customized birth certificate or story and a Buy Stuff Club Card to apply toward future purchases. Finally, each new furry friend is placed within a Club Condo carrying case which is specifically designed as a handy travel carrier and new home. As testament to the effectiveness of Build-A-Bear Workshop's extraordinary delivery system, the company has received numerous awards such as ICSC "2004 Hot Retailer Award" and was named National Retail Federation's International 2001 Retail Innovator of the Year-Global Winner. In 2008, the company's founder and CEO, Maxine Clark, was named one of The 25 Most Influential People in Retailing by Chain Store Age. In 2006, Clark was inducted into the Junior Achievement National Business Hall of Fame. As a manager of a local Build-A-Bear Workshop, Laura Gray was wondering about the service costs associated with making each bear (or other type of animal friend). Store associates, known as master Bear Builder associates, shared the experience with customers at each stage of the bear-making process and were paid $10 per hour. Laura further estimated the average activity time for each stage of the bear-making process: BUILD-A-BEAR PROCESS STEPS ACTIVITY TIMES (SECONDS)* Choose me 180 Hear me 60 Stuff me 90 Stitch me 60 Fluff me 120 Name me 120 Dress me 240 Take me Home 60 Case study Questions 1. Explain the motivation of consumers in buying from the above mentioned service and what will be your way of promoting it? (10) (300 words) 2. Segment, targeting and position the build a bear workshop in Pakistani market? (10) (300 words) 3. Explain how the Pakistani culture will impact on this idea and what will be your strategy to overcome it? (10) (200 words) Question Discuss the role of reference groups on consumer behavior while making decision during purchase. (10) (300 words)