Consumers

Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska

Learning about Consumers

Internet Exercises

The globalization of businesses demands that consumer researchers have experience and knowledge about individual countries and international conditions. Go to http://disney.go.com and http://www.2000.disneylandparis.com/fr/introduction.htm and make a list of similarities and differences between cultures that are found on the two websites.
Learning about the consumer, some manufacturing companies go to great lengths to encourage information exchanges directly with their customers. Go to http://carsdirect.com, and select a make and model of a vehicle of your choice. Follow the steps as if you were to purchase the vehicle. At the end, report your level of comfort transacting such a purchase direct to the manufacture on line, compared to being on a dealerships' lot negotiating/purchasing the same vehicle.
Using exploratory research, identify three different types of consumers (e.g.., teenage girl, mother, and grandmother). First ask each of the three consumers how they feel about their body appearance. Next have them look at the following website http://www.victoriassecret.com/. After viewing the website, ask the three consumers once more how they feel about their body appearance. Do you find that the results from the three consumers vary with the example given in this chapter about the female college students and their feelings about themselves compared to the models in the ads? Report your findings to the class.

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