Question Nineteen

　　I think I'm catching a bad cold today. I have a headache. I've got a sore throat. I even cough some of the time and ache all over. Do you have a cold capsule and some cough syrup? I hope I can go to work tomorrow after taking all these. Could you recommend something ?

　　Question Twenty

　　These green and hard bananas aren't ripe enough to eat. These are overripe; they're soft with brown spots. The overripe ones are firm and just right for eating. If you want to cook with bananas ,the overripes are fine.

　　Question Twenty-one

　　Welcome to our chain store. We specialize in hamburgers and chicken. And we're having an introductory special. You can get free French fries with every sandwich order. Here is the coupon.

　　Part Three.

Questions 23 to 30.

　　Retailer: A person's life style has a significant effect on the purcharsing process. So how do I determine and understand the life style of my target market?

　　Sociologist : The consumer's activities , interests ,and opinions or AIO can be used to analyze life styles and their impact on purchase behavior. Activities, interests, and opinions are especially useful when they can be related to demographic data. Grouping people according to these three criteria will reveal substantial differences in product usage ,time spent shopping, enjoyment of shopping experience, location and hours of the store, and so on. A typical consumer AIO survey would include questions on membership , hobbies, travel, shopping, work, and entertainment activities , involvement in the home , the family, and community interests and feelings about economics, politics, and advertising. The use of the AIO measurement has also been called psychographics ;it is in the early stages of development.

　　Retailer :So the AIO survey of consumers is not enough. What else should I pay attention to?

　　Sociologist: Culture, social class, reference groups and class consciousness are social dimensions of life style that have an impact on purchasing behavior. A person's culture affects the importance of family ,religion ,education and other concerts. North Americans act differently than South Americans or Europeans because of their cultural heritage. For example, in the United States, purchasing decisions are more decentralized; religion has a declining impact on behavior. From a retailing perspective, the norms or standards of behavior that are influenced by culture are most important. Culture has an impact on all aspects of the purchasing process.

　　Retailer : How does social classes influence a person's purchasing behavior?

　　Sociologist :Lower-class consumers have limited information sources and seek local ,friendly retailers. Middle class consumers utilize media information and extensive search. They are willing to shop out of their neighborhoods. Upper-class consumers use media information and shop at prestige stores. For products or services that are conspicuous ,reference groups have an important role in the purchasing process. Those reference groups that are face-to-face have the most impact on the purchasing process. The different types and uses of reference groups need to be understood , As an example ,one's neighbours are a membership reference group. However ,a retailer must distinguish between the use of neighbours as a reference group by suburbanites and the use by city dwellers. The suburbanite will follow his or her neighbours and know them much better. City dwellers are more independent and know little about their neighbours.