MRA Market Analysis & Consumer Behavior 2 — Questions and Answers
Question 1: A company notices its product sales spike every November despite no promotions. Which consumer behavior concept best explains this pattern?
- Brand switching
- Seasonal purchase behavior (Correct answer)
- Impulse buying
- Cognitive dissonance
Correct answer: Seasonal purchase behavior
Seasonal purchase behavior describes predictable buying patterns tied to specific times of year, such as holiday shopping in November.
Question 2: In a conjoint analysis, what does each 'attribute level' represent?
- A distinct consumer segment
- A specific version or value of a product feature (Correct answer)
- A survey response category
- A competitive benchmark
Correct answer: A specific version or value of a product feature
Attribute levels are the specific values or options within each product feature evaluated in conjoint analysis.
Question 3: Which market analysis technique estimates the total revenue opportunity available if a product achieved 100% market share?
- Serviceable Obtainable Market (SOM)
- Total Addressable Market (TAM) (Correct answer)
- Competitive gap analysis
- Penetration rate modeling
Correct answer: Total Addressable Market (TAM)
Total Addressable Market (TAM) represents the full revenue opportunity assuming complete market penetration.
Question 4: A consumer rates a product highly immediately after purchase but returns it within a week. This behavior is most associated with:
- Post-purchase dissonance (Correct answer)
- Variety-seeking behavior
- Price sensitivity
- Brand loyalty
Correct answer: Post-purchase dissonance
Post-purchase dissonance occurs when consumers experience doubt or regret after buying, leading to returns despite initial positive ratings.
Question 5: Which segmentation variable would a researcher use to group consumers by their actual usage rate of a product?
- Demographic
- Geographic
- Psychographic
- Behavioral (Correct answer)
Correct answer: Behavioral
Behavioral segmentation divides consumers based on usage patterns, purchase frequency, loyalty status, and other behavior-related variables.
Question 6: When analyzing market share, the 'value share' metric differs from 'volume share' because it:
- Counts only premium-priced units
- Measures revenue proportion rather than unit proportion (Correct answer)
- Excludes private-label competitors
- Tracks only online sales channels
Correct answer: Measures revenue proportion rather than unit proportion
Value share measures a brand's revenue as a percentage of total category revenue, while volume share measures units sold.
Question 7: The Elaboration Likelihood Model (ELM) suggests that consumers with high involvement process persuasive messages via:
- The peripheral route
- The central route (Correct answer)
- The heuristic route
- The associative route
Correct answer: The central route
The central route involves careful, active evaluation of message arguments and is used by highly involved consumers.
MRA Market Analysis & Consumer Behavior 2
A company notices its product sales spike every November despite no promotions.
Which consumer behavior concept best explains this pattern?