Kimberly Rose J.

Mallari
BSA 1-3
CHAPTER 2
Questions:
1. Why is knowledge of consumer behavior important to the marketer?
Knowledge of consumer behavior important to the marketer because it can lead to
better marketing decisions.
2. What stages does the buying decision process of the consumer consist of?
(1) Problem recognition; (2) Consumer information; (3) evaluation of alternatives; (4)
purchase; and (5) post-purchase evaluation.
3. What happens when the consumer performs an internal search of information?
The consumer scans his memory for experiences with products that he thinks will
satisfy his need.
4. How is the consumers satisfaction level derived?
It is a result of comparing expectations about the product against performance as
perceived by the consumer.
5. What is meant by selective exposure?
Selective exposure happens when a person pays attention only to messages that are
not against his attitudes and beliefs.
6. How are attitudes formed?
Attitudes are not formed easily. It takes many years to develop them through a
learning process which are affected by (1) family influences; (2) peer group influences;
(3) information; (4) experience; and (5) personality.
7. Why are opinion leaders expected to influence consumers?
It is because opinion leaders are believed to be experts in their respective interests.
8. What are the ways by which consumers learn to buy?
(1) Through interaction with other people; and (2) through their own personal
experiences.
9. Why is social class an important factor in consumer buying behavior?
It is because the consumers social class is a big influence on his buying behavior.
Social class refers to a group of people who have approximately equal position as viewed
by others in the society.
10. What are reference groups?
Reference groups are groups of people that are looked upon by concerned members
when forming attitudes about particular topics.
Exercises:
I.

Fill in the Blanks

1. Post-purchase evaluation
2. External search
3. Learning
4. drive
5. Selective Exposure
6. Past experienced
7. Attitude
8. Lifestyle
9. Reference groups
10. Culture
V.

Questions:

II.

Matching
1. E
2. H
3. J
4. A
5. I
6. B
7. C
8. D
9. F
10. G
III. CHAPTER 3
IV.

VI.
What are organizational markets? How many they be classified?
In what ways do organizational markets differ from consumer markets?
What is buying center?
What are the kinds of organizational buying process?
Who are the typical participants in the organizational buying processes?
What role is performed by the gatekeeper?
In recognizing the organizations problem, what factors must be considered?
In the search for information about products and services, what types of information
must be gathered about potential suppliers?
9. What steps are undertaken when evaluating the performance of the product and the
supplier?
10. What general factors influence the organizational buyer?
VII.
VIII.
IX.
X.
XI.
XII.
Exercises:
XIII.
Fill in the blanks
III. Choose the item that does not belong to
1.
the group
2. Reseller Market
1. D
3. Consumer Product and Services
2. B
4.
3. A
5. Straight Rebuy
4. D
6. A
5. B
7. A
6. D
8. A
7. C
9. After Sales Service
8. A
10. Personal
9. D
II.
10. D
1.
2.
3.
4.
5.
6.
7.
8.

I.

IV.
V.
VI.

VII.