TEST BANK

Principles of Marketing

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Principles of Marketing

Chapter 3
Test Bank Questions
Consumer Markets and Purchasing Behavior

Multiple Choice Questions

1. In the buyer behavior model, which of the following is NOT a major type of force or event in
the buyer’s environment?
A. Technological
B. Cultural
C. Channel*
D. Economic
Solution: C. Macroenvironmental and microenvironmental forces impact buyers’ decisions.
Section 3.1 LO1 Easy 1-2 minutes
2. Consumer buying behavior is complex, and buying responses are impacted by information
regarding the product such as its price and _______.
A. where to buy it*
B. how many others have bought it
C. size
D. simplicity
Solution: A. Buyers are stimulated by the 4Ps as well as macroenvironmental stimuli.
Section 3.1 LO2 Moderate 2-3 minutes
3. Marketers seek to understand how consumers turn stimuli into responses inside their mind,
which contains the buyer’s characteristics affecting perception and reactions to stimuli that
result in a decision. The _______ is one model of consumer buying behavior that seeks to
understand what goes on in the human mind.
A. cultural dimension
B. black box*
C. social class
D. lifestyle decisions
Solution: B. The black box is known as the stimulus-response model and explains the purchase
outcome in the consumer’s brain as a result of the stimuli.
Section 3.1 LO2 Moderate 1-3 minutes

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4. Of the four types of buying behavior, which one of the following has the least amount of
purchase involvement by the consumer?
A. Complex buying behavior
B. Dissonance-reducing buying behavior
C. Variety-seeking buying behavior
D. Habitual buying behavior*
Solution: D. Habitual buying behavior usually indicates a routine purchase and an event in
which consumers perceive little brand differentiation.
Section 3.1 LO3 Easy 1-2 minutes
5. Morgan is bored with their usual breakfast of Rice Krispies cereal with milk. So they decide
to buy some Lucky Charms and chocolate milk at the convenience store. This is an example
of a consumer who elects to take advantage of what they know about alternative breakfast
options. In this case, Morgan is displaying _______.
A. complex buying behavior
B. dissonance-reducing buying behavior
C. variety-seeking buying behavior*
D. habitual buying behavior
Solution: C. Consumers sometimes desire a change. They then fall back on marketing messages
they may have heard in the past, or even in-store signage, about a changed routine.
Section 3.1 LO3 Moderate 3-5 minutes
6. Cultural factors often influence buying behavior among consumers. Cultures are made up of
smaller _______, usually segments of people who value the same activities, beliefs, and
tastes.
A. subcultures*
B. social classes
C. occupations
D. outlooks
Solution: A. Subcultures are groups of people, such as environmentalists or bodybuilders, that
share a set of secondary values.
Section 3.2 LO1 Easy 1-2 minutes

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7. Humans are social creatures, and many purchase decisions are based upon membership
groups as well as people’s status and roles within these groups. Which of the following is
considered the most influential social factor in people’s buying behavior?
A. Clubs
B. Opinion leaders
C. Family*
D. Friends
Solution: C. When you were growing up, whether or not you recognized it, you likely developed
some degree of buying behavior from watching adult members in your household and probably
tend to buy the same products or services as you grow older.
Section 3.2 LO2 Easy 1-2 minutes
8. Many personal factors converge to guide consumers in their buying habits. When a middle
school janitor purchases a new pair of overalls and work boots, they are likely influenced by
_______ factors.
A. economic situation
B. lifestyle
C. age
D. occupational*
Solution: D. A person’s occupation plays a significant factor in buying behavior because they
tend to purchase products that are appropriate to their profession. Overalls and work boots are
examples of clothing items that are suited to the janitor’s occupation.
Section 3.2 LO3 Easy 1-2 minutes
9. When Royal Caribbean International introduced its luxury liner Symphony of the Seas,
which of the following generational cohorts did the cruise line target for this experiential
tourism product?
A. Generation Xers
B. Millennials
C. Baby boomers*
D. Zoomers
Solution: C. Baby boomers are generally retired and have more time to travel, plus this
generation controls $2.6 trillion for purchasing discretionary, nonessential products and
services, such as going on a vacation, that can be spent on account of having disposable
income.
Section 3.2 LO3 Moderate 3-4 minutes

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10. Marketers are more likely to influence consumer needs and wants when consumers are
motivated. Abraham Maslow developed a hierarchy of needs that range from basic
physiological needs to the highest-level growth needs. When Allstate Insurance runs TV
commercials featuring the Mayhem guy, which of the following levels of needs is Allstate
focused on?
A. Safety*
B. Social
C. Esteem
D. Self-actualization
Solution: A. Insurance coverage is primarily known to satisfy personal and property safety
needs.
Section 3.2 LO4 Moderate 3-4 minutes
11. _______ generally describes a consumer’s relatively consistent evaluations, feelings, and
tendencies toward a product or service.
A. Attitude*
B. Belief
C. Perception
D. Motivation
Solution: A. Consumers develop preconceived attitudes, which are a composite of beliefs,
feelings, and purchase intentions toward products or services.
Section 3.2 LO5 Moderate 3-4 minutes
12. Ali had just moved to Minnesota from the Middle East where he was enrolled as a first-year
college student. One day when Ali was walking back to the dorm, he realized his light jacket
and scarf were no longer sufficient to keep him warm. When he looked around, he noticed
other students were wearing down jackets with hoods. Ali had just entered the first stage in
the consumer purchasing decision process, known as _______.
A. information search
B. need recognition*
C. purchase decision
D. post-purchase evaluation
Solution: B. Ali recognized a difference between his actual state (cold) and his desired state
(warm). This is referred to as the problem awareness or need recognition stage of the
consumer purchasing decision process.
Section 3.3 LO1 Moderate 3-4 minutes

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13. Arianna is going on a camping trip with her university business club. Arianna doesn’t have a
tent or sleeping bag. She thinks she can borrow a tent from the university’s student center,
but she will probably have to buy a sleeping bag. She starts looking at options online. Which
stage of the buying decision process is Arianna in?
A. Information search*
B. Purchase decision
C. Post-purchase evaluation
D. Variety-seeking behavior
Solution: A. Arianna has already recognized she doesn’t have the camping gear she needs and is
starting to peruse websites for sleeping bags. This is part of the second stage of the consumer
purchasing decision process, known as information search.
Section 3.3 LO2 Easy 1-2 minutes
14. Murphy just bought a new pair of hiking boots but spent $20 more than he budgeted. Now
Murphy wonders whether to return the boots and look for a cheaper alternative. Which
stage of the buying decision process is Murphy in?
A. Information search
B. Purchase decision
C. Post-purchase evaluation*
D. Variety-seeking behavior
Solution: C. Murphy is experiencing cognitive dissonance in his post-purchase evaluation, which
is part of the fifth stage of the consumer purchasing decision process.
Section 3.3 LO3 Easy 1-2 minutes
15. Aiden is confused. Mother’s Day is a week away, and he wants to buy his mom a gift. He has
considered a flower bouquet, a movie ticket, a gift card to the local coffee shop, and a fancy
card with a handwritten note. Which stage of the buyer decision process is Aiden in?
A. Information search
B. Need recognition
C. Evaluation of alternatives*
D. Purchase
Solution: C. Aiden is evaluating alternatives of different gifts for his mother, which is part of the
third stage of the consumer purchasing decision process.
Section 3.3 LO4 Easy 1-2 minutes

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16. The marketer’s job isn’t over once a product is purchased. After making the purchase,
consumers will be satisfied or dissatisfied with the product and enter into the _______
stage of the buyer decision process.
A. information search
B. need recognition
C. post-purchase evaluation*
D. product expectations
Solution: C. The buyer may have second thoughts, or cognitive dissonance—also known as
buyer’s remorse—after the purchase, which is part of the fifth stage of the consumer
purchasing decision process.
Section 3.3, LO5 Easy 1-2 minutes
17. What determines if a consumer is very satisfied, somewhat satisfied, or dissatisfied with
their purchase?
A. The product malfunctions the first time they use it.
B. Their friend bought the same product for a cheaper price.
C. They see there is a new, competing product available.
D. The product’s performance meets their expectations.*
Solution: D. Customers are satisfied if their product expectations are met. If expectations are
not met, customers are dissatisfied. If the product’s performance meets your expectations,
you’ll be satisfied, and if the product’s performance exceeds your expectations, you’ll be very
satisfied.
Section 3.3 LO5 Easy 1-2 minutes
18. Most consumers tend to buy their preferred brands, but of the factors indicated below,
_______ can interrupt the purchase intention and ultimate purchase decision.
A. new product adoption
B. alternative evaluation
C. attitudes of others*
D. cognitive dissonance
Solution: C. Input and suggestions in the form of attitudes of friends and family are social
factors that can impact consumers’ purchase decisions.
Section 3.3 LO4 Moderate 3-4 minutes

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19. National Geographic, a monthly magazine featuring geography, archeology, anthropology

and exploration, is always on the hunt for new subscribers. Which factor might National
Geographic focus upon when reaching out to new prospects?
A. Social class
B. Social
C. Personal*
D. Psychological
Solution: C. While personal factors include age, life cycle stage, economic situation, and
occupation, potential subscribers who consider themselves to have a personality of "armchair
explorer" should be targeted.
Section 3.2 LO3 Moderate 3-4 minutes

Short Answer Questions

Note: Responses to open-ended questions will vary. The sample answers provide some
elements or themes that a student might consider.
1. Why are consumers’ purchasing decisions considered to be moral judgments?
[Solution: Purchase behavior can be described as ethical in that it typically also involves moral
judgments. Consumers these days are most interested in purchasing products from companies
that share their beliefs. Environmentalists may prefer to buy from firms that promise to plant a
tree for each sale made. Others who care about providing clothing for those who can’t afford it
may wish to buy clothing from brands that donate one pair of shoes for each pair that is
purchased. For example, in one 2017 survey, 32 percent of US cosmetics consumers reported
they would “very likely” stop purchasing their favorite brand if the manufacturer tested
ingredients on animals.]
Section 3.4 LO1 Moderate 4-5 minutes
2. List three characteristics of an ethical consumer.
[Solution: At its most basic level, being an ethical consumer simply means choosing goods that
are (1) ethically sourced, (2) ethically made, and (3) ethically distributed. Ethical consumerism
has become something of a buzzword over the last decade, and organizations are taking notice
of consumers’ expectations in terms of social and environmental practices. By choosing brands
that align with their values, consumers are voting with their pocketbooks. Modern consumers
are more than willing to take their business elsewhere if they perceive an incongruence
between their values and those of the organization, and they will likely share their sentiments
on social media.]
Section 3.4 LO2 Difficult 5-7 minutes
3. Patagonia is considered a leader in producing products that are environmentally and
socially responsible. List three ethical practices Patagonia has adopted.
[Solution: The following can be considered three ethical practices that Patagonia has adopted.
(1) It is fair-trade certified for its sewing production. (2) Patagonia reveals its suppliers and

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intends to outline how each material is sourced. (3) Many products consist of recycled or
organic materials. Recycled plastic bottles are used to manufacture many products, and
Patagonia recycles its own products that are returned to the store.]
Section 3.4 LO1 Difficult 7-9 minutes
4. Why do surveys repeatedly show that consumers overwhelmingly purchase goods and
services from companies with beliefs similar to theirs in terms of environmental
preservation and child labor?
[Solution: Consumers are expressing to businesses their beliefs about the environment and
product production safety practices. Businesses must listen carefully to their buyers in order to
achieve, maintain, and retain customer loyalty.]
Section 3.4 LO2 Easy 2-4 minutes

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