Consumer Behaviour In Action 1st Edition, UK Edition Peter Ling, Steven D'Alessandro, Hume Winzar - Solutions

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How can IKEA manage the paradox that consumers in different parts of the world may celebrate the same themes(e.g. in this case ‘individuality’) when they talk, but at the same time mean completely different things in practice?
How can IKEA’s market-driving strategy across markets be seen from this perspective on differing consumer tastes?
How can consumers’ tastes be seen as related to social class?
How do you think IKEA should manage it? Should they change their own product range or should they change(educate) the consumers? Why?
How would you describe IKEA’s strategies to overcome the problem that the American market prefers the part of the range that IKEA does not actually want to emphasize?
Identify a brand community; and assess it with respect to the three markers of community identified by Muniz and O’Guinn (2001), i.e. consciousness of kind; moral responsibility; and rituals and tradition.
How do you think the opposition between fans of the BMW MINI and the original Mini might be resolved in the future?
In what ways has the launch of the new BMW MINI destabilised the Mini brand community?
What do you think are the key influences that enabled the Mini car to become a cultural icon?
Identify three people who own the same technological product (e.g. electric coffeemaker;satnav; iPhone; iPad; Kindle). Then, observe them as they actually use the appliance. Based on these experiences, what recommendations might you make to the designer of a new appliance that would improve
The mall of the future will most likely be less about purchasing products than about exploring them in a physical setting. This means that retail environments will have to become places to build brand images, rather than just places to sell products. What are some strategies stores can use to
explored and classified internet sites supporting the wedding industry and the purchase of a wedding gown in their study of mass customization. They identified four major categories: marketing, browsing, advice and customizing. Choose another industry (e.g. mother and baby; travel; leisure; pets;
Choy and Loker (2004)
New interactive tools are being introduced that allow surfers on sites such as landsend.com to view apparel product selections on virtual models in full, 360-degree rotational view. In some cases, the viewer can modify the bodies, face, skin colouring and hairstyles of these models. In others, the
Discuss and critique the view that ‘shoppers who blend store, mail order catalogues and websites spend more.’181
Conduct naturalistic observation at a local mall or shopping centre. Sit in a central location and observe the activities of mall staff and customers.Keep a log of the non-retailing activity you observe(special performances, exhibits, socializing, etc.).Does this activity enhance or detract from
Is the ‘ethical consumer’ a fad or a new and growing challenge and/or opportunity for marketers and producers? Discuss.
Try to identify processes of glocalization in your own consumption patterns? And in your shopping neighbourhood?
Try to consider your personal relationship to brands. Select one that you are absolutely positive about. How would you characterize your relationship to that brand? And then one you are absolutely negative about; what is your relationship to that? Which personal and cultural factors might explain
What would you like to learn more about yourself and about consumer behaviour?
What are your personal views on some key themes in this book?
Which practitioners inspired you and why?
Which contributed cases triggered your interest in consumer behaviour or marketing?
Which industry examples intrigued you?
View the videos on the twins with two heads and one body, the man with no limbs and the‘ugliest’ woman in the world. What do you learn about consumer and human behaviour from these videos?
How are the six chapters under the personal eects dimension interrelated?
Who are your associative, aspirational and dissociative reference groups?
Why is there diversity in the interpersonal eects dimension covering the chapters on social class and reference groups?
How are you an innovator and laggard at the same time?
How do you think innovation is diused in society?
Which metaphor would you use to describe your understanding of culture?
How are you a situational consumer?
Why is consumer behaviour a situational phenomenon, as synthesised from the chapters on introduction, culture and diusion of innovation under the cultural eects dimension?
What were some of the results during the Mums United campaign?
How did the Heart Foundation prepare ‘Soup Mamas’ and ‘über infl uencers’ for the word of mouth campaign?
How did ‘Soup Mamas’ and ‘über infl uencers’ contribute to the Heart Foundation campaign?
Why did the Heart Foundation develop the ‘Mums United’ initiative?
How is overweight or obesity a problem in Australia?
If you were going to market a new title, how would you go about it? Pick a title from a genre that you enjoy (such as sport, crime, romance, comic books or graphic novels) and explain the reasons for your strategy.
and discuss it in relation to a relevant theory about innovation.
Choose one of your answers to Question
Give an example of innovation by authors, readers and publishers.
What could be considered as competition for a consumer’s time instead of reading books?Canyou think of examples beyond those provided in the case study?
Briefly describe the changes that are occurring in the Australian book industry.
How would you describe consumers of bread as manifested in this case?
How successful was the ‘Abbott’s Village Bakery’ launch?
Why was the ‘Abbott’s Village Bakery’ positioning concept a winner in research?
How did Landor work with George Weston Foods on entering the premium segment?
Why did George Weston Foods enter the everyday premium bread category instead of the nonpremium segment?
What impact do you think these strategies could have on the bottom line of these banks?
In your view, what are the most appropriate strategies the big four banks could adopt to improve the satisfaction of their small business customers?
How could banks provide more competitive o erings to both personal and business customers?
‘Small businesses are often the forgotten segment.’ Discuss.
How is personal or retail banking di erent from business or corporate banking?
How can we use agent-based models to understand the diusion process?
How can we use network models to understand the diusion process?
What is the purpose of a model? Describe the Bass model of the diusion process.
How can we describe the characteristics of the nodes in a network? How is this useful?
What is the dierence between an opinion leader and a change agent?
Explain the five stages of consumer decision making when considering adopting a new product. In your experience, do you go through all stages in the same order? In what circumstances would this happen?
What is a hierarchy of eects?
What are the characteristics of a product that aect the speed of diusion?
How are people who adopt at dierent times within a community traditionally labelled?Why do we rarely use those traditional adopter category labels?
Explain what is meant by a density function and a cumulative density function.
What is meant by the diusion of innovations?
Think about the product features of your laptop computer or smartphone that are dierent from competing brands and important to you. Draw a means-ends chain from those features to your personal values.
Think about a major purchase decision made within your family or household. What roles were taken by dierent members of the group? How do those roles change when dierent decisions are made?
Have you experienced any fear, uncertainty and doubt (FUD) about products you have considered buying? How do you tell if it’s FUD or real?
Is it possible to turn a product category that most people don’t much care about into something that is personally important? Can you identify some product categories that would fit this description?
How important is buying a laptop computer to you? How important is finding a new hairdresser when your regular hairdresser goes away? Use the Higie and Feick enduring involvement scale to measure your own personal involvement for those two product categories. How do you compare with your
Most people have trouble recognising when they have experienced cognitive dissonance.Why do you think that is the case?
How do you judge whether you have had a good university education? To what extent is your evaluation based on search, experience or credence? Name some recent purchases you have made in the past that can be called search, experience or credence.
Consider your last purchase of a major consumer good, such as a laptop computer or a smartphone. To what extent did you follow the classic consumer decision-making model?How did your experience dier from the classic model?
Think about your own decision to enrol at university. To what extent was it an extensive problem-solving task? Was it an evolving problem for many years, or was it an emergency problem? To what extent was your decision ‘nested’, in that you decided first on a type of degree then looked for
Consider the product category ‘sports shoes’. Can you name those brands in your evoked set? What brands, if any, are in your inept set? And what brands, if any, are in your inert set?
How has Unilever portrayed beauty compared with the plastic surgery industry?
How has beauty been glamorised?
What are popular medical tourism destinations?
Why has medical tourism increased?
What kinds of plastic surgery do women and men want?
How was the success of the campaign measured?
What strategies were used to engage the target market?
How were teams constituted for the new Big Bash League?
What was the target market of the new Big Bash League? How did it dier from traditional test cricket fans?
What were the principal challenges in rebranding and relaunching the domestic Twenty20 competition?
Do you expect the community created by this campaign to continue into the future, even if Nike withdrew its direct involvement? Why or why not?
Why do you think ‘She Runs the Night’ was a success?
How successful was ‘She Runs the Night’?
What were the key strategies used to engage this group?
How did Nike recognise that a marketing opportunity existed within the young female running cohort?
How did social influencers contribute during the campaign?
How did Kia report live for its tennis fans?
What were the two social competitions to engage audiences?
What were the key strategies used to engage social media users?
Why did Kia concentrate on social media activity for the 2014 Australian Open?
Based on the case study, do you believe the change agents can play a role in bringing about social change?
Who are the Info-ladies?
Deriving evidence from the case study, comment on the technology diusion situation in Bangladesh.
What are the factors that determine the pace of technology diusion in dierent societies?
What are the various roles that are played by change agents in innovation diusion?

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