Date post: | 14-Apr-2018 |
Category: |
Documents |
Upload: | preethi-rajasekaran |
View: | 229 times |
Download: | 0 times |
of 19
7/30/2019 cbquestion bank.docx
1/19
Consumer Behaviour
Unit 1
1. What do you mean by consumer behaviour?
It is the study of why, how, what, where, and how often do consumers buy and
consume different products and services. In other words it refers to the
behaviour that consumers display in searching for, purchasing, using
evaluating, and disposing of products and services that they expect will satisfy
their needs.
2. What is the significance of consumer behaviour?
The goods we purchase and the manner in which we use them significantly
influence how we live our daily lives.
3. Who is an esteem buyer?
The one who prefer to purchase in prestigious stores and to purchase
for impressing others.
4. What do you mean by Black Box (in consumer behaviour)
A term used by marketing researchers to describe the consumers mind and to
indicate that what goes on inside is largely hidden from the researchers view.
5. What do you mean by impulse buying?
A type of low-involvement decision-making; purchases made with little or no
advance planning. Eg: buying a Ice cream while seeing the ice cream parlour.
6. What is demarketing?
The term demarketing refers to all such efforts to encourage consumers to
reduce their consumption of a particular product or service.
7. What is evoked set?
The specific brands a consumer considers in making a purchase choice in a
particular product category.
8. What do you mean by compulsive buying?
Most consumers engage in buying as a normal and routine part of their
everyday lives. But when buying becomes compulsive, the goal shifts from
obtaining utility from the purchased item to achieving gratification from the
purchasing process itself. Compulsive buying is chronic, repetitive purchasing
that becomes a primary response to negative events or feelings. It becomes
very difficult to stop and ultimately results in harmful consequences to the
7/30/2019 cbquestion bank.docx
2/19
individual and/or others.
9. What do mean by shoplifting?
Shoplifting is an example of a fraudulent or criminal type of deviant consumer
behaviour that involves the theft of retail merchandise during store hours by
someone who is shopping or pretending to shop.
10. List down the approaches to study the consumer behaviour?
Managerial approach
Holistic approach
11. Can you predict behaviour of consumers?
No. Behaviour is constantly changing.
UNIT II
1. What is an attitude? Explain.
Attitudes are an expression of inner feelings that reflect whether a person is
favourably or unfavourably predisposed to some object (e.g., a brand, a
service, or a retail establishment). Attitudes are not directly observable but
must be inferred from what people say or what they do.
2. What is personality?
Personality can be defined as those inner psychological characteristics that both
determine and reflect how a person responds to his or her environment.
3. Define the term consumer life style.
Life style can be viewed as a unique pattern of living which influences and is
reflected by ones consumption behaviour. It refers to the goal a person shapes
for himself and the ways he uses to reach it. Many products today are life
style products, that is, they portray a style of life sought by potential users.
In other words it is a Intrinsic psychological, socio cultural, and behavioral
characteristics that reflect how an individual is likely to act in relation to
consumption decision.
4. Explain the term motivation.
The driving force within individuals that impels them to action. (for eg., being
hungry motivates them go for food).
5. What is Emotional motives?
The selection of goals according to personal or subjective criteria eg. The
desire for individuality, pride, fear, affection, status etc.
7/30/2019 cbquestion bank.docx
3/19
6. What is Rational motives?
Motives or goals based on economic or objective criteria, such as price, size,
weight or miles-per-liter.
7. What do you mean by perception?
The process by which an individual selects, organizes and interprets stimuli into
a meaningful and coherent picture of the world. In other words giving meaning
to the environment.
8. What is selective perception?
Consumers actively seek out messages that they find pleasant or with which
they are sympathetic, and they actively avoid painful or threatening ones. Eg.,
heavy smokers avoid articles that link cigarette smoking to cancer.
9. What do you mean by subliminal perception?
It means perception of stimuli that are below the level needed to reach
conscious awareness.
10. What do you mean by learning?
It is the process by which individuals acquire the purchase and consumption
knowledge and experience that they apply to future related behaviour.
11. What do you mean by distributed Learning?
Learning spaced over a period of time to increase consumer retention.
12. What is massed learning?
Compressing the learning schedule into a short time span to accelerate
consumer learning.
13. Differentiate needs with wants.
A need is a basic requirement without which one cannot survive.
Eg: Food , water, Shelter. A want is a additional requirement other than need.
In other words when a need is being specified that becomes want.
E.g.: Bisleri bottled water, Kelloggs corn flakes.
14. What is AIOs?
They are psychographic variables that focus on activities, Interests, and
Opinions. It is also referred to as Life style.
15. What is classical conditioning or conditioned learning?
According to Pavlovian therory, conditioned learning results when a stimulus
7/30/2019 cbquestion bank.docx
4/19
paired with another stimulus that elicits a known response serves to product the
same response by itself.
16. What is Instrumental conditioning?
A behavioural theory of learning based on a trail-and-error process, with habits
formed as the result of positive experiences (reinforcement) resulting from
specific behaviours.
17. What do you mean by cues?
It is a stimuli that give direction to consumer motives (i.e., that suggest a
specific way to satisfy a salient motive)
18. What are external cues?
Cues external to the product (such as price store image, or brand image) that
serve to influence the consumers perception of a products quality.
19. What are intrinsic cues?
Physical characteristics of the product (such as size, color, flavour or aroma)
that serve to influence the consumers perceptions of a product quality.
20. What is dogmatism?
A personality trait that reflects the degree of rigidity a person displays toward
the unfamiliar and toward information that is contrary to his or her own
established beliefs.
21. What do you mean by foot-in-the Door technique?
A theory of attitude change that suggests individuals form attitudes that are
consistent with their own prior behaviour.
22. What do you mean by self concept?
Consumers have a variety of enduring images of themselves. These self images
or perceptions of self, are very closely associated with personality in that
individuals tend to buy products and services. In other words consumers seek to
depict themselves in their brand choices they tend to approach products with
images that could enhance their self-concept and avoid those products that do
not.
23. How does family life cycle influence consumer behaviour?
At each stage of the family life cycle needs different products and product
styles.
24. What is emotional buying motive?
7/30/2019 cbquestion bank.docx
5/19
Any factor which contributes to a customers impulse to buy certain
merchandise which is rooted in the customers self image and personal feelings
rather than in logical thought.
25. What do you mean by self image?
The individual has an image of himself or herself as a certain kind of
person, with certain traits, skills, habits , possessions, relationships, and ways
of behaving.
26. What is visual communication?
It is non-verbal stimuli such as photograph commonly used in advertising to
convey meaning to message.
27. What is semiotics?
It is the study of symbols and the meanings they convey. It is used to discover
the meanings of various consumption behaviours and rituals.
28. What is advertising Resonance?
Wordplay, often used to create a double meaning, used in combination with a
relevant picture.
29. Who are called as visualisers?
Consumers who prefer visual information and products that stress the visual,
such as membership in a videotape cassette club.
30. What are called as verbalisers?
Consumers who prefer verbal or written information and products, such as
membership in book clubs or audiotape clubs.
31 . What do you mean by inner-directedness
Consumers who tend to rely on their own inner values or standards when
evaluating new products and who are likely to be consumer innovators.
32. What do you mean by other-directedness?
Consumers who tend to look to others for direction and for approval.
Unit III
1. What do you mean by family?
A group of two or more people related by blood, marriage, or adoption, living
together in a household.
2. What do you mean by family life cycle?
7/30/2019 cbquestion bank.docx
6/19
The series of life stages that a family goes through starting with young single
people, progressing through married stages with young and then older children,
and ending with older married and single people. At each stage needs, income
and family composition change.
3. What is called as Reference group?
Those persons from whom an individual derives his values, standards, tastes,
etc. and on whom the individual moulds his attitudes and behaviour, i.e., group
that forms a basis of comparison for the individual.
4. What do you mean by consumer conformity?
The willingness of consumers to adopt the norms, attitudes, and behaviour of
reference groups.
5. What is meant by socialclass?
Social class is defined as the division of members of a society into a hierarchy of
distinct status classes, so that members of each class have relatively the same
status and members of all other classes have either more or less status.
6. What is Social comparison theory?
Individuals quite normally compare their own material possessions with those
owned by others in order to determine their relative social standing.
7. What do you mean by culture?
A way of living that distinguishes one group of people from another. Culture
is learned and transmitted from one generation to another.
8. What is Enculturation ?
The learning of the culture of ones own society.
9. What is Acculturation.?
The learning of a new or foreign culture.
10. What do you mean by consumer socialization?
The process, started in childhood, by which an individual first learns the skills
and attitudes relevant to consumer purchase behaviour.
11. What do you mean by subculture?
A clearly distinguishable subgroup existing within a larger surrounding culture.
Subcultures may be based on such factors as age or race or upon a form of
distinctive behaviour. In a marketing context subcultures may be used as a
7/30/2019 cbquestion bank.docx
7/19
basis for marketing segmentation.
12. What is cross cultural consumer analysis?
Research to determine the extent to which consumers of two or more nations
are similar in relation to specific consumption behaviour.
13. Explain Consumer Ethnocentrism.
A consumer predisposition to accept or reject foreign- made products. A person
with high ethnocentrism means he will reject the foreign made products and if a
person with low ethnocentrism means he will accept the foreign made products.
14.What is consumer Retention?
Providing value to customers continuously so they will stay with the company
rather than switch to another firm.
15. What is customer satisfaction?
An individuals perception of the performance of the product or service in
relation to his or her expectations.
Unit IV
1. Who is an opinion leader?
Opinion leader is a person who informally influences the actions or attitudes of
others, who may be opinion seekers or merely opinion recipients.
2. Who is an opinion Seekers?
An individual who actively seek information and advice about products
sometimes are called opinion seekers.
3. What do you mean by post purchase dissonance?
Dissonance or discomfort that occurs after a consumer has made a purchase
decision. He / She will try to reduce the dissonance by adopting various
ways based on their wisdom of their choice.
4. What do you mean by adoption process?
The stages through which an individual consumer passes in arriving at a
decision to try (or not to try), to continue using (or discontinue using) a new
product. The five stages of the traditional adoption process are awareness,
interest, evaluation, trail and adoption.
5. What do you mean by diffusion process?
It is concerned with how innovations spread, that is, how they are assimilated
within a market. More precisely, diffusion is the process by which the
7/30/2019 cbquestion bank.docx
8/19
acceptance of an innovation ( a new product, new service, new idea, or new
practice) is spread by communication( Mass media, sales people, or informal
conversations) to members of a social system( a target market) over a period of
time.
6. What are the categories of adopters?
A sequence of categories that describes how early (or late) a consumer adopts a
new product in relation to other adopters. There are five categories of adopters
they are;
a. Innovators
b. Early adopters
c. Early majority
d. Late majority
e. Laggards
7. Who is an innovator?
They are very few in numbers, but extremely adventurous people. About 2.5%
of innovators are always eager to try new ideas. They are risk loving sociable
cosmopolitan people who communicate a lot.
8. Who is an Early adopter?
They are generally the opinion leaders and role models. They have the
capability of influencing others, but, these people (about 13.5%) are not as
adventurous as the innovators. Innovators seek novelty, the early adopters will
checkout before accepting the innovation.
9. Who is an Early majority?
They are 34% of people adopt just prior to when gentry adopts. They actually
follow the opinion leaders, they are the followers of the opinion leaders, and
themselves can ever take up the position of influencer or leader.
10. Who is a late majority?
They are exactly another 34% of people are extremely skeptical in adopting
anything new. Their adoption takes place after the product is established in the
market. They are sometime guided by economic necessity, pressure for family
and other influencing group in adopting the innovative product.
11. Who is a Laggard?
7/30/2019 cbquestion bank.docx
9/19
They are about 16% of the people are laggards who are so traditional in their
attitude that they are unwilling to go through the learning process that is
required to understand the new product. It is very difficult to change their
attitude and their fixed concept that old is gold and new things should be dealt
with suspicion.
12. What is Engel - Kollat-Blackwell Theory?
A theory of buyer behaviour in which the individual's psychological makeup (his
personlaity, emotions, attitudes, etc) is believed to affect his mental process
and thus his behaviour in the market place.
13. What is Howard - Sheth theory?
A theory of buyer behaviour in which consumer buying is treated as rational and
systematic behaviour. The Howard Sheth theory attempts todescribe the
process occuring in an individual between the time stimuli (advertising
messages, etc.) are received and some form of buying response is initiated.
14. What is product disposition?
Disposing a product - keep it, get rid of it permanently, get rid of it temporarily.
15. What is consumer loyalty?
It is the degree to which consumer is sticking to a particular brand or a
Particular company.
16. What are the levels of Consumer decision making?
There are three levels of consumer decision making, they are extensive problem
solving, limited problem solving, and routinized response behaviour.
17. What is extensive problem solving?
When consumers have no established criteria for evaluating a product category
or specific brands in that category or have not narrowed the number of brands
they will consider to a small, manageable subset, their decision making efforts
can be classified as extensive problem solving.
18. What is limited problem solving?
At this level of problem solving, consumers already have established the basic
criteria for evaluating the product category and the various brands in the
category. However, they have not fully established preferences concerning a
select group of brands.
19. What is routinised response behaviour?
7/30/2019 cbquestion bank.docx
10/19
At this level, consumers have experience with the product category and a well
established set of criteria with which to evaluate the brands they are
considering. In some situations, they may search for a small amount of
additional information; in others, they simply review what they already know.
Unit V
1. How does marketers do on-line marketing?
E-mail, web casting, bulletin boards and web communities.
2. What do you mean by online marketing?
It includes placing ads in on-line, selling products in online. In other words it is
Creating an electronic presence on the Internet.
3. List out the advantages of online marketing?
Convenience, Information, Fewer hassles, Quick adjustments to market
conditions, Low costs, Relationship building, audience sizing.
4. List out the disadvantages of online marketing?
Not for every company, Not for all products, Expensive.
5. What is e shopping?
Consumer buying his goods and services through online.Eg. Rediff.com
(Shopping), indiavarth.com enables the consumer to buy products through
online.
6. Differentiate personal consumer and Organisational or Industrial
consumer.
Personal consumer
Personal consumer buys goods and services for his/ her own use, for the use of
his/her household, or as a gift for someone, e.g., tooth paste, TV, Books et. The
personal consumer is sometimes also referred to as end user or ultimate
consumer.
Organisational or Industrial consumer
Organisational buyers/industrial buyers are those who buy goods and services
for the purpose of further production, resale and redistribution. The industrial
buyer buys goods and services for the purpose of increasing sales, cutting costs
and supplying their products to the customers at the lowest costs consistent
with quality. Organisational consumers include profit and non-profit businesses,
government agencies and institutions, etc.,
7/30/2019 cbquestion bank.docx
11/19
7. Who are the participants in the consumer buying process?
Initiator
Influencer
Decider
Buyer
User
8. List out the stages of buying process.
Need recognition
Product awareness or information search
Evaluation
Purchase decision
Post purchase decision
9. Who are the participants in the industrial buying process?
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
10. Who is called as gatekeepers?
The people in a buying center within a firm who control the flow of purchasing
information within the organisation as well as between the buying firm and
potential
vendors.
11. List out the industrial buying process.,
Problem recognition
General need description
Product specifications
Supplier search
Proposal solicitation
Supplier selection
Order routine specifications
7/30/2019 cbquestion bank.docx
12/19
Performance review
12. What are the different buying situations?
a. Straight rebuy
b. Modified rebuy
c. New task.
13. What do you mean by consumerism?
It is a movement to inform consumers and protect them from business
malpractices.
14. What do you mean by virtual personality or self?
A notion that provides an individual with the opportunity to try on different
personalities or different identities, such as creating a fictitious personality in an
online chat room.
Big questionsUnit I
1. What is consumer Behaviour? What is the importance of studying consumer
behaviour?
2. How can the study of consumer behaviour assist marketers in segmenting
markets and positioning products?
3. How is the knowledge of consumer behaviour useful to the marketer?
4. In what aspects an urban consumer will be different from a rural consumer?5. What are the various shopping patterns of the consumers? Explain.
6. Explain the various approaches to study of consumer behaviour.
7. Define consumer behaviour. What is the interrelationship between the
consumer behaviour discipline and the marketing concept?
8. Describe the impact of digital revolution on marketing and on consumer
behaviour.
Unit II
1. Discuss the role of attitude in consumer decision process.
2. Why it is important for a successful marketer to clearly understand consumer
needs and motivation?
3. Explain the motivational process and role of motives
4. Marketers dont create needs; needs preexist marketers. Discuss this
7/30/2019 cbquestion bank.docx
13/19
statement.
5. What is learning? Explain the learning process of a consumer in a new buying
situation.
6. Explain the relationship between personality and buyer behaviour.
7. Explain the different motives behind the choice of low priced consumer items.
8. Discuss the significance of consumer perception in pricing and promotional
decisions.
9. Explain the concept of motives conflict in consumer behaviour.
10. How does self-concept affect consumer behaviour?
11. Explain the problems of Indian Consumers in relation to service
organizations.
12. What is the relevancy of Pavlovs theory in marketing?
13. Define selective exposure, selective retention and selective distortion.
14. Discuss the relevance of Maslows hierarchy in the context of needs of
Indian consumers. Explain the merits and demerits of the hierarchy.
15. Explain the factors that determine the receipt of external stimuli by a
consumer.
16. Explain what role age and life cycle play in forming consumer
perception.
17. What are various factors that influence consumer attitude formation?
Discuss consumer attitude formation regarding fast food.
18. Explain the measurement of attitude toward consumer behavour with an
illustration.
19. Explain the various buying motives with example.
20. What are stimulus generalization and discrimination learning and how are
they important to the marketer?
21. Explain Perceptual process and its impact on consumer behaviour.
22. What are the elements of consumer learning? How can marketers use
measures of recognition and recall to study the extent of consumer learning
process? Discuss in detail.
Unit III
1. Explain the influence of culture on consumer behaviour
2. Family is the learning ground for any consumer- Do you agree?
7/30/2019 cbquestion bank.docx
14/19
Substantiate your answer.
3. Briefly explain cross-cultural consumer analysis.
4. Does media patronage differ with social class? Explain
5. Explain the relationship between cultural settings and choice criteria of food
products.
6. Does product consumption differ with social class? Explain.
7. What is the role of reference groups in influencing the consumer behaviour?
8. What is reference group? Name two reference groups that are important in
you. In what way do they influence you in your purchasing behaviour?
9. Explain the various reference group types.
10. What is social class? How does it help marketers to devise their strategies?
11. Define the concept of culture. How does it affect the consumer behaviour?
12. Explain the techniques of measurement of opinion leadership and discuss
how does it influence consumer behaviour.
13. What are the systematic approaches to measuring Social Class? Explain the
impact of social class on consumer buying behaviour.
14. Culture is shared, dynamic and can be measured. Comment.
Unit IV
1. What is cognitive dissonance? How does it affect consumer behaviour?
2. What is meant by cognitive dissonance? How is it reduced?
3. Define the five types of adopter categories.
4. Explain how consumer behaviour applies to strategic marketing decisions.
5. Why is an opinion leader a more credible source of product information than
an advertisement for the same product?
6. Explain the factors that affect the diffusion of an innovation.
7. What is meant by automatic response behaviour?
8. What is meant by diffusion of innovation?
9. Briefly outline the application of consumer behaviour principles to strategic
marketing.
10. How does the study of consumer behaviour helps in marketing decisions?
11. Describe consumer adoption process.
12. Explan in detail the Howard-Sheth model of consumer behaviour.
13. Explain in detail the Engel-Kollat model of consumer behaviour.
7/30/2019 cbquestion bank.docx
15/19
14. What are the factors that influence the information search stage in
the consumer decision making process?
15. Write a detailed note on post purchase behaviour.
16. Explain any one model of consumer decision making process.
17. How do consumers reduce post-purchase dissonance? How can marketers
provide reinforcement to consumers after the purchase to reduce their
dissonance? Explain.
Unit V
1. E-Commerce necessitates new legislative measures for consumer protection.
Elucidate.
2. Explain the challenges of predicting the online consumer behaviour?
3. Discuss advantages and disadvantages of on-line marketing.
4. Describe the constituents of online buyer behaviour.
5. What do you mean by consumerism? Also explain the various consumer
protection measures in India for consumers.
6. Explain the industrial buying process.
7. Consumer haviour offers several aspectgs to the internet marketers. Do you
agree?
8. What are the factors influencing organizational buying behaviour? Explain
industrial buying behaviour process.
7/30/2019 cbquestion bank.docx
16/19
Part-AAnswerthe following questions in 50-75 words each. 10x 2 = 20Q-1 Define consumer behavior and describe its relevance in marketing decision making.Q-2 How would you formulate the Marketing Strategy for consumer behaviour?Q-3 Discuss and illustrate the Input, Output Process Model by means of a diagram.Q-4 What is a Reference group? Explain the Types of Reference group.
Q-5 What is an advertising agency?Q-6 What do you mean by advertising campaign?Q-7 What is E-Business?Q-8 What is the need to protect the consumer?
Q-9 Discuss the situational factors in buying.
Q-10 What are various sets for making the choice of a brand?
Part-BAnswerAny Three questions in 100-200 words each. 10x 3 = 30Q-1 What is Segmentation? What are its bases?Q-2 Explain culture and its characteristics.Q-3 What are the classifications of adopters?
Q-4 What is the importance of motivation in consumer behaviour?Q-5 Describe briefly the influences that affect or alter brand choices.
Part-CAnswerthe following questions in 300-500 words each. 10 x 5 = 50Q-1 How does the external environment help and influences the individual determinants inconsumer behaviour?
OrWhat are factors affecting the influence of reference groups? What are the bases of socialpower?
Q-2 How is consumer behaviour influenced by relationships within families? Discuss withcontext to various family types.
OrWhat are various types of diffusion? List and explain the factors that are responsible for the
spread of innovationQ-3 What are the sources of information and the factors leading to high and low informationsearch?
OrWhat are the factors leading to satisfaction and dissatisfaction and, what are the responses of
a dissatisfied customer?Q-4 What do you mean by Promotion Mix? Describe all its elements.OrDescribe the advantages and disadvantages of advertising and other promotional tools.Q-5 What do you mean by appeals? What are different types of appeals? Illustrate with
example.Or
What is Motivation? Explain Two Factor theory of Motivation.
7/30/2019 cbquestion bank.docx
17/19
Consumer behaviour Question Bank
Q.1 Briefly explain the VAL II lifestyles approach. How in your view is this explanation of lifestyles
segments useful in development of marketing strategy?
Q.2 How does the knowledge of personality help marketers develop suitable marketing
communication? How will you as a marketer use the knowledge of consumer personality to developadvertisement campaigns Describe in each case how the knowledge of personality has been applied.
Q.3 What do you understand by motivational conflict? Talk friends/close associates about some of
their recent purchases and collect from their examples of
1. Approach approach conflict2. Approach avoidance conflict3. Avoidance Conflict
What in your view is the application to which a marketer may put this knowledge ? (Faculty notes)
Q 4 Analyse the latest major organizational purchase within your own organization or any other
organization that your are familiar with respect of (June 2007)
1. Factors influencing the purchase decision2. Management of risk related to the decision
Q 5 As part of the urban administration, you want to change attitudes of young vers and promote safe
diving habits. Explain how would you use your understanding of the tricomponent model of attitudes to
plan your strategies for attitude change.
Q 6 Carefully study the Indian media for advertisements using celebrities. Find atleast three examples of
1. Celebrities used as experts2. Celebrities used for product endorsement
Celebrities used as spokesperson
Q 7 Taking a sample of ten families study the assignment of decision making roles in an Indian family for
1. purchase of consumer durables2. purchase of insurance3. long term investment decision4. health care service
Q 8 What are the factors that determine the extent of information search for products and
services : Explain with reference to the decision involving
1.
search for a restaurant for taking your family out for dinner2. search for a residential accommodation3. search for a pediatrician
Q 9 Read the case given below and answer the question given at the end of the case.
7/30/2019 cbquestion bank.docx
18/19
Q 10 What learning approach and principles would you use to teachconsumers about Medicine from Nature? (June 2000)Q 11 How would you establish a favorable attitude for Medicine from Nature?
Q 12 Develop an ad or marketing approach to create a positive attitude toward Medicine fromNature focusing on the -----------------component.
a. Cognitive.
b. Affective
Q 13 To what motive(s) would you appeal to induce consumers to use Medicine from Nature?
Q 14 Carefully study the organizational buying behavior in your own organization or any other
organization that you are familiar with. Based on your study, describe the environmental, organizational,
interpersonal and personal factors which influenced the last major purchases made by the organization.
Q 15 Describe the needs that the following products would satisfy. Based on your answer, in each case
suggest what appeals should the marketer use to motivate the customers to buy the products?
1. a music system2. a motorcycle3. a washing machine
Q 16 Identify one advertisement each, which in your view are based on classical conditioning,
instrumental conditioning and cognitive learning . Discuss each advertisement to explain how it utilizes
the respective theory of learning .
Q 17 How can a marketer use the understanding of self concept to develop marketing strategies for
product like mens suiting and cars? Briefly explain the meaning and significance of self concept for
marketing decisions by applying it to the above buying situations
Q 18.. For the following products, suggest the type of reference groups that can be expected to
influence the purchase decisions. Justify your answer in each case
1. expensive watches2. refrigerators3. vacation packages
Q 19 Which stage in the Product lifecycle would constitute the most lucrative segment for the
following products and why? In accordance with your answer, suggest the most appropriate
promotions strategies in each case. .(Faculty notes )
1. multivitamin capsules2. washing machines3. mouthwash4. Mutual funds
Q 20 Describe the role of cultural values in influencing consumer behavior. How would you, as a
marketer of credit cards utilize your knowledge of culture to market these products in India? Discuss in
detail
Q 21 How would the knowledge of social stratification and the influence of Social class on buying
behavior affect the development of marketing strategy for A shopping complex
1. A new magazine
7/30/2019 cbquestion bank.docx
19/19
2. A public service NGOQ 22 What are the factors that contribute to extensive search of information in consumer decision-
making and the factors that reduce the search for external information ? Discuss With reference to
the following purchase situations: Automobile repairs
1. Life insurance2. Soft drinks3. Pension plans
Q 23 Describe the decision rules or choice heuristics that you have used or would expect to use in case
of your own decision of the following. Justify your answer in each case :
1. Selection of a school for a child2. Buying your first computer3. Contribution to charity
Buying your residential house.
Q 24 How does the Howard Sheth model explain the consumer decision process? Describe in detail,
using the example of the last consumer durable purchased by your family (Faculty notes)
Q 25 Explain Attitude Toward-the-Ad Models. Discuss the strategic marketing implications of this model
Q 26. Explain how by altering components of the Multi-Attribute Model and changing beliefs about the
competitor's brands the marketers can alter consumer attitudes ?
Q 27 Distinguish between consumer behaviour and organizational buying behaviour. What buying
decisions do business buyers make?
Q 28. Define the term `Perception'. Explain the Weber's Law of the,j.n.d. Discuss the marketing
application of Weber's theory of j.n.d.
Q 29. What is "Self Perception Theory" of Learning ? Discuss the relevance of this theory from the
marketing strategy point of view.
Q. 30. What is Reference Groups? How do Reference Groups influence Consumers?