4. MKT 201 - Chapter 5 - Consumer Markets and Buyer Behavior

The 1st stage of the buyer-decision making process is need recognition, which statement best explains it?

• Need recognition occurs when the buyer is prompted by external factors such as advertisements or social influences to recognize a need.

• Need recognition is about researching solutions to a problem after purchasing a product.

• Need recognition occurs when the buyer recognizes a problem or need and recognizes the need for a particular product.

• Need recognition happens after the buyer evaluates all potential alternatives to solve a problem.

What is the difference between internal and external need recognition?

• Internal need recognition happens only when a consumer is influenced by advertising, while external need recognition is purely emotional.

• Internal involves the consumer realizing they need something, external involves the consumer not thinking about the product until they see it.

• Internal need recognition is about external factors like peer pressure, while external need recognition is about personal desires.

• Internal and external need recognition are the same and depend solely on the consumer’s impulse to buy a product.

The 2nd stage of the buyer-decision making process is information search, which statement best explains it?

• Information search is when the consumer searches for more information about the product and is dependent on the product itself and how much the consumer already knows.

• Information search is the process of obtaining details about the product from friends or family, with little or no use of external sources like advertisements.

• Information search happens when the consumer only looks for price comparisons and ignores other factors like features or quality.

• Information search happens after the consumer makes the purchase decision and begins looking for ways to justify their choice.

What is the difference between a product that has lower involvement compared to one of a higher involvement?

• Lower involvement products are based on emotional connections, while higher involvement products rely solely on rational decision-making.

• Lower involvement products are purchased impulsively, while higher involvement products require multiple decisions post-purchase.

• Lower involvement requires less information and is internal, whilst higher involvement requires more information search.

• Lower involvement products are rarely reconsidered once purchased, while higher involvement products are constantly evaluated even after purchase.

The 3rd stage of the buyer-decision making process is evaluation of alternatives, which statement best explains it?

• Evaluation of alternatives refers to the process of creating a list of every product available in the market, regardless of its relevance to the need.

• Evaluation of alternatives is when a consumer narrows down their options after purchasing and using the product.

• Evaluation of alternatives happens when a consumer decides to research all potential alternatives after they’ve chosen a preferred product.

• Evaluation of alternatives occurs when a consumer comes up with products as a result of the information search.

The 4th stage of the buyer-decision making process is purchase decision, which statement best explains it?

• Purchase decision occurs when the buyer evaluates multiple alternatives but delays making a decision until further feedback is obtained.

• Purchase decision is the buyer’s decision about which product to purchase.

• Purchase decision happens when the buyer finalizes payment and completes the transaction.

• Purchase decision is the process where the buyer decides whether or not to continue gathering information before selecting a product.

The 5th stage of the buyer-decision making process is postpurchase behavior, which statement best explains it?

• Postpurchase behavior occurs when consumers seek immediate feedback from peers before deciding to finalize their decision.

• Postpurchase behavior happens when consumers begin researching alternatives after making a purchase.

• Postpurchase behavior is when consumers decide whether to return the product based on price comparisons with competitors.

• Postpurchase behavior occurs when consumers take further action after purchase, based on their satisfaction or dissatisfaction.

Which statement about the buyer-decision making process is false?

• A consumer may go through the buyer decision process quickly depending on the product.

• The buying process starts before the actual purchase and continues after the actual purchase.

• An example of a lower involvement product is water, whist an example of a higher involvement product is real-estate properties.

• The buying decision process is shaped primarily by external influences and does not significantly involve personal cognitive evaluation.

Which of the following is not a cateogory in the adopter categories based on relative time of adoption innovations?

• Innovators

• Early adopters

• Mainstream

• Lagging adopters

One of the characteristics affecting consumer behavior is cultural, which statement best describes it?

• Culture is shaped primarily by economic factors and does not change over time.

• Culture is built over many decades, and marketers have to work with it rather than influence it.

• Culture is easily influenced by short-term advertising campaigns and trends.

• Culture is mainly a set of immediate, individual preferences that affect buying decisions.