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consumer behaviour

Questions and Answers of Consumer Behaviour

Watch three hours of children’s programming on commercial television stations and evaluate the marketing techniques used in the commercials in terms of the ethical issues raised in the final
Select a product category and, using the life-cycle stages given in the chapter, list the variables that will affect a purchase decision for the product by consumers in each stage of the cycle.
Consider three important changes in modern European family structure. For each, find an example of a marketer who has attempted to be conscious of this change as reflected in product communications,
The concepts income and wealth are measured in different ways throughout Europe, in spite of the standardization of currency that took place in 1999. Look through several recent issues of Review of
What are some of the obstacles to measuring social class in European society?Discuss some ways to get around these obstacles.
What consumption differences might you expect to observe between a family characterized as underprivileged vs. one whose income is average for its social class?
When is social class likely to be a better predictor of consumer behaviour than mere knowledge of a person’s income?
Thorstein Veblen argued that women were often used as a vehicle to display their husbands’ wealth. Is this argument still valid today?
Given present environmental conditions and dwindling resources, what is the future of ‘conspicuous waste’? Can the desire to impress others with affluence ever be eliminated? If not, can it take
Some people argue that status symbols are dead. Do you agree?
Compile a list of occupations, and ask a sample of students who are studying a variety of subjects (both business and non-business) to rank the prestige of these jobs. Can you detect any differences
Compile ads that depict consumers of different social classes. What generalizations can you make about the reality of these ads and about the media in which they appear?
Identify a current set of fraudulent status symbols, and construct profiles of consumers who are wearing or using these products. Are these profiles consistent with the images portrayed in each
The chapter observes that some marketers are finding ‘greener pastures’ by targeting low-income people. How ethical is it to single out consumers who cannot afford to waste their precious
As Europe moves further into the process of creating a single market and single currency, citizens’ attitudes regarding different aspects of this complex process are monitored in all countries. See
Over the past few years, the Vatican has been involved in a variety of events aimed at developing a closer and stronger relationship with Europe’s youth. At the invitation of the Pope, Bob Dylan
Below are a number of European retail websites. After reviewing the sites, give an analysis of target market and age segmentation strategies used by these firms.www.waf.it.mall (a weekend of shopping
Why did baby boomers have such an important impact on consumer culture in the second half of the twentieth century?
How has the baby boomlet changed attitudes towards child-rearing practices and created demand for different products and services?
Is it practical to assume that people aged 55 and older constitute one large consumer market? What are some approaches to further segmenting this age subculture?
What are some important variables to keep in mind when tailoring marketing strategies to the elderly?
Find good and bad examples of advertising targeted at elderly consumers. To what degree does advertising stereotype the elderly? What elements of ads or other promotions appear to determine their
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 gift-giving 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 ritualized aspects of various kinds of sports that are employed in advertising.
Some people have raised objections to the commercial exploitation of cultural figures. For example, in the United States many consumers deplored the profits that film-makers and business people made
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
Construct a ‘biography’ of a product, tracing its progress from the time it was introduced. How long did it take to diffuse to the mass market? Do the same consumers use the product now as those
Some consumers complain that they are ‘at the mercy’ of designers: they are forced to buy whatever styles are in fashion because nothing else is available. Do you agree that there is such a thing
What is the basic difference between a fad, a fashion and a classic? Provide examples of each.
What is the difference between an art and a craft? Where would you characterize advertising within this framework?
Think about some innovative products that you can remember, but which disappeared. Try to reflect on the reasons why these innovations failed.
Then try to remember some successful innovations. What characteristics made them successful? Do the successes and failures fit with the criteria mentioned in this chapter?
The chapter mentions some instances where market research findings influenced artistic decisions, as when a film ending was reshot to accommodate consumers’preferences. Many people would oppose
Many are claiming a more individualistic style of fashion these years. Discuss whether individualism in style and fashion has actually increased or whether we are being conformist in new ways.
Compare and contrast the concepts of lifestyle and social class.
In what situations is demographic information likely to be more useful than psychographic data, and vice versa?
Discuss some concrete situations in which international similarities in lifestyles may be more relevant than national cultural differences for market segmentation and for the understanding of
The chapter mentions that psychographic analyses can be used to market politicians. Conduct research on the marketing strategies used in a recent, major election. How were voters segmented in terms
Construct separate advertising executions for a cosmetics product targeted to three of the RISC segments: ethics and universalism; appearance and international symbol status; and action and personal
Using media targeted to the group, construct a consumption constellation for the social role of university students. What set of products, activities and interests tend to appear in advertisements
If you were segmenting European consumers in terms of their relative level of materialism, how might your advertising and promotional strategy take this difference into account? Construct two
There are, of course, people of most lifestyle types in all European countries, but their numbers vary. Try to determine which lifestyles are the most common in some European countries that you know.
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
Extreme sports. Chat rooms. Vegetarianism. Can you predict what will be ‘hot’ in the near future? Identify a lifestyle trend that is just surfacing in your universe.Describe this trend in detail,
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 in
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
In your opinion, in which areas have environmental issues had the biggest impact on consumer behaviour? Why do you think that is the case?
Is the ‘political consumer’ a fad or a new and growing challenge for marketers and producers? Discuss.
Go to your local supermarket to check the selection of ecological products. How are they presented in the store? What does that say about the way these products are regarded?
Try to provide an estimate about how often environmental issues are mentioned in advertising. Are these messages credible? Why, or why not?
What do you think about boycotts as consumers’ response to what is perceived as companies’ unethical behaviour?
Identify and assess the importance of corporate social responsibility for companies, consumers and government policy.
What role does the globalization process play in your personal consumption profile?After reflecting on that, take a walk in your nearest shopping area and look for signs of the global and the local.
Try to collect advertisements that reflect the postmodern features of fragmentation, de-differentiation, hyperreality, chronology, pastiche and anti-foundationalism.
Reflect on your and your friends’ consumption patterns in the same light. What do you see?
Investigate if a case similar to that of Zahara has occurred in your community. Are there cultures and groups that require special products because of their beliefs?
Consider the repercussions on consumption caused by religious norms in other religions such as Judaism, Christianity, Buddhism, Sikhism, Hinduism.
Reflect on the future of immigration in Spain (or another country) and the consequences this may have on sectors other than the food industry e.g. banking and money transfers to other countries,
Do you believe that a company should anticipate the specific needs of an immigrant community or should it wait until their number becomes significant?
Debate the issues around acculturation, and the flow of influences between immigrant and host communities.
What new consumption trends or situations may arise out of the second or third generation of immigrants as compared to the first?
To what extent would you agree that products can be imbued with cultural meanings? What brands or products do you think are imbued with which specific cultural meanings?
The case study argued that when ethnic minorities experience racism, during the acculturation process, they may feel excluded from society. A consequence of this exclusion may be a desire to consume
Do you think that hip-hop culture and rap music’s focus on brands has more to do with general youth attitudes and behaviours regarding using brands to demonstrate a sense of belonging to reference
What proposals would you make to the Marketing Manager of Evangelos Tsantalis SA regarding the Agioritikos wine, the ‘new’ brands from Mount Athos and any further new product development from
Discuss how lifestyle choices are determined by status, role-playing and show-off issues.
What is the role of heritage and tradition in modern product choices? Are the emotional factors embodied by artisanal products strong enough to instigate purchase?
How can a company capitalize on tradition and an established image, yet move ahead?
How can wineries bypass the hurdles of generational marketing (‘I don’t want to drink what my parents’drink’)?
How can ‘historical’ brands ward off competition?
What branding opportunities arise from changing demographics: ageing population; increasing disposable income; growing interest in wine and culture; bias towards higher quality and price?
Do you think the behaviour of Sandra (and other addictive consumers) is deviant and/or abnormal?Why, or why not?
Identify some of the reasons why consumers such as Sandra may become addicted to the consumption experience. How does this inform us about the consumption behaviour and patterns of
To what extent does marketing and advertising influence the behaviour of consumers like Sandra, and should marketers be more ethical and responsible in their practices?
Discuss the ways in which collecting represents symbolic consumption.
Give examples of companies which consider collecting in their marketing strategies. Can you identify factors which make them successful and unsuccessful?
Interview a collector and try to identify the process of collecting, and also the different rituals related to his/her collecting behaviour(s).
Discuss the benefits and problems of collecting in our society.
Many consumer advocacy groups have expressed concern over the vulnerability of bereaved consumers to commercial exploitation. To what extent do you feel this concern is justified?
What are the barriers to an overtly commercial approach to providing funeral services in the UK?
In Chapter
it was noted that rituals usually involve both symbolic behaviours and artefacts. What would you consider to be the principal symbolic behaviours and artefacts in contemporary British funerals? Are
How do developments within the UK funeral industry reflect changing consumer demographics, values and lifestyles?
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 emphasised product attributes in each ad.
Find one ad that is rich in symbolism and perform a semiotic analysis of it. Identify each type of sign used in the ad and the product qualities being communicated by each.Comment on the
Collect a set of current ads for one type of product (e.g. personal computers, perfumes, laundry detergents or athletic shoes) from magazines, and analyse the colours employed.Describe the images
look through a current magazine and select one ad that captures your attention over the others.Give the reasons why.

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