Consumer Behaviour A European Perspective 3rd Edition Michael R. Solomon, Gary Bamossy, Søren Askegaard, Margaret K. Hogg - Solutions

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D iscuss the changing trends across online and high street shopping (e.g. click and collect), and identify the factors within consumer behaviour which have influenced the development of these trends (e.g. time scarcity). What new trends can you identify as online and offline consumer behaviour
Are pop-up stores simply a fad, or a retailing concept that is here to stay?
What is time poverty, and how might it influence our purchase decisions?
Recent research (among American married and single women without children) has shown that there are major differences in individuals’ attitudes and behaviours in relation to shopping across five metaphors of time:pressure cooker, map, mirror, river and feast.consider how these temporal metaphors
conduct naturalistic observation at a local mall or shopping centre. sit in a central location and observe the activities of mall staff and customers. Keep a log of the non-retailing activity you observe (special performances, exhibits, socialising, etc.). does this activity enhance or detract from
select three competing clothing stores in your area and conduct a store image study for each one. Ask a group of consumers to rate each store on a set of attributes and plot these ratings on the same graph. Based on your findings, are there any areas of competitive advantage or disadvantage you
new interactive tools are being introduced that allow surfers on sites such as landsend.com to view apparel product selections on virtual models in full, 360-degree rotational view. In some cases, the viewer can modify the bodies, face, skin colouring and hairstyles of these models. In others, the
choy and Loker (2004) 208 explored and classified internet sites supporting the wedding industry and the purchase of a wedding gown in their study of mass customisation. they identified four major categories: marketing, browsing, advice and customising. choose another industry (e.g.mother and baby;
the mall or shopping centre of the future will most likely be less about purchasing products than about exploring them in a physical setting. this means that retail environments will have to become places to build brand images, rather than just places to sell products. What are some strategies
the movement away from a ‘disposable consumer society’ towards one that emphasises creative recycling creates many opportunities for marketers. can you identify some?
What is the underground economy and why is it important to marketers?
Interview people who are selling items at a flea market or garage sale. Ask them to identify some items to which they had a strong attachment.then, see if you can prompt them to describe one or more divestment rituals they went through as they prepared to offer these items for sale.
Culture can be thought of as a society’s personality. If your culture were a person, could you describe its personality traits?
What is the difference between an enacted norm and a crescive norm? Identify the set of crescive norms operating when a man and woman in your culture go out for dinner on a first date. What products and services are affected by these norms?
How do the consumer decisions involved in giftgiving differ from other purchase decisions?
Construct a ritual script for a wedding in your culture. How many artefacts can you list that are contained in this script?
What are some of the major motivations for the purchase of self-gifts? Discuss some marketing implications of these.
Describe the three stages of the rite of passage associated with graduating from university.
Identify the ritualised aspects of various kinds of sports that are employed in advertising.
Which sacred objects do you own, and how did they become sacred to you?
Interview two or three of your fellow students about collecting, talking about either their own collections or a collection of somebody they know of. Use concepts about the sacred to analyse the responses.
What is a subculture? How does it differ from a microculture?
What is acculturation? Who are acculturation agents?
Describe the processes involved when a person assimilates to a new host culture.
Describe the progressive learning model and discuss why this perspective is important when marketing to subcultures.
If you have access to foreign TV channels, try to compare the advertising in the ones from your own country with the foreign ones. Are the styles different? Are the predominant products different? Is the use of a certain style of advertisement for a certain type of product similar or dissimilar?
locate one or more consumers (perhaps family members) who have emigrated from another country. Interview them about how they adapted to their host culture. In particular, what changes did they make in their consumption practices over time?
Religious symbolism is being used increasingly in advertising, even though some people object to this practice. For example, the French fashion house Marithe and François Girbaud used a poster of well-dressed women posed in a version of leonardo da Vinci’s The Last Supper: the poster was banned
Work in small groups. Assume the role of market researchers who have to report to a FMCG brand manager from a multinational who is about to undertake a product launch into a new geographic area within Europe. Draw up a list of key characteristics of European consumers that you would need to know in
This chapter states that people play different roles and that their consumption behaviours may differ depending on the particular role they are playing. State whether you agree or disagree with this perspective, giving examples from your own life.
Some researchers believe that the field of consumer behaviour should be a pure, rather than an applied, science. That is, research issues should be framed in terms of their scientific interest rather than their applicability to immediate marketing problems. Do you agree?
In recent years, there has been a large debate about the influence that internet shopping will have on our consumer lives. Try listing the changes that you personally have made in your buying and consumption patterns due to e-commerce.Compare these changes with changes experienced by other people
Name some products or services that are widely used by your social group. State whether you agree or disagree with the notion that these products help to form bonds within the group, and support your argument with examples from your list of products used by the group.
Although demographic information on large numbers of consumers is used in many marketing contexts, some people believe that the sale of data on customers’incomes, buying habits and so on constitutes an invasion of privacy and should be banned. Comment on this issue from both a consumer’s and a
State the differences between the positivist and interpretivist approaches to consumer research. For each type of inquiry, give examples of product dimensions that would be more usefully explored using that type of research over the other.
What aspects of consumer behaviour are likely to be of interest to a financial planner? To a university administrator? To a graphic arts designer? To a social worker in a government agency? To a nursing instructor?
Select a product and brand that you use frequently and list what you consider to be the brand’s determinant attributes. Without revealing your list, ask a friend who is approximately the same age but of the opposite sex to make a similar list for the same product (the brand may be different).
Collect ads for five different brands of the same product. Report on the segmentation variables, target markets and emphasized product attributes in each ad.
Should consumer researchers have the right to probe into the consumer’s unconscious? Is this a violation of privacy, or just another way to gather deep knowledge of purchase motivations?
What is the difference between a want and a desire? Think about your own feelings and try to describe the differences.
Devise separate promotional strategies for an article of clothing, each of which stresses one of the levels of Maslow’s hierarchy of needs.
What is your conception of paradise? Construct a collage consisting of images you personally associate with paradise, and compare the results with those of your classmates. Do you detect any common themes?
Construct a hypothetical means–end chain model for the purchase of a bouquet of roses. How might a florist use this approach to construct a promotional strategy?
Interview members of a celebrity fan club. Describe their level of involvement with the ‘product’ and devise some marketing opportunities to reach this group.
‘High involvement is just a fancy term for expensive.’ Do you agree?
‘University students’ concerns about ethics, the environment and vegetarianism are just a passing fad; a way to look “cool”.’ Do you agree?
Think about some of the excuses or explanations you have used towards yourself or towards others for materialistic wants. How do they correspond to the explanations and excuses accounted for here?
‘Although more money delivers big increases in happiness when you are poor, each extra dollar makes less difference once your basic needs have been met.’118 Debate this viewpoint in class.
Some market analysts see a shift in values among young people. They claim that this generation has not had a lot of stability in their lives. They are fed up with superficial relationships, and are yearning for a return to tradition. This change is reflected in attitudes toward marriage and family.
Contrast the hierarchies of effects outlined in the chapter. How will strategic decisions related to the marketing mix be influenced by which hierarchy is operative among target consumers?
List three functions played by attitudes, giving an example of how each function is employed in a marketing situation. To examine European countries’ attitudes towards a wide variety of issues, go to the website: http://europa.eu.int/en/comm/dg10/infcom/epo/eo.html. Which sorts of attitudes
Think of a behaviour exhibited by an individual that is inconsistent with his or her attitudes (e.g. attitudes towards cholesterol, drug use or even buying things to attain status or be noticed). Ask the person to elaborate on why he or she does the behaviour, and try to identify the way the person
Using a series of semantic-differential scales, devise an attitude survey for a set of competing cars. Identify areas of competitive advantage or disadvantage for each model you incorporate.
Construct a multi-attribute model for a set of local restaurants. Based on your findings, suggest how restaurant managers can improve their establishments’image using the strategies described in the chapter.
Identify the theoretical and managerial issues in changing attitudes through communications as outlined in the vignette about Jenny, and her baby Freddie, at the beginning of the chapter. Identify and discuss the ethical issues of using marketing techniques to promote social behaviours (e.g.
A government agency wants to encourage the use of designated drivers by people who have been drinking. What advice could you give the organization about constructing persuasive communications? Discuss some factors that might be important, including the structure of the communications, where they
Create a list of celebrities who match up with products in your country. What are the elements of the celebrities and products that make for a ‘good match’? Why?Which celebrities have a global or European-wide appeal, and why?
Go to the Martell cognac website at www.martell.com and review the company’s site. To attract more young men to the lagging spirits brand, the ‘I am Martell’ ad campaign and website aim to build a cult following around a French woman, synonymous with the brand. Martell’s new global campaign
A marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Describe conditions that are more favourable for using one or the other.
Collect ads that rely on sex appeal to sell products. How often are the benefits of the actual product communicated to the reader?
‘Too often humour is used generically, using a celebrity, funny technique or twist in the tale, with the brand just tacked on.’138 Find humorous ads which are examples and counter-examples of this statement; and then critique this point of view.
Observe the process of counter-argumentation by asking a friend to talk out loud while watching a commercial. Ask him or her to respond to each point in the ad or to write down reactions to the claims made. How much scepticism regarding the claims can you detect?
Make a log of all the commercials shown on one television channel during a sixhour period. Categorize each according to product category, and whether they are presented as drama or argument. Describe the types of messages used (e.g. twosided arguments), and keep track of the types of spokespeople
Collect examples of ads that rely on the use of metaphors or resonance. Do you feel these ads are effective? If you were marketing the products, would you feel more comfortable with ads that use a more straightforward, ‘hard-sell’ approach?Why, or why not?
The American Medical Association encountered a firestorm of controversy when it agreed to sponsor a line of health care products manufactured by Sunbeam(a decision it later reversed). Should trade or professional organizations, health or legal professionals, journalists, professors and others
Conduct an ‘avatar hunt’ by going to e-commerce websites, online video game sites and online communities like The Sims or Cybertown that let people select what they want to look like in cyberspace. What seem to be the dominant figures people are choosing? Are they realistic or fantasy
Many companies rely on celebrity endorsers as communications sources to persuade. Especially when targeting younger people, these spokespeople often are‘cool’ musicians, athletes or film stars. In your opinion, who would be the most effective celebrity endorser today, and why? Who would be the
How might the creation of a self-conscious state be related to consumers who are trying on clothing in changing rooms? Does the act of preening in front of a mirror change the dynamics by which people evaluate their product choices? Why?
Is it ethical for marketers to encourage infatuation with the self?
List three dimensions by which the self-concept can be described.
Compare and contrast the real vs. the ideal self. List three products for which each type of self is likely to be used as a reference point when a purchase is considered.
Watch a series of ads featuring men and women on television. Try to imagine the characters with reversed roles (the male parts played by women, and vice versa).Can you see any differences in assumptions about sex-typed behaviour?
To date, the bulk of advertising targeted at gay consumers has been placed in exclusively gay media. If it was your decision, would you consider using mainstream media to reach gays, who constitute a significant proportion of the general population? Or, bearing in mind that members of some targeted
Do you agree that marketing strategies tend to have a male-oriented bias? If so, what are some possible consequences for specific marketing activities?
Construct a ‘consumption biography’ of a friend or family member. Make a list and/or photograph his or her favourite possessions, and see if you or others can describe this person’s personality just from the information provided by this catalogue.
If people are not always rational decision-makers, is it worth the effort to study how purchasing decisions are made? What techniques might be employed to understand experiential consumption and to translate this knowledge into marketing strategy?
List three product attributes that can be used as quality signals and provide an example of each.
Explain the ‘evoked set’. Why is it difficult to place a product in a consumer’s evoked set after it has already been rejected? What strategies might a marketer use in an attempt to accomplish this goal?
Discuss two different non-compensatory decision rules and highlight the difference(s) between them. How might the use of one rule versus another result in a different product choice?
Choose a friend or parent who shops for groceries on a regular basis and keep a log of their purchases of common consumer products during the term. Can you detect any evidence of brand loyalty in any categories based on consistency of purchases?If so, talk to the person about these purchases. Try
Form a group of three. Pick a product and develop a marketing plan based on each of the three approaches to consumer decision-making: rational, experiential and behavioural influence. What are the major differences in emphasis among the three perspectives? Which is the most likely type of
Find a person who is about to make a major purchase. Ask that person to make a chronological list of all the information sources consulted prior to making a decision. How would you characterize the types of sources used (i.e. internal versus external, media versus personal, etc.)? Which sources
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 was most likely employed?
Technology has the potential to make our lives easier by reducing the amount of clutter we need to work through in order to access the information on the internet that really interests us. On the other hand, perhaps intelligent agents that make recommendations based only on what we and others like
Give one of the scenarios described in the section on biases in decision-making to 10 to 20 people. How do the results you obtain compare with those reported in the chapter?
Think of a product you recently shopped for online. Describe your search process.How did you become aware you wanted/needed the product? How did you evaluate alternatives? Did you end up buying online? Why, or why not? What factors would make it more or less likely that you would buy something
Consider the five types of perceived risk in Figure 8.5 of this chapter within the context of making a decision to purchase a new diamond. Review the following websites, and discuss the kinds of risk you would consider in buying a diamond on the Web: www.diamond.com, www.mondera.com,
Discuss some of the motivations for shopping described in the chapter. How might a retailer adjust his or her strategy to accommodate these motivations?
Compare and contrast the two lists of hedonic shopping motives identified on pp. 312 and 313 in European and US research. How would you account for any differences? Why might shopping motives vary across cultures?
Do you think shopping motives might be different between online and offline shopping? If so, why?
What are some positive and negative aspects of requiring employees who interact with customers to wear some kind of uniform or to impose a dress code in the office?
Think about exceptionally good and bad salespeople you have encountered in the past. What qualities seem to differentiate them?
List the five stages of a long-term service relationship. How can a practitioner of relationship marketing incorporate each stage into his or her strategy?
The 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 checkout, computer monitors attached to their shopping trolleys, and so on. Place-based media expose us to ads in non-shopping
Find a spectacular consumption environment and examine how consumers’ play is encouraged and constrained by producers. How is technology used by producers and consumers in this environment to create and alter the sense of reality and space in this spectacular environment? If you don’t have a
Discuss the concept of ‘time style’. Based on your own experiences, how might consumers be segmented in terms of their time styles?
Recent research (among American married and single women without children) has shown that there are major differences in individuals’ attitudes and behaviours in relation to shopping across five metaphors of time as: pressure cooker; map; mirror;river; and feast. Consider how these temporal
Compare and contrast different cultures’ conceptions of time. What are some implications for marketing strategy within each of these frameworks?
The movement away from a ‘disposable consumer society’ towards one that emphasizes creative recycling creates many opportunities for marketers. Can you identify some?
Conduct naturalistic observation at a local mall or shopping centre. Sit in a central location and observe the activities of mall staff and customers. Keep a log of the non-retailing activity you observe (special performances, exhibits, socializing, etc.).Does this activity enhance or detract from

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Consumer Behaviour A European Perspective 3rd Edition Michael R. Solomon, Gary Bamossy, Søren Askegaard, Margaret K. Hogg - Solutions

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