Chapter 5: FINAL CONSUMERS & THEIR BUYING BEHAVIOR

What was a significant factor that initially hindered the adoption of MP3 players?

• Lack of storage capacity

• High prices of the players

• Complicated process of obtaining digital music files

• Limited availability of music in MP3 format

What did Apple offer that significantly changed attitudes towards digital music?

• Free MP3 players

• Legal downloads of songs at a reasonable price and easy organization of digital music

• MP3 players with significantly larger storage capacity

• Partnerships with music companies to give exclusive access to certain artists

Which of the following best describes "selective perception" in the context of consumer behavior?

• The tendency to only remember information that supports previously learned attitudes.

• The process by which consumers seek out information that interests them.

• The act of screening out or modifying information that conflicts with existing attitudes and beliefs.

• The behavior of consumers to buy products against their will due to marketing manipulation.

According to the text, what is the role of "cues" in the learning process?

• They are the internal drives that motivate a consumer.

• They are the satisfaction a consumer feels after making a purchase.

• They are products, signs, ads, or other stimuli in the environment that influence a response.

• They are the habits consumers develop after repeated reinforcement.

What changed consumers' attitudes about "owning" music?

• The decrease in the quality of digital music files

• The availability of free music downloads

• Streaming music services like Spotify and Pandora

• An increase in the price of digital music downloads

In the consumer decision process, what happens during the "Information Search" step?

• Consumers identify criteria for evaluating alternatives.

• Consumers recognize available options for meeting a need.

• Consumers seek information about solutions for their problem or about specific brands.

• Consumers consider the costs and benefits of various alternatives.

What is a key factor for Apple's continued success, according to the text?

• Maintaining high prices for their products

• Understanding consumer behavior and anticipating customer needs globally

• Focusing primarily on the U.S. market

• Limiting product variations to maintain exclusivity

What consumer behavior concept does the chapter emphasize is essential for effective marketing strategy planning?

• How consumers are influenced by competitor's pricing

• How target consumers buy and what factors affect their decisions

• The influence of advertising on consumer spending

• The impact of economic recessions on consumer confidence

What are "economic buyers" assumed to do?

• Buy the most expensive items to show status

• Make impulse purchases

• Logically compare choices to get the greatest satisfaction from their spending

• Prioritize emotional needs over practical needs

Which of the following is an example of an economic need?

• Status

• Convenience

• Love

• Self-expression