CONSUMER BEHAVIOR COURSE
Question
Please answer according to Consumer Behavior course MKT 625: Include complete reference for each question and provide incite quote for each question.
Question 1. Think of a time where you made a purchase based on your positive perception of a good or service only to discover your experience of the actual good or service was much different.
a. What was your perception based upon?
b. Was your initial perception based on advertising, friends, brand recognition, or something else?
c. What motivated you to make the purchase?
d. Incorporate into your response your understanding of perceptual organization, perceptual interpretation, packaging,
perceptual mapping, perceived risk, perceived price and quality, and product positioning or positioning of services.
Question 2. Consumer Behavior is at least in part a result of Personality. Individual Personalities differ widely from one individual to another, and arguably no two personalities are exactly the same.
a. How then can marketers use personality to identify distinct and sizable market segments and target markets?
b. Given the perspectives on personality that are covered in the text (Freudian, Neo-Freudian, and Trait Theory), which do you think most comprehensively describes you and why?
c. How does the theory contribute to any of your purchase decision-making process?
Question 3. Based on your personal preference for personal computing operating system (Mac or PC) view the respective ad (links provided below) that is attempting to alter your attitude towards the product you prefer.
'Get a Mac' ad campaign
'I am a PC' ad campaign
a. How does the advertisement attempt to change your attitude of the other product?
b. How does the advertisement attempt to change your attitude of your preferred product?
c. Using the "Tricomponent Theory of Attitude", analyze the ad for its cognitive, affective, and conative components.
d. What, if anything, could the competing brand do to better influence you to switch to the other platform?
e. Make sure to reference at least two strategies of attitude change.
Question 4.
Think about the last time you purchased the products listed below. Select two of the items and discuss which model(s) of consumer learning theory (behavioral learning, cognitive learning, and passive learning) affected your decision to buy. It is possible that one or more learning theories affected your decision to buy.
a. Laptop
b. Smartphone
c. Jeans at a department store
d. Box of cereal
Question 5. With examples based on personal experiences, discuss how each step of the buying process listed below influences your routine, limited or extensive type of purchase.
a. Problem/Need recognition
b. Information search
c. Evaluation of alternatives
d. Purchase decision
e. Post-purchase behavior.
Question 6. The rate and success of the diffusion and adoption of innovations depend on a number of factors discussed in our text.
Scenario: Samsung has introduced a smartphone with a digital camera that combines the size benefits of a digital point and shoot camera with the ability to use small interchangeable lenses.
How can the company use the diffusion-of-innovations framework to develop promotional, pricing, and distribution strategies targeted to the following adopter categories?
• Innovators
• Early adopters
• Early majority
• Late majority
• Laggards
Question 7. Watch the following video: Marketing to children. (https://www.youtube.com/watch?v=S-KwCNOg0qs) This outtake from "The Corporation" shows an interview with Lucy Hughes, explaining the rationale for marketers to manipulate children to nag their parents to influence purchasing decisions.
Based on the video, textbook readings, and other outside resources, find examples of advertisements that target children. Select one advertisement you consider ethical and one advertisement you consider unethical. Defend your position in each case. Attach copies of the advertisements (one ethical and one unethical). In addition:
a. Define what you mean by ethical.
b. Define what is meant by a vulnerable population target.
c. Use terms from the reading such as "overaggressive, deceptive, misleading and exploitive."
Question 8. Read the article: Inside Subaru's Zero-Waste Factory. (https://www.takepart.com/article/2013/12/30/inside-subarus-zero-waste-factory).
The auto manufacturer, Subaru of America, has declared its commitment to green manufacturing practices. Their commitment is posted on the top of their website, "Subaru of America is committed to being a leader in environmental initiatives while continuing to reduce our own footprint. Being green isn't a trend. It's who we are and what we stand for" (https://www.subaru.com/csr/environment-sustainability.html).
In addition, in 2003, Subaru of Indiana Automotive, Inc. became the first automotive assembly facility to be designated as a Backyard Wildlife Habitat by the National Wildlife Federation (https://www.wildlifehc.org/membersdir/subaru-of-indiana-automotive-inc). There are over 800 acres surrounding the manufacturing plant that are home to birds, deer, blue heron, hawks, Canadian geese, ducks, beavers, snapping turtles, and other animals.
In a minimum of 200 words, respond to the following questions:
• What motivates the company to go "zero-waste'?
• What makes Subaru a leader in the environmental initiatives?
• Did Subaru fulfill the tenets of the 3R's as discussed in the article? Explain