The Quiz for Chapter 9
MKT201 – Buyer Behaviour
Second Term 2007-08
Student Name: __________________________
Section: _______________
Multiple Choices
1. Having too many choices in the marketplace is referred to as ________.
a. purchase momentum
b. consumer hyperchoice
c. pseudo-choice
d. secondary demand
2. What type of information search is a customer engaged in when she scans the newspaper ads
every day for new information on fashions, even though she isn't thinking of buying anytime
soon?
a. Prepurchase search
b. Ongoing search
c. Internal search
d. Accidental search
3. What type of cybermediaries are intelligent agents?
a. They are travel agents who answer questions online.
b. They are people who can help computer users with problems they encounter when trying to
shop online.
c. They are computer programs that recommend products based on past purchasing patterns.
d. They are search engines specifically designed for marketing online.
4. The tendency for people to prefer products from their own culture to those of another culture is
called ________.
a. xenophobia
b. ethnocentrism
c. ethnographics
d. altruism
Quiz 9 for MKT201 Buyer Behaviour, 2nd Term 2007-08
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5. Simple decision rules are ________, meaning that a product with a low standing on one attribute
cannot make up for this position by being better on another attribute.
a. noncompensatory
b. habit decision rules
c. compensatory
d. conjunctive rules
6. Jeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff begins to
actively think about his car in this way, which of the following consumer decision-making
process steps is Jeff going through?
a. Information search
b. Evaluation of alternatives
c. Problem recognition
d. Product choice
7. Chet decides to buy a new hedge trimmer to care for his bushes and shrubs. Because Chet is
familiar with the local lawn and garden shop and the brands that are carried there, he uses a few
simple decision rules to arrive at a purchase option. Chet is following which of the following
buying decision behavior continuum alternatives to make his decision?
a. Routine response behavior
b. Limited problem solving
c. Graduated response behavior
d. Extensive problem solving
8. Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually
becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get
sick." Les replies, "Hey, I bought it and I am not going to waste one drop of it." Les's behavior
could best be described by which of the following mental biases to his decision-making
process?
a. Loss aversion
b. Framing
c. Risk positioning
d. The sunk-cost fallacy
9. Jamie is considering ordering a dessert for lunch. Before she ever decides on the kind she
prefers, she must decide whether to get a fattening or nonfattening dessert. This decision relates
to which of the following levels of abstraction of dessert categories?
a. Superordinate level
b. Ordinate level
c. Subordinate level
d. Basic level
10. Mel Howard is determined to make his used car lot a successful business venture. One of the
cornerstones of his sales strategy is to make every used car appear as if it just rolled off the
assembly line. His cars are clean, clean, clean. Mr. Howard is relying on which of the following
terms to send a signal of quality to his customers?
a. Demonstration signal
b. Product signal
c. Promotional signal
d. Design signal
Quiz 9 for MKT201 Buyer Behaviour, 2nd Term 2007-08
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Short Answers
1. Compare limited versus extended problem solving.
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2. List the five stages of the consumer decision-making process. Define each of the major stages.
Provide an example that demonstrates how a consumer might progress through the model.
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End-of-questions
Quiz 9 for MKT201 Buyer Behaviour, 2nd Term 2007-08
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