Consumer Behavior Buying, Having and Being 12th Global Edition Michael R. Solomon - Solutions

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What are some of the factors in the psychological core that affect consumer decisions and behavior?
What is an offering?
How is consumer behavior defined?
In this field project, have a student design a project to illustrate when customers use internal versus external sources of information and deliberate versus accidental sources of information during the search process?
According to the global property advisor CBRE, some 88 per cent of all European shoppers look for a good range of retailers and an inclusive shopping experience when they choose the location for their shopping trips. The consumers also cite price, cleanliness and convenience as being important.
Spontaneous purchasing 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. By creating a theft-free environment, retailers
A tourism study based in Penang focused on why tourists buy products and services. What is the probable link between this and situational self-image?
Consumers who participate in the sharing economy seem willing to interact with total strangers. Despite safety and privacy concerns, what is the long-term outlook for this change in the way we think about interacting with people whom we don’t know? How can businesses help to diminish worries some
What is the difference between recycling and lateral cycling?
How do business models in the sharing economy differ from traditional purchase processes?
List three factors that help to determine store image?
What are some important pros and cons of e-commerce?
A consumption situation has a buyer, seller and product. What else would you add?
Define discretionary income?
Read the brief review of the social classes in China, Japan, the Middle East, the United Kingdom, or India provided in the chapter. Suggest a new product or service suitable for the market?
Basil Bernstein (1924–2000) was the first to contrast restricted and elaborated code. How would you apply this to a key target market in your country?
Research suggest that social class influences how much compassion people show to others who need help. For example, one study reported that luxury car drivers were more likely to cut off other motorists instead of waiting for their turn at the intersection. Another showed that less-affluent people
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
Conspicuous consumption is a sign of class and position in some societies. Is this important in your own country? Which brands are particularly prized, and why is this the case?
1. Using the €œ4A€™s€ framework in Figure 12.1, analyze the considerations that went into the development of the Gillette Guard razor for the Indian market?Figure 12.1 THE 4 A€™s:The 4 A€™s of addressing low-income consumers2. Are companies
How does this prestige fashion label use social class and status to sell its products? Comment on their approach. Does this approach make you want to buy such products? Explain.
How much would you pay for a belt for casual or business wear? How much does Max Lang charge? Is Max Lang selling belts or status? How can the Max Lang website overcome problems such as sizing and the desire to personally see prestige products? What do you think of the organization’s strategy?
How does HammacherSchlemmer use prestige and the desire to be different in its marketing effort? Give illustrations from the company’s website to support your conclusions. Is this a good strategy for the company to follow? Explain.Go to www.hammacher.com.
Assign student groups to visit two local supermarkets to find out if either has segmented their market based on the subculture or ethnic background of their customers. How many subcultures does each supermarket recognize? Have the students talk to the store manager if possible.
Have students contact their parents or grandparents. What is nostalgic to them? How have you seen this used in advertising? What products have a nostalgic appeal for them? Do they say that nostalgic appeals work on them? Have them give examples.
Send students to a retail store of their choice and have them comment on ethnic symbols that may or may not be used in marketing the store’s products. For example, are mannequins racially diverse? Should retail stores follow a policy of appealing to ethnic groups with symbols? Explain.
Select a product category and, using the life-cycle stages this chapter describes, list the variables likely to affect a purchase decision for the product by consumers in each stage of the cycle?
Why might a marketer be interested in the second largest ethnic group in a market? Is this group difficult for marketers to reach?
Have a group prepare a sociometric analysis of online grocery shoppers. How is this group different and similar to in-store shoppers?
Clearly some products and services are necessarily gender-orientated. Many products are needlessly gender-specific. Many women would also point out that female versions of a product are often more expensive too. Identify some products that are needlessly gender-specific?
How would you distinguish between a consensual purchase decision and an accommodative one? Provide an example of each of them.
What is meant by the concept of the synoptic deal? Is it relevant in most cases?
Describe the role of “family financial officer.” How does this role change over time?
What is prime? How does it differ from a nudge?
1. Discuss the success of L’Oréal’s slogan “Because I’m worth it” over time and how it has managed to connect with women. What is the role of cosmetics in the way women of different ages look at themselves and define their self-concept and self-esteem?2. Comment on the role of women
Many advertisers routinely purchase stock photography when they need an image of a certain kind of person to insert in an ad. Many photos of women reflect common stereotypes, ranging from the crisp businesswoman who wears a suit and glasses and holds a briefcase to the smiling mother who pours milk
Interview victims of burglaries or people who have lost personal property in floods,hurricanes, or other natural disasters. How do they go about reconstructing their possessions, and what effect did the loss appear to have on them? Similarly, poll your class: If their house or apartment was on fire
How might a marketer frame a marketing campaign aimed at contemporary young mainstream female achievers (CYMFA)? Are there any key differences or similarities to the broader female market that can be used?
According to the Web site Voucher Codes, “pester power” costs U.K. parents U.S. $750 per year. The children were clearly influenced by advertising, and parents often used diversionary tactics to put them off the scent. One parent in 10, according to the study, gave in and made the purchase
Go to www.strategicinsights.com. Your group should explore the VALS, VALS2, and iVALS methods discussed on the website. Describe each of the methods. Pick one of the methods for further research. Have each group member take the VALS test online. What were the results? Comment on these methods as a
Have student groups devise a list of traditional male traits with respect to personal care and hygiene. Then, have them visit a cosmetics section of a major department store and interview salespeople with respect to the nature of their male customers. What are they buying, how are they using it?
Have each student interview four people (one each in their 20s, 30s, 40s, and 50s) to determine how important appearance is on the job. Then have students form groups in class to discuss their findings. In addition, have them discuss their own opinions on this issue as well as whether or not they
Have groups collect information on at least three companies that have recently expanded into countries where they have not previously marketed their products. What kind of success/failure have they met with? Has each had any kind of impact on the society or culture entered?
Go to the various links for the website of Axe body spray. Analyze the content in terms of message appeals.
Why can “mindless” decision making actually be more efficient than devoting a lot of thought to what we buy?
List the steps in the model of cognitive decision-making?
Explain how a consumer can display signs of purchase momentum?
Name two ways in which a consumer problem arises?
Give an example of the sunk-cost fallacy?
What is an example of an exemplar product?
Distinguish between straight rebuy and modified rebuy?
How can a marketer manipulate the social and physical surroundings in a retail store to influence purchasing decisions? How does it work?
In terms of temporal factors, what does slow or fast mean?
“Helicopter moms” may be an American phenomenon, but is it a feature in your own country?
Ask one of your students to interview three people and have each respondent identify an advertisement that they have a positive attitude toward and an ad to which they have a negative attitude. Be sure to inquire to find out how their attitudes toward the ads influence their attitudes toward the
Have students prepare an example of the Fishbein model and present the findings to the class?
It is time for true confessions. Describe three instances when your purchase behavior was inconsistent with an attitude toward the product or service you were buying. Explain why this happened. Share this with the class, asking them if they agree with the explanation or whether they have other
In this project, students should identify one specific example for each of the three hierarchies of the ABC model. For each, they should give details as to the application of each component.
The chapter discusses the important problem of medication adherence. How can healthcare marketers strengthen the link between intentions and behavior to boost the rate at which people actually take their prescribed medications? Devise a communications strategy to increase the adherence rate?
What is the difference between buzz and hype?
What is source credibility, and what are two factors that influence our decision as to whether a source is credible?
List three psychological principles related to persuasion?
What are latitudes of acceptance and rejection? How does a consumer’s level of involvement with a product affect his latitude of acceptance?
How do levels of commitment to an attitude influence the likelihood it will become part of the way we think about a product in the long-term?
Complete the VALS survey. Have your group discuss the questions posed to sort you into categories. Do the questions assess important attributes for marketers to understand consumer groups? What other information about lifestyle would you want to know? Develop your own questionnaire.Visit
Explore the site and describe in detail the personality of this brand?
Student groups should identify three examples of lifestyle marketing on the Internet. Have members of the group demonstrate at least one of these sites in class. Show how the site uses lifestyles to the organization’s advantage?
Ask students to find at least two manufacturer’s ads for the same type of product (e.g., clothing, food product, personal care product, etc.) that they think are aimed at different social classes. How do these ads differ?
Ask students to think of a specific lifestyle (your own, your parent’s, your aspirations, etc.) and then make a list of products and services that are linked in the consumer’s mind to that specific lifestyle?
Let students call the local newspaper and ask about advertising inserts that are specific to a certain area of the city/town. If they do have such a service, are the ads different? How are they different? Do they match the PRIZM for the area?
Many brands attempt to capitalize on positive associations that consumers have for competing brands by copying certain characteristics. Have students identify an example of this and relate it to the haloeffect?
This activity can be done as an extension to or independent of assignment number 2. Have students explain why they chose the clothes they are wearing to class. Probe on this one. Was there any implied symbolism? Do all students seem to be dressed in a similar fashion? Why does this occur? Can
Create a long list of brand slogans from the past 10 or more years—e.g., Ford, where quality is job one; I want my MTV; Always Coca-Cola; Pizza-pizza (Little Caesar’s); BMW: the ultimate driving machine. Divide the class into teams or simply in half. Read the brand slogans one at a time,
Have student groups design an experiment that would demonstrate the occurrence of either classical conditioning or instrumental conditioning. Have them conduct their experiment on members of the class?
Have student groups visit a grocery store. How are marketers taking advantage of consumer ability to “chunk” information through strategies used on packaging?
Ask groups of students to design an experiment to test the process of state-dependent retrieval. Have them conduct the experiment on ten individuals, five in a mood-congruent condition and five in a mood-incongruent condition. Have the groups present their experiments and findings to the class?
Have student groups create a list of things that make them nostalgic. Then, during a period of a few days, have each of them identify ways that marketers of products targeted toward them have focused on any of these elements of nostalgia. Can they identify any nostalgia brands that are focused at
Go to www.mitchellandness.com. Many companies have incorporated an element of nostalgia into their strategies to help boost sales. However, this company’s product line relies entirely on nostalgia. Mitchell and Ness has achieved substantial success with aline of throwback sports apparel. As a
Many consumers today seem to be obsessed with monitoring their emotions. They post about their feelings, track their sleep patterns, and fret about how often they’re “liked” on social media. Should happiness be quantified?
The chapter discusses a study that says our moods actually get worse when we spend a lot of time on Facebook because we feel like we’re wasting our time. Do you agree?
Identify a locally produced brand that has retained its normal packaging size despite having lesser contents. Did the manufacturer make this change clear?
Visit www.alesyabags.comand identify the factors used to segment the company’s target audience. How does the company use social media to engage its target audience? Given what you know about the target audience, do you feel Alesya Bags’ use of social media is effective or ineffective? Explain
Go to www.netsmartz.org. This youth-oriented website presents issues and potential products to teens. If you were the marketing manager for a new bottled water product that was seeking a national youth audience, plan a strategy for your new product introduction using this website as one of your
Have groups of students find an example of a recent product, service, or program that was a failure. Business Week, U.S.A. Today, the Wall Street Journal, Fortune, Forbes or some other marketing publications are excellent sources. Have students explain to the class how knowledge of
The specific way we choose to satisfy a need depends on our unique history, learning experiences, and cultural environment. For example, two classmates may feel their stomachs rumble during a lunchtime lecture. If neither person has eaten since the night before, the strength of their respective
The chapter discussed a study that compared and contrasted people who lead “happy” lives versus those with “meaningful” lives. How does this distinction relate to the way you decide to spend your time and money? How does it relate to consumer behavior more generally?
Assign each student to ask three friends to list as many brands as they can remember for a product class of their choosing. Have them ask each friend questions about each brand on the list to get a better idea of why each might have been recalled. Then, have them identify whether familiarity,
Have students think of specific examples where their sensory, short-term, and long-term memory have been activated by marketing information?
Ask each student to complete the following assignment based on a popular national brand: Collect as many pieces of promotional material (ads, direct mail, etc.) as possible for the brand. Based on this promotional evidence, identify any bits of information that marketers intend to be associated
List three types of perceived risk and give an example of each?
Some countries have similar stratified social classes to the US and Western Europe, but many do not. Is it possible to apply social stratification to all societies?
Consumer confidence is an indicator of the level of optimism that consumers have about the performance of their country’s economy. How might consumer confidence affect the decisions of marketers and brand owners?
Describe what we mean by the term mass class and summarize what causes this phenomenon?
What is meant by the term “calculated consumption”?
What roles do status symbols play in purchase decisions?
What are the three identified strategies used by consumers if counterfeiting is common in their preferred brands?
How do the elites restrict access to their group?
What is the term used to describe an individual’s aesthetic and intellectual preferences?
What are the main motivators in purchasing a status symbol?
In some countries, it is difficult to measure and quantify social class. Why might this be the case?

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Consumer Behavior Buying, Having and Being 12th Global Edition Michael R. Solomon - Solutions

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