PIB20903 - Quiz 1 - Topic 5 & 6

What is consumer behaviour?

• The study of how consumers invest in stocks

• The actions and decision processes involved in purchasing and using products

• The process of companies selecting their target market

• The design of advertisements for consumer products

Which of the following is NOT a psychological factor affecting consumer behaviour?

• Motivation

• Perception

• Social class

• Attitude

In the buyer decision process, which stage comes after the 'Evaluation of Alternatives'?

• Post-purchase behaviour

• Information search

• Purchase decision

• Need recognition

Which of the following is an example of habitual buying behaviour?

• Buying a car after extensive research

• Buying a new brand of chips for variety

• Buying toothpaste regularly without much thought

• Comparing different laptops before purchasing

What does 'positioning' mean in marketing?

• Deciding where to place advertisements

• The process of segmenting the market

• Arranging a product to occupy a distinctive place in consumers' minds

• Choosing a target market

What type of segmentation is based on consumers' lifestyles, personality, and values?

• Geographic segmentation

• Demographic segmentation

• Behavioural segmentation

• Psychographic segmentation

Which segmentation strategy considers factors like income, age, gender, and education?

• Behavioural segmentation

• Demographic segmentation

• Geographic segmentation

• Psychographic segmentation

Which of the following is an example of a differentiated (segmented) marketing strategy?

• A company sells the same toothpaste to all consumers

• A clothing brand offers different collections for teenagers and working professionals

• A luxury watch brand targets only high-income individuals

• A local bakery customizes cakes for individual customers

Which factor is NOT considered when selecting a target market?

• Market size and growth

• Segment attractiveness

• Competitor's stock price

• Company objectives and resources

What is a positioning map used for?

• To identify consumer needs and desires

• To visually represent how products are perceived compared to competitors

• To measure customer satisfaction levels

• To create advertising campaigns