Exam 11: Consumers in Situations

Shopping is the set of potentially value-producing consumer activities that directly increase the likelihood that something will be purchased.

CHRISTMAS SHOPPING SCENARIO Many consumers wait until the weekend before Christmas to do their gift shopping, and Lanny is one of those consumers. She did not want to go to a crowded mall as she only had a Saturday to do all of her shopping. She saw an advertisement that morning in the newspaper for a new store that claims to be the "right destination for all kinds of Christmas shopping." She decided to go there instead of the mall in order to avoid the crowd in the mall. While she was in the new store, she was trying to keep a track of her purchases in her head in an attempt to avoid going overboard and winding up with a huge credit card bill next month. In just two hours, Lanny was able to purchase all the gifts she needed and even found a cute bracelet for herself though the bracelet was not a part of the shopping list that she had made earlier. -Refer to Christmas Shopping Scenario.Lanny did not want to go to a crowded mall as she only had a Saturday to do all of her shopping.According to this information,which of the following temporal factors had the greatest impact on Lanny's shopping experience?

A consumer who is running short of time is more likely to process more product information than a consumer who is shopping leisurely.

The management at Saga,a newly opened apparel store specializing in high-end designer wear for working women,intends to position its store as grand,opulent,and exclusive.Which of the following,when implemented,is most likely to reflect this intention to the consumers?

Which of the following refers to regularly occurring conditions that vary with the time of year?

Consumers are more price sensitive when using card to pay for a purchase than when using cash.

When shoppers process ambient citrus odors,they tend to feel higher levels of pleasant emotions while shopping and tend to be more receptive to product information.

Hedonic shopping value represents the worth obtained because some shopping task or job is completed successfully.

Retailers specializing in things like a wide selection of goods,low prices,guarantees,and knowledgeable employees use a type of positioning which emphasizes the _____ quality of a retail store.

Consumers expect personal trainers to be physically fit.The degree to which a trainer's appearance matches a consumer's prototype and elicits a favorable response from the consumer will be referred to as _____.

Buying advertising with a schedule that runs the advertisement primarily at times when customers will be most receptive to the message is called advertiming.

Define atmospherics.Describe the atmospheric elements of a specific retail store or restaurant that you like.

_____ refers to the density of people and objects within a given space.

Consumers with a low capacity to self-regulate are referred to as action-oriented.

Both marketing and shopping make purchase more likely,but one involves activities of marketing people and the other involves activities of shoppers.

Which of the following represents an urgency to act based on some real or self-imposed deadline?

Marian is a working mother with two sons.On weekdays,Marian is hard pressed for time and squeezes just enough time to grab some groceries on her way back from work.This is an example of _____ shopping.

Consumer self-regulation refers to the tendency for consumers to inhibit outside,or situational,influences from interfering with shopping intentions.

The practice of running advertisements primarily at times when customers will be most receptive to the messages is known as _____.

WEEKEND SHOPPING SCENARIO The Smiths do their groceries every weekend. These are elaborately planned with Mrs. Smith making a list of requirements for the entire family over the week. She never forgets to replenish their stock of Caribbean coffee as her husband, a writer, generally feels groggy and sleepy after lunch in the afternoon. The coffee keeps him awake at such times. Fruits are a "must-buy" for the family. Everyone including their three children loves apples. However, Mrs. Smith refrains from buying apples when they are not in season as they tend to be more expensive. This weekend, she bought a new brand of pasta that her children insisted on buying as they were tempted by its commercial that comes on TV everyday at dinnertime. She also bought a packet of cocoa powder even though it was not on the list. She realized she needed it as she was attending chocolate-making classes. She has a weakness for milk chocolates and cannot resist the temptation to buy them. The Smiths don't have a strict budget for these shopping trips. More often than not, Mrs. Smith relies on her memory to keep a tab on their expenditure. What matters most to them is that everyone in the family should get what they want. -Refer to Weekend Shopping Scenario.Mrs.Smith bought a pound of cocoa powder even though it was not on the list.However,she realized she needed it when she saw them on display.This activity of purchasing an item that was not in the list is an example of _____ shopping.