Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 15

Interview 10 male and 10 female students. Ask each to describe the typical owner or consumer of the following. If they do not specify, ask for the gender of the typical owner. Then probe to find out why they think the typical owner is of the gender they indicated. Also determine the perceived marital and occupational status of the typical owner and the reasons for these beliefs.
a. Pet snake
b. Pasta maker
c. Large life insurance policy
d. Power tools
e. Habitat for Humanity contributor
f. Personal fitness trainer