Harvard Note Quiz: Section 2.2 - Consumer Decision-Making Process PDF

### **[Quiz: Section 2.2 - The Consumer Decision-Making Process]** #### **Phase 1: Pre-Purchase** 1. **What is the first activity in the pre-purchase phase?\ **a) Evaluating alternatives\ b) Recognizing a need *(Correct)\ *c) Finalizing a choice\ d) Making a purchase 2. **Which...

### **[Quiz: Section 2.2 - The Consumer Decision-Making Process]** #### **Phase 1: Pre-Purchase** 1. **What is the first activity in the pre-purchase phase?\ **a) Evaluating alternatives\ b) Recognizing a need *(Correct)\ *c) Finalizing a choice\ d) Making a purchase 2. **Which activity typically occurs during the pre-purchase phase?\ **a) Post-purchase evaluation\ b) Information collection *(Correct)\ *c) Product disposal\ d) Payment processing 3. **What influences the duration of pre-purchase activities?\ **a) The financial stability of the consumer\ b) The nature and complexity of the purchase *(Correct)\ *c) The consumer's relationship with the seller\ d) The availability of discounts 4. **A consumer deciding to buy a sailboat is likely to spend more time in:\ **a) The purchase phase\ b) The pre-purchase phase *(Correct)\ *c) The post-purchase phase\ d) None of the above 5. **What is an example of a trigger for the pre-purchase phase?\ **a) Discovering a new product online *(Correct)\ *b) Reviewing past purchases\ c) Canceling an existing order\ d) Returning a product 6. **Why might pre-purchase activities be short for some purchases?\ **a) The consumer is highly familiar with the product *(Correct)\ *b) The product is expensive\ c) The decision involves multiple stakeholders\ d) The consumer dislikes shopping 7. **In pre-purchase decision-making, which activity follows recognizing a need?\ **a) Collecting information *(Correct)\ *b) Comparing post-purchase services\ c) Finalizing the payment\ d) Evaluating post-purchase options 8. **Pre-purchase decisions for luxury goods are typically:\ **a) Quick and impulsive\ b) Time-consuming and deliberate *(Correct)\ *c) Based on discounts\ d) Uninfluenced by advertising 9. **What is the role of information search during pre-purchase?\ **a) To finalize the choice of brand\ b) To evaluate alternatives *(Correct)\ *c) To confirm the need is legitimate\ d) To conclude the transaction 10. **Which factor most directly affects the pre-purchase phase?\ **a) Consumer's mood\ b) Complexity of the product *(Correct)\ *c) Seasonal discounts\ d) Availability of customer reviews #### **Phase 2: Purchase** 11. **What defines the purchase phase in consumer decision-making?\ **a) Post-purchase evaluation\ b) The transaction or exchange of goods *(Correct)\ *c) Alternative evaluations\ d) Information search 12. **Which example reflects a key activity in the purchase phase?\ **a) Comparing multiple options\ b) Clicking "Buy Now" on an online store *(Correct)\ *c) Collecting post-purchase feedback\ d) Assessing past purchase behavior 13. **Why is the purchase phase critical for marketers?\ **a) It determines post-purchase satisfaction\ b) It directly involves the consumer's decision to buy *(Correct)\ *c) It defines long-term brand loyalty\ d) It emphasizes the importance of returns 14. **What commonly affects the purchase phase?\ **a) Accessibility and ease of purchase *(Correct)\ *b) Long-term product value\ c) Past consumer reviews\ d) Financial planning 15. **Which of the following is a primary concern during the purchase phase?\ **a) Evaluating the reliability of a product\ b) Completing the transaction successfully *(Correct)\ *c) Gathering detailed product information\ d) Investigating alternative options 16. **A consumer choosing between online and in-store shopping is in which phase?\ **a) Pre-purchase\ b) Purchase *(Correct)\ *c) Post-purchase\ d) Alternative evaluation 17. **How can marketers influence decisions during the purchase phase?\ **a) By offering discounts and promotions *(Correct)\ *b) By reducing post-purchase satisfaction\ c) By increasing the complexity of options\ d) By limiting customer support 18. **What is a potential barrier in the purchase phase?\ **a) A lack of available payment options *(Correct)\ *b) Inadequate customer reviews\ c) Overabundance of post-purchase support\ d) Absence of competitive alternatives 19. **What typically concludes the purchase phase?\ **a) Completion of payment *(Correct)\ *b) Gathering product information\ c) Recognizing a need\ d) Evaluating alternative brands 20. **Which element is essential to a seamless purchase experience?\ **a) Extensive after-sales support\ b) Clear and simple checkout processes *(Correct)\ *c) Aggressive advertising\ d) Customer loyalty programs #### **Phase 3: Post-Purchase** 21. **What occurs during the post-purchase phase?\ **a) Alternative evaluations\ b) Consumer satisfaction assessment *(Correct)\ *c) Transaction processing\ d) Brand discovery 22. **Which activity exemplifies post-purchase behavior?\ **a) Using a product and deciding to recommend it *(Correct)\ *b) Evaluating competing brands\ c) Collecting pre-purchase reviews\ d) Searching for a new product 23. **Post-purchase satisfaction is most influenced by:\ **a) The cost of the product\ b) How well the product meets expectations *(Correct)\ *c) The brand's popularity\ d) The ease of the purchase process 24. **Which factor leads to negative post-purchase behavior?\ **a) Misleading advertising *(Correct)\ *b) Affordable pricing\ c) Effective customer support\ d) Positive product reviews 25. **What strategy can improve the post-purchase experience?\ **a) Providing detailed product descriptions\ b) Offering excellent after-sales support *(Correct)\ *c) Increasing advertising frequency\ d) Limiting return options 26. **Which term describes a customer's regret after making a purchase?\ **a) Buyer's loyalty\ b) Buyer's remorse *(Correct)\ *c) Cognitive satisfaction\ d) Post-purchase delight 27. **How can companies address post-purchase dissatisfaction?\ **a) By ignoring negative feedback\ b) By offering flexible return policies *(Correct)\ *c) By reducing customer support options\ d) By increasing the complexity of refunds 28. **What is the role of word-of-mouth in post-purchase behavior?\ **a) It has no significant impact\ b) It can influence other potential buyers *(Correct)\ *c) It ends with the purchase phase\ d) It applies only to luxury products 29. **What strategy helps maintain customer loyalty post-purchase?\ **a) Limited customer service options\ b) Personalized follow-up communications *(Correct)\ *c) Decreasing product quality\ d) Increasing product pricing 30. **Which action would reduce post-purchase regret?\ **a) Providing accurate product descriptions and expectations *(Correct)\ *b) Overpromising product benefits\ c) Limiting consumer reviews\ d) Increasing delivery times