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consumer behaviour
Consumer Behavior 9th Edition Michael R Solomon - Solutions
How do we group consumers into social classes that say a lot about where they stand in society? LO1
In addition to television, why is it that marketers can reach these households so effectively with messages for unhealthy snack foods? L01
Discuss the ways that living in a low-income neighborhood contributes to higher obesity rates. L01
Can consumption patterns be changed? What can be done to reverse the increase in obesity, especially among low-income children? Should the government follow the example of the Los Angeles City Council and take on a greater role in trying to change consumption patterns, or is education the most
Compile a collection of ads that depict consumers of different social classes. What generalizations can you make about the reality of these ads and about the media in which they appear? L01
Compile a list of occupations and ask a sample of students in a variety of majors (both business and nonbusiness) to rank the prestige of these jobs. Can you detect any differences in these rankings as a function of students majors? L01
Use the status index in Figure 12.3 to compute a socialclass score for people you know, including their parents, if possible. Ask several friends (preferably from different places) to compile similar information for people they know. How closely do your answers compare? If you find differences, how
Status symbols are products we value because they show others how much money or prestige we have, such as Rolex watches or expensive sports cars. Do you believe that your peer group values status symbols? Why or why not? If yes, what are the products that you think are status symbols for consumers
This chapter observes that some marketers find greener pastures when they target low-income people. How ethical is it to single out consumers who cannot afford to waste their precious resources on discretionary items? Under what circumstances should we encourage or discourage this segmentation
Thorstein Veblen argued that men used women as trophy wives to display their wealth. Is this argument still valid today? L01
In today s economy it s become somewhat vulgar to flaunt your money if you have any left. Do you think this means that status symbols like luxury products are passé? Why or why not? L01
How do you assign people to social classes, or do you at all? What consumption cues do you use (e.g., clothing, speech, cars, etc.) to determine social standing? L01
What consumption differences might you expect to observe between a family we characterize as underprivileged and one whose income is average for its social class? L01
What are some of the obstacles to measuring social class in today s society? Discuss some ways to get around these obstacles. L01
Sears, JCPenney, and Wal-Mart tried hard in recent years to upgrade their images and appeal to higherclass consumers. How successful have these efforts been? Do you believe this strategy is wise? L01
What is a current example of parody display? L01
What is conspicuous consumption? Give a current example. L01
How do you differentiate between old money versus nouveau riche consumers? L01
What is cultural capital and why is enrolling in an etiquette class a way to accumulate it? L01
Describe the difference between a restricted and an elaborated code. Give an example of each. L01
What is a taste culture? L01
How does the worldview of blue-collar and white-collar consumers differ? L01
Define status crystallization and give an example. L01
What are some of the problems we encounter when we try to measure social class? L01
Why is it that when a person earns more money his or her social class may not change? L01
What one variable is the best indicator of social class?What are some other important indicators? L01
Define social mobility and describe the different forms it takes. L01
Describe what we mean by the term mass class and summarize what causes this phenomenon. L01
What is a chav? L01
What is the difference between achieved and ascribed status? L01
What is social class? Is it different from income, and if so how? L01
What is a pecking order? L01
How does consumer confidence influence consumer behavior? L01
Define discretionary income. L01
How have women contributed to the overall rise in income in our society? L01
Do you plan to buy a car in the next year? L01
Is now a good time or a bad time for people to buy major household items, such as furniture or a refrigerator? L01
Will you be better off or worse off a year from now? L01
Would you say that you and your family are better off or worse off financially than a year ago? L01
Why does a person s desire to make a statement about his social class, or the class to which he hopes to belong, influence the products he likes and dislikes? L01
Why do both personal and social conditions influence how we spend our money?L01
How do current trends in the family life cycle affect the marketing of cell phones to children? L01
When it comes to cell phones for kids, who is the customer? Discuss the dynamics of the decision to buy a cell phone for a young child. L01
Consider three important changes in the modern family structure. For each, find an example of a marketer who seems to be conscious of this change in its product communications, retailing innovations, or other aspects of the marketing mix. If possible, also try to find examples of marketers who have
Select a product category, and using the life-cycle stages the chapter describes, list the variables likely to affect a purchase decision for the product by consumers in each stage of the cycle. L01
Observe the interactions between parents and children in the cereal section of a local grocery store (remember to bring earplugs). Prepare a report on the number of children who expressed preferences, how they expressed their preferences, and how parents responded, including the number who
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? L01
Collect ads for three different product categories that target families. Find another set of ads for different brands of the same items that dont feature families.Prepare a report comparing the probable effectiveness of the two approaches. Which specific categories would most likely benefit from a
Arrange to interview two married couples, one younger and one older. Prepare a response form that lists five product categories groceries, furniture, appliances, vacations, and automobiles and ask each spouse to indicate, without consulting the other, whether purchases in each category are made by
Stanford University Medical Center prohibits its physicians from accepting even small gifts such as pens and mugs from pharmaceutical sales representatives under a new policy it hopes will limit industry influence on patient care and doctor education. The new policy is part of a small but growing
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 or father or child? Give a specific
Industrial purchase decisions are totally rational.Aesthetic or subjective factors dont and shouldnt play a role in this process. Do you agree? L01
When they identify and target newly divorced couples, do you think marketers exploit these couples situations? Are there instances in which you think marketers may actually be helpful to them? Support your answers with examples. L01
For each of the following five product categories groceries, automobiles, vacations, furniture, and appliances describe the ways in which you believe having children or not affects a married couples choices. L01
Marketers have been criticized when they donate products and services to educational institutions in exchange for free promotion. Is this a fair exchange, in your opinion, or should corporations be prohibited from attempting to influence youngsters in school? L01
Do you think market research should be performed with children? Give the reasons for your answer. L01
The chapter cites parents worries about the amount of time their kids spend online. Is this just old-fashioned concern that ignores the benefits kids get when they explore cyberspace? L01
The Defense Department shut down a controversial research program following a public outcry. Its intent was to create a prediction market to forecast terrorist activities. Was the decision to terminate the program warranted? Why or why not? L01
Do marketers rob kids of their childhood? L01
Discuss the pros and cons of the voluntarily childless movement. Are followers of this philosophy selfish? L01
Is the family unit dead? L01
The promotional products industry thrives on corporate clients that order $19 billion per year of T-shirts, mugs, pens, and other branded items in order to keep their organizations at the forefront of their customers minds. As a result of the voluntary ban on these products by the pharmaceutical
Why is it difficult to conduct marketing research with children? L01
Discuss stages of cognitive development and how these relate to the comprehension of marketing messages. L01
What is consumer socialization? Who are some important players in this process? How do toys contribute? L01
What are three reasons why children are an important segment to marketers? L01
Describe a heuristic a couple might use when they make a decision, and provide an example of it. L01
What is a kin-network system? L01
What factors help to determine if decisions will be made jointly or by one spouse or the other? L01
What are some differences between traditional and modern couples in terms of how they allocate household responsibilities? L01
What is the difference between an autonomic and a syncretic decision? L01
What is the difference between a consensual and an accommodative purchase decision? What are some factors that help to determine how much conflict the family will experience when it makes a decision? L01
List some variables we must consider when we try to understand different stages in the FLC. L01
What is the FLC, and why is it important to marketers? L01
What are boomerang kids? L01
How do we calculate a nations fertility rate? What fertility rate is required to ensure that population size does not decline? L01
What is a nuclear family, and how is it different from an extended family? L01
List at least three roles employees play in the organizational decision-making process. L01
What are some of the ways organizational decisions differ from individual consumer decisions? How are they similar? L01
Summarize the buyclass model of purchasing. How do decisions differ within each class? L01
What is a prediction market? L01
What are some factors that influence how an organizational buyer evaluates a purchase decision? L01
The degree to which he is familiar with the purchase. L01
The seriousness with which he must consider all possible alternatives. L01
The level of information he must gather before he makes a decision. L01
How do children learn over time what and how to consume? L01
How do members of a family unit play different roles and have different amounts of influence when the family makes purchase decisions? L01
How do many important demographic dimensions of a population relate to family and household structure? L01
Why are our traditional notions about families outdated? L01
Why do companies as well as individuals make purchase decisions? L01
Why do marketers often need to understand consumers behavior rather than consumer behavior? L01
Refer to your responses to question 1, What kind of opportunities does the existence of the Buffett community present to marketers? Develop a list of specific marketing and promotional tactics. L01
How can we consider Jimmy Buffett fans as members of a reference group? A brand community? A consumer tribe? L01
Trace a referral pattern for a service provider such as a hair stylist; track how clients came to choose him or her.See if you can identify opinion leaders who are responsible for referring several clients to the businessperson.How might the service provider take advantage of this process to grow
See if you can demonstrate the risky shift. Get a group of friends together and ask each to privately rate the likelihood on a scale from 1 to 7 that they would try a controversial new product (e.g., a credit card that works with a chip implanted in a persons wrist). Then ask the group to discuss
Conduct a sociometric analysis within your dormitory or neighborhood. For a product category such as music or cars, ask each individual to identify other individuals with whom they share information. Systematically trace all of these avenues of communication, and identify opinion leaders by
Identify fashion opinion leaders on your campus. Do they fit the profile the chapter describes? L01
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? L01
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 friends home, wear pajamas to class, or
Mobile social networking is the next frontier in technology as companies race to adapt platforms like Facebook to our cell phones. Marketers are not far behind, especially because there are 3.3 billion cell phone subscribers worldwide that number is far greater than the number of Internet users.
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