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consumer behaviour
Consumer Behaviour A European Perspective 6th Edition Michael R. Solomon, Margaret K. Hogg, Søren Askegaard, Gary Bamossy - Solutions
How can a company capitalize on tradition and an established image, yet move ahead?
How can wineries bypass the hurdles of generational marketing (‘I don’t want to drink what my parents’drink’)?
How can ‘historical’ brands ward off competition?
What branding opportunities arise from changing demographics: ageing population; increasing disposable income; growing interest in wine and culture; bias towards higher quality and price?
Do you think the behaviour of Sandra (and other addictive consumers) is deviant and/or abnormal?Why, or why not?
Identify some of the reasons why consumers such as Sandra may become addicted to the consumption experience. How does this inform us about the consumption behaviour and patterns of more‘mainstream’ consumers?
To what extent does marketing and advertising influence the behaviour of consumers like Sandra, and should marketers be more ethical and responsible in their practices?
Discuss the ways in which collecting represents symbolic consumption.
Give examples of companies which consider collecting in their marketing strategies. Can you identify factors which make them successful and unsuccessful?
Interview a collector and try to identify the process of collecting, and also the different rituals related to his/her collecting behaviour(s).
Discuss the benefits and problems of collecting in our society.
Many consumer advocacy groups have expressed concern over the vulnerability of bereaved consumers to commercial exploitation. To what extent do you feel this concern is justified?
What are the barriers to an overtly commercial approach to providing funeral services in the UK?
In Chapter
it was noted that rituals usually involve both symbolic behaviours and artefacts. What would you consider to be the principal symbolic behaviours and artefacts in contemporary British funerals? Are there any of these elements that are ‘new’, any others that seem to be diminishing in importance?
How do developments within the UK funeral industry reflect changing consumer demographics, values and lifestyles?
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 emphasised product attributes in each ad.
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
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 of and/or photograph their favourite possessions, and see if you or others can describe this person’s personality just from the information provided by this catalogue.
What is motivation, and how is motivation relevant to consumer behaviour? What is the difference between a need and a want?
What is cognitive dissonance? Why is it important for marketers to understand how this works?
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 consumer involvement? give examples of the three types of consumer involvement.How do these types of involvement relate to motivation?
‘High involvement is just a fancy term for expensive’. Do you agree?
‘University students’ concerns about ethics, sustainability, the environment, carbon footprints, genetically modified foods and vegetarianism are just passing fads; a way to look cool’. Do you agree?
Describe at least two alternative techniques marketing researchers have used to measure values. What might be the cultural issues to be considered when applying these techniques?
core values evolve over time. What do you think are the three to five core values that best describe your country today? can you see differences between present day core values and those of your parents’ and grandparents’ generations?What might be the implications for marketing managers?
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?
compare and contrast the concepts of lifestyle and social class. How does lifestyle differ from income?
In what situations is demographic information likely to be more useful than psychographic data, and vice versa?
Define psychographics, and describe three ways that marketers might use it.
Behavioural targeting techniques give marketers access to a wide range of information about a consumer by telling them what websites they visit.Do you believe this ‘knowledge power’ presents any ethical problems with regard to consumers’privacy? Should the government regulate access to such
Discuss some concrete situations in which international similarities in lifestyles may be more relevant than national cultural differences for market segmentation and for the understanding of consumer behaviour.
There are, of course, people of most lifestyle types in all European countries, but their numbers vary. Try to determine which lifestyles are the most common in some European countries that you know.
Extreme sports. chat rooms. Vegetarianism. can you predict what will be ‘hot’ in the near future?Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in detail, and justify your prediction. What specific styles and/or products are part of this trend?
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 longterm 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.
consider the hierarchies of effect. Think of situations where you, as a consumer, have gone through the different hierarchies. Which hierarchies have applied to which situations?
Think of a behaviour exhibited by an individual that is inconsistent with their 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 they behave this way, and try to identify the way the person has resolved
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.
a government agency wants to encourage the use of designated drivers by people who have been drinking. What advice could you give the organisation about constructing persuasive communications? discuss some factors that might be important, including the structure of the communications, where they
The coca-cola company pulled a uK internet promotion campaign after parents accused it of targeting children by using references to a notorious pornographic movie. as part of its efforts to reach young social media users for its dr Pepper brand, the company took over consenting users’ facebook
Why would a marketer consider saying negative things about their product? When is this strategy feasible? can you find examples of it?
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?
a marketer must decide whether to incorporate rational or emotional appeals in a communication strategy. describe conditions that are more favourable to one or the other in terms of changing attitudes.
Think of an attitude you have towards an attitude object, which you feel strongly about. how could a marketer change that attitude?
What is the difference between the cognitive, habitual and affective perspectives on decisionmaking?Give an example of the type of purchase that each perspective would help to explain.
I f people are not always rational decisionmakers, is it worth the effort to study how purchasing decisions are made? What techniques might be employed to understand affectively based consumption choices and to translate this knowledge into marketing strategy?
What is prospect theory? Does it support the argument that we are rational decision makers?
D efine the three levels of product categorisation described in the chapter. Diagram these levels for a health club.
D escribe the difference between a superordinate category, a basic level category, and a subordinate category. What is an example of an exemplar product?
D escribe the relationship between a consumer’s level of expertise and how much they are likely to search for information about a product.
L ist three product attributes that can be used as quality signals and provide an example of each.
E xplain 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?
H ow does a brand function as a heuristic?
D iscuss 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?
Form a group of three. Pick a product and develop a marketing plan based on each of the three approaches to consumer decisionmaking:cognitive, habitual and affective. What are the major differences in emphasis among the three perspectives? Which is the most likely type of problem-solving activity
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 characterise the types of sources used (i.e. internal versus external, media versus personal, etc.)? Which sources
I n the past few years, several products made in China have been recalled because they are dangerous or even fatal to use (see http://ec.europa.eu/consumers/safety/rapex/alerts/main/index.cfm?event=main.weeklyOverview&web_report_ id=1301&selectedTabIdx=1 (accessed 31 March 2015) for an up-to-date
What is neuromarketing, and is it dangerous? Identify the advantages and disadvantages of neuromarketing from the perspective firstly of the consumer, secondly of the market researcher, and thirdly of the marketing brand manager.
A sk a friend to ‘talk through’ the process they 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?
T echnology 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
R ead Rust, Thompson and Hamilton’s article in Harvard Business Review (February 2006:98ff) on ‘Defeating feature fatigue’. Summarise their main arguments and examples into a paragraph. Working in groups of three, write a brief for a marketing manager, first, explaining why consumers prefer
T hink 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
H ow do a consumer’s prior expectations about product quality influence their satisfaction with the product after they buy it? List three actions a consumer can take if they are dissatisfied with a purchase.
C onsider the five types of perceived risk in Figure 9.7 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, http://www.mouawad.com/, www.bluenile.com.
it is increasingly clear that many postings on blogs and product reviews on websites are fake or are posted there to manipulate consumers’opinions. For example, a mini-scandal erupted in 2007 when the press learned that the ceo of Whole Foods had regularly been blasting competitor Wild oats on
visit the ec website with video briefings about systems of consumer protection in the ec: http://ec.europa.eu/dgs/health_consumer/press/index_en.htm\#consumers (accessed 31 march 2015). debate in class the reasons why there is increasing concern about ‘keeping consumers safe’; and how far is it
C ompare and contrast the five bases of power described in the text. Which are most likely to be relevant for marketing efforts?
W hy is referent power an especially potent force for marketing appeals? What factors help to predict whether or not reference groups will be a powerful influence on a person’s purchase decisions?
I dentify the differences between a membership and an aspirational reference group. Give an example of each.
E valuate the strategic soundness of the concept of guerrilla marketing. For what types of product categories is this strategy most likely to be a success?
Discuss some factors that determine the amount of conformity likely to be observed among consumers.
Define de-individuation. Does de-individuation cause binge drinking? What can or should be done to discourage this type of behaviour?
W hat is the risky shift? How does this affect going shopping with friends? See if you can demonstrate risky shift. Get a group of friends together and ask each privately to 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
U nder what conditions are we more likely to engage in social comparison with dissimilar others versus similar others? How might this dimension be used in the design of marketing appeals?
Discuss some reasons for the effectiveness of home shopping parties as a selling tool. What other products might be sold this way? Are home shopping parties, which put pressure on friends and neighbour to buy, ethical?
Discuss some factors that influence whether membership groups will have a significant influence on a person’s behaviour.
W hy is word-of-mouth communication often more persuasive than advertising? Which is more powerful, positive or negative word-of-mouth?Describe some ways in which marketers use the internet to encourage positive WOM.
W hat is viral marketing? Guerrilla marketing?Hype? Buzz? Give an example of each.
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