Exam 7: Consumer Buying Behavior

Claire is a market research analyst for a global consulting firm. She will be traveling to London next month to present her research to a meeting of company executives from around the world. This presentation could be instrumental in the company's decision of whether she should be promoted at the end of this year. Claire has been thinking about the trip, which will be the first time she has been out of the country. She has decided to retire the old college luggage for a more professional-looking version and has begun to evaluate various brands. Claire is most likely facing _____ for this particular purchase.

Scenario 7.2 Use the following to answer the questions. Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, which also cost about $27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that its gas mileage was too low at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan. Refer to Scenario 7.2. The fact that Alicia had remembered the gas mileage of the Toyota Sienna incorrectly is most likely an example of

An attitude scale is useful in helping to measure the intensity of feelings toward an object.

High school seniors who are trying to decide which college to attend and newlyweds looking to buy their first home exhibit the same behavior with respect to their level of involvement in their buying process. Which of the following best describes this common buying behavior?

A person's self-concept may affect whether the person buys a product in a particular product category, but it has little impact on brand selection.

Just as attitudes are learned, they can be changed.

An information input is less likely to reach perceptual awareness if it is related to an event that the person is anticipating.

Which of the following is an example of consumer misbehavior?

Stacy is going to the store to buy milk and cereal. She will most likely use ____ in her consumer decision-making process.

Chloe and Max are searching for a health club to join. This purchase will likely be affected by ____ involvement.

The values, knowledge, beliefs, customs, objects, and concepts of a society affect how people make purchasing decisions.

A buyer's actions at any point in time are affected by one major motive.

Discuss cognitive dissonance as it relates to postpurchase evaluation and describe how marketers can reduce cognitive dissonance in a consumer who has just purchased an expensive product.

Shane spends most of his free time participating in extreme sports and traveling to exotic locations with a group of close friends who share his interests and opinions about most things. This is a description of Shane's

Identify and describe the five major categories of situational influences.

Victoria has returned a dress because when she tried it on at home, she decided she did not like the way it fit. This is an example of consumer misbehavior.

In your market research into the buying behavior of a target market, you have confirmed that members of the group do in fact exhibit varying levels of involvement when buying certain products. For example, you confirmed the group has a __________ level of involvement when they are purchasing cars and clothing. When they are shopping for groceries, they exhibit a __________ level of involvement.

Which American subculture spends the highest proportion of its income on phone services, children's clothing, and shoes?

Which of the following is the fastest growing, most affluent subculture in the United States?

Problem recognition occurs when a consumer