Q1.

People play different roles and that their consumption behaviors may differ depending on
the particular role they are playing. State whether you agree or disagree with this statement,
giving an example from your personal life.
Answer
I agree with this statement. People play different roles in their lives, such as parents,
friends, students, employees, etc. and their consumption behavior may vary depending on
the specific role they are playing. For example, I am currently a student, so I can pay for
clothes from local brands with cheap prices of only about 200000vnd-300000vnd for a shirt.
On the contrary, my father has a stable financial situation, he often prefers to use more high-
end brands such as nike, louis vuitton and the price of those products is quite expensive,
about 2 million to 5 million, even more than ten million.

Q2.List the three stages in the consumption process. Describe the issues that you
considered in each of these stages when you made a recent important purchase.
Answer
The three stages in the consumption process are pre-purchase, purchase, and post-
purchase. In the last time, I bought a mattress to lie on.
The first stage was before buying, because I just moved into a new hostel and needed a
mattress to lie on. I have researched about mattresses in many places both in person and
online. Then I went directly to the mattress king store to see, and I was also a bit shocked
when the price of that place was quite expensive, about 2 million and I finally went to shopee
and found a very affordable soft mattress. maybe only about 4-5 hundred thousand VND.
The next stage is to buy, I also compared with a lot of shops on shopee, only that place is
the most favorable price, and I also read a lot of reviews from buyers, everyone has very
good feedback about the mattress product. there and finally I decided to buy.
The final stage is after the purchase. I find their packing is very careful, the product is
vacuum sealed, so it's very compact, not too bulky and even better, it only took 2 days for
me to receive the goods. And up to now, it is more than 1 week of use, I am very satisfied
with the product, the mattress is very soft and not hard to sleep very comfortably. And I have
shared with many of my friends so they can refer to buy and use.

Q3.Collect an example of ad that rely on the use of metaphors or resonance. Do you feel
these ads are effective? If you were marketing the products, would you feel more
comfortable with ads that use a more straightforward, "hard-sell" approach? Why or why
not?
Answer
An example of advertising that relies on the use of metaphors or echoes is "The happiest
place on Earth." - Disneyland uses the metaphor of a "happiest place on Earth" to suggest
that their theme park is not just a collection of rides and attractions, but a magical, joyful
experience that will create lasting memories for visitors.
. I believe these ads are effective because they create a memorable, very unique, interesting
image and a strong connection between the product and the desired outcome. If I were
marketing a product, I would be comfortable with ads that use the "hard sell" approach
Because it would be different and more unique than conventional forms of advertising will
create breakthroughs and attract more customers.
Q4.What is motivational research? Give an example of a marketing study that used this
approach.
Answer
Motivation research is a type of marketing research that seeks to understand the underlying
motivations and emotional needs that drive consumer behavior. An example of marketing
research that uses this approach is the one done by Nike, which used motivational research
to understand why consumers prefer their brands over clothing brands. other sports. The
company has conducted research to understand the emotional factors that drive consumer
behavior, such as desire for achievement, motivation, and self-expression.

Q5.. According to balance theory, how can we tell if a triad is balanced or unbalanced? How
can consumers restore balance to an unbalanced triad?
Answer
According to equilibrium theory, a triple is balanced if the relationship between the three
factors is positive or if there is an odd number of negative relationships. If there is an even
number of negative relations, the triplet is unbalanced. The consumer can restore balance to
an unbalanced triad by changing the relationship between the factors. For example, if a
consumer has a negative attitude towards the product (A), but has a positive attitude
towards the person (B) who is using the product (A), they can restore the balance. either by
changing their attitude towards the product (A) or by changing their attitude towards the
person (B).