Week 4 – Discussions

Utilizing the REQUIRED ;text:

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson.

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Answer ;BOTH ;1 & 2:

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1. Family and Social Class

   ; One hybrid method of segmentation that examines both social class and
   ; geography is called geodemographic clustering. ; Visit the Nielsen website. Click on Zip ; Code ;Look-up tab, enter ;zip code 78108, and note the results. Then enter another that is
   ; different ;but within driving distance. Describe the segments
   ; and their characteristics and answer the following items in your post:

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   1. ;Is your family demographic information similar or ;different from the Prizm report? Explain.
   2. Explain your findings from the data as it relates to ;you as a consumer such as:
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• Does the report represent ;your buying behavior?
• Do the merchants and shops in ;your areas align with your demographic?
• Do you visit the merchants in ;your area or go out of the area? Why or why not?

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; ; ; ; ; ; ; ; 3. Compare and contrast the population median age, ;income, consumer spending and per ;household of the two zip codes. ;

• What are the similarities and differences between the geodemographic clusters?

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2. Subcultural and Cross-Cultural Influences ;

As companies look for additional opportunities to market their goods and ; services in new markets, they may consider transitioning into a new ; cultural environment. ; Even if the firm has done its homework, the ; transition to a new culture can be challenging. Research a product or ; service that has successfully transitioned from a single culture to either ; a subculture or cross culture. Answer the following questions in your ; post:

a. What challenges were faced?

b. ;How were they overcome? ;

c. What are the differences between both and the similarities?

d. Why are cultural differences sometimes easy to overlook?

e. Is the product successful in the “new” culture?