Online Offline Consumer Behaviour

a.     Review the following situations, and discuss the relevance of consumer behavior to explain each scenario:

• A student selling a textbook back to the college bookstore

• A student purchasing a value meal from an on-campus fast-food stand

• A family purchasing a new home

•                            A corporate CEO taking a prospective customer to lunch

• A consumer injured during a pick-up football match who is given an ice pack at a first-aid clinic

Answer explanation

Any activity involving consumer decisions that could lead to differing amounts of value is clearly relevant to consumer behavior. The case of the injured football player is the least relevant scenario because the consumer has very little choice.

Which of the following is true?

• Consuming refers to decisions about buying products.

• Consumer behaviour is about making people buy things.

• Consuming refers to the ways in which people use products.

• All answers are correct

Answer explanation

Consuming is not about the decisions, it is about usage: and consumer behaviour happens with or without persuasion

Which of the following is NOT true?

• Purchasing behaviour relates strongly to environmental situation.

• Purchasing behaviour occurs independently of segmentation issues.

• Purchasing behaviour is basic to meeting our needs.

• None

Answer explanation

Segmentation and purchasing behaviour are inextricably linked.

Which of the following is true?

• Businesses change their needs more often than do consumers.

• Businesses are less likely to establish relationships with suppliers than are consumers.

• Businesses see more advantage in establishing relationships than do consumers.

Answer explanation

The others are, in fact, exactly the opposite of the case.

The study of human behaviour in groups is called ______

• Anthropology

• Sociology

• Psychology

Answer explanation

It is the study of societies.

Which of the following is NOT true?

• Family is a sociological sub-group.

• Family has little influence on consumer behaviour, once outside the home.

• Family is an extremely important group in terms of consumer behaviour.

• Short time-scale

Answer explanation

Family has a strong influence on behaviour, in and out of the home.

Consumers use buying power to ______.

• ensure that organisations remain accountable to us as ordinary citizens and to society

• ensure that prices remain low and thus beneficial to the consumer

• exert pressure on firms to give the consumer what he/she wants   

Which is TRUE about hyper-consumption?

• It is the consumption of goods for non-functional purposes and the associated significant pressure to consume those goods exerted by the modern, capitalist society, as those goods shape one's identity.

• It is the official name for what is colloquially known as Black Friday.

• Hypermarkets first instigated the notion of hyper-consumption.   

• All answers are correct!

Answer explanation

Consuming is not about the decisions, it is about usage: and consumer behaviour happens with or without persuasion