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business
consumer behaviour

Questions and Answers of Consumer Behaviour

Interview two students from two different foreign cultures. Report any differences in nonverbal communications they are aware of between their culture and your culture.
Interview two students from two different foreign cultures. Report their perceptions of the major differences in cultural values between their culture and your culture.
Interview two students from EU (European Union)countries. Report on the extent to which they feel the EU will be a homogeneous culture by 2025.
Analyze a foreign culture of your choice, and recommend a marketing program for a brand of one of the following made in your country:a. Automobiled. Discount retailerb. Beere. Moviesc. MP3 playerf.
Visit a site such as the Internet Newspaper ( www.trib.com/NEWS ). What value does it have in helping track American values? What other sites are useful for this?
Search for a newsgroup that is relevant for understanding the following. Report on the insights that it can provide.a. American values in generalb. Cause-related marketingc. Green marketingd. Gender
Visit www.publicagenda.org . Pick an issue that is relevant to one or more of the values discussed in this chapter and report on the data available relevant to that value.
Use the Internet to discover what, if any, causerelated marketing activities the following fi rms are involved with:a. IBMb. Subwayc. Estée Lauder Cosmeticsd. A fi rm for which you would like to work
Visit www.ftc.gov/bcp/grnrule/guides980427.htm (FTC’s most recent “Green Guide.”) and write a report about several acceptable and unacceptable advertising practices relating to Green Marketing.
Use the Internet to explore key issues facing GLBT(gay, lesbian, bisexual, transgender) consumers(one useful site is the Human Rights Campaign at www.hrc.org ).
Use the Internet to determine the role of women in purchasing the following:a. Housesb. Motorcyclesc. Greeting cards
What characterizes individuals with a traditional view of the female role? How do these individuals differ from those with a more modern view? (Use the DDB data in Tables 1B through 7B.)
What characterizes consumers who are particularly responsive to green marketing? What are the marketing strategy implications of this? (See DDB data in Tables 1B through 7B.)
Which values are most relevant to the purchase or use of the following? Are they currently favorable or unfavorable for ownership/use? Are they shifting at all? If so, is the shift in a favorable or
Respond to the questions in Consumer Insight 3–2.
In which of the four categories of responders to cause-related marketing (page 97) are you?Why?
Suppose AT&T showed a gay couple using its long-distance service or P&G showed a gay couple using one of its laundry products in ads on network television. Is a backlash by those who do not accept
Develop an advertisement for the following for each of the four female market segments described in the chapter (see pages 103 and 104).a. Bicyclesb. Online bankingc. Exercise equipmentd. Breakfast
Interview a vegetarian and a person with a strong vegetarian orientation. What values infl uence their decision to adopt this eating pattern?
Interview a salesperson who has been selling the following for at least 10 years. See if this individual has noticed a change in the purchasing roles of women over time.a. Motorcyclesb. Cell phonesc.
Pick two different environmental activism segments(e.g., True Naturals versus Overwhelmed).Find one advertisement you think is particularly appropriate or effective for each. Copy or describe each ad
Interview a salesperson for each of the following.Ascertain the interest shown in the item by males and females. Determine if males and females are concerned with different characteristics of the
Interview 10 male and 10 female students. Ask each to describe the typical owner or consumer of the following. If they do not specify, ask for the gender of the typical owner. Then probe to fi nd out
Use the Internet to describe the following characteristics of the U.S. population in 2020 ( www.census.gov is a good place to start). How will this differ from the way it is today? What are the
Evaluate the services and data provided at www.easidemographics.com .
Visit www.freedemographics.com . Register for their free demographic information. Pick two cities of interest and use the site to develop a demographic comparison using the most recent data available.
Compare and evaluate two teen Web sites such as about.com/teens, delias.com, alloy.com, teenpeople.com, gurl.com, bolt.com, and seventeen.com.
Visit the Tripod Web site ( www.tripod.lycos.com ).Evaluate this site in terms of its potential appeal to Generation X.
Visit AARP’S Web site ( www.aarp.org ). On the basis of what you read there, do you think AARP is doing a good job of appealing to baby boomers?
Which demographic variables are most closely associated with ownership of the following? What would explain this association? Which contributes most to causing the ownership? (See Tables 1A through
Which demographic variables are most closely associated with the following? What would explain this association? Which contributes most to causing each? (See Tables 1B through 6B.)a. Working hardb.
Using the DDB data in Table 5A, create age groups that approximate the generations described in the text. For which products and activities are there the greatest differences in heavier consumption
What are demographics?
What trend(s) characterizes the occupational structure of the United States?
What trend(s) characterizes the level of education in the United States?
What is an age cohort ? A cohort analysis ?
What is a social class system?
What is meant by the statement, “What exists is not a set of social classes but a series of status continua”?
What underlying cultural value determines most of the status dimensions in the United States?
What are the two basic approaches used by marketers to measure social class?
Respond to the questions in Consumer Insight 4–1.
Which demographic variable, if any, is most related to the following?a. Watching extreme sports on TVb. Skiingc. International traveld. Motorcycle ownershipe. Spa treatmentsf. Going to a NASCAR event
Describe how each of the following fi rm’s product managers should approach the ( i ) pre-Depression generation, ( ii ) Depression generation, ( iii ) baby boom generation, ( iv ) Generation X, ( v
Respond to the questions in Consumer Insight 4–2.
How could a knowledge of social stratifi cation be used in the development of a marketing strategy for the following?a. Bootsb. Expensive jewelryc. Fishingd. Breakfast cereale. Museum attendancef.
Based on the Hollingshead two-item index, what social class would your father be in? Your mother?What class will you be in at their age?
Would your answer to question 37 change if the products were limited to children’s toys?
What causes the results shown in Table 4–6 ?
On the basis of the demographics of devoted coffee shop patrons (p. 116), select two magazines in which the industry should advertise (use Standard Rate and Data [SRDS], Mediamark, or Simmons
Interview a salesperson at the following locations and obtain a description of the average purchaser in demographic terms. Are the demographic shifts predicted in the text going to increase or
Using Standard Rate and Data, Mediamark, or Simmons Research Bureau studies, pick three magazines that are oriented toward the different groups listed below. Analyze the differences in the products
Interview three people over 50.Measure their cognitive age and the variables that presumably infl uence it. Do the variables appear to “cause”cognitive age? Try to ascertain if cognitive age or
Interview two members of the following generations.Determine the extent to which they feel the text description of their generation is accurate and how they think their generation differs from the
Interview a salesperson from an expensive, moderate, and inexpensive outlet for the following.Ascertain their perceptions of the social classes or status of their customers. Determine if their sales
Examine a variety of magazines/newspapers and clip or copy an advertisement that positions a product as appropriate for each of the seven social classes described in the text (one ad per
Interview an unskilled worker, schoolteacher, retail clerk, and successful businessperson all in their 30s or 40s. Measure their social status using one of the multi-item measurement devices.Evaluate
Visit a bowling alley and a golf course parking lot. Analyze the differences in the types of cars, dress, and behaviors of those patronizing these two sports.
Volunteer to work two days or evenings at a homeless shelter, soup kitchen, or other program aimed at very low income families. Write a brief report on your experiences and reactions.
Visit Native Nations Network ( www.nativenationsnet.net ). Based on this site, what seem to be some of the major issues facing Native Americans today?
Visit Accent Marketing (a Hispanic advertising agency) at www.accentmarketing.com . Click on“Portfolio” to view examples of the campaigns they have created. Prepare a brief report on one of these
Visit Kang & Lee Advertising (an Asian American advertising agency) at www.kanglee.com . Use the resources they provide to learn more about the Asian American market.
For which products does ownership differ the most across ethnic groups (Table 5A)? Why is this the case?
What countries/regions are the major sources of America’s immigrants?
Describe the two African American consumer groups found by the Yankelovich group.
Describe three emerging trends which may make the Asian American population somewhat easier to target.
Do you agree with Miller Brewing that “the things that young Hispanic or young African American or young white people have in common are much stronger and more important than any ethnic
Although many of the following have very limited incomes, others are quite prosperous. Does marketing to prosperous members of these groups require a marketing mix different from the one used to
Describe how each of the following fi rms’ product managers should approach ( i ) the African American,( ii ) the Hispanic, ( iii ) the Asian American,( iv ) the Asian-Indian American, ( v ) the
To what extent, if any, are marketers responsible for injurious consumption involving their products?
How could social marketing help alleviate some of society’s problems?
Respond to the questions in Consumer Insight 1–2.
Interview the manager or marketing manager of a retail fi rm. Determine how this individual develops the marketing strategy. Compare this person’s process with the approach described in the text.
Interview the managers of a local charity. Determine what their assumptions about the consumer behavior of their supporters are. To what extent do they use marketing strategy to increase support for
Interview fi ve students. Have them describe the last three restaurant meals they consumed and the situations in which they were consumed. What can you conclude about the impact of the situation on
Visit one or more stores that sell the following items. Report on the sales techniques used (pointof-purchase displays, store design, salesperson comments, and so forth). What beliefs concerning
Interview individuals who sell the items listed below. Try to discover their personal models of consumer behavior for their products.a. Pleasure boatsb. Petsc. Golfi ng equipmentd. Plants and garden
Interview three individuals who recently made a major purchase and three others who made a minor purchase. In what ways were their decision processes similar? How were they different?
Is the criticism of Nike for creating a shoe that is symbolic of success to some groups (see Consumer Insight 1–2) valid? Why or why not?
How would you defi ne the product that the Hard Rock Cafe provides? What needs does it meet?
What changes would you suggest in the model in Figure 1–3 ? Why?
Respond to the questions in Consumer Insight 1–1.
What is social marketing ?
Visit the FDA’s Center for Food Safety and Applied Nutrition ( www.cfsan.fda.gov ). What food related issues are currently of concern? While there visit the food labeling and nutrition section and
Examine magazine ads for a product category that interests you. Visit two Web sites identified in the ads. Which is most effective? Why? What beliefs about consumer behavior are reflected in the ads?
Marketers are increasingly looking at the opportunities offered by older consumers. How will the number of adults 65 and over change between 2005 and 2010? What about 2005 and 2020? (Hint:visit
Market segmentation is one of the most important parts of developing a marketing strategy. Many commercial fi rms provide information and services to help defi ne and/or describe market segments.One
Some people are more prone to be infl uenced by nutritional labels than others. Use the DDB data(Tables 1B through 7B) to examine possible characteristics of these consumers. How might this
Evaluate several of PETA’s Web sites ( www.petaonline.org , www.circuses.com , www.nofi shing.net , www.taxmeat.com , and www.furisdead.com ).
Examine the DDB data in Tables 1A through 7A for differences among heavier consumers of the following.Why do you think these differences exist? How would you use these insights to develop marketing
What is required to provide superior customer value?
What is a total product ?
What is meant by injurious consumption ?
What is meant by consumer lifestyle ?
What is product position ?
What are the major outcomes for the individual of the marketing process and consumers’ responses to it?
How is service defi ned in the text?
Describe the consumer decision process.
What is involved in the conditions analysis phase of market analysis in Figure 1–1 ?
What is a moment of truth with a customer?
Describe the five-step planning process model and why each step is important in delivering quality customer service.

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