BB Exam Revision and Specimen Questions (April 2011)

Buyer Behaviour
MKTG 1052
Examination Review

1

Coverage:
• Topics can be set from Chapters 1-16
• Chapters 1-2 Intro, 3-7 decision making, 8-11
internal influences and 12- 16 external
• Situational Influences (chap 2) gives good
grounding on the ‘contexts’ of BB applications
• When reading the chapters make sure you
look out for ‘marketing applications’ usually
discussed at the end of each chapter
• The book is your main source- PWPT lecture
slides are NOT enough!
2

BB Chapter Coverage for Exam
Revision

NOTE: these guidelines are provided for your revision of the key
issues. They DO NOT constitute what must be specifically read from
the text nor does it guarantee that the question will be tested from the
specific page references. You need to ensure that you undertake a
complete and balanced revision of the course by reading the assigned
chapters, lecture notes, practice questions and exam revision guides.

Chapter One
• Read whole chapter to give an overview
of all aspects of BB

Chapter Two
• Short chapter – skim read whole
• Know the „types of situations‟
– Communication, purchase, usage and
disposal
• Situation classification (pp 41) – read on
all 5
• Marketing strategy applications (read from
pp 51 onwards)

Chapter Three: Problem
Recognition
• Very important: types of consumer
decisions (66-70)
• Problem recognition
– Process (70-75)
– Marketing strategy and PR (76-81)

Chapter Four: Information Search
• 93-97: nature of IS; note especially evoked set
on pp 97
• Sources of information
• Search on internet and marketing applications
• Pp 102 onwards
• The amount of external search undertaken
• Costs versus benefits of external search: learn
the four factors affecting search on page 105
Figure 4.9
• Marketing applications (pp111 onwards)

Chapter Five: Alternative
Evaluation
• Technical chapter: takes more time to
understand
• Evaluative criteria (pp127-129)
• Perceptual mapping (129)
• Surrogate indicators (134)
• Role of EC in marketing strategy (136)
• It is unlikely that decision rules will be covered
but you should read Table 5.3 on pp 139 as a
summary
• Marketing applications of decision rules (pp

Chapter Six: outlet selection and
purchase
• Skim read the chapter to mainly note the
differences between
– How consumers choose retail outlets
– Store image and retailer attribute
– Purchasing online
• Shopping orientation ((165-167)
• Perceived risk (pp 167)
• Nature of unplanned purchases – what
factors affect this

Chapter Seven: Post Purchase
• Figure 7.1
• Post purchase dissonance
• Product usage and Product Disposal (see figure
7.3)
• Purchase evaluation
– Figure 7.4
• Marketing strategy and dissatisfied customers
(pp 202)
• Repeat purchase and loyalty (205) –
important topic
• Application of relationship marketing (206)

Chapter Eight: Perception
• Read the whole chapter in detail
• Need to know the importance of each of the
three stages (Figure 8.1) : Exposure, Attention
and Interpretation
• Exposure: types of stimuli, factors, selective
exposure
• Attention :
– stimulus factors (see especially pp 231-233, all the
important factors and the theory of JND)
– individual factors and
– situational factors

Chapter Eight: Perception
• Interpretation and the factors affecting
• Misinterpretation of marketing strategies
• Perception and Marketing Strategy (pp
243-251)

Chapter Nine: Learning and
Memory
• Learn about the key theories of learning
– Know in detail about classical conditioning,
operant conditioning and cognitive
learning
– Know under what conditions each type of
learning is relevant
– Be able to contrast the different leaning
theories
• Read pp 260-281
13

Chapter Nine: Learning
• Memory needs to understood from the
point of advertising and recall. What kinds
of cues, words will trigger recall

• Brand image and positioning
– Important topic
– Pp 283 to 287

14

Chapter Ten: Motivation and
Personality
• Cover both Maslow and McGuire theories
• Marketing strategy applications (impt!)
– Pp 307 to 312
• Marketers discover purchase motives
• How marketers handle motivation conflict (approach-
avoidance): 311 to 312
• Personality
– Trait theories
– How marketers use personality in marketing
– Brand Personality (316)

15

Chapter Eleven: Attitude and
Attitude Change
• Remember to link this chapter to
“Alternative Evaluation” chap 5
• Learn well : Tricomponent Model
• Read in detail pp 338 to 344 to cover all
the three components of cognitive,
affective and behavioral
• Also note cognitive consistency and
cognitive dissonance concepts (344(
16

Chapter Eleven: attitude change
• The second half of Chap 11 is how attitudes are
formed and shaped
• Attitude change strategies (impt!!) read pp 345
to 351)
• Communications and attitude change
– Effect of source characteristics (source credibility,
sleeper effect)
– Types of appeals (fear, humor, comparative,
emotional)
• Market segmentation based on attitudes
17

Chapter Twelve: Demographics and
Lifestyles
• Do not waste time on Aust demographic
data
• Focus instead on the key dimensions of
demographics: income, age, education.
• Understand how changes in demographics
impact on marketing strategies (389-396)
• Lifestyle and psychographics
– Segmentation method ; what is VALS
– Marketing application (406 to 407) 18

Chapter Thirteen : Household
• Focus on the household life cycle stages
(425 – 428)
• Household decision making and marketing
strategy (430 – 434)
• There could also be a minor topic being
asked on „consumer socialization)
• Read up on „trends in household
consumption‟ (437 – 440)
19

Chapter Fourteen: Groups
• Types of groups
• Nature of reference group influences and
marketing strategies (455 – 462)
• What are „roles‟ and marketing impact
(465- 467)
• What is opinion leadership (469 – 474)
• Diffusion of innovations (474- 482)

20

Chapter Fifteen: Social Class
• Ignore the details about Aust society
• Focus on application of social class to
marketing (513 – 514)

21

Chapter Sixteen: Culture and Sub-
cultures
• Culture and cultural values (525 – 528)
• Cross cultural variations (532 – 538)
• Culture and non-verbal communications
(538 – 544)
• Marketing strategy and culture (544 -546)

22

Samples of Exam Questions
(edited to omit the examples of previous exam
questions since the examples are NOT relevant
as the questions are changed each year.
What you see here is the ‘essence of what is
asked from the topic point of view’)

Remember: You will be given a short case study and
then you will need to respond to three questions; each
question will have several parts)
23

What level of purchase involvement would
characterize purchasing XYZ products?

How does the level of involvement
influence and change the five stage
decision making process?

Clearly explain your answer with examples.

24

Why is it important for marketers to
promote taglines such as “Just Do It” for
Nike as part of their branding and
advertising?

Explain this in terms of perception and
positioning.

25

Provide four marketing strategies XYZ
can employ to change attitudes
towards their products.

Explain this in terms of the
'Tricomponent' model of attitudes.

26

Sound marketing strategies take into
account the nature of information search
engaged in by the target market.

Clearly explain the three strategies XYZ
Marketing Company may employ to
promote their brands which may not be
currently part of the evoked set of their
potential target market.

27

Based on the example of the target
segment XYZ, provide a detailed
profile of this segment using
demographics and lifestyle
determinants as a basis.

28

a) Outline the two learning approaches
and the specific theories studied in this
course. (4 marks)

b) Explain what type of learning cosmetic
brands is attempting to utilize in its
advertising. ( 4 marks)

29

Why do you think it is important to
promote the tagline “Boss for
Men” for the male market?

Explain your answer in terms of
perception

30

It is useful to consider attitudes as having three
components, cognitive, affective
and behavioral.
In attempting to evoke favorable reactions to
towards a given brand:
• explain the affective component of attitude
and
• outline two approaches marketers can use to
increase the affect component
directly ( 6 marks).

31

Attitudes are influenced most strongly when the brand has
something unique to offer and the unique benefits of the
brand are the focus of the advertisement.
There are a number of techniques used to enhance
attitude change. These include: source credibility, celebrity
sources, fear appeals, humorous appeals, and comparative
appeals, emotional, value expressive and utilitarian
appeals.
• Select and discuss two techniques you believe are
relevant to advertising men's cosmetics. Clearly justify
your choices in your answer and illustrate your answer
with examples (4 marks).

32

Is customer loyalty the same as
repeat purchase behavior?
Explain with examples

33

• Outline and discuss the three major
decision types a consumer can make.
• In what situation is each decision type
used by the consumer and why?

• Explain how the decision type affects
the steps in the decision making
process.

• Are all grocery decisions of the same
type for everybody? Explain.
34

Marketers have at their disposal distinct
strategies used to reinforce brands in the
consumer's evoked set.

• Identify and discuss with examples the
three strategies that can be used to shift
brands into the evoked set.

35

In one particular exam, a short
case study was set on the rise of
Internet shopping in Asia

Following you can see the samples of
the FOUR exam questions that were
set on this case study

36

1.1 What level of purchase involvement would
characterise Internet shopping?

1.2 Explain how this level of involvement
influences and changes the five stage decision
making process?

• Clearly explain your answer with examples

37

2.1 What motivates consumers to Internet shopping?
Explain this in terms of Maslow’s Hierarchy of Needs

2.2 Provide four marketing strategies e-commerce
markets as Amazon.com can employ to change
attitudes towards Internet shopping.

2.3 Explain this in terms of the ‘Tricomponent’ model
of attitudes.

Note: this is one question with different
parts 38

“As more people in Asian countries such as
China and India get hooked up to the Internet,
online sales are expected to rise by an average
of 20 per cent a year”
• 3.1 When does information search occur?
• 3.2 Why do some consumers engage in more
external search than others? Explain this in
the context of costs versus benefits of external
search.

39

According to the article, “Asia's tech-savvy
online shoppers” are taking to Internet
shopping like never before.
• 4.1 Provide a detailed profile of this segment
using demographics and lifestyle determinants
as a basis.
• 4.2 Identify which adopter category would be
more likely to engage in information search for
a new product using the internet?

40

Samples of MCQs
NO answers will be provided.
You have already been given a
detailed set of MCQ with answers
provided in my other lecture notes.
Please do your exam revision by
practicing the following questions.
You can expect to have 30 MCQ
questions in the exam paper

41

Q1: Motives are:

A: forces that initiate and direct consumer behaviour
B: physiologically-based guides to behaviour
C: psychologically-based patterns of behaviour
D: future-based responses to current stimuli
E: none of the above

Q 2: Which of the following is not a major step in perception?

A: attention
B: analysis
C: exposure
D: interpretation
E: all of the above are major steps in perception

Q3. An understanding of consumer behaviour includes all of the following
variables except:

A: amount purchased
B: consumers' values
C: economic situations
D: consumers' perceptions
E: how purchases are consumed

Q4. Lydia learns about various brands of running shoes as a result of closely
reading running shoe advertisements, which she finds enjoyable. This is an
example of:

A: operant conditioning
B: vicarious or modelling learning
C: classical conditioning
D: iconic rote learning
E: none of the above 42

Q5.The marketing manager should view the consumer as:

A. a decision-making unit
B. a problem solver
C. being primarily concerned with economic factors
D. automatically responding in set ways to marketing stimuli
E. A and B only
Q6 If Subway, for example, would like to "repackage" its image yet not have
their customers perceive any change, they should be careful with their logo in
order not to surpass the:

A: consumer’s attitude
B: just-noticeable difference
C: surrogate indicator
D: predictive value
E: confidence value

Q7: Which of the following is a generalisation about how interpretation occurs?

A: interpretations are based primarily on the innate characteristics of the object
B: stimuli are interpreted without consideration of the individual's expectations
C: temporary characteristics of individuals do not affect their interpretations
D: interpretation is holistic or Gestalt in nature
E: all of the above are valid generalisations

Q8: Memory is:

A: composed of two distinct physiological units: short & long-term memory
B: the ability to recall a stimulus object
C: limited to cognitive elements
D: composed of an active and an inactive component
43

Q9: Finding that her corner grocery store is out of canola oil, Jane decides to
substitute it with sunflower oil. This is an example of:

A: iconic rote learning
B: vicarious learning
C: operant conditioning
D: reasoning
E: classical conditioning

Q10: Perceptual mapping:

A: takes consumers’ perceptions of how similar brands or products are to each other
B: alters consumers’ perceptions to fit the marketing strategy
C: relates consumers’ perceptions to product attributes
D: a and c only

Q11 When Mary purchases a calculator; she is concerned with its cost, size,
power source, capabilities and warranty. John, however, is most concerned with
brand, memory and colour. John’s and Mary’s concerns, though different, make
up their:

A. evoked set
B. inert set
C. evaluative criteria
D. salient attitudes
E. product concerns

Q12 Brand loyalty differs from repeat purchase behaviour in that brand loyalty:

A. involves at least 90 per cent of product category purchases with a single brand
B. must exist over a minimum of 6 repurchase cycles
C. must not include any purchase of another brand when the primary brand is
available 44
D. implies a psychological commitment to the brand

Q13. Exposure occurs when:

A. a stimulus comes within range of our sensory receptor nerves
B. the individual assigns some meaning to the stimulus
C. the individual can recall the stimulus
D. the individual becomes aware of the stimulus

Q14. A manufacturer that introduces a new snack product by giving numerous
free samples is probably using:

A. classical conditioning
B. operant conditioning
C. punishment conditioning
D. cognitive learning

Q15.A consumer who loves Noel’s Chocolate Biscuits and therefore assumes that
the company’s new Ginger Biscuits will also taste great is engaged in:

B. stimulus discrimination
C. stimulus generalisation
D. reasoning
Q16 Which of the following is not considered a component of an attitude?

A. cognitive component
B. affective component
C. perceptual component
D. behavioural component
45

Q.17 Advertising for Diet Coke that promotes a series of beliefs about the
lifestyle of someone who drinks the beverage that usually has little to do with the
actual product itself is called:

B. adding beliefs
C. belief arousal
D. belief conditioning

Q18: Each stage in the household life cycle:

A. presents the consumer with a set of ‘problems’ to solve
B. has clearly defined, natural boundaries
C. contains an equal percentage of the Australian population
D. requires totally unique product development programs

Q19: One is most likely to seek an opinion leader when one's:

A. product involvement and product knowledge are high
B. product involvement is low and product knowledge is high
C. product involvement and product knowledge are low
D. product involvement is high and product knowledge is low

Q.20: The critical aspect in developing strategies to enhance the market
acceptance of an innovation is:

A. a moving target market approach
B. analysing the innovation from a marketing expert's perspective
C. analysing the innovation from the target market's perspective 46
D. adhering to the existing marketing plan

Question 1: The marketing manager should view the consumer as:

A: a decision-making unit
B: a problem solver
C: being primarily concerned with economic factors
D: automatically responding in set ways to marketing stimuli
E: a and b only

Question 2: A substantial amount of consumer purchasing behaviour is
motivated by:

A: decisional motives
B: irrational motives
C: an attempt to maintain or enhance lifestyle
D: conditioned responses to marketing stimuli

Question 3: Many recognised problems do not lead to further steps in the
decision process because:

A: their relative importance is low
B: the desired state is moderate
C: the actual state is moderate
D: all of the above

Question 4: Evaluative criteria are:

A: the alternatives available to solve a problem
B: limited to the evoked set
C: limited to the inept set
D: limited to the inert set
E: none of the above 47

Question 5: Brand loyal customers:

A: sometimes switch brands to take advantage of a promotional deal
B: may ‘stock up’ when their brand is being promoted
C: are likely to return to their original brand after taking advantage of a promotional
deal on another brand
D: all of the above
E: a and b only

Question 6: Exposure occurs when:

A: a stimulus comes within range of our sensory receptor nerves
B: the individual assigns some meaning to the stimulus
C: the individual can recall the stimulus
D: the individual becomes aware of the stimulus

Question 7: Interpretation occurs when:

A: the individual assigns meaning to the stimulus
B: the individual activates long-term memory
C: the sensory receptor nerves are activated and the resulting sensations are passed to
the brain for processing
D: the individual is exposed to the stimulus

Question 8: Learning is:

A: any change in the content or organisation of long-term memory
C: the ability to relate to stimulus objects
D: the link between stimuli and information processing
E: all of the above
48

Question 9: Memory is:

A: composed of two distinct physiological units: short & long-term memory
C: limited to cognitive elements
D: composed of an active and an inactive component

Question 10: Brand equity is:

A: the company's share of the market
B: the value attached to a brand above and beyond any specific functional
characteristic of the product
C: giving the same brand name to two different products
D: b & c

Question 11: Learning that occurs when an individual is highly motivated to
learn the material is known as:

A: deliberate learning
B: high-involvement learning
C: evoked learning
D: classical learning

Question 12: The process of using an established relationship between a stimulus
and response to generate the same response to a different stimulus is known as:

A: iconic conditioning
B: operant conditioning
C: instrumental conditioning
D: classical conditioning 49

Question 13: Uncle Tobys’ successful launch into other product categories such
as two-minute noodles and snacks is a process termed _______, which is an
example of a marketer capitalising on its _______.

A: family branding; brand loyalty
B: umbrella branding; brand equity
C: brand extension; brand sovereignty
D: family branding; brand leverage
E: umbrella branding; brand dominance

Question 14: The essence of emotion is:

A: the behaviours generated by specific emotions
B: the needs fulfilled by specific emotions
C: the thoughts generated by different emotions
D: subjectively determined feelings

Question 15: Motivation is:

A: the common responses that an individual makes to a variety of situations
B: the underlying pattern that isolates specific behaviours
C: the reason for behaviour
D: a state of physiological imbalance, which compels action

Question 16: Celebrity sources may enhance attitude change since:

A: they may attract attention
B: they may be viewed as being highly credible
C: consumers may desire to emulate them
D: their characteristics may reinforce product characteristics
E: all of the above 50

Question 17: An attitude is:

A: an enduring organisation of motivational, emotional, perceptual and cognitive
processes with respect to some aspect of an individual's environment
B: what we think about the objects that make up the world we live in
C: a broad set of standards for guiding behaviour
D: our response tendencies toward some aspect of our environment

Question 18: Opinion leaders are differentiated from their peers by their:

A: role commitment
B: social class
C: interest in the product category
D: authoritarian personalities

Question 19: The diffusion process is:

A: the relative advantage of the innovation
B: the distinctiveness of the innovation
C: the process by which innovations spread throughout a market
D: the process by which an organisation develops an innovation

Question 20: The term product positioning, in the text, refers to:

A: the tangible utilities derived from an object
B: the functional attributes of a given object
C: anything available for exchange and perceived as having some value by the
potential consumer
D: the physical manifestation of the underlying functional utility of an item
E: how a product is perceived by consumers relative to competing products
51

BB Exam Revision and Specimen Questions (April 2011)

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