,Consumer Behaviour: Buying, Having, and Being, Cdn. 8e (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
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.
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
additional 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
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: D
Type: MC Page Ref: 3
Skill: Application
Objective: L1-01 Consumer behaviour is a process.
1
,4) The expanded view of the exchange that includes the issues that influence the 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: 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
has 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
issues 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.
2
, 9) List the three stages of the consumption process, indicating for each stage some of the issues
of concern to the consumer as well as to the marketer.
Answer: Pre-purchase stage:
Consumer concerns: How does the consumer decide if a product is needed? What are the best
sources for information to learn more about alternative choices?
Marketers' concerns: How are consumer attitudes formed or changed? What cues do consumers
use to infer which products are superior to others?
Purchase stage:
Consumer concerns: Is acquiring a product a stressful or pleasant experience? What does the
purchase 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, and what are the environmental consequences of this action?
Marketers' concerns: What determines whether a consumer will be satisfied with a product and
buy it again? Does this person tell others about his/her experience with the product and affect
their purchase decisions?
Type: ES Page Ref: 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 known as?
What important understanding of the exchange process does this change in name reflect?
Answer: In its early stages of development, the field of consumer behaviour was often referred
to as buyer behaviour, reflecting an emphasis on the interaction between consumers and
producers at the time of purchase. Marketers now recognize that consumer behaviour is an
ongoing process, not merely what happens at the moment a consumer hands over money or a
credit card and in turn receives a good or service.
A good answer would detail the issues in the consumption process from Figure 1-1: prepurchase,
issues, purchase issues, and post purchase issues.
Type: ES Page Ref: 3
Skill: Concept
Objective: L1-01 Consumer behaviour is a process.
3
Chapter 1 An Introduction to Consumer Behaviour
1) In studying consumers like Gail, a college student, marketers often find it useful to learn their
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.
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
additional 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
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: D
Type: MC Page Ref: 3
Skill: Application
Objective: L1-01 Consumer behaviour is a process.
1
,4) The expanded view of the exchange that includes the issues that influence the 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: 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
has 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
issues 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.
2
, 9) List the three stages of the consumption process, indicating for each stage some of the issues
of concern to the consumer as well as to the marketer.
Answer: Pre-purchase stage:
Consumer concerns: How does the consumer decide if a product is needed? What are the best
sources for information to learn more about alternative choices?
Marketers' concerns: How are consumer attitudes formed or changed? What cues do consumers
use to infer which products are superior to others?
Purchase stage:
Consumer concerns: Is acquiring a product a stressful or pleasant experience? What does the
purchase 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, and what are the environmental consequences of this action?
Marketers' concerns: What determines whether a consumer will be satisfied with a product and
buy it again? Does this person tell others about his/her experience with the product and affect
their purchase decisions?
Type: ES Page Ref: 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 known as?
What important understanding of the exchange process does this change in name reflect?
Answer: In its early stages of development, the field of consumer behaviour was often referred
to as buyer behaviour, reflecting an emphasis on the interaction between consumers and
producers at the time of purchase. Marketers now recognize that consumer behaviour is an
ongoing process, not merely what happens at the moment a consumer hands over money or a
credit card and in turn receives a good or service.
A good answer would detail the issues in the consumption process from Figure 1-1: prepurchase,
issues, purchase issues, and post purchase issues.
Type: ES Page Ref: 3
Skill: Concept
Objective: L1-01 Consumer behaviour is a process.
3
