Principles of marketing/PMKT102/Assessing customer behaviour/Quiz 1

Customer behaviour quiz

Indicate whether the following statements are true or false:

• Customers' buying behaviour is influenced by personal and psychological factors, family, and culture
  • True
    • Correct. Consumer behaviour is influenced by the environment, and different personal and situational contexts.
  • False
    • Incorrect. A person's gender, income or individual characteristics can have an impact "how", "when" and "why" they purchase different products. For example, an eyeglasses company might sell bifocals to 50+ older adults (not young children), or feminine hygiene products to women.
• Abraham Maslow's hierarchy of needs includes food, water, sleep and conscious consumption.
  • True
    • Inorrect. Typically represented as a pyramid of needs, the primary needs are physiological, followed by safety, love and belonging, with self-esteem at the top of the pyramid. Buying products and services meet certain needs, but is not the need itself.
  • False
    • Correct. Abraham Maslow's hierarchy of needs includes the most fundamental levels of needs (air, food and water) at the bottom of a pyramid, and the need for self-actualization (i.e., self-esteem, self-respect) at the top. Consumption is not a need.
• Successful marketers use cultural awareness as an important part of their marketing toolkit.
  • True
    • Correct. Culture (and sub-cultures) are about shared beliefs, customs, behaviors, and attitudes that characterize a society (i.e., group of people). Having specific knowledge about the culture pertaining to style of dress (i.e., Afghan women's burkas) can help marketers to be more successful in their marketing efforts.
  • False
    • Incorrect. It is essential for marketers to ensure their campaigns include culture. For example, tailoring a product's advertising to account for cultural differences can make a huge difference in overall success. For example, movies are marketed differently to Japanese vs. US audiences.