’ for purchasing are also called:
a. risk reducers
b. heuristics
c. purchase regulations
Ans: B
The others are invented.
7. Inertia in decision-making means:
a. resisting decisions which will lead to change
b. making decisions out of habit rather than from any conscious loyalty
c. an unwillingness to make a decision
Ans: B
Inertia is usually applied to regular, routine purchases of generic products.
8. Which of the following two values are a part of the five ‘Dimensions of Involvement’?
a. Pleasure value and sign value.
b. Self-value and ego value.
c. Product value and purchase value.
Ans: A
The others are invented.
9. Which of the following is true?
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
a. Brand Switchers generally have low involvement.
b. Routine Brand Buyers generally have low involvement.
c. Brand Loyalists generally have low involvement.
Ans: A
10. Increasing consumer involvement with the products will:
a. enable the company to quickly gauge customer reactions
b. create extra hassles for front-line sales staff
c. make communications easier and loyalty levels higher
Ans: C
Web exercise
Visit www.marketingtechblog.com/pokemon-go/. How does ‘lure’ convert to sales? Could
this model be used by other games? Will this contribute to customers becoming more loyal to
particular brands apart from Pokemon Go?
https://consumergateway.org/2022/12/. Checkout how Christmas Markets celebrate a
new reality.
Chapter 3: Consumption in B2C vs. B2B
This chapter is about organizational buyer behaviour. Although there are some parallels with
consumer buyer behaviour, business-to-business buyers naturally have different priorities and
agendas. The chapter begins with discussing the pressures on buyers, then explains how to
approach and segment industrial/governmental markets, and how to approach B2B buying
situations.
1. The individual responsible for the flow of information is called:
a. the gatekeeper
b. the initiator
c. the decider
, Lecturer Resources
Sethna, Consumer Behaviour, 5e
SAGE Publishing, 2023
Ans: A
The person keeps the gate through which salespeople or other sources of information must
pass.
2. Bribing a foreign buyer is an example of:
a. cultural difference in buying
b. political influence
c. ethical influence
Ans: C
Bribery is regarded as unethical even in cultures where it happens.
3. A retailer is an example of:
a. an institutional buyer
b. a reseller
c. a business and commercial buyer
Ans: B
The goods are only being bought in order to re-sell them.
4. What does OEM stand for?
a. Organization for Energy Markets.
b. Overseas Equipment Markets.
c. Original Equipment Manufacturer.
Ans: C
The others are invented.
5. In the context of ‘consumption in B2B’, what does MRO stand for?
a. Mechanical Reproduction Order.
b. Market Research Organization.
