Consumer Behavior Review

Which of the following best describes demographics in consumer behavior?

• The study of personality traits and lifestyle choices

• The statistical characteristics of a population including age, gender, and income

• The geographical location of consumers

• The cultural values of different groups

Answer explanation

Demographics in consumer behavior refers to the statistical characteristics of a population, such as age, gender, and income. This data helps businesses understand their target market and tailor their strategies accordingly.

What is psychographics in consumer marketing?

• The study of consumer locations and living patterns

• Analysis of consumer spending habits only

• The study of psychological characteristics, lifestyles, and values

• Measurement of physical characteristics of consumers

Answer explanation

Psychographics in consumer marketing refers to the study of psychological characteristics, lifestyles, and values of consumers. This helps marketers understand consumer motivations beyond just demographics or spending habits.

When a consumer purchases a luxury car primarily to show their social status, this represents which type of buying motive?

• Rational motive

• Emotional motive

• Patronage motive

• Product motive

Answer explanation

The purchase of a luxury car to display social status is driven by feelings and personal identity, making it an emotional motive. Rational motives are based on logic, while patronage and product motives relate to brand loyalty and product features.

In the consumer decision process, which stage comes immediately after need recognition?

• Purchase decision

• Information search

• Post-purchase evaluation

• Alternative evaluation

Answer explanation

After need recognition, consumers enter the information search stage to gather data about products or services that can satisfy their needs, making it the immediate next step in the decision process.

Geographic segmentation in marketing refers to:

• Dividing markets based on consumer income levels

• Grouping customers by their shopping habits

• Categorizing markets by physical location and climate

• Analyzing consumers based on their age groups

Answer explanation

Geographic segmentation in marketing specifically involves categorizing markets based on physical location and climate, allowing businesses to tailor their strategies to different regions and environmental factors.

Which factor most influences the consumer decision process during economic downturns?

• Social status

• Personal preferences

• Price sensitivity

• Brand loyalty

Answer explanation

During economic downturns, consumers become more price sensitive as they prioritize affordability over other factors like brand loyalty or personal preferences. This shift significantly influences their purchasing decisions.

Which stage of the consumer decision process involves comparing different product features?

• Need recognition

• Evaluate alternatives

• Purchase action

• Information gathering

Answer explanation

The stage 'Evaluate alternatives' involves comparing different product features to determine which option best meets the consumer's needs, making it the correct choice for this question.

A consumer's lifestyle is best defined as:

• Their income level only

• Their shopping frequency

• Their patterns of living expressed through activities and interests

• Their geographic location

Answer explanation

A consumer's lifestyle encompasses their patterns of living, including activities and interests, rather than just income, shopping frequency, or geographic location. This choice best captures the essence of lifestyle.

The post-purchase evaluation stage is important because:

• It determines initial product cost

• It influences future buying decisions

• It affects store inventory

• It determines shipping costs

Answer explanation

The post-purchase evaluation stage is crucial as it influences future buying decisions. Customers reflect on their experiences, which can affect their loyalty and choice in subsequent purchases.

When people make purchases on the basis of reason or logic, they are using ___________ buying motives.

• rational

• emotional

• patronage

• inappropriate

Answer explanation

When people make purchases based on reason or logic, they are using rational buying motives. This contrasts with emotional motives, which are driven by feelings. Therefore, the correct answer is 'rational'.