The driving force within a person that drives that person to take action is called:

• A) Motivation
• B) Primary need
• C) Secondary need
• D) Generic need

While a marketing orientation focuses on the needs of the ________, a production orientation focuses on the needs of the _________.

• A) Seller; seller
• B) Seller; buyer
• C) Buyer; seller
• D) Buyer; buyer

A person who because of his/her occupation, special training, or experience is in a unique position to help the prospective consumer evaluate the product or service that the advertisement promotes.

• A) The Common Man Appeal
• B) Trade or Spokes Character Appeal
• C) Expert Appeal
• D) Executive-Employee Spokesperson

Which of the following does not have a buying role in the context of family decision making?

• A) Decider who makes any of the decisions or sub-decisions that determine the precise nature of the purchase
• B) Reference group member who influences what is bought by the family
• C) Influencer who consciously or unconsciously affects the purchase in some way
• D) Purchaser who actually carries out the final purchase

According to Alan Hirsch study on “What flavor is your personality” , popcorns are related to which of the following characteristics?

• A) Lively, easily bored with same old routine, flirtatious, intuitive, may over commit to projects
• B) Takes charge, pitches in often, modest, self conscious, but not a show off
• C) Perfectionist, high expectations, punctual, conservative, responsible
• D) Rational, logical, contemplative, shy, prefers time alone

The lowest (base) level need exhibited on Maslow's hierarchy is:

• A) Physiological
• B) Psychological
• C) Esteem
• D) Self-actualization

All of the following are examples of Maslow's physiological needs EXCEPT _____________.

• A) Esteem
• B) Shelter
• C) Air
• D) Clothing

The _____________is entirely oriented toward immediate gratification.

• A) Ego
• B) Super ego
• C) Id
• D) Self ego

Which of the following refers to the processes that lead people to behave as they do?

• A) Learning
• B) Motivation
• C) Needs
• D) Goals

Which of the following is most likely to be determined by a consumer's culture?

• A) Goals
• B) Motivations
• C) Values
• D) Needs

Which of these traits has/have relevance to consumer behaviour?

• A) Innovativeness
• B) Need for recognition
• C) Self-consciousness
• D) All of the given options

Tiger Woods has a five year contract with Buick, estimated at $ 30 Million. This is an example of:

• A) Expert Appeal
• B) Common Man Appeal
• C) Executive and Employee Appeal
• D) Celebrity Appeal

___________ consists of the individuals who work together as a part of team and thus have sustained opportunity to influence each other’s consumption related actions and attitudes.

• A) Informal Workgroups
• B) Family Group
• C) Virtual Group
• D) Formal Workgroups

When "satisfied customers" are used in a television ad for a product, this is an example of:

• A) A symbolic group
• B) The common-man approach
• C) The celebrity approach
• D) The consumer-action group

In Freudian theory, the _________ is that part of the mind and guided by the primary desire to maximize pleasure and avoid pain.

• A) Superego
• B) Conscience
• C) Id
• D) Ego

Maslow’s ‘self actualisation’ refers to __________________.

• A) Needs essential for sustaining life
• B) Personal fulfillment
• C) Being accepted by others
• D) Personal safety

The "fight between temptation and virtue" in the mind is mediated by the:

• A) Superego
• B) Conscience
• C) Id
• D) Ego

Saima has an encyclopedic knowledge of folk music. She is very excited about alternative ways to access music by listening to radio, purchasing CDs etc. When asked by a television interviewer to descibe herself, she said, "I am a music collector, a mother of two children and a doctor." Music products are very significant to saima's _________.

• A) Career choice
• B) Self-concept
• C) Situational involvement
• D) Household demographics

When examining a specific society, researchers frequently immerse themselves in the environment under study through:

• A) Consumer field work
• B) Content analysis
• C) Focus Group Discussions
• D) Marketing strategies

Fahad purchases a different brand of cologne every time he runs low. It is related to which of the following?

• A) Attitudes have consistency
• B) Attitudes occur within a situation
• C) Attitudes are learned predisposition
• D) The attitude object