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consumer behaviour
Consumer Behavior Building Marketing Strategy 14th International Edition David Mothersbaugh, Delbert Hawkins - Solutions
For a given organization, identify its reference groups. Create a hierarchical diagram, as shown in Figure 19–2, and discuss how this organization could influence groups that would in turn create favorable communication concerning this organization.
Interview a person responsible for purchasing for a business or government agency. Have that person describe and evaluate any attempts at relationship marketing by its suppliers. What do you conclude?
Interview a representative from a commercial, a governmental, and a nonprofit organization. For each, determine its firmographics, activities, and objectives.Then relate these differences to differences in the organizational cultures of the organizations.
Review two issues of a magazine targeting organization buyers or purchase influencers. What percent of the ads contain emotional or other noneconomic appeals?
Interview an appropriate person at a large and at a small organization, and ask each to identify purchase situations that could be described as straight rebuy, modified rebuy, and new task. For each organization and purchase situation, determine the following:a. Size and functional representation
Respond to the questions in Consumer Insight 19–2.
For each of the three purchase situations described in the chapter (Table 19–2), describe a typical purchase for the following:a. Wendy’sb. Mercedes-Benzc. Targetd. Your universitye. Publix
Discuss how the following pairs differ from each other in terms of organizational activities and objectives. Discuss how these differences influence organizational cultures.a. Walmart, Targetb. FedEx, the U.S. Postal Servicec. Amazon.com, Banana Republicd. Mercedes-Benz, Kraft Foods
Respond to the questions in Consumer Insight 19–1.
What is a two-stage decision process?
Define macrosegmentation and describe the variables used to create a macrosegmentation of an organizational market.
Interview 20 students to determine which, if any, customer loyalty programs they belong to, what they like and dislike about them, and the impact they have on their attitudes and behaviors. What opportunities do your results suggest?
Measure 10 students’ disposition behaviors with respect to the following. Determine why they use the alternatives they do.a. Laptop computerb. Cell phonesc. Mattressd. Televisionse. Plastic items
Interview a grocery store manager, a department store manager, and a restaurant manager.Determine the types of products their customers are most likely to complain about and the nature of those complaints.
With the cooperation of a durables retailer, assist the retailer in sending a postpurchase letter of thanks to every other customer immediately after purchase. Then, approximately two weeks after purchase, contact the same customers (both those who received the letter and those who did not) and
Develop a questionnaire to measure repeat purchase behavior and brand loyalty. Measure the repeat purchase behavior and brand loyalty of 10 students with respect to the following. Determine why the brand-loyal students are brand loyal.a. Batteriesb. Spaghetti saucec. Coffeed. Paper towelse.
Develop a survey to measure student dissatisfaction with service purchases. For purchases they were dissatisfied with, determine what action they took to resolve this dissatisfaction and what the end result of their efforts were. What are the marketing implications of your findings?
Develop a questionnaire designed to measure consumer satisfaction of a clothing purchase of $100 or more. Include in your questionnaire items that measure the product’s instrumental, symbolic, and affective dimensions of performance, as well as what the consumer wanted on these dimensions. Then
Develop a brief questionnaire to determine product nonuse among college students and the reasons for it. With four other classmates, interview 50 students. What do you conclude?
Are you a committed customer to any brand, service, or outlet? Why?
What are some of the possible negative consequences of “firing” customers?
Respond to the questions in Consumer Insight 18–1.
How would you go about measuring consumer satisfaction among purchasers of the following?What questions would you ask, what additional information would you collect, and why? How could this information be used for evaluating and planning marketing programs?a. Cell phone serviceb. Walmart.comc. Car
Discuss how you could determine how consumers actually use the following. How could this information be used to develop marketing strategy?a. Microwaveb. Wrist watchesc. Online banking servicesd. Movies on demande. Hair colorf. Hotel reward points
How should manufacturers deal with consumers immediately after purchase to reduce postpurchase dissonance? What specific action would you recommend and what effect would you intend it to have on the recent purchaser of the following?a. Cell phoneb. Expensive watchc. Tablet computerd. Corrective eye
What type of database should your university maintain on its students? In general, what ethical concerns surround the use of such databases by institutions and companies?
How should retailers deal with consumers immediately after purchase to reduce postpurchase dissonance? What specific action would you recommend, and what effect would you intend it to have on the recent purchaser of (gift of) the following?a. PBS donationb. A condominiumc. Dance lessonsd. A hybrid
What factors influence e-loyalty?
What are loyalty programs? What do most of them actually do?
What is the Net Promoter Score?
What are switching costs?
What is e-waste, and why is it a growing concern?
What are effective ways for a company to get at innovative product uses by customers?
What is a reasonably foreseeable use of a product and why is it important to companies?
What is use innovativeness?
What is consumption guilt?
What is postpurchase dissonance?
Interview 10 students on your campus and determine their attitudes toward and use of the Internet and online shopping. Place each into one of the six shopper segments described in the text.Do they fit into these segments? Combine your results with those of four other students. What do you conclude?
Determine, through interviews, the general shopping orientations of students on your campus. What are the marketing implications of your findings?
Develop an appropriate questionnaire and construct a new version of Table 17–2 using products relevant to college students. What are the marketing implications of this table?
Interview the manager of a drug, department, or grocery store on his or her views of P-O-P materials and price advertising.
Visit two retail stores selling the same type of merchandise and prepare a report on their use of P-O-P materials. Explain any differences.
Arrange with a local retailer (convenience store, drugstore, or whatever) to temporarily install a point-of-purchase display. Then set up a procedure to unobtrusively observe the frequency of evaluation and selection of the brand before and while the display is up. Describe your findings.
For several of the products listed in Table 17–2, interview several students not enrolled in your class and ask them to classify their last purchase as specially planned, generally planned, substitute, or unplanned. Then combine your results with those of your classmates to obtain an estimate of
Have 10 students on your campus describe their shopping orientations in terms of animals as follows: “Think about an animal that best describes you as a shopper and explain what it is about your shopping behavior that makes this animal an appropriate metaphor.” Combine your descriptions with
Develop a questionnaire to measure the image of the following. Have 10 other students complete these questionnaires. Discuss the marketing implications of your results.a. Targetb. Americangirl.comc. Subwayd. Local coffee shope. BMW.comf. Walmart g. Saks Fifth Avenue
Pick a residential area in your town and develop a gravitational model for (a) nearby supermarkets or(b) shopping malls. Conduct telephone surveys to test the accuracy of your model.
Describe the current state of online retailing and mobile retailing.
Repeat Question 39 (except for c and g) for online retailers.
What type of store atmosphere is most appropriate for each of the following retailer types? Why?a. Bookstore serving college studentsb. Cosmetic section of Searsc. Auto dealership service departmentd. Consumer electronicse. Mercedes automobilesf. Inexpensive furniture g. Thai food restaurant
What website characteristics could online retailers use to enhance the probability of purchase among individuals who visit their websites? Describe each factor in terms of how it should be used, and describe its intended effect on the consumer for the following products:a. Dorm furniture from
What in-store characteristics could traditional retailers use to enhance the probability of purchase among individuals who visit a store? Describe each factor in terms of how it should be used, and describe its intended effect on the consumer for the following products:a. Perfumeb. Ice creamc.
Describe an appropriate strategy for a mobile app of a retailer such as Starbucks for each of the motivationbased shopping orientations described in the text.
Describe an appropriate strategy for an online store such as Target for each of the motivation-based shopping orientations described in the text.
How are social and economic risks associated with the following products likely to affect the outlet choice behavior of consumers? How would the perception of these risks differ by consumer?Situation?a. Sports carb. Athletic shoes (for running)c. Wine (as a gift)d. Hairdressere. Mountain bikef.
Respond to the questions in Consumer Insight 17–1.
What challenges face omni-channel retailers in managing their image across channels?
Name two mobile apps that affect the choice of brands in the store?
Why do consumers planning to make a purchase at an online outlet often fail to do so?
Describe the impact of point-of-purchase displays on retail sales.
Once in a particular retail outlet, what in-store and/or online characteristics can influence brand and product choice? Give an example of each.
What is meant by an in-store purchase decision?Why is it important?
Describe six motivation-based shopping orientations across retail type.
What is a shopping orientation?
How is store choice affected by the perceived risk of a purchase?
How does the size of and distance to a retail outlet affect store selection and purchase behavior?
Describe online retailer image, and compare/contrast it with store image.
What are meant by showrooming and webrooming?Why are they important issues for retailers?
What are concerns for consumers in using online retailing and mobile apps?
Describe mobile retailing.
Describe online retailing.
The consumer faces the problems of both what to buy and where to buy it. How do these two types of decisions differ?
Find and copy or describe an ad that attempts to change the importance consumers assign to product class evaluative criteria. Is it effective? Why? Why do you think the firm uses this approach?
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 he or she would rent if given only those alternatives. Next,ask them to express the importance they attach to each evaluative criterion, using a 100-point constantsum scale. Finally, provide them with a
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 or student newspaper or local online apartment locator, 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?
Present 10 students with the choice set from the left panel of Consumer Insight 16–1 and present a different set of 10 students with the choice set from the right panel. Do you observe the decoy effect(choice share of option A goes up with the addition of the inferior option C)? Have the students
Discuss surrogate indicators that could be used to evaluate the perceived quality of the products or activities listed in Question 23.
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 (or renting or giving to) the options listed in Question
Identify five products for which surrogate indicators may be used as evaluative criteria in a brand-choice decision. Why are the indicators 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 attitude-based 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?
List the evaluative criteria and the importance of each that you would use in purchasing(or renting or giving to) the options in Question 23.Would situational factors change the criteria?The importance weights? Why?
What metagoals might you have, and what would be their relative importance to you, in purchasing (or renting or giving to) the options in Question 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. Adopting a pet from a shelterb. A moviec. An e-readerd. A BBQ grille. A personal trainerf. Athletic shoes g.
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?
What is the compensatory decision rule?
What is the disjunctive decision rule?
What is the conjunctive decision rule?
What factors influence the importance of evaluative criteria?
How can the importance assigned to evaluative criteria be assessed?
What methods are available for measuring consumers’ judgments of brand performance on specific attributes?
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