Question

Consumer behavior quiz

1. Marketing strategies should be targeted to which of the following adopter classes?

innovators

innovators and early adopters

innovators, early adopters, and early majority

innovators, early adopters, early majority, and late majority

2. Benjamin bought a used car and wants to change the seat covers. What is this an example of?

Information search

Product choice

Problem recognition

Evaluation of alternatives

3. When considering customer satisfaction, the relationship between the consumer’s _____ and the product’s ______ is important.

Information; actual features

Alternatives; price

Attitude; performance

Expectations; perceived performance

4. _______ dissonance refers to buyer discomfort caused by post-purchase conflict.

Cognitive

Situational

Product

Purchase

5. The product that the customer ultimately decides to purchase is influenced by two stages: the purchase ___ and the purchase ___.

Intention; decision

Situation; behavior

Information; price

Evaluation; alternative

6. Successful marketing

Focuses solely on selling more products.

Continues long after the product is purchased.

Includes preproduction through selling the product.

Ends once the product is sold to consumers.

7. A customer has chosen the model of MP4 player that he intends to purchase. On his way to the store, he has a conversation with his sister about the MP3 player he is going to buy. She expresses her opinion about MP3 players. The factor that could come between the consumer’s intention to buy an MP3 player and his ultimate purchase decision is directly related to

The consumer’s evaluation process for MP3 players.

Unexpected situational factors surrounding the consumer’s decision.

Additional consumer research on MP3 players.

Another’s attitude toward the chosen product.

8. Your friend Sam is always in the know about new gadgets coming out. He always has the latest and greatest cellphone. Which of the following types of adopters best describe Sam?

Early adopter

Innovator

Early-majority adopter

Laggard

Answer 1

1. Marketing strategies should be targeted to D. innovators, early adopters, early majority, and late majority.

• What are the five types of adopters?

The five types of adopters for every product or service are:

• Innovators
• Early adopters
• Early majority
• Late majority
• Laggards.

2. That Benjamin bought a used car and wants to change the seat covers is an example of product choice.

3. When considering customer satisfaction, the relationship between the consumer’s D. Expectations and the product’s perceived performance is important.

4. C. Product dissonance refers to buyer discomfort caused by post-purchase conflict.

What is product dissonance?

Product dissonance is the customer's level of dissatisfaction after purchasing a product or service because the customer feels that the quality of the product does not meet their expectations.

5. The product that the customer ultimately decides to purchase is influenced by two stages: the purchase C. information and the purchase price.

6. Successful marketing B. continues long after the product is purchased.

7. The factor that could come between the consumer’s intention to buy an MP3 player and his ultimate purchase decision is directly related to D.  Another’s attitude toward the chosen product.

8. The type of adopter that best describes Sam, who is always in the know about new gadgets, is B. Innovator.

Who is an innovator adopter?

An innovator adopter is an individual, like Sam, who adopts new technology or ideas simply because they are new.  No wonder, Sam boasts of the latest and greatest cellphone.

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