FAQ

5. Are there any experiential exercises?

Ans. Yes, every chapter has "Practice+Experience" assignments. See a sample below.

Practice + Experience

Q1. The chapter describes five segments of consumers based on their loyalty. Interview five consumers and identify which segment each of them belongs to, if any.

Q2. Put together a survey to measure (a) involvement, (b) brand loyalty, and (c) brand personality. Interview ten consumers asking them to describe their preferred brands of (a) a pair of jeans, (b) cars, (c) laptops, and (d) cell phones. Obtain these descriptions as open-ended answers (take notes). Next, have them fill out the survey for each product category. Analyze your data. For example, are brand loyalty scores higher for high involvement consumers? Are brand personality scores remarkable only for high involvement consumers? Do consumers’ open-ended descriptions hint their scores on the questionnaires? Explain your findings.