Principles of Marketing, 15e (Kotler/Armstrong)
Chapter 5 Consumer Markets and Consumer Buyer Behavior
1) All the individuals and households that buy or acquire goods and services for personal
consumption make up the ________.
A) consumer market
B) market offering
C) market mix
D) subculture
E) social class
2) Which of the following is a marketing stimuli?
A) economic stimuli
B) price stimuli
C) technological stimuli
D) social stimuli
E) cultural stimuli
3) Which of the following is one of the other stimuli present in a buyer’s environment apart from
a marketing stimuli?
A) product stimuli
B) cultural stimuli
C) price stimuli
D) place stimuli
E) promotion stimuli
4) Which of the following best describes divisibility of an innovation that influences the rate of
adoption?
A) It is the degree to which the innovation is difficult to understand.
B) It is the degree to which the results of using the innovation can be observed or described to
others.
C) It is the degree to which the innovation appears superior to existing products.
D) It is the degree to which the innovation may be tried on a limited basis.
E) It is the degree to which the innovation fits the values and experiences of potential consumers.
5) According to the model of buyer behavior, which of the following is one of the two primary
parts of a “buyer’s black box”?
A) technological stimuli
B) buyer’s decision process
C) buyer’s spending habits
D) social stimuli
E) promotion stimuli
6) Marketing stimuli consist of the four Ps. Which of the following is NOT one of these?
A) product
B) packaging
C) price
D) promotion
E) place
7) Which of the following statements is true of cultural factors that influence consumer
behavior?
A) Cultural influences on buying behavior are identical across countries.
B) Social classes show distinct product and brand preferences in areas such as clothing and
travel.
C) Subcultures include nationalities and racial groups, but exclude religions.
D) Subcultures are groups within which each individual has a unique and distinct value system.
E) Hispanic Americans and African Americans are examples of racially-segregated groups and
not subcultures.
8) In the model of buyer behavior, which of the following is NOT a major type of force or event
in the buyer’s environment?
A) economic
B) technological
C) social
D) political
E) cultural
9) Which of the following statements is true of social classes?
A) Social classes are society’s temporary divisions.
B) Members of a social class have unique and distinct values, interests, and behaviors.
C) People within a social class tend to exhibit similar buying behavior.
D) Income is the single factor that determines social class.
E) Social classes universally exhibit identical product and brand preferences.
10) ________ is the most basic determinant of a person’s wants and behavior.
A) Culture
B) Brand personality
C) Cognitive dissonance
D) Caste
E) Selective perception
11) Each culture contains smaller ________, or groups of people with shared value systems
based on common life experiences and situations.
A) cultural universals
B) reference groups
C) subcultures
D) monocultures
E) social networks
12) Which of the following product characteristics refers to the degree to which the innovation
appears superior to existing products?
A) compatibility
B) divisibility
C) communicability
D) relative advantage
E) complexity
13) Which consumer group tends to show more brand loyalty and make shopping a family event,
with children having a big say in the purchase decision?
A) Hispanic Americans
B) African Americans
C) Arabs
D) working class consumers
E) lower class consumers
14) ________ consumers are one of the fastest-growing U.S. population subsegments and are
expected to surge to nearly 30 percent of the total U.S. population by 2050.
A) African American
B) Hispanic American
C) Asian American
D) Baby Boomer
E) Millennial
15) Although more price-conscious than other population segments, ________ consumers tend to
be strongly motivated by quality and selection, and give importance to brands.
A) lower upper
B) African American
C) Asian American
D) Filipino
E) working class
16) ________ consumers are the most affluent U.S. demographic segment and are expected to
have an annual buying power approaching $775 billion by 2015.
A) Hispanic American
B) African American
C) Asian American
D) Silent Generation
E) Generation X
17) Many companies use several ethnically specific themes in their mainstream marketing
strategy. This is because several marketers have realized that insights gleaned from ethnic
consumers can influence their broader markets. This type of marketing is known as ________.
A) cross-cultural marketing
B) buzz marketing
C) social media marketing
D) ambush marketing
E) ethical marketing
18) ________ are society’s relatively permanent and ordered divisions whose members share
similar values, interests, and behaviors.
A) Social classes
B) Societal norms
C) Reference groups
D) Universal cultures
E) Social networks
19) Which of the following statements is true regarding social classes in the United States?
A) Social class is determined by income alone.
B) Lines between social classes in the United States are fixed and rigid.
C) Social classes show distinct product preferences in clothing and automobiles.
D) Wealth is more critical than education level in measuring social class.
E) People are relegated to a permanent social class in the United States.
20) Family is one of the ________ factors that influence consumer behavior.
A) regional
B) social
C) personal
D) psychological
E) business
21) ________ are groups to which an individual wishes to belong, as when a young basketball
player hopes to play someday for the Los Angeles Lakers.
A) Membership groups
B) Aspirational groups
C) Leading adopters
D) Laggards
E) Disassociative groups
22) ________ are people within a reference group who, because of special skills, knowledge,
personality, or other characteristics, exert influence on others.
A) Opinion leaders
B) Innovators
C) Surrogate consumers
D) Stealth marketers
E) Laggards
23) Opinion leaders are also referred to as ________.
A) influentials
B) lower uppers
C) innovators
D) laggards
E) surrogate consumers
24) ________ are ambassadors who share their passion for a company’s products with large
circles of friends and acquaintances in return for insider knowledge and other rewards.
A) Leading adopters
B) Brand evangelists
C) Surrogate consumers
D) Market mavens
E) Innovators
25) Companies that use brand ambassadors are most likely involved in ________ marketing.
A) ambush
B) spam
C) buzz
D) viral
E) database
26) Facebook and Second Life are both examples of ________.
A) brand alliances
B) opinion leaders
C) social networks
D) early adopters
E) market mavens
27) Which of the following is characteristic of online social networks?
A) use of one-way communication techniques
B) negligible adoption rates
C) guaranteed positive results
D) easy methods to measure results
E) user-controlled content
28) What is the most important consumer buying organization in society?
A) family
B) social class
C) membership group
D) subculture
E) reference group
29) A ________ consists of the activities an individual is expected to perform according to the
people around him/her.
A) motive
B) role
C) lifestyle
D) life cycle
E) perception
30) A buyer’s decisions are influenced by ________ such as the buyer’s age and life-cycle stage,
occupation, economic situation, lifestyle, personality, and self-concept.
A) personal characteristics
B) stereotypes
C) perceptions
D) attitudes
E) psychographics
31) Consumer information provider PersonicX uses a life-stage segmentation system that places
U.S. households into one of 21 different life-stage groups. According to PersonicX’s groups,
which of the following refers to the group consisting of young, energetic, well-funded couples
and young families who are busy with their careers, social lives, and active recreation?
A) Taking Hold
B) Beginnings
C) Transition Times
D) Our Turn
E) Golden Years
32) ________ is a person’s pattern of living as expressed in his/her psychographics, and it
includes the individual’s activities, interests, and opinions.
A) Personality
B) Culture
C) Lifestyle
D) Motive
E) Social class
33) In the context of the AIO dimensions for measuring consumers’ lifestyles, “A” stands for
________.
A) activities
B) achievements
C) admirations
D) attitudes
E) associations
34) ________ refers to the unique psychological characteristics that distinguish an individual or
group.
A) Groupthink
B) Belief
C) Perception
D) Personality
E) Self-awareness
35) Which of the following terms refers to a specific mix of human traits that may be attributed
to a particular brand?
A) brand perception
B) brand identity
C) brand personality
D) brand concept
E) brand equity
36) Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal for
hiking and other outdoor activities. Which of the following brand personalities could be best
associated with the new brand?
A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness
37) Many marketers use the self-concept premise that people’s possessions contribute to and
reflect their identities—that is, “we are what we consume.” According to this premise, consumers
________.
A) buy products to support their self-images
B) rarely identify with brand personalities
C) are affected by opinion leaders
D) compare product brands
E) conduct primary research
38) A person’s buying choices are influenced by four major psychological factors. Which of the
following is NOT one of these factors?
A) motivation
B) perception
C) association
D) learning
E) beliefs
39) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
A) stimulus
B) perception
C) culture
D) motive
E) tradition
40) According to Freud, a person’s buying decisions are primarily affected by ________.
A) family influences
B) societal expectations
C) brand images
D) cultural norms
E) subconscious motives
41) ________ refers to qualitative research designed to probe consumers’ hidden, subconscious
motivations.
A) Perception analysis
B) Subliminal analysis
C) Motivation research
D) Need recognition
E) Market segmentation
42) A marketing research company asked members of a focus group to describe several brands
as animals. This is an example of ________.
A) brand strength analysis
B) interpretive consumer research
C) quantitative research
D) buzz marketing
E) brand extension
43) Maslow’s theory is that ________ can be arranged in a hierarchy.
A) marketing stimuli
B) personal beliefs
C) perceptions
D) human needs
E) decisions
44) Which of the following is NOT part of Maslow’s hierarchy of needs?
A) physiological needs
B) safety needs
C) spiritual needs
D) esteem needs
E) social needs
45) According to Maslow’s hierarchy of needs, which of the following is the LEAST pressing
need?
A) physiological needs
B) social needs
C) esteem needs
D) self-actualization needs
E) safety needs
46) ________ is the process by which people select, organize, and interpret information to form
a meaningful picture of the world.
A) Motivation
B) Perception
C) Dissonance
D) Learning
E) Self-actualization
47) People cannot focus on all of the stimuli that surround them each day. A person’s tendency to
screen out most of the information to which he is exposed is called ________.
A) subliminal retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive inertia
48) People tend to interpret new information in a way that will support what they already
believe. This is called ________.
A) selective retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive bias
49) ________ means that consumers are likely to remember good points made about a brand
they favor and forget good points made about competing brands.
A) Selective attention
B) Selective retention
C) Cognitive dissonance
D) Selective distortion
E) Cognitive bias
50) Some consumers worry that they will be affected by marketing messages without even
knowing it. They are concerned about ________.
A) alternative evaluation
B) subliminal advertising
C) selective retention
D) cognitive dissonance
E) selective communication
51) ________ describes changes in an individual’s behavior arising from experience.
A) Lifestyle
B) Learning
C) Perception
D) Cognitive dissonance
E) Selective attention
52) ________ are minor stimuli that determine where, when, and how a person responds to an
idea.
A) Cues
B) Drives
C) Reinforcers
D) Cognitions
E) Impulses
53) In the context of product characteristics that influence the rate of adoption, ________ refers
to the degree to which the innovation fits the values and experiences of potential consumers.
A) communicability
B) relative advantage
C) compatibility
D) complexity
E) divisibility
54) A(n) ________ is a descriptive thought that a person has about something.
A) lifestyle
B) motive
C) belief
D) attitude
E) cognition
55) A(n) ________ is a person’s relatively consistent evaluations, feelings, and tendencies
toward an object or idea.
A) lifestyle
B) motive
C) belief
D) attitude
E) perception
56) When consumers are highly involved with the purchase of an expensive product and they
perceive significant differences among brands, they most likely will exhibit ________.
A) consumer capitalism
B) complex buying behavior
C) consumer ethnocentrism
D) dissonance-reducing buying behavior
E) variety-seeking buying behavior
57) When consumers are highly involved with an expensive, infrequent, or risky purchase but
see little difference among brands, they most likely will exhibit ________.
A) habitual buying behavior
B) complex buying behavior
C) impulse buying behavior
D) dissonance-reducing buying behavior
E) consumer capitalism
58) When customers have a low involvement in a purchase but perceive significant brand
differences, they will most likely engage in ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) consumer ethnocentrism
59) Which of the following consumer buying behaviors is related to conditions of low-consumer
involvement and little significant brand difference?
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) consumer capitalism
60) The buyer decision process consists of five stages. Which of the following is NOT one of
these stages?
A) need recognition
B) information search
C) conspicuous consumption
D) purchase decision
E) postpurchase behavior
61) The buying decision process starts with ________, in which the buyer spots a problem.
A) need recognition
B) information search
C) impulse purchases
D) buyer’s remorse
E) alternative evaluation