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Consumer Behaviour 9e Barry J. BabinEric Harris All Cases
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,All Cases forConsumer Behaviour 9th Edition by Barry J. BabinEric Harris
CONTENTS
Case 1-1 IDEO: Consumer-Focused Innovation
Case 1-2 Born or Reinvented - Case Answers
Case 1-3 DemandTec By Acoustic Answers
Case 1-4 Sears The Death of a Giant Answers
Case 2-1 Self-Concept Self-Congruency Theory and Consumer Behavior Answers
Case 2-2 Maslow's Influence
Case 2-3 Narcissism Case Study - with question and answers
Case 3.3 IGeneration
Case 3-1 RateMyProfessors.com_Answers (1)
Case 3-2 Open Your Eyes
Case 4-1 Housing Options Answers
Case 4-2 Is Cash Really King
Case 4-3 Consumer Decision Making in a Pendemic
Case 5-1 Satisfied Customers Answers
Case 5-2 Susan G. Komen for the Cure_Answers (1)
Case 5-3 Wise or Weaponry Answers
Case 1-1 IDEO: Consumer-Focused Innovation
1. Where does IDEO get inspiration for its product designs?
Answer:
IDEO’s inspiration comes from the consumer. IDEO’s product development teams
use the “deep dive” process that consists of putting themselves into the consumers’
shoes. The resulting experience is very illuminating for the teams in understanding
the consumers’ needs and their challenges in owning and using a product. Without
direct personal experience, it is difficult to determine the features and benefits that
consumers will value the most. Optimal product design must happen from the
standpoint of the end user.
2. What kind of value do you think successful products deliver to consumers?
, Answer:
Successful products need to “do the job” and create a rewarding personal experience
for consumers. A well-designed product means that people enjoy using it as it makes
their lives easier or makes them feel good about themselves. There are many
dimensions of this “feel good” or hedonic aspect of product design. A person may
gain a sense of social status from owning an expensive car or may derive a sense of
freedom or empowerment from owning a fast car. The car is not just a thing that gets
people from one place to another; it also influences how they feel while driving it.
3. Why do you think having a product that simply works doesn’t always translate to
consumer acceptance?
Answer:
Consumers have many needs. These include both physical and psychological needs. A
product that works but is unpleasant in some way, such as hard to manipulate,
unattractive to look at, or reminiscent of something unpleasant, is likely to not catch
on. In today’s society, consumers have many choices as many competitors exist. For
example, when faced with a choice between a corkscrew that is easy to use and
beautiful to look at and a corkscrew that just “does the job,” a consumer will
probably choose the former.
4. What is the relative importance of the utilitarian versus the hedonic value of products, as
suggested by the work of IDEO?
Answer:
IDEO’s success seems to come from the understanding that utility alone is not
sufficient in a product, which is why their product development strategy requires
total immersion in the consumer experience. When a new product is developed that
solves a problem that no other product has solved before, then it is very likely the
utilitarian function will prevail. For example, the first mass-produced automobile, the
Model T Ford, came in one style and one color, with Henry Ford famously saying,
“Any customer can have a car painted in any color that he wants so long as it is
black.” General Motors challenged the Model T by introducing cars in different styles
and colors because there were consumers who sought variety, which is a hedonic
value.
, 5. Do you agree with Edison’s observation that “genius is 1% inspiration and 99%
perspiration”? Explain your answer.
Answer:
Students’ answers will vary. Insights don’t come out of nowhere. People who succeed
in solving problems usually have spent a good deal of time thinking about the
problem and looking at it. IDEO realizes that it’s not possible to solve consumers’
problems without understanding them first, which is why the “deep dive” process is
so important to the teams for developing a market. Since individuals are motivated by
a complex set of both utilitarian and hedonic values, the product that will deliver the
biggest bundle of value satisfaction will be the most appealing to consumers.
Case 1-2 Born or Reinvented in the “Foreign” Land? Examining Brands and Country
of Origin
1. Examine further the “2019 Ranking of Top 100 Global Brands”. Classify these brands while
considering the product category or sector and the country of origin. Can you detect a pattern?
For example, do you see that strong players in the automotive sector emerge largely in Western
Europe?
Answer:
It should be clear that automotive products do center largely in Western Europe. Also, many
of the technological products originate in the U.S. In fact, many of the products do come from
the U.S. From the table we also see that luxury products may tend to originate in France, at
least in the case of Chanel. These findings influence consumer perceptions and country-of-
origin effects. The intent of this question is to get students thinking about country of origin
effects and how they may play out across industrial sectors. Also, as the case emphasizes,
these effects do differ across demographics, education, and socio-cultural factors.
2. List ten brands that you have in your home. Then research to find the country of origin of all the
brands on your list. What do you find? How can marketing professionals make use of the
information that you have analyzed?
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