Consumer Behaviour: A European Perspective 5th Edition Michael Solomon, Gary Bamossy, Soren Askegaard, Margaret K. Hogg - Solutions

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How would you design an experiment able to test the effect of time pressure on consumers’ability to solve mathematical puzzles?
Nivea is a manufacturer of personal care products, and offers products ranging from sun care to deodorants. The company would like to extend its facial care product line. Design (1) a qualitative and (2) a quantitative research design for the company focused on this objective.
Why is observation becoming a more important component of consumer research? Describe two new technologies that can be used to observe consumption behaviour and explain why they are better to use than questioning consumers about the behaviour being observed.
Why is customer satisfaction measurement an important part of marketing research? Apply one of the methods in Table 2-4to measure your fellow students’ satisfaction with the services provided by the bookshop at your university.
How would the interpretation of survey results change if the researcher used a probability sample rather than a non-probability sample? Explain your answer.
Compare the advantages and disadvantages of postal, telephone, personal and online surveys.
Why might a researcher prefer to use focus groups rather than depth interviews? When might depth interviews be preferable?
A manufacturer of powdered fruit drinks would like to investigate the effects of food colour and label information on consumers’ perceptions of fl avour and product preferences. Would you advise the manufacturer to use observational research, experimentation or a survey?Explain your choice.
What is the difference between primary and secondary research? Under what circumstances might the availability of secondary data make primary research unnecessary? What are some major sources of secondary data?
Identify a purchase you have made that was motivated primarily by your desire to obtain a special ‘feeling’ or an ‘experience’. Would the positivist or interpretivist research paradigm be a more appropriate way to study your consumption behaviour? Explain your answer.
Have you ever been selected as a respondent in a marketing research survey? If yes, how were you contacted? Why do you think you, in particular, were selected? Did you know or could you guess the purpose of the survey? Do you know the name of the company or brand involved in the survey?
Apply each of the concepts featured in the section describing the development of the marketing concept to manufacturing and marketing cars.
Find two examples (e.g. advertisements, articles, etc.) depicting practices that are consistent with the societal marketing concept and two examples of business practices that contradict this concept. Explain your choices.
You are the marketing manager of a bank’s online banking division. How would you apply the concepts of providing value and customer satisfaction and retention to designing and marketing effective online banking?
Apply each of the two models depicted in Table 1-3(i.e. traditional marketing and value and retention marketing) to the marketing of mobile phone services. You may want to incorporate into your answer your own and your peers’ experiences in selecting network providers.
Discuss the role of the social and behavioural sciences in developing the consumer decisionmaking model.
Discuss the interrelationships among customer expectations and satisfaction, perceived value and customer retention. Why is customer retention essential?
Defi ne the societal marketing concept and discuss the importance of integrating marketing ethics into the company’s philosophy and operations.
Describe the interrelationships between consumer research, market segmentation and targeting, and the development of the marketing mix for a manufacturer of high-defi nition television sets.
Describe the interrelationship between consumer behaviour as an academic discipline and the marketing concept.
Select two volunteers from the participants for the exercise, one of which will be the respondent and the other will conduct a 10-minute interview, the aim of which will be to diagnose the respondent’s eating habits. The remaining participants are observing the interview, after which they will
Split into pairs where one person will play the role of the respondent and the other will carry out the interview (taking turns). Conduct a 10-minute interview about “The most important things in life for me”.Next, discuss the interview that was conducted according to the following
Just like before, split into pairs where one person will play the role of the respondent and the other will carry out the interview (taking turns). Carry out two 10-minute interviews on any topic of your choice (e.g., “The way I approach ecology and pro-environmental behaviour”), where you take
Split into pairs where one person will play the role of the respondent and the other will carry out the interview (taking turns). Conduct two 10-minute interviews on any topic of your choice (e.g., “How do I imagine myself in ten years’ time?”), where you take it in turns to be the
Split into groups of three, where one person will play the role of the respondent, the other will conduct the interview, and the third person will observe. Carry out a 10-minute interview about “Favourite ways to spend my free time”. Before the interview begins, the person who will facilitate
Go back to Exercise 2.1 concerning understanding the barriers related to the use of modified milk by mothers of small children (aged 1–12 months) who are having difficulties with breastfeeding their child. Consider what the interview guide for an in-depth individual interview should look like and
A snack manufacturer would like to understand the “World of Snacks”, what people snack on, in what situations, why certain snacks are bought while others aren’t, and why specific snacks are chosen in certain situations. A total of six focus groups have been planned with the following groups
Go back to the previous task and define the selection criteria (with their operationalisation) that will be taken into account by the recruiter when looking for people for each of the respondent groups in this study defined by you. Create a selection questionnaire for a minimum of two respondent
Overview of the situation A Dutch network of old people’s homes has decided to enter into other markets. The company offers very high quality, round-the-clock care, single rooms fitted with televisions and en-suite bathrooms, full board, and 24/7 nursing and medical care. It is planning to offer
Go back to Exercise 2.2 concerning understanding barriers relating to the introduction of insect-based protein to food. Think of a new (non-existent) projective or enabling technique which is not described in the chapter and which could be used in focus group interviews (mini-groups) in order to
The producer of good quality tea present on many markets cannot manage with the persistently low marginal share of its brand in the market of one of the countries in which it has been present for a long time. Its brand has a relatively large familiarity but a very small share in the market. The
The task is to carry out at least two three–four person groups. Each of the groups creates a collage using newspaper and magazine clippings around the topic of “The World of the Brand” for two competitive brands belonging to the same category (on two separate boards); where Group 1 creates a
Consider what kind of qualitative research would be appropriate in the case of the following marketing problems. Table 3.4 Marketing problem/Research question The manufacturer of new anti-dandruff medication sold over the counter (OTC) intends to bring the medicinal product to the market
The aim of qualitative research is to understand the barriers relating to the introduction of insect-based protein to food in order to create an advertising and information campaign aimed at overcoming the barriers to this kind of food. The client is planning to conduct six mini-groups with four
A manufacturer of modified milk for children (breast milk replacement feeding) wants to identify the barriers connected with the use of such milk by mothers of toddlers. Qualitative interviews were planned with mothers of small children (half of them are to use this replacement milk, the other half
Look at the list of research problems below (Table 1.2) and in each case consider if they should be carried out as qualitative or quantitative marketing research. Table 1.2 Problem 1. A European manufacturer of ready meals (frozen and in a jar) would like to launch its products in the Asian market.
One of the largest producers of fruit juices on the market is observing a slight but systematic drop in sales of its products. Consider this and try to answer the following questions:•What could be the possible causes for the drop in fruit juice sales (write down a list of possible
If so, why? And if not, why not?
Would a similar backlash occur in your own neighborhood as well?
Assume your goal is to support integration and multiculturalism in the town, how would you go about it?What options do marketers have to foster integration?And more generally, reflecting on your own experiences:
How important are local history, power and language issues in this context?
How would you respond to the consumer criticism?And why?
Why did the Turkish language magazine in the supermarket cause such a backlash?
How could event managers appropriate (or use) the volunteer’s insights in developing the event?
Take the viewpoint of volunteers and describe the participatory communal activity of the event – make comparisons with the study of Kozinets (2002).
Compare the categories of volunteers, producers and consumers. What kinds of distinctions and similarities can you identify?
Reflect on your own experiences of being a volunteer, or being a customer in events based upon the work of volunteers. Share your views in groups.
Do you observe the same trends in your city or in your country? What are the similarities and differences?
What changes in our understanding of acculturation processes does Miguel’s case suggest to you? How does the idea of moving from home to host country change in the context of an increasingly globalized environment?
Who or what are the acculturation agents that influence the adaptation of his consumption behaviour?
How would you describe Miguel’s culture?
What are the possible positive and negative effects of the commercialization of rituals?
How might social class affect the execution of the ritual?
What is the role of globalization in the revival and execution of Ramadan rituals?
Which agents play a role in the transformation of Ramadan celebrations? What are their motives?
Work in small groups. Assume the role of market researchers who have to report to a FMCG brand manager from a multinational who is about to undertake a product launch into a new geographic area within Europe. Draw up a list of key characteristics of European consumers that you would need to know in
A group of clergy in France sued the company and the ad had to be removed from 10,000 hoardings. One of the bishops involved in the suit said, ‘Advertising experts have told us that ads aim for the sacred in order to shock, because using sex does not work any more.’ Do you agree? Should
In another example, a French Volkswagen ad for the relaunch of the Golf showed a modern version of The Last Supper with the tag line, ‘Let us rejoice, my friends, for a new Golf has been born’.
Religious symbolism is being used increasingly in advertising, even though some people object to this practice. For example, the French fashion house Marithe and François Girbaud used a poster of well-dressed women posed in a version of Leonardo da Vinci’s The Last Supper : the poster was banned
If you have access to foreign TV channels, try to compare the advertising in the ones from your own country with the foreign ones. Are the styles different? Are the predominant products different?Is the use of a certain style of advertisement for a certain type of product similar or dissimilar?
The chapter mentions some instances where market research findings influenced artistic decisions, as when a film ending was reshot to accommodate consumers’ preferences. Many people would oppose this use of consumer research, claiming that books, films, records or other artistic endeavours should
The marketing opportunity of introducing product placements in, e.g. news programmes, may have some problematic ethical and political side effects? Would you be comfortable with product placement in the news? Why, or why not?
Then try to remember some successful innovations. What characteristics made them successful? Do the successes and failures fit with the criteria mentioned in this chapter?
What is the difference between an art and a craft?Where would you characterize advertising within this framework?
What is the basic difference between a fad, a fashion and a classic? Provide examples of each.
Some consumers complain that they are ‘at the mercy’ of designers: they are forced to buy whatever styles are in fashion because nothing else is available. Do you agree that there is such a thing as a ‘designer conspiracy’?
Construct a ‘biography’ of a product, tracing its progress from the time it was introduced. How long did it take to diffuse to the mass market? Do the same consumers use the product now as those who first adopted it? What are its future prospects– is it destined for obsolescence? Would you
Interview two or three of your fellow students about collecting, talking about either their own collections or a collection of somebody they know of. Use concepts about the sacred to analyse the responses.
Some people have raised objections to the commercial exploitation of cultural figures. For example, in the US many consumers deplored the profits that film-makers and business people made from films such as Malcolm X (e.g. by selling a‘Malcolm X’ air freshener). Others argued that this
What is the difference between an enacted norm and a crescive norm? Identify the set of crescive norms operating when a man and woman in your culture go out for dinner on a first date. What products and services are affected by these norms?
Is there anything funeral directors can do to allay consumer concerns about backstage issues such as maintaining the ‘integrity of the cremains’?
Cremation is now firmly established as the preferred mode of disposal for the vast majority of Britain’s departed.Discuss the implications of this for funeral directors.
Scattering of the dead person’s ashes was described above as an emergent consumer ritual, a ritual ‘in the making’. Can you think of any other such emergent rituals? Are there any products or services associated with these rituals? What factors might influence the design of such rituals and
The growth in the acceptability of cremation is a notable example of an innovation that succeeds despite being so at odds with people’s prevailing mindsets at the outset.Discuss the factors influencing adoption rates for this innovation.
How well do models of consumer decision-making processes account for the choices made by consumers in the immediate aftermath of bereavement? Are there any other life course events that may have a disruptive effect on consumption patterns and practices?
What are your own experiences of being mothered as a child? How was consumption used and what role did meal consumption play? Does it differ among fellow members of your class? Why do you think this is the case?
How would you describe Linda’s and Marie’s mothering?In what ways was consumption used in their mothering;and what role did meal consumption play?
How would you explain mothering as a practice in terms of activities and the reasons for these activities, i.e. what do mothers usually do and why? In addition, it is also possible to discuss mothering in terms of its engagements , i.e. its goals and why these are important to its practitioners;
How do the two examples illustrate our understanding of different aspects of consumer behaviour (e.g.socialization, needs and lifestyles)?
Traditional family decision-making models assume that families have a nuclear family form.(a) What impact might ‘alternative’ families have on such models?(b) What role may other family members play in shaping family decision making, and the socialization of children?
Why should marketers be interested in understanding family decision making, and in particular child consumers?
How far can the family be described as the socialization unit? Using evidence from the case, and elsewhere, justify your answer.
How far can families be characterized as offering a homogeneous environment to children?
Reflecting on your own family experiences, did your parents treat you and your siblings in a similar way?What influence strategies did you use to influence your parents/guardians? Do you think that these were effective, and if so, why?
How did the different treatment of Jessica and Nina affect their success in deploying influence strategies?How might their different experiences affect their consumer socialization?
Jessica and Nina experience different environments within the family home. How and why? Identify and evaluate the features which distinguish the two environments experienced by Jessica and Nina.
The model in Figure 12.9 has so far only been applied in Denmark. However, its theoretical foundations are rather general, so it might also apply in other countries. Discuss whether it is or not – and which alterations might be necessary?
The chapter observes that some marketers are finding ‘greener pastures’ by targeting low-income people. How ethical is it to single out consumers who cannot afford to waste their precious resources on discretionary items? Under what circumstances should this segmentation strategy be encouraged
Identify a current set of fraudulent status symbols, and construct profiles of consumers who are wearing or using these products. Are these profiles consistent with the images portrayed in each product’s promotional messages?
Compile ads that depict consumers of different social classes. What generalizations can you make about the reality of these ads and about the media in which they appear?
Given present environmental conditions and dwindling resources, what is the future of‘conspicuous waste’? Can the desire to impress others with affluence ever be eliminated? If not, can it take on a less dangerous form?
What are some of the obstacles to measuring social class in European society? Discuss some ways to get around these obstacles.
The concepts income and wealth are measured in different ways throughout Europe, in spite of the standardization of currency that took place in 1999. Look through several recent issues of Review of Income and Wealth to get an idea of how these concepts differ across countries. For marketers, do you
Find good and bad examples of advertising targeted at elderly consumers. To what degree does advertising stereotype the elderly? What elements of ads or other promotions appear to determine their effectiveness in reaching and persuading this group?
Why did baby boomers have such an important impact on consumer culture in the second half of the twentieth century?
Consider three important changes in modern European family structure. For each, find an example of a marketer who has attempted to be conscious of this change as reflected in product communications, retailing innovations, or other aspects of the marketing mix. If possible, also try to find examples
Select a product category and, using the lifecycle stages given in the chapter, list the variables that will affect a purchase decision for the product by consumers in each stage of the cycle.
Observe the interactions between parents and children in the cereal section of a local supermarket. Prepare a report on the number of children who expressed preferences, how they expressed their preferences and how parents responded, including the number who purchased the child’s choice.
Collect ads for three different product categories in which the family is targeted. Find another set of ads for different brands of the same items in which the family is not featured. Prepare a report on the effectiveness of the approaches.
Arrange to interview two married couples, one younger and one older. Prepare a response form listing five product categories – groceries, furniture, appliances, holidays and cars – and ask each spouse to indicate, without consulting the other, whether purchases in each category are made by

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