MKT201- GROUP ASSIGNMENT

Please summarise KEY informamation of following chapters to answer following

questions, emphasise the definitions, process and give example (if any).

GROUP 1: BUYING, HAVING, BEING, CONSUMER AND SOCIAL WELL-

BEINGS

Chapter 1:

1. What is consumer behavior process? Why marketers have to understand the wants
and needs of different consumer segments?

2. Explain why our choices as consumers relate to powerful ways to the rest of our
lives and why our motivations to consume are complex and varied?

3. How technology and culture create a new “always on” consumer. What are
different types of specialist’s study consumer behavior. Does it have differing
perspectives regarding how and what we should understand about consumer
behavior? Give relevant example?

Chatper 2:

1. What is ethical business? why ethical business is good business? Advertisers are
often blamed for promoting a materialistic society by making their products as
desirable as possible, do you agree with this? (If yes, is materialism a bad thing? If
no, what are your reasons?)

2. Why marketers have an obligation to provide safe and functional products as part
of their business activities? How business can make profit by solving social
problems rather than creating social problems?

3. Why consumer behavior impacts directly on major public policy issues that
confront our society? How consumer behavior can be harmful to individuals and
to society? What is the role of social marketing in solving above problems?

GROUP 2: PERCEPTION, LEARNING AND MEMORIES

Chapter 3:

1. What is consumer perception and consumer value? Why the design of a poduct
today is a key driver of its success or failure of a brand? How products and
commercial messages appeal to our senses? And why the profusion of these
messages may make us not notice most of them?
 2. What is consumer’s perception process? Please explain three-stage of perception
process that translates raw stimuli into meaning? What is subliminal advertising?
How is it considered as a controversial issue, what make it largely ineffective?

3. What is marketing stumuli? Why we interpret the marketing stimuli to which we

do pay attention according to learned patterns and expectations?

4. Explain why the field of semiotics helps us to understand how marketers use
symbols to create meaning in marketing? Give revevant example?

Chapter 4

1. What is learning process of consumers? How is it important to understand learning

process of consumers related to products and services and what are conditioning
results in learning?

2. What is brand identity and brand association? How can learned associations with
brands generalize to other products? What is difference between classical and
instrumental conditioning, and how this process helps consumers learn about
products and implication for marketing strategies?

3. How can we learn about products by observing others’ behavior? How the other
products we associate with an individual product influence our remember related
to products? How marketer measure our memories about products and ads, give
examples?

GROUP 3: MOTIVATION, AFFECT AND THE SELF

Chapter 5

1. What is movtivation? Please differentiate motivation and needs? Explain why

products can satisfy a range of consumer needs?

2. Why do consumers experience different kinds of motivational conflicts? And how

it can impact their purchase decisions?

3. How consumers experience a range of affective responses to products and

marketing messages?

4. How can people evaluate and choose a product depends on our degree of
involvement with the product, the marketing message, or the purchase situation?

Chapter 6

1. What is the self? What is component of the self? How does the self-concept
strongly influence consumer behavior? And explain why products often define a
person’s self-concept?
 2. Why does gender identity is an important component of a consumer’s self
concept? Explain why the way we think about our bodies is a key component of
self-esteem?

3. Every culture dictates certain types of body decoration or mutilation, how can it
impact the consumer behaviour?

GROUP 4: PERSONALITY, LIFESTYLES, VALUES, ATTITUDES AND

PERSUASIVE COMMUNICATIONS

Chapter 7

1. What is personality? How can a consumer’s personality influence the way he or

she responds to marketing stimuli, but efforts to use this information in marketing
contexts meet with mixed results?

2. What is brand personality? Explain why brands have personalities? What are
attributes of brand personalities?

3. What is a lifestyle of consumers? How a lifestyle defines a pattern of consumption

and reflects a person’s choices and spend his or her time and money? and these
choices are essential to define consumer identity? Please crafting or suggesting for
a lifestyle marketing strategy?

4. Why psychographics goes beyond simple demographics to help marketers

understand and reach different consumer segments? How underlying values often
drive consumer motivations?

Chapter 8

1. What is attitude and functions of attitude? How attitude can be formed? And why
it is important for consumer researchers to understand the nature and power of
attitudes?

2. Why maintain consistency among all of our attitudinal components motivates us to

alter one or more of them? Explain how attitude models identify specific
components and combine them to predict a consumer’s overall attitude toward a
product or brand?

3. What persuasive communication? How can the communications model identify

several important components for marketers when they try to change consumers’
attitudes toward products and services?

4. What is marketing message? How do consumers process marketing messages

before making their purchase behaviour?
GROUP 5: DECISION MAKING, BUYING, USING AND DISPOSING

Chapter 9

1. What is decision making? Please explain in details three categories of consumer

decision-making including cognitive, habitual, and affective?

2. What is a cognitive purchase decision process? Please explain series of stages that
results in the selection of one product over competing options?

3. Why marketers often need to understand types of consumers’ behavior rather than
a consumer’s behavior? Explain how decision-making process differs when people
choose what to buy on behalf of an organization rather than for personal use.

4. Please differentiate personal decision making and collective decision making?

How members of a family unit play different roles and have different amounts of
influence when the family makes purchase decisions?

Chapter 10

1. What factors can influence pe-purchase, purchase and postpurchase process of

consumers? What factors at the time of purchase dramatically influence the
consumer decision-making process?

2. How does the information a store’s layout, Web site, or salespeople influence a
purchase decision? What is store personality and its importance? Why can we
conclude that co-cosumers as a product attribute?

3. What is a “sharing economy”? please compare “sharing economy” and “traditional

economy” How the growth of a “sharing economy” changes consumers think
about buying rather than renting products?

Deadline submit report and presentation 5/11/2023

Requirements:

- Prepare a full report to answer relevant questions, report must have cover
paper with full name of member in group.
- Prepare slide for presentation (Each group will have maximum 40 minutes
for presenation)