Principles of Marketing – MKG 201

Chapter 4 – Customer Analysis - Question Bank

Multiple choice questions & answers: [For Quiz] [Answers are marked in green and underlined]

1. Customer analysis helps to –

a. Understand the market
b. Understand the customers -
c. Understand the product
d. None of the above

2. Customer analysis helps in -

a. Understanding the unsatisfied needs of the customer
b. Effective marketing
c. Both a and b
d. None of the above

3. Types of customers include –

a. Domestic consumers
b. B2B consumers
c. Both a and b
d. None of the above

4. Toyota car company is a –

a. B2B customer to Michelin tyre company
b. B2C consumer to Michelin tyre company
c. Both a and b
d. None of the above

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5. Factors influencing consumer buying behavior –
a. Cultural, political and legal
b. Cultural, social and natural.
c. Cultural, social, personal, psychological
d. None of the above

6. A domestic consumer assumes the following buying roles while effecting a

buying decision –
a. Initiator and influencer
b. Initiator, influencer and user
c. Initiator, influencer, decider, buyer and user
d. All the above

7. In a complex buying behavior –

a. Consumers are highly involved and aware of significant differences
among brands
b. Consumers are not highly involved
c. Consumers are highly involved but not aware of differences among
brands
d. All the above

8. In dissonance reducing buyer behavior –

a. the consumers purchase first and then develop beliefs about the
product
b. Consumers develop beliefs first and then go in for purchase
c. Both a and b
d. None of the above

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9. In habitual buying behavior -
a. Products are bought under conditions of high involvement
b. Products are bought under conditions of low involvement
c. Both a and b
d. None of the above

10. In variety seeking buying behavior –

a. Less brand switching takes place
b. A lot of brand switching takes place
c. Both a and b
d. None of the above

Fill up the Blanks with most appropriate terms/words:

[Answers are marked in green and are underlined]

11. In B2B market buyers are few

12. In B2C market buyers are in large numbers

13. In B2B market buyers buy in large quantities.

14. In B2B market demand can be derived.

15. B2B customers involve in professional purchasing

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Short answer questions [For Mid Term 1, 2 and final examination]
16. List out the factors influencing consumer buying behavior. [Ans: Slide 3]
a. Cultural
b. Social
c. Personal
d. Psychological

17. List out the personal factors influencing domestic consumer buying behavior?
[Ans: see slide- 4]
 Age and life cycle stage
 Occupation
 Economic circumstances
 Life style
 Personality
 Self concept

18. List out the different types of buying behavior? [Ans: Slide-6]
 complex ‫ معقدة‬buying behavior,
 variety seeking
 dissonance reducing
 Habitual buying

19. List out the stages in domestic consumer buying decision process? [Ans: refer
slide 10].
 Need recognition
 Information search
 Evaluation of alternatives
 Purchase decision
 Post-purchase behavior
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20. List out any five characteristics of a B2B consumer [Ans: refer slide 11].
 Fewer buyers
 Larger buyers
 Supplier-customer relationship
 Derived demand
 Fluctuating demand
 Professional purchasing
 Several buying influences
 Miscellaneous characteristics
21. List out the factors influencing B2B buying behavior [Ans: refer slide 13].
 Environmental
 Organizational
 Interpersonal
 Individual

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