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business
consumer behaviour

Questions and Answers of Consumer Behaviour

T he store environment is heating up as more and more companies put their promotional resources into point-of-purchase efforts. Shoppers are now confronted by videos at the check-out, computer
Is e-commerce going to replace the high street retailer?
D iscuss the changing trends across online and high street shopping (e.g. click and collect), and identify the factors within consumer behaviour which have influenced the development of these trends
Are pop-up stores simply a fad, or a retailing concept that is here to stay?
What is time poverty, and how might it influence our purchase decisions?
Recent research (among American married and single women without children) has shown that there are major differences in individuals’ attitudes and behaviours in relation to shopping across five
conduct naturalistic observation at a local mall or shopping centre. sit in a central location and observe the activities of mall staff and customers. Keep a log of the non-retailing activity you
select three competing clothing stores in your area and conduct a store image study for each one. Ask a group of consumers to rate each store on a set of attributes and plot these ratings on the same
new interactive tools are being introduced that allow surfers on sites such as landsend.com to view apparel product selections on virtual models in full, 360-degree rotational view. In some cases,
choy and Loker (2004) 208 explored and classified internet sites supporting the wedding industry and the purchase of a wedding gown in their study of mass customisation. they identified four major
the mall or shopping centre of the future will most likely be less about purchasing products than about exploring them in a physical setting. this means that retail environments will have to become
the movement away from a ‘disposable consumer society’ towards one that emphasises creative recycling creates many opportunities for marketers. can you identify some?
What is the underground economy and why is it important to marketers?
Interview people who are selling items at a flea market or garage sale. Ask them to identify some items to which they had a strong attachment.then, see if you can prompt them to describe one or more
Culture can be thought of as a society’s personality. If your culture were a person, could you describe its personality traits?
What is the difference between an enacted norm and a crescive norm? Identify the set of crescive norms operating when a man and woman in your culture go out for dinner on a first date. What products
How do the consumer decisions involved in giftgiving differ from other purchase decisions?
Construct a ritual script for a wedding in your culture. How many artefacts can you list that are contained in this script?
What are some of the major motivations for the purchase of self-gifts? Discuss some marketing implications of these.
Describe the three stages of the rite of passage associated with graduating from university.
Identify the ritualised aspects of various kinds of sports that are employed in advertising.
Which sacred objects do you own, and how did they become sacred to you?
Interview two or three of your fellow students about collecting, talking about either their own collections or a collection of somebody they know of. Use concepts about the sacred to analyse the
What is a subculture? How does it differ from a microculture?
What is acculturation? Who are acculturation agents?
Describe the processes involved when a person assimilates to a new host culture.
Describe the progressive learning model and discuss why this perspective is important when marketing to subcultures.
If you have access to foreign TV channels, try to compare the advertising in the ones from your own country with the foreign ones. Are the styles different? Are the predominant products different? Is
locate one or more consumers (perhaps family members) who have emigrated from another country. Interview them about how they adapted to their host culture. In particular, what changes did they make
Religious symbolism is being used increasingly in advertising, even though some people object to this practice. For example, the French fashion house Marithe and François Girbaud used a poster of
Work in small groups. Assume the role of market researchers who have to report to a FMCG brand manager from a multinational who is about to undertake a product launch into a new geographic area
This chapter states that people play different roles and that their consumption behaviours may differ depending on the particular role they are playing. State whether you agree or disagree with this
Some researchers believe that the field of consumer behaviour should be a pure, rather than an applied, science. That is, research issues should be framed in terms of their scientific interest rather
In recent years, there has been a large debate about the influence that internet shopping will have on our consumer lives. Try listing the changes that you personally have made in your buying and
Name some products or services that are widely used by your social group. State whether you agree or disagree with the notion that these products help to form bonds within the group, and support your
Although demographic information on large numbers of consumers is used in many marketing contexts, some people believe that the sale of data on customers’incomes, buying habits and so on
State the differences between the positivist and interpretivist approaches to consumer research. For each type of inquiry, give examples of product dimensions that would be more usefully explored
What aspects of consumer behaviour are likely to be of interest to a financial planner? To a university administrator? To a graphic arts designer? To a social worker in a government agency? To a
Select a product and brand that you use frequently and list what you consider to be the brand’s determinant attributes. Without revealing your list, ask a friend who is approximately the same age
Collect ads for five different brands of the same product. Report on the segmentation variables, target markets and emphasized product attributes in each ad.
Should consumer researchers have the right to probe into the consumer’s unconscious? Is this a violation of privacy, or just another way to gather deep knowledge of purchase motivations?
What is the difference between a want and a desire? Think about your own feelings and try to describe the differences.
Devise separate promotional strategies for an article of clothing, each of which stresses one of the levels of Maslow’s hierarchy of needs.
What is your conception of paradise? Construct a collage consisting of images you personally associate with paradise, and compare the results with those of your classmates. Do you detect any common
Construct a hypothetical means–end chain model for the purchase of a bouquet of roses. How might a florist use this approach to construct a promotional strategy?
Interview members of a celebrity fan club. Describe their level of involvement with the ‘product’ and devise some marketing opportunities to reach this group.
‘High involvement is just a fancy term for expensive.’ Do you agree?
‘University students’ concerns about ethics, the environment and vegetarianism are just a passing fad; a way to look “cool”.’ Do you agree?
Think about some of the excuses or explanations you have used towards yourself or towards others for materialistic wants. How do they correspond to the explanations and excuses accounted for here?
‘Although more money delivers big increases in happiness when you are poor, each extra dollar makes less difference once your basic needs have been met.’118 Debate this viewpoint in class.
Some market analysts see a shift in values among young people. They claim that this generation has not had a lot of stability in their lives. They are fed up with superficial relationships, and are
Contrast the hierarchies of effects outlined in the chapter. How will strategic decisions related to the marketing mix be influenced by which hierarchy is operative among target consumers?
List three functions played by attitudes, giving an example of how each function is employed in a marketing situation. To examine European countries’ attitudes towards a wide variety of issues, go
Think of a behaviour exhibited by an individual that is inconsistent with his or her attitudes (e.g. attitudes towards cholesterol, drug use or even buying things to attain status or be noticed). Ask
Using a series of semantic-differential scales, devise an attitude survey for a set of competing cars. Identify areas of competitive advantage or disadvantage for each model you incorporate.
Construct a multi-attribute model for a set of local restaurants. Based on your findings, suggest how restaurant managers can improve their establishments’image using the strategies described in
Identify the theoretical and managerial issues in changing attitudes through communications as outlined in the vignette about Jenny, and her baby Freddie, at the beginning of the chapter. Identify
A government agency wants to encourage the use of designated drivers by people who have been drinking. What advice could you give the organization about constructing persuasive communications?
Create a list of celebrities who match up with products in your country. What are the elements of the celebrities and products that make for a ‘good match’? Why?Which celebrities have a global or
Go to the Martell cognac website at www.martell.com and review the company’s site. To attract more young men to the lagging spirits brand, the ‘I am Martell’ ad campaign and website aim to
A marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Describe conditions that are more favourable for using one or the other.
Collect ads that rely on sex appeal to sell products. How often are the benefits of the actual product communicated to the reader?
‘Too often humour is used generically, using a celebrity, funny technique or twist in the tale, with the brand just tacked on.’138 Find humorous ads which are examples and counter-examples of
Observe the process of counter-argumentation by asking a friend to talk out loud while watching a commercial. Ask him or her to respond to each point in the ad or to write down reactions to the
Make a log of all the commercials shown on one television channel during a sixhour period. Categorize each according to product category, and whether they are presented as drama or argument. Describe
Collect examples of ads that rely on the use of metaphors or resonance. Do you feel these ads are effective? If you were marketing the products, would you feel more comfortable with ads that use a
The American Medical Association encountered a firestorm of controversy when it agreed to sponsor a line of health care products manufactured by Sunbeam(a decision it later reversed). Should trade or
Conduct an ‘avatar hunt’ by going to e-commerce websites, online video game sites and online communities like The Sims or Cybertown that let people select what they want to look like in
Many companies rely on celebrity endorsers as communications sources to persuade. Especially when targeting younger people, these spokespeople often are‘cool’ musicians, athletes or film stars.
How might the creation of a self-conscious state be related to consumers who are trying on clothing in changing rooms? Does the act of preening in front of a mirror change the dynamics by which
Is it ethical for marketers to encourage infatuation with the self?
List three dimensions by which the self-concept can be described.
Compare and contrast the real vs. the ideal self. List three products for which each type of self is likely to be used as a reference point when a purchase is considered.
Watch a series of ads featuring men and women on television. Try to imagine the characters with reversed roles (the male parts played by women, and vice versa).Can you see any differences in
To date, the bulk of advertising targeted at gay consumers has been placed in exclusively gay media. If it was your decision, would you consider using mainstream media to reach gays, who constitute a
Do you agree that marketing strategies tend to have a male-oriented bias? If so, what are some possible consequences for specific marketing activities?
Construct a ‘consumption biography’ of a friend or family member. Make a list and/or photograph his or her favourite possessions, and see if you or others can describe this person’s personality
If people are not always rational decision-makers, is it worth the effort to study how purchasing decisions are made? What techniques might be employed to understand experiential consumption and to
List three product attributes that can be used as quality signals and provide an example of each.
Explain the ‘evoked set’. Why is it difficult to place a product in a consumer’s evoked set after it has already been rejected? What strategies might a marketer use in an attempt to accomplish
Discuss two different non-compensatory decision rules and highlight the difference(s) between them. How might the use of one rule versus another result in a different product choice?
Choose a friend or parent who shops for groceries on a regular basis and keep a log of their purchases of common consumer products during the term. Can you detect any evidence of brand loyalty in any
Form a group of three. Pick a product and develop a marketing plan based on each of the three approaches to consumer decision-making: rational, experiential and behavioural influence. What are the
Find a person who is about to make a major purchase. Ask that person to make a chronological list of all the information sources consulted prior to making a decision. How would you characterize the
Ask a friend to ‘talk through’ the process he or she used to choose one brand rather than others during a recent purchase. Based on this description, can you identify the decision rule that was
Technology has the potential to make our lives easier by reducing the amount of clutter we need to work through in order to access the information on the internet that really interests us. On the
Give one of the scenarios described in the section on biases in decision-making to 10 to 20 people. How do the results you obtain compare with those reported in the chapter?
Think of a product you recently shopped for online. Describe your search process.How did you become aware you wanted/needed the product? How did you evaluate alternatives? Did you end up buying
Consider the five types of perceived risk in Figure 8.5 of this chapter within the context of making a decision to purchase a new diamond. Review the following websites, and discuss the kinds of risk
Discuss some of the motivations for shopping described in the chapter. How might a retailer adjust his or her strategy to accommodate these motivations?
Compare and contrast the two lists of hedonic shopping motives identified on pp. 312 and 313 in European and US research. How would you account for any differences? Why might shopping motives vary
Do you think shopping motives might be different between online and offline shopping? If so, why?
What are some positive and negative aspects of requiring employees who interact with customers to wear some kind of uniform or to impose a dress code in the office?
Think about exceptionally good and bad salespeople you have encountered in the past. What qualities seem to differentiate them?
List the five stages of a long-term service relationship. How can a practitioner of relationship marketing incorporate each stage into his or her strategy?
The store environment is heating up as more and more companies put their promotional resources into point-of-purchase efforts. Shoppers are now confronted by videos at the checkout, computer monitors
Find a spectacular consumption environment and examine how consumers’ play is encouraged and constrained by producers. How is technology used by producers and consumers in this environment to
Discuss the concept of ‘time style’. Based on your own experiences, how might consumers be segmented in terms of their time styles?
Recent research (among American married and single women without children) has shown that there are major differences in individuals’ attitudes and behaviours in relation to shopping across five
Compare and contrast different cultures’ conceptions of time. What are some implications for marketing strategy within each of these frameworks?

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