Consumer Behaviour: A European Outlook 2nd Edition Leon G. Schiffman - Solutions

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Make contact with a local or national group which represents people with any type of disability. Ask them what difficulties their members experience, as a result of their disability, when they are choosing and taking a holiday. Finally, suggest what the tourism industry could do to make it easier
Explore the possible motivators and determinants of a day trip to an art gallery and a seaside resort and a craft workshop?
Evaluate which sectors of tourism benefit most and least from both VFR tourists and backpackers.
Discuss the likely problems that might arise from the presence at the same time in a resort, of both hedonistic tourists and families.
Select one of the countries of the world that is experiencing a growth in inbound and outbound tourism. Quantify the growth figures over the past ten years and suggest reasons for this trend.
Explore the reasons for industrialized countries having different levels of inbound and outbound tourism.
Discuss the importance of the inclusive tour in the development of international tourism.
‘The development of inbound tourism by a country is much more dependent on natural features than marketing activity’ (Horner and Swarbrooke, 1996). Discuss this statement, with reference to individual countries.
Design and conduct a small-scale survey of tourists to discover their interest in visiting the East Asia and Pacific area of the world. Do they envisage any problems involved in visiting areas such as these?
Evaluate the reasons for the Japanese tourists showing a growing interest in a beach-type holiday, rather than a city-based holiday
Explore the relationship between consumer knowledge of tourism opportunities and demand for tourism products. Discuss the ways in which a consumer can gain knowledge about tourism opportunities.
Explain the reasons for the development in the levels of inbound and outbound tourism from East Asia and the Pacific regions of the world.
Write a report examining the application of the five classic methods of market segmentation to one of the following markets:• mass package tours• scheduled airlines• theme parks• country house hotels• cruises• health spas.Suggest which method or methods are most relevant and which
Develop your own typology of tourists for a destination of your choice, like that produced by Wickens in 1994 (in Seaton et al., 1994), for a resort in the Chalkidiki region of Greece.
Discuss the extent to which the twofold typology, published by Gray in 1970, is still relevant today, in the light of changes in consumer behaviour and the tourism market.
Evaluate the concept of the ‘post-tourist’ and examine its potential impact on the tourism market.
Discuss the potential application of the following typologies of tourists’ behaviour to the marketing of tourism products:(a) Cohen (1972)(b) Plog (1977)(c) Dalen (1989).
Think about the last holiday you purchased, and produce a simple model to illustrate the process you followed to make the decision and the factors which you took into account. Then ask a group of friends, fellow students or colleagues to do the same, independently, without talking to each other.
Discuss the problems which marketing professionals might experience in trying to put into practice the models of purchase decision behaviour outlined in this chapter.
Evaluate the main strengths and weaknesses of one of models of consumer behaviour, as ways of explaining how tourists make purchase decisions.
Outline the factors which make the study of the purchase decisionmaking in tourism such a complex activity.
Carry out a survey among a small group of your friends/colleagues/fellow students to try to identify which of the determinants in Figures 5.1 and 5.2 were the most influential when they last booked a holiday.Then produce a report, outlining your results, and noting any difficulties you experienced
Explore the reasons why tourists’ perceptions may not accurately reflect the main determinants that are, in reality, affecting them at a particular time.
Discuss the range of media that might influence tourist behaviour and the ways in which they might affect purchase decisions.
Describe the ways in which personal circumstances such as health, family commitments, and work commitments could influence the type of trip taken by tourists.
Design a small-scale consumer panel which could be used to evaluate the reasons for consumers choosing a particular tourism product.
The media can have a major influence on consumer choice in tourism. Evaluate the ways in which a tour operator can use this feature to boost sales.
Evaluate the reasons for a consumer choosing to buy a composite tourism product rather than the individual components.
The purchase of a holiday does not result in the consumer owning any physical product. Discuss the effect of this on consumer behaviour.
Choose a country from each of the following regions of the world:• Europe• the Americas• Africa• Asia.For each country, produce a summary of its history as a destination for inbound foreign tourists, using statistics wherever possible.Finally, compare and contrast the situation in each
Using examples, evaluate the suggestion that ‘few, if any, tourism markets are new’ (Horner and Swarbrooke, 1996).
Discuss the ways in which business tourism demand has changed over the past 2000 years in terms of both the types of business tourism and business tourism destinations.
Critically evaluate the contention that, ‘tourism history was born in Europe but its future lies in Asia and the Pacific’ (Horner and Swarbrooke, 1996).
Discuss the ways in which Britain played a major role in the growth of modern tourism.
Conduct a small-scale survey to investigate the importance of the high-spend nature of tourism products on the purchase decision of consumers.
‘Tourism marketing relies entirely on the fact that consumers can be persuaded to buy by powerful communication techniques’ (Horner and Swarbrooke, 1996). Critically evaluate this statement.
Evaluate the importance of the fact that consumers may make purchase decisions for tourism products in groups, rather than as individuals.
Discuss the reasons for tourism, leisure, and hospitality marketing becoming increasingly blurred.
With the advancement of digital technology, some companies plan to introduce interactive television systems that will allow viewers to select fi lms from video libraries and view them on demand. Among people you know, identify two who are likely to be the innovators for such a new service and
Identify a product, service or style that was recently adopted by you or some of your friends. Identify what type of innovation it is and describe its diffusion process up until now. What are the characteristics of the people who adopted it fi rst? What types of people did not adopt it? What
a. Find advertisements that simulate and others that stimulate opinion leadership and present them in class.b. Can you think of negative rumours that you have heard recently about a company or a product? If so, present them in class.
Describe two situations in which you served as an opinion leader and two situations in which you sought consumption-related advice or information from an opinion leader. Indicate your relationship to the persons with whom you interacted. Are the circumstances during which you engaged in
Sony is introducing a 27-inch television set with a built-in Blu-ray player, a picture-in- picture feature, and a feature that allows the viewer simultaneously to view frozen frames of the last signals received from 12 channels.a. What recommendations would you make to Sony regarding the initial
Is the curve that describes the sequence and proportion of adopter categories among the population ( Figure 15-5 ) similar in shape to the product life-cycle curve? Explain your answer. How would you use both curves to develop a marketing strategy?
In 2010, Apple introduced its iPad, and competing fi rms are starting to launch their iPad equivalents. How can one of these companies use the diffusion-of-innovations framework to develop promotional, pricing and distribution strategies targeted to the following adopter categories?a. Innovatorsb.
Describe how a manufacturer might use knowledge of the following product characteristics to speed up the acceptance of the latest mobile phones:a. Relative advantageb. Compatibilityc. Complexityd. Trialabilitye. Observability.
Do you have any ‘market mavens’ among your friends? Describe their personality traits and behaviours. Describe a situation in which a market maven has given you advice regarding a product or service and discuss what you believe was his or her motivation for doing so.
A company that owns and operates health clubs across your home country is opening a health club in your town. The company has retained you as its marketing research consultant and has asked you to identify opinion leaders for its service. Which of the following identifi cation methods would you
Why would a consumer who has just purchased an expensive high-defi nition television set attempt to infl uence the purchase behaviour of others?
a. Why is an opinion leader a more credible source of product information than an advertisement for the same product?b. Are there any circumstances in which information from advertisements is likely to be more infl uential than word-of-mouth?
Select one of the following countries: Switzerland, Brazil, Germany, Italy, Egypt, India, Japan or Australia. Assume that a signifi cant number of people in the country you chose would like to visit the country in which you live, and that they have the fi nancial means to do so.Now, imagine you are
Much has been written about the problems at Disneyland Resort, Paris, the Walt Disney Company’s theme park and resort complex, which opened in France in April 1992. These diffi culties were largely attributed to Disney’s lack of understanding of European (particularly French) culture and the
Interview a student from another culture about his or her use of (a) credit cards, (b) fastfood restaurants, (c) shampoo and (d) trainers. Compare your consumption behaviour to that of the person you interviewed and discuss any similarities and differences you found.
Have you ever travelled outside Europe? If so, identify some of the differences in values, behaviour and consumption patterns you noted between people in a country you visited and the country which you are from.
Select two of the marketing mistakes discussed in the text. Discuss how these mistakes could have been avoided if the companies involved had adequately researched some of the issues listed in Table 14-4 .
What advice would you give to a Dutch retailer who wants to sell women’s clothing in Japan?
Mercedes-Benz, the German car manufacturer, is using cross-cultural psychographic segmentation to develop marketing campaigns for a new two-seater sports car directed at consumers in different countries. How should the company market the car in Turkey? How should it market the car in Japan?
A Portuguese company is introducing a line of canned soups in Poland. (a) How should the company use cross-cultural research? (b) Should the company use the same marketing mix it uses in Portugal to target Polish consumers? (c) Which, if any, marketing mix components should be designed specifi
a. If you wanted to name a new product that would be acceptable to consumers throughout the world, what cultural factors would you consider?b. What factors might inhibit an attempt by Apple to position a new laptop computer as a world brand?
Consider a domestic brand of shampoo. Should this shampoo be sold worldwide with the same formulation? In the same package? With the same advertising theme? Explain your answers.
What are the advantages and disadvantages of global promotional strategies?
What is cross-cultural consumer analysis? How can a multinational company use cross-cultural research to design each factor in its marketing mix? Illustrate your answer with examples.
Are the cultures of the world becoming more similar or more different? Discuss.
With all the problems facing companies that go global, why are so many companies choosing to expand internationally? What are the advantages of expanding beyond the domestic market?
Will the elimination of trade barriers among the countries of the European Union change consumer behaviour in these countries? How can foreign companies take advantage of the economic opportunities emerging in Europe?
Many of your perceptions regarding price versus value are likely to be different from those of your parents or grandparents. Researchers attribute such differences to cohort effects, which are based on the premise that consumption patterns are determined early in life. Therefore, individuals who
Using one of the subculture categories listed in Table 13-4 , identify a group that can be regarded as a subculture within your university or college.a. Describe the norms, values and behaviours of the subculture’s members.b. Interview fi ve members of that subculture regarding attitudes towards
Think of various routines in your everyday life (such as getting ready to go out or food preparation). Identify one ritual and describe it. In your view, is this ritual shared by others? If so, to what extent? What are the implications of your ritualistic behaviour to the marketer(s) of the
Identify a singer or group whose music you like and discuss the symbolic function of the clothes that person (or group) wears.
Marketers realise that people of the same age often exhibit very different lifestyles. Using the evidence presented in this chapter, discuss how developers of retirement housing can use older consumers’ lifestyles to segment their markets more effectively.
For each of the following products and activities:a. Identify the core values most relevant to their purchase and use.b. Determine whether these values encourage or discourage use or ownership.c. Determine whether these core values are shifting and, if so, in what direction.
Sony is introducing a new 27-inch TV with a picture-in-picture feature. How should the company position and advertise the product to (a) Generation X consumers, and (b) affl uent baby boomers?
A manufacturer of low calorie crisps is considering targeting school-age children by positioning its product as a healthy, nutritious snack food. How can an understanding of the three forms of cultural learning be used in developing an effective strategy to target the intended market?
Distinguish between beliefs, values and customs. Illustrate how the clothing a person wears at different times or for different occasions is infl uenced by customs.
Select two households featured in two different television series or sitcoms. Classify each household into one of the social classes discussed in the text and analyse its lifestyle and consumption behaviour.
Find three print advertisements in a well-known publication. Using the social-class characteristics listed in Table 12-4 , identify the social class targeted by each advertisement and evaluate the effectiveness of the advertising appeals used.
Make a list of 15 different occupations, and ask students studying in areas other than marketing (both business and non-business) to rank the relative prestige of these occupations.Are any differences in the rankings related to the students’ own areas of study? Explain.
You are the owner of two furniture shops, one catering to upper-middle-class consumers and the other to lower-class consumers. How do social-class differences infl uence each shop’s(a) product lines and styles, (b) advertising media selection, (c) communications style used in the advertisements
How can a marketer use knowledge of consumer behaviour to develop fi nancial services for affl uent consumers? For lower-income consumers?
How would you use the descriptions of affl uent households presented in this chapter to segment the market for (a) home exercise equipment, (b) holidays and (c) banking services?
Consider the Rolex watch, which has a retail price range starting at about €2,000 for a stainless-steel model to thousands of euros for a solid gold model. How might the Rolex company use knowledge of lifestyle differences between social classes in its marketing efforts?
Which status-related variable – occupation, education or income – is the most appropriate segmentation base for: (a) expensive holidays, (b) opera subscriptions, (c) magazine subscriptions, (d) fat-free foods, (e) personal computers, (f) pocket-size mobile phones and(g) health clubs?
Describe the correlation between social status (or prestige) and income. Which is a more useful segmentation variable? Discuss.
Under what circumstances would you expect income to be a better predictor of consumer behaviour than a composite measure of social class (e.g. based on income, education and occupation)? When would you expect the composite social-class measure to be superior?
Marketing researchers generally use the objective method to measure social class rather than the subjective or reputational methods. Why is the objective method preferred by researchers?
Identify one traditional family and one nontraditional family (or household) featured in a television sitcom or series. (The two families/households can be featured in the same or in different television shows.) Classify the traditional group into one stage of the traditional FLC. Classify the
Select three product categories and compare the brands you prefer to those your parents prefer. To what extent are the preferences similar? Discuss the similarities in the context of consumer socialisation.
Think of a recent major purchase your family has made. Analyse the roles performed by the various family members in terms of the following consumption roles: infl uencers, gatekeepers, deciders, buyers, preparers, users, maintainers and disposers ( Table 11-3 ).
With a pen and paper, spend an hour watching a network television channel during prime time. Record the total number of commercials that were shown. For each commercial using a celebrity endorser, record the celebrity’s name, the product or service advertised and whether the celebrity was used in
Prepare a list of formal and informal groups to which you belong and give examples of purchases for which each served as a reference group. In which of the groups you listed is the pressure to conform the greatest? Why?
As the marketing manager of a high-quality, fairly expensive line of frozen dinners, how would you use the nonfamily household information listed in Table 11-7to segment the market and position your product?
Which of the fi ve stages of the traditional family life cycle constitute the most lucrative segment(s) for the following products and services: (a) newspaper subscription, (b) a cruise holiday, (c) takeaway pizza, (d) high-defi nition television, (e) unit trusts and (f) HarleyDavidson motor bikes?
As a marketing consultant, you were retained by the Walt Disney Company to design a study investigating how families make holiday decisions. Who, within the family, would you interview? What kind of questions would you ask? How would you assess the relative power of each family member in making
How does the family infl uence the consumer socialisation of children? What role does television advertising play in consumer socialisation?
You are the marketing vice president of a large soft-drink company. Your company’s advertising agency is in the process of negotiating a contract to employ a superstar female singer to promote your product. Discuss the reference group factors that you would raise before the celebrity is hired.
Many celebrities who are considered to be persuasive role models often appear in television beer commercials. Does the use of such celebrities in beer advertising constitute an unethical marketing practice? Discuss.
As a marketing consultant, you have been asked to evaluate a new promotional campaign for a large retail chain. The campaign strategy is aimed at increasing group shopping. What recommendations would you make?
Find an example of an advertisement that, in your view, depicts a socially undesirable practice and explain why.
Find an example of a promotional message delivered by narrowcasting and discuss it in the light of the ethical issues discussed in this chapter.
For three of the commercials you watched in the preceding exercise, identify whether the marketer used the central or peripheral route to persuasion. Explain your answer and speculate on why each marketer chose the approach it used to advertise the product or service.

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