Consumer Behaviour

1. Collect ads for three different product categories in which the family is targeted. Find another set of ads for different brands of the same items in which the family is not featured.

Prepare a report on the effectiveness of the approaches.

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2.   Observe the interactions between parents and children in the cereal section of a local supermarket.

Prepare a report on the number of children who expressed preferences, how they expressed their preferences and how parents responded, including the number who purchased the child’s choice.

1.   Select a product category and, using the lifecycle stages given in the chapter, list the variables that will affect a purchase decision for the product by consumers in each stage of the cycle.

2.   Consider three important changes in modern european family structure. For each, find an example of a marketer who has attempted to be conscious of this change as reflected in product communications, retailing innovations, or other aspects of the marketing mix. if possible, also try to find examples of marketers who have failed to keep up with these developments.

What are sociometric techniques?

Conduct a sociometric analysis within your hall of residence or neighbourhood. for a product category such as music or cars, ask each individual to identify other individuals with whom they share information. Systematically trace all of these avenues of communication, and identify opinion leaders by locating individuals who are repeatedly named as providing helpful information.

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