GB 350 Chapter 6.1 Exam Questions
and Answers
-Utilitarian value: - ANSWER-For example, putting gas in a car is a purely utilitarian
behaviour for most consumers. Therefore, the location of the gas station, crowding at
the pumps, speed of the pump, and cleanliness of the store (assuming a restroom
break or snack purchase is part of the deal) are important influencers of choice.
fashion subscription service, M.M. LeFleur, that targets working women who need
professional wardrobe choices with little hassle
Hedonic value - ANSWER-Value that acts as an end in itself rather than as a means
to an end
consumer decision-making process - ANSWER-•is a five-step process used by
consumers when buying goods or services.
It is used as a guide for studying how consumers make decisions
The 5 steps consumer decision-making process - ANSWER-Need Recognition
Information Search
Evaluation of alternatives
Decision
post decision behavior
Need Recognition - ANSWER-•Result of an imbalance between actual and desired
states
•Subjective in nature - ANSWER--Over half of consumers who say sustainability is
important don't know that crude oil is in their baby sunscreen10
-Gap must be wide enough to trigger action
Stimuli - ANSWER--Internal
E.g., Hunger, routine from memory of prior experience
-External
E.g., Marketing efforts, situational factors, peers and others
1 in 4 consumers feel "a lot of pressure" to spend money on Halloween (many for the
sake of social media posts)12
Opinion: "Credit cards should be called 'debt' cards"13
and Answers
-Utilitarian value: - ANSWER-For example, putting gas in a car is a purely utilitarian
behaviour for most consumers. Therefore, the location of the gas station, crowding at
the pumps, speed of the pump, and cleanliness of the store (assuming a restroom
break or snack purchase is part of the deal) are important influencers of choice.
fashion subscription service, M.M. LeFleur, that targets working women who need
professional wardrobe choices with little hassle
Hedonic value - ANSWER-Value that acts as an end in itself rather than as a means
to an end
consumer decision-making process - ANSWER-•is a five-step process used by
consumers when buying goods or services.
It is used as a guide for studying how consumers make decisions
The 5 steps consumer decision-making process - ANSWER-Need Recognition
Information Search
Evaluation of alternatives
Decision
post decision behavior
Need Recognition - ANSWER-•Result of an imbalance between actual and desired
states
•Subjective in nature - ANSWER--Over half of consumers who say sustainability is
important don't know that crude oil is in their baby sunscreen10
-Gap must be wide enough to trigger action
Stimuli - ANSWER--Internal
E.g., Hunger, routine from memory of prior experience
-External
E.g., Marketing efforts, situational factors, peers and others
1 in 4 consumers feel "a lot of pressure" to spend money on Halloween (many for the
sake of social media posts)12
Opinion: "Credit cards should be called 'debt' cards"13
