Title: Consumer Behavior
Course: Question Banks

Q: The relationship formed between the seller and the customer after they both assess trade-offs and swap value is called the:
- selling process
- sharing process
- exchange process
A: exchange process

Q: A marketer must understand potential buyers’ needs and wants to be able to address and satisfy them. There are two key questions the marketer needs to ask. The first is “How do potential buyers go about making purchase decisions?” What is the other question?
- What factors influence a potential buyer’s product or service usage?
- What factors influence a potential buyer’s experience with a product or service?
- What influences a potential buyer's decision process and in what way?
A: What influences a potential buyer's decision process and in what way?

Q: Jason has run out of toilet paper in the bathroom. He walks over to his supply closet only to discover that all of his toilet paper rolls have been used up. Jason has just experienced what part of the consumer decision-making process?
- evaluating alternatives
- post-purchase behavior
- recognition of a need
A: recognition of a need

Q: Jim and his friends decide they want to start crossfit training to get in shape for their week-long mountain biking trip in the fall. Jim has become the designated gym and coach researcher for the group. Each of his buddies has “heard of a guy” who is good, so Jim begins calling and visiting various gyms, talking with other crossfitters, and collecting data to bring back to the group. What part of the consumer decision-making process is Jim working in right now?
- recognizing needs
- making purchases
- searching for information
A: searching for information

Q: Jennifer is moving to Nashville in a few weeks and needs to find an apartment to rent. She has looked online, talked to her new coworkers about safe areas close to work, and read through nashvilleguru.com to gather information for her decision. She has narrowed down the area she wants to live to The Gulch, which is a walkable neighborhood and friendly for young urban professionals. Now she is assessing which available apartment buildings and condos in The Gulch suit her wants and needs most. Jennifer is working through which part of the consumer decision-making process?
- searching for information
- recognizing needs
- evaluating alternatives
A: evaluating alternatives

Q: Betina wanted a toolbox for her many hammers, wrenches, etc. She looked through online reviews of toolbox brands and identified the right size for her number of tools. She didn’t like the look of most of the boxes she found, however. One day she discovered a toolbox that matched her needs and her aesthetic desire. The Trusco company offered retro-style cantilever toolbox that was enameled blue and solid steel. Betina decided it was the one for her and easily purchased the toolbox through Trusco’s website. What part of the consumer decision-making process did Betina just enact?
- searching for information
- evaluating alternative process
- the purchase decision
A: the purchase decision

Q: Diego purchased a new black jacket through Amazon.com. When it arrived, he was disappointed when he opened up the package to discover that the black jacket he thought he ordered was actually dark navy blue.Then he tried on the jacket and realized that the sleeves were too long for his arms. What did Diego probably just experience about his purchase?
- successful exchange process
- cognitive reassurance
- cognitive dissonance
A: cognitive dissonance

Q: If a purchase decision is a routine purchase with little customer decision involvement, what type of decision is it?
- Medium-involvement decision
- High-involvement decision
- Low-involvement decision
A: Low-involvement decision

Q: In order to determine whether a customer’s purchase decision is a low-involvement or high-involvement decision, what needs to be considered?
- If the purchase price is expensive or inexpensive.
- If the decision is in their local geographic area or a wider geographic area.
- If the decision is a new or a regular purchase.
A: If the decision is a new or a regular purchase.

Q: If the decision-making process involves a customer’s self-image and financial, social, or psychological risks, it is likely to be a:
- Low-involvement decision
- Medium-involvement decision
- High-involvement decision
A: High-involvement decision

Q: You are a marketer for a company that sells inexpensive picture frames through stores like All A Dollar and Walmart. What is the most likely type of customer involvement scenario that matches your product and marketing mix strategy?
- Medium-involvement decision scenario
- High-involvement decision scenario
- Low-involvement decision scenario
A: Low-involvement decision scenario

Q: If you are a marketer promoting wedding engagement rings through high-end retail shops, bridal magazines, and online search engine results for “expensive engagement rings,” then which type of consumer involvement are you targeting?
- Medium-involvement decision consumer
- Low-involvement decision consumer
- High-involvement decision consumer
A: High-involvement decision consumer

Q: Megan grabs a box of Joe Joe’s cookies every time she shops at Trader Joe’s. She discovered them after taste testing many different kinds of cookies last year. This example involves which situational factor?:
- demographics and life stage
- attitudes and beliefs
- the buying task of cookie brand loyalty
A: the buying task of cookie brand loyalty

Q: Sherry traveled to Moscow, Russia in the early 1990s. When she walked to the local store to purchase some bread, cheese, and milk, she discovered there was only one brand choice for each of the items on her grocery list. This lack of choice made her decisions easy, but she left the store dissatisfied. Without having multiple brands from which to make her selection, which type of situational factor did Sherry experience?
- complex market offerings
- a simple life stage task
- limited market offerings
A: limited market offerings

Q: After considering the life stage and personality of a customer, what is another important psychological factor to consider?
- motivation
- socialization
- demographic
A: demographic

Q: A store selling hunting equipment decides to focus on a new market segment to grow its customer base. It chooses to focus its new marketing campaign toward politically conservative women who are outdoor enthusiasts and socially introverted. This store is focusing its marketing strategy by highlighting:
- lifestage and motivation
- social class and subculture
- personality and lifestyle
A: personality and lifestyle

Q: Mercedes-Benz runs a TV commercial advertisement that displays one of its top-of-the-line cars. As the driver pulls up to a valet, people turn their heads and stare at the car. Mercedes-Benz has effectively leveraged which need in Maslow’s hierarchy?
- safety and security
- physiological needs
- esteem
A: esteem

Q: State Farm insurance company prints an ad in a national newspaper’s apartment rental section with a picture of a girl sitting on the edge of a tub full of water, blowdrying her hair while a plugged in toaster sits on the edge. The caption at the top of the ad reads, “Renting without State Farm is like...” Which need does this marketing ad emphasize for potential customers?
- physiological needs
- esteem
- safety and security
A: safety and security

Q: When a person holds a conviction about something, it is known as a/an:
- karma
- attitude
- belief
A: belief

Q: A group of customers that purchased a hoverboard for the holidays have been injured from using it. Numerous reports on the local nightly news has created a belief that the hoverboard is dangerous. In order to address this belief and attitude, the hoverboard marketers have a few choices. Which of the choices is the easiest path for them to take to address this attitude?
- change consumers’ attitude toward the hoverboard.
- change consumers’ purchase experience.
- change the product to address the safety issues of customers.
A: change the product to address the safety issues of customers.

Q: A company is targeting its marketing by running an advertising campaign showing a Hmong family celebrating its traditions during the 4th of July holiday. The ad campaign features the company products being used by the children. What area of consumer decision influence is the marketing campaign using?
- social class and word-of-mouth influence
- psychological aspects of belief and attitude
- American culture, an ethnic subculture, and family
A: American culture, an ethnic subculture, and family

Q: One of the key characteristics of a B2B buying process is the number of individuals involved in making buying decisions. In order for an organization to control this process, what does it do?
- It creates a streamlined simple buying process.
- It removes levels of review and oversight from the buying process.
- It defines and enforces rules for buying decisions.
A: It defines and enforces rules for buying decisions.

Q: The Y-Combo company is in need of new software to run its information technology services. Y-Combo narrows down the prospects to two companies. The second company shows how itsIT software also integrates easily with Y-Combo’s accounting, human resources, and CRM software package. The second company is offering Y-Combo what type of a sale?
- modified rebuy sale
- straight rebuy sale
- solution sale
A: solution sale

Q: A business you are trying to sell to has a manager named Mark who is involved in the selection process. Mark constantly interrupts you and he enjoys giving people in the room high-fives. Mark’s actions exemplify which type of unique influencing behavior factor?
- organizational factor
- business environment factor
- individual factor
A: individual factor

Q: A tire company collected proposals from ten different rubber suppliers. The main decision-makers reviewed the proposals and then met to discuss the next step. What is the tire company’s next step in the B2B buying process?
- proposal solicitation
- performance review
- supplier selection
A: supplier selection