Exam 5: Consumer Decision Making

_____ tend to be more enduring and complex than beliefs,because they consist of clusters of interrelated beliefs.

In late 2000,Honda Motors introduced Insight,a new hybrid electric-gasoline car.The car gets 70 miles to one gallon of gas.Before buying such an environmentally-friendly car,a buyer will have to evaluate such product attributes as size of engine,riding space,ease of maintenance,and costs as well as his or her own feelings about environmental protection.The purchase of this type of car will most likely involve:

The fact mothers in Japan feed their babies freeze-dried sardines and rice and,most mothers in the United States would not eat freeze-dried sardines much less feed it to their babies,indicates how _____ influences the consumer decision-making process.

_____ is the ability to differentiate between similar objects such as packages of different brands of aspirin.It is a learned behavior.

Define each level of Maslow's hierarchy of needs.For each of the five levels,briefly describe a marketing message appealing to this need level.

If the product element of the four P's provides no reinforcement (positive or negative),activity in some other aspect of the marketing mix may be required to encourage further consumption.

All of the following factors directly influence consumers' level of involvement in the purchase process EXCEPT:

Tysson knows that if he had been allowed to audition to be a contestant on American Idol,he would have won.He feels as if his singing ability and his stage presence are as least as good as the contest's winner,Reuben Studdard.Since Tysson really admires Reuben,he has adopted Reuben's mannerisms.He carefully selects clothes like Reuben wore on the television show.He is hoping his new look will enhance his chances of getting selected for future American Idol shows.Tysson's new look reflects his:

Zoran wants to buy a new pair of sunglasses that he can wear when he is biking competitively.He has narrowed the brands he is considering down to Dragon Optical,Oakley,Abriko,and Zeal Optics.These four brands of sunglasses represent Zoran's:

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 Coca-Cola.In this case,the billboard ad is a(n):

Because her mother only went to the supermarket once a month,this is how Moniq prefers to do her grocery shopping.One of the reasons Moniq is such an efficient shopper is that like her mother,Moniq believes,"Waste not,want not." The passing down of norms and values to Moniq is an example of:

Pierre has been shopping for a new lawn mower.He has visited several sites on the Internet and has read articles in Consumer Reports on mowers.Pierre has also asked several of his friends for recommendations.Pierre has been using:

A few years ago,Toro introduced a small,lightweight snow blower called the Snow Pup.Even though the product worked great,sales failed to meet expectations because consumers perceived the name to mean that the Snow Pup was toy or too light to do any serious snow removal.Toro took the Snow Pup off the market and reintroduced it as the Snow Master.Sales surpassed expectations with the new name.The poor sales under one name and the excellent sales under another is an example of how marketers must be attuned to consumer's:

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.Andrea has decided that she will buy either a Nike or a Reebok bra because these brands are designed to offer the greatest support for women athletes.These two brands would be her:

All of the following are examples of individual factors that affect the decision-making process for consumers EXCEPT:

For which of the following products is the purchaser most likely to rely on an external information source?

Families of police officers often alter information they hear about officers who die in the line of duty.This _____ allows them to live and function while their loved one is engaged in a potentially dangerous job without constant anxiety.

Zoran wants to buy a pair of sunglasses he can wear when is riding his bicycle in competitions.He wants sunglasses with a rubberized nose piece,built-in anti-fogging technology,and that can block light from all angles.The criteria for his decision appear to be based on:

Which of the following statements about reference groups is true?

Nellie's boss sells merchandise through Internet auctions.He needs to mail a $1,500 hexagonal antique picture frame.He has instructed Nellie to buy packaging that will make sure the oddly shaped frame arrives at its new owner's undamaged,but he has not told her how or where she will find such packaging.Given that she frequently has to purchase packaging supplies,what kind of purchase decision process would she most likely employ?