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business
cb: consumer behaviour
Consumer Behaviour In Action 1st Edition, UK Edition Peter Ling, Steven D'Alessandro, Hume Winzar - Solutions
How does tempeh’s image as an indigenous traditional food a ect consumers’ perception of the product?
How does the case refl ect the four Ps of the marketing mix (product, price, place and promotion)?
What other factors have contributed to the success of Qtela?
How have consumers’ general psychological tendencies assisted in the success of Qtela tempeh chips?
How do the traditional reputation of tempeh and global diet trends infl uence consumers’perception?
Provide some examples of situations where attitudes are unlikely to correspond with purchase behaviour. That is, when would consumers buy a brand that was not the most preferred?
Explain why people may not express their attitudes clearly.
Why might attitudes not a ect behaviour?
Explain why a favourable attitude towards study at university may not lead a student to enrol at university.
Outline the components of the theory of planned behaviour.
Define the three components of attitude.
As the new marketing manager for a brand of toothpaste, what could you do to a ect potential consumers’ attitudes and behaviours towards your brand relative to the market leader, Colgate?
A few years ago one of the authors of this text did unpaid research consulting work for a charitable organisation. The work required expertise and a lot of time, and the report would have cost many thousands of dollars if it were done by a commercial research consultant.The managers of the charity
Provide an example advertising copy that would suitable for:a high involvement b low involvement.
What are central and peripheral routes to persuasion? Why is it important to marketers?
What are consumer involvement? Why is it important to marketers?
What is information overload, and how can it be avoided?
Describe the process of encoding of memory. Why is this of interest to marketers?
Why is rehearsal important for consumer memory? How can marketers encourage this?
Provide an example of the following in marketing:a learning by classical conditioning b learning by instrumental conditioning c learning by modelling d cognitive learning.
How is it possible for consumers to learn without direct experience?
What is the di erence between classical and instrumental conditioning?
Reread the opening vignette. Do you think consumer loyalty schemes are e ective?Justify your answers in terms of learning theory.
Do you think that superstores that specialise in one type of product—such as hardware, o ce supplies or electronics—run the risk of overloading consumers with too much information? Why or why not?
Provide examples of the JND principle from price, pack and product changes of a particular consumable. Conduct an experiment to measure the JND for a change in the price of a brand of beer.
Select a press advertisement or product packaging approach that illustrates good use of the following aspects:a colour b price–quality relationship c novelty and contrast d halo e ect e stereotypes (summary construct).
Identify and discuss some of the widely used techniques to gain and hold consumer attention. Conduct an experiment to test your ideas.
Identify a brand extension and discuss how exposure, attention and integration processes can influence the e ectiveness of the extension.
How do distorting influences influence the interpretation of a stimulus? Are these beneficial or problematic for marketers?
Name the four principles of perceptual organisation and explain why marketers need to know about them.
Di erentiate between the absolute threshold and the di erential threshold, and explain how these concepts relate to Weber’s law.
What is attention, and what are some of its key characteristics?
What factors and theories are involved in the process of perception? How might an understanding of how perception operates assist marketing managers to achieve marketing objectives?
Why do marketers seek to create brand personalities? When is this eective?
What is the most eective for marketers to consider: marketing to the actual self-concept, ideal self-concept or ideal-social self-concept?
How does personality aect the use of services and compliant behaviour?
How is information search aected by personality?
What kind of personality types do luxury products appeal to?
The road transport authority of a particular state or country wants to reduce the road toll. What kind of advertising appeals would be most eective that consider consumer personality?
Discuss how a marketer should consider a consumer self-concept when marketing cosmetics.
Describe the type of advertising appeal that would be most suitable for each of the following personality traits:a high dogmatism b high need for uniqueness c high need for cognition d low optimum stimulation level e outer-directed consumers.
What are the dierences and similarities of the following personality theories?a Freudian theory b neo-Freudian theory c trait theory
Read the opening vignette of this chapter. Does personality theory suggest that we cannot save people from themselves when it comes to problem gambling?
What other industry examples have you come across that reflect mental, emotional, physical and spiritual needs?
Which of the industry examples featured in the chapter resonated with you and why?
Select one question to work on:a What is the first word that comes to mind when I mention tea?b If you were an object (or animal or plant or celebrity or film or music or sport), which would you be and why?c Complete this sentence: People who eat at Nando’s are …
In terms of the Zaltman Metaphor Elicitation Technique (ZMET), what symbolic or metaphorical pictures would you collect on the topics of tattoos and volunteering?
In terms of Rapaille’s culture code theory, what are your culture codes for learning and foreign brands?
What are your views on motivational research to access your innermost subconscious motivations?
When are you influenced by rational advertising appeals and emotional advertising appeals?
What are your views on the attempt to synthesise the various theories of motivation under the MEPS framework of mental, emotional, physical and spiritual needs?
When are you intrinsically motivated and extrinsically motivated, as theorised by Deci and Ryan?
In terms of McGuire’s theory of motives, how much of an a ective–cognitive and active–passive person are you?
What are your views on Maslow’s hierarchy of needs? Read up on other views on Maslow’s theory, such as Alderfer’s alternative theory of existence–relatedness–growth, and draw your own perspective of the needs expressed by Maslow.
In terms of McClelland’s theory of the achieving society, how much of an achieving person are you?
Which of Murray’s twenty-eight psychogenic needs can you relate to, and why?
What needs are satisfied by co ee at Starbucks (or another co ee chain)?
Review your basic needs and multiple wants: do you have too many wants for each basic need to live, learn, love and leave a legacy?
What are your views on living a balanced, integrated life to manage your mental, emotional, physical and spiritual (MEPS) needs?
What are your metaphors for reference groups?
Which illustrated and detailed industry examples from this chapter intrigue you and why?
Which opinion leaders and/or celebrities inspire you and why?
How are you influenced by news editorial content, advertorials and corporate blogs?
Are you part of any brand communities? If so, which ones?
Do you blog? If so, on what topic and which blogging platform do you use (Blogger, Wordpress, Tumblr, etc)? If not, do you follow blogs?
Which consumer opinion groups do you associate with: government action groups, ongoing consumer action groups and/or ad hoc consumer action groups?
Which reference groups have influenced you the most in consumer socialisation; that is, to help you learn to be a consumer?
How would you describe your family unit (nuclear, extended, etc)?
Which reference groups do you trust the most?
Which dissociative reference groups do you dissociate with?
Which aspirational reference groups influence your consumer behaviour?
Which associative reference groups influence your consumer behaviour?
Who and how have influenced you in the following?a informational influence b utilitarian or normative influence c value-expressive or identification influence
What is your perception or definition of a reference group in consumer behaviour?
What nasty online abuse or trolling have you experienced or read about?
How would you explain consumer resistance to McDonald’s’ zodiac animal promotion in Singapore in 2010?
How has McDonald’s grown its business in India, China and Asia?
How has Australia contributed to McDonald’s’ growth?
Why has McDonald’s’ success been labelled the ‘McDonaldisation of society’?
How did McDonald’s acculturate its menus in global markets?
What other promotional activities would you recommend to target RCMS’ key consumer segment?
How can RCMS manage its service di erentiation to prepare for the increasing competition?
Could the RCMS attract the leisure segment without losing its appeal to the business market?
Who should RCMS target as its primary segment in the short term (next one to three years)?
What are some disadvantages of using celebrities as reference groups?
Why did Lipton choose Hugh Jackman as a celebrity endorser?
How has the Lipton brand been associated with uplifting moments?
Who are the reference groups for the Lipton company?
Who were Thomas Lipton’s reference groups?
What do you think is the role of policy for the growth of Islamic fi nancial institutions in Australia?
Is there a scope for Islamic fi nancial institutions to fi nd a niche market in Australia?
What do you think are the key di erences between conventional and Islamic fi nancial institutions?
Are Islamic fi nancial institutions aligning with the concepts of enculturation and acculturation?
What levels of cultural understanding are important to meet consumer expectations and the formation of marketing strategies?
What are your views on the strategies of Hermes, Chanel, Cartier, Burberry and Tata Nano?
What other luxury trends do you predict?
What examples of premium brand collaborations have you come across?
What are your views on masstige?
What are your favourite luxury brands and why?
What are your views on skin colour as a status symbol?
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