MKTG 3085: Consumer Behavior
Practice Exam 1: How To Study Consumers
Sample Multiple Choice Questions:
1. Consumer behavior is defined as the totality of consumers’ thoughts, feelings, and decisions about the consumption, acquisition, and disposition of goods, services, activities, and ideas. Which is NOT an example of disposition?
a.) Selling your used car
b.) Leasing a new car from the dealer
c.) Trading in your old car for a new one
d.) Trashing your totaled car
2. You’re in charge of marketing research at Starbucks, and you’re investigating what degree of price increase you can institute without damaging sales. You decide to test price increases of $.15 at one store in Cincinnati, and $.25 at another store in Cincinnati, and compare sales between the two stores after the price increases have been in effect for a month. You find that sales in the $.25 increase store are actually better than sales in the $.15 increase store. In this experiment, the amount of the price increase is the _______, and sales in the two stores is the _______. A lack of _______ is one reason why you should be skeptical about the results of this research.
a.) The dependent variable; the independent variable; a control or comparison group b.) The independent variable; the dependent variable; a control or comparison group c.) The dependent variable; the independent variable; random assignment d.) The independent variable; the dependent variable; random assignment
3. What is segmentation?
a.) Dividing a market into meaningful smaller markets or submarkets based on common characteristics b.) Directing one’s marketing efforts into specific submarkets c.) Communicating value to one’s target market by connecting consumers’ needs and wants to what the product has to offer d.) Creating a unique product for the needs of each individual consumer
4. Which of the following is NOT true of male (vs. female) consumers?
a.) Men are more risk seeking than women
b.) Men are more likely to check price tags
c.) Men tinker more than do women
d.) Men spend less time shopping
5. Which of the following tends to be a bigger expenditure for middle-age consumers who are raising kids than those who are empty-nesters?
6. Which of the following lifestyle traits is NOT common among working- and lower-class consumers?
a.) Shop in mass merchandise and discount stores
b.) Have savings accounts but not investments
c.) Prefer local and American brands
d.) Focus on global concerns and long-term goals
7. Which of the following is NOT true of local versus national marketing?
a.) Marketing is generally less expensive
b.) Easier to develop relationships with customers
c.) More heterogeneous consumer base
d.) Easier to respond quickly to changes in the market
8. According to Hallinan’s Why We Make Mistakes, men are more prone to overconfidence than women. Which of the following is NOT an example of a demonstrated gender difference in overconfidence:
a.) Men speed more than women.
b.) Men trade stocks less often than women.
c.) Men think they are smarter than they are, and women are fairly accurate. d.) Men, but not women, overestimate their attractiveness.
9. According to Wansink’s Mindless Eating, how does birth order and family size relate to children’s eating strategies?
a.) Youngest children and those from large families are more likely to eat their favorite item first, whereas only children and oldest children are more likely to save the best for last. b.) Youngest children and those from large families are more likely to overeat, whereas only children and oldest children tend to eat in moderation. c.) Youngest children and those from large families are more likely to eat sit-down meals, whereas only children and oldest children are more likely to eat on the run. d.) Youngest children and those from large families are more likely to be picky eaters, whereas only...
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