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business
consumer behaviour

Questions and Answers of Consumer Behaviour

Do you think it is possible for a commercial building or attraction to attain a sacred status? Give an example from your country or region.AppendixLO1
Illustrate the concepts of separation, liminality, and aggregation in relation to your culture. Do you think the concepts are readily applicable?AppendixLO1
Some products can be classified as being either sacred or profane. It is not usual for some products to move back and forth between the two categories. Why?AppendixLO1
How can packaging design be used to suggest the binary opposition between natural and processed foods?AppendixLO1
There is a tradition, particularly in subcultures, of having to go through some rite of passages at one point of time to mark a change in social status. Identify an example from your country to
Religious festivals and ceremonies are not immune to marketing. Many have become another opportunity for businesses to make sales. Do you think that this is true? Give reasons for your
Rituals provide us with a sense of order and security.In a study of the drinking rituals of college students, the researchers found that drinking imposed order in students’ daily lives—from the
A wedding gift is often determined either by a wedding list circulated to the guests, who can select an option from it, or by societal pressure to provide some financial support to the newlyweds. How
Boots with six-inch heels were a fashion rage among young Japanese women a few years ago. Several teens died after they tripped over their shoes and fractured their skulls. However, followers of the
People in Thailand are preoccupied with supernatural forces. One common sight is a “spirit house,” a miniature dwelling intended for protective ghosts.Some include electric wiring and indoor
Cristiano Ronaldo is one of the world’s greatest footballers, but he is also one of the most superstitious.The Juventus (German football club) star has developed a series of rituals that he insists
Ask friends to describe an incident in which they received a gift they thought was inappropriate.Why did they feel this way, and how did this event influence the relationship between them and the
How might the rise of peer-to-peer music sharing influence the structure of the music CPS? One guess is that this method erodes the dominance of the big labels because listeners are more likely to
Read several romance or action novels to see if you can identify a cultural formula at work. Do you see parallels among the roles different characters play(e.g., the hero, the evildoer, the
] Identify examples of high or low culture from your country or region in terms of music, art, literature, or TV entertainment. Can you identify any cultural formulae that can be used to distinguish
The chapter states that experience-oriented gifts(e.g., lessons) do more to strengthen the relationship between givers and receivers than do material gifts.How might a marketer in the travel industry
Do you fold your pizza slice, peel your orange in one piece, or eat the frosting of a cake last? If so, you are practising a food ritual. As we discussed in this chapter, rituals are sets of
As we continue to emerge from The Great Recession, many people live frugally; they cut back on visits to restaurants, buy fewer high-end clothes and other luxury goods, and hold onto their cars much
Status symbols are products, such as Rolex watches or expensive sports cars, that we value because they show others how much money or prestige we have.Do you believe that your peer group values
Consumer behavior is influenced by internal and external factors. One external factor that sets real boundaries for consumers is their level of income. Some marketers refer to strategies directed at
Conspicuous consumption is a sign of class and position in some societies. Do you think this is important in your country? Which brands are particularly prized, and why is this the case? Collect
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 rankings
This chapter observes that some marketers find“greener pastures” when they target low-income people. How ethical is it to single out consumers who cannot afford to waste their precious resources
Research suggests that social class influences how much compassion people show to others who need help. For example, one study reported that luxury car drivers were more likely to cut off other
Identify the ritual elements of a football game.AppendixLO1
Basil Bernstein (1924–2000) was the first to contrast restricted and elaborated codes.129 How would you apply this to a key target market in your country?AppendixLO1
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?AppendixLO1
Read the brief review of the social classes in China, Japan, the Middle East, the United Kingdom, or India provided in the chapter. Suggest a new product or service suitable for such
Some countries have stratified social classes as the United States and Western Europe, while others do not.Do you think it is possible to apply social stratification to all societies?AppendixLO1
What are some of the obstacles to measuring social class in today’s society? Discuss some ways to get around these obstacles.AppendixLO1
Consumer confidence is an indicator of the level of optimism that consumers have about the performance of their country’s economy. How does consumer confidence affect the decisions of marketers and
Describe what we mean by the term mass class and summarize what causes this phenomenon.AppendixLO1
What is a current example of parody display?AppendixLO1
What is conspicuous consumption? Give a current example.AppendixLO1
What roles do status symbols play in purchase decisions?AppendixLO1
What are the three coping strategies used by consumers if counterfeiting is common in their preferred brands?AppendixLO1
How do the elites restrict access to their group?AppendixLO1
Describe the difference between a restricted and an elaborated code. Give an example of each.AppendixLO1
Identify and explain the term used to describe an individual’s aesthetic and intellectual preferences.AppendixLO1
What are the main motivators in purchasing products or services that enhance our status symbol?AppendixLO1
In some countries, it is difficult to measure and quantify social class. Why might this be the case?AppendixLO1
How are attitudes toward luxury categorized, according to SRI Consulting Business Intelligence?AppendixLO1
What is income inequality, and why is it a problem?AppendixLO1
Do you think income alone is a good determinant of social class?AppendixLO1
What is the significance of lower fertility rates in upper- and middle-class families?AppendixLO1
What is social class? Is it different from income? If so, how?AppendixLO1
What is a pecking order?AppendixLO1
How does consumer confidence influence consumer behavior?AppendixLO1
Define discretionary income.AppendixLO1
The chapter states that a culture is a society’s personality.If your culture were a person, how would you describe its personality traits?AppendixLO1
As we have seen with the Rio Olympics 2016, major sporting events can accumulate the necessary funds only with help of the brands that sponsor them.144 The relationship between these brands and the
Industrial purchase decisions are totally rational.Aesthetic or subjective factors don’t—and shouldn’t—play a role in this process. Do you agree?AppendixLO1
Describe the role of family financial officer (FFO).How does this role change over time?AppendixLO1
Describe a heuristic a couple might use when they make a decision, and provide an example of it.AppendixLO1
What is a kin-network system?AppendixLO1
What are some differences between “traditional”and “modern” couples in terms of how they allocate household responsibilities?AppendixLO1
What is the difference between an autonomic and a syncretic decision?AppendixLO1
List three roles employees play in the organizational decision-making process.AppendixLO1
What are some of the ways in which organizational decisions differ from individual consumer decisions? How are they similar?AppendixLO1
Summarize the buyclass model of purchasing.How do decisions differ within each class?AppendixLO1
What is a prediction market?AppendixLO1
What are some factors that influence how an organizational buyer evaluates a purchase decision?AppendixLO1
How does knowing what you now know about B2B decisions change the way you might approach a marketing campaign to influence the members of a buying center?AppendixLO1
McCann Worldgroup, a global network of advertising agencies headquartered in the United States, manages over 50 brand community pages with over 4 million fans.145 None of the communication strategies
How does the Principle of Least Interest relate to your success in a romantic relationship?AppendixLO1
Define conformity and give an example of it.Name three reasons why people conform.AppendixLO1
What is a brand community, and why is it of interest to marketers?AppendixLO1
List three types of social power, and give an example of each.AppendixLO1
What is FOMO, and why might it be important?AppendixLO1
How do you find a suitable opinion leader?AppendixLO1
What is meant by the concept of the synoptic ideal? Do you think it is true in most cases?AppendixLO1
Is there such a thing as a generalized opinion leader? Why or why not?AppendixLO1
What is an opinion leader? Give three reasons why they are powerful influences on consumers’opinions.AppendixLO1
Distinguish between straight rebuy and modified rebuy.AppendixLO1
Describe some ways in which marketers use the Internet to encourage positive word-of-mouth.AppendixLO1
What is meant by homophily?AppendixLO1
What is buzz building, and how does it work?AppendixLO1
According to Gartner, a global research and advisory firm headquartered in the United States, crowdsourcing is due to increase to 75 percent by 2020.147 Its predictions even suggested that consumer
In 2013, in the United Kingdom, Channel 4’s program Dispatches featured an investigation into brands buying social media interactions. The program resulted in calls for immediate action to stop the
A consumer tribe is similar to a brand community;it is a group of people who share a lifestyle and can identify with each other because of a shared allegiance to an activity or a product. Although
The chapter discusses a scandal involving college basketball coaches who get paid by a company to require their players to wear its products. Should college players be allowed to accept their own
Walmart contended with a widespread text-messaging hoax that warned women to stay away from its stores or risk death. The digital rumor apparently originated in an urban myth (an unsubstantiated
The strategy of viral marketing gets customers to sell a product to other customers on behalf of the company.That often means convincing your friends to climb on the bandwagon, and sometimes you get
Who are the fashion opinion leaders in your country?How do they match up with the desired profile for such leaders?AppendixLO1
A study on antibranding documented hostility among consumers who object to the gas-guzzling Hummer vehicle. One driver posted this message: “The H2 is a death machine. You’d better hope that you
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
List at least 10 of your friends—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 trust and follow the
Conduct a sociometric analysis within your dormitory or neighborhood. For a product category such as music or cars, ask each individual to identify other individuals with whom he or she shares
Is the customer always right? Why or why not?AppendixLO1
Trace a referral pattern for a service provider such as a hair stylist; track how clients came to choose him or her. See if you can identify opinion leaders who are responsible for referring several
People have more leisure time than ever. Why do they feel so rushed, and how can marketers address this problem?AppendixLO1
Plastic—what would we do without it? It’s an important part of our everyday life and serves as the packaging for many products used on a daily basis. Not only is it a versatile packaging material
Interview three consumers who have used a sharing economy service, such as Zipcar, Airbnb, Snapgoods, and others. How would you characterize their experiences compared to more traditional
A Nielsen survey, in 2015, showed that 60 percent of consumers browsed online before they made a purchase in-store. However, 51 percent of consumers browsed in-store and then went home to make their
Ikea, the Swedish furniture and home design company, has 283 stores in 26 countries and generated profits of $3.2 billion in 2015. Its stores have a unique layout that cuts across image and
Using Table 10.1 as a model, construct a person–situation segmentation matrix for a brand of perfume.AppendixLO1
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
Select three competing clothing stores in your area and conduct a store image study for them. Ask a group of consumers to rate each store on a set of attributes and plot these ratings on the same
Conduct naturalistic observation at a local mall. Sit in a central location and observe the activities of mall employees and patrons. Keep a log of the non-retailing activity you observe (e.g.,
Marketers use “tricks” to minimize psychological waiting time. These techniques range from altering customers’ perceptions of a line’s length to providing distractions that divert attention

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