Questions and Answers of Consumer Behaviour

List three actions a consumer can take if they are dissatisfied with a purchase. Voice response:
What is lateral cycling and why is it important to marketing?
What applications of queuing theory can you find employed among local services? Interview consumers who are waiting on lines to determine how (if at all) this experience affects their satisfaction
Interview people who are thinking about getting rid of items they own. Ask them to identify some items to which they have a strong attachment. Then see if you can prompt them to describe one or more
See if you can demonstrate the risky shift. Get a group of friends together and ask each to privately rate the likelihood on a scale from one to seven that they would try a controversial new product
Why have Baby Boomers had such an important impact on consumer culture?
How has the Baby Boom echo changed attitudes toward child rearing practices and created demand for different products and services?
What are some effective ways to segment the grey market?
Products can function as socialization agents for ethnic groups. What other examples can you find that serve this important function? What special problems do these create for marketers?
What are some ways in which regional subcultures are important to marketers?
What are the anticipated effects of immigration patterns on marketing activities in Canada in the next decade?
Why are ethnic subcultures something marketers would want to consider?
When is nostalgia an effective way to appeal to consumers? Can this technique backfire? Find ads that use a nostalgia appeal and critique their likely effectiveness.
What do we mean by culture? How is it related to an individual’s personality?
What are some ways we distinguish between different cultures?
Give examples of public versus private rituals. Name some ritual artifacts we use to perform these rituals. Is technology changing these rituals or creating new ones?
How are some companies using myths to create their brand?
Define a rite of passage, giving two examples. Specify the stages involved. What does a dance for recently divorced people have in common with a fraternity Hell Week?
What is collecting, and how does it differ from hoarding?
Can a company use language in the wrong way?
When should a localized strategy be preferred over a standardized strategy by a global firm?
What does it mean for a cultural taste to become part of the local meanings in a country?
Sometimes market research findings influence artistic decisions, as when a movie ending was reshot to accommodate consumers’ preferences. Many people would most likely oppose this practice,
If you worked in marketing research for a gaming firm, how might you apply the lead user concept to help you identify new product opportunities? How might you consider using advergaming as a strategy?
What is new vintage? How is this an example of reality engineering?
If you were a consultant to a video-game company, what would you forecast as the next big trend in this market? Survey gaming stores and watch what your friends are or not playing to help you with
Watch three hours of TV shows and keep a log of all product placements you see. What are the dominant products being inserted into programs?
Cristiano Ronaldo is one of the world’s greatest footballers, but he may also be one of the most superstitious. The Real Madrid star has built up a series of rituals that he insists on following
Identify examples of high or low culture from your country or region in terms of music, art, literature or TV entertainment. Can you identify cultural formulae that can be used to distinguish
1. Discuss how IKEA’s approach has helped you to better understand the debate that exists between standardization compared with adaptation for international markets?2. Compare and contrast two
Often when a couple marry, the choice of gift is defined either by a wedding list, from which the guest will have to choose, or determined by cultural pressure to provide a certain level of financial
Religious festivals and ceremonies are not immune to marketing. Many have become another opportunity for businesses to make sales. To what extent is this true? Give reasons for your answer.
Particularly in subcultures there is a tradition of having to go through some kind of entry rite at one point of time. Identify an example from your own country to illustrate this process?
How could packaging design be used to suggest the binary opposition of natural and processed foods?
Some products can be classified as being either sacred or profane. It is not usual for some products to move back and forth between the two categories. Why?
Illustrate the concepts of separation, liminality, and aggregation in relation to your own specific culture. Are the concepts readily applicable?
Is it possible for a commercial building or attraction to attain a status that borders on the sacred? Give an example from your own country or region.
What is an example of a meme?
What are the two factors that underpin the Technology Acceptance Model?
List the three stages of a rite of passage ritual?
What is a ritual? Describe three kinds of rituals and provide an example of each.
How might a consumer behave if they exhibited signs of conditioned superstition?
Everyone has grooming rituals. Examine this website and the implications that it has for male grooming. Describe how the design of the website seeks to enhance male grooming rituals that would then
After exploring this website, comment on the myth and legend of Elvis Presley. What marketing techniques are used? How has “the King” been able to retain a loyal following after all these years?
Visit www.cocacola.com and access their websites in various countries. Are the country-specific websites different? What are the main points of difference? What are the commonalities?
Go to www.dkny.com and www.esteelauder.com. What is new in fashion, style, and cosmetics? Either of these sites might give you some clue. After visiting the websites, list what you perceive to be the
Go to www.swissexpert.com and www.fashionknockoffs.com. Why do you think that the knockoff industry has become so big? Discuss this in terms of the fashion concepts discussed in the chapter. Also,
Select five different films that have a high number of brands placed in them. Then, look up reviews for each film as well as how the film did at the box office and in home video. What impact do you
Take some time as a group and browse the fashion trends from different periods. Find trends that are in fashion at one time period, then out of fashion, and then back in fashion at some other period.
Encourage a student to think of something he/she recently purchased in which advice was actively sought from others. For what reasons was advice sought? Why was the particular person selected to
Have individual students bring to class print ads aimed at a particular subculture and show how the ads attempt to address the group. Do the students think they are effective?
Does constant checking of what your network posts lead to FOMO? How might social media platforms combat the potential to cause depression among users?
Ask each student to think about individual family members, friends, and acquaintances. On paper, have them identify the people who act as opinion leaders, product innovators, and market mavens.
Each student group will have the task of forming or joining a brand community. Have them decide upon a brand that none of them really uses. Then, have them research the brand extensively and begin
What is word-of-mouth, and how can it be more powerful than advertising?
Visit a few fraternity or sorority websites and evaluate how they try to influence their current and potential brothers and sisters. Talk to students who are members and those that are not associated
Have the students videotape interviews with three individuals regarding a product they recently purchased for the first time. Why did they purchase it? What was the role of “word of mouth” and
Which is more powerful, positive or negative word-of-mouth?
Have student groups do an analysis of a rumor that was started about a product or company (e.g., a human finger found in a can of Pepsi, the “Satanic” connection in Procter & Gamble’s
Have each student identify one case of guerrilla marketing. It should be the objective to find a case where the maximum amount of promotional benefit was achieved with the least amount of resources.
What are sociometric techniques? Under what conditions does it make sense to use them?
How does knowing what you now know about B2B decisions change the way you might approach a marketing campaign to influence the members of a buying center?
What are some of the ways in which organizational decisions differ from individual consumer decisions? How are they similar?
What is a kin-network system?
A consumer tribe is similar to a brand community; it is a group of people who share a lifestyle and can identify with each other because of a shared allegiance to an activity or a product. Although
The chapter discusses a scandal involving college basketball coaches who get paid by a company to require their players to wear its products. Should college players be allowed to accept their own
A study on antibranding documented hostility among consumers who object to the gas-guzzling Hummer vehicle. One driver posted this message: “The H2 is a death machine. You’d better hope that you
Arrange to interview two married couples, one married fewer than five years and one married for more than 20 years. Prepare a response form that lists five product categories—groceries, furniture,
More than 16 million millennial women are now mothers, and that number grows by more than a million every year. These new parents demand innovations in child rearing to match their experiences in
Trace a referral pattern for a service provider such as a hair stylist; track how clients came to choose him or her. See if you can identify opinion leaders who are responsible for referring several
The power of unspoken social norms often becomes obvious only when we violate them. To witness the result firsthand, try one of the following: Stand facing the back wall in an elevator, serve dessert
Several colleges have sponsored “social media detox” events. Students at Saint Mary’s College of California were challenged to “Disconnect, Power Off and Unplug” in order to rediscover
Have student groups visit two sections of a community—one where residents are professionals and businesspeople and one where residents are mostly working class. Ask them to note how the homes vary
Have students look for the parody display segments in town – for instance, the freegans, or the blue denim pants (Von Dutch) crowd. Talk to them and determine their rationale for their lifestyle
Ask a group to classify the major retail stores (department and specialty stores) in your community according to their estimation of the social class of their target market. Have them explain how the
Have a student visit a high-end specialty store for a luxury good (i.e., Louis Vuitton, Coach, Burberry, etc.). Have them interview a sales associate or manager about the existence of the mass class
Ask students to make a list of slang terms that are used to disparage social classes. Why are these terms used? How do marketers disparage or make fun of social classes (which they do not target)?
Conduct this as an in-class activity. Prepare a list of 15 occupations and distribute copies to the class. Ask each student to rank the occupations according to prestige. Compile the results (either
Have your group designate which social class would most accurately describe each member’s current position. Where do the members expect to be in 5 years with respect to social class? What
What status symbols motivate you to purchase? Pick an example product and give an illustration.
How can online marketers use social class in marketing efforts? Give examples of good and bad usage. Go online to do this if possible.
Ask students to compile a selection of recent ads that attempt to link consumption of a product with a specific lifestyle. In class, have students demonstrate what they have found. Discuss how the
How do the worldviews of blue-collar and white-collar consumers tend to differ?
What is a taste culture?
How do you differentiate between “old money” versus “nouveau riche” consumers?
As we continue to emerge from The Great Recession, many people live frugally; they cut back on visits to restaurants, buy fewer high-end clothes and other luxury goods, and hold onto their cars much
What is a subculture?
Ask students to bring pictures of businesspersons, celebrities, athletes, etc. who, according to them, may have transcended ethnic or racial lines in terms of their appeal. Have students justify
Have your group explore www.starwars.com. How does this site make appeals to its selected audience? What are the strongest features of the website? Write a brief marketing plan for the website
Go through both mainstream and ethnic magazines and look for ads that might be culturally/religiously insensitive. Justify why the students think so.
Go to www.bratz.com. Have your group analyze how this popular toy site attempts to broaden its base to various ethnic groups. After analyzing the website, write a brief summary plan that demonstrates
Bring some magazines to class that are primarily targeted toward either African American or Caucasian audiences. Ask the students to look through each type of magazine and select advertisements that
Have student groups go to a senior citizen gathering (this can be any kind of gathering) and interview three men and three women about nostalgia. What were they most nostalgic about? How could this
What is deethnicization? Give an example.
Have student groups interview a working and a nonworking woman who have children in grade school. Have them write down the menu that they served for the previous evening meal. Ask them about the
Assign students to interview a member of a subculture other than his or her own (e.g., African American, Hispanic American, Asian American, white, Catholic, Mormon, Jewish, etc.) to discover what
Have a student visit a toy store to observe the various types of toys that are for sale to ethnic subcultures. Have them give a report on the range of toys available and specify the intended racial
Assign students to talk to a religious professional (e.g., minister or priest) about his views toward marketing to consumers based on religious preferences. What is his opinion? Does he market his
Have students collect ads that seem to stereotype some of the age groups discussed in the chapter. Are these effective or do they turn off the intended audience?
Choose a basic product that is used by people of all age groups (soft drink, toothpaste, automobile, etc.). Identify different brands of this product that target different age groups (Gen Yers, Gen

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