08084100 Individual Determinants of Consumer Behavior Penn Foster - 41341

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Individual Determinants

of Consumer Behavior


1.         Jan is in the store to buy an electric blanket. Although she’s not very familiar with them,    she knows her husband wants one with dual controls and she recognizes Sunbeam as a   good brand. This information is known as Jan’s _______ knowledge.


            A. consumer                                                   C. consumption

            B. purchase                                                    D. usage

2.         The Tea Company has identified a market segment of males between the ages of 45       and 54, who earn more than $30,000 annually. The Tea Company appears to be using          _______ segmentation.


            A. demographic                                              C. value

            B. geographic                                                             D. psychographic

3.         Marketing research has shown that people prefer after-dinner liquors that are sweet.

            Dinner Liquor, Inc.’s after-dinner drink is slightly tart. They’ve decided to run an     advertisement to point out that something sweet at the end of dinner tends to make a   person feel hungry. They’re hoping to promote the product by changing


            A. attitude persistence.                                   C. attribute importance.

            B. ideal points.                                                D. attitude resistance.

4.         Alan is participating in a marketing research project. The questionnaire asks him what

            make and model car he currently drives. Then it asks whether he plans to buy the same

            model car when he needs a new one. This second question is measuring Alan’s    _______



            A. purchase                                                    C. search

            B. repurchase                                                 D. spending

5.         Consumer confidence is related to


            A. the assurance that a product is of high quality.

            B. how much faith consumers have in advertising.

            C. the consumer’s trust in a salesperson.

            D. the consumer’s opinion about the future of the economy.




6.         Someone without enough food to eat is most likely to be motivated by _______ needs.


            A. physiological                                               C. love and companionship

            B. safety and health                                        D. financial resources and security

7.         Geri is aware that a certain tea company wants you to associate their product with            friendship. In their ads they show good friends enjoying a cup of tea together and having        a pleasant time. Geri’s awareness of the tea company’s purpose is part of her _______



            A. consumption                                               C. purchase

            B. usage                                                          D. persuasion

8.         A coffee ad shows consumers in good spirits after product consumption. This ad is           appealing to their


            A. physiological needs.                                   C. need for variety.

            B. need for love and companionship.             D. need for pleasure.

9.         Which brand has the highest attitude score?


            A. Brand A                                                      C. Brand C

            B. Brand B                                                      D. All brands have equal scores.

10.       What attribute adds the most to the attitude toward brand A?


            A. Low cost                                                     C. Strong smell

            B. Natural ingredients                                     D. Convenience

11.       Al uses his customer card every time he goes to the grocery store. When he reaches

            $1,000 in purchases, he’ll receive a 5% discount on his next order. This technique is an

            example of


            A. purchase incentive.

            B. a loyalty program.

            C. enhancing the perceived risk of product purchase and consumption.

            D. arousing consumer curiosity.

12.       If a country has 2,000,000 births and 1,800,000 deaths in a given period, the 10%

            difference represents a


            A. fertility rate.                                                C. natural decrease.

            B. birthrate.                                                     D. natural increase.

13.       As a market researcher, Brad is asking consumers what they think of when they hear the

            words Thunderbird cars. Brad is involved in _______ analysis.


            A. product                                                       C. image

            B. brand                                                          D. recall


14.       A group of marketing researchers is discussing the moral restrictions on the behavior of   their target group. They’re most likely applying the _______ personality theory.

            A. psychoanalytic                                           C. social-cognition

            B. socio-psychological                                    D. trait-factor

15.       On a survey, Margo was able to list the names of six different types of shampoo. On the

            same survey, she was given a list of 20 different shampoos and asked which ones she

            recognized. She discovered that she recognized 18 of the 20. What does this indicate to

            a market researcher?


            A. The brands Margo recognized from a list are the less expensive brands.

            B. Customers are generally aware of more products than they can recall.

            C. The brands Margo named on her own are probably available in her area.

            D. Retailers should concentrate on using research that involves recognition and not           recall.

16.       The prices at Ethel’s Antiques are similar to those at Suzy’s Second-Hand Shoppe, but

            people think Ethel’s items are more expensive. This condition is an example of


            A. misperception.                                            C. influence knowledge.

            B. image analysis.                                          D. recognition.

17.       The International Corporation wants to introduce its product into one additional country.

            Research has provided the following information.


                        Country            Population                   Economy


                        A                      growing                       stagnant

                        B                      decreasing                  growing

                        C                     growing                       growing

                        D                     decreasing                  stagnant


            The most attractive country for International Corporation is probably


            A. A.                                                                C. C.

            B. B.                                                                D. D.

18.       On a recent survey, “salty taste” received a score of –3 on Fishbein’s evaluative   measure. What can you conclude from this information.


            A. Salty taste is a bad attribute to have.

            B. Salty taste is a good attribute to have.

            C. The product is unlikely to have a salty taste.

            D. The product is likely to have a salty taste.






19.       Janice is a young single woman. She has a cat, loves to go on singles cruises, enjoys

            buying clothes, and is active in several clubs. Based on this information, Janice’s strongest needs are for


            A. health.                                                         C. companionship.

            B. safety.                                                        D. security.

20.       The long days put in by workaholics are an example of _______ motivational conflict.


            A. approach-approach                                    C. approach-avoidance

            B. avoidance-avoidance                                 D. avoidance-approach



Solution Description

1.         Jan is in the store to buy an electric blanket. Although she’s not very familiar with them,    she knows her husband wants one with dual controls and she recognizes Sunbeam as a   good brand. This information is known as Jan’s _______ knowledge.


            A. consumer                                                   C.

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