Lesson 2: Consumers

1. Miranda (2009) says the consumers experience an "abundance of sameness" due to the

breadth of choices available in the marketplace. What is the social relevance of brand

choices and product alternatives? Why is it essential to recognize evolving technology,

changing lifestyles, improving income and purchasing power, and global mobility and

employability of people worldwide when creating value?

2. Among the three factors influencing consumer behavior, namely: situation, group, and

individual, which weigh greater importance when creating value for the consumers?

Why is it necessary to consider the factors of influence when formulating a marketing

strategy and making a business decision? Support the answer with the East Asian

College Consumer Decision Making (Bae, Lu-Anderson, Fujimoto, & Richelieu, 2015).

3. When influencing buying behavior, we learned that rational and emotional approaches

are necessary means. Explain the logic of the Stages of the Consumer Decision-Making

Process using the article on Demographic and Lifestyle Influencing Consumer Shopping

Behavior (Liu & Chen, 2000).