978-1259709074 Chapter 6 Solutions Manual Part 2

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Chapter 6 – Consumer Behavior Marketing 6th

Video Streaming Service: The Consumer Decision Process

Activity Type: Click & Drag

Learning Objectives: 06-01

Difficulty: Medium

Activity Summary: The steps of the consumer decision process are explored in the context of a

hypothetical choice of a video streaming service.

Activity

Introduction: Eva Carlyn is a college student making a decision about a video streaming service. As

part of her decision-making process she asks herself, “Which alternative gives me the best overall

value—the best selection and convenience at the lowest price?” and, “Which alternative is more likely

to attract friends over to watch movies?” Read about Eva’s process and then assemble the

decision-making model as instructed.

Concept Review: To understand consumer behavior, we must learn why people buy products.

Follow-Up Activity

Writing prompt: Ask each student to identify two recent purchases—one that was a simple choice, and

another that was more complex. Then, the student should write a short essay describing each purchase

situation, and classifying what happened according to the step of the consumer decision process that

each action or thought process represented.

Netflix and Consumer Behavior

Activity Type: Video Case

Learning Objectives: 06-01, 06-02, 06-03

Difficulty: Medium

Activity Summary: This video case explores the origins of Netflix and the services it offers. After the

video ends, students are asked questions about the video and related course concepts.

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Activity

Introduction: Instead of driving to a video store, Netflix subscribers create online lists of DVD

selections from the company’s inventory of over 100,000 titles, receive DVDs in the mail, keep them

for as long as they wish, and then mail them back in prepaid envelopes. On an average day, Netflix

ships two million DVDs to its 10+ million subscribers. Despite this high volume, service is prompt and

efficient, and 90% of Netflix customers say that they actively recommend the service to friends and

family. “Watch It Now” streaming movies are also available to subscribers who want to choose a

movie and watch it immediately. Follow the evolution of Netflix in the video, which discusses the role

of consumer behavior in the firm’s success.

Concept Review: To understand consumer behavior, we must learn why people buy products.

Video: The video is presented to the student below the introductory information. The video plays

embedded on the page, after which questions are presented.

Follow-Up Activity

At the time that the video was recorded, Netflix’s business was primarily in DVD delivery, and its primary

Helping Consumers Decide: Yelp

Activity Type: Video Case

Learning Objectives: 06-01, 06-02, 06-03

Difficulty: Medium

Activity Summary: This video case discusses Yelp, where consumers can review local businesses,

and relates it to different factors that impact the consumer decision process. After the video ends,

students are asked questions about the video and related course concepts.

Activity

Introduction: Founded in 2004, Yelp is a website/service that connects consumers with many types

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Chapter 6 – Consumer Behavior Marketing 6th

of local businesses. These businesses range from restaurants to dentists to beauty salons. The site

has grown tremendously and its international community of users call themselves Yelpers. In January

of 2011, Yelp had more than 45 million unique visitors. Yelpers have written over 15 million local

reviews. All of these word-of-mouth reviews are locally indexed, the starting point for Yelp searches.

Yelp has grown to be a valuable resource to aid consumer decision making.

Concept Review: Many consumer decisions require searching for and evaluating information. There

are psychological factors that affect the search process such as past experience, locus of control, and

perceived risk. When consumers evaluate alternatives, they often use decision rules regarding

determinant attributes. After evaluation, consumers are typically ready to buy. There are also a

number of factors that influence the overall decision process. In this activity, you will be examining

these factors as they relate to Yelp.

Video: The video is presented to the student below the introductory information. The video plays

embedded on the page, after which questions are presented.

Follow-Up Activity

For class discussion or writing prompt:

One problem with online review sites is the writing of “shill” reviews. For example, a hotel owner or

employee might post reviews of his/her own hotel, or might offer customers an incentive (such as a

A Trip to the Grocery Store

Activity Type: Click & Drag

Learning Objectives: 06-03, 06-06

Difficulty: Medium

Activity Summary: This activity presents three grocery shopping scenarios to distinguish among

different types of buying situations.

Activity

Introduction: Every time we go to the store, we make decisions on what products to buy and what

brands to buy. These decisions are dependent on individual consumer experiences, habits, and

preferences with product categories and brand loyalty. This activity asks you to read three brief

buying scenarios and determine the decision heuristic and the type of buying decision being used.

Concept Review: Once a consumer has recognized a problem and explored the possible outcomes,

she or he must sift through the choices available and evaluate the alternatives. Some use decision

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Follow-Up Activity

In small groups, have students develop buying scenarios representing each of the three buying situations

for a different product category: perhaps clothing or a restaurant choice.

Consumer Decision Rules: Evaluating Airlines

Activity Type: Multiple Choice Worksheet

Learning Objectives: 06-05

Difficulty: Hard

Activity Summary: Students read a fictional scenario describing an airline ticket purchase scenario,

and then complete a worksheet that leads them through using compensatory and noncompensatory

decision criteria to make a choice.

Activity

Introduction: People use various consumer decision rules to select a product or service from

among several alternatives. In compensatory decision-making, consumers trade off one product

characteristic against another; positive characteristics compensate for negative ones. A

noncompensatory decision is when consumers choose a product based on only one characteristic,

Instructions: Read the fictional scenario, reviewing the characteristics that Tara Singh will use to

purchase an airline ticket from one of 3 airlines: American, Delta, and Southwest. Then answer 25

multiple-choice questions. Questions 1-16 ask you about weights, importance, and performance of

various characteristics of the flights, and then ask you what choice Tara would make using both

compensatory and noncompensatory decision models. Questions 17-25 further analyze Tara’s

decision making; you will answer only five of these nine questions.

Consumer Decision Rules: Evaluating Soda Drinks

Activity Type: Multiple Choice Worksheet

Learning Objectives: 06-05

Difficulty: Hard

Activity Summary: Students read a fictional scenario describing a soft drink purchase scenario, and

then complete a worksheet that leads them through using compensatory and noncompensatory

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decision criteria to make a choice.

Activity

Introduction: People use various consumer decision rules to select a product or service from

among several alternatives. In compensatory decision-making, consumers trade off one product

characteristic against another; positive characteristics compensate for negative ones. A

noncompensatory decision is when consumers choose a product based on only one characteristic,

Instructions: Read the fictional scenario, reviewing the characteristics that Victor Fernandez, a

first-year middle-school teacher, uses to buy cola, selecting from one of 3 brands: Coca-Cola, Pepsi,

and Dr Pepper. Then answer 25 multiple-choice questions. Questions 1-16 ask you about weights,

importance, and performance of various characteristics of the sodas, and then ask you what choice

Victor would make using both compensatory and noncompensatory decision models. Questions

17-25 further analyze Victor’s decision making; you will answer only five of these nine questions.

Consumer Decision Rules: Evaluating Car Models

Activity Type: Multiple Choice Worksheet

Learning Objectives: 06-05

Difficulty: Hard

Activity Summary: Students read a fictional scenario describing a car purchase scenario, and then

complete a worksheet that leads them through using compensatory and noncompensatory decision

criteria to make a choice.

Activity

Introduction: People use various consumer decision rules to select a product or service from

among several alternatives. In compensatory decision-making, consumers trade off one product

characteristic against another; positive characteristics compensate for negative ones. A

noncompensatory decision is when consumers choose a product based on only one characteristic,

Instructions: Read the fictional scenario, reviewing the characteristics that Ashley Jones, a young

medical student, will use to buy a car, selecting from one of 3 models: SUV, Sedan, and Coupe. Then

answer 25 multiple-choice questions. Questions 1-16 ask you about weights, importance, and

performance of various characteristics of the car models, and then ask you what choice Ashley would

make using both compensatory and noncompensatory decision models. Questions 17-25 further

analyze Ashley’s decision making; you will answer only five of these nine questions.

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Weight Watchers, Jenny Craig, and SlimFast

Activity Type: Case Analysis

Learning Objectives: 06-01, 06-02, 06-03, 06-04, 06-05

Difficulty: Hard

Activity Summary: A short case compares and contrasts the products and services offered by

Weight Watchers, Jenny Craig, and SlimFast. Students are asked questions relating the case

material to course concepts.

Activity

Introduction: The weight loss industry, worth over $60 billion in 2010, is growing steadily because

lifestyles and food choices keep working against people’s desire to lose weight. Many Americans

spend their days sitting in front of a computer and their evenings sitting in front of a television.

Restaurant meals, prepared foods, and high-fat/high-sugar snacks have replaced home-cooked

meals, whole grains, and fresh produce. Exercise is limited to clicking a mouse or turning an ignition

key. Three recognized diet-aid behemoths, Weight Watchers, Jenny Craig, and SlimFast, share a

substantial piece of the pie of this highly lucrative market.

Concept Review: It is vital that marketers study consumer behavior to understand why people buy

specific products or services and not others. Generally, people buy one product or service instead of

another because they perceive it to be the better value for them; that is, the ratio of benefits to costs

ISeeIt Video Case: Consumer Decision Process

Activity Type: Video Case

Learning Objectives: 06-01, 06-03, 06-05

Difficulty: Medium

Activity Summary: This video case explores the consumer decision process, using the selection of a

flight home for the holidays as the context.

Activity

Introduction: Behind the act of making a purchase lies a complex and important decision making

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process. Buyers typically pass through a five-stage process where they must decide between a set of

possible options to meet their needs. Take for instance Gabbie and her need to fly home to see her

parents during the holiday season. With her limited budget and even less experience, she relied on

her parents, her boyfriend and the Internet as sources of information to help guide her decision. Upon

finding a series of alternatives which met her budgetary and personal requirements, she decided to

purchase a flight with Jet Green. While she enjoyed her flight, the airline lost Justin’s luggage, which

left her with a somewhat negative opinion of an otherwise satisfying experience. While this negative

opinion may impact Gabbie’s immediate evaluation of the experience, her future purchasing needs

along with motivation, personality, and perception will also influence potential travel purchases with

Jet Green.

Video: The video is presented to the student below the introductory information. The video plays

embedded on the page, after which questions are presented.

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