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business
cb: consumer behaviour
Consumer Behavior : Building Marketing Strategy 10th Edition Del I. Hawkins; Roger J. Best; David L. Mothersbaugh - Solutions
Find and copy or describe an ad that uses a surrogate indicator. Is it effective? Why? Why do you think the firm uses this approach?
For a product considered high in social status, develop a questionnaire that measures the evaluative criteria of that product, using both a direct and an indirect method of measurement.Compare the results and discuss their similarities and differences and which evaluative criteria are most likely
Set up a taste-test experiment to determine if volunteer taste testers can perceive a just noticeable difference between three different brands of the following. To set up the experiment, store each test brand in a separate but identical container and label the containers L, M, and N.Provide
Develop a short questionnaire to elicit the evaluative criteria consumers might use in selecting the following. Also, have each respondent indicate the relative importance he or she attaches to each of the evaluative criteria.Then, working with several other students, combine your information and
Then have five other students evaluate this information and have each indicate the apartment they would rent if given only those alternatives. Next, ask them to express the importance they attach to each evaluative criterion, using a 100-point constant sum scale. Finally, provide them with a series
Develop a list of evaluative criteria that students might use in evaluating alternative apartments they might rent. After listing these criteria, go to the local newspaper or student newspaper, select several apartments, and list them in a table similar to the one in Question
Conduct an extensive interview with two students who recently made a major purchase. Have them describe the process they went through. Report your results. If each represented a market segment, what are the strategy implications?
Interview five students about a recent purchase decision. What metagoals characterize these different decisions? Do your results support Consumer Insight 16-1? How would you explain any differences?
Discuss surrogate indicators that could be used to evaluate the perceived quality of the products or activities listed in Question 23.
Describe your last two major and your last two minor purchases. What role did emotions or feelings play? How did they differ? What evaluative criteria and decision rules did you use for each? Why?
Would you use different rules in different situations? Which ones? Why?Would any of these involve an affective choice?
Describe the decision rule(s) you used or would use in buying, renting, or giving to the options listed for Question
The table below represents a particular consumer’s evaluative criteria, criteria importance, acceptable level of performance, and judgments of performance with respect to several brands of mopeds. Discuss the brand choice this consumer would make when using the lexicographic, compensatory, and
Identify five products for which surrogate indicators may be used as evaluative criteria in a brand choice decision. Why are the indictors used, and how might a firm enhance their use (i.e., strengthen their importance)?
Describe a purchase decision for which you used affective choice, one for which you used attitudebased choice, and one for which you used attribute-based choice. Why did the type of decision process you used vary?
Repeat Question 27, but speculate on how your instructor would answer. In what ways might his or her answer differ from yours? Why?
Would situational factors change the criteria? The importance weights? Why?
List the evaluative criteria and the importance of each that you would use in purchasing (or renting or giving to) the options in Question
What metagoals might you have, and what would be their relative importance to you, in purchasing (or renting or giving to) the options in Questions 23?
For which, if any, of the options in Question 23 would you make an affective decision? What role would situational factors play?
Repeat Question 23, but speculate on how your instructor would answer. In what ways might his or her answer differ from yours? Why?
Would you use an attribute-based or an attitude-based decision approach to purchasing(or renting or giving to) the following? Which, if any, situational factors would change your approach?a. A present for your romantic partnerb. A moviec. A motorcycled. A cate. A personal trainerf. Athletic shoes
Respond to the questions in Consumer Insight 16-1.
How can knowledge of the decision rules consumers might use in a certain purchase assist a firm in developing marketing strategy?
How can knowledge of consumers’ evaluative criteria and criteria importance be used in developing marketing strategy?
What is the compensatory decision rule?
What is the lexicographic decision rule?
What is the elimination-by-aspects decision rule?
What is the disjunctive decision rule?
What is the conjunctive decision rule?
What factors influence the importance of evaluative criteria?
What are surrogate indicators? How are they used in the consumer evaluation process?
What is sensory discrimination, and what role does it play in the evaluation of products? What is meant by a just noticeable difference?
How can the importance assigned to evaluative criteria be assessed?
What methods are available for measuring consumers’ judgments of brand performance on specific attributes?
How can you determine which evaluative criteria consumers use?
What are evaluative criteria and on what characteristics can they vary?
How does attribute-based choice differ from attitude-based choice? When is each most likely?
What is the difference between consummatory motives and instrumental motives?
What is affective choice and when is it most likely to occur?
What are four common metagoals for consumer decisions?
What is a metagoal?
What is meant by bounded rationality?
What is rational choice theory?
Based on the DDB Tables 1B through 7B, what characterizes an individual who would say, “In making big decisions, I go with my heart rather than my head”? How does this relate to affective decision making? What are the marketing implications of this?
Develop a questionnaire to determine which products college students view as positive and which they view as negative. Measure the shopping effort associated with each type. Explain your overall results and any individual differences you find.
For each strategy in Table 15-2, find one brand that appears to be following that strategy. Describe in detail how it is implementing the strategy.
Develop a short questionnaire designed to measure the information search consumers engage in prior to purchasing an expensive recreational or entertainment item or service. Your questionnaire should include measures of types of information sought, as well as sources that provide this information.
For the same products listed in Question 32, ask five students to list all the brands they are aware of in each product category. Then have them indicate which ones they might buy (evoked set), which ones they are indifferent toward (inert set), and which brands they strongly dislike and would not
Develop an appropriate questionnaire and complete Question 23 using information from five students not in your class. Prepare a report discussing the marketing implications of your findings.
What is your awareness set, evoked set, inert set, and inept set for the following? In what ways, if any, do you think your sets will differ from the average member of your class? Why?a. MP3 playersb. Energy barsc. Sports drinksd. Jewelry storese. Book storesf. Internet shopping services g.
Describe a recent purchase in which you engaged in extensive search and one in which you did little prepurchase search. What factors caused the difference?
Respond to the questions in Consumer Insight 15-1.
What role, if any, should the government play in ensuring that consumers have easy access to relevant product information? How should it accomplish this?
What implications for online marketing strategy does Figure 15-6 suggest?
What implications for marketing strategy does Figure 15-2 suggest?
Is it ever in the best interest of a marketer to encourage potential customers to carry out an extended prepurchase search? Why or why not?
Discuss factors that may contribute to external information search and factors that act to reduce external search for information before purchase or adoption of the following:a. Car repairsb. A petc. Exercise clubd. Formal weare. Vegetarianismf. Counseling services
What factors contribute to the size of the awareness set, evoked set, inert set, and inept set?
What information sources do you think students on your campus use when acquiring the items listed below? Consider the various sources listed in Figure 15-4 in developing your answer. Do you think there will be individual differences? Why?a. Moviesb. Restaurantsc. Apartmentd. Dorm furnishingse.
Have you used an Internet shopping service such as mysimon.com? If so, what is your evaluation of it? If no, why not?
Use the Active Buyers Guide Web site to help you choose a brand of digital camera. Do you feel like the rankings it provided reflect your underlying preferences and attribute trade-offs? Do you see any potential problems related to consumers using shopping bots to aid in making their
Of the products shown in Figure 15-3, which product class is most likely to exhibit the most brand switching? Explain your answer in terms of the information provided in Figure 15-3.
Pick a product/brand that you believe would require each strategy in Table 15-2 (six products in total). Justify your selection. Develop a specific marketing strategy for each (six strategies in total).
Describe each of the strategies listed in Question 17.
Describe the information search characteristics that should lead to each of the following strategies:a. Maintenanceb. Disruptc. Captured. Intercepte. Preferencef. Acceptance
How do situational characteristics influence a consumer’s information search effort?
How do product characteristics influence a consumer’s information search effort?
How do different consumer characteristics influence a consumer’s information search effort?
Explain how different market characteristics affect information search.
What factors have to be considered in the total cost of the information search? How might these factors be different for different consumers?
What factors might influence the search effort of consumers who are essentially one-stop shoppers?How do these factors differ in terms of how they influence limited information searchers and extended information searchers?
How do nonsearchers, limited information searchers, and extended information searchers differ in their search for information?
What is search engine optimization?
What is behavioral targeting?
What is the Internet?
What are the primary sources of information available to consumers?
What roles do the evoked set, inert set, and inept set play in a consumer’s information search?
How does a consumer’s awareness set influence information search?
What are evaluative criteria and how do they relate to information search?
What kind of information is sought in an external search for information?
When does information search occur? What is the difference between internal and external information search?
What are the relationships and implications?
Using Table 3B, specifically examine the relationship between consumer perceptions of being tech savvy and the three search-related variables in Question
Some consumers feel more technology savvy than others. Examine the DDB data in Tables 1B through 7B to determine what characterizes one who is likely to feel tech savvy.
Using the DDB data (Tables 1B through 7B)describe the major determinants of the following search-related behaviors and beliefs. What are the marketing implications?a. Consult consumer reports before making major purchasesb. Information in advertising helps me make better decisionsc. The Internet is
Interview someone from the local office of the American Cancer Society concerning their attempts to generate problem recognition among smokers
Interview five smokers and ascertain what problems they see associated with smoking.
Conduct a problem analysis, using a sample of five college freshmen. Prepare a report on the marketing opportunities suggested by your analysis.
Using two consumers from a relevant market segment, conduct a product analysis for a product that interests you. Prepare a report on the marketing opportunities suggested by your analysis.
Using two consumers from a relevant market segment, conduct an activity analysis for an activity that interests you. Prepare a report on the marketing opportunities suggested by your analysis.
Find and describe an advertisement or point-ofpurchase display that attempts to influence the timing of problem recognition. Evaluate its likely effectiveness.
Interview three students and identify five products that each buys using a nominal decision process.Identify those that are based on brand loyalty and those that are merely repeat purchases. What characteristics, if any, distinguish the brand loyal products from the repeat products?
Interview three students and identify recent instances when they engaged in nominal, limited, and extended decision making (a total of nine decisions). What specific factors appear to be associated with each type of decision?
Find and describe an advertisement that is attempting to activate problem recognition.Analyze the advertisement in terms of the type of problem and the action the ad is suggesting. Also, discuss any changes you would recommend to improve the effectiveness of the ad in terms of activating problem
Interview five students and identify three consumer problems they have recognized recently.For each problem, determinea. The relative importance of the problem.b. How the problem occurred.c. What caused the problem (i.e., change in desired or actual states).d. What action they have taken.e. What
Respond to the questions in Consumer Insight 14-1.
How would you influence the time of problem recognition for the following?a. Fire alarm battery replacementb. Gift basketc. Car tune-upd. Air conditioner filterse. Health insurancef. Vitamins
How would you activate problem recognition among college students for the following?a. United Way blood driveb. Student recreation centerc. A vegan dietd. Rooms To Goe. Using a designated driver if drinkingf. Laundry service
Discuss the types of products that resolve specific problems that occur for most consumers at different stages of their household life cycle.
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