Consumer Purchasing Decisions Reading Answers

Jul 19, 2024

Consumer Purchasing Decisions Reading Answers is an academic reading answers topic. Consumer Purchasing Decisions Reading Answers have a total of 12 IELTS questions in total. In the questions, you have to choose the correct choice for the given statements.

Candidates should read the IELTS Reading passage thoroughly to recognize synonyms, identify keywords, and answer the questions below. IELTS Reading practice papers, which feature topics such as How to Do a Cost-Benefit Analysis Reading Answers. Candidates can use IELTS reading practice questions and answers to enhance their performance in the reading section.

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Section 1

Read the Passage to Answer the Following Questions

Consumer Purchasing Decisions

The psychologist Carl Jung posited that people make decisions in two distinct ways: by taking in a great deal of information and over time, rationally making a choice, or by making an intuitive decision quickly. However, these categories do not necessarily reflect the full complexity of decision-making, particularly when it comes to purchases. In general, purchasing goods or services involves five steps: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behaviour. These steps can happen in an instant, and although they are seemingly only affected by taste and available resources what looks like an intuitive process is actually more intricate and involves many decision points, both conscious and subconscious
All purchases, from small to large, are affected on the most fundamental level by subconscious motivations- a set of factors that cannot be easily simplified. Psychologist Abraham Maslow proposed a hierarchy of needs to explain human motivation, in which necessities such as food and shelter must first be met in order for humans to seek fulfilment of higher order needs such as acceptance and love. Maslow's hierarchy is usually shown as a pyramid, with fundamental physiological needs at the base underpinning needs concerning safety, such as financial security and physical health. After those first two tiers have been satisfied an individual can focus on needs for love and belonging. The penultimate tier consists of the need for esteem and self-respect. Only once someone has met the four more basic needs can he or she strive for the peak, self-actualization. If this final need is met, the individual has reached his true potential. Where one is on that scale may subtly affect what one will concentrate on in a purchasing decision. For instance, someone who aspires to be accepted by the members of a community will subconsciously start buying clothing that mimics what is worn by that group.
In terms of conscious decisions, psychologists have divided the process into three different styles: the single feature model the additive feature model, and the elimination of aspects model. The single feature model means that the decision maker focuses on one aspect of a product. Here one might look at cost over all else, since it might be the most important factor to someone who is not quite secure economically. For this person, buying a set of plastic plates is a better decision than investing in fine porcelain dishware. This model works best for simple and quick decisions.
The additive feature model works better for more complex decisions, such as buying a computer. Here one would look at the types of computers and their range of features. A consumer might weigh the mobility of a laptop against the power of a desktop This is all compounded, of course, by where the consumer is in Maslow's hierarchy. If the person has a good job and is using the computer to develop community or find a relationship, that may affect what he is looking for.
The elimination of aspects model is similar to the additive feature model but works in reverse. Here the consumer evaluates various choices feature by feature, and when a selection doesn't have that feature, it is eliminated until only one option is left
Clearly, explaining purchasing behavior is a complex endeavour. In fact, beyond the subconscious factors and conscious decision models are mental shortcuts that help consumers reduce the effort in making decisions. Psychologists have identified a number of these shortcuts, or heuristics, which are used frequently and help with difficult choices in particular. For example, the availability heuristic comes into play when a consumer has a previous experience with a product or brand and then makes a decision to either buy that brand or avoid it the next time. Similarly, marketers frequently capitalise on the representative heuristic, in which a consumer presented with two products will often choose the more visually familiar option. This explains why the brandings of many products look similar to one another. And even more easily understood is the price heuristic, in which a product is perceived to be of higher or lower quality based on cost, as was shown in a recent study in which consumers were presented with the exact same wine at two price points, but preferred the taste of the "more expensive" sample.

Section 2

Solution and Explanation

Questions 29-34

Choose the best answer.

The process of making a purchase

was of special interest to Carl Jung.
may be more complex than that of other decisions.
involves conscious decisions made in five stages.
happens more quickly when based on intuition.

Answer: B
Supporting statement:“........these categories do not necessarily reflect the full complexity of decision-making, particularly when it comes to purchases.........”
Keywords: Complexity, decision-making
Keyword Location: para A, line 2
Explanation: The passage suggests that purchasing decisions involve a more intricate process than other types of decisions, focusing the complexity beyond simple rational or intuitive choices.

The five levels of Maslow's hierarchy

are ordered according to the individual needs of specific people.
must be completed separately, in isolated events.
occurs in a sequence.
focus mainly on emotional needs.

Answer: C
Supporting statement:“.......Maslow proposed a hierarchy of needs to explain human motivation, in which necessities such as food and shelter must first be met in order for humans to seek fulfilment of higher order needs
such as acceptance and love..........”
Keywords: hierarchy, sequence
Keyword Location: para B, lines 2-3
Explanation: Maslow's hierarchy describes a sequential order of needs, starting from basic physiological requirements and moving up to higher-level needs. Hence C is the correct answer.

The highest level of Maslow's hierarchy of need is

admiration.
realisation of potential.
protection from the elements.
clothing.

Answer: B
Supporting statement:“.......Only once someone has met the four more basic needs can he or she strive for the peak, self-actualization. If this final need is met, the individual has reached his true potential.........”
Keywords: level, self-actualization
Keyword Location: para B, lines 7-8
Explanation: The peak of Maslow's hierarchy is self-actualization, which represents the realization of one's full potential. Hence B is the correct answer.

According to the single feature model, some will prefer to buy plastic plates instead of fine dishware because

they are most concerned about price.
they are emotionally insecure.
they do not have time to make a careful decision.
they are focused on how others will react to their choice.

Answer: A
Supporting statement:“.......one might look at cost over all else, since it might be the most important factor to someone who is not quite secure economically. For this person, buying a set of plastic plates is a better decision than investing in fine porcelain dishware.........”
Keywords: cost, important
Keyword Location: para C, lines 3-4
Explanation: The single-feature model prioritizes cost, making it the primary consideration for someone with limited financial resources. Hence A is the correct answer.

The "additive feature" decision model

offers a method to analyse the hierarchy of a person's needs.
exposes flaws in Maslow's theories.
can be combined with Maslow's hierarchy for deeper understanding.
influences a consumer's stage in Maslow's hierarchy.

Answer: C
Supporting statement:“.......This is all compounded, of course, by where the consumer is in Maslow's hierarchy..........”
Keywords: compounded, Maslow's
Keyword Location: para D, line 3
Explanation: The additive feature model can be combined with Maslow's hierarchy for a deeper understanding of consumer decisions based on their needs and financial status. Hence C is the correct answer.

The "elimination of aspects" model

involves detailed comparison.
conflicts with the "additive feature" decision model.
works best with simple purchasing decisions.
is largely subconscious.

Answer: A
Supporting statement:“.......Here the consumer evaluates various choices feature by feature, and when a selection doesn't have that feature, it is eliminated until only one option is left.........”
Keywords: evaluates, choices
Keyword Location: para E, line 2
Explanation: The elimination of aspects model involves a detailed comparison of features, eliminating options that lack desired attributes until only one remains. Hence A is the correct answer.

Questions 35-40

Match each item with the theory it relates to according to the article. Choose the correct letter A-C for questions 35-40 below.
NB You may use any letter more than once.

Physical needs take priority over emotional or intellectual needs.

Answer: A
Supporting statement:“.......necessities such as food and shelter must first be met in order for humans to seek fulfilment of higher order needs such as acceptance and love.........”
Keywords: food, shelter
Keyword Location: para B, line 2
Explanation: Maslow's hierarchy places basic physiological needs at the base, emphasizing their priority over higher-order emotional or intellectual needs. Hence A is the correct answer.

All possible features are considered carefully.

Answer: B
Supporting statement:“........the additive feature model works better for more complex decisions, such as buying a computer. Here one would look at the types of computers and their range of features .........”
Keywords: features, complex
Keyword Location: para D, lines 1-2
Explanation: The additive feature model involves carefully considering all possible features of a product, making it suitable for more complex purchasing decisions. Hence B is the correct answer.

A product is bought based on only one attribute.

Answer: B
Supporting statement:“........the single feature model means that the decision maker focuses on one aspect of a product........”
Keywords: aspect, single
Keyword Location: para C, line 2
Explanation: The single-feature model involves making a purchasing decision based on a single attribute of the product, such as cost. Hence B is the correct answer.

A consumer buys a more expensive product hoping to receive higher quality.

Answer: C
Supporting statement:“........the price heuristic, in which a product is perceived to be of higher or lower quality based on cost........”
Keywords: heuristic, quality
Keyword Location: para F, line 6
Explanation: The price heuristic leads consumers to associate higher cost with higher quality, influencing their purchasing decisions. Hence C is the correct answer.

The desire to be included in a social group influences decisions.

Answer: A
Supporting statement:“........someone who aspires to be accepted by the members of a community will subconsciously start buying clothing that mimics what is worn by that group........”
Keywords: accepted, community
Keyword Location: para B, lines 8-9
Explanation: Maslow's hierarchy includes social needs such as acceptance and belonging, which can influence purchasing decisions to fit in with a desired group. Hence A is the correct answer.

A negative experience with a brand influences future purchase decisions.

Answer: C
Supporting statement:“.........the availability heuristic comes into play when a consumer has a previous experience with a product or brand and then makes a decision to either buy that brand or avoid it the next time........”
Keywords: experience, avoid
Keyword Location: para F, lines 4-5
Explanation: The availability heuristic affects decisions based on past experiences, leading consumers to avoid brands associated with negative experiences. Hence C is the correct answer.
THEORIES