CB DDB HWK2 - Consumer Behavior Homework P543&574 DDB...

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Consumer Behavior Homework – P543&574 DDB Dongni Wang Prof. Watson April 8 th , 2010 (Page 543) 1. a. Consumers who would consult consumer reports before making major purchases may have the following major characteristics. They tend to be married. Their households generally consist of more than six people, and there are usually more than four children at home. Both their income level and education level are high. These consumers are more likely to be influenced by people around them when they make major decisions. To consult consumer reports may help them find a solution acceptable by everyone. Because they have high incomes and they are well-educated, they have the ability to do more research in order to make a good buy. These consumers tend to rational in making purchase decisions, and they are likely to make extensive information search. For marketers, marketing strategies focusing on emotional appeals may be not that applicable for these consumers. b. Consumers who believe that information in advertising helps them make better decisions may have the following major characteristics. Their marital status is generally widowed or separated. For married consumers, their employment status tends to be either
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