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business
consumer behaviour
Consumer Behavior Buying Having And Being 12th Global Edition Michael R. Solomon - Solutions
9-27 Why is it difficult to place a product in a consumer’s evoked set after the person has already rejected that product? What strategies might a marketer use to accomplish this goal?
9-28 Technology has the potential to make our lives easier as it reduces the amount of clutter we need to work through to access the information on the Internet that really interests us. However, perhaps intelligent agents that make recommendations based only on what we and others like us have
9-29 It’s increasingly clear that many postings on blogs and product reviews on Web sites are fake or are posted there to manipulate consumers’ opinions. How big a problem is this if consumers increasingly look to consumer-generated product reviews during the stage of information search? What
9-32 As more people enter virtual worlds like Second Life and Kaneva, family decision-making research may have to include our virtual partners (and children?) as well.120 Do you agree? How do you think consumer researchers could use a virtual world to help them understand decision making in the
9-33 Industrial purchase decisions are totally rational. Aesthetic or subjective factors don’t—and shouldn’t—play a role in this process. Do you agree?
9-34 We can think of college students who live away from home as having a substitute “family.” Whether you live with your parents, with a spouse, or with other students, how are decisions made in your college residence“family”? Do some people take on the role of mother, father, or child?
9-35 There is an increasing trend toward using crowdsourcing as a research and development tool. According to Gartner, by 2017 around 75 percent of all product development capabilities carried out by consumer goods manufacturers will be derived from crowdsourcing.121 Their predictions went on to
9-36 Find examples of electronic recommendation agents on the Web. Evaluate these. Are they helpful? What characteristics of the sites you locate are likely to make you buy products you wouldn’t have bought on your own?
9-37 Neuromarketing is a growing area of marketing, but few really understand the science behind it. Some suggest that it is a means by which the decision-making processes and behaviors of the consumer can be truly understood; they believe that consumers do not actually know their own mind, and
9-38 Define the three levels of product categorization the chapter describes. Diagram these levels for a health club.
9-40 Hershey’s stresses the determinant attribute of product authenticity when the chocolate company states:“Hershey, PA is where it all started more than 100 years ago, and it’s still where the famous Hershey’s Kisses are made.”123 Find examples of other companies that appeal to their
9-41 Form a group of three. Pick a product and develop a marketing plan based on either cognitive or habitual decision making. What are the major differences in emphasis between the two perspectives? Which is the most likely type of decision-making process for the product you selected?
9-42 Identify a person who is about to make a major purchase.Ask that person to make a chronological list of all the information sources he or she consults before deciding what to buy. How would you characterize the types of sources he or she uses (i.e., internal versus external, media versus
9-44 Ask a friend to “talk through” the process he or she used to choose one brand rather than others during a recent purchase. Based on this description, can you identify the decision rule that he or she most likely employed?
9-45 Think of a product you recently shopped for online.Describe your search process. How did you become aware that you wanted or needed the product? How did you evaluate alternatives? Did you wind up buying online? Why or why not? What factors would make it more or less likely that you would buy
9-46 Can you replicate Richard’s decision-making process as he chose a TV brand for other consumers or other products?Create a grid for a different product category that lists available brands and the features each offers. (Hint:Product Web sites for computers, cars, and other complex products
9-49 Collect ads for three different product categories that target families. Find another set of ads for different brands of the same items that don’t feature families. Prepare a report comparing the probable effectiveness of the two approaches. Which specific categories would most likely
9-50 Pick three married couples and ask each husband and wife to list the names of all cousins, second cousins, and so on for both sides of the family. Based on the results, what can you conclude about the relative role of men and women in maintaining the kin-network system?
9-51 If people are not always rational decision makers, is it worth the effort to study how they make purchasing decisions?
9-52 According to retail analysts Mintel, 84 percent of women state that they influence important household financial decisions, compared to just 49 percent of men.125 In a stereotypical nuclear family, the members are parts of a decision-making unit.Within the household there are power struggles
CS 9-1 How does Tesla Motors’ marketing strategy connect with the changes going on in the consumer decision journey today? Do you believe that they can be successful over the long-term with this kind of an approach?
CS 9-2 The chapter identifies three different categories of consumer decision making: cognitive, habitual, and affective.How does Tesla seem to view the type of decision making that consumers go through when they purchase their vehicles?
10-1 Many factors at the time of purchase dramatically influence the consumer’s decision-making process.
10-2 The information a store’s layout, Web site, or salespeople provides strongly influences a purchase decision.
10-3 The growth of a “sharing economy” changes how many consumers think about buying rather than renting products.
10-4 Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place.
10-1 What is time poverty, and how can it influence our purchase decisions?
10-2 A consumption situation has a buyer, seller, and a product.What else would you add?
10-3 List three separate motivations for shopping, and give an example of each.
10-4 What are some important pros and cons of e-commerce?
10-5 List three factors that help to determine store image.
10-6 What is the difference between unplanned buying and impulse buying?
10-7 How do business models in the sharing economy differ from traditional purchase processes?
10-8 What is the difference between recycling and lateral cycling?
10-9 Are pop-up stores simply a fad, or a retailing concept that’s here to stay?
10-10 Think about exceptionally good and bad salespeople you have encountered as a shopper. What qualities seem to differentiate them from others?
10-11 Discuss the concept of timestyle. Based on your own experiences, how might we segment consumers in terms of their timestyles?
10-13 A tourism study based in Penang focused on why tourists buy products and services.93 What is the probable link between this and self-image?
10-14 Spontaneous purchases of desirable products is something all retailers want. The problem is that spontaneous purchasing also means spontaneous thefts. However, security can be expensive and, above all, it deters consumer interaction and impulse buys.94 By creating a theft-free environment,
10-20 Using Table 10.1 as a model, construct a person–situation
segmentation matrix for a brand of perfume.10-21 IKEA, the Swedish furniture and home design company, has 283 stores in 26 countries and generated profits of$3.2 billion in 2015. Their stores have a unique layout that cuts across image and atmosphere and creates an environment designed to confuse
10-23 Interview three consumers who have used a sharing economy service, such as Zipcar, Airbnb, Snapgoods, etc. How would you characterize their experiences compared to more traditional models?
10-24 People have more leisure time than ever. Why do they feel so rushed, and how can marketers address this problem?
10-25 Is the customer always right? Why or why not?
CS 10-1 How do Coca-Cola, Pepsi, Unilever, and Johnson &Johnson benefit from their various strategies with regard to plastic disposal? How do you feel about what they are doing?
CS 10-2 Why do you think Coca-Cola decided to include rewards and other experiences in their recycling campaign in Singapore? Do you think they were appropriate rewards?
CS 10-3 Suggest other ways to increase recycling in your community(besides those indicated here).
1 If someone owns a dog, what is the percentage chance they watch Fox News? What if they own a cat?
2 Which channel is much more likely to be watched by someone with four or more dogs than an average American? What is the Index value for this channel? An Index value of 100 is the benchmark for an average U.S.adult to have four or more dogs.
3 Which channel is much less likely to be watched by someone with four or more cats than compared to an average American? What is the Index value?
4 If we wanted to reach the most two to three dog-owning households by advertising on only a single cable channel, which channel would we pick?
5 Based on these results, is it fair to say that Animal Planet watchers are more likely to own either a cat or dog compared to the national average?
6 Regardless of the number of dogs or cats someone owns(including zero!), about how many U.S. adults in total said they watch the Cooking Channel?
11-1 Other people and groups, especially those that possess social power, influence our decisions.
11-2 Word-of-mouth communication is the most important driver of product choice.
11-3 Opinion leaders’ recommendations are more influential than others when we decide what to buy.
11-4 Social media changes the way we learn about and select products.
11-1 What is buzz building, and how does it work?
11-2 What is meant by homophily?
11-3 Describe some ways in which marketers use the Internet to encourage positive word-of-mouth.
11-4 Could a marketer create a generalized opinion leader?
11-5 What is an opinion leader? Give three reasons why they are powerful influences on consumers’ opinions.
11-6 Is there such a thing as a generalized opinion leader?Why or why not?
11-7 What is klout, and how is it measured?
11-8 How do you find a suitable opinion leader?
11-9 What is FOMO, and why might it be important?
11.10 List three types of social power, and give an example of each.
11-11 What is a brand community, and why is it of interest to marketers?
11-12 Define conformity and give an example of it. Name three reasons why people conform.
11-13 How does the Principle of Least Interest relate to your success in a romantic relationship?
11-14 A recent sociometric study on obesity (similar to the one we read about regarding clusters of smokers) provides a striking example of how our social networks influence what we do. The researchers analyzed a sample of more than 12,000 people who participated in the Framingham Heart Study,
11-15 The Rio Olympics 2016 once again proved that major sporting events would struggle to attract the necessary finance and backing if it were not for the brands that sponsor them.98 Brand owners know that the Olympic Games constitute arguably the most effective international marketing opportunity
11-16 McCann Worldgroup manages over 50 brand community pages with over 4 million fans. None of the communication strategies are exactly the same. The focus of the efforts is common across the pages: to make sure that a fully integrated campaign creates and maintains engagement between the brands
11-18 In 2013 in the United Kingdom, Channel 4’s program Dispatches featured an investigation into brands buying social media interactions. The documentary discovered that low-paid workers in Bangladeshi were being used as “click farms.” They were employed to create Facebook likes, Twitter
11-20 Who are the fashion opinion leaders in your country? How do they match up with the desired profile for such leaders?
11-22 Choose 10 people and ask them about their latest major purchase of a product or service. How did they decide that they needed that product or service? What made them choose the brand? Were they influenced by the views of an opinion leader in their decision-making process?
11-23 List at least 10 of your friends. They can be close friends or acquaintances. Try to rank them in terms of their influence on your purchasing behavior. To what extent are you more likely to trust and follow the opinions of your closer friends compared to your acquaintances? What types of
11-24 The power of unspoken social norms often becomes obvious only when we violate them. To witness this result firsthand, try one of the following: Stand facing the back wall in an elevator, serve dessert before the main course, offer to pay cash for dinner at a friend’s home, wear pajamas to
11-25 Identify a set of avoidance groups for your peers. Can you identify any consumption decisions that you and your friends make with these groups in mind?
11-27 Although social networking is red hot, could its days be numbered? Many people have concerns about privacy issues. Others feel that platforms such as Facebook are too overwhelming. As one media executive comments, “Nobody has 5,000 real friends. At the end of the day it just becomes one big
11-28 The adoption of a certain brand of shoe or apparel by athletes can be a powerful influence on students and other fans. Should high school and college coaches be paid to determine what brand of athletic equipment their players wear?
12-1 Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products we buy.
12-2 We group consumers into social classes that say a lot about where they stand in society.
12-3 Individuals’ desires to make a statement about their social class, or the class to which they hope to belong, influence the products they like and dislike.
12-1 How have women contributed to the overall rise in income in our society?
12-2 Define discretionary income.
12-3 How does consumer confidence influence consumer behavior?
12-4 What is a pecking order?
12-5 Explain what is meant by achieved versus ascribed status.
12-6 What is the significance of lower fertility rates in higherand middle-class families?
12-7 Is income alone a good determinant of social class?
12-8 What is income inequality, and why is it a problem?
12-9 How are attitudes toward luxury categorized according to SRI Consulting Business Intelligence?
12-10 In some countries it is difficult to measure and quantify social class. Why might this be the case?
12-11 What are the main motivators in purchasing a status symbol?
12-12 What is the term used to describe an individual’s aesthetic and intellectual preferences?
12-13 Describe the difference between a restricted and an elaborated code. Give an example of each.
12-14 How do the elites restrict access to their group?
12-15 What are the three identified strategies used by consumers if counterfeiting is common in their preferred brands?
12-16 What roles do status symbols play in purchase decisions?
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