There are several factors that can substantially affect the consumer search process. Match the factor with an example of how the search process might be affected for Kristin, a graduate student at a large university.
Kristin tries to decide between two laptops: one with a large hard drive versus one for $100 less and a smaller hard drive.
a. Perceived Risk
b. Locus of Control
c. Perceived Cost/Benefit Analysis
Answer: C
Kristin has no choice of brand when it comes to laptops-her department uses special software that only runs on Apple computers.
a. Perceived Risk
b. Locus of Control
c. Perceived Cost/Benefit Analysis
Answer: B
Kristin is worried the laptop she is buying will not have adequate memory for her needs.
a. Perceived Risk
b. Locus of Control
c. Perceived Cost/Benefit Analysis
Answer: A
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IBM Chapter 6
- To minimize a buyer's perceived risk, which of the following tactics will contribute to its reduction?
- Jon is using ____ ____ when he bases decision to purchase textbooks on price condition, and location.
- It is buyers' ____ that shape the values, shared meaning, and behaviors of the social organization of their market. Often the entire country functions much like a reference group does at a more intimate level.
- Since many buyers are leery of buying a product advertised on an infomercial, one way to reduce post-purchase cognitive dissonance for the item is to offer:
- Perception as it influences consumer behavior is:
- A situational shopping influence might be promotional in nature and could include all of the following in-store activities EXCEPT:
- Children have a significant role in buying and consuming in the American marketplace. They spend nearly $300B out of pocket and ____ spend nearly $600B through their influence on family purchases.
- Mary buys a new bathing suit, and her friends tell her it looks great. She feels it is too revealing, and she is very self-conscious of her body. Mary never wears the $78 bathing suit because she is experiencing ____ risk.
- Peter is buying a big screen TV. He decides that price determines 50% of the decision, the brand name is 20%, the actual screen size is 20%, and the weight of the product is 10%. This process of weighting attributes is used:
- As a consumer views a package of crackers on the store shelf, he first recognizes and identifies the shape, then the color, then the items located around it. As he integrates that brand image into his knowledge of the choices in the product category, it is ____ that interprets the images and stimuli differently for each consumer.
- Which of the following buyers exemplifies a consumer who has a high degree of internal locus of control?
- Joe goes to Crate and Barrel to buy his wife a birthday present. When he arrives, the store is very crowded with shoppers and he leaves. Due to ____ situational factors, Joe's best intentions were thwarted.
- Which of the following products/services would requires the least amount of search time and effort on part of the consumer?
- Russell just got a new smart phone. He did his research before purchasing the phone since he needed it for work purposes. Which of the following information sources is an examples of internal search?
- Which of the following purchases will involve the most actual or perceived risk and therefore the longest search time?
- Having completed his information search, a consumer's next step in decision making is:
- One of the most difficult of situational factors with which to deal is the ____ state. The marketer often is unaware of the preceding or antecedent events that customer experienced.
- Customer dissatisfaction is most likely to occur when a consumer buys a washing machine and it:
- All of the brands that Mary can easily call to mind for laundry detergents, whether she would consider buying them or not, comprise her ____ set.
- Barbara asks her boss what flavors of ice cream he eats and he replies: chocolate chip, mint chocolate chip, and cherry chocolate chip. Those three flavors are described as:
- Which of the buyers below is perceiving a higher risk in the purchase of a laptop computer?
- There are several reasons why marketers like habitual purchasers including which of the following reasons?
- Name the type of need that pertains to the performance of a product or service.
- A(n) ____ is a basic need that drives the consumer to solve the problem and satisfy the need such as purchasing a pain reliever when she has a headache.
- Betty buys antibacterial hand soap for her kitchen and bathrooms to ensure her hands are clean. She is motivated by her ____ need.
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