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CONSUMER BEHAVIOR
CASE:
I Toyota
Question:
1.
In what ways is Toyota’s new-product development
system designed to serve customers?
2.
In what ways is Toyota’s manufacturing system
designed to serve customers?
3.
How does Toyota personalize its cars and trucks
to meet individual consumer needs?
CASE:
II Exposure, Attention, and
Comprehension on the Internet
Questions:
1.
Consider the e-mail campaigns discussed in the
case. Why do you think these campaigns were successful? Discuss the attention
processes that were at work. Do you see any potential drawbacks to this type of
marketing?
2.
During the 2000 Super Bowl, ABC
invited viewers to visit its Enhanced TV website. Fans could play trivia, see
replays, participate in polls and chat rooms, and view player statistics. The
site received an estimated 1 million hits. Why? Frame your answer in terms of
exposure, attention, and comprehension.
3.
Think about your own Web
surfing patterns. Write down the reasons you visit sites. Which of the
marketing strategies discussed in the case do you find most (and least)
influential?
CASE: III Peapod Online Grocery—2003
Question:
1.
What behaviors are involved in
online grocery shopping? How does online shopping compare with traditional
shopping in terms of behavioral effort?
2.
What types of consumers are
likely to value online grocery shopping from Peapod?
3.
Overall, what do you think
about the idea of online grocery shopping? How does it compare with simply
eating in restaurants and avoiding grocery shopping and cooking altogether?
CASE: IV Sony
Question:
1.
Identify and discuss some of
the cultural meanings for Sony possessed by consumers in your country. Discuss
how these cultural meaning were developed and how they influence consumers’
behaviors (and affect and cognition). What is the role of marketing strategies
in creating and maintaining (or modifying) these cultural meanings?
2.
It is often stated that the
world is becoming smaller because today people communicate relatively easily
across time and distance. Discuss whether that has been beneficial for Sony.
What are some marketing challenges it presents?
3.
What do you think about Sony’s
tradition of region-specific or nation-specific marketing? Would Sony be better
served by working to create a more uniform global image?
CASE: V Pleasant Company
Question:
1.
Why do consumers pay $84 for a
Pleasant Company doll when they can buy other dolls much more cheaply at retail
stores?
2.
Considering money, time,
cognitive activity, and behavioral effort costs, are Pleasant Company dolls
more or less costly than dolls that can be purchased at retail stores?
3.
What recommendations do you
have for Pleasant Company to increase sales and profits?
Consumer Behavior
1. Define consumer behavior. Discuss the broad areas of its application in marketing.
2. Discuss the concepts of demographics, psycho graphics and life style. Explain the approaches to study life style.
3. Describe the stages in the perceptual process and discuss various senses that determines how we respond to products.
4. How learning differs from other forms of communication? Distinguish between the instrumental learning and the classical learning approaches.
5. Explain the role of reference groups in group dynamics and their effect on buying behavior of buyers.
6. Discuss the factors which are influencing the consumer decision-making process. How nature of the family influences that operate on the purchase behavior?
7. Explain the various issues in problem recognition. Distinguish factors and compulsions forcing a choice between internal and external search.
8. How the purchase stage is completed in the buying process? Also explain the buyers complaint behavior and the marketers response.
9. How does the micro-economic model explain the decision process of a consumer? What are the shortcomings of the model?
10. Describe the nature, scope and areas of application of consumer behavior models.
CONSUMER BEHAVIOR
1. Would marketing in foreign countries
require study of a popular country’s culture aspects and buyer behavior before
marketing Khadi there? What aspects would need to be studied?
2. Suggest an approach to make Khadi
garments popular among Indian youth.
1. Discuss whose decision it was to buy a
microwave and when was the purchase decision made.
2. What factors influenced the purchase of
the microwave?
3. What is likely to be the post-purchase
behavior in this case and what is the significance of such behavior?
4. What is the significance of
post-purchase behavior for the marketer?
1. Identify the relevant major problems
and issues in this case.
2. Suggest a strategy to rectify the
problems.
1. Why would some consumers have
high-involvement levels in learning about this sales promotion?
2. Is a level of 75 percent comprehension
realistic among those who become aware of an ad? Why or why not?
3. Do you think such promotions are likely
to influence the quality image of the retail store? Explain.
1. What is the significance of acquiring a
tattoo in India? Are tattoos considered a way of making a personality
statement/
2. Contact two educated persons who wear a
tattoo (just not the name).Interview them to find out what does it mean to
them?
3. Interview three of your friends. Find
out about their self- concepts and what kind of tattoo would they like have.
WE PROVIDE CASE
STUDY ANSWERS, ASSIGNMENT SOLUTIONS, PROJECT
REPORTS AND THESIS
ARAVIND
- 09901366442 – 09902787224
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