Subway: Make It What You Want
What factor influencing the consumer buying decision is Subway catering to when they alter their menu in countries with large Hindu and Muslim populations?
a. social class
b. values
c. lifestyle
d. opinion leader
e. culture
When a customer buys a Subway sandwich because they enjoyed one the week before, what type of information search is this customer performing?
a. marketing-controlled
b. external
c. customer-to-customer
d. internal
e. evoked
When Subway uses Martha Stewart to promote their new meatless sandwich, what role is Martha performing?
a. opinion leader
b. reference group member
c. aspirational group member
d. lifestyle expert
e. extensive information provider
When Subway describes millennials as the demographic core of their customer base, what individual influence on the consumer buying decision does this represent?
a. life-cycle stage
b. age
c. personality
d. self-concept
e. lifestyle
A customer goes to a Subway restaurant every Tuesday with her friends. What type consumer buying decision is this?
a. extensive
b. involvement
c. routine
d. primary
e. limited
Answer:
When Subway alters their menu slightly in countries such as India that have large Hindu and Muslim populations, they are catering to the factor influencing the consumer buying decision, which is culture. The correct option is e. culture.
Explanation:
Culture is a significant factor influencing consumer buying behavior. Culture is learned and can change over time. Culture includes the shared beliefs, customs, behaviors, and artifacts of a group or society that are passed down from generation to generation. People's food preferences are influenced by their culture. In a country like India, where a significant proportion of the population is either Hindu or Muslim, Subway's menu has been modified to substitute beef and pork with chicken, lamb, or pork.
A customer performing an information search by buying a Subway sandwich because they enjoyed one the week before is performing an internal information search. The correct option is d. internal.
Internal search occurs when a customer uses their memory or past experiences to find information about a product. When a customer relies on their own experience with a product, it is referred to as an internal search.
When Subway uses Martha Stewart to promote their new meatless sandwich, Martha is performing the role of an extensive information provider. The correct option is e. extensive information provider.
Martha Stewart serves as an information source for Subway's consumers. An extensive information provider is an influencer who has comprehensive information on a product or service and can help consumers in their decision-making process.
Subway's description of millennials as the demographic core of their customer base represents age as an individual influence on consumer buying decisions. The correct option is b. age.
Age is an individual influence on consumer behavior. People of different age groups have different interests and preferences when it comes to products or services.
A customer who goes to a Subway restaurant every Tuesday with her friends is making a routine consumer buying decision. The correct option is c. routine. A routine decision is one that is made with little or no conscious effort. The purchase of Subway sandwiches is an example of a routine decision because it is a habit for the customer.