Core: Marketing, 8e (Kerin)
Chapter 4 Understanding Consumer Behavior
1) Women make what percentage of new-car buying decisions?
A) 15 percent
B) 30 percent
C) 45 percent
D) 60 percent
E) 80 percent
2) Women influence what percentage of new-car buying decisions?
A) 17 percent
B) 37 percent
C) 57 percent
D) 87 percent
E) 97 percent
3) Enlightened carmakers have hired women designers, engineers, and marketing executives to
better understand the way women decide to buy new cars. They have learned that
A) meeting the expectations of men during the new-car purchasing process is more difficult than
meeting those of women.
B) men make the majority of new-car purchasing decisions.
C) women look for features that make accidents survivable while men favor those that prevent
them.
D) women care more about reliability than men.
E) men care more about price than women.
4) Which of the following statements about how women buy new cars today is most accurate?
A) Women have definite likes or dislikes when buying a new car, but they don’t feel comfortable
expressing their opinions.
B) Most women actually enjoy the price negotiation process.
C) The issue of “speed” is an important factor to men but not really important to women.
D) Women are more likely to make their new-car purchase selection as a result of information
provided by a friend or a relative than from promotional information.
E) Women care more about exterior styles and lines and men are more concerned with cargo
space and gas mileage.
5) Which of the following statements about how women buy cars today is most accurate?
A) For men, styling is more about a car’s exterior lines while women are more interested in
interior design and finishes.
B) Women have definite likes or dislikes when buying a car, but they don’t feel comfortable
expressing their opinions.
C) When it comes to the actual purchase process, women are more adept negotiators than men.
D) Women care more about engine capabilities and men are more concerned with cargo space
and gas mileage.
E) Women usually shop one dealership before making a decision and men usually shop three.
6) Some automobile dealerships employ a nonnegotiable or no-haggle price strategy to sell their
cars. A customer who wants to buy a new or used car would pay the posted price. These dealers
probably adopted this pricing policy because
A) the industry was discussing the abandonment of self-regulation practices.
B) women have an intense dislike of price negotiation, yet still want to buy a car.
C) many recent immigrants into the United States are not accustomed to negotiation.
D) women distrust men in general and car salesmen in particular.
E) a sluggish economy guarantees that negotiations would produce negative profit per vehicle.
7) The actions a person takes in purchasing and using products and services, including the mental
and social processes that come before and after these actions, are referred to as
A) purchase intentions.
B) market research.
C) consumer behavior.
D) consumer conduct.
E) purchase protocols.
8) Consumer behavior refers to
A) the aspects of a consumer’s decision making processes that cannot be measured.
B) the actions a person takes in purchasing and using products and services, including the mental
and social processes before and after them.
C) the five stages a buyer passes through in making choices about which product and service to
investigate, purchase, and consume.
D) the mental and social processes related to purchasing that are innate in a person from birth.
E) those purchasing behaviors that result from repeated experience and reasoning.
9) Consumer behavior includes the actions a person takes in purchasing services and using
products and services, including
A) the physical effort spent on these actions.
B) the financial limitations one must overcome to accomplish these actions.
C) the mental and social processes that come before and after these actions.
D) the emotional processes that occur during these actions.
E) the cognitive and attitudinal processes that must be learned to complete these actions.
10) The five stages a buyer passes through in making choices about which products and services
to buy is called the
A) information sorting process.
B) purchase decision process.
C) alternative evaluation process.
D) postpurchase behavior process.
E) problem recognition process.
11) The initial stage in the consumer purchase decision process involves perceiving a difference
between a person’s ideal and actual situations big enough to trigger a decision. What is this stage
called?
A) prepurchase behavior
B) alternative evaluation
C) purchase decision
D) problem recognition
E) information search
12) There are five stages in the consumer purchase decision process. The first stage is
A) information search.
B) purchase decision.
C) alternative evaluation.
D) opportunity identification.
E) problem recognition.
13) The second stage in the consumer purchase decision process involves gathering facts about
possible choices, and may include internal and external sources. What is this stage called?
A) postpurchase behavior
B) alternative evaluation
C) purchase decision
D) problem recognition
E) information search
14) After a problem has been recognized in the consumer purchase decision process, the
consumer proceeds to the second stage known as
A) information search.
B) purchase decision.
C) alternative evaluation.
D) opportunity identification.
E) problem evaluation.
15) Scanning memory for previous experiences and also exploring the external environment
represent which stage of the consumer purchase decision process
A) information search.
B) purchase decision.
C) alternative evaluation.
D) opportunity identification.
E) problem evaluation.
16) The third stage in the consumer purchase decision process involves appraising brands in the
consideration set based on the important criteria (both objective and subjective) identified during
the information search step for the ultimate decision. What is this stage called?
A) postpurchase behavior
B) alternative evaluation
C) purchase decision
D) problem recognition
E) information search
17) There are five stages in the consumer purchase decision process. The third stage is
A) information search.
B) purchase decision.
C) alternative evaluation.
D) opportunity testing.
E) problem recognition.
18) The fourth stage in the consumer purchase decision process involves deciding from whom to
buy and when to buy. What is this stage called?
A) purchase indecision
B) prepurchase evaluation
C) purchase decision
D) problem recognition
E) information search
19) There are five stages in the consumer purchase decision process. The fourth stage is
A) information search.
B) purchase decision.
C) alternative evaluation.
D) option testing.
E) problem recognition.
20) The fifth stage in the consumer purchase decision process involves comparing the product or
service purchased with one’s expectations to determine the degree of satisfaction or
dissatisfaction. What is this stage called?
A) postpurchase behavior
B) alternative evaluation
C) purchase decision
D) problem recognition
E) information search
21) There are five stages in the consumer purchase decision process. The last stage is
A) information search.
B) purchase decision.
C) alternative evaluation.
D) postpurchase behavior.
E) problem recognition.
Figure 4-1
22) In Figure 4-1, A represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) option identification
23) In Figure 4-1, B represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) financial consideration
24) In Figure 4-1, C represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) financial consideration
25) In Figure 4-1, D represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) financial transaction
D) alternative evaluation
E) postpurchase behavior
26) In Figure 4-1, E represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) financial transaction
D) alternative evaluation
E) postpurchase behavior
27) According to Figure 4-1, the point at which you would exchange money for your sandwich
of corned beef on rye would be found in stage
A) A.
B) B.
C) C.
D) D.
E) E.
28) Perceiving a difference between a person’s ideal and actual situations that is big enough to
trigger a decision is called
A) problem recognition.
B) alternative evaluation.
C) cognitive dissonance.
D) routine response behavior.
E) postpurchase behavior.
29) During the consumer purchase decision process, an individual at the ________ stage will
perceive differences between his or her ideal and actual situations big enough to trigger a
decision.
A) problem recognition
B) alternative evaluation
C) cognitive dissonance
D) information search
E) postpurchase behavior
30) When Maricela looked in her closet and said, “I don’t have anything to wear to the party this
weekend,” she seems to be in which stage of the consumer purchase decision process?
A) purchase decision
B) alternative evaluation
C) information search
D) problem recognition
E) postpurchase behavior
31) When Jake said, “My bike needs a tune-up before the ride on Saturday,” he was in which
stage of the consumer purchase decision process?
A) purchase decision
B) alternative evaluation
C) information search
D) problem recognition
E) postpurchase behavior
32) Kelsey goes shopping with a friend and notices her friend’s trendy sandals. She thinks of her
own sandals, which have a strap that recently broke, and realizes she needs a new pair. In which
stage of the consumer purchase decision process was Kelsey when she had this realization?
A) information search
B) problem recognition
C) purchase behavior
D) alternative evaluation
E) prepurchase cognition
33) Glow Pets, from the makers of Pillow Pets, are a light-up pillow product designed for young
children. The pillows are colorful animals that produce a soft light for 20 minutes at a time and
were produced for children with a fear of the dark. The company aired ads on various TV
programs showing children being comforted and sleeping restfully with a Glow Pet, making
parents and kids alike desire such a situation. The content of the advertising’s message most
likely focuses on which stage of the consumer purchase decision process?
A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
34) Carlos plans to go for a run after his classes are over. As he is getting dressed, he notices that
one of the seams is unraveling in his favorite shorts, and he thinks it is about time for ones. In
which stage of the consumer purchase decision process is Carlos at that moment?
A) information search
B) problem recognition
C) purchase behavior
D) alternative evaluation
E) prepurchase cognition
35) In marketing, advertisements or salespeople can activate a consumer’s purchase decision
process by
A) creating a sense of irony or amusement.
B) manipulating a customer’s want into a need.
C) promising product attributes that exceed the actual product potential.
D) showing the shortcomings of competing (or currently owned) products.
E) shifting the consumer’s focus from internal search to external search.
36) Scanning your memory for previous experiences with products or brands occurs during
which stage of the consumer purchase decision process?
A) information search
B) purchase decision
C) alternative evaluation
D) postpurchase behavior
E) problem recognition
37) Which stage in the consumer purchase decision process suggests criteria to use for the
purchase, yields brand names that might meet the criteria, and develops consumer value
perceptions?
A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase evaluation
38) “Which brand of salad dressing does my mom buy?” would be a question asked during the
________ stage in the consumer purchase decision process.
A) problem recognition
B) alternative evaluation
C) information search
D) purchase decision
E) comparison
39) In which stage in the consumer purchase decision process would a consumer ask, “How
much can I afford to spend on a new 42-inch LED HDTV?”
A) problem recognition
B) alternative evaluation
C) purchase decision
D) evaluation
E) information search
40) You have determined you want to buy an advanced hybrid vehicle, and a visit to Ford’s
website reveals that the Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in
lithium-ion battery technology. You are currently in which stage of the consumer purchase
decision process for this type of automobile?
A) problem recognition
B) needs analysis
C) purchase decision
D) information search
E) postpurchase evaluation