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business
cb: consumer behaviour
THe Why Of The Buy: Consumer Behavior And Fashion Marketing 1st Edition Patricia Mink Rath, Stefani Bay, Penny Gill, Richard Petrizzi - Solutions
1. What are the five phases of a fashion life cycle?Describe what occurs in each phase.
What service do you expect to receive from stores where you shop? Do you expect more attention from a clothing store than a drug store? Does the level of service influence whether you’ll shop there again?
What products would you consider purchasing online or via mobile app? Are there any items you’d prefer to buy in a physical store? Why or why not?
Can you think of a fashion look that is currently in the rise phase of the life cycle? How about one in decline? What local stores might be carrying each of those?
✔✔How the shopping environment and level of service influence fashion consumers
✔✔What omnichannel retailing is and how it is being driven by consumer buying behavior
✔✔What is meant by fast fashion and how it has changed the fashion life cycle
2. Discuss the major factor(s) that influenced your decision making (for example, value, comfort level, convenience, and/or stress issues). Rank these factors in order of importance.
1. Describe your purchase and explain the type, purchase time line, cost, and search effort used(that is, how you got your information).
5. Interview several consumers who recently purchased a product or service primarily based on choices that related specifically to their own culture.
4. Create and explain a table of data that identifies two positive and two negative reasons that someone would consider after purchasing an item that was clearly more expensive than originally anticipated.
3. Illustrate the concept of information filtering, and relate it to your purchase of a fashion product or service you have bought during the last 12 months.
2. Identify two fashion products or services and two different media stimuli sources that guided you to recognize a “problem.”
1. Name a product and a service you are going to purchase in the next three to ten weeks. Use each of the terms noted in the Problem Awareness Model, Figure 12.2, (for example, “as is,” “should be,” “stimulus”), and specifically identify and relate them to your actions and thoughts as
5. How do the rational, behavioral, and experiential perspectives in decision making differ?
4. What are the differences between actual and perceived risk, and why are these ideas important to consumers and marketers?
3. How does the problem awareness model relate a large gap versus small gap to the probability of success in a marketer’s attempt to influence a consumer decision?
2. What are the five steps in the decision-making process? Which of these steps is the most important?
1. Why are marketers thought of as problem solvers, and how can marketers create wants?
Have you ever written an online review of a product you bought? If yes, did you leave positive or negative feedback? When you’re researching a potential purchase, do you give more weight or less weight to positive reviews versus negative ones, or do you consider them equally? Explain your answer
Have you bought something or considered buying something recently that you perceived had some type of risk? Which of the five risk areas did it entail? Did the marketer do anything specific to minimize the risk for you? How did you make your final decision?
✔✔How market habits influence an individual’s decision-making process
✔✔What methods of comparison shopping consumers use and why
✔✔How perceived risk influences consumers’ purchase decisions
Select a fashion-oriented blog and choose a post that tries to influence readers to consider purchasing a particular product. Describe the overall focus of the blog, then cite three reasons why the persuasive message of the post you chose appeals to you. Then state any drawbacks or areas the blog
5. Identify a brand that you follow and discuss how its social media communications keep you loyal to the brand.
4. Refer to Table 11.4, Consumer Digital Purchasing Steps. Think of two purchases you would like to make, one costing between $10 and $15 and one between $100 and $500.Describe how you might go through each of the steps shown in the table, and which would be most important to you when purchasing an
3. Select two social media sites you have used, and explain how content on those sites influenced you to buy or not to buy a product.
2. Explain how the concept of crowdsourcing works and how you could apply this process to either something that relates directly to you or to a marketer’s planned activities.
1. Select one product or service that you purchased recently, and exemplify consumer activities that relate to each of the periods shown in Table 11.1, Evolution of the Web.
5. What is the biggest concern for consumers who share their information on social media?
4. Why is it important for marketers to have a presence on social media?
3. Name three ways in which consumers use social media to help them make a purchase decision.
2. What are four types of social media that have an influence on fashion consumers’ behavior?
1. In what ways did the development of Web 2.0 enable the birth and growth of social media?
How much company participation do you see on the social networking sites you use most? What is it that your favorite brands do on social media that you like or dislike?
Why do you think consumers might tend to leave more positive feedback than negative comments about a brand on social media? Have you ever offered your feedback to a brand? Was it positive or negative? Did you get a reply?
Do you think it’s probably safe to say that among teenage Internet users, the use of social media climbs to near 100 percent? Do you know anyone who does not use social media at all?
How do you use social media? To share news, display your fashion preferences, shop, communicate with friends? Have you used social media to find a job, conduct research, or establish new personal or business relationships?
✔✔How marketers use social media to learn about and communicate with their customers
✔✔How the use of social media influences consumers’ buying behavior
Working with one or two other students, choose a fashion product or category and create a mock research study about it. Define the objectives of the research, and determine whether it would be qualitative or quantitative (or both), what research methods you would use, and what types of consumers
5. List a variety of traditional and “new” media and conduct an informal survey of ten other students to determine which they use to learn about fashion products. Do the same survey with a group of older adults. How do answers from the two groups differ? Are there media that both groups rely on?
4. Imagine you are a marketing executive for a company making women’s dress shoes and are considering adding a line of coordinating handbags. Create an attitude scale with five questions you would ask your current shoe customers that would help you make marketing decisions regarding handbags.
3. Pick a fashion trend to track (for example, a specific color, skirt length, shoe style, etc.), and spend at least half an hour at a mall or shopping center conducting your own observational research. Be prepared to explain how you conducted the study and share your results with the class.
2. Look online for research related to a fashion category of your choice. Provide a summary of what you find, including the research source, whether the study involved quantitative or qualitative research or both, what types of consumers were targeted for the study, key results, and any other
1. Read through a recent newspaper or magazine, and see how many articles you can find that report or include the results of research. Decide whether each is an example of secondary research or primary research, and explain how you know.
5. Why is marketing research important to marketers’ communication with consumers?
4. What is an attitude scale? Give an example of a question that might be used on one.
3. What is the difference between quantitative research and qualitative research? Name two methods of conducting each type of research.
2. What are some sources of secondary research data? What are the advantages of doing secondary research over primary research?
1. Explain the difference between market research and marketing research, and give an example of information that each might be used to collect.
What is your opinion of product placement in TV shows and movies? Do you think this an acceptable way to get exposure for a product, or do you feel that marketers are trying to “trick” the audience?
Think of a new product that has recently reached the stores in your area. Do you think its manufacturer could have benefited from focus group research about the product? What types of consumers might have been involved? What specific features of the product might they have been asked about?
Have you been asked recently to complete a survey using an attitude scale? Why do you think marketers seem to be using this type of survey more frequently?
✔✔ How marketers use research to determine the best ways to communicate with target customers
✔✔ Why digital communications and social media have changed the way marketers reach consumers with their messages
Using the PRIZM system as a guide, go to www.MyBestSegments.com to find your own ZIP code.Using that ZIP code or another, create a print advertisement for a product or service that could be successfully aimed at one or more segments of that target market. Explain the reasons behind your choices.
5. To further explore the VALS system of market segmentation, collect a series of a dozen ads for fashion apparel and accessories and home furnishings. Three of these ads should be directed toward consumers guided by ideals, three toward those driven by achievement, and three to those guided by
4. Select five or six fashion advertisements that you believe would appeal to a movie star, celebrity athlete, or someone you know, and state how each advertisement is geared to an aspect of that individual’s demographics or psychographics. Write a paragraph for each ad, explaining the
3. Survey three people your age, friends and classmates, concerning their views on each of the four points of the Merck Survey about materialism. Then ask three people from older age groups, such as boomers or seniors, about their views on these four items. In what ways do your respondents agree or
2. Go to the website www.consumerworld.com.Under Resources, browse the Consumer News web page and create a consumer profile of its target market in terms of the audience income range, gender, and education.
1. Organize a merchandise assortment for two small women’s apparel stores, one geared to upper-middle-income boomers in a suburb of Los Angeles, the other to lower-middle-income seniors near Tampa, Florida. Include in your merchandise assortment items such as casual wear (pants and tops),
5. Why are segmentation systems incorporating psychographics, such as VALS, and those utilizing lifestyles and demographics, such as PRIZM, useful to fashion marketers?
4. As fashion consumers, what are three or four ways we can benefit from materialism, or successful consuming, according to Dr. Leslie Jermyn?
3. Give three examples of the ways marketers have become more sensitive to segmenting by gender.
2. What is a major trend in income distribution in the United States and why is that information important to fashion marketers?
1. What are three or four of the most useful demographic market segment categories and why is the information obtainable through demographic segmentation valuable to fashion marketers?
Of the four concerns cited above, which, in your opinion, is the most important or urgent? Why?
As a college student, what three or four kinds of goods or services do fashion marketers aim specifically at you?
Think of a shopping center or downtown area you know, and name three or four popular stores there. Which income and age groups do these stores cater to?
If you had your wish, where would you choose to live? Why? What kinds of retailers would you need to create the surroundings you prefer?
2. Cite two memberships for each category(aspirational, associative, and disassociative)that you would personally consider joining or not joining, and explain the motivation behind your choices.
1. Identify two opinion leaders, one found on the Web and one from another source. Compare and contrast the influence of each, taking into account traditional media, the reach of the Internet, and blogosphere opportunities.
4. Review your typical week at work, at school, and in social situations. List two potential gatekeepers from each of these categories.Explain why you consider them gatekeepers and tell how and why you responded to their input.
3. Select two items you’ve considered purchasing that exemplify how either informational influencers, utilitarian influencers, or value-expressive influencers affected your buying decision.
2. Select two items or services that cost more than$100 that you bought while shopping with a group of three or more people. Explain whether the people were direct or indirect influencers and how their comments (pressure) persuaded you to buy (or, if appropriate, not buy) the product or service.
1. Select an element of home décor such as kitchen appliances or cabinetry, a piece of furniture, bathroom fixtures, or paint colors.Apply one of the diffusion theories (trickle up/trickle down/trickle across) by researching the origin and history of your selection and demonstrating how designed
4. What is meant by the term “consumer socialization”?
3. How do the three “trickle” theories differ and why are they important to consumer researchers and marketers?
2. Explain what the term “social class” means.How are the concepts of culture and subculture related? Illustrate their influences on consumers in relation to choosing designed goods.
1. Define and discuss normative and informational social influence. Provide examples of each from your own life.
What information about celebrities have you found on the Internet that turned out to be simply rumors? What mainstream media ran the same story?
What opinion leaders have influenced your selections of music, movies, dress, friends, social events, or career paths?
What are some of your own shopping and buying habits—do you “rely on a friend”? Do you want other people to “test the waters” first with a particular product before you buy a similar item?Do you feel more secure about a product when you know that others are already buying and using it?
Which fashion-diffusion theory do you think is most applicable in America right now? Which influences are the most powerful?
In 1929, “Puttin’ on the Ritz” was a slang expression for dressing fashionably and the title of Irving Berlin’s song about “different types who wear a day coat, pants with stripes and cut away coat, perfect fits.” What song lyrics have recently given you new insights into fashion? How
✔What is meant by the term “social influence”
What opinion leaders have influenced your selections of music, movies, dress, friends, social events, or career paths?
2. Cite two memberships for each category(aspirational, associative, and disassociative)that you would personally consider joining or not joining, and explain the motivation behind your choices.
1. Identify two opinion leaders, one found on the Web and one from another source. Compare and contrast the influence of each, taking into account traditional media, the reach of the Internet, and blogosphere opportunities.
4. Review your typical week at work, at school, and in social situations. List two potential gatekeepers from each of these categories.Explain why you consider them gatekeepers and tell how and why you responded to their input.
3. Select two items you’ve considered purchasing that exemplify how either informational influencers, utilitarian influencers, or value-expressive influencers affected your buying decision.
2. Select two items or services that cost more than$100 that you bought while shopping with a group of three or more people. Explain whether the people were direct or indirect influencers and how their comments (pressure) persuaded you to buy (or, if appropriate, not buy) the product or service.
1. Select an element of home décor such as kitchen appliances or cabinetry, a piece of furniture, bathroom fixtures, or paint colors.Apply one of the diffusion theories (trickle up/trickle down/trickle across) by researching the origin and history of your selection and demonstrating how designed
4. What is meant by the term “consumer socialization”?
3. How do the three “trickle” theories differ and why are they important to consumer researchers and marketers?
2. Explain what the term “social class” means.How are the concepts of culture and subculture related? Illustrate their influences on consumers in relation to choosing designed goods.
1. Define and discuss normative and informational social influence. Provide examples of each from your own life.
What information about celebrities have you found on the Internet that turned out to be simply rumors? What mainstream media ran the same story?
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