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consumer behaviour

Consumer Behavior 12th Edition Leon Schiffman - Solutions

Marketers realize 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 Americans’ lifestyles to segment their markets.
a. How should marketers promote products and services to working women? What appeals should they use?Explain.b. As the owner of a BMW automobile dealership, what kind of marketing and service strategies would you use to target working women?
Identify a group that can be regarded as a subculture within your university or college.a. Describe the norms, values, and behaviors of the subculture’s members.b. Interview five members of that subculture regarding attitudes toward the use of credit cards.c. What are the implications of your
Interview one baby boomer and one adult Generation Y consumer regarding the purchase of a car. Prepare a report on the differences in attitudes between the two individuals. Do your findings support the text’s discussion of the differences between boomers and Gen Y buyers? Explain.
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 attitude scales, develop a questionnaire to measure students’ attitudes toward the instructor in this course according to the following guidelines:a. Prepare five statements measuring students’ attitudes via a Likert scale.b. Prepare five semantic differential scales measuring
Based on the discussion of focus groups and depth interviews, develop a discussion guide for studying college students’reactions to their brand and model of cell phone.
Neutrogena is a manufacturer of personal care products for young adults. The company would like to extend its facial cleansers product line. Design (a) a qualitative; and (b) 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 behavior and explain why they are better to use than questioning consumers about the same behavior.
A manufacturer of a new product for whitening teeth would like to investigate the effects of package design and label information on consumers’ perceptions of the product and their intentions to buy it. Would you advise the manufacturer to use observational research, experimentation (causal
Have you ever been selected as a respondent in a marketing research survey? If yes, how were you contacted and where were you interviewed? 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
Visit the news section at www.caru.org. Select three of the press releases featured there (other than those discussed in this chapter) and illustrate how they depict the unethical applications of learning or perception (see Chapters 4 and 5)in targeting children.
Compile a list of consumption behaviors that you consider unethical. For each behavior listed, explain why you view it as wrong. Also, for each behavior listed, discuss the possible reasons a person engaging in that practice may use to justify it.
Online, find three examples of advertising embedded within entertainment content and discuss them.
Find, and discuss ads that depict each of the following:a. Exploitive targeting of childrenb. Overaggressive advertisingc. Direct-to-consumer advertising of pharmaceuticalsd. Cause-related marketinge. Societal marketing by a not-for-profit groupf. Societal marketing by a for-profit company g.
What are the privacy implications of companies’ increasingly widespread monitoring of online consumers?
At a time when many consumers can avoid advertising messages via time-shifting devices, marketers increasingly use product placements (also known as branded entertainment). In your view, is this a wise strategy or not? Explain your answer.
A soft-drink company distributed cell phones to preadolescents in low-income areas. The phones routinely received advertising messages for the drink. Following criticism, the company said that the benefits to the disadvantaged children from having the cell phones (e.g., safety) outweighed
Some say that targeting any group of consumers who are willing and able to purchase a product is simply good marketing.For example, advertising sweet and fatty foods to young children is perfectly okay because children like sweets, and when parents buy these products at their children’s request,
Keep a consumer journal for three days. On each day, briefly describe each of your consumer journeys and decisions.Apply the concepts and terms in this chapter to analyze your consumer behavior.
Consider items you have in closets and cabinets that might be considered cabinet castaways. What are these products?Why didn’t you use them? What could be a marketer’s role to ensure that you use it or discard it and buy it again?
Select a newspaper or magazine advertisement that attempts to provide the consumer with a decision strategy to follow in making a purchase decision. Evaluate the effectiveness of the ad you selected.
List three colleges that you considered when choosing which college or university to attend and the criteria that you used to evaluate them. Describe how you acquired information on the different colleges along the different attributes that were important to you and how you made your decision. Be
Describe the need recognition process that took place before you purchased your last can of soft drink. How did it differ from the process that preceded the purchase of a new pair of sneakers? What role, if any, did advertising play in your need recognition?
Identify five friends who have recently purchased a new smartphone (with some features that they consider to be“new”). Interview each person and ask him or her:a. Why did you select this phone over other smartphones that you were looking at or considering?b. Do you currently like the phone for
Identify a product, service, or style that was recently adopted by you and/or some of your friends. Identify what type of innovation it is and describe its diffusion process up to this time. What are the characteristics of the people who adopted it first? What types of people did not adopt it? What
Sony is introducing a 65” Ultra HD TV that has a higher screen resolution than other TVs and advanced signal processing.The TV’s introductory price is $10,000.a. Who should be Sony’s initial target market?What are the target consumers’ demographics and psychographics?b. How would you
How do consumers reduce post-purchase dissonance? How can marketers provide positive reinforcement to consumers after the purchase to reduce dissonance?
How can Apple use its knowledge of customers’ expectations in designing a marketing strategy for a new iPad?
Assume that this coming summer you are planning to spend a month touring Europe and looking for an advanced digital camera. (a) Develop a list of product attributes that you will use as the purchase criteria in evaluating various digital cameras.(b) Distinguish the differences that would occur in
What are the differences among the three problem-solving decision-making approaches? What type of decision process would you expect most consumers to follow in their first purchase of a new product or brand in each of the following areas: (a) chewing gum, (b) sugar, (c) men’s aftershave
What kinds of marketing and sociocultural inputs would influence the purchase of: (a) HDTV set, (b) concentrated liquid laundry detergent, and (c) fat-free ice cream? Explain your answers.
Select one of the following countries: Mexico, Brazil, Germany, Italy, Israel, Kuwait, Japan, or Australia. Assume that a significant number of people in the country you chose would like to visit the United States and have the financial means to do so. Now, imagine that you are a consultant for
Interview a student from another culture about his or her use of: (a) credit cards, (b) fast-food restaurants, (c) shampoo, and (d) sneakers. Compare your consumption behavior to that of the person you interviewed and discuss the similarities and differences you discovered.
Have you ever traveled outside the United States? If you have, identify some of the differences in values, behavior, and consumption patterns that you noted between people in a country you visited and Americans.
Looking at the charts presented earlier in this chapter, select a product that members of a particular nation consume very lightly. Research the country’s culture and geographic location and describe why they are light users of the product selected.
Looking at the charts presented earlier in this chapter, select a product that members of a particular nation consume heavily. Research the country’s culture and geographic location and describe why they are heavy consumers of the product selected.
Coca-Cola is considering introducing very small bottles of its product in Brazil. These would cost less than bottled water. Discuss whether or not the company should do so.
Give three examples of linguistic problems that companies have faced during marketing in global markets and describe how these problems could have been avoided.
What are the advantages and disadvantages of localized 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 for a non-domestic market? Illustrate your answer with examples.
a. Find advertisements for two brands of deodorants. Do a content analysis of the written and pictorial aspects of each ad. Identify any core values portrayed in each ad and explain your choices.b. Describe how the symbols in each ad convey the deodorant’s characteristics and brand image.
a. Summarize an episode of a Netflix, TV show, or online series that you watch regularly. Describe how the episode transmitted cultural beliefs, values, and customs.b. Select three commercials that were broadcast during the episode and describe how each reflects a cultural value(s).
Thinking of your daily routines, identify one routine that you consider a ritual. Describe it and explain why it is a ritual. Assume that you allow a marketing researcher come to your house and observe your entire ritual. Explain how the marketer of a product that you use during your routine can
Identify a singer or singing group whose music you like and discuss the symbolic function of the clothes that person (or group) wears.
Why are companies increasingly introducing “green” products and engaging in ecological- friendly practices?
For each of the following products and activities:a. List two relevant core values and explain your choices.b. Describe how each value either encourages or discourages buying the product or engaging in the activity.The products and activities are:1. Donating blood 2. Visiting tanning salons 3.
The Citrus Growers of America is designing an advertising campaign aimed at getting consumers to switch to orange and grapefruit juices instead of soft drinks as a “sugar jolt” in the late afternoon. Describe how the organization can use the Rokeach and the Gordon measures in planning its
A manufacturer of fat-free granola bars is considering targeting school-age children by positioning its product as a healthy, nutritious snack food. How can the three forms of cultural learning be used in developing applicable marketing strategies?
Describe the interrelationship between consumer behavior and the marketing concept.
A company is introducing a new e-book reader. Suggest segmentation, targeting, and positioning strategies for the new product.
Define the societal marketing concept and discuss the importance of integrating marketing ethics into a company’s philosophy and operations.
It is often said that consumers receive “free” content online.Is this true? Why or why not?
Discuss the role of the social and behavioral sciences in developing the consumer decision-making model.
Locate two websites that you visit regularly and discuss how they can (and probably do) track your behavior and enable marketers to target you more effectively.
Locate two examples (one advertisement and one article)depicting practices that are consistent with the societal marketing concept and two examples of business practices that contradict or ignore this concept. Explain your choices.
Locate two examples of technological innovations designed to enhance customer retention and discuss them.
What is market segmentation? How is market segmentation related to the marketing concept?
How are market segmentation, targeting, and positioning interrelated?
Discuss the advantages and disadvantages of using demographics as a basis for segmentation. Can demographics and psychographics be used together? Illustrate your answer with a specific example.
Does your lifestyle differ significantly from your parents’ lifestyle?If so, how are the two lifestyles different? What factors cause these differences?
Combine at least two segmentation bases for targeting each of the following products. Explain your choices.a. Men’s sneakersb. Women’s cocktail dressesc. hybrid carsd. e-readers
Some marketers consider benefit segmentation to be the segmentationapproach most consistent with the marketing concept.Do you agree or disagree with this view? Why?
How can a marketer for a chain of health clubs use the VALS™ segmentation profiles to develop an advertising campaign? Which segments should be targeted? How should the health club be positioned to each of the segments targeted?
Choose one of the VALS segments as a potential target market for each of the following offerings and explain your choices:a. SUVsb. financial retirement plansc. a new smartphone model
Explain the differences between segmentation and real-time bidding.
Explain how can marketers can employ each of the following data in predictive analytics.a. The website’s consumers visit.b. Consumers’ levels of engagement with visited websites(i.e., the pages viewed, length of visits, frequency of return to the site).c. Consumers’ interests, lifestyles, and
Select a product and brand that you use frequently and list the benefits you receive from using it. Without disclosing your list, ask a fellow student who uses a different brand in this product category (preferably a friend of the opposite gender)to make a similar list for his or her brand. Compare
Visit two websites with which you are familiar and write down every click that you make and the navigation patterns and times of your surfing. Then, describe how a marketer—of a product of your choice—who had tracked your Web visits to the sites could use the observation of your surfing in
Find three print advertisements directed at three different clusters, each one belonging to one of the three frameworks:PRIZM, P$YCLE, and ConneXions. Explain your choices.
Discuss the differences between the absolute threshold and the differential threshold. Which one is more important to marketers? Explain your answer.
How do advertisers use contrast to make sure that their ads are noticed? Would the lack of contrast between the ad and the medium in which it appears help or hinder the effectiveness of the ad? Why or why not?
Why do marketers sometimes reposition their products or services? Illustrate your answer with examples.
Why is it more difficult for consumers to evaluate the effective quality of services than the quality of products?
Discuss the roles of extrinsic and intrinsic cues in the perceived quality of (a) wines, (b) restaurants, (c) smartphones, and(d) graduate education.
Describe the stages of the positioning process and apply them to positioning a product of your choice.
Find three print examples of the kind of promotional methods that constitute ambush or experiential marketing. Evaluate each example in terms of the effectiveness of the sensory input provided.
Select a company that produces several versions of the same product under the same brand name. (Do not use one of the examples discussed in this chapter.) Visit the firm’s website and prepare a list of the product items and the benefits that each item offers to consumers. Are all these benefits
Apply the concepts that address consumers’ perceptions of service quality to evaluate this course at this point.
What are reference groups? List and discuss at least four groups that influence your purchases. For each group, indicate whether its influence is comparative, normative, or both, and explain your answers.
What is the difference between membership groups and symbolic groups? List one membership group and one symbolic group that influence your purchases. Explain which group influences you more and why.
List and discuss the factors that affect the credibility of formal communications sources of product information. What factors influence the perceived credibility of informal communications sources?
Why is an opinion leader a more credible source of product information than an advertisement for the product? Are there any circumstances in which information from advertisements is likely to be more influential than word-of-mouth?
Compare the advantages and disadvantages of the methods of measuring opinion leadership.
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 its product. Discuss the reference group factors that you would consider before the celebrity is hired.
Amazon has introduced a new e-book reader that is more expensive than previous models but has many more features.How can the company use the adopter categories in marketing this product?
With a paper and pencil, spend one hour watching a network television channel during prime time. Record the total number of commercials that aired. For each commercial that used a celebrity endorser, record the celebrity’s name, the product or service advertised, and whether the celebrity was
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
Find ads that encourage consumers to engage in word-ofmouth communications.
Prepare a list of negative rumors that you (or your friends)have heard recently about a company or a product.
Locate an online company that recruits buzz agents and register as one. Keep a diary of all your contacts with the organization for about one month. Summarize the diary and discuss whether the company was right to make you a buzz agent and explain why or why not.
How does the family influence the consumer socialization of children? What role does television advertising play in consumer socialization?
As a marketing consultant, you have been retained by the Walt Disney Company to design a study investigating how families make vacation decisions. Among the family members, whom would you interview? What kind of questions would you ask? How would you assess the relative power of each family member
Which of the five stages of the family life cycle constitutes the most lucrative segment for each of the following products and services: (a) TV cable subscriptions, (b) Club Med vacation, (c) Domino’s Pizza, (d) iPods, (e) mutual funds, and (f) the fastest internet access available in one’s
Why do marketing researchers use objective, rather than subjective, measures of social class?measure of social class? When would you expect the composite social-class measure to be superior?
Which status-related variable—occupation, education, or income—is the most appropriate segmentation base for:(a) family vacations, (b) opera subscriptions, (c) subscribing to online.wsj.com, (d) shopping at Whole Foods supermarkets,(e) buying from freshdirect.com, (f) purchasing new models of
Consider the Rolex watch, which has a retail price range starting at about $4,500 for a stainless-steel model to tens of thousands of dollars for a solid-gold model. How might Rolex use geodemographic clustering in its marketing efforts?
In this chapter, we have considered how parents and siblings play a role in the consumer socialization of their children and young brothers and sisters, and how adults continue to be socialized throughout their lives. However, we have not considered how children (especially teens and young
Identify one traditional family and one nontraditional household featured on the Ikea website (http://www.ikea.com/gb/en/ideas/). Classify the traditional household according to the family life cycle stage and the other according to the living arrangements featured in Table
Compare the characteristics and consumer patterns of the two households.

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