Week-1

1. Shopper, Buyer, and Consumer

1. Which of the following statements is true?

a) A shopper always becomes the buyer
b) A buyer never uses the product
c) A consumer always buys the product
d) A shopper may not be the buyer
Answer: d

2. Who completes the exchange transaction in the marketplace?

a) Shopper
b) Buyer
c) Consumer
d) Influencer
Answer: b

3. People do not buy products; they buy:

a) Brands
b) Features
c) Benefits
d) Prices
Answer: c

4. An influencer in consumer behavior refers to:

a) Someone who owns the product
b) Someone who manufactures the product
c) Someone who affects consumer decisions
d) A person who processes information
Answer: c

2. Total Product Concept

5. The total product concept consists of:

a) Basic core, accessory ring, psychological ring
b) Features, price, warranty
c) Physical product only
d) Market segmentation and positioning
Answer: a
 6. Which of the following is an example of basic core benefits?
a) Brand prestige
b) Laptop speed and memory
c) Feeling ahead of the crowd
d) Store reputation
Answer: b

7. Which of these belongs to the accessory ring?

a) Product design
b) Convenience of location
c) Sense of belonging
d) Fast processing speed
Answer: b

8. Which of these benefits belongs to the psychological ring?

a) Software installed
b) Store reputation
c) Feeling thrifty
d) Brand name
Answer: c

9. The perception of time in consumer behavior means:

a) Every purchase involves cost-benefit analysis
b) Every purchase saves or expands time
c) Every purchase is time-consuming
d) Every purchase depends on urgency only
Answer: b

3. Market Segmentation

10. Market segmentation refers to:

a) Creating market segments
b) Finding clusters of consumers with similar benefits
c) Dividing products into categories
d) Focusing only on price differences
Answer: b

11. Which of the following is NOT a characteristic of a viable segment?

a) Distinctiveness
b) Sufficient size
c) Measurable
 d) Unlimited diversity
Answer: d

12. Segment bounding helps marketers:

a) Increase prices
b) Differentiate among consumers and segments
c) Eliminate market research
d) Remove competition
Answer: b

13. Which of these is a segmentation strategy?

a) Countersegmentation
b) Positioning
c) Branding
d) Advertising
Answer: a

14. Which segmentation strategy focuses on one specific niche?

a) Mass marketing
b) Concentrated marketing
c) Differentiated marketing
d) Countersegmentation
Answer: b

15. “Segments of one” refers to:

a) Mass marketing
b) Focused/niche marketing
c) Differentiated marketing
d) Countersegmentation
Answer: b

4. Consumer Decision-Making Process

16. Which of these is the first step in the consumer decision process?
a) Information search
b) Alternative evaluation
c) Problem recognition
d) Post-purchase evaluation
Answer: c

17. Which of these is the correct order of the consumer decision process?
a) Need recognition → Choice → Evaluation → Search → Outcome
 b) Problem recognition → Information search → Evaluation → Choice → Outcome
c) Search → Problem recognition → Evaluation → Purchase → Outcome
d) Evaluation → Need recognition → Purchase → Search → Outcome
Answer: b

18. Positive evaluation after purchase leads to:

a) Dissatisfaction
b) Dissonance
c) Satisfaction
d) Confusion
Answer: c

19. Which concept refers to the feeling of uncertainty after making a purchase?
a) Satisfaction
b) Dissonance
c) Alternative evaluation
d) Loyalty
Answer: b

20. Loyalty is most likely when:

a) There is strong dissonance
b) There is no evaluation stage
c) Consumer is highly satisfied
d) Consumer is confused about alternatives
Answer: c

5. EKB Model & Information Processing

21. The Engel, Kollat, and Blackwell (EKB) model is:

a) A single-step model
b) A multi-mediation model
c) A psychological experiment
d) A laboratory method
Answer: b

22. Which of these is NOT a component of the EKB model?

a) Input
b) Decision process
c) Market segmentation
d) External influences
Answer: c
 23. Which of these is NOT a method of information processing in the EKB model?
a) Exposure
b) Retention
c) Attention
d) Segmentation
Answer: d

6. Methods of Studying Consumer Behavior

24. Which research method places marketers inside people’s homes?

a) Shadowing
b) In-home observation
c) Focus group
d) Field experiment
Answer: b

25. Following a consumer through the shopping process is called:

a) Longitudinal study
b) Shadowing
c) Focus group
d) Consumption research
Answer: b

26. Eye movement cameras and MRI are used in which observational method?
a) Shadowing
b) Physiological observation
c) Field experiment
d) Focus group
Answer: b

27. Which method collects repeated measures of consumer behavior over time?
a) Shadowing
b) Longitudinal study
c) Field experiment
d) Focus group
Answer: b

28. Which of the following is a type of experimentation?

a) Shadowing
b) Focus groups
c) Laboratory and field experiments
 d) Physiological observation
Answer: c

29. Focus groups usually consist of:

a) 2–3 people
b) 8–12 people
c) 15–20 people
d) More than 25 people
Answer: b

30. Which research approach focuses on how people use products?

a) Consumption research
b) Segmentation research
c) Experimental research
d) Observational research
Answer: a

31. Questions and Answers: Consumer Decision

Process
32. Problem Recognition
33. 1. What is the psychological process through which consumers evaluate the
difference between their actual state and their desired state?
34. a) Opportunity recognition
35. b) Information search
36. c) Problem recognition
37. d) Purchase decision
38. <br>
39. Answer: c) Problem recognition 1
40. <br>
41. 2. When a consumer is completely satisfied with their old product but spots a
new offer that leads them to compare their current state with a new desired state,
this is an example of what?
42. a) Actual state recognition
43. b) Problem recognition
44. c) Opportunity recognition
45. d) Situational influence
46. <br>
47. Answer: c) Opportunity recognition 2
48. <br>
49. 3. Which of the following is NOT an example of a situational influence on problem
recognition?
50. a) Replacing a product that is broken.
51. b) Acquiring a new product that leads to new needs.
52. c) Changed circumstances that lead to new needs.
53. d) A consumer's sense of drive to action.
54. <br>
55. Answer: d) A consumer's sense of drive to action. 333
56. <br>
57. 4. According to the document, which of these is a consumer influence on
problem recognition?
58. a) Price information
59. b) Promotional activities
60. c) The sense of drive to action a consumer experiences
61. d) Product acquisition
62. <br>
63. Answer: c) The sense of drive to action a consumer experiences 4
64. <br>
65. 5. What is the relationship between the "perceived distance" between a
consumer's actual state and desired state, and their recognition of a potential
need?
66. a) The smaller the distance, the more they recognize the need.
67. b) The greater the distance, the more they recognize the need.
68. c) The distance has no effect on need recognition.
69. d) The document doesn't mention the relationship.
70. <br>
71. Answer: b) The greater the distance, the more they recognize the need. 5
72. <br>
73.

74. Information Search

75. 6. What type of information search involves a consumer's own memory,
knowledge, and experience?
76. a) External search
77. b) Postpurchase search
78. c) Internal search
79. d) Ongoing search
80. <br>
81. Answer: c) Internal search 6
82. <br>
83. 7. Which of the following factors would likely lead to a high need for external
information search?
84. a) High satisfaction with past experience
85. b) The problem is new
86. c) High quality of relevant internal information
87. d) Sufficient quantity of relevant internal information
88. <br>
89. Answer: b) The problem is new 7
90. <br>
91. 8. What type of information search occurs when a consumer who is not looking
for anything in particular is drawn to a product?
92. a) Directed information search
93. b) Prepurchase information search
94. c) Accidental information search
95. d) Postpurchase information search
96. <br>
97. Answer: c) Accidental information search 8
98. <br>
99. 9. What are the two types of "capital" that can influence external information
search costs?
100. a) Monetary and social
101. b) Information and skill
102. c) Functional and psychological
103. d) Universal and retrieval
104. <br>
105. Answer: b) Information and skill 9
106. <br>
107. 10. What is a "retrieval set" in the context of an external search strategy?
108. a) All options to which a consumer has access.
109. b) A set of options the consumer accepts.
110. c) A group of options a consumer has front-of-mind awareness of.
111. d) Irrelevant information.
112. <br>
113. Answer: c) A group of options a consumer has front-of-mind awareness
10
of.
114. <br>
115.

116. General Consumer Behavior

117. 11. For a low-involvement product, how does a consumer typically
proceed in the decision process?
118. a) They will likely use all five EKB model decision process steps.
119. b) They go directly from problem recognition to choice.
120. c) They start the process but never finish.
121. d) They return to an earlier step due to marketplace changes.
122. <br>
123. Answer: b) They go directly from problem recognition to choice. 11
124. <br>
125. 12. Based on the data provided, which of the following is considered the
most believable source of information on products and services?
126. a) Celebrity endorsement
127. b) Direct-mail piece
128. c) A recommendation from a friend
129. d) Consumer Reports
130. <br>
131. Answer: d) Consumer Reports 12
132. <br>
 133. 13. A consumer who believes that they are at least in part responsible for
the outcome of their actions is categorized under which theory?
134. a) Inverted U theory
135. b) Information capital theory
136. c) Locus of control theory
137. d) Purchase decision influence theory
138. <br>
139. Answer: c) Locus of control theory 13
140. <br>
141. 14. According to the document, which of these is an example of a
marketer-controlled information source?
142. a) General purpose mass advertising media
143. b) Recommendation from a friend
144. c) Consumer Reports
145. d) All of the above
146. <br>
147. Answer: a) General purpose mass advertising media 14
148. <br>
149. 15. What is the difference between a "search product" and an "experience
product"?
150. a) Search products are specialty goods, while experience products are
convenience goods.
151. b) Search products' attributes can be evaluated prior to purchase, while
experience products are best evaluated through direct experience.
152. c) Search products are low-involvement, while experience products are
high-involvement.
153. d) Search products are always more expensive than experience products.
154. <br>
155. Answer: b) Search products' attributes can be evaluated prior to
purchase, while experience products are best evaluated through direct
experience. 15

Here is a comprehensive MCQ set based on the content in “Problem Recognition and Information
Search”. I will include questions with 4 options and correct answers, organized by topic.

✅ MCQ Question Bank – Problem Recognition and Information Search

1. Consumer Decision Process & Action Options

1. For a high-involvement product, consumers usually:

a) Skip the decision process
b) Directly choose without evaluating
 c) Follow all five steps of the EKB model
d) Only rely on marketing information
Answer: c

2. For low-involvement products, consumers often:

a) Spend a lot of time in information search
b) Directly move from problem recognition to choice
c) Always use internal information search only
d) Avoid making any decision
Answer: b

2. Problem Recognition

3. Problem recognition occurs when:

a) A product is available in the market
b) A consumer realizes a difference between actual and desired state
c) A consumer sees an advertisement
d) There is an opportunity to buy more
Answer: b

4. Which of the following refers to opportunity recognition?

a) A product breaks and needs replacement
b) A consumer wants to maintain satisfaction
c) A consumer is satisfied but finds a new desirable product
d) A consumer has a financial issue
Answer: c

5. The greater the perceived distance between actual and desired state:
a) The less the consumer feels a need
b) The more clearly the consumer recognizes a need
c) The consumer will avoid purchase
d) The consumer will delay decision
Answer: b

3. Influences on Problem Recognition

6. Which is a situational influence on problem recognition?

a) Drive to resolve conflict
b) Price information
c) Product breaking or wearing out
 d) Desire for a new product trend
Answer: c

7. A desired state consumer generally:

a) Prefers the same products as before
b) Looks for new products
c) Avoids external information
d) Is not motivated to change
Answer: b

8. Which of the following is a marketing influence on problem recognition?

a) Social influence
b) Product durability
c) Product demonstration and promotions
d) Weather conditions
Answer: c

4. Information Search Basics

9. Which of the following is NOT a type of information search?

a) Pre-purchase
b) Post-purchase
c) Ongoing
d) Limited-purchase
Answer: d

10. A consumer who already bought a product but continues to gather information is engaged in:
a) Ongoing search
b) Post-purchase search
c) Directed search
d) Accidental search
Answer: b

11. Which type of information search is purposeful and deliberate?

a) Ongoing
b) Directed pre-purchase search
c) Accidental
d) Post-purchase
Answer: b

5. Internal Information Search

 12. Internal information search involves:
a) Searching on e-commerce platforms
b) Asking salespersons for advice
c) Using consumer’s own memory and experience
d) Visiting multiple stores physically
Answer: c

13. Experts compared to novices:

a) Have no advantage in searching
b) Require more external information
c) Have extensive prior knowledge
d) Do not rely on memory
Answer: c

6. Need for External Search

14. When satisfaction with past experience is high, the need for external search is:
a) High
b) Low
c) Moderate
d) Unpredictable
Answer: b

15. Which factor increases the need for external search?

a) Few changes in alternatives
b) Short time since last decision
c) Problem is new
d) High-quality internal information
Answer: c

7. External Information Search

16. The perceived value of search depends on:

a) Ease of acquiring and using information
b) Number of stores in the market
c) Price of the product only
d) Social influence only
Answer: a

17. Which of the following is NOT a cost of external search?

a) Financial cost
 b) Time cost
c) Psychological cost
d) Loyalty cost
Answer: d

18. Which type of risk refers to the loss of money?

a) Functional
b) Financial
c) Psychological
d) Social
Answer: b

19. Which of these is NOT a type of risk in purchase decisions?

a) Social
b) Time
c) Linked-decision
d) Marketing
Answer: d

20. Information capital refers to:

a) Prior knowledge about product attributes
b) Financial ability to buy products
c) The ability to search efficiently
d) Consumer’s skill in negotiating price
Answer: a

21. Skill capital refers to:

a) Brand loyalty
b) Experience in searching effectively
c) Financial savings
d) Product durability knowledge
Answer: b

8. Consumer Influences

22. According to locus of control theory, consumers who believe outcomes are outside their control
are called:
a) Internals
b) Externals
c) Specialists
d) Influencers
Answer: b
 23. Consumers who believe they are responsible for the outcome of their actions are:
a) Internals
b) Externals
c) Passive buyers
d) Accidental buyers
Answer: a

9. Product Influence

24. Which type of goods requires the most external search?

a) Convenience goods
b) Shopping goods
c) Specialty goods
d) Everyday products
Answer: c

25. Search products are those:

a) That require trial before purchase
b) Whose attributes can be evaluated before purchase
c) Whose evaluation requires experience
d) That are intangible
Answer: b

26. Experience products require:

a) High online reviews
b) Direct experience for evaluation
c) No evaluation
d) Only internal search
Answer: b

10. External Search Strategy

27. The universal set refers to:

a) All options the consumer knows
b) All possible options in the market
c) All irrelevant information
d) The set of confirmed choices
Answer: b

28. The retrieval set refers to:

a) All available options in the market
 b) Options the consumer recalls easily
c) All irrelevant options
d) Options in physical stores only
Answer: b

29. The consideration set is also called:

a) Evoked set
b) Universal set
c) Trial set
d) Experimental set
Answer: a

11. Marketplace & Sources

30. Which of the following is a marketer-controlled source of information?

a) Friends’ recommendations
b) Consumer reports
c) Package labels
d) Independent review blogs
Answer: c

31. U-commerce is characterized by:

a) Uniqueness, ubiquity, universality, unison
b) Utility, usability, unification, urgency
c) Uniformity, universality, usability, uniqueness
d) Unlimited, unified, urgent, useful
Answer: a

32. Which source is considered most believable by consumers?

a) Celebrity endorsement
b) Direct mail
c) Consumer reports
d) Mass advertising
Answer: c