Homework

1.Discuss the concept of “timestyle”. Based on your own experiences, how

might consumers be segmented in terms of timestyles?

‘Timestyle means the way a person choose to allocate their time for different
tasks, for example work or play.’
The concept of “timesyle” is different from one person to another, as a personal
plan depends on how you choose to organize your time and activities. People
chose to spend their time based on priority, importance and how much time
spent doing that activity. I think that to have a balanced timestyle you must follow
some steps like:
 Think about what daily activities you have to do
 Determine how much time you have available daily
 Allocate time to each activity
 Identify 3-5 compulsory and urgent daily tasks you have to do constantly
Timestyle have a significant impact on various aspects of consumer behavior.
There are 4 dimensions of timestyle:
1. Social orientation - this dimension refers to the categorization of
discretionary time as either time for self or time with/for others. The
motivation to classify a unit of time as time for others can be either
voluntary or obligatory.
2. Temporal orientation - the relative significance individuals attach to the
past, present or the future. It indicates whether people prefer to lookback
at events and accomplishments, live in the here and now, or look forward
to whatever may unfold.
3. Planning orientation - the style of time management. It involves a
continuum from analytic (people who plan very extensively) to
spontaneous (people who prefer not to plan at all). While analytic people
may plan their days in 15- or 30-minute intervals captured in a notebook,
spontaneous people may simply think in terms of “things to do soon”.
 4. Polychronic orientation - Preference for a polychronic, multi-tasking style
versus a monochronic, “one-thing-at-a-time” style. Some people approach
time linearly, attempting one task at a time, and are unable, or unwilling, to
juggle more than one thing in a given unit of time. Other people are quite
opposite, preferring to undertake multiple tasks at the same time, or at
least concurrently.
Based on my own experience, I will do a comparison between me and my best
friend, Delia, how differences in timestyles can affect consumer choices of
leisure services.
Social orientation Temporal Planning Polychronic
(self vs. others) orientation (past, orientation orientation
present, or future) (analytic vs. (polychronic vs.
spontaneous) monochronic)

Dennisa prefers to Dennisa is rooted in Dennisa avoids Dennisa

spend her free time the “here and now” making rigid plans ispolychronic,
with others present and prefers adept at multi-
spontaneity tasking
Dennisa chooses Dennisa chooses Dennisa chooses Dennisa chooses
leisure services that leisure services that leisure services that leisure services that
involve group and provide pleasant are not tightly involve multiple
team activities benefits structured and do activities
not require
significant advance
planning
Delia prefers to Delia thinks a lot Delia is an analytic Delia is
spend her free time about the future planner, frequently monochronic,
alone rather than and the kind of making to-do lists preferring to
with others person she might and writing all handle one thing at
become activities in a a time
planner
Delia chooses Delia chooses Delia chooses Delia chooses
leisure services that leisure services that leisure services that leisure services that
involve solitary provide are highly focus on only one
activities instrumental structured and specific activity
benefits such as time-bound
self-improvement
Thus, a leisure services marketer could target me, Dennisa, for a last-minute,
multiple-destination vacation that affords a multitude of pleasurable group and
social activities.
Instead a leisure services marketer could target Delia for a vacation package that
is planned well in advance and tightly scheduled; organized around one main
activity that affords knowledge and/or a new skill; and structured around
individual, rather than group learning.

2.What are some positive and negative aspects of requiring employees who
interact with customers to wear some kind of uniform or of mandating a dress
code in office?

The positive aspects are that it gives you as a customer, trust that is a reliable and
disciplined company, well developed. A uniform can give to employees a
professional appearance that can enhance the company's image in the eyes of
customers. It can help develop a sense of trust and recognition among your
customers, which is especially important in businesses where employees visit
customers in their homes, such as appliance installers and exterminators.
Uniforms can make employees feel that they are part of a team, which can foster
a sense of pride in their jobs and the company. Also, if the business requires that
employees venture out in public, a uniform can serve as a form of "walking
billboard." The uniforms can contain the name of the business as well as the
brand and advertising slogan to help potential customers identify the business.
The negative aspects are that a dress code might not always be very comfortable
for the employees, for example, a uniform made of heavy material may be
uncomfortable in hot weather, which can limit employees effectiveness. Another
negative aspect to uniforms is that employees that express themselves through
clothes may not like how the uniform looks on them, which can make them feel
self-conscious while wearing it. Also, some uniforms may encourage negative or
rude feedback from customers or the general public. A female cocktail server in a
bar who is required to wear a provocative uniform may have to endure bad
comments from male patrons.