Consumer Behaviour

1.   Core values evolve over time. What do you think are the three to five core values that best describe your country today? can you see differences between present day core values and those of your parents’ and grandparents’ generations?

What might be the implications for marketing managers?

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2. Construct a hypothetical means–end chain model for the purchase of a bouquet of roses. How might a florist use this approach to construct a promotional strategy?

3. Compare and contrast the concepts of lifestyle and social class. How does lifestyle differ from income?

1.   In what situations is demographic information likely to be more useful than psychographic data, and vice versa?

2.   Define psychographics, and describe three ways that marketers might use it.

3.   What are three specific kinds of AIOs?

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