Consumer Behaviour A European Perspective 6th Edition Michael R. Solomon, Margaret K. Hogg, Søren Askegaard, Gary Bamossy - Solutions

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Which segment prioritises physical appearance as a motivation for eating/drinking healthy?
Which segment prioritises mental/emotional health as a motivation for eating/drinking healthy?
Based solely on the information that was analysed, which country do you think CAPABLE JUICE should expand to?Why?
While making its financial estimates, CAPABLE JUICE did not consider the impact of every GfK survey question reported in the table above. For example, CAPABLE JUICE did not consider whether each segment’s satisfaction with the availability of healthy foods and beverages at grocery stores might
Think about other important consumer behaviour factors that might impact the success of CAPABLE JUICE in a foreign market. What other important information do you think is pertinent for CAPABLE JUICE to know but was not present in the table above? Why?
Does marketing action A violate the law?
Does marketing action A violate any of the following moral obligations:• duties of fidelity (such as telling the truth, keeping promises, honouring contracts)• duties of gratitude (such as loyalty)• duties of justice (such as being fair to all concerned)• duties of beneficence (does it
Does marketing action A violate any special obligations stemming from the type of marketing organisation in question (e.g. the special duty of pharmaceutical companies to provide safe products)?
Is the intent of marketing action A evil?
Are any major evils likely to result from marketing action A?
Is a satisfactory alternative, marketing action B, which produces equal or more good with less evil than marketing action A, being knowingly rejected?
Does marketing action A infringe upon the inalienable liberties of the consumer (i.e. the rights of the consumer)?
Does marketing action A leave another person or group less well off? Is this person or group already relatively underprivileged?
Identify three different types of consumer decisions: extended, limited and habitual.
Compare and contrast three roles consumers take in decision making: emotion experiencers, habitual actors and problem solvers.
Analyse customer decisions at different stages of the customer journey.
Apply consumer decision-making theories to explain why consumers exert effort or look for convenience.
What type of consumer behaviour do you want to change? To evaluate the effectiveness of your intervention, what measure can you use to see behaviour before and after the intervention?
Identify potential behavioural biases that may affect the decision you wish to influence. Are these biases in the consumer’s interest or are they working against the consumer’s interest?
Discuss how you could make it easier, more attractive, social or timely for the consumer to make the decision that you have identified to be in their best interests.
Consider the implementation of your intervention and how you can have a control and a treatment group to identify whether your intervention has achieved what you want it to achieve.
Describe how groups function and how they are classified.
Understand the effects of reference groups on consumption and group interactions.
Understand why the role of opinion leaders and word-of-mouth communication are important to marketing actions.
Appreciate how consumers’ engagement with digital platforms and social media changes communication.
Highlight examples where you have seen gamification create social experiences for consumers. Also identify whether they were facilitated by social connection, social recognition or social camaraderie.
Look through the apps on your phone. How many of them use gamification to create social experiences?And how do they facilitate this (e.g. what game design elements do they use and what are the most common elements)?
You’ve been given the task of encouraging households to save electricity. Discuss how you would use gamification to create a social experience that motivates households to save electricity.
Analyse the Nike+ app and discuss how this tracking technology uses gamification and social experiences for commercial and wellbeing benefits.
Discuss cultural theories that can guide the analysis of consumer culture.
Explain how consumer culture and subcultural influences of ethnicity, religion and age often guide consumption choices.
Explain the differences between high- and low-context cultures.
Understand how the generation into which a consumer is born can influence their lifestyle choices and buying behaviours.
How would you cope without your tech and gadgets? List what you personally use on the go and at home (e.g. laptop,
Alexa, Google Home, mobile). What could you not live without?
Whether you have AI in your home or not, how would you feel if your device/s gave you suggestions after listening to your voice?
List ways in which you think this technology (that is, your devices giving you suggestions) could be beneficial.Now list the unethical and bad aspects of your device giving you suggestions.
Do you think there should be an age limit for using technology such as this?
Understand the relationship between consumer lifestyle and product and brand choices.
Identify the role of income for consumer purchases.
Compare and contrast income and social class as two economic predictors of consumer behaviour.
Explain how social class affects purchase decisions.
‘Class consciousness’ is a regular phenomenon in society.Explain with suitable examples how consumers might ‘know’their class.
Why should marketers understand changes in the social class of a society?
What factors are influencing the modernised and flourishing restaurant business in Kathmandu?
If you were in the housing and apartment sector in Nepal, how would you capitalise on the trend?
As a marketer reading the case, what are the key takeaways?
Define and explain business ethics.
Identify the obligations marketers have to provide safe and functional products as part of their business activities.
Discuss consumer behaviour and policy issues and how they impact consumers’choices and behaviours.
Describe the ‘dark side of marketing’ and how consumer behaviour can be harmful to individuals and to society.
What moral obligations do you believe marketers have in regard to the collection and use of consumers’ personal data? What do you believe are the ethical limits for the use of consumer data? Do you believe the way organisations collect consumer information is exploitative? Why, or why not?
If you as a consumer are not happy with how an organisation has collected or used your data, what recourses do you have?What actions, if any, could you take to reassert control over your information?
What are the key steps you’ve taken to protect your privacy online? To what extent are you able to proactively refuse to disclose or share your information?
Read through the privacy policy of your favourite social networking site. Do you believe the policy provides you with sufficient information to understand how the website uses your information?
The use of consumer information for micro-targeting of social media advertising was a significant contributing factor in the election of President Trump in 2016. Does the use of consumer information for political marketing create any additional moral or ethical hazards?
Based solely on the information that you analysed, do you think it makes more sense for SHOE FIEND to treat the whole market as homogeneous (no segmentation), use a single variable segmentation scheme (just gender, just age, just internet usage), or use a multivariate segmentation scheme?
You are about to ask a junior analyst at SHOE FIEND to run another GfK MRI report for you. Which additional variables do you think would be best to add into the report for segmentation purposes?Why?
Define the key components of motivation (process, strength, direction and conflict).
Differentiate the meanings of consumer needs and wants.
Explain the role of involvement in consumer behaviour.
Apply different motivational and values theories to explain why consumers seek particular brands, products and experiences.
Looking at the MOA scoring across the five sales stages, which other areas would you focus efforts on? Why?
Using the biases map of the MOA, which two biases do you think would have the most significant impact on the sales team’s low score for test drives?
Face recognition to retrieve past interaction data from the sales database was implemented using a closed system and it stored no actual customer images. How do you think consumers would feel about this in terms of safeguarding their privacy?
The MOA framework can work across any behaviour. Think of a simple interaction between a consumer and a brand employee. Consider the MOA for both at that moment. Is there MOA balance for each individual and is there MOA balance between them?
Which of the areas from this case study could be used to inform marketing efforts for the dealership? What might the messaging be focused on?
Identify the functions and components that comprise the concept of attitudes.
Apply attitude theories and frameworks.
Understand how attitudes are formed and changed.
There are two components of an attitude: cognitive (what people think) and affective (what people feel). State how these two components were engaged in this campaign.
Five main learning hierarchies of effect are outlined in the chapter. Which one do you think best represents the approach in this campaign for changing attitudes?
Changing attitudes is not easy and having a community connected to social media is a critical aspect of mobilising consumers quickly during an emergency. Take a look at the Facebook page for Queensland Fire and Emergency Services and list three ways it is engaging consumers to keep them interested
We know that while people can have positive attitudes towards a behaviour, they don’t always perform the behaviour. Are there other tactics that could be included in a campaign like this to close the attitude–behaviour gap?
There are three segments of people listed in this case who were seen as most likely to drive through floodwaters.Identify specific marketing tactics for each segment designed to overcome the barriers for that segment avoiding floodwaters and changing their attitudes to driving through floodwaters.
Interview 3–5 male and 3–5 female friends regarding their perceptions of both men’s and women’s fragrances. Construct a perceptual map for each set of products. Based on your map of perfumes, do you see any areas that are not adequately served by current offerings? What (if any) gender
Find one ad that is rich in symbolism and perform a semiotic analysis of it. Identify each type of sign used in the ad and the product qualities being communicated by each. Comment on the effectiveness of the signs that are used to communicate the intended message.
Collect a set of current ads for one type of product (e.g. personal computers, perfumes, laundry detergents or athletic shoes) from magazines, and analyse the colours employed. Describe the images conveyed by different colours, and try to identify any consistency across brands in terms of the
Look through a current magazine and select one ad that captures your attention over the others. Give the reasons why.
Identify three patterns of reinforcement and provide an example of how each is used in a marketing context.
Describe the functions of short-term and long-term memory. What is the apparent relationship between the two?
Devise a ‘product jingle memory test’. Compile a list of brands that are or have been associated with memorable jingles, such as Opal Fruits or Heinz Baked Beans. Read this list to friends, and see how many jingles are remembered. You may be surprised at the level of recall.
Identify some important characteristics for a product with a well-known brand name.Based on these attributes, generate a list of possible brand extension or licensing opportunities, as well as some others that would be unlikely to be accepted by consumers.
Collect some pictures of ‘classic’ products that have high nostalgia value. Show these pictures to consumers and allow them to make free associations. Analyse the types of memories that are evoked, and think about how these associations might be employed in a product’s promotional strategy.
Try to consider some of your own patterns and behaviour in the light of the different types of consumption practices: experience, integration, play and classification. What do you conclude?
Reflect on your and your friends’ consumption patterns in the same light. What do you see?
Try to consider your personal relationship to brands. Select one that you are absolutely positive about. how would you characterise your relationship to that brand? And then one you are absolutely negative about; what is your relationship to that? Which personal and cultural factors might explain
find three examples of how experience economy, i.e. the staging of complete consumer experiences, has altered some market offerings that you know about.
What role does the globalisation process play in your personal consumption profile? After reflecting on that, take a walk in your nearest shopping area and look for signs of the global and the local. What is from ‘somewhere else’?What is distinctively local? Are there mixtures, or are these two
Try to identify processes of glocalisation in your own consumption patterns? And in your shopping neighbourhood?
go to your local supermarket to check the selection of politically correct products (organic produce, fair trade products, etc.). how are they presented in the store? What does that say about the way these products are regarded?
Are you an ethical consumer? Think about what you’re wearing, or the last time you went shopping. do the politics of consumption have an impact on your choices?
What are the potential opportunities and pitfalls in promoting transformative consumer research?Should research promote a certain lifestyle or be as neutral as possible?
Reflect upon access-based consumption and the role it plays in your everyday life. What would you be willing to share, and what do you prefer to own? And why?
Discuss some of the motivations for shopping described in the chapter. How might a retailer adjust their strategy to accommodate these motivations? What is the difference between unplanned buying and impulse buying?
D o you think shopping motives might be different between online and offline shopping?If so, why? What are the pros and cons of e-commerce?
What factors help determine store image?What are the two dimensions that determine whether we will react positively or negatively to a purchase environment?
D escribe the difference between density and crowding. Why is this difference relevant in purchase environments?
T he store environment is heating up as more and more companies put their promotional resources into point-of-purchase efforts. Shoppers are now confronted by videos at the check-out, computer monitors attached to their shopping trolleys, and so on. Place-based media expose us to ads in
Is e-commerce going to replace the high street retailer?

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Consumer Behaviour A European Perspective 6th Edition Michael R. Solomon, Margaret K. Hogg, Søren Askegaard, Gary Bamossy - Solutions

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