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business
consumer behaviour

Questions and Answers of Consumer Behaviour

15. What is meant by social risk ? How does it differ from economic risk ?
14. How is store choice affected by the perceived risk of a purchase?
13. How does the size of and distance to a retail outlet affect store selection and purchase behavior?
12. What is meant by the term spillover sales ? Why is it important?
11. What key decisions do retailers make with respect to retail price advertising?
10. What is a store brand ? How do retailers use store brands?
9. Describe Internet retailer image and compare/contrast it with store image.
What is a store image, and what are its dimensions and components?
Describe the eight segments of online shoppers.
What is meant by online privacy concern ? Why is it a particularly important issue for online shoppers?
What is multi-channel shopping and what implications does it hold for retailer strategy?
Describe Internet retailing.
3. How is the retail environment changing?
2. How does the sequence in which the brand/outlet decision is made affect the brand strategy? The retailer strategy?
1. The consumer faces the problems of both what to buy and where to buy it. How do these two types of decisions differ?
4. What are the characteristics of heavy store brand buyers (Tables 1A through 7A)? What are the retail implications?
3. What most characterizes someone who frequently uses mail-order catalogs to make purchases (DDB Tables 1A through 7A)? Does there seem to be any relationship between characteristics of Internet
2. Using the DDB Tables 1B through 7B, describe the characteristics of those who have purchased event(concert/play/sports) tickets online. What is the role of the tech-savvy trait in terms of this
1. Based on the DDB Tables 1B through 7B, what most characterizes those who feel making purchases over the Internet with a credit card is too risky ?What are the online marketing implications?
3. Visit two online retailers and select an item of interest.Go through the checkout process up to the last step (don’t buy it unless you want it!). What aspects of the process at each store might
2. Visit two Internet retailers for the same product category. Evaluate the outlet atmosphere of each.What, if anything, in the atmosphere provides the following?a. Encouragement for impulse
1. Visit three Internet retail outlets and evaluate them on the dimensions of Internet retailer image discussed in the text. Are there other dimensions or components you might add? Explain.
44. Interview a salesperson for one of the following products. Ascertain the evaluative criteria, importance weights, decision rules, and surrogate indicators that he or she believes consumers use
43 Find and copy or describe two ads that are based on affective choice. Why do you think the fi rm uses this approach? Are the ads effective? Why?
42 Find and copy or describe an ad that attempts to change the importance consumers assign to product class evaluative criteria. Is it effective? Why? Why do you think the fi rm uses this approach?
41 Find and copy or describe an ad that uses a surrogate indicator. Is it effective? Why? Why do you think the fi rm uses this approach?
40 For a product considered high in social status, develop a questionnaire that measures the evaluative criteria of that product, using both a direct and an indirect method of measurement. Compare
39. Set up a taste test experiment to determine if volunteer taste testers can perceive a just noticeable difference between three different brands of the following. To set up the experiment, store
38. Develop a short questionnaire to elicit the evaluative criteria consumers might use in selecting the following. Also, have each respondent indicate the relative importance he or she attaches to
37. Develop a list of evaluative criteria that students might use in evaluating alternative apartments they might rent. After listing these criteria, go to the local newspaper or student newspaper,
36. Conduct an extensive interview with two students who recently made a major purchase. Have them describe the process they went through. Report your results. If each represented a market segment,
35. Interview fi ve students about a recent purchase decision. What metagoals characterize these different decisions? Do your results support Consumer Insight 16–1? How would you explain any
34. Discuss surrogate indicators that could be used to evaluate the perceived quality of the products or activities listed in Question 23.
33. Describe your last two major and your last two minor purchases. What role did emotions or feelings play? How did they differ? What evaluative criteria and decision rules did you use for each? Why?
32. Describe the decision rule(s) you used or would use in buying, renting, or giving to the options listed for Question 23. Would you use different rules in different situations? Which ones? Why?
31. The table below represents a particular consumer’s evaluative criteria, criteria importance, acceptable level of performance, and judgments of performance with respect to several brands of
30. Identify fi ve products for which surrogate indicators may be used as evaluative criteria in a brand choice decision. Why are the indictors used, and how might a fi rm enhance their use (i.e.,
29. Describe a purchase decision for which you used affective choice, one for which you used attitudebased choice, and one for which you used attributebased choice. Why did the type of decision
28. Repeat Question 27, but speculate on how your instructor would answer. In what ways might his or her answer differ from yours? Why?
27. List the evaluative criteria and the importance of each that you would use in purchasing (or renting or giving to) the options in Question 23. Would situational factors change the criteria? The
26. What metagoals might you have, and what would be their relative importance to you, in purchasing(or renting or giving to) the options in Question 23?
25. For which, if any, of the options in Question 23 would you make an affective decision? What role would situational factors play?
24. Repeat Question 23, but speculate on how your instructor would answer. In what ways might his or her answer differ from yours? Why?
23. Would you use an attribute-based or an attitudebased decision approach to purchasing (or renting or giving to) the following? Which, if any, situational factors would change your approach?a. A
22. Respond to the questions in Consumer Insight 16–1.
How can knowledge of the decision rules consumers might use in a certain purchase assist a fi rm in developing marketing strategy?
How can knowledge of consumers’ evaluative criteria and criteria importance be used in developing marketing strategy?
What is the compensatory decision rule ?
What is the lexicographic decision rule ?
What is the elimination-by-aspects decision rule ?
What is the disjunctive decision rule ?
What is the conjunctive decision rule ?
14. What factors infl uence the importance of evaluative criteria?
What are surrogate indicators ? How are they used in the consumer evaluation process?
What is sensory discrimination, and what role does it play in the evaluation of products? What is meant by a just noticeable difference ?
How can the importance assigned to evaluative criteria be assessed?
What methods are available for measuring consumers’judgments of brand performance on specifi c attributes?
How can you determine which evaluative criteria consumers use?
What are evaluative criteria, and on what characteristics can they vary?
How does attribute-based choice differ from attitude-based choice ? When is each most likely?
What is the difference between consummatory motives and instrumental motives ?
What is affective choice, and when is it most likely to occur?
What are four common metagoals for consumer decisions?
What is a metagoal ?
What is meant by bounded rationality ?
What is rational choice theory?
Based on the DDB Tables 1B through 7B, what characterizes an individual who would say, “In making big decisions, I go with my heart rather than my head”? How does this relate to affective
Visit three Web sites for brands in the same product category. Using the brand information provided and the manner in which it is provided, determine what decision rule each brand appears to assume
Visit Orbitz.com. What decision rule and evaluative criteria seem to dominate? Why do you think this is?
2. Use Dell’s recommendation feature to select a laptop computer (hint: go to www.dell.com, select “small and medium business,” then click on“laptop.”). What decision rule or combination of
1. Monitor several chat sites or interest groups for a week. Prepare a report on how a marketer could learn about the following used by consumers by doing this.a. Evaluative criteriab. Decision rules
37. Develop a questionnaire to determine which products college students view as positive and which they view as negative. Measure the shopping effort associated with each type. Explain your overall
36. For each strategy in Table 15–2 , fi nd one brand that appears to be following that strategy. Describe in detail how it is implementing the strategy.
35. Develop a short questionnaire designed to measure the information search consumers engage in prior to purchasing an expensive recreational or entertainment item or service. Your questionnaire
34. For the same products listed in Question 32, ask fi ve students to list all the brands they are aware of in each product category. Then have them indicate which ones they might buy (evoked set),
33. Develop an appropriate questionnaire and complete Question 23 using information from fi ve students not in your class. Prepare a report discussing the marketing implications of your fi ndings.
32. What is your awareness set, evoked set, inert set, and inept set for the following? In what ways, if any, do you think your sets will differ from the average member of your class? Why?a. MP3
31. Describe a recent purchase in which you engaged in extensive search and one in which you did little prepurchase search. What factors caused the difference?
30. Respond to the questions in Consumer Insight 15–1.
29. What role, if any, should the government play in ensuring that consumers have easy access to relevant product information? How should it accomplish this?
28. What implications for online marketing strategy does Figure 15–6 suggest?
27. What implications for marketing strategy does Figure 15–2 suggest?
26. Is it ever in the best interest of a marketer to encourage potential customers to carry out an extended prepurchase search? Why or why not?
25. Discuss factors that may contribute to external information search and factors that act to reduce external search for information before purchase or adoption of the following:a. Car repairsb.
24. What factors contribute to the size of the awareness set, evoked set, inert set, and inept set?
23. What information sources do you think students on your campus use when acquiring the items listed below? Consider the various sources listed in Figure 15–4 in developing your answer. Do you
22. Have you used an Internet shopping service such as mysimon.com? If so, what is your evaluation of it?If no, why not?
21. Use a shopping service such as NexTag to help you choose a brand of digital camera. In what way does it help you form your evoked or consideration set?Is information overload a problem? Explain.
Of the products shown in Figure 15–3 , which product class is most likely to exhibit the most brand switching? Explain your answer in terms of the information provided in Figure 15–3 .
Pick a product/brand that you believe would require each strategy in Table 15–2 (six products in total). Justify your selection. Develop a specifi c marketing strategy for each (six strategies in
18. Describe each of the strategies listed in Question 17.
17. Describe the information search characteristics that should lead to each of the following strategies:a. Maintenanceb. Disruptc. Captured. Intercepte. Preferencef. Acceptance
16. How do situational characteristics infl uence a consumer’s information search effort?
15. How do product characteristics infl uence a consumer’s information search effort?
14. How do different consumer characteristics infl uence a consumer’s information search effort?
13. Explain how different market characteristics affect information search.
12. What factors have to be considered in the total cost of the information search? How might these factors be different for different consumers?
11. What factors might infl uence the search effort of consumers who are essentially one-stop shoppers?How do these factors differ in terms of how they infl uence limited information searchers and
10. How do nonsearchers, limited information searchers, and extended information searchers differ in their search for information?
What is search engine optimization ?

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