Exam 5: Consumer Decision Making

Which of the following is LEAST likely to be described as a subculture?

Social influences on consumer buying decisions include:

What is extensive decision making? When would a person use extensive decision making? Name two products that would require extensive decision making when purchased for the first time and would require limited decision making in subsequent purchases.

SCENARIOS New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision. -Refer to Women's Athletic Wear.One of the biggest differences between men and women consumers is the fact men tend to stay store loyal.Women are much more ready to shop around-perhaps,because they demand more from their products than men.Andrea wants to start jogging,but she has been told she needs to find a well-fitting jog bra.Andrea is at the first stage of the:

Hattie tends to buy the same brands of detergent,dishwasher soap,and cleaning products as her _____,which is often the strongest source of group influence upon the individual for many product purchases.

Most consumer decision making is in a low-involvement setting; therefore,a consumer is often not seeking many of the products marketers are trying to sell.What tactics can a marketer use to increase sales of a low-involvement product?

_____ is characterized by low involvement,a short time frame,an internal-only information search,and low costs.

Assume you have decided to purchase a new flat-screen television with surround sound.Describe your internal information search.Then name the two types of external information sources.For each source,give two specific examples of information sources you might use.

Callaway manufactures golfing equipment-primarily golf clubs.The company has hired Bill Gates and Celine Dion to promote its clubs as "a brand that is something one can aspire to own." Callaway hopes that in this advertising communications,Gates and Dion would be seen as:

List and briefly describe the five different roles various family members can play to influence the purchase decision-making process for a new houseboat.

SCENARIOS New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision. -Refer to Women's Athletic Wear.The use of tennis stars Venus and Serena Williams in Nike ads indicates how marketers use the concept of _____ to promote products to women.

How do marketers distinguish between a need and a want?

Which of the following activities is most likely to be an example of routine response behavior?

The process that creates changes in behavior is called:

List and briefly describe all informal and formal reference groups that affect your consumer purchase decision-making process.

Which of the following is the BEST example of an internal stimulus that would create need recognition?

The processes individuals use when making a purchase decision is called _____.This is also the reason why individuals recognize and respond to the distinctive lettering used on Coca-Cola cans,the shape of the Nike swoosh,and the color of a can of Campbell soup.

When Kate went to purchase a birthday card for her new boyfriend,she went to three stores and spent four hours reading over five hundred cards before selecting the perfect one.This card (which cost $2.25)is properly designated a high-involvement product because of:

How can marketers and consumers reduce cognitive dissonance?

While lifestyle research is useful for describing individual consumers,it is not useful for segmenting consumer groups and measuring the size of those groups.