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Chapter 04 - Understanding Consumer Behavior
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2. Follow-up by asking students to give their impressions of the sun care product category.
Answers to Questions
1. How has an understanding of consumer behavior helped Coppertone grow in the
United States and around the globe?
Answer:
“The consumer is at the basis of everything that you’re going to do, so the more that you
2. Describe the five-stage purchase decision process for a Coppertone customer.
Answer:
The five-stage purchase process consists of problem recognition, information search,
a. Problem Recognition. Problem recognition can be triggered in several ways. For
example, consumers can develop an awareness of the importance of protecting their
b. Information Search. Sun care product consumers can gather information from a
variety of sources including asking peers what they use. Coppertone uses advertising,
c. Alternative Evaluation. Consumers evaluate many attributes including product form
d. Purchase Decision. Sun care product consumers can make a purchase online or in a
Chapter 04 - Understanding Consumer Behavior
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e. Postpurchase Behavior. Coppertone believes that consumers’ postpurchase
3. What are the possible situational, psychological and sociocultural influences on the
Coppertone consumer purchase decision process?
Answer:
Situational, psychological, sociocultural factors also influence Coppertone users’ purchase
4. What specific marketing activities does Coppertone utilize to help Coppertone grow
in the marketplace?
Answer:
Coppertone utilizes a comprehensive integrated marketing program, which includes
5. What challenges does Coppertone face in the future? What actions would you
recommend related to each challenge?
Answers:
Coppertone faces several challenges in the future:
a. Demand for Coppertone is very seasonal. Because the situations related to the use of
sun care products are concentrated in the summer months, the majority of Coppertone
Chapter 04 - Understanding Consumer Behavior
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b. Consumers are focusing on health and wellness. Coppertone started out as a sun
tanning brand. As public awareness of the need for sun protection increased Coppertone
c. New products. Coppertone has been successful at developing many new products to
adapt to consumers interests. These include products designed specifically for athletes,
Epilogue
Coppertone is now owned by Bayer, which is a global enterprise with products and
services designed to benefit people and improve their quality of life. In fact, the Bayer
Chapter 04 - Understanding Consumer Behavior
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ICA 4-1: IN-CLASS ACTIVITY
Buying Process for Starbucks VIA™ Refreshers Instant Coffee1
Learning Objectives. To illustrate the consumer purchase decision process for coffee.
Nature of the Activity. To relate the consumer buying process to purchasing a cup of Starbucks
coffee.
Estimated Class Time and Teaching Suggestions. This ICA runs about 20 minutes, taught in
class in 4-person teams.
Materials Needed.
• Instructors may want to purchase the Starbucks VIA™ Refreshers Instant Coffee at
Steps to Teach this ICA.
1. OPTIONAL: Bookmark the following websites on your classroom computer:
• The Starbucks VIA™ Refreshers Instant Coffee website
2. Form students into 4-person teams.
3. Click on the “Website” Internet icon for Starbucks VIA™ Refreshers Instant Coffee
4. Give the following mini-lecture about Starbucks:
“The Starbucks Coffee Company is the leading retailer, roaster, and brand of
Chapter 04 - Understanding Consumer Behavior
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Until 2009, Starbucks only offered fresh brewed regular and decaffeinated coffees
(and noncoffee products such as teas, smoothies, etc.) in its stores and retailer
partners’ locations. To expand sales, Starbucks began to target the $22 billion global
instant coffee market. While popular in the U.S., instant coffee has a larger share of
coffee sales in the U.K. (80% share), Japan (53% share), and other countries. As a
result, on September 29, 2009, Starbucks introduced its VIA™ Ready Brew Instant
Coffee in North America. The instant coffee was launched in other countries in 2010.
Interestingly, Starbucks only sells its VIA™ Ready Brew Instant Coffee in packages
ranging from six ($6.95) to 50 servings ($35.95)—it does NOT sell the instant coffee
in its signature Short (hot drinks only), Tall, Grande, and Venti sizes. Starbucks VIA
is made using a patent-pending microgrind technology that is designed to produce a
Within the first 10 months of its launch, Starbucks VIA™ Ready Brew Instant Coffee
reached $100 million in global sales within the $300 million single serve coffee
category! Starbucks VIA™ Ready Brew Instant Coffee customers consume the drink
in the following manner: 55% drink it at home; 25% at work; and 20% ‘on-the-go.’
Chapter 04 - Understanding Consumer Behavior
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5. Have the student teams write down their ideas on the purchase decision process they
use to buy a cup of coffee and then rank the top three factors.
6. Ask 2 or 3 student teams share their ideas regarding the factors they use during the
7. Figure 4-1: Purchase Decision Process. Call on one or two student teams to answer
each of the following questions about the purchase decision process for a cup of
coffee:
• Question 1: What triggers the decision to buy a cup of coffee? Is it a need?
A want?
• Question 2: How do you seek information about the purchase of a cup of
coffee, knowing that coffee is a commodity?
• Question 3: What evaluative criteria do you use when deciding to purchase a
particular coffee brand?
• Question 4: What is your consideration set of coffee brands?
• Question 5: When and where do you buy a cup of coffee?
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• Question 6: With respect to the purchase of your last cup of coffee, did you
experience any cognitive dissonance? If dissatisfied, what was deficient? Did
you tell anyone? Will you go back? What marketing activities could be
undertaken to reduce this?
Answer: Marketers have several options regarding the kinds of activities they can
• Question 7: Do any of you drink instant coffee? How does it compare to fresh
brewed coffee? What do you think of Starbucks’ VIA™ Ready Brew Instant
Coffee? What, if any changes in your purchase decision process would this
product cause? Would you be willing to pay $2.95 for a 3-pack? Why or why
not?
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Connect Exercises
Exercise 1: Psychological Influences
Activity Summary: In this click and drag activity, students are exposed to psychological
influences on consumer behavior including values, beliefs and attitudes, perception, lifestyle,
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: Psychological Influences
Learning Objectives: LO 04-03: Identify the major psychological influences on consumer
behavior.
AACSB: Knowledge Application
Blooms: Apply
Difficulty Level: 2 Medium
Follow-Up Activity: Instructors could expand on the psychological factor overview presented in
the activity, focusing on consumer lifestyle. Allow students to take the VALS survey online
Exercise 2: Purchase Decision Process
Activity Summary: In this click and drag activity, students are provided with the five stages of
the consumer purchase decision process: problem recognition, information search, alternative
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: Consumer Purchase Decision Process
Learning Objective: LO 04-01: Describe the stages in the consumer purchase decision process.
AACSB: Knowledge Application
Blooms: Apply
Difficulty Level: 1 Easy
Follow-Up Activity: Instructors could ask students to compare and contrast the difference
Chapter 04 - Understanding Consumer Behavior
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Application Exercise 3: Situational Influences
Activity Summary: In this click and drag activity, students classify situational influences into
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: Situational Influences
Learning Objectives: LO 04-02: Distinguish among three variations of the consumer purchase
decision process: extended, limited, and routine problem solving.
AACSB: Knowledge Application
Blooms: Analyze
Difficulty Level: 2 Medium
Follow-Up Activity: Instructors could ask students to imagine that they planned on opening an
upscale boutique toy store that targets an affluent clientele. Its product lines include
Application Exercise 4: Consumer Lifestyle: VALS
Activity Summary: In this click and drag activity, students are given eight draggable items
(CFO Corbin, Judge Smith, Mary Margaret, Fred Flashy, Mike Money, Ace Adventure, Bette
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topic: Psychological Influences
Learning Objective: LO 04-03: Identify the major psychological influences on consumer
behavior.
AACSB: Knowledge Application
Blooms: Apply
Difficulty Level: 2 Medium
Follow-Up Activity: Instructors could access Claritas’ free PRIZM Segmentation, My Best
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Application Exercise 5: Groupon: Helping Consumers with Purchase Decisions
Activity Summary: In this 8-minute video case, Groupon’s service, growth, and history is
presented to students by Groupon employees. Groupon’s function as intermediary is clearly
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topics: Consumer Purchase Decision Process, Word of Mouth
Learning Objectives: LO 04-01: Describe the stages in the consumer purchase decision
process.
AACSB: Knowledge Application
Blooms: Apply, Understand
Difficulty Level: 2 Medium
Follow-Up Activity: Since its introduction in 2008, Groupon has faced significant criticism and
competition. Instructors can ask students to perform online research on Groupon’s recent history.
Application Exercise 6: iSeeit! Video Case: Consumer Decision Process
Activity Summary: In this straightforward whiteboard animation video, the consumer decision
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topics: Consumer Purchase Decision Process, Psychological Influences, Word of Mouth,
Sociocultural Influences
Learning Objectives: LO 04-01: Describe the stages in the consumer purchase decision
Chapter 04 - Understanding Consumer Behavior
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AACSB: Knowledge Application
Blooms: Understand
Difficulty Level: 2 Medium
Follow-Up Activity: Instructors could ask students to record the consumer decision process that
they experienced as they chose where they were going to attend college. Once the students have
Application Exercise 7: Understanding Problem-Solving Variations
Activity Summary: The consumer purchase decision process is fundamental to this click and
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topics: Consumer Purchase Decision Process
Learning Objective: LO 04-02: Distinguish among three variations of the consumer purchase
decision process: extended, limited, and routine problem solving.
AACSB: Analytical Thinking
Blooms: Analyze
Difficulty Level: 1 Easy
Follow-Up Activity: Instructors can reinforce the importance of involvement in a follow-up
activity in which students are asked to list ten products for each purchase category (extended,
Application Exercise 8: Coppertone
Activity Summary: In this video, Coppertone’s attention to the ever-changing needs of its
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topics: Consumer Purchase Decision Process, Psychological Influences, Situational Influences
Learning Objective: LO 04-01: Describe the stages in the consumer purchase decision
process.
Chapter 04 - Understanding Consumer Behavior
LO 04-02: Distinguish among three variations of the consumer purchase
decision process: extended, limited, and routine problem solving.
AACSB: Knowledge Application
Blooms: Apply
Difficulty Level: 2 Medium
Follow-Up Activity: Instructors could create a classification game out of index cards that
summarizes the major concepts in consumer behavior. Each set of cards should be in a different
