Consumer Behaviour

1. Many studies have shown that our sensory detection abilities decline as we grow older. Discuss the implications of the absolute threshold for marketers attempting to appeal to the elderly.

2. Interview three to five male and three to five female friends regarding their perceptions of both men’s and women’s fragrances.

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Construct a perceptual map for each set of products. Based on your map of perfumes, do you see any areas that are not adequately served by current offerings?

What (if any) gender differences did you obtain regarding both the relevant dimensions used by raters and the placement of specific brands along these dimensions?

1. The movement away from a ‘disposable consumer society’ towards one that emphasises creative recycling creates many opportunities for marketers. can you identify some?

2.   What is the underground economy and why is it important to marketers?

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