Student Name __________________________
Spring 2007
BA342 Consumer
Behavior
Second Hour Exam
Dr. Geoffrey P. Lantos
Part 1 16 points ______
Part 2 12
points ______
Part 3 82
points ______
Total Points Deducted ______
Total Points Earned 110 points ______
Your Grade ______
PART I: CONCEPTS
(16 points - 4 points each)
Please briefly define
in your own words, and in one or two sentences, four of the following six
concepts as each relates to consumer behavior.
You may use examples to help clarify your answers where examples
are not specifically asked for.
1. Mores (Define and cite an
example) -
2. Physical trace evidence (Define
and cite an example) -
3. Sub-subculture (Define and
include an example) -
4. Occupational class income -
5. Sociometric method -
6. Blended families -
PART II: DESCRIPTIVE SHORT ANSWER (12 points)
Please briefly answer two
of the following three 6-point questions as they relate to consumer behavior in
either a short paragraph or else in outline formcomplete sentences need not be
used. You may use graphs,
figures, charts, equations, etc., where appropriate. Be sure you answer all parts of all
questions that you choose to answer.
1. (6 points) What is the
relationship between micromarketing and geodemographic segmentation?
2. (6 points) How does a social group differ from a social category?
3. (6 points) What follows is
a portion of a key summarizing diagram from Exercise 31 on key characteristics of reference group influence. Parts have been filled in for you. Fill in the six remaining parts with key
words.
Figure 31-1
Key Characteristics of Reference Group
Influence2
__________________________________________________________________________
Nature
of Consumer Perceived Source
Influence Objectives Characteristics Behavior Related Social Power
Informational Knowledge ______________ Acceptance _________________
____________ Gain rewards,
avoid punishment Power ___________ Reward, coercive,
or legitimate
____________ Self-image Similarity Identification _________________
maintenance and
and enrichment internalization
PART III: APPLIED SHORT ANSWERS (82 points)
Please briefly answer
the required number of questions for
each Section as they relate to Consumer Behavior in either a short paragraph or
else in outline formcomplete sentences need not be used. Be sure to answer all parts of all
questions that you choose to answer.
Section A (36 points): Answer six
of the following eight 6-point questions
1. (6 points) Perform a means-end chain analysis for the Suzuki automobile that is suggested in
the Suzuki ad. Be
sure to include three key elements that comprise a means-end chain
analysis. (These can either be stated
directly in the ad or else implied by it.)
2. (6 points) Find an example of each
of the following types of cultural
values that are reflected and appealed to in the Suzuki ad. Briefly explain your reasoning in each
case. (Note: A given value might be
classified as both of the following.)
a. Terminal values
b. Global values
3. (6 points)
a. (3 points) Which social class in the Coleman-Rainwater Social Class Hierarchy does the ad for Level vodka seem to be targeting? Briefly explain your reasoning.
b. (3 points) How could the concept of relative occupational class income add another possible social class to the target market, and who would this be?
4. (6 points) Evaluate
whether reference group influence
would be relatively weak or strong for the Suzuki Grand Vitara (see
ad) in terms of three characteristics
of products that determine strength of reference
group influence. (Reference group
influence could be strong for some of these product determinants and weak for
other determinants.)
5. (6 points) Identify and
briefly describe two of the three types of reference
group influence processes (value-expressive/comparative,
etc.) being used in the ad for McDonalds.
6. (6 points) Cite and
briefly explain three types (sources) of social
power implied or stated in the ad for McDonalds.
7. (6 points) Toward which
stage in the family life cycle
(according to either the Wells and Gubar
or the Gilly and Enis classification
schemes) is the ad for Aderall XR targeted? Make any other assumptions you need to make.
8. (6 points) Cite four demographic/sociological changes to the
American family structure that the ad for Aderall XR might be consistent with (make any additional
assumptions you need to make).
Section B (18 points): Answer two of the following three 9-point questions
9. (9 points) Answer the
following questions about the people pictured in the ad for Suzuki. Assume they are all singles on individual
vacations who dont know each other, although a few have struck up a bit of
small talk on the ski lift.
a. (5 points) Are they a social group, social aggregate, or social
category? Explain.
b. (4 points) Are they a formal group, informal group, or neither?
10. (9 points) Identify an
example of each of the following types of cultural
components (cultural cues) in
the ad for Triscuits. Briefly explain why you have so classified
each.
a. Symbol
b. Cultural artifact
c. Cultural belief
11. (9 points)
a. (3 points) Cite two subcultural target markets that the ad
for McDonalds seems to appeal to.
b. (3 points) Cite a sub-subculture within one of these
subcultures that the ad could appeal to.
c. (3 points) How could
McDonalds use crossover marketing, beginning
with one of the two subcultures you cited in part a.
Section D (12 points) Answer the following question
12. (12 points)
a. (6 points) Cite and describe three family decision-making roles which could occur in the family buying process for Adderall XR tablets, including which family member(s) would be likely to play each role. Be sure to include the gatekeeper role.
b. (3 points) Describe a functional (instrumental) role related to this product and who would play such a role.
c. (3 points) What would you expect to be the role dominance pattern for this product?
Section C (15 points): Answer the following 15-point question
13. (15 points) Kenny Dewitt,
class of 98, MBA 02, and MSA 04, is a senior-level marketing manager with
General Foods Post cereal division. His
annual salary is $150,000 plus a bonus tied to division earnings. He lives in the urban ghetto in which he grew
up, since that is where there many of the people he grew up with a still live
and he still hangs out with these people.
He shares a three-bedroom apartment with two of these friends. They enjoy fly-fishing, hunting, and shooting
pool (and the breeze) on Friday nights at the local watering hole. Kenny earned a Ph.D. in business
administration from the
Required:
a. (8 points) Compute Kenny's social class using both Warner's
ISC and Hollingshead's Index. (See following pages for necessary
information on these indices). Be sure
to show all calculations.
b. (4 points) Cite and describe Kenny on two
variables sometimes used to determine social status by objective methods in marketing but which are not used in
either of these two indexes.
c. (3 points) Cite three
possible problems with using these so-called objective methods (the two multiple-item indexes) of a person's
social class.
Weights and
Scores for Warners Index
of Status
Characteristics (ISC
______________________________________________________________________________________________________
Scale item Description
Score
Occupation Scale Professionals and large business proprietors 1
(Weight of 4) Semiprofessionals and officials of large businesses 2
Clerks and kindred workers 3
Skilled workers 4
Proprietors of small businesses 5
Semiskilled workers 6
Unskilled workers 7
Source of Income
Inherited wealth 1
Scale (Weight of 3) Earned wealth 2
Profits and fees 3
Salary 4
Wages 5
Private relief 6
Public relief and nonrespectable income 7
House Type Scale Excellent houses 1
(Weight of 3) Very good houses 2
Good houses 3
Average houses 4
Fair houses 5
Poor houses 6
Very poor houses 7
Dwelling Area Scale
(Weight of 2) Very
high: Gold Coast,
(Weight of 2) High: the better suburbs
and apartment house areas,
houses with spacious yards 2
Above average: areas all residential,
space around houses, apartment areas
in good condition 3
Average: residential neighborhoods,
no deterioration in the area 4
Below average: area not quite holding its own,
beginning to deteriorate, business entering 5
Low: considerably deteriorated, run-down,
and semi-slum 6
Very low: slum 7
Social Class
Categories for Warner ISC Scores
ISC
Score Social
Class Equivalent Population
Breakdown
12-17 Upper-upper class 1.4%
18-24 Lower-upper class 1.6%
25-37 Upper middle class 10.2%
38-50 Lower-middle class 28.8%
51-62 Upper-lower class 33.0%
63-84 Lower-lower class 25.0%
Weights and
Scores for Hollingsheads Index
of Social
Position ____________________________________________________________________
Scale item Description
Score
Occupation Scale Higher executives of large concerns, proprietors,
(Weight of 7) and major professionals 1
Business managers, proprietors of
medium-sized businesses, and
lesser professionals 2
Administrative personnel, owners
of small businesses, and minor professionals 3
Clerical and sales workers, technicians,
and owners of little businesses 4
Skilled manual employees 5
Machine operators and semiskilled employees 6
Unskilled employees 7
Education Scale Professional (M.A., M.S., M.E., M.D., Ph.D.,
(Weight of 4) LL.B., and the like) 1
Four-year college graduate 2
One to three years college (also business schools) 3
High school graduate 4
Ten to 11 years of school (part high school) 5
Seven to nine years of school 6
Less than seven years of school 7
Social Class Categories for
Hollingshead ISP Scores
ISP Score Social Class Equivalent
11-17 Upper class
18-31 Upper-middle class
32-47 Middle class
48-63 Lower-middle class
64-77 Lower class
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