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business
consumer behaviour

Questions and Answers of Consumer Behaviour

Why should companies encourage consumers to complain via their preferred channels? How can this benefit the business?AppendixLO1
What are the main features of consumerspace? Does it really work as a methodology?AppendixLO1
The economics of information perspective argues that advertising is important. Why?AppendixLO1
What are business ethics, and why is this an important topic?AppendixLO1
Amazon’s Echo is the market leader in smart speakers, with a nearly 72 percent market share.47 Powered by the Alexa digital assistant software, customers use the Echo to listen to music, as an
This chapter states that people play different roles and that their consumption behaviors may differ depending on the particular role they are playing.State whether you agree or disagree with this
List the three stages in the consumption process.Describe the issues that you considered in each of these stages when you made a recent important purchase.AppendixLO1
The specific way we choose to satisfy a need depends on our unique history, learning experiences, and cultural environment. For example, two classmates may feel their stomachs rumble during a
National marketers will often adapt the ways in which they market and promote products and services on a geographical basis. Is this the case in your country?Discuss with a company example.AppendixLO1
PricewaterhouseCoopers (PwC) carried out an extensive survey of 6 continents, 19 territories, and 19,000 online shoppers for its Total Retail 2015 survey.45 The survey revealed that the shift from
Businesses that use social media to appear relevant in the lives of their consumers have seen some tremendous successes. Some, however, have exposed themselves to threats they could not have
Individuals can have different relationships with brands and products. It is suggested that an individual can have a self-concept attachment, a nostalgic attachment, interdependence, or love. Choose
Critics of targeted marketing strategies argue that this practice is discriminatory and unfair, especially if such a strategy encourages a group of people to buy a product that may be injurious to
Each country or region will have some core products and services that are consumed. Collectively, the consumption of these infers some group bond. Identify examples of these specific products and
As robot companions become increasingly common, what are the ramifications for human relationships?AppendixLO1
What are the major differences between the positivist and interpretivist paradigms in consumer research?AppendixLO1
This chapter states “people often buy products not for what they do but for what they mean.” Explain the meaning of this statement and provide an example.AppendixLO1
How could interdisciplinary research in consumer behavior explain the customer profile of a national newspaper or a television news channel?AppendixLO1
Have traditional patterns of consumption been radically changed by globalization?AppendixLO1
Identify the three stages of the consumption process.AppendixLO1
How practical and useful is database marketing for most businesses?AppendixLO1
Why do some marketers embrace the concept of relationship marketing?AppendixLO1
What do we mean by an exchange?AppendixLO1
What is role theory, and how does it help us to understand consumer behavior?AppendixLO1
What are consumption communities? Give three examples of consumption communities.AppendixLO1
How would you define a consumer?AppendixLO1
Provide a definition of consumer behavior.AppendixLO1
Repeat Activity 40 for the Mosaic Global lifestyle segments.
Find and copy or describe ads that would appeal to each of the PRIZM segments discussed in the text.
Find and copy or describe ads that would appeal to each of the eight VALS segments.
Using the psychographic instrument developed in Activity 37, interview 10 students (using the questionnaire instrument). On the basis of their responses, categorize them into lifestyle segments.
Develop your own psychographic instrument(set of relevant questions) that measures the lifestyles of college students.
Use the instrument you developed in Activity 35 to measure the self-concepts of 10 male and 10 female students, all of the same nationality. What do you conclude?
Develop an instrument to measure the interdependent versus independent self-concept.
Generalizing from the global fashion lifestyles in the opener, develop a marketing strategy fora. A spab. Makeupc. Jewelryd. Shoese. Clothes
To which VALS category do you belong? To which do your parents belong? Which will you belong to when you are your parents’ age?
How is one likely to change one’s lifestyle at different stages of the household life cycle? Over one’s life, is one likely to assume more than one of the VALS lifestyle profiles described?
The following quote is from Paul Casi, president of Glenmore distilleries: “Selling cordials is a lot different from selling liquor. Cordials are like the perfume of our industry. You’re really
What challenges do you face in trying to market these products to global market segments?
Develop a marketing strategy for each of the Mosaic Global lifestyle segments for the products in Question
Develop a marketing strategy for each of the eight VALS segments fora. Verizon wirelessb. Vacation packagec. DaVinci Gourmet coffee syrupsd. CNNe. Facial cleansersf. Walmart
Develop a marketing strategy based on VALS fora. Starbucksb. Grand Canyon kayak vacationc. SiriusXM satellite radiod. Kawasaki jet skie. Triumph motorcyclesf. NBA
Use the self-concept theory to develop marketing strategies for the following products:a. The National Alzheimer Association contributionsb. BMWc. Army ROTC recruitmentd. A&W root beere. Purellf.
For each of the following products, develop one ad that would appeal to a target market characterized by predominantly independent self-concepts and another ad for a target market characterized by
What possessions are part of your extended self?Why?
Respond to the questions in Consumer Insight 12–1.
Use Table 12–2 to measure your self-concept (you choose which self-concept and justify your choice).Also measure the images of three celebrities you admire. What do you conclude?
Use Table 12–2 to measure your four self-concepts.To what extent are they similar? What causes the differences? To what extent do you think they influence your purchase behavior?
Describe the global lifestyle segments identified by Experian’s Mosaic Global.
What is geo-demographic analysis?
What do we mean by lifestyle? What factors determine and influence lifestyle?
What is a brand engagement?
How can one measure the self-concept?
How do marketers use insights about the self-concept?
What is a self-concept? What are the four types of self-concept?
What are the components of cost of goods available for sale and of cost of goods sold? Assume that the firm uses the gross method of recording purchase discounts. LO45
What effect might the recession have on priorities for consumer research and perhaps opportunities for careers in this field? LOI
Will consumers continue to save? How can brands gain back consumer trust? LOI
Explain how the wheel of consumer behavior might help to explain the changes in consumer spending. LOI
How have the changes in the economy led to changes in the consumption process? How might these influence the prepurchase, purchase, and postpurchase stages of consumer decision making? LOI
Many college students share music by downloading clips from the Internet. Interview at least five people who have downloaded at least one song or movie without paying for it. Do they feel they are
While you re talking to car owners, probe to see what (if any) relationships they have with their vehicles. Do these feelings correspond to the types of consumer/product attachments we discussed in
To what degree will consumers trade lower prices for less privacy? Car owners now can let insurance companies monitor their driving using a new technology in exchange for lower rates. Customers who
A recent book bemoans the new wave of consumergenerated content, labeling it the cult of the amateur.It compares the social networking phenomenon to the old story about the monkeys: If you put an
An entrepreneur made international news when he set up a Web site to auction the egg cells of fashion models to the highest bidder (minimum bid: $15,000). The site was targeted to people who wanted
Do marketers have the ability to control our desires or the power to create needs? Is this situation changing as the Internet creates new ways to interact with companies? If so, how? LOI
Critics of targeted marketing strategies argue that this practice is discriminatory and unfair, especially if such a strategy encourages a group of people to buy a product that may be injurious to
What aspects of consumer behavior would interest a financial planner? A university administrator? A graphic arts designer? A social worker in a government agency?A nursing instructor? LOI
List the three stages in the consumption process.Describe the issues that you considered in each of these stages when you made a recent important purchase. LOI
Although marketers use demographic information on large numbers of consumers in many contexts, some people believe that the sale of data on customers incomes, buying habits, and so on constitutes an
Name some products or services that your social group uses a lot. State whether you agree or disagree with the notion that these products help to form group bonds.Support your argument with examples
From time to time advertisers use dark humor to get their messages across, as when a lonely calorie, repairman, or robot considers suicide. Or, an ad may imply that a shopper is mentally ill if they
What do you think? Is this over the line, or does it matter where the money comes from so long as the end result is beneficial?Some researchers believe that the field of consumer behavior should be a
Nonprofit organizations routinely rely on generous corporate donations, and it s common to name facilities after benefactors. The Nationwide Childrens Hospital in Ohio is no exception; its name
A company introduced a teddy bear for Valentines Day called Crazy for You. This toy aroused the ire of mental health advocates because a straitjacket restrains the cuddly bear s paws and the stuffed
This chapter states that people play different roles and that their consumption behaviors may differ depending on the particular role they are playing. State whether you agree or disagree with this
What are the major differences between the positivist and interpretivist paradigms in consumer research? LOI
Name two different disciplines that study consumer behavior. How would their approaches to the same issue differ? LOI
Define anticonsumption, and provide two examples of it. LOI
What is shrinkage, and why is it a problem? LOI
What is an example of a consumed consumer? LOI
Define consumer addiction and give two examples. LOI
Define social marketing and give an example of this technique. LOI
Provide two examples of important legislation that relate to American consumers. LOI
The economics of information perspective argues that advertising is important. Why? LOI
What is the difference between C2C and B2C e-commerce? LOI
What do we mean by the term global consumer culture? LOI
Describe two types of relationships a consumer can have with a product. LOI
This chapter states people often buy products not for what they do but for what they mean. Explain the meaning of this statement and provide an example. LOI
What is the primary difference between transformative consumer research and regular consumer research? LOI
What is popular culture, and how does this concept relate to marketing and consumer behavior? LOI
What is database marketing? Give an example of a company that uses this technique. LOI
Why is it important for businesses to learn about their heavy users? LOI
What do we mean by an exchange? LOI
What is role theory, and how does it help us to understand consumer behavior? LOI
Define market segmentation. LOI
What is the difference between a culture and a subculture? LOI
What are demographics? Give three examples of demographic characteristics. LOI
Provide a definition of consumer behavior. LOI
The person experiences strong feelings of regret or guilt afterward. LOI

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