Marketing for Hospitality and Tourism, 8e, Global Edition (Kotler)
Chapter 6 Consumer Markets and Consumer Buying Behavior
1) The factor that exerts the broadest and deepest influence on behavior is:
A) Sub-culture
B) Social class
C) Family
D) Culture
2) Which of the following is NOT a characteristic affecting consumer behavior?
A) Personal
B) Culture
C) Postpurchase behavior
D) Social
3) The stages through which families pass as they grow older are called:
A) Family crisis cycles
B) Family formulation cycles
C) Family life cycles
D) Family aging cycles
4) The technique used to measure lifestyles is called:
A) Geographics
B) Economics
C) Demographics
D) Psychographics
5) The most important consumer buying unit in the United States (one that has been researched
extensively) is the:
A) Individual
B) Family
C) Social class
D) Reference group
6) The first stage of the buyer decision process is:
A) Need recognition
B) Evaluation of alternatives
C) Information search
D) Purchase decision
7) ________ groups are those groups we would like to belong to but do not.
A) Membership
B) Reference
C) Aspirational
D) Motivational
8) According to Maslow, the most important need to be satisfied is:
A) Ego
B) Safety
C) Social
D) Physiological
9) When we screen out information coming at us, we are engaged in the act of:
A) Selective retention
B) Selective attention
C) Selective distortion
D) Selective choice
10) ________ is the most affluent U.S. demographic segment.
A) Hispanic
B) African American
C) Asian American
D) International
11) Which American social class comprises the largest composition of the population?
A) Upper uppers
B) Lower uppers
C) Working
D) Upper lowers
12) ________ may also have a strong influence on family buying decisions.
A) Children
B) Head of the family
C) Elders
D) Friends
13) ________ describes changes in an individual’s behavior arising from experience.
A) Belief
B) Attitude
C) Learning
D) Selective Retention
14) ________ describes a person’s relatively consistent evaluations, feelings, and tendencies
toward an object or an idea
A) Attitude
B) Belief
C) Learning
D) Selective Retention
15) Buyer discomfort caused by postpurchase conflict is called:
A) Social discord
B) Cognitive dissonance
C) Mental dissention
D) Internal dilemma
16) Which of the following is NOT a part of the buyer decision process?
A) Problem recognition
B) Information search
C) Solution
D) Postpurchase behavior
17) When purchasing hospitality and travel products, customers often use ________ as an
indication of quality.
A) Price
B) Features
C) Number of rooms
D) Size of the room
18) A group to which a person wishes to belong is called:
A) Spiritual group
B) Social group
C) Membership group
D) Aspirational group
19) Dissatisfied consumers could take any of the following actions EXCEPT:
A) Change esteem status
B) Do nothing
C) Request an exchange
D) File a lawsuit
20) ________ is an application of the understanding of sensation and perception to the field of
marketing.
A) Corporeal marketing
B) Sensory marketing
C) Physical marketing
D) Applicable marketing
21) Life-stage segmentation provides a powerful marketing tool for marketers in any industry to
better find, understand, and engage customers.
22) A person’s economic situation does not affect product choice and purchase decisions.
23) Short three- and four-day trips are on the decline as trends show preferences for longer
vacations.
24) Personal sources, commercial sources, public sources, and the internet are considered
integral to the information search process.
25) Marketers should identify consumers’ sources of information and the importance of each
source.
26) In the United States, social class is something you are born into.
27) A belief describes a person’s relatively consistent evaluations, feelings and tendencies toward
an object.
28) The marketer’s job ends when the customer buys the product.
29) Consumer behavior cannot be influenced.
30) When evaluating alternatives, consumers pay the most attention to the attributes connected
with their needs.
31) Status is the general esteem given to someone fulfilling his/her role in society.
32) It is easy to change a person’s attitude by reasoning with them.
33) Almost all major purchases result in discomfort caused by post purchase conflict.
34) Most human behavior is learned.
35) People are more likely to notice stimuli they did not anticipate than notice stimuli they did
anticipate.
36) Cultural factors exert a broad and deep influence on consumer behavior. Describe the
differences between a person’s culture and subculture.
37) A consumer’s behavior is also influenced by social factors, such as the consumer’s small
groups, family and social roles and status. Explain the differences among these social factors.
38) Each person’s distinct personality influences their buying behavior. Personality is usually
described in terms of traits. What do we mean when we discuss traits? What are some examples
of traits, and how do they affect the way people purchase items?
39) Explain Maslow’s needs hierarchy.
40) Listing them in the proper order, what are the stages in the buyer decision process? Describe
each.