St.

Mary’s University
College of Open and Distance Learning
Consumer Behavior
Assignment
(2012 – I)
Student’s Name: ___________________
ID. No: ___________________________
Department: ______________________
Term: ____________________________
Center: ___________________________

Program Degree

 This is the only assignment of this course.

 This assignment is to be completed and submitted to the office of
your center. Do not attempt the assignment until you are certain
that you have understood the units it covers and have revised
your self-test exercises and learning activities, and other necessary
reference.
 If you have any question about the units and activities, state the
item/s clearly on a separate sheet of paper and attach to your
assignment paper.
 Due Date: This assignment must be submitted to the office of your
center ON OR BEFORE THE TUTORIAL PROGRAM. Please
strictly follow the deadline indicated.
Part I: True or False items
Write ‘True’ if the statement is correct and ‘False’ if it is incorrect in the space
provided. (1 pt. each)
_________ 1. Dividing the market into groups is based on variables such as age, family
size, and family life cycle as qualitative segmentation.
_________ 2. The purpose of segmentation is to determine differences among the buyers.
_________ 3. A purchaser is a person who actually consumes or uses the product or
receives the benefits of the services.
_________ 4. A decider is a person who influences how the purchases take place by an
action or a word.
__________5. Market segmentation benefits both marketers and consumers.
Part II: Multiple choice items
Choose the Correct answer to the following question and fill the letter of your choice
in the blank space. (1 pt. each)
______ 1. A level of market segmentation that focuses on one-to-one or customized
marketing is ___________.
A. segment marketing C. local marketing
B. individual marketing D. niche marketing
______ 2. The activity of feeling, selecting and interpreting consumer stimuli in the
external world to internal world is ____________.
A. sensation C. perception
B. interpretation D. categorization
______ 3. Consumers who buy only one brand all time are called __________.
A. shifting loyal C. switchers
B. split loyal D. hard core loyal
______ 4. Which type of house hold includes the nuclear family plus additional relations?
A. Family house hold C. Single-parent house hold
B. None-family house hold D. Extended family house hold
______ 5. Which one of the following is false statement about the characteristics of
culture?
A. It is acquired
B. Culture is invisible
C. Culture satisfies needs
D. Culture determine the nature or frequency of biological like hunger or sex

St. Mary’s University 1 Consumer Behavior (Degree)

______ 6. Which one lies between the actual and ideal self-images?
A. Social self image C. The expected self-image
B. Real self-image D. Ideal self-image
_____ 7. Which one is a clear managerial implication for both advertising design and
copy testing?
A. Customer mood C. Purchaser mood
B. Seller mood D. Product mood
_____ 8. Which one is the process by which individuals acquire the purchase and
consumption knowledge and experience that they apply to future related
behavior?
A. Behavior C. Repetition
B. Learning D. Experience
_____ 9. Which one is the not the characteristic of attitude among the following?
A. It has consistency C. It has inconsistency
B. It is learned pre - dispositions D. It occur within a situation
_____ 10. Which one represents your feelings or reactions to an attitudes object or to a
particular or brand?
A. Cognitive component C. Affective component
B. Behavioral component D. Response component

Part III: Short Answer (3 pts. each)

Give short and precise answer for each of the following question in the space
provided.
1. Explain the three basic forms of consumer’s social influence.
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St. Mary’s University 2 Consumer Behavior (Degree)

2. Write down the three types of situations.
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3. List down the factors Affecting Reference group influence group influence.
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4. Write down the distinct categories of strategies of attitudes change.

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5. Why is studying a consumer behavior somewhat difficult?
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St. Mary’s University 3 Consumer Behavior (Degree)