WHAT IS CB, AND WHY SHOULD I CARE?

CB (Consumer Bahavior) 2nd Canadian Edition by Barry Babin Eric Harris Kyle Murray

(Solutions Manual All Chapter)

(For Complete File, Download link at the end of this File)

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Instructor’s Manual to accompany CB, Second Canadian Edition, by Babin/Harris/Murray

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CHAPTER 1

WHAT IS CB, AND WHY SHOULD I CARE?

LEARNING OBJECTIVES

After studying this chapter, the student should be able to:

LO1 Understand the meaning of consumption and consumer behaviour.LO2 Describe how consumers get treated differently in various types of exchange environments.LO3 Explain the role of consumer behaviour in business and society.LO4 Be familiar with basic approaches to studying consumer behaviour.LO5 Describe why consumer behaviour is so dynamic and how recent trends affect consumers.

SUGGESTED LECTURE OPENER

Consumer behaviour is driven by many things, including the weather. If your sprinkler breaks down during a dry, hot spell, you are likely to replace it quickly. However, you might have to travel to the back of the store before you get to the product you need, passing by fans, bathing suits, and air conditioners along the way. Savvy marketers use consumers’ seasonal needs to drive sales and promote other products. According to the Canadian Farmers’ Almanac, the country was in for an unseasonably cold winter heading into the 2015–16 season. This kind of prediction and information provides opportunities to marketers who might benefit from increased sales of certain products and services such as snow removal, winter clothing, winter athletic equipment, and snow tires, among many others.

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