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business
consumer behaviour

Questions and Answers of Consumer Behaviour

10-4 What are some important pros and cons of e-commerce?
10-5 List three factors that help to determine store image.
10-6 What is the difference between unplanned buying and impulse buying?
10-7 How do business models in the sharing economy differ from traditional purchase processes?
10-8 What is the difference between recycling and lateral cycling?
10-9 Are pop-up stores simply a fad, or a retailing concept that’s here to stay?
10-10 Think about exceptionally good and bad salespeople you have encountered as a shopper. What qualities seem to differentiate them from others?
10-11 Discuss the concept of timestyle. Based on your own experiences, how might we segment consumers in terms of their timestyles?
10-13 A tourism study based in Penang focused on why tourists buy products and services.93 What is the probable link between this and self-image?
10-14 Spontaneous purchases of desirable products is something all retailers want. The problem is that spontaneous purchasing also means spontaneous thefts. However, security can be expensive and,
10-20 Using Table 10.1 as a model, construct a person–situation
segmentation matrix for a brand of perfume.10-21 IKEA, the Swedish furniture and home design company, has 283 stores in 26 countries and generated profits of$3.2 billion in 2015. Their stores have a
10-23 Interview three consumers who have used a sharing economy service, such as Zipcar, Airbnb, Snapgoods, etc. How would you characterize their experiences compared to more traditional models?
10-24 People have more leisure time than ever. Why do they feel so rushed, and how can marketers address this problem?
10-25 Is the customer always right? Why or why not?
CS 10-1 How do Coca-Cola, Pepsi, Unilever, and Johnson &Johnson benefit from their various strategies with regard to plastic disposal? How do you feel about what they are doing?
CS 10-2 Why do you think Coca-Cola decided to include rewards and other experiences in their recycling campaign in Singapore? Do you think they were appropriate rewards?
CS 10-3 Suggest other ways to increase recycling in your community(besides those indicated here).
1 If someone owns a dog, what is the percentage chance they watch Fox News? What if they own a cat?
2 Which channel is much more likely to be watched by someone with four or more dogs than an average American? What is the Index value for this channel? An Index value of 100 is the benchmark for an
3 Which channel is much less likely to be watched by someone with four or more cats than compared to an average American? What is the Index value?
4 If we wanted to reach the most two to three dog-owning households by advertising on only a single cable channel, which channel would we pick?
5 Based on these results, is it fair to say that Animal Planet watchers are more likely to own either a cat or dog compared to the national average?
6 Regardless of the number of dogs or cats someone owns(including zero!), about how many U.S. adults in total said they watch the Cooking Channel?
11-1 Other people and groups, especially those that possess social power, influence our decisions.
11-2 Word-of-mouth communication is the most important driver of product choice.
11-3 Opinion leaders’ recommendations are more influential than others when we decide what to buy.
11-4 Social media changes the way we learn about and select products.
11-1 What is buzz building, and how does it work?
11-2 What is meant by homophily?
11-3 Describe some ways in which marketers use the Internet to encourage positive word-of-mouth.
11-4 Could a marketer create a generalized opinion leader?
11-5 What is an opinion leader? Give three reasons why they are powerful influences on consumers’ opinions.
11-6 Is there such a thing as a generalized opinion leader?Why or why not?
11-7 What is klout, and how is it measured?
11-8 How do you find a suitable opinion leader?
11-9 What is FOMO, and why might it be important?
11.10 List three types of social power, and give an example of each.
11-11 What is a brand community, and why is it of interest to marketers?
11-12 Define conformity and give an example of it. Name three reasons why people conform.
11-13 How does the Principle of Least Interest relate to your success in a romantic relationship?
11-14 A recent sociometric study on obesity (similar to the one we read about regarding clusters of smokers) provides a striking example of how our social networks influence what we do. The
11-15 The Rio Olympics 2016 once again proved that major sporting events would struggle to attract the necessary finance and backing if it were not for the brands that sponsor them.98 Brand owners
11-16 McCann Worldgroup manages over 50 brand community pages with over 4 million fans. None of the communication strategies are exactly the same. The focus of the efforts is common across the pages:
11-18 In 2013 in the United Kingdom, Channel 4’s program Dispatches featured an investigation into brands buying social media interactions. The documentary discovered that low-paid workers in
11-20 Who are the fashion opinion leaders in your country? How do they match up with the desired profile for such leaders?
11-22 Choose 10 people and ask them about their latest major purchase of a product or service. How did they decide that they needed that product or service? What made them choose the brand? Were they
11-23 List at least 10 of your friends. They can be close friends or acquaintances. Try to rank them in terms of their influence on your purchasing behavior. To what extent are you more likely to
11-24 The power of unspoken social norms often becomes obvious only when we violate them. To witness this result firsthand, try one of the following: Stand facing the back wall in an elevator, serve
11-25 Identify a set of avoidance groups for your peers. Can you identify any consumption decisions that you and your friends make with these groups in mind?
11-27 Although social networking is red hot, could its days be numbered? Many people have concerns about privacy issues. Others feel that platforms such as Facebook are too overwhelming. As one media
11-28 The adoption of a certain brand of shoe or apparel by athletes can be a powerful influence on students and other fans. Should high school and college coaches be paid to determine what brand of
12-1 Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.
12-2 We group consumers into social classes that say a lot about where they stand in society.
12-3 Individuals’ desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.
12-1 How have women contributed to the overall rise in income in our society?
12-2 Define discretionary income.
12-3 How does consumer confidence influence consumer behavior?
12-4 What is a pecking order?
12-5 Explain what is meant by achieved versus ascribed status.
12-6 What is the significance of lower fertility rates in higherand middle-class families?
12-7 Is income alone a good determinant of social class?
12-8 What is income inequality, and why is it a problem?
12-9 How are attitudes toward luxury categorized according to SRI Consulting Business Intelligence?
12-10 In some countries it is difficult to measure and quantify social class. Why might this be the case?
12-11 What are the main motivators in purchasing a status symbol?
12-12 What is the term used to describe an individual’s aesthetic and intellectual preferences?
12-13 Describe the difference between a restricted and an elaborated code. Give an example of each.
12-14 How do the elites restrict access to their group?
12-15 What are the three identified strategies used by consumers if counterfeiting is common in their preferred brands?
12-16 What roles do status symbols play in purchase decisions?
12-17 What is meant by the term “calculated consumption”?
12-18 What is a current example of parody display?
12-19 Describe what we mean by the term mass class and summarize what causes this phenomenon.
12-20 Consumer confidence is an indicator of the level of optimism that consumers have about the performance of their country’s economy. How might consumer confidence affect the decisions of
12-21 What are some of the obstacles to measuring social class in today’s society? Discuss some ways to get around these obstacles.
12-22 Some countries have similar stratified social classes to the United States and Western Europe, but many do not.Is it possible to apply social stratification to all societies?
12-23 Read the brief review of the social classes in China, Japan, Middle East, the United Kingdom, or India provided in the chapter. Suggest a new product or service suitable for the market.
12-24 In today’s economy, it’s become somewhat vulgar to flaunt your money—if you have any left. Do you think this means that status symbols like luxury products are passé? Why or why not?
12-25 Basil Bernstein (1924–2000) was the first to contrast restricted and elaborated codes. How would you apply this to a key target market in your country?
12-28 Compile a list of occupations and ask a sample of students in a variety of majors (both business and nonbusiness)to rank the prestige of these jobs. Can you detect any differences in these
12-29 Conspicuous consumption is a sign of class and position in some societies. Is this important in your own country?Which brands are particularly prized, and why is this the case?
13-1 Consumer identity derives from “we” as well as “I.”
13-2 Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.
13-3 Marketers increasingly use religious and spiritual themes to talk to consumers.
13-4 Our traditional notions about families are outdated.
13-5 We have many things in common with others because they are about the same age.
13-6 Teens are an important age segment for marketers.
13-7 Baby Boomers are the most economically powerful age segment.
13-8 Seniors are a more important market segment than many marketers realize.
13-9 Birds of a feather flock together in place-based subcultures.
13-1 What is a subculture?
13-2 One important subcultural difference is how abstract or literal the group is. What are the distinctions between the two?
13-3 How do marketers promote products and services to ethnic subcultures?
13-4 What is deethnicization? Give an example.
13-5 Why are Hispanic American consumers attractive to marketers?
13-6 What is acculturation? How does it differ from enculturation?
13-7 Who are acculturation agents? Give two examples.
13-8 Describe the processes involved when a person assimilates into a new host culture.
13-9 Why might a marketer be interested in the second largest ethnic group in a market? Is this group difficult for marketers to reach?

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