APPLICATION QUESTIONS:

Purpose: To be effective as a marketer, it is important that you understand consumer behavior and the consumer decision making process.

2. Assume you are involved in the following consumer decision situations. List the factors that would influence your decision in each situation and explain your responses. (HINT: cultural, social, individual, and psychological factors which might affect your buying decisions).

• Renting a video to watch with your roommates.
• Choosing a fast-food restaurant to go to with a new friend.
• Buying a popular DVD movie or CD music.
• Buying jeans (clothes) for school or work.

3. You are the new marketing manager for a firm that produces a line of athletic shoes to be targeted to the college student subculture. For your boss, write a memo in which you list some product attributes that might appeal to this subculture, list the steps in your customers purchase process, and recommend some marketing strategies that can influence their decision.