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Exam 14: Consumer Decision Process and Problem Recognition

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Question 41

Multiple Choice

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The level of one's desire to resolve a particular problem depends on which factors?

A) the consumer's perception of his or her actual state and the desired state
B) the length of time required to make a decision and the level of purchase involvement
C) the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem
D) the degree of brand loyalty and the amount of time required to make a decision
E) the direction of the discrepancy between the desired and actual states and the relative importance of the purchase

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Question 42

Multiple Choice

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Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?

A) routine decision
B) repeat purchase decision
C) secondary decision
D) inconsequential decision
E) indifferent decision

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Question 43

Multiple Choice

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A completely nominal decision does not even include consideration of _____.

Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.

Kim was participating in a group discussion centered on the participants' problems encountered while taking care of their hair. Which approach to problem identification is this?

All EXCEPT which of the following nonmarketing factors affect consumers' desired state?

The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

A(n) _____ is the way an individual wants to feel or be at the present time.

One difficulty with using intuition alone to identify consumer problems is that it is a complex research technique that requires extensive training.

The Martins' home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems?

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.

Which nonmarketing factor affects a consumer's desired state?

Alex is a brand manager tasked with discovering consumer problems related to the several products and brands his company manufactures. Name and describe three of the several approaches discussed in the chapter that he could use to identify consumer problems.

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this?

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by _____.

Attempts to influence generic problem recognition are appropriate for brands that have a high market share.