Multiple Choice Questions
Each day millions of consumers make numerous decisions. These range from sizeable purchases such as buying a house to relatively inconsequential decisions such as when buying shoe polish to complex decisions about which coffee to order in Starbucks! And as the number of choices have increased exponentially, so have the number of decisions consumers have to make. This chapter is concerned with the ways consumers approach making purchase decisions and what their goals and motivations are.
1. What does CDP stand for?
- consumer decision process
- consumers’ daily purchases
- consumer decision platform
Answer: A
The others are invented and thus false in this context.
2. The consumption, spoilage, or wear and tear on the stock of goods within the individual’s assortment is a definition of ______.
- assortment extension
- assortment depletion
- income change
Answer: B
The assortment of the individual’s possessions has decreased, or been depleted.
3. Taking up a new hobby such as learning to windsurf is a result of ______.
- the psychology of simplification.
- the psychology of complication.
- a shift in the actual state.
Answer: B
The person is deliberately complicating his or her life, and making it more interesting.
4. Which of the following is TRUE?
- Information search comes before decision, but after need identification.
- Need identification comes after information search, but before decision.
- Need identification comes after decision, but before purchase.
Answer: A
The order is need identification, information search, decision, purchase, post-purchase activities.
5. High-involvement products are those that ______.
- have a lengthy and complex user manual
- have their attributes linked to functionality
- figure strongly in the individual’s lifestyle
Answer: C
The consumer knows a lot about these products and also has strong opinions about them.
6. ‘Decision Rules’ for purchasing are also called ______.
- risk reducers
- heuristics
- purchase regulations
Answer: B
The others are invented.
7. Inertia in decision-making means ______.
- resisting decisions which will lead to change
- making decisions out of habit rather than from any conscious loyalty
- a unwillingness to make a decision
Answer: B
Inertia is usually applied to regular, routine purchases of generic products.
8. Which of the following two values are a part of the five ‘Dimensions of Involvement’?
- pleasure value and sign value
- self value and ego value
- product value and purchase value
Answer: A
The others are invented.
9. Which of the following is TRUE?
- Brand switchers generally have low involvement.
- Routine brand buyers generally have low involvement.
- Brand loyalists generally have low involvement.
10. Increasing consumer involvement with the products will ______.
- enable the company to quickly gauge customer reactions
- create extra hassles for front-line sales staff
- make communications easier and loyalty levels higher
Web exercise
Visit https://marketingtechblog.com/pokemon-go/
How does ‘lure’ convert to sales? Could this model be used by other games? Will this contribute to customers becoming more loyal to particular brands apart from Pokémon Go?
