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TOP 10 Learning Questions for
Chapter 6
Analyzing Consumer Markets
Grace Sumera
24 September 2010

1. ____ factors exert the broadest and
deepest influence on consumer
behavior.
A. Economic
B. Personal
C. Cultural
D. Social
E. Demographic
2

Factors Affecting Consumer
Behavior
3
Buyer
Psychological
Personal
Social
Culture

Factors Affecting Consumer
Behavior
A consumer’s buying behaviour is influenced by
cultural, social, and personal factors.
Cultural factors exert the broadest and deepest
influence.
Culture is the fundamental determinant of a
person’s wants and behaviour.
4

1. ____ factors exert the broadest and
deepest influence on consumer
behavior.
A. Economic
B. Personal
C. Cultural
D. Social
E. Demographic
5

2. ___ is a key psychological process
that has both direction and intensity.
A. Motivation
B. Perception
C. Learning
D. Memory
E. Sensation
6

Key Psychological Processes
7
Motivation Perception
Learning Memory

Motivation
8
4 key psychological processes – motivation,
perception, learning, & memory – fundamentally
influence consumer responses.
Motivation has both direction –
we select one goal over another – & intensity –
the vigor with which we pursue the goal.

2. ___ is a key psychological process
that has both direction and intensity.
A. Motivation
B. Perception
C. Learning
D. Memory
E. Sensation
9

3. The following are major information
sources to which consumers turn to
EXCEPT
A. Experiential
B. Commercial
C. Public
D. External
E. Personal
10

Major Information Sources
11
Personal
Commercial
Public
Experiential

Major Information Sources
12
• Family, friends, neighbors
• Most influential source of information
Personal
Sources
• Advertising, Sales people
• Most prevalent source of information
Commercial
Sources
• Mass media
• Consumer rating groups
Public
Sources
• Handling, examining & using the
product or service
Experiential
Sources

3. The following are major information
sources to which consumers turn to
EXCEPT
A. Experiential
B. Commercial
C. Public
D. External
E. Personal
13

4. Buyer’s decisions are influenced by
personal characteristics EXCEPT
A. Nationality
B. Age & Stage in the Life Cycle
C. Occupation & Economic Circumstances
D. Personality
E. Lifestyle
14

Age
Self-
concept
Lifestyle
Values
Personality
Wealth
Occupation
Life cycle
stage
Personal Factors
15

Nationality is a Cultural
Factor!
Nationalities
Religions
Racial groups
Geographic regions
16
S
U
B
C
U
L
T
U
R
E
S

4. Buyer’s decisions are influenced by
personal characteristics EXCEPT
A. Nationality
B. Age & Stage in the Life Cycle
C. Occupation & Economic Circumstances
D. Personality
E. Lifestyle
17

5. Which of the following is
true?
A. Groups having either face-to-face or indirect influence
to consumer behavior are called membership groups.
B. People are influenced by groups to which they do not
belong.
C. Reference groups are groups having direct influence
on consumer behavior.
D. Dissociative groups do not influence consumer
behavior.
E. Friends are considered secondary groups while family
is a primary group.
18

Social Factors
Reference Groups Family
Social Roles Statuses
Social
Factors
19
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
Reference Groups

Social Factors
Social factors such as reference groups affect consumer
behaviour.
Reference groups have either direct (face-to-face) or indirect
influence.
Groups having direct influence are called membership groups.
Primary groups are groups with whom a person interacts fairly
continuously and informally, such as family & friends.
People are also influenced by groups to which they do not
belong, such as aspirational & dissociative groups.
20

5. Which of the following is
true?
A. Groups having either face-to-face or indirect influence
to consumer behavior are called membership groups.
B. People are influenced by groups to which they do not
belong.
C. Reference groups are groups having direct influence
on consumer behavior.
D. Dissociative groups do not influence consumer
behavior.
E. Friends are considered secondary groups while family
is a primary group.
21

6. Which of the following
statements is false?
A. The buying decision process is a five-stage model.
B. The model starts with problem recognition & ends
with the purchase decision.
C. The buying process starts long before the actual
purchase.
D. Consumers don’t always pass through all 5 stages
in buying a product.
E. The attitude of others & unanticipated situations
may intervene with the purchase decision.
22

Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Post-purchase Behavior
23

Consumer Buying Process
The Buying Process does not end with the
purchase. Marketers monitor the buyer’s
feelings or behavior towards the product or
service after the purchase.
Marketers are concerned about post-purchase
satisfaction, actions (repurchase or
abandonment), & disposal (rent, lend, or
store).
24

6. Which of the following
statements is false?
A. The buying decision process is a five-stage model.
B. The model starts with problem recognition & ends
with the purchase decision.
C. The buying process starts long before the actual
purchase.
D. Consumers don’t always pass through all 5 stages
in buying a product.
E. The attitude of others & unanticipated situations
may intervene with the purchase decision.
25

7. MTV appears to have a
brand personality of
A. Competence
B. Excitement
C. Ruggedness
D. Sincerity
E. Sophistication
26

Brand Personalities
27
Sincerity Excitement Competence Sophistication
Ruggedness Peacefulness Passion
Brand Personality is the specific mix of human
traits that we can attribute to a particular brand.

Brand Personalities
caters to the young generation who’s
interested in the latest music, fashion,
videos, concerts, events, movies, etc. It is
a total expression of youth, individuality,
and breaking conventions. It exudes a
daring, spirited, imaginative, and up-to-
date personality – Excitement.
28

7. MTV suggests to having a
brand personality of
A. Competence
B. Excitement
C. Ruggedness
D. Security
E. Sophistication
29

8. Highly Price-sensitive people deciding to
purchase the cheapest brand is an example
of this purchase strategy
A. Conjunctive heuristic
B. Elimination-by-aspects heuristic
C. Lexicographic heuristic
D. Availability heuristic
E. Representative heuristic
30

Purchase Decision
Heuristics are rules of thumb or mental
shortcuts in the decision process.
31
Conjunctive Heuristic
Lexicographic Heuristic
Elimination-by-aspects Heuristic

Heuristics
 Conjunctive heuristic – consumer chooses
the 1st alternative that meets the minimum
standard for all attributes.
 Lexicographic heuristic – consumer chooses
the best brand on the basis of its perceived
most important attribute.
 Elimination-by-aspects heuristic –
consumer compares brands & eliminates
brands that do not meet minimum acceptable
cut-offs.
32

8. Highly Price-sensitive people deciding
to purchase the cheapest brand is an
example of
A. Conjunctive heuristic
B. Elimination-by-aspects heuristic
C. Lexicographic heuristic
D. Availability heuristic
E. Representative heuristic
33

9. A Filipina who recently postponed
her trip to HK was influenced by this
type of risk
A. Psychological Risk
B. Physical Risk
C. Financial Risk
D. Social Risk
E. All of the above
34

Perceived Risks
Functional
Physical
Financial
Social
Psychological
Time
35
A consumer’s decision
to modify, postpone,
or avoid a purchase is
heavily influenced by
perceived risks.

Perceived Risks
Due to the recent hostage incident, Filipinos may cancel their
trip to HK because of perceived risks:
1. Functional Risk – the product may not perform up to
expectations
2. Physical Risk – the product poses a threat to the physical well-
being of the user/others
3. Financial Risk – the product is not worth the price paid
4. Social Risk – the product results in embarrassment from others
5. Psychological Risk – the product affects the mental well-being
of the user
6. Time Risk – wasted time in finding a new product in case of
product failure
36

9. A Filipina who recently postponed
her trip to HK was influenced by this
type of risk
A. Psychological Risk
B. Physical Risk
C. Financial Risk
D. Social Risk
E. All of the above
37

10. Marketers who learn about the buying process for
their service by conducting surveys on recent diners
in their restaurant display an example of this
customer profiling method
A. Prospective Method
B. Prescriptive Method
C. Retrospective Method
D. Introspective Method
E. Scientific Method
38

Profiling the Customer
Buying-Decision Process
Marketers learn about the stages in the buying
process for their product through:
 Introspective Method
 Retrospective Method
 Prospective Method
 Prescriptive Method
39

Profiling the Customer
Buying-Decision Process
Interviewing a small number of recent
purchasers, asking them to recall the events
leading to their purchase is the
retrospective method.
40

10. Marketers who learn about the buying process for
their service by conducting surveys on recent diners
in their restaurant display an example of this
customer profiling method
A. Prospective Method
B. Prescriptive Method
C. Retrospective Method
D. Introspective Method
E. Scientific Method
41

TOP 10 Learning Questions for
Analyzing Consumer Markets
Chapter 6
Grace Sumera
24 September 2010

ch6analyzingconsumermarketssumera-100923102754-phpapp01.pdf

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