MKT271 Homework: In-depth Analysis of Consumer Behavior & Marketing

This document presents solutions to a MKT271 marketing exam, addressing key concepts in consumer behavior and marketing strategies. It covers topics such as the meaning behind consumer purchases, positioning strategies and various dimensions for uplifting a brand's position, the role of sensory marketing in online retail, and the differences between behavioral and cognitive theories of learning. The solutions also delve into consumer involvement, the impact of digital technology on self-perception, and the implications of cognitive dissonance. Furthermore, the document discusses the effectiveness of verbal and visual messaging in marketing, the importance of understanding consumer decision-making processes, and the increasing prevalence of product placement. The document references academic sources to support its analysis and arguments.

INSTITUTION
NAME
PROFFESOR

Question 1
Products provide only minimum functional benefits. This is because most of the options of
the brands give basic features which are quite similar and consumers seek additional benefits
from the products beyond the basic facilities. (Pitta, 2007) People prefer the brand that has
personality and an image over all the similar things due to their constant underlying needs.
Any of the products can be picked up as an instance. Emphasis should be given to the
clothing brands of student wears. (Müge Arslan & Korkut Altuna, 2010)
Question 2
The fundamental part of an organization’s marketing performance is known as the
positioning strategy. This is because it utilizes factors of the marketing structure like prices,
the design of the product, marketing communication and distribution for affecting the
meaning of the interpretation of the consumer. (Larsen, 2017)There lie various dimensions
for uplifting the position of the brand in the marketplace. These dimensions are used by the
marketers and they include:
• The Price leadership: The face cream of L’Oréal’s Noisôme brand is available in the
beauty shops which are upscale The discount stores sell its Plenitude brand at one-sixth the
price of the original product even though both of the products are made out of the same
chemical formula. (Yano & Komatsubara, 2017)
• Attributes: “The Quicker Picker Upper” is the paper towels of Bounty.
• The class of the product: One of the sporty convertibles is The Mazda Miata.
• The competitors: With All State Insurance, ‘you are in good hands’.
• Occasions: When smoking is not allowed, one of the alternatives is Wrigley’s gum
• Quality: Primary targets of Levi’s Dockers are men of 20-40 years.

Question 3
Some of the essential sensory qualities like the sight of the design elements, colors, and even
sound can be experienced in the online platform. Sensory requirements can be met in the
business platform by focusing attention to design detail, color and description of the design
elements to the consumer. (Kahn, 2017) One of the examples is the Banana Republic, the
clothing site which highlights each and every detail of the fabric and pictures of the details to
its consumers. One of the disadvantages of the online retailers is that they have less capability
to manipulate the sensory experience of the consumer since shopping from home does not
provide the facility to smell or hear other than seeing.
Question 4
The students can prefer to support both the concepts of the argument under various concepts.
The idea that consumer decisions are made rapidly without much thought is supported both
by the behavioral instrumental conditioning and classical conditioning (Sarabia-Sanchez,
2005).However, the internal process of the mind is stressed by the cognitive learning theory
approach. According to this perspective, people are viewed as problem solvers who
effectively use global information for mastering their environment.
Question 5
The approach of the cognitive learning focuses on the importance of the internal procedure of
the mind. In contrast to the behavioral theories of learning, this approach sees people as issue
solvers who effectively use global data for mastering their environment (Shapiro, 2011).
During the process of learning, the supporters of this view also stress the position of insight
and creativity.

Question 6
Students are likely to agree with the statement if they have an inadequate understanding of
the process of involvement. It is to be made clear that one of the potential determinants of the
product involvement is the product price. It is the duty of the instructor to explain the role of
the personal relevance of the product to an individual. He should also point out that it is
influenced by the product, unique consumption situation and by the person. One of the best
exercises for the students would be the development of the list of items of high involvement.
They should also provide the estimated price for each other the item or simply note the items
as no expensive or expensive under its category. This type of charts and displays will
highlight the absence of the connection between price and the involvements. (Liefeld, 2004)
Question 7
Purchasers would more be able to effortlessly outline their ideal digital selves and even have
various forms over a few stages. Computerized things are cheap and all the more effortlessly
changed in accordance with experiment with various personas and investigate how unique the
digital selves feel (Pagani & Pardo, 2017).Because numerous consumption activities are
identified with self-definition, it isn't amazing to discover that customers demonstrate
consistency between their qualities and the things they purchase. Self-image congruence
models recommend that items will be picked when their properties are similar to some aspect
of the self. These models accept a procedure of cognitive matching between the attributes of
the product and the self-image of the consumers.
Question 8
Students will have solid suggestions about this new course. Numerous students will see the
progress emphatically and point to the way that Starbucks will additionally grow their income
possibilities and boost profit potential. This is because liquor item tends to convey high

margins. Other students will point to the way that Starbucks has worked hard to build their
image value and their personality is clearly established as an easygoing higher-end coffee
shop where buyers are allowed to take as much time as is needed. The reputation has been
earned with the steady image. Students may likewise begin to think about their own
encounters late around evening time amid exam season where a Starbucks area has served as
a refuge. Regardless of the fact, would it still be the situation if it completely grasps this
approach?
Question 9
The theory of cognitive disharmony expresses that when an individual is confronted with
irregularities among attitudes or practices, he or she will make some move to determine this
"discord," maybe by changing a state of mind or modifying a conduct (Wells & Martin,
2017). The theory has vital outcomes for attitudes since individuals are often confronted with
circumstances in which there is some dissension between their states of mind and behavior.
Hence, if an individual experiences negative data about an item after buying it, they may
rebate that data and focus on positive data that would reaffirm their explanations behind the
purchase.
Question 10
A verbal message is most appropriate for high-involvement situations since it requires more
effort to process. One of the examples is in printing context where the reader is encouraged to
pay attention to the advertisements. These messages require more frequent exposures to
obtain the desired effect since verbal material decays more rapidly in memory. Chunking
information during the time of encoding by the receiver is permitted in case of visual images.
This process results in the trace of a stronger memory that assists in retrieval over the time
frame. There are one or two ways by which the brand attitudes may get affected by the visual

elements. First, Consumer may form a perception of the brand and change his preferences
due to an imagery illustration. Example, in a study, people who viewed an advertisement of a
facial tissue accompanied by a picture of sunset had this perception in their mind that the
brand offers attractive color ranges. Secondly, attitudes of the bands can also be affected
directly. Example, a strong positive or negative reaction to the visual elements will affect the
attitude of the consumer towards the advertisement (Aad) that will then affect the attitude of
the brand (Ab) (Slater, Olson & Finnegan, 2010).
Question 11
While having a discussion on the utility of studying ration decision making or extended
solving of problems, it is important for the instructor to highlight the importance of the usage
of different methods for investigating the complicated nature of the decision making of the
consumer. It is also to be clear that other less utilized method also plays a role. For
understanding and applying experimental consumptions to the strategies of marketing, it is
essential to have more knowledge on how consumers develop their overall perception of a
product and how they utilize it in their decision making procedure. Contributions from
sociology and psychology will also be essential. The real challenge lies in the application of
this dissimilar data to the strategies of marketing (Faisal, 2016).
Question 12
Both the product placement blatancy and the popularity of product placement have been
increasing as a promotional technique. An agent’s phone rings at a 2005 episode of CSI New
York. His partner enquired about the song and he replied that it is the new cold play music.
He then goes on very apathetic. The obvious nature of the plug is transcended by the fact that
the first advertisement in the next commercial break is for the latest release of the Cold Play.

References
Faisal, A. (2016). Marketing Strategies in Online/Digital Marketing. Account And Financial
Management Journal, 1(8) http://dx.doi.org/10.18535/afmj/v1i8.01
Kahn, B. (2017). Using Visual Design to Improve Customer Perceptions of Online
Assortments. Journal Of Retailing, 93(1), 29-42.
http://dx.doi.org/10.1016/j.jretai.2016.11.004
Larsen, H. (2017). The 'mental topography' of the Shanghai city brand: A netnographic
approach to formulating city brand positioning strategies. Journal Of Destination
Marketing & Management. http://dx.doi.org/10.1016/j.jdmm.2016.12.005
Liefeld, J. (2004). Consumer knowledge and use of country-of-origin information at the point
of purchase. Journal Of Consumer Behaviour, 4(2), 85-87.
http://dx.doi.org/10.1002/cb.161
Müge Arslan, F., & Korkut Altuna, O. (2010). The effect of brand extensions on product
brand image. Journal Of Product & Brand Management, 19(3), 170-180.
http://dx.doi.org/10.1108/10610421011046157
Pagani, M., & Pardo, C. (2017). The impact of digital technology on relationships in a
business network. Industrial Marketing Management, 67, 185-192.
http://dx.doi.org/10.1016/j.indmarman.2017.08.009
Pitta, D. (2007). Selection as a new product development process: the case of Vertical
Branding, Inc. Journal Of Product & Brand Management, 16(6), 432-436.
http://dx.doi.org/10.1108/10610420710823807

Sarabia-Sanchez, F. (2005). Consumer attitudes towards the future and some purchase
patterns. Journal Of Consumer Behaviour, 4(6), 407-419.
http://dx.doi.org/10.1002/cb.27
Shapiro, S. (2011). Marketing thought and the further development of marketing
theory. Marketing Theory, 11(4), 479-481. http://dx.doi.org/10.1177/1470593111418803
Slater, S., Olson, E., & Finnegan, C. (2010). Business strategy, marketing organization
culture, and performance. Marketing Letters, 22(3), 227-242.
http://dx.doi.org/10.1007/s11002-010-9122-1
Wells, V., & Martin, D. (2017). Research frontiers in cognitive, socio-cognitive, behavioural,
social and applied psychology: implications for marketing theory and consumer
research. Journal Of Marketing Management, 33(11-12), 873-877.
http://dx.doi.org/10.1080/0267257x.2017.1337668
Yano, M., & Komatsubara, T. (2017). Price competition or price leadership. Economic
Theory. http://dx.doi.org/10.1007/s00199-017-1080-x