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consumer behaviour

Questions and Answers of Consumer Behaviour

Send students to a retail store of their choice and have them comment on ethnic symbols that may or may not be used in marketing the store’s products. For example, are mannequins racially diverse?
Select a product category and, using the life-cycle stages this chapter describes, list the variables likely to affect a purchase decision for the product by consumers in each stage of the cycle?
Why might a marketer be interested in the second largest ethnic group in a market? Is this group difficult for marketers to reach?
Have a group prepare a sociometric analysis of online grocery shoppers. How is this group different and similar to in-store shoppers?
Clearly some products and services are necessarily gender-orientated. Many products are needlessly gender-specific. Many women would also point out that female versions of a product are often more
How would you distinguish between a consensual purchase decision and an accommodative one? Provide an example of each of them.
What is meant by the concept of the synoptic deal? Is it relevant in most cases?
Describe the role of “family financial officer.” How does this role change over time?
What is prime? How does it differ from a nudge?
1. Discuss the success of L’Oréal’s slogan “Because I’m worth it” over time and how it has managed to connect with women. What is the role of cosmetics in the way women of different ages
Many advertisers routinely purchase stock photography when they need an image of a certain kind of person to insert in an ad. Many photos of women reflect common stereotypes, ranging from the crisp
Interview victims of burglaries or people who have lost personal property in floods,hurricanes, or other natural disasters. How do they go about reconstructing their possessions, and what effect did
How might a marketer frame a marketing campaign aimed at contemporary young mainstream female achievers (CYMFA)? Are there any key differences or similarities to the broader female market that can be
According to the Web site Voucher Codes, “pester power” costs U.K. parents U.S. $750 per year. The children were clearly influenced by advertising, and parents often used diversionary tactics to
Go to www.strategicinsights.com. Your group should explore the VALS, VALS2, and iVALS methods discussed on the website. Describe each of the methods. Pick one of the methods for further research.
Have student groups devise a list of traditional male traits with respect to personal care and hygiene. Then, have them visit a cosmetics section of a major department store and interview salespeople
Have each student interview four people (one each in their 20s, 30s, 40s, and 50s) to determine how important appearance is on the job. Then have students form groups in class to discuss their
Have groups collect information on at least three companies that have recently expanded into countries where they have not previously marketed their products. What kind of success/failure have they
Go to the various links for the website of Axe body spray. Analyze the content in terms of message appeals.
Why can “mindless” decision making actually be more efficient than devoting a lot of thought to what we buy?
List the steps in the model of cognitive decision-making?
Explain how a consumer can display signs of purchase momentum?
Name two ways in which a consumer problem arises?
Give an example of the sunk-cost fallacy?
What is an example of an exemplar product?
Distinguish between straight rebuy and modified rebuy?
How can a marketer manipulate the social and physical surroundings in a retail store to influence purchasing decisions? How does it work?
In terms of temporal factors, what does slow or fast mean?
“Helicopter moms” may be an American phenomenon, but is it a feature in your own country?
Ask one of your students to interview three people and have each respondent identify an advertisement that they have a positive attitude toward and an ad to which they have a negative attitude. Be
Have students prepare an example of the Fishbein model and present the findings to the class?
It is time for true confessions. Describe three instances when your purchase behavior was inconsistent with an attitude toward the product or service you were buying. Explain why this happened. Share
In this project, students should identify one specific example for each of the three hierarchies of the ABC model. For each, they should give details as to the application of each component.
The chapter discusses the important problem of medication adherence. How can healthcare marketers strengthen the link between intentions and behavior to boost the rate at which people actually take
What is the difference between buzz and hype?
What is source credibility, and what are two factors that influence our decision as to whether a source is credible?
List three psychological principles related to persuasion?
What are latitudes of acceptance and rejection? How does a consumer’s level of involvement with a product affect his latitude of acceptance?
How do levels of commitment to an attitude influence the likelihood it will become part of the way we think about a product in the long-term?
Complete the VALS survey. Have your group discuss the questions posed to sort you into categories. Do the questions assess important attributes for marketers to understand consumer groups? What other
Explore the site and describe in detail the personality of this brand?
Student groups should identify three examples of lifestyle marketing on the Internet. Have members of the group demonstrate at least one of these sites in class. Show how the site uses lifestyles to
Ask students to find at least two manufacturer’s ads for the same type of product (e.g., clothing, food product, personal care product, etc.) that they think are aimed at different social classes.
Ask students to think of a specific lifestyle (your own, your parent’s, your aspirations, etc.) and then make a list of products and services that are linked in the consumer’s mind to that
Let students call the local newspaper and ask about advertising inserts that are specific to a certain area of the city/town. If they do have such a service, are the ads different? How are they
Many brands attempt to capitalize on positive associations that consumers have for competing brands by copying certain characteristics. Have students identify an example of this and relate it to the
This activity can be done as an extension to or independent of assignment number 2. Have students explain why they chose the clothes they are wearing to class. Probe on this one. Was there any
Create a long list of brand slogans from the past 10 or more years—e.g., Ford, where quality is job one; I want my MTV; Always Coca-Cola; Pizza-pizza (Little Caesar’s); BMW: the ultimate driving
Have student groups design an experiment that would demonstrate the occurrence of either classical conditioning or instrumental conditioning. Have them conduct their experiment on members of the
Have student groups visit a grocery store. How are marketers taking advantage of consumer ability to “chunk” information through strategies used on packaging?
Ask groups of students to design an experiment to test the process of state-dependent retrieval. Have them conduct the experiment on ten individuals, five in a mood-congruent condition and five in a
Have student groups create a list of things that make them nostalgic. Then, during a period of a few days, have each of them identify ways that marketers of products targeted toward them have focused
Go to www.mitchellandness.com. Many companies have incorporated an element of nostalgia into their strategies to help boost sales. However, this company’s product line relies entirely on nostalgia.
Many consumers today seem to be obsessed with monitoring their emotions. They post about their feelings, track their sleep patterns, and fret about how often they’re “liked” on social media.
The chapter discusses a study that says our moods actually get worse when we spend a lot of time on Facebook because we feel like we’re wasting our time. Do you agree?
Identify a locally produced brand that has retained its normal packaging size despite having lesser contents. Did the manufacturer make this change clear?
Visit www.alesyabags.comand identify the factors used to segment the company’s target audience. How does the company use social media to engage its target audience? Given what you know about the
Go to www.netsmartz.org. This youth-oriented website presents issues and potential products to teens. If you were the marketing manager for a new bottled water product that was seeking a national
Have groups of students find an example of a recent product, service, or program that was a failure. Business Week, U.S.A. Today, the Wall Street Journal, Fortune, Forbes or some other
The specific way we choose to satisfy a need depends on our unique history, learning experiences, and cultural environment. For example, two classmates may feel their stomachs rumble during a
The chapter discussed a study that compared and contrasted people who lead “happy” lives versus those with “meaningful” lives. How does this distinction relate to the way you decide to spend
Assign each student to ask three friends to list as many brands as they can remember for a product class of their choosing. Have them ask each friend questions about each brand on the list to get a
Have students think of specific examples where their sensory, short-term, and long-term memory have been activated by marketing information?
Ask each student to complete the following assignment based on a popular national brand: Collect as many pieces of promotional material (ads, direct mail, etc.) as possible for the brand. Based on
List three types of perceived risk and give an example of each?
Some countries have similar stratified social classes to the US and Western Europe, but many do not. Is it possible to apply social stratification to all societies?
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 marketers
Describe what we mean by the term mass class and summarize what causes this phenomenon?
What is meant by the term “calculated consumption”?
What roles do status symbols play in purchase decisions?
What are the three identified strategies used by consumers if counterfeiting is common in their preferred brands?
How do the elites restrict access to their group?
What is the term used to describe an individual’s aesthetic and intellectual preferences?
What are the main motivators in purchasing a status symbol?
In some countries, it is difficult to measure and quantify social class. Why might this be the case?
How are attitudes toward luxury categorized according to SRI Consulting Business Intelligence?
What is income inequality, and why is it a problem?
Is income alone a good determinant of social class?
What is the significance of lower fertility rates in higher- and middle-class families?
Explain what is meant by achieved versus ascribed status?
Visit www.aarp.com and determine the issues of the senior citizen segment. Are there any to which marketers need to pay attention? Determine how marketers can address them?
Go to www.seventeen.com/cosmogirl and www.cosmopolitan.com. How are these two sites different? What are their two target markets? What messages and values are being transmitted by the two websites?
Go to www.mtv.com. MTV has been around for a long time. Did you watch it when you were a teen? How has it changed? What new strategies is the organization using to reach its target market of today?
Go to www.alloy.com and www.teensplatform.com. These are portals geared toward teens. How do these sites differ from Yahoo or Google for information search, ecommerce, and the presentation of other
Go to www.margaritaville.com, www.fblegacy.com, and www.anime.com. What techniques learned in the chapter is used by these websites to attract their audiences? What evidence of ethnicity do you
Go to www.catholic.org, www.lds.org, www.scientology.org,and www.baptist.org.Each of these sites expresses thoughts about religion and religious freedom. What techniques do the sites use to stimulate
Go to the following: www.bet.com, www.jetmag.com, www.ebony.com, and www.vibe.com. What do these African American interest websites have in common? How do they use desire for ethnicity to their
Have groups find good and bad examples of advertising targeted toward “seasoned citizens.” To what extent do these ads stereotype the elderly? Do you think that the elderly would like or resent
Have groups prepare a list of holidays that are oriented toward a particular subculture (e.g., Cinco de Mayo, Martin Luther King’s birthday, Passover, Easter, St. Patrick’s Day, etc.). Now have
Ask students to use a product example (i.e., food products, automobiles) to illustrate how the marketer might promote to youths to take advantage of the influence they exert on family purchase
Given that college students are tech-savvy, they can research and catalog some of the viral marketing efforts implemented by marketers. Are these effective in reaching them? If yes, why and if not,
1. Some criticize the actions of companies that try to align themselves with the values and views of subcultures as simply moves to make more money rather than attempting to make a social statement.
Interview some retired people. How are they reconstructing their identities? What opportunities do their desires present for marketers?
Authenticity and evolution are the two key words when a brand is tackling the notoriously fickle teen market. A teen chooses to eat, sleep and breathe a particular lifestyle for a brief time, and the
The human race has been on the move for countless generations. The process of acculturalisation describes the process of adapting to or adopting traits from another culture. Populations can even
The Cornetto ice cream brand in Malaysia was losing market share to local brands. Internationally, Cornetto’s advertising message revolved around love, but in Malaysia they merged love with a
Discuss the pros and cons of the voluntarily childless movement?
The United Kingdom is amongst one of the many countries that do not overtly ban advertising that is likely to cause offense to certain religious groups. Extreme cases would not be authorised for
Geodemographic techniques assume that people who live in the same neighborhood have other things in common as well. Why do they make this assumption, and how accurate is it?
What is geodemography? Is it straightforward to apply it to any market or country?

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