Consumer Behaviour Part 2
What is the most striking characteristic of Asian Americans?
High level of educational attainment
Common language
Homogeneity
High concentrations in rural areas
Low median household incomes
Relative to Hispanic and African American households, Asian American households are more likely to ________.
Have more buying power as a segment
Have internet access
Be similar to each other
Prefer English language ads
Have low incomes
Which of the following is true of the consumer behavior of African American consumers?
African American consumers prefer generic products
African Americans are not brand loyal
African Americans tend to buy high fashions and name brands as "signals of their success"
African American teens spend less on clothing and fine jewelry than other U.S. teens
African Americans tend to make fewer trips to the grocery store during the course of the week.
Which of the following is true of African Americans in relation to marketing and media?
African American adults tend to place a great deal of trust in African American-centric media.
Major advertisers targeting the African American market find specialized agencies to provide no benefit over general advertising agencies.
Personal grooming and food products targeted to African Americans are best advertised through mass media.
African Americans typically spend less time watching television than Caucasians
Few African Americans believe that most advertising is targeted to white people.
On a percentage basis, which of the following is the fastest-growing American minority?
African Americans
Hispanic Americans
Latin Americans
Asian Americans
Eastern European Americans
________ are considered to be largely family oriented, highly industrious, and strongly driven to achieve a middle-class lifestyle.
African Americans
Hispanic Americans
Latin Americans
Asian Americans
Eastern European Americans
The largest Asian American subsegment is the ________ nationality.
Indian
Chinese
Japanese
Korean
Vietnamese
The subculture that is furthest from being homogeneous is the ________ subculture.
African American
Hispanic American
Asian American
Mexican American
Pacific Islander
________ are the fastest-growing religious affiliation in America.
Roman Catholics
Presbyterians
Baptists
Born-again Christians
Muslims
Protestant denominations, Roman Catholicism, and Judaism are the principal organized subcultures based on ________.
Nationality
Religion
Age
Gender
Geographic Location
Hristmas is the major gift-purchasing season of the year. This corresponds with which type of subculture?
Racial
Ethnic
Age
Religious
Nationality
Kosher seals on food items are placed to cater to a(n) ________ subculture.
Ethnic
Racial
Religious
Nationality
Geographic location
The South and Midwest prefer white soft bread; the East and West coasts prefer firmer breads. This is an indication that marketers must recognize ________ subcultures.
Demographic
Geographic
Racial
Ethnic
Nationality
________ are examples of subcultural categories based on geographic region.
Lower, middle, and upper
Greek, Italian, and Russian
Eastern, Southern, and Southwestern
Female and male
Teenagers, Generation Xers, and the elderly
The fact that Skippy peanut butter is preferred on the coasts, and Jif is preferred in the South and Midwest, is an indication that marketers must research ________ subcultures.
Demographic
Geographic
Racial
Ethnic
Religious
Which major metropolitan area of the United States has the highest purchase/usage of mouthwash?
New York
Atlanta
Boston
Chicago
Los Angeles
Which major metropolitan area of the United States has the highest purchase/usage of frozen yogurt?
New York
Atlanta
Boston
Chicago
Los Angeles
The availability of ________ has allowed marketers to reallocate resources (e.g. Moving inventory around the country and shifting ad expenditures) geographically in order to increase the profitability of brands.
Scanner data
Topological factors
Linguistic cues
Content analysis
Field observation
Generation Y, Generation X, baby boomers, and seniors are four subcultural segments based on ________.
Race
Age
Gender
Geographic location
Religion
________ are examples of subcultural categories based on age.
Lower, middle, and upper
Greek, Italian, and Russian
Eastern, Southern, and Southwestern
Female and male
Teens, Generation Xers, and older Americans
Also known as the “Homeland Generation” and “Digital Natives,” members of the ________ subculture were born between 1997 and today.
Generation Z
Generation Y
Generation X
Twixters
Baby Boomers
Also known as “echo boomers” and “millenials,” members of the ________ subculture were born between the years 1980 and 1996.
Generation Y
Twixter
Generation X
Baby Boomer
Seniors
The age subculture that is most likely to use cell phones and text messaging is the ________ subculture.
Baby Boomers
Generation X
Busters
Generation Y
Seniors
The globally aware, charitable segment of Millenials that is characterized by a belief that they can have an impact on the world and make it better is known as ________.
Hip-ennials
Millenial Moms
Anti-Millenials
Gadget Gurus
Old-School Millenials
The comfort-seeking segment of Millenials that does not buy green products and cares mostly about their businesses and their families is known as ________.
Hip-ennials
Millenial Moms
Anti-Millenials
Gadget Gurus
Old-School Millenials
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