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Cards In This Set
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Billy goes to the supermarket intending to buy a block of Cadbury’s Dairy Milk chocolate, the same brand that he always purchases when he seeks chocolate. However on this particular occasion, he arrives at the supermarket to find that the store has a promotion on Lindt chocolates. Despite never having eaten Lindt before, he decides that he might as well buy it today. The next week, he returns to the store and without thinking, buys Cadbury again. What term best describes Billy’s final purchasing decision?
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Repeat-purchase decision
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At the beginning of semester B, Kevin was informed that he was able to enrol in a UNSW summer course for his undergraduate degree. He promptly did so without giving it much thought. At the end of the semester after getting an HD in MARK2051, he looked back and realised that had he better understood his goal, he would done differently. Given that his goal is to maximise his likelihood of employment, which of the following is the most appropriate reason for his line of thought?
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Understanding his goal clarified his need state and resulted in the realisation that there are other preferred methods in which he can achieve his goals
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Based on the information provided, which of these following scenarios is likely to be the one where the consumer experiences the highest level of satisfaction?
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Brian is on his way to the cinema. He’s has not seen a good drama in a while, and with the recent release of the British drama Love and Hate, today is the day Brian gets to do so.
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Nancy went to a car dealer with her husband on the weekend, hoping to find a new big car that fits 5 people as she just adopted 3 children from the orphanage. She specifically seeks a car that emphasises fuel efficiency, wider seating capacity and road safety features such as rear-view camera. Her current car is small, a decade old, requires higher fuel consumption for any given distance and breaks down often during the trips. As a marketer, which of the following solution methods would best reflect a product analysis measurement of Nancy’s problems?
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Produce a questionnaire for Nancy and her husband to fill that analyse the product features for improvement purposes.
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Ray is planning to buy a diamond necklace for his girlfriend's birthday. He does not engage in thorough information search, but decided to buy the necklace at Tiffany's since he believed that Tiffany\'92s always offers the lowest prices. Ray is:
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High in product involvement but low in purchasing involvement
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The launch of the iPhone 7 at the Apple store in Williamsburg, Brooklyn drew large crowds, with some customers having to wait up to seven hours in line before they could purchase their new smartphone. How has Apple utilised abstract consumer goals to change a relatively inactive goal into a pressing need for the consumer?
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Apple brand, innovative features and a sense of social acceptance.
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Which type of consumer decision making match all the characteristics below? Contain 2 distinct group of brand loyal decisions and repeat purchase decisions. Involves no decision per se. Limited internal information search
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Habitual decision making
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What type of purchase decision involved when John buys whitening toothpaste?
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Habitual Decision making
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Jane is a junior marketing assistant at a large airline company. Her company has recently developed a travel package to Bali for the off-peak season. This package is suitable for young people who are stressed from their busy lifestyle. What is NOT a marketing implication for Jane when marketing this product?
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Focus on marketing to full-time university students only.
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John was thinking of buying a laptop after dealing with a failing laptop for several weeks. He knows that he will have to review the features of the latest models to find which one suits his needs best. His decision on which laptop to buy is characterised by _______.
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Extended decision making
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Which of the following statements about need states is true?
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Need states take into account the inner and outer triggers that influence a consumer to purchase and/or use a product.
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What is the significance of understanding consumer goals?
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To predict consumer behaviour, motivation and purchase involvement
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Which of the following best describes the extended decision making usually associated with the purchase of high value goods such as luxury clothing, phones and cars?
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High purchase involvement, where problem recognition is generic and information search is conducted both internally and externally.
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A smoothie company are looking to employ a marketing research team with the specific task of understanding how a consumer goal may influence their smoothie purchase. However, the CEO thinks this is a bad idea as ‘we already understand consumer goals, the customer’s goal is to buy our fruit smoothies when they leave the gym’. Which of these states best describes the flaw in the CEO’s opinion?
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Consumption of the smoothie is not the only goal to a consumer. Rather, it is a means of consumers reaching their meta-goal of weight-loss through healthier eating.
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Lucy has just started her first semester at University and needs to purchase her Marketing textbook. She knows that purchasing textbooks from the bookstore can be quite expensive and she is not sure whether she should buy a second hand book or an Ebook if there is one available. After briefly looking online, Lucy finds a textbook at a discounted price. What level of involvement in the decision making process is Lucy using?
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Limited Decision Making.
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