Consumer Behaviour

Q1. The study of Consumer Behaviour focuses on how individuals make decision?

a) Communication

b) Resources availability

c) Shared experiences

d) Induced purchases

Correct Answer: b) Resources availability

Q2. The decision process is

a) Mental activity

b) Physical activity

c) Both (a and b)

d) None

Correct Answer: c) Both (a and b)

Q3. Three elements of perception are

a) Sender, process and receiver

b) Input, process and output

c) Stimuli, perceptual and cognition

d) Cognition, understanding and learning

Correct Answer: c) Stimuli, perceptual and cognition

Q4. Learning

a) the change in thought process and behaviour

b) the change in mood

c) change in eating habit

d) change in communication

Correct Answer: a) the change in thought process and behaviour

Q5. Consumer Decision making process does not include

a) Need recognition

b) Pre-purchase

c) Evaluation of alternatives

d) Message order

Correct Answer: d) Message order

Q6. Message factors does not include

a) Structure

b) Order

c) Message code

d) Encoding

Correct Answer: d) Encoding

Q7. An audience having a high level of interest in subject being presented

a) Anti-climax

b) Climax

c) Pyramidal

d) Horizontal

Correct Answer: b) Climax

Q8. Types of Message Structure

a) One sided and Two sided

b) Multisided

c) Diagonal

d) Free-flow

Correct Answer: a) One sided and Two sided

Q9. ELM Model depends on the level of

a) Income

b) Anxiety

c) Status

d) Involvement

Correct Answer: d) Involvement

Q10. Sleeper Effect

a) Forget the message

b) Forget the situation

c) Forget the source

d) Forget the importance

Correct Answer: c) Forget the source

Q11. VALS is abbreviation for

a) Visual Artificial Lifestyle Segmentation

b) Value and Lifestyle Segmentation

c) Virtual Appreciation Lifestyle Segmentation

d) Value and Life Segment

Correct Answer: b) Value and Lifestyle Segmentation

Q12. Which of these is not a classification of Social Class?

a) Upper-Upper

b) Lower-Middle

c) Upper-Middle

d) Super-Upper

Correct Answer: d) Super-Upper

Q13. Define Reference Group

a) Reference groups are the groups that one refers to as one’s group of enemies

b) Reference groups are the groups that you refer to as your group of friends

c) Reference groups are groups that serve as frames of reference for individual in their
purchase

d) Reference group acts as socialization

Correct Answer: c) Reference groups are groups that serve as frames of reference for
individual in their purchase

Q14. Which of these is not a type of family?

a) Nuclear Family

b) Group of people

c) Extended Family

d) Joint Family

Correct Answer: b) Group of people

Q15. Who are opinion leaders?

a) Opinion Leaders are remarkably exceptional and are a credible source of information

b) Opinion Leaders cannot be considered as a credible source

c) Opinion Leaders are political leaders

d) Opinion Leaders are biased

Correct Answer: a) Opinion Leaders are remarkably exceptional and are a credible
source of information

Q16. Diffusion Process

a) It is concerned with how industrialization spreads

b) It is concerned with how intuition spreads

c) It is concerned with how information spreads

d) It is concerned with how innovation spreads

Correct Answer: d) It is concerned with how innovation spreads

Q17. The VALS System breaks consumers into

a) Seven Groups

b) Eight Groups

c) Six Groups

d) Nine Groups

Correct Answer: b) Eight Groups

Q18. What culture is not?

a) invented

b) learnt

c) mastered

d) socially shared

Correct Answer: c) mastered

Q19. Differential threshold is

a) the minimum difference the goes undetected between two stimuli

b) the minimum difference that goes undetected between two stimuli

c) the maximum difference that can be detected between two stimuli

d) the minimum difference that can be detected between two stimuli

Correct Answer: d) the minimum difference that can be detected between two stimuli

Q20. Elements of learning process are

a) Drives, Cues, Response and Reinforcement

b) Communication, Cognition, Feedback and Implementation

c) Consultation, Reconsideration, Improvement and Comeback

d) Drives, Cues, Reestablishment and Reinstitution

Correct Answer: a) Drives, Cues, Response and Reinforcement

Q21. Attitude theory doesn’t include

a) congruity theory

b) balance theory

c) cognitive dissonance theory

d) psychological theory

Correct Answer: d) psychological theory

Q22. Motivational theory

a) Maslow’s Need theory

b) Magic Bullet theory

c) Emotional Appeals theory

d) Cognitive Dissonance theory

Correct Answer: a) Maslow’s Need theory

Q23. Psychoanalytic Personality Theory doesn’t include

a) Id

b) Ego

c) Super Ego

d) Child Ego

Correct Answer: d) Child Ego

Q24. Tri-component attitude model consists of three major components

a) Cognitive, Communication and Connotive

b) Cognitive, Effective and Connotive

c) Communication, Learning and Personality

d) Listening, Cognitive and Communication

Correct Answer: b) Cognitive, Effective and Connotive

Q25. Adoption Process

a) Acceptance and continued use of a product by an individual is referred to Adoption

b) Rejection and discontinued use of a product by an individual is referred to Adoption

c) Rejection and discontinued use of a product by a group is referred to Adoption

d) The process of undertaking the responsibility of a child is referred to Adoption

Correct Answer: a) Acceptance and continued use of a product by an individual is

referred to Adoption
 Subject: consumer behaviour

( module 1 and market segmentation)

Class: TYBMM

Semester: V

Q.1) Any individual who purchases goods and services from the market for his/her end-use is
called a..................

a. Customer

b. Purchaser

c. Consumer

d. Seller

ANS: a. Customer

Q.2) --------- is nothing but willingness of consumers to purchase products and services as per
their taste, need and of course pocket.

a. Consumer behavior

b. Consumer interest

c. Consumer attitude

d. Consumer perception

ANS:b. Consumer interest

Q.3) ----------- is a branch which deals with the various stages a consumer goes through before
purchasing products or services for his end use.

a. Consumer behavior

b. Consumer interest

c. Consumer attitude

d. Consumer perception
ANS: a. Consumer behavior

Q.4) -------------- refers to how an individual perceives a particular message.

a. Consumer behavior

b. Consumer interest

c. Consumer attitude

d. Consumer interpretation

ANS: d. Consumer interpretation

Q.5) “----------- is the action and decisions process or people who purchase goods and services
for personal consumption.”

a. Consumer behavior

b. Consumer interest

c. Consumer attitude

d. Consumer interpretation

ANS: a. Consumer behavior

Q.6) ________________ emphasize(s) that profitable marketing begins with the discovery and
understanding of consumer needs and then develops a marketing mix to satisfy these needs.

a. The marketing concept

b. The strategic plan

c. The product influences

d. The price influences.

ANS: a. The marketing concept

Q.7) ________________ is one of the most basic influences on an individual’s needs, wants,
and behaviour.

a. Brand
b. Culture

c. Product

d. Price

ANS: b. Culture

Q.8) In terms of consumer behaviour; culture, social class, and reference group influences have
been related to purchase and _______________.

a. Economic situations

b. Situational influences

c. Consumption decisions

d. Physiological influences

ANS: c. Consumption decisions

Q.9) Many sub-cultural barriers are decreasing because of mass communication, mass transit,
and a ___________________.

a. Decline in the influence of religious values

b. Decline in communal influences

c. Strong awareness of brands in the market

d. Strong awareness of pricing policies in the market

ANS: a. Decline in the influence of religious values

Q.10) ___________ develop on the basis of wealth, skills and power.

a. Economical classes

b. Purchasing communities

c. Competitors

d. Social classes

ANS: d. Social classes

Q.11) _____________ (is) are transmitted through three basic organizations: the family, religious
organizations, and educational institutions; and in today’s society, educational institutions are
playing an increasingly greater role in this regard.

a. Consumer feedback

b. Marketing information systems

c. Market share estimates

d. Cultural values

ANS: d. Cultural values

Q.12) All of the following would be among the chief factors to consider when choosing a
market-coverage strategy EXCEPT:

a. organizational culture.

b. product variability.

c. product’s life-cycle.

d. market variability.

ANS: a. organizational culture.

Q.13) The way the product is defined by consumers on important attributes is called
________________.

a. market segmentation

b. image psychology

c. product position

prod. market targeting

ANS: c. product position

Q.14) The positioning task consists of three steps. Which of the following does not belong?

a. Identifying a set of possible competitive advantages upon which to build a position.

b. Choosing the right competitive advantages.

c. Comparing the position with ethical and legal guidelines established by the trade.

d. Selecting an overall positioning strategy

ANS: c. Comparing the position with ethical and legal guidelines established by the trade.

Q.15) The key to winning and keeping customers is to understand their needs and buying
processes better than competitors do and:

a. advertise constantly to let customers know about changes in products and services

b. hire the best sales people.

c. have an updated Web presence

d. to deliver more value.

ANS: d. to deliver more value.

Q.16) Product differentiation can be along all of the following lines EXCEPT:

a. consistency

b. durability

c. reliability

d. competitive parity.

ANS: d. competitive parity.

Q.17) Gaining competitive advantage through speedy or careful delivery is an example of which
type of differentiation?

a. product

b. services

c. personnel

d. Image

ANS: b. services

Q.18)The strategy of choosing one attribute to excel at to create competitive advantage is known
as (the):
a. unique selling proposition

b. under positioning.

c. over positioning.

d. confused positioning.

ANS: a. unique selling proposition

Q.19) In general, a company needs to avoid three major positioning errors. Which of the
following is NOT one of those errors?

a. Under positioning

b. repositioning

c. over positioning

d. confused positioning

ANS: b. repositioning

Q.20) In determining which differences to promote, focusing on a difference that delivers a

highly valued benefit to target buyers would mean selecting the difference that is most:

a. important

b. distinctive

c. superior

d. communicable

ANS: a. important

Q.21) Choosing a product difference that competitors cannot easily copy would be which kind of
differentiation criterion?

a. important

b. distinctive

c. superior

d. preemptive
ANS: d. preemptive

Q.22) A brand’s _____________ is the full positioning of the brand—the full mix of benefits
upon which it is positioned.

a. distinctive proposition

b. preemptive proposition

c. value proposition

d. superior proposition

ANS: c. value proposition

Q.23) _____________ factors are the most popular bases for segmenting customer groups.

a. Geographic

b. Demographic

c. Psychographic

d. Behavioral

ANS: b. Demographic

Q.24) All of the following would be ways to segment within the category of behavioral variable
segmentation EXCEPT:

a. occasions

b. user status.

c. loyalty status

d. lifestyle

ANS: d. lifestyle

Q.25) Age is often a poor predictor of a person’s life-cycle, health, work, or family status.

Therefore, when using age and life-cycle segmentation, the marketer must guard against:

a. stereotyping.
b. gender bias.

c. racial bias.

d. intellectual bias.

ANS: a. stereotyping.
MCQs on Communication, Persuasion, ELM

1. Marketing communications play a critical role in informing consumers about

_____________ including where they can be purchased and in creating favorable images
and perceptions.
a.Buying their products
b.Price reductions
c.Products and services
d.The advantage over competition
Ans: c
2. If your friend manages to convince you of something by using a very long list of
arguments in favor of the said product, which route to persuasion is in effect?
a. Central route
b. Peripheral route
c. Both routes simultaneously
d. It depends

a. Answer: Central route

3. What are the main routes in the elaboration likelihood model?

a. Attitude change and peripheral route
b. Persuasive communication and attitude change
c. Central route and persuasive communication
d. Peripheral route and central route

Answer: d Peripheral route and central route

4. The elaboration likelihood model is a model of ______ .

a. Attitude
b. Motivation
c. Persuasion
d. Knowledge
Answer: d. Persuation

5. The credibility of the source begins to fade away after a period of time; This has been
termed as the:
a) Sleeper effect
b) Levelling
c) Amplification
d) None of the above.
Answer: a Sleeper effect
 6. __________is the process through which individuals transmit information

a) Communication.
b) Noise.
c) Feedback.
d) Understanding.

Answer: a Communication.

7. ___________is part of the communication process where receivers unpack the various
components of the message and begin to make understand and give the message
meaning:
a) Encoding.
b) Decoding.
c) Transfer.
d) Noise.

Answer: b Decoding

8. .__________ is the component of the communication process where the goal is to create
a message that is capable of being easily understood by the receiver.

a) Encoding.
b) Decoding.
c) Transfer.
d) Feedback.

Answer: a Encoding

9. ___________ part of the communication process by which the sender gets to know of the
receivers’ reaction to his message.
a) Encoding.
b) Decoding
c) Transfer.
d) Feedback.
Answer: d feedback

10. Which of the following sources is considered the most persuasive form of
communication?
 a. formal sources

b. not for profit organizations

c. a parent
d. word of mouth
Answer: d

11. The medium or communication channel can be impersonal, like _____, or interpersonal,
like _____.
a. telephone conversations with a salesperson; mass media
b. a face to face conversation with a salesperson; print media
c. billboards; an online chat with a salesperson
d. mass media; newspaper ad
Answer c

12. Kiran is highly involved is a purchase decision for a new car. She has searched the
Internet, visited car dealerships, talked to friends and family, and paid attention to
advertisements. According to the elaboration likelihood model, by which route is Kiran
likely to be persuaded?
a. primary route
b. direct route
c. central route
d. peripheral route

Answer: c central route

13. Aakash is watching television when a commercial for a brand of bathroom cleaner comes
on. He is not very interested in the product category, but the ad was entertaining and
made him laugh. As a result, he had a positive attitude toward the brand of cleaner
advertised. According to the elaboration likelihood model, which route to persuasion
influenced him?
a. primary route
b. secondary route
c. central route
d. peripheral route

Answer: d peripheral route

14. The source of a communication represents _____.

 a. “how” a message is communicated
b. “who” delivers the message
c. the “what” of the message
d. the “when” of the message

Answer: a who

15. For years, L'Oreal hair color would say in their ad that L'Oreal is “expensive, but you're
worth it.” This is an example of which type of advertisement?
a. truthful message
b. one-sided message
c. two-sided message
d. negative/positive message

Answer: c two-sided message

16. _____ consists of trustworthiness and expertise.

a) A two-sided message
b) The two routes to persuasion
c) Message appeal
d) Source credibility

Answer: d Source credibility

17. Appeal characteristics represent _____ a message is communicated.

a) by whom
b) when
c) where
d) how

Answer: d how

18. Credible communicators are both ______________ and _______________.

a. expert; attractive
b. intelligent; mature
c. attractive; intelligent
d. expert; trustworthy

Answer d: expert, trustworthy

 19. Communicators who talk fast and look the listener in the eye are likely to be perceived as
more ________.

a. selfish
b. credible
c. manipulative
d. attractive
Answer b: credible

20. Which of the following most clearly demonstrates the "sleeper effect"?

a. unsuspecting people often fail to distinguish education from propaganda

b. a foreign language can be acquired by listening to records while one sleeps
c. the impact of a non credible person may increase over time
d. people who are not alert rarely counter-argue

Answer: c

21. One reason informal sources are considered credible is because:

a. they usually know most about products.
b. they speak out of personal experience.
c. they have no direct gain from recommending a
product.
d. all of the above

Answer: d

22. People may be more likely to be influenced by peripheral cues such as the appeal of the
communicator when they are
a. Not too involved in the issue and are image-conscious
b. highly involved in the issue
c. analytically inclined
d. in genuine conflict over the merits of the arguments

Answer: a

23. You have been asked to design an advertising campaign urging people to stop drinking
smoking. Which appeal would you use to make your message most effective.
a. Abrasive advertising
b. rational appeal
c. fear appeal
d. humor appeal
Answer: c
24. Communication is a tool marketers use to persuade consumers to act in a desired way.
Communication takes many forms; it can be all the following except__________
a. verbal.
b. visual.
c. systematic.
d. symbolic.

Answer: d symbolic.

25. Which of the following statements about communication process is untrue?

a. communication channel should chosen depending on the receivers
b. . The messages should be designed in a way that can easily be understood by the
receivers.
c. Feedback is shouldn’t be given much attention.
d. Consumers should hear one voice and not a range of disparate message and
marketing
Answer: a
Consumer Behavior : Multiple Choice Questions

Name of the prof: Sagar Karkhanis

No of question: 25

Topic : personality

1. ______________ is a person’s unique psychological characteristics that lead to relatively

consistent and lasting responses to his or her own environment.

a. Psychographics
b. Motives
c. Personality
d. Lifestyle.

Ans :C

2. . Consumers often choose and use brands that consistent with how they see themselves, this is
called _________

a. actual self concept

b. ideal self concept

c. others self concept

d. prohibitive self concept

Ans :A

3. All individuals have internal characteristics which are known as

a. personality types

b. Attitude

c. Traits

d. both a and c

Ans :c

4. Which of the following about the Freudian Theory is true ?

a) unconscious needs or drives lie at the heart of human personality.

b) the socialization process has a huge impact on individual personality.

c) personality traits determine ones’ personal make-up.

d) None of the above.

Ans : a

5. consumers themselves are often unaware of the true reasons for buying a particular product or
brand”.who said this

a. Freud
b. Adler

C Roger

d.Non

Ans : a

6. What name did Freud give to his model of the mind which comprised the Id, Ego and Superego

a. Topographical model

b. Genetic model

c. Unconscious model

d. Structural model

Ans :C

7. Which of the following is the personality Trait

a.Dogmatism

b. Achievement drive

c. Introverts

d. Aggression

Ans :a

8.______________ helps a marketer to assess a consumers’ willingness to buy a new product

a.Dogmatism

b. Innovativeness

c, Self Directedness

d.Social Character

ANS :a

9. ________________is illustrative of a persons’ feeling of patriotism, and a

resultant desire to accept or reject foreign made products and/or brands.

a. ethnocentrism

b. Openness to experience –

c. Variety novelty seeker;

d.-Conscientiousness

Ans :a

10. The self-concept comprises two components, viz., the ____________, and the

“ideal self”.
a.True Self

b. real self

c.multiple self

d.Complex self

Ans: b

11 Consumer’s also exhibit _______________, and the same consumer could act

differently at different times with different people.

a.True Self

b. real self

c.multiple self

d.Complex self

Ans : c

12. __________________refers to a set of characteristics/qualities similar to human

beings that become associated with a brand.

a. Brand personality

b. Brand Building

c. Brand Image

d. Ideal Brand

ANS : a

13. Based on the traits, the consumers can be classified into groups, labeling the

consumers as being of a certain personality _______________

a) type

b) group

c) class

d) none of the above.

Ans : a

14. When a person forms a product attitude not because of the objective benefits, but
because of what the product says about

the person, then the attitude serves a…

a.utilitarian function.
b.ego-defensive function.

c.value expressive function.

d.knowledge function.

Ans :C

15. Traits that can help defining someones personality includes

a. self-confidence and dominance

b. defensiveness and adaptability

c. scalability and autonomy

d. all of above

ans:a

16. A personality trait that measures the level or amount of novelty or complexity

that individuals seek in their personal experiences

a.Dogmatism

b.Social character

c.Need for uniqueness

d.Optimum stimulation level

ans :c

17. According to Freud, an adult's personality is determined by how well they deal

with the crises that are experienced while passing through each of five stages.

These stages are:

a.oral, anal, phallic, prepotent and genital

b.oral, anal, phallic, latent and genital

c.oral, anal, phallic, neurotic and impotent

d.none of the above

Ans:b

18. Which of the following is a definition of personality?

a) A learned disposition to act in a consistently favourable way towards a brand.

b) The combination of the characteristic patterns of thoughts, feelings, and

behaviours that make an individual's distinctive character.

c) The processes that cause people to behave in a particular way.

d) All the above

ans a.

19 Innovators possess certain personality traits. Which is the trait that they do not possess?

a. Low on dogmatism

b. High on brand loyalty

c. Risk takers

d. Variety novelty seekers

ans : a

20. A persons craving for or enjoyment of thinking is called

a. sensation seekers

b. need for cognition

c.need for uniqueness

d. verbalisers

and ;b

21According to Karen Horney .Individuals who move against others are called

a. Compliant

b. Aggressive individual

c. Detached individual

d. Socialised individual

Ans:b

22.The degree to which a consumer is attached to worldly possessions is called

a. consumer innovativeness

b. consumer materialism

c .consumer ethnocentrism

d.consumer innovativeness

Ans:b

23.A willingness of the consumer to go to considerable lengths to secure additional

information of the product category are called

a. Fixated consumption behaviour

b. Compulsive Consumption behaviour

c. Aggressive consumption behaviour

d. Normal Consumption behaviour

Ans:a

24. Many consumer express their inner feelings about producta and brands in terms of their
association with known personalities this is called

a. Brand Personification

b.Product Anthropomorphism

c. Brand Personality

d.Product Personality

Ans:a

25.The concept in which the consumers feel how other sees themselves is called

a. Actual self image

b. ideal self image

c.social self image

d. expected self image

Ans:c.
 Topics- Attitude and Social Class

1) An attitude comprises of?

A. Learned predisposition.
B. Opinion.
C. Inconsistent Behaviour.
D. Mind set.

Answer : A

2) A model that proposes that an attitude consists of three components.

A. Tri-component Model.
B. Multi-attribute Model.
C. Attitude-Towards-Behaviour.
D. Three Stage Model.

Answer : A

3) Emotions and feelings about a product or brand.

A. Conative.
B. Affective.
C. Cognitive.
D. Situational.

Answer : B

4) Intention to purchase a brand.

A. Conative.
B. Affective.
C. Intentional.
D. Cognitive.

Answer : A

5) Harry wishes to purchase a new laptop. He compares different brands & features before making
a choice. Which part of the Tri-Component Model is he applying?
A. Conative.
B. Affective.
C. Cognitive.
D. Attitudinal.

Answser : C

6) A theory that incorporates cognitive, affective & conative components and addition subjective
norms in attitude formation.
A. Theory of Trying to consume.
B. Theory of Reasoned Action.
C. Theory of Trying to process.
 D. Theory of Trying to Act.

Answer : B

7) An attitude function that maintains that attitudes reflect consumer values & beliefs.
A. Value Expressive Function.
B. Knowledge Function.
C. Ego-Defensive.
D. Associative Function.

Answer : A

8) An attitude function that maintains people form attitudes to protect themselves.

A. Value Expressive Function.
B. Ego-Defensive Function.
C. Dissociative Function.
D. Knowledge Function.

Answer : B

9) Consumers holding conflicting thoughts about a belief or attitude object.

A. Cognitive Disturbance.
B. Cognitive Imbalance.
C. Cognitive Association.
D. Cognitive Dissonance.

Answer : D

10) Cognitive Dissonance that occurs after a purchase.

A. Pre-purchase Dissonance.
B. Cognitive Disagreement.
C. Cognitive Association.
D. Post-Purchase Dissonance.

Answer : D

11) An advertising appeal where marketers proclaim that their products are better than competing
brands.
A. Comparative Advertising.
B. Superiority Advertising.
C. Social Cause Advertising.
D. One-sided Advertising.

Answer : A

12) A learned predisposition to behave in a consistently favourable or unfavourable way towards a

given object.
A. Motivation.
B. Attitude.
 C. Personality.
D. Perception.

Answer : B

13) An attitude function that reflect the utility that brands provide.
A. Knowledge Function.
B. Ego-Defensive Function.
C. Utilitarian Function.
D. Value Function.

Answer : C

14) Aniket has made a down payment for an expensive brand of car. He now begins to think that he
should purchase another brand of car.
The above is an example of?
A. Cognitive Dissonance.
B. Cognitive Affirmation.
C. Cognitive Association.
D. Cognitive Disagreement.

Answer : A

15) Division of members of a society into hierarchy of distinct status classes.

A. Social Class.
B. Social Status.
C. Social Division.
D. Social Hierarchy.

Answer : A

16) Which from the below list is basis of measuring social class?
A. Income.
B. Death rate.
C. Birth rate.
D. Job oppourtutnies.

Answer : A

17) The opportunity to move from a lower class to a higher class.

A. Higher mobility.
B. Downward movement.
C. Upward mobility.
D. Lower movement.

Answer : C

18) Downward movement on the social ladder.

A. Higher order.
 B. Downward mobility.
C. Upward mobility.
D. Lower order.

Answer :

19) Households that have large disposable incomes.

A. Middle Class.
B. Affluent Class.
C. High Class.
D. Lower Class.

Answer : B

20) A class very well – versed with latest technology.

A. Technical Class.
B. Techno Class.
C. Upper Class.
D. Lower Class.

Answer : A

21) A process by which one person informally influences others.

A. Leadership.
B. Opinion Leadership.
C. Informal Leadership.
D. Formal Leadership.

Answer : B

22) A person who influences opinion & choices online.

A. Influencer.
B. Opinion Leader.
C. Effective Leader.
D. Consumer Influencer.

Answer : D

23) A process through which consumers acquire knowledge from experiences with products &
observation of others consumption.
A. Behavioural Learning.
B. Consumer Learning.
C. Associative Learning.
D. Permanent Learning.

Answer : B

24) A form of learning based on trial and error.

A. Stimulus Centralisation.
 B. Instrumental Conditioning.
C. Classical Conditioning.
D. Stimulus Discronomation.

Answer : B

25) A form of learning that occurs when people observe and later imitate observed behaviours.
A. Observational Learning.
B. Classical Learning.
C. Instrumental Learning.
D. Instrumental Learning.

Answer : A

26) A storehouse where information is stored for days, months and years together.
A. STM.
B. LTT.
C. LTM.
D. Sensory Register.

Answer : C
 Consumer Behaviour
Multiple Choice Questions

Name of the prof:_Kalpana Rai Menon

No of question: 25

Unit:_Module III - Motivation

1. Motivation stems from Marks

a. Motive
b. Unfulfilled desire 2
c. Action
d. Tension
Answer b.Unfulfilled desire

2. Food, clothing, shelter are examples of which kind of need?

a. Acquired needs 2

b. Secondary needs
c. Motives
d. Primary needs
Answer d. Primary needs

3. Behaviour towards goal fulfillment is affected by which of the following? 2

a. Tension reduction
b. Unfulfilled needs
c. Cognitive process
d. Valence
Answer c. Cognitive process

4. Motivation to buy a toothpaste to avoid tooth ache is an example of? 2

a. Deviation
b. Positive motivation
c. Expectancy

Page 1 of 7
 d. Negative motivation
Answer d. Negative motivation

5. Television exposing the consumer to various life style and products and 2
inducing arousal of motives is an example of
a. Emotional arousal
b. Environmental arousal
c. Physiological arousal
d. Cognitive arousal
Answer b. Environmental arousal

6. Consumers selecting goals based on objective criteria like size, weight, price, 2
feature utility is an example of
a. Balanced motive of purchase
b. Rational motive of purchase
c. Social motive of purchase
d. Subconscious motive of purchase
Answer b. Rational motive of purchase

7. Running for charity is an example of which hierarchy of need? 2

a. Social need
b. Ego & Esteem need
c. Self actualization
d. Safety needs
Answer c. Self actualization

8. Becoming a member of Rotract Club is an example of 2

a. Safety Need
b. Social Needs
c. Esteem Need
d. Self actualization need
Answer b. Social Needs

Page 2 of 7
9. Higher order needs become the driving force behind the human behavior as 2
lower order needs are satisfied. This is given in
a. ERG theory of motivation
b. Vrooms theory of motivation
c. Maslows Need hierarchy theory
d. Herzbergs theory of motivation
Answer c . Maslows Need hierarchy theory

10. TRIO of needs theory was given by 2

a. Alderfer
b. Maslow
c. Vroom
d. McClelland
Answer d. McClelland

11. To have control over other people and objects in the environment refers to 2
the
a. Ego & esteem needs
b. Social needs
c. Need for achievement
d. Need for power
Answer d. Need for power

12. Advertising appeals emphasizing new innovations, or risk taking and self 2
confidence cater to the consumers _______
a. Physiological need
b. Need for achievement
c. Need for power
d. Need for affiliation
Answer b. Need for achievement

13. The aspect of frustration arising from a purchase has been emphasized in ___ 2

Page 3 of 7
 a. Maslows need hierarchy theory
b. Theory of need achievement
c. ERG Hierarchy of needs
d. Herzbergs two factor theory
Answer c. ERG Hierarchy of needs

14. Sellers should do their best to avoid ______, because though they cannot sell 2
the product, they could easily unsell it.
a. Emotional triggers
b. Satisfiers
c. Dissatisfiers
d. Dissonance
Answer c. Dissatisfiers

15. According to the _____ theory, individual’s motivation is based on the 2

expectation from a particular behavior.
a. Vroom’s theory
b. TRIO of needs theory
c. Herzbergs theory
d. ERG Theory
Answer a. Vroom’s theory

16. Satisfiers refer to the following group of needs 2

a. Self actualization, Esteem Social
b. Esteem, Social, Physiological
c. Social, Physiological, Growth
d. Social, Physiological, Existence
Answer a. Self actualization, Esteem Social

17. Following is an example of Intrinsic motivation 2

a. Grade
b. Praise
c. Career

Page 4 of 7
 d. Interest
Answer d. Interest

18. Self-desire to seek out new things and new challenges to analyze one’s 2
capacity, to observe and gain knowledge refers to

a. Social needs
b. Intrinsic motivation
c. Extrinsic motivation
d. Self actualization
Answer b. Intrinsic motivation

19. Which of the following is not true about intrinsic motivation? 2

a. It is long lasting
b. It is self sustaining
c. Used when extrinsic motivation doesn’t suffice
d. Is a tedious task to promote
Answer c. Used when extrinsic motivation doesn’t suffice

20. Which of these does not belong to acquired needs 2

a. Need for power
b. Need for self actualization
c. Need for achievement
d. Need for affiliation
Answer b. Need for self actualization

21. ‘You don’t think you will get the outcome even if you do the required work is 2
an example of
a. Low valence
b. Low Expectancy
c. Low instrumentality
d. Low Esteem
Answer c. Low instrumentality

Page 5 of 7
22. ‘You really want the outcome’ refers to
a. High valence
b. High Expectancy
c. High instrumentality
d. High desire
Answer a. High valence

23. The _____ theory focuses on employees perception that they are being 2
treated fairly
a. Theory of Self actualisation
b. ERG theory
c. Equity theory
d. Vrooms theory
Answer c. Equity theory

24. Tension due to unfairness motivates people to bring their situation into equity. 2
The probable outcome would be
a. Increase in input
b. Decrease in input
c. Increase in expectation
d. Decrease in output
Answer b. Decrease in input

25. Which of the following statements are true about Alderfers thepry of 2
motivation
a. As higher needs get satisfied, they become more intense

b. Mirrors organizational hierarchy

c. Not everyone is motivated by the same things (depends where you are
in the hierarchy)
d. Frustration cause increase in motivation

Answer d Frustration cause increase in motivatio

Page 6 of 7
Page 7 of 7
 Consumer Behavior : Multiple Choice Questions

Name of the prof: Sagar Karkhanis

No of question: 25

Topic : FLC and Reference Group

1. Two or more individual, living together who are related to each other by blood or marriage or
adoption called _______________
a. group
b. family
c. friends
d. culture
Ans : b

2. Traditional Family Life Cycle consists of ____________ basic stages.

a. 3
b. 4
c. 6
d. 5
Ans : d

3. __________________ is the first stage of FLC

a. Honeymooners
b. Bachelorhood
c. Parenthood
d. Empty Nest
Ans : b

4. Which stage of FLC starts immediately after marriage?

a. Bachelorhood
b. Honeymooners
c. Parenthood
d. Empty Nest
Ans : b

5. Johnson and Johnson target ______________ group.

Page 1 of 6
 a. Honeymooners
b. Parenthood (Full Nest I)
c. Parenthood (Full Nest II)
d. Post Parenthood ( Full Nest III)
Ans : b

6. Which statement is not correct about FLC?

a. There are two types of FLC
b. In bachelorhood stage consumer spent major part of income on personal care products.
c. HDFC insurance target honeymooner group
d. Post parenthood phase gives parents to spend time or income for themselves.
Ans : c

7.The first social interaction for an individual is the _________

a. family
b. school
c. friends
d. group
Ans : a

8. ________________ is the one who acts to prevent or discourage a purchase.

a. Influencer
b. Gatekeeper
c. Decision Maker
d. Users
Ans : b

9. Two or more individual who interact to accomplish either individual or mutual goal called
_________
a. Group
b. Culture
c. Family
d. Friends
Ans : a

10. ___________ reference group influences general values or behavior of an individual.

Page 2 of 6
 a. Comparative
b. Normative
c. Indirect
d. Direct
Ans b

11. As a form of a reference group, the _______________ are ones to which the individual wishes
to belong.
a. secondary groups

b. facilitative groups
c. aspiration groups
d. primary groups
Ans : c

12. ___________ groups have emerged through internet.

a. Virtual
b. Work
c. Shopping
d. Friendship
Ans : a

13. Many beauty products, cosmetic have ___________ endorsement.

a. Common man
b. Celebrity
c. Expert
d. Executive
Ans : b

14. ‘Ads showing a housewife removing stubborn stain using a detergent’ - is an example of
___________
a. Celebrity appeal
b. Expert appeal
c. Common man appeal
d. Executive and spokesperson appeal
Ans : c

Page 3 of 6
15. Which statement is not correct?
a. Groups help in meeting peoples need to be involved in social activities.
b. Groups acts a vehicle of socialization
c. Groups help escape from usual work environment
d. Groups does not help in decision making process
Ans : d

16. ______________ means who discontinues the use of a product.

a. Maintainers
b. Disposer
c. Buyer
d. Gatekeeper
Ans : b

17. ______________ is the last stage of FLC

a. Honeymooners
b. Bachelorhood
c. Parenthood
d. Dissolution
Ans : d

18. Movie stars, sport personalities come under______

a. Direct reference group
b. Indirect reference group
c. Aspirational reference group
d. Disclaimant reference group
Ans : b

19. Even though buying roles in the family change constantly, the ___________ has traditionally
been the main purchasing agent for the family.
a. Wife

b. husband
c. teenage children
d. grandparent
Ans : a

Page 4 of 6
20. ________________ can be a powerful force in creating interest or actions with regards to
purchasing goods and services.
a. Celebrities
b. Common Man
c. Expert
d. None of the above
Ans : a

21. ______________ is the example of expert appeal.

a. Knorr endorsed by chief Pankaj
b. Pantene shampoo endorsed by Shilpa
c. JIO endorsed by Nita Ambani
d. None of the Above
Ans : a

22. _______________ group can guide the consumer in making the right purchase decision.
a. Celebrity
b. Consumer Action
c. Common man
d. Virtual
Ans : b

23. The __________________ is a person within a reference group who, because of special skills,
knowledge, personality, or other characteristics, exerts influence on others.
a. facilitator
b. referent actor
c. opinion leader
d. social role player
Ans : c

24. ____________________ is any person or group that acts as reference for an individual in
forming general or specific values, attitudes or specific guide for behavior.
a. Reference Group
b. Culture
c. Family
d. Group

Page 5 of 6
 Ans : a

25. The stages through which families might pass as they mature over time is a description of what
is called the?
a. Lifestyle cycle
b. Adoption process
c. Family life cycle
d. Values and Lifestyle
Ans : c

Page 6 of 6
 TY BMM SEMESTER V
Consumer behaviour
Culture, subculture, and core values

1.It includes the word people use, the idea customs and beliefs they share and the habits they
pursue .
a. Material culture
b. Nonmaterial culture
C. Groups
d. Traditions

Ans. B Nonmaterial culture

2.The difference that distinguish one national group from another is known as
a. International culture
b. Intergroup culture
c. National culture
d. Religion culture

Ans C National culture

3.It is the arbitrary meanings that culture assign actions events and things other than words .
a. Verbal communication
b. Nonverbal communication
c Upward communication
d. Channel of communication

Ans B Nonverbal communication

4.Within the longer society there are subsystem of values resulting in a considerable variation
in behaviour pattern within total culture
a. Subculture
b. Values
c. Beliefs
d. Traditions

Ans A Subculture

5.Consumer behaviour is affected by religion in terms of product that are symbolically and
ritualistically associated with the celebration of various functions.
a. National culture
b. Age subculture
c. Sex subculture
d. Religious subculture

Ans D Religious subculture

6.India being a huge nation, different races dominates in different parts of the country .They
form distinct subgroups and the impact in the choice of product is remarkably visible ..
a. Religious subculture
b. Geographical subculture
c. Racial subculture
d. National subculture

Ans C Racial subculture

7. Important shift occur in individual demand for specific type of product and served as he or
she goes from being a dependent child to retired senior citizen .It is
a. National subculture
b. Age subculture
c. Regional subculture
d. Racial subculture

Ans B Age subculture

8.There is visible difference in consumptions behaviour, especially when it came to food and
clothes .We separately know what is south Indian food and what is Punjabi food .It is
A Racial subculture
B Age subculture
C Sex subculture
d. Geographical and regional subculture

Ans D Geographical and regional subculture

9.All society's spend tend to assign certain traits and roles to males and others to females
based on which we consider certain product to be masculine and certain other to be feminine
.It is
a. Sex subculture
b. Age subculture
c. Racial subculture
d . Religious

Ans : A Sex subculture

10.Consumptions of food and habits are conditioned to a large extent by

A. Culture
b. Group
c. Nation
d. Society

Ans A. Culture
11.Clothing system is conditioned by climate but depends upon
a. Group
b. Culture
c. Motivation
d. Religion

Ans B. Culture

12.The complex whole that includes knowledge beliefs arts moral custom and habits acquired
by man is considered as
a. Family
b .Group
c. Class
d. Culture

Ans D Culture

13.The learning of one’s own culture is known as

a. Enculturation
b Acculturation
c. Adaption
d. Interaction

Ans . A. Enculturation

14.The learning of a new culture is known as

a. Diffusion
b. Introduction
c. Acculturation
d. Enculturation
Ans C. Acculturation

15.Rituas and customs are the part of

a. Group
b. Class
c. Culture
d .Behaviour
Ans C. Culture

16.The equality and liberty of Indian culture is very old

a. Core values
b. Sub culture
c. Behaviour
d. Impact

Ans A Core values

17.Respect to elders is considers very important part of Indian cultural and it is

a. Subculture
b. Behaviour
c. Faith
d. Core value

Ans D Core value

18.Respect for religion and religious leader is important part of Indian culture so it is
important
a. Traditions
b. Belief
c. Core value
d. Subculture
Ans C. Core value

19.Saving is important Indian cultural

a. Core value
b. Behaviour
c. Society
d. Mores

Ans A. Core value

20.Celebration of festival is important part of culture. It is considered as important

a. Subculture
b. Norms
c. Mores
d. Core value

Ans D. Core value

21.Because of the liberalization process and ad media bombardment people have adopted
new lifestyle like designer cloths, expensive car. So we find changes in
a. Core values
b. Acculturation
c. System
d. Behaviour

Ans A. Core values

22.Primary agent for learning your culture is
a. Family
b. Peer group
c. Religious Institution
d. Mass media
Ans A. Family

23.It is the agent for learning wide range of cultural values and different cultures.
a. Educational Institution
b . Mass media
c. Family
d. Religion

Ans B. Mass media

24 Technological advances that take place globally find their way into our country very
quickly through
a. Religion
b. Education
c. Mass media
d. Family

Ans .C. Mass media

25.Enculturation is also considered as

a. System of society
b .Values
c. Socialization
d. Norms

Ans C. Socialization
 Decision Making process

1. According to Consumer decision making model, while making a purchase

decision, consumers first step is ___________
a. Evaluation
b. Need recognition
c. Purchase
d. Experience
Ans- b. Need recognition
2. When a Consumer compares various brands and products before
purchase, is called ___________.
a. Post- purchase
b. Information search
c. Evaluation of alternative
d. Need recognition
Ans- c. Evaluation of alternative
3. The attitude a consumer forms about a brand after usage is_______
a. Purchase
b. Need Recognition
c. Evaluation of alternative
d. Post- purchase evaluation
Ans- d. Post- purchase evaluation
4. When an individual decides to buy an SUV as it suits his style, which
external factor is at play?
a. Personality
b. Motivation
c. Learning
d. Perception
Ans- a. Personality
5. When a consumer purchases a brands because it is suits preferences. Its
called________
a. Purchase
b. Pre- purchase
c. Most purchase
d. Repeat purchase
Ans- d. Repeat purchase
6. A firm’s marketing efforts are part of ____________ in consumer
decision making process.
a. External influences
b. Internal influences
c. Psychological influences
d. Physiological influences
Ans- a. External influences
7. The purchase decision that requires lest amount of information search is
______
a. Limited decision making
b. Routine decision making
c. Extensive decision making
d. Continues decision making
Ans- b. Routine Search
8. When less time is required for information search due to previous
knowledge. It is _________ type of search.
a. Limited decision making
b. Routine decision making
c. Extensive decision making
d. Continues decision making
Ans- a. Limited Search
9. Detailed research of internal and external information as well as multiple
alternative search is called ____________________
a. Limited decision making
b. Routine decision making
c. Extensive decision making
d. Continues decision making
Ans- c. Extensive decision making
10. When a consumer buys a brand just for showcase of esteem it relates
to_________
a. Family
b. Social class
c. Culture
d. Sub culture
Ans- b. Social class
11.When a firm decides the cost of a product including all factors, its called
a. Price
b. Promotion
c. Product
d. Distribution
Ans- a. Price
12. An individual choses Vegetarian Food due to his believes, this is
________ influence.
a. Family
b. Social class
c. Culture
d. Sub culture
Ans- c. Culture
13. A family together makes purchase decision for a Car, this is _______part
of Consumer decision making process.
a. External influences
b. Internal influences
c. Psychological influences
d. Physiological influences
Ans- a. External Influences
14.What from below are not part of Socio-cultural environment
a. Family
b. Non-commercial sources
c. Culture
d. Learning
Ans- d. Learning
15.Which of the below are not part of Psychological factors?
a. Motivation
b. Social class
c. Perception
d. Attitudes
Ans- b. Social class
 16. A brand provides sale for temporary period of time to increase sales this
acts as ___________ for buying products
a. Motivation
b. Learning
c. Personality
d. Attitudes
Ans- a. Motivation
17.Using a brand for generations in a family is a result of _________.
a. Motivation
b. Learning
c. Personality
d. Attitudes
Ans- b. Learning
18. If a product is not available in a certain area, the problem is of _______
a. Price
b. Promotion
c. Product
d. Distribution
Ans- d. Distribution
19. Use of Advertising, Sale and marketing activities are all part of
__________.
a. Price
b. Promotion
c. Product
d. Distribution
20. When a person buys a product for the first time it is a risk but the
consumer does it for_____
a. Fun
b. Trial
c. Problem solving
d. time pass
Ans- b. Trial
21. What out the below given are not characteristics of opinion leader?
a. Share same social class
b. Have great exposure
c. They are rich
 d. They are very active
Ans- c. they are rich
22.___________ is respected and trusted by people or organizations for
decision making.
a. Market leader
b. Opinion leader
c. Party leader
d. Group leader
Ans- b. Opinion leader
23. When do consumers accept word of mouth suggestion?
a. Products that can be tried and tested
b. When perceived risk is to be reduced
c. When there is no time to gain information
d. Want to be ahead of other
Ans- d. Want to be ahead of other
24.What are the basic measurement techniques for opinion leaders
a. Problem solving method
b. Self- designation method
c. Socio metric method
d. Key informant method
Ans- a. Problem solving method
25. When different consumers react to different messages in different
manner this is due to_________
a. Motivation
b. Learning
c. Perception
d. Attitudes
Ans- c. Perception
CB set of 25 questions based on topic: Diffusion & adoption

Q1 The diffusion process is a ……………………………………. Process

a) Macro process
b) Micro process
c) Both of the above
d) None of the above

Q2 Diffusion is from the ……………………………………… side

a) Marketer
b) Consumer
c) Distributor
d) Customer

Q3 Opinion leaders stem from………………………………………. Adopter category

a) Early adopters
b) Laggards
c) Early majority
d) Innovators

Q4 there are ……………………………… adopter categories

a) 5
b) 3
c) 4
d) 6

Q5. The spread of an innovation from its source to the ultimate consumer is called…………………

a) diffusion
b) adoption
c) marketing
d) sales

Q6. External forces on the consumer are ANSWER: D

a) change agents,
b) channels of information,
c) types of information
d) all of the above

Q7. Which factor is important for the spread of innovation? ANSWER: D

a) change agents,
b) channels of information,
c) none of the above
d) all of the above
Q8. Important factor for diffusion process: ANSWER: D

a) Time
b) Money
c) None of the above
d) All of the above

Q9. A micro process that focuses on internal forces of the consumer ANSWER: D

a) Intra Personal (Psych) Influence

b) Inter Personal (Social) Influences
c) Product Selection Criteria
d) All of the above

Q10. Adoption process is

a) Awareness/ interest/evaluation/trial
b) interest /awareness/evaluation/trial
c) Trial /Awareness/ interest/evaluation
d) evaluation /Awareness/ interest/trial

Q11. The following is not an adopter category

a) late adopters
b) early majority
c) late majority
d) early adopters

Q12. First to buy and typically described as venturesome, younger, well-educated are
the…………………… category

a) Innovators
b) early majority
c) late majority
d) early adopters

Q13. Solid, middle-class consumers who are more deliberate and cautious are
the…………………… category

a) Early majority
b) late majority
c) early adopters
d) laggards

Q14. Resist change and like tradition are the…………………… category.

a) Laggards
b) Early majority
c) late majority
d) early adopters
Q15. The following factors influence the diffusion process: ANSWER: D

a) substitution
b) observability
c) Compatibility
d) all of the above

Q16 a factor that influences diffusion

a) Perceiving new product> substitute

b) Perceiving new product< substitute
c) Perceiving new product= substitute
d) None of the above

Q17. An enhanced bundle of benefits or clear - cut advantages over existing offerings

a) Substitution/ relative advantage

b) Complexity
c) Compatibility
d) Triability

Q18. A product needs to be in line with the existing habits and consumption pattern this
characteristic that influences diffusion is called:

a) Compatibility
b) Substitution/ relative advantage
c) Complexity
d) Triability

Q19 Observability is a characteristic that is defined as degree to which a products ANSWER: D

a) Benefits can be observed

b) Benefits can be imagined or described
c) None of the above
d) Both of the above

Q20 Complexity is defined as:

a) degree to which it is difficult to understand or use

b) degree to which it is difficult to recommend
c) degree to which it is difficult to sell
d) degree to which it is difficult to communicate

Q21. Triability needs to have the following: ANSWER: D

a) Easily tested,Low risk

b) Inexpensive, No special equipment
c) Free samples or coupons
d) All of the above
Q22. Most products fail because: ANSWER: D
a) Poor Timing. Market Conditions
b) Inconsistent Branding
c) Technical or Design Problems
d) All of the above

Q23. The two adopter categories that share the same percentage are:

a) Early majority & late majority

b) Innovators & Laggards
c) Laggards & early adopters
d) early adopters & late majority

Q24. The difference between the adoption process and AIDA is:

a) Evaluation at every stage

b) Attention & action
c) Awareness & interest
d) The post purchase evaluation

Q25 Diffusion is the process by which the acceptance of an innovation is spread by

………………………. to members of a social system

a) Communication
b) Disintegration
c) Triability
d) Evaluation