Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
DISCUSSION STARTERS
Discussion Starter 1: Consumer Buying Behavior and Social Classes
To do this exercise which links consumer behavior tastes with various social strata, click on the hyperlink
below to access a PBS game on consumer and class tastes.
http://www.pbs.org/peoplelikeus/games/chintz.html
Discussion Starter 2: Level Of Consumer Involvement
Recommended as a group activity
In this chapter we have examined how the level of involvement in a purchase often determines the type of
behavior exhibited by consumers. In this exercise you are asked to examine how consumer behavior
changes as the level of consumer involvement changes.
You will be given a series of scenarios. After each one, write how your group would respond to the
purchase situation.
What type of gift do you purchase? How much do you spend? How much time do you take choosing this
gift?
What type of gift would you send? How much do you spend? How much time do you take choosing this
gift?
What type of gift do you bring? How much do you spend? How much time did you take choosing this
gift?
Discussion Starter 3: How Many Times Can a Company Violate a Customer’s Trust?
ASK: Can automakers regain the public’s trust after their speed out of control or have faulty ignition
switches that prevent airbags from inflating?
Toyota is trying to revive its quality reputation after widespread problems related to stuck accelerator
pedals. Because the company was slow to issue recalls, it had to pay hefty fines. Although a report by the
National Highway Transportation Safety Administration attributed driver error as the cause of many
Toyota collisions, the company still made quality mistakes that resulted in recalls. Will buyers trust
Toyota again?
