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QUESTION 1.) What in-store characteristics could retailers use to enhance the probability of purchase
among individuals who visit a store? Describe each factor in terms of how it should be used, and describe
its intended effect on the consumer for the following products:
a) Cologne
b) Ice cream
c) Coffee after a meal
d) Flowers from a supermarket
e) Herbal supplements
f) Motor oil
QUESTION 2). As you recall, the model we are using of consumer behavior includes the self-concept as
the intervening variable between external and internal influences on the consumer decision process.
Brands, products, services and consumption activities are used to embellish the roles we play, to
differentiate ourselves, to reflect who we are to others, and to merge with desirable groups. This week we
take a more explicit look at consumers’ self-concepts and examine the role of consumption in social
groups.
Part A. Is our self-identity made up of our possessions? Provide an example from your own consumption
experience that you believe supports this theory. In other words, provide an example of something you
consume that you believe reflects on your identity, something that you feel is a part of you. What does this
reflect about your values? (you can use insights from Assignment 7-8 to inform this).
Part B. Consider an activity in which the consumer becomes very involved and perhaps even reflects who
they are. (You can base this on an activity your pursue or apply it to others). Some Examples: Gardening;
Golf; Sailing; Home Improvement; Home Fashion; Snow Boarders; Skiers; Bands – Fans; Winnebago
owners; Sports Teams – Fansi. Answer the following
What kinds of consumer behavior are a part of this activity or lifestyle?
How much do they spend for this activity?
What are the major reference group influences on their consumer behavior within this context?
What are the key motivating factors for their consumer behavior.
What does the lifestyle or activity reflect about the consumer values?
What does this activity “mean” to these consumers?
Discuss the sub-culture of consumption. What is the structure and ethos as expressed in values, rituals, &
symbolic consumption. How does participation in the consumer activity impact the lives & identities of
consumers. Describe the group, norms, sanctions, artifacts needed, group or individual behavior, rites,
rituals, the brand’s role in the phenomenon, etc. Bring illustrations, if they are readily available. This might
be a picture, ad, the actual brand or web site print outs.