Consumer Behavior SCDL

Consumer Behavior - Set 1
Q1. Consumer Research is central to the success of a marketing strategy. Critically examine the above statement in
the light of the present business environment in India.
A. Consumer Research
Consumer Research is the systematic collection and analysis of consumer information for the purpose of important
decision making in marketing.
Consumer Research plays an important role in marketing process, helps in consumer measurement, market
potential, sales forecast, each element like product mix distribution mix, price effectiveness of an advertisement
campaign, consumer acceptance of a product. In the fiercely competitive situation, it is extremely critical for an
organization to monitor the customer satisfaction on a regular basis.
Consumer Research is primarily used for two applications. These are :
Routine problems analysis i.e., product potential, sales forecasting etc

Non-routine problems analysis i.e. new product launch, success of promotional schemes.
Relevance of consumer Research
Consumer Research has become extremely relevant especially in the present business scenario and the reasons can
be stated as under:
1) To day’s business decisions are extremely complex and a large number of variables are involved.
2) Globalization and liberalization has intensified competition and survival of an organization is at stake.
3) Optimization at all levels to reduce costs. An organization need to know the areas, which offer cost reduc5tions
without affecting the consumer expectations.
4) Employees and shareholders are becoming increasingly aware of their rights to participate in decision-making
process.
5) The tools used for research has increased and organizations are increasingly participating data mining.
Consumer Research and Analysis

Consumer Behaviour Environment
Marketing Strategy Development
Marketing Strategy Implementation
Consumer Research and Analysis
Need for Consumer Research
Marketers are often interested in knowing the feedback of consumers. As it has been discussed earlier the study of
Consumer Research is extremely important for the formulation of marketing strategies. A marketer would be
interested in knowing the answers to following questions:
How do consumers interpret information about marketing stimuli such as products, stores and advertising?
How do consumers choose from among alternative product classes, products and brands?
How do consumers form evaluations for products and brands?
How do consumers interpret the benefits of marketing offerings?
How do behaviour and environment affect consumer beliefs and attitudes?

Why are consumers more interested or involved in some products or brands than others?
How do marketing strategies influence consumer’s beliefs and attitudes?
Q.2. Define and explain the meaning of ‘Attitude”. Explain in brief the factors affecting the relationship between
Attitude, Belief, and Behaviour. Explain the two theories of Attitude.
A. A learned orientation or disposition, toward an object or situation, which provides a tendency to respond favourably
or unfavourably to the object or situation.
Attitudes are likes and dislikes.
Attitude is a combination of beliefs of consumers about the product attributes and the evaluation of these attributes as
being beneficial or not.
Factors affecting relationships between attitude, Beliefs and Behaviour
Lack of involvement
If the involvement of an individual in a particular issue is low, then the relationship between attitudes and behaviour is
also low.
Lack of purchase feasibility

An individual may be highly enthusiastic about the cars. He may collect as much information on cars as possible. He
may get totally attracted to the new ad of Toyota after seeing the ad and getting more information about Corolla. He
may form strong beliefs about the brand but such a belief may not lead to buy basically because the person may not
have the buying capacity. Thus a positive attitude may not necessarily lead to the act of purchase.
Poor attitude accessibility

Consumers retain brand beliefs in memory as scheme representing their associations with the brand. For these
beliefs to affect brand evaluations they must be accessible from memory.
Changing market conditions

One might have a very positive attitude towards a brand. He may have continued buying it for a long time. But if the
prices are suddenly increased beyond his acceptable level or if the brand vanishes from the market then he will have
no option but to go in for a different brand.
Lack of relation between values and beliefs:

An individual may well be aware of the risks of smoking the values an individual has towards smoking can be
negative yet the risks of smoking. The values an individual has towards smoking can be negative yet the believes the
he does not want to live longer than there will be no association between values and beliefs.
Theories of attitude
Congruity Theory
This theory was developed by C.E. Osgood and P.H. Tannenbaum, is build on the notion of positive and negative
attitudes and adds the concept of attitude strength. Congruity exists when a source and concept are positively
associated have exactly the same evaluations.
This theory helps to rate attitude on a quantitative scale from – 3 (highly unfavourable to + 3 (Highly favourable) with
a middle zero point. In order to obtain congruity one should take into account the direction as well as the strength.
Illustrate this theory with our earlier example of a salesman of microwave oven. Suppose that we are convinced that
the microwave is good and will meet our needs well, a rate of +3 may be given. However, if we develop a slight
unfavourable for the salesman, a rating of –1 will be given. According to the congruity theory, the final attitude
towards the oven is the differences between the two ratings, which in this case will be +1, the mid point between –1
and +3.
Final Rating of Oven

-3
-2
-1
0
+1
+2 +3
Sales Man
Microwave oven
Helder’s Balance Theory:

It maintains that people seek to achieve balance between their thoughts (Beliefs) and feelings (Evaluations). It is
mainly concerned with the transfer of information between people. There are three elements in attitude formation
The person
Other person and
Object
There are two generic types of relationships that exist between the elements. They are (1) linking or sentiment
relations and (2) unit relations.
Both the relations can be positive or negative. In a three-element system, balance will exist if all three relations are
positive or if two are negative and one is positive. Conversely, imbalance exists if all three are negative or if two
relations are positive and one is negative people have a tendency to perceive others and objects linked to them such
that the system is balanced. This theory is useful to marketers to find ways to communicate better.
Balanced situations
--
++
Object Object
AB
(Person) (Person)
a salesman of a microwave oven has approached you for selling it to you. The process will have three stages, which
are as under:
Stage – I
In the first stage the salesman show you the leaflets and understands you needs. He then matches the benefits of the
product with your needs, which leads to a positive attitude build by the trust you place on him.
Stage – II
After the sales talk you may either form a positive or negative opinion about the salesman. If you are favourable
towards the salesman to achieve stability you will also form a positive opinion about the oven. If you are unfavourable
towards the sales man you will also be unfavourable towards the oven.
Q. 10. Explain the characteristics of Organizational Buyers, State the factors affecting organizational buying
behaviour and clearly differentiate between organizational buying and individual consumer buying behaviours.
A. Organizational Buying differs largely from consumers buying. One of the salient features of organizational buying
is that it is basically a rational buying process. This means that organizational buying is based purely on utilitarian
concept. There is nothing called hedonic buying. By principle, organizational buyers do not bring in emotions in their
buying process and as such emotional appeals do not make any impact on their buying process.
Factors affecting organizational buyer behaviour

Environmental factors
Physical: climate, Geographical location.

Technological: Procurement related to inventory.
Economic: Price Credit, cost, inventory etc.
Political: Tariff barriers, Defense spending, lobbying
Legal: Local, State, Central regulations
Organizational Factors
Tasks: Buying task performed to achieve corporate goals

Structure
Technology
People
Interpersonal factors
The buying Center: Comprises of those people who interact during the buying process (Decision makers)
Buying center roles i.e. initiators, influences, buyers, deciders, gatekeepers.
Power Relationships: Invisible nature of power wielded by individual in an organization

Individual factors
Motivation of buying personnel

It is well-known fact that the buyer’s overall responsibility is to buy efficiently and at the best possible terms and
conditions so as to reduce overall costs of purchase. The purchase department has targets set for them at the
beginning of every year.
Perceptions of buying personnel

It is to be clearly understood that although the personnel involved in the buying professional are rational, being
human beings, they have their own perceptions. Sellers need to work around their perceptions to effectively achieve
their goals. It is known fact that sellers try to collect as much information about the buyers so that they are in better
position.
Learning of buying personnel

Organizations take special efforts to train their personnel in improving their buying skill sets. Often, such personnel
are not for advanced training programs to sharpen their skills.
Organizational V/s consumer Buying
Geographical concentration
Organizational buyers are concentrated in specific locations. Such concentration can be due to number of reasons
like infrastructure availability, nearness to port, and closeness to raw material supply points.
Fewer, larger buyers

Organizational buyers are considerably fewer in number then the individual consumers but at the same time, these
are very high volumes. Companies like Bajaj Auto, Telco, Maruti etc are huge buyers having purchase running in
hundreds of crores.
Vertical or horizontal markets

When the product of the seller is such that it has a universal application, then it can cater to a large number of buyers
in diverse industries. Computers are used in automotive, chemical, pharmaceutical, textile and other industries.
Similar is the case with seller of generating sets, transformers, stapler pins and so on. There is the case with sellers
of generating sets, transformers etc are referred to as horizontal markets. Sellers who cater to the needs of buyers in
one particular industry will have vertical markets.
Fluctuating demand
Organizational buyers do not have uniform demand. This is because the demands are directly related to consumer
demands. In India for example the industrial demand goes up just before the festival season.
Q.12. Define consumer learning Explain the various components of learning process.
A. Consumer learning: Learning is defined as a permanent change in the behavior of consumer as a result of past
experience.
Learning involves change in behaviour. It is a process it can occur by increase in knowledge through reading of
books, articles, observation, and thinking and through discussions.
Components of learning process
Everyday an individual receives a variety of stimulus inputs. When a specific stimulus becomes associated with a
specific response in a sufficiently permanent manner then the occurrences of the stimulus tends to bring a particular
responses. The components are as under:
Drive
Drive is said to be a strong stimuli that forces action. The drive arouses in an individual an urge to respond to the
stimuli and thus forms the basis of motivation. One needs to differentiate motive from a drive.
Cues
A cue is an object existing in the environment, as perceived by the individual cues give direction to the motives.
Hence marketers need to determine the conditions that a cue will increase the probability of getting a specific
response.
Responses
A stimulus leads to responses. It is the reaction of an individual to a stimulus. Such a response may be in the physical
form or maybe in terms of complex phenomena such as attitudes, perceptions etc. psychologists have the opinion
that responses must be operationally defined and physically observable.
Reinforcement
Reinforcement is a very basic condition of learning. Without it we cannot observe any measurable modification of
behaviour. Reinforcement is closely associated to the psychological process of motivation. Reinforcement refers to
those environmental events.
Retention
The stability of learned behaviour maintained by the individual over a period of time is called retention. Under
repeated conditions of positive reinforcement, there is a tendency for the condition response to continue for a long
period of time.
Q. 14. Explain the various Attitude measurement techniques. It is possible to change the attitude of consumers
towards products and brands?
Attitude Measurement Techniques
Thurston Scale:
This scale also known as thrustone and clave scale is one of the best technique of measuring attitude with the help of
equal appearing intervals. In this large number of statements are collected regarding a subject. This can be done
through past experience, brain storming, expert opinions etc Thurstone and Clave had collected 130 statements
regarding the attitude of the respondents towards church. Respondents were asked to sort these statements into 11
piles evenly divided into those having extremely favourable to extremely unfavourable attitude.
Summated Rating Scale
Ø The methodology used in development of this scale for the purpose of attitude measurement is as under:
Ø Researcher collects a large number of statements and eliminates those, which are ambiguous, irrelevant or
deficient.
The remaining statements are administered to one or more respondents for there reaction using a five point rating
system i.e. strongly approve, approve, undecided, disapprove and strongly disapprove.
Scalogram Analysis
Guttman proposed this attitudinal scale. This method of scaling is based on the assumption that, an individual with a
more favourable attitude score than another must be just as favourable or more favourable in his response to every
statement.
Semantic Differential
This technique involves three dominant factors viz. evaluation potency and activity factor. It is a bi-polar scale
confirming to the basis concept of motivation, attraction or repulsion from an object. Here respondents are asked to
give their opinion on the several point scale.
Attitude Change
Beliefs are easier to change than desired benefits

Desired benefits are more enduring, ingrained, and internalized than beliefs as they are more closely linked to
consumer values. A manufacturer of pain relievers produces a brand that consumers regard as significantly stronger
and as providing more immediate relief. But however may consumers put more value on the benefits of a mild safe
brand that doctors recommend.
Brand beliefs are easier to change than brand attitudes

Cognitions are easier to change than affect. A change in beliefs precedes a change in brand attitudes. When
consumers are involved. Changing their beliefs is easier than changing brand attitudes.
For hedonic products, attitudes are a more relevant, vehicle for change than beliefs
When consumers buy a product based on emotion or fantasy, they are relying on affect rather than cognitions. Hence
attitudes are more relevant strategic vehicle for change.
Attitudes are easier to change when there is a low lever of involvement

Consumer attitudes are easier to change if there is little self-identification with the product, little emotional attachment
to it and no badge value associated with it.

Q.9. Explain with suitable examples with the importance of customer satisfaction in today’s
environment. Describing the various sources of customer dissatisfaction. Explain in brief
various measures that can be used for enhancing customer satisfaction.
Source of customer dissatisfaction
When the expected needs of the consumer are met, Consumer Satisfaction occurs. When
the consumer gets a value from the product or service in excess of his expectation we say
customer delight occurs. Such situation may occur due to many reasons.
Lack of experience with an existing product when a customer buys a CD-Rom package, he
may not know what to expect, since this may be his first experience at buying the package
The product under consideration may be new product or an innovation. Doing marketing on
the Internet
The quality of service varies spontaneously. Many customers having air travel fright expect
that the plane should land smoothly every time. But this may not be possible every time
since it depends on the climate, mood of the pilot etc.
Enhancing Consumer Satisfaction
Customer satisfaction is a continuous process, which does not being, or end with a purchase
it covers the entire ownership experience, from selecting a product, to purchase through
after sales service to repeat purchase. Customer satisfaction process has three phases,
which are as under:
Pre-sales
During sales
After sales
Pre-sales
During this stage the customer’s expectations start developing through the various
marketing stimuli like advertising, word of mouth, product packaging etc. here the critical
issue is the availability of clear and useful information on:
Ø The product or service

Ø Its quality aspects
Ø Core benefits
Ø Price
Ø Availability at sales outlets
Ø How to obtain it.
During sales:
When the customer is experiencing the use of the product to his specific needs through the
product catalogue or a sales talk of sales persons for this to happened, the followingneeds
to exist.
Ø Opportunity to inspect the product

Ø Attractive sales environment
Ø Courteous and attentive service
Ø Reasonable and reliable delivery
Ø Enhancing the quality of goods or services
Ø Prompt redressed in case of complaint receipt.
Ø Freedom to choose without undue sales pressure
After sales
It refers to the period when the customer has started using the product or service to meet
his specific needs. This will include the following:
Ø Necessary support or advice to be provided.

Ø Prompt replacement or refund if necessary
Ø A smooth and straight forward complaints procedure
Ø Efficient repair and maintenance service.
Ø Efficient and effective consumer follow-up process.
Q. 1. ‘A detailed study of consumer behaviour is essential for the success of any business
organization in the present environment’. Examine the statement in the Indian context.
A. Consumer Behaviour
Consumer behaviour is defined as “the dynamic interaction of affect and cognition,
behaviour and the environment by which human beings conduct the exchange aspect of
their lives.” Means that the buying actions of consumers are greatly affected by their
thought process and their feelings experienced.
Scope of consumer behaviour

Consumer behaviour can be looked upon as a study of how individual make decision on how
to spend their available resource like time, money and effort on various consumption-
related items. A marketer is interested in knowing answers to the following questions
Ø Why do consumers buy a particular product/service brand?

Ø How do they buy them?
Ø Where do they buy these products?
Ø How often do they buy them?
Ø When do they buy them?
Ø How often do they buy them?
Importance of Consumer Behaviour
The present business scenario is extremely complex and some highlights of it are as under:
Ø Ever increasing intensity of competition

Ø More aggressive competitors emerging with greater frequency
Ø Changing bases of competition.
Ø Geographic sources of competition are becoming wider.
Ø Niche attacks are becoming frequent.
Ø Pace of innovation is rapid.
Ø Price competition becoming more aggressive
Ø Product differentiation is declining.
Focus plans of firm’s marketing function
Customer Driven
Mission and Values
Customer Driven
Strategy
Customer Driven Goals
Customer Retention
New Customer
Customer Driven Rewards
Characteristics of consumer behaviour
Consumer behaviour is dynamic
The feelings, thinking, perceptions and actions of the consumers and the society at large
keep changing frequently.
Consumer behaviour involves interactions
Consumer behaviour involves interactions among people’s thinking, feelings, and actions,
and the environment. This forces marketers to understand three things:
Ø What products and services mean to customers.

Ø What influences shopping purchase and consumption?
Ø What consumers need to do to purchase and consume products and service?
Consumer behaviour involves exchange
Consumer behaviour involves exchanges between human beings. People give up something
of value to others receive something in return.
Problems in consumer behaviour
The problem in it is the lack of unified, well-defined and established theory on consumer
behaviour. What we have only relevant ideas on buying behaviour. These ideas are based
on their studies of:
1. Economics
2. Psychology and psychoanalysis
3. Social science
Q. 5. Short notes on Perceptual Selection, Price-Quality relationship and Risk Perceptions.
A. Price-Quality Relationship
Various research studies indicate that there is a strong relationship between price and
quality.
Ø Consumers lack product knowledge and use as quality index.

Ø The source of price information is credible.
Ø When the product differentiation is large (Eg) Mercedes Benz, Rado Watches and Cross-
pens etc.
Risk Perceptions
Factors affecting perceived risks
There is very little information about the product for example in case of pharmaceutical
products consumers do not like to go in for alternative products unless they re-consult the
doctor.
Ø The product is new

Ø The product is technologically complex eg. Laptop
Ø The price is very important to the consumer. For example, purchase of a car or purchase
of residential flat.
Ø Price is very high eg. Jeweler.
Ø Consumers have little knowledge and confidence in evaluating the brands.
Ø Perceived absence of product definition when two products are absolutely similar the
choice is difficult and people go by the name of the manufacturer.
Selective perception
Consumers in United State are exposed to about six hundred advertisements everyday. In
India number is about thirty per day. Each consumer perceives a marketing stimulus
selective because every individual is different as regards to his needs, attitudes, experience
and personal characteristics.
Selective perception means that two consumers may perceive an identical marketing
stimulus, which may be an advertisement, packaging or product very differently. One
consumer may perceive a Maruti van to be highly vulnerable and risky for the body and in
case of head on collision, the car will become highly useful and risky for the passengers
inside while another may perceive the Van to be a highly useful car because of its spacious
and large seating arrangement. Similarly followers of ayurveda regard pure ghee to be
highly useful because of its medicinal value while the followers of allopathic regard pure
ghee as a source of high calorie content and hence not useful.
Q. 4. How can the principles of instrumental conditioning be applied in advertising? In what

way do applications of instrumental conditioning differ from those of classical conditioning?
Application of Instrumental conditioning in Marketing
Unrewarded
Unrewarded No Power
Unrewarded No power
Try Brand C
Try Brand
B
Try Brand
A
Stimulus Situation (need for a good automobile)The concept of habit formation in case of a
product purchase can well be explained with the help of this conditioning. If a consumer
uses a particular shampoo for some time and realizes that his problem of dandruff n
substantially reduced. This positive reinforcement become instrumental in motivating the
individual to buy the same shampoo again and again in the future. Automobile dealers are
extensively applying this conditioning. They motivate potential customers to take a test ride
of their automobile. When the individual gets satisfaction of a drive, he gets motivated to
buy the automobile.
Model of Instrumental Learning
Classical conditioning:
This theory is based on the postulate of the existence of two stimuli namely, primary and
secondary and the two are in association with each other. As the association between the
two stimuli becomes strong. It leads to the same reaction being yielded by the secondary
stimulus as the primary.
This theory is based on the experiment conducted by a psychologist, pavolv’s experiment

was conducted with the help of dogs. Whenever Pavlov gave food to his dogs.
Classical conditioning is more effective when the conditioned stimulus is new i.e., the
product should be new.
Unconditioned Stimulus
(Food)
Unconditioned Response
(Salivation)
(Food)
(Ringing of Bell)
(Salivation)
(Salivation)
Instrumental Conditioning
This also requires development of link between stimulus and the response. Here the
individual determines that response which gives him greater satisfaction and the response is
within the conscious system of the individual. This learning is based on the research of the
American psychologist, Burruhus Skinner. According to him the process of instrumental
conditioning rests on the unconditioned stimulus after certain behaviour. The unconditioning
response is said to be the positive or negative reinforcement of the performed behaviour.
While analyzing the consumer behaviour, consumers learn through trail and error process,
in which some purchase decisions can have favourable outcomes. If hypothetically, Pavlov’s
dogs were given two levers. One that gives food to the dogs when operated and the second
which given an electric shock. When the dogs use these levers, they would after repeated
experience, use only that lever which gives food.
Behaviour B
Punishment
Weakening of Behaviour
No Rewards
Behaviour C
Neutral or
No Change
Behaviour A
Reward
Strengthening of Behaviour
Three types of reinforcement in Instrumental Conditioning
Q. 8. Explain the meaning of Consumerism. What were the efforts taken by the Government
of India towards protection of Consumer rights? Explain the limitations for the growth of
Consumerism in India.
Consumerism
It is defined as the organized movement of the citizens and the Government to enhance the
rights and power of consumers in relation to the sellers.
The basis of consumerism is to protect the consumers from the immoral practices conducted
by the marketers. Such practices may be high process, high – pressure selling, unsafe
products to influence people.
Efforts taken by Government towards the protection of consumer rights
Statutory regulations enforced by the Government to protect the consumer interest are as
follows:-
Trade Marks and Merchandise Marks Act, 1958

Sale of Goods Act 1935
Drugs Control Act 1950
Prevention of Food Adulteration Act 1954
Essential Commodities Act 1955
Trade Marks and Merchandise Marks Act, 1958
The Monopolies and Restrictive Trade Practices (MRTP) Act, 1969
Packaged Commodities (Regulation) Order, 1975
Consumerism in India has not progressed because of various reasons, which are as under:
Ø Vastness of the country, imbalance in distribution of wealth, backwardness

Ø High rate of illiteracy and ignorance
Ø Traditional outlook of the people to suffer in silence, lack of information and education
Ø Inability to understand the technical complexity of the goods and accepting
manufacturers at face value
Ø Consumer’s tendency to get carried away by the clever advertising and promotion tactics
Consumerism is still in its infancy stage and hence is not developed and organized. The
existing laws are incapable of effectively implementing and enforcing the objective.
Consumerism is the shame of the total marketing concept. Every organization should take
marketing decisions keeping in mind the organization long term interests, the consumer’s
long-term interests, and society’s long term interests.
In India the developing economy the plight of the consumers is not different from that of
their counter parts in the rest of the world India consumers are not all well educated and
hence are unable to comprehend and understand the complex methods of marketing.
Consumerism is said to be still its infancy stage. But the consumer movement is slowly
gathering momentum. At times, there is deliberate attempt on the part of the marketer to
adopt misleading, false or deceptive advertisements, where only half truths are offered to
the consumers, so as to give a different impression and create a different image as
compared to the actual fact.
Pre-liberalization era consumers in India had hardly any voice as regards to their rights in
relation to the sellers. The market has been flooded with goods and services and services
and it has become difficult for the consumers to ascertain the quality or utility of these
goods and services.
1. It constitutes the moral factor of personality:-

Ego
2. JND is that difference below which consumer perceives a difference.
False
3. __________ attempts to define good and bad and induces a person to attain perfection.
Superego
4. Name the market whose product has a universal application:
Horizontal
5. Question Characteristics of Reference price :-
Correct Answer Changes, More knowledge less price range
Your Answer More knowledge less price range
6. In Which model, Consumers identifies the attribute of the product he is interested in and assigns weight age?
Lexicographic model
7. In________________ Approach marketers consider rural markets to be totally different from the urban market
Differentiated
8. Select The Blank
Question Individuals have a specific perception and image of themselves called ________.
Correct Answer Self concept
Your Answer Self concept
9. True/False
Question Consumer has a right to voice grievances or suggestions.
Correct Answer True
You’re Answer False
10. Multiple Choice Single Answers
Question It is a method of collecting past and current data by recording information :-
Correct Answer Observation survey
Your Answer Questionnaire method
11. Habit occurs in the absence of
Information seeking
Evaluation of alternatives
12. _________occurs when expected needs of customers are fulfilled
Satisfaction
13. Multiple Choice Single Answers
Question What is 'Conative' component of decision making?
Correct Answer Purchase decision
Your Answer Purchase decision
14. It is a malpractice done by supplier to fix price in terms of sale to lessen competition
- Resale price maintenance
15. Lack of customer _________leads to brand extinction
Satisfaction
16. Rural respondent generally can't be interviewed individually
True
17. Superego operates at concsious and uncounsious level
True
18. Toilet soap brand with higher penetration in india is
Lifebuoy
19. Question Correct Answer Your Answer
Intuitive thinking Least price conscious Least price conscious
Aggression, hunger, sex Id Id
Sensing-thinking type personality Own decision maker Own decision maker
Sensitive thinking Short term consideration Short term consideration
20. ____________occurs when the consumer gets value from product is more than his expectations.
Discrepancy
21. _______ approach does not include the developing of questionnaire and involves less bias
Observation survey
22.Characteristics of rural market are:
Low density of population
Low infrastructure level
23. Type of personality are:
Extrovert
Introvert
24. Economic factors affecting organizational buying are
Credit
Price
25. Brand beliefs are formed by ________ learning in low involvement hierarchy
Active
26.
Self sufficient in food grains at - house hold level
Irrigated land to land dependent on rains ratio - 30:70
Number of villagers with no primary school within 1 km radius - 1.8 lakh villagers
Number of villagers with drinking water problem - 4.5 lakh villagers
27. the most important factor in buying low involvement product is:
brand
28. The production of crops like sorghum, pearl milet, barley and ragi has gone down over the years.
False
29. Anything which is different from what is normally expected tends to attract attention
True
30__________color conveys a friendlier message.
Blue
31. Question Trait theory is based on the following assumptions:-
Correct Answer Relatively stable behavioral tendencies among individuals, Difference in the degree to behavioral
tendencies, Relative differences help in characterizing their personalities
32. Primary data has been collected earlier for some other purpose
False
33. Question Measures by government to protect the interests of consumer are :-
Correct Answer Expansion of public sector, statutory regulation
Your Answer Expansion of public sector, Expansion of private sector, statutory regulation, Restrictive trade practices
34. Sellers who cater to the needs of buyers in one particular industry is known as __________ market
Vertical
35. Which of the following refers to those environmental events which increase the likelihood of specific response in
the future
Reinforcement
36. The percentage of rural population of rural population of total national population is approximately
70%
37. ________________theory is relevant and important for involving products
Cognative
38. The feeling generated due to Id or superego are ascribed to other person to release tension. This defense
mechanism called
Identification
39. Multiple Choice Single Answer
Question It occurs when two stimuli are seen as similar and effects of one substitute for the effects of the other :-
Correct Answer Stimulus generalization
Your Answer Stimulus generalization
40. Important steps of cognative process of brand evaluation are
Purchase decision
Evaluate brands
Form brand beliefs
41. Various malpractices prevalent in the society are
High pressure selling
High Price
42. Question Types of restrictive trade practices are :-
Correct Answer Full time forcing, Area restriction, Predatory pricing
43. True/False
Question Perceptual vigilance helps consumers to collect more information on products about their benefits before
purchase.
Correct Answer True
Your Answer False
44. Select the Blank
Question Involvement is ________ needs specific.
Correct Answer Consumer
Consumer behavior - Set 4
Multiple Choice Single Answer
Question Factor of convenience in purchasing :-
Correct Answer Is very important
Your Answer Is very important

Question Industries in India depend to a major extent on :-
Correct Answer Rainfall
Your Answer Rainfall
Select The Blank

Question With consumers becoming more cost-conscious, they are now more ________ to pay
premiums for brand.
Correct Answer Reluctant
Your Answer Reluctant
True/False
Question Proper analysis of characteristics of social class helps the marketers to gain better
understanding of target market.
Correct Answer True
Your Answer True
True/False
Question Consumers who are highly involved in product are information gatherers.
Correct Answer False
Your Answer True
True/False
Question Print media is the most important vehicle for communication for low involvement
products.
Your Answer True
Multiple Choice Multiple Answer

Question Characteristics of EBM model are :-
Correct Answer Coherent , Flexible
Your Answer Coherent , Flexible

Question States with poor unemployment level are :-
Correct Answer Bihar , West Bengal
Your Answer Andhra pradesh , Bihar , West Bengal
True/False
Question Unforeseen factors can also affect the purchasing organisation or supplies.
Correct Answer True
Your Answer True
Select The Blank

Question Attitudes with________ of involvement are relatively easier to change.
Correct Answer Low level
Your Answer Low level

Question Pulse Polio Movement conducted by Govt. of India through media advertisement is based
on advertisement by :-
Correct Answer Influential Personalities
Your Answer Influential Personalities
Select The Blank
Question ________ data has the possibility of becoming outdated.
Correct Answer Secondary
Your Answer Secondary

Question A more isolated style becoming more predominant is an outcome of :-
Correct Answer Increased TV channels and electronic media in India
Your Answer Increased TV channels and electronic media in India

Question Persons with high authority are accorded :-
Correct Answer High status in the society
Your Answer High status in the society
Select The Blank

Question ________ leads to either satisfaction or dissatisfaction to the consumer.
Correct Answer Discrepancy
Your Answer Research

Question Consumer behavior is based on studies of :-
Correct Answer Social science , Economics , Psychology
Your Answer Social science , Economics , Psychology

Question Types of personality are :-
Correct Answer Extrovert , Introvert
Your Answer Extrovert , Introvert
True/False
Question The rank of India among other countries in the world has gone down in terms of poverty,
unemployment and level of development after independence.
Your Answer False

Question The first major reason for the companies to think differently in eighties
Correct Answer Increasing competition
Your Answer Increasing competition

Question In depth interviewing tech of consumer research is known for :-
Correct Answer Informal approach , Appropriate questions , Identify record subtle reaction
Your Answer Appropriate questions , Identify record subtle reaction , Informal approach
Select The Blank

Question ________ of India has formulated a regulatory code which is applicable to all concerned in Advertising.
Correct Answer Ad club 3
Your Answer Press club

Question Theories based on the principle of perceptual equilibrium are :-
Correct Answer Social judgement theory , Heider's balance theory , Cognitive dissonance theory
Your Answer Social judgement theory , Heider's balance theory , Cognitive dissonance theory

Question Various purchase situations can be :-
Correct Answer In-store , Gift-giving , Unanticipated purchase
Your Answer In-store , Gift-giving , Unanticipated purchase
Match The Following
Question Correct Answer Your Answer
No black marketing Social responsibility Social responsibility
Infancy stage Consumerism Consumerism
Statutory regulation Trade Marks and Merchandise Marks Act, 1958 Trade Marks and
Merchandise Marks Act, 1958
Full time forcing Variation of tie-up sales Variation of tie-up sales
Match The Following

Reports by Federation of Indian Chambers of Commerce Non-government publication Government publication
Types of data Primary and secondary Primary and secondary
New product launch Non routine problem Communication problem
Survey research Communication problem Non-government publication

Question Attitudes mean a learned orientation towards an object that provides a tendency to respond :-
Correct Answer Favorably or unfavorably
Your Answer Favorably or unfavorably

Question The essential components towards completing the act of purchase include :-
Correct Answer Awareness of Product , Desire to buy , Feasibility of purchase
Your Answer Awareness of Product , Desire to buy , Feasibility of purchase

Question Various statutory regulations enforced by government are :-
Correct Answer MRTP Act , 1969 , Essential commodities Act, 1955 , Drugs control Act , 1950
Your Answer MRTP Act , 1969 , Essential commodities Act, 1955 , Drugs control Act , 1950
Select The Blank

Question ________ gives clues to the firm about what existing or prospective customers think.
Correct Answer Research
Your Answer Research
Select The Blank

Question ________ are interested in knowing the feedback of consumers.
Correct Answer Marketers
Your Answer Management team
True/False
Question Minority group consumers tend to be more barnd loyal.
Correct Answer True
Your Answer True
True/False
Question Various sources of information like exhibitions, trade shows, etc influences one's expectations.
Correct Answer True
Your Answer True

Question Heider's Theory talks about :-
Correct Answer Balanced Situations , Imbalanced Situations
Your Answer Balanced Situations , Imbalanced Situations
True/False
Question The value and volumes of purchases are high in organisational buying.
Correct Answer True
Your Answer True
Select The Blank

Question Consumers in U.S are exposed to ________ ads in a day.
Correct Answer 600
Your Answer 600
True/False
Question When the product benefits are clear cut, the operating principle is perceptual defense.
Your Answer True

Question How is stimulus generalisation used for brand leveraging?
Correct Answer Extension of brand under successful brand , Extension in a different product category
Your Answer Extension of brand under successful brand , Extension in a different product category
Select The Blank

Question ________ gradually leads to brand loyalty.
Correct Answer Habit
Your Answer Habit

Question Name the market whose product has a universal application :-
Correct Answer Horizontal
Your Answer Horizontal

Question Changes in female purchasing roles are mainly attributed to :-
Correct Answer Economic and financial independence
Your Answer Economic and financial independence
True/False
Question Marketing research is a part of consumer research which in turn is a part of product
research.
Your Answer True

Question Characteristics of learning process are :-
Correct Answer Change in behaviour, temporary or permanent , Continuously evolves , Change in
behaviour based on experience
Your Answer Change in behaviour, temporary or permanent , Continuously evolves , Change in
behaviour based on experience
Select The Blank

Question A Social class is________.
Correct Answer Hierarchical
Your Answer Hierarchical

Question It is purposeful and directed towards the specific goal
Correct Answer Motives
Your Answer Motives

Question Name the Primary need of Human being :-
Correct Answer Medicine
Your Answer Medicine
Select The Blank

Question The behaviourist theory gives little emphasis on consumer ________.
Correct Answer Attitude
Your Answer Behaviour
Question Social Stratification is the :-
Correct Answer Division of members of society
Your Answer Division of members of society

Question Consumer has a right to get redressal of ________.
Correct Answer Grievances
Question To create product differentiation, manufacturers have to continuously ________ their products.
Correct Answer Upgrade
Question Organisational buyers buy products/services from ________.

Correct Answer Manufacturer
Question Attitudes are resultant of the combination of :-

Correct Answer Beliefs and Values
Question Every ________ youngster in Bihar, Assam and West Bengal is unemployed.
Correct Answer Seventh
Question Managerial approach of Consumer behavior is :-

Correct Answer Micro in nature , Cognitive in nature , Overemphasis rationality of consumers
Question If the outcome of post purchase experience is in line with the expectation, it is called :-
Correct Answer Positive discrepancy
Question In the present business scenario CB is complex due to :-

Correct Answer Competition , Rapid pace of innovation , Declination of product differentiation
Question ________has opened new avenue in collection of data in actual users.

Correct Answer Information technology
Question Attitudes, Beliefs, Values towards any product / Brand are :-

Correct Answer Different

Correct Answer Introvert , Extrovert

Question Higher ________ level helps in understanding consumer behavior.

Correct Answer Sophistication
Question The production of crops like sorghum, pearl milet, barley and ragi have gone down over the years.
Correct Answer True
Market research Regular process Regular process
Complaint resolution mechanism Integration with decision making level
Marketer's challenge Satisfaction of each customer
Xerox synonymous with photocopy machine Brand level expectation
Question Trait theory is based on the following assumptions :-

Correct Answer Relatively stable behavioual tendencies among individuals , Difference in the degree to
behavioural tendencies , Relative differences help in characterising their personalities
No black marketing Social responsibility
Infancy stage Consumerism
Statutory regulation Trade Marks and Merchandise Marks Act 1958
Full time forcing Variation of tie-up sales
Question Pre-purchase decision are unimportant as compared to post purchase decision.
Question Customer expectation built up from a particular class of product is at which level?
Correct Answer Category
Question It is the period when customer starts using the product/service to meet his specific needs :-
Correct Answer After sales
Question It is a general sum of traits of characteristics of the person :-

Correct Answer Personality
Question Any person's attitude towards any brand/products is largely influenced by his peer group.
Correct Answer True
Question Expectations built up based on customer's knowledge and information about a particular brand and
organisation owning that brand is at a level of :-
Correct Answer Brand
Question It constitutes the moral factor of personality :-

Correct Answer Ego
Question Ways to increase low involvement product's purchase are :-

Correct Answer Coupons , Displays , Price deals
Question Which type of involvement is temporary in nature?

Correct Answer Situational involvement
Question The washing powder brand maximum used in India is :-

Correct Answer Nirma
Question By and Large Attitudes are :-

Correct Answer Interconnected
Question Individuals are strong in which activities while gathering information?

Correct Answer Sensation , Intuition



Correct Answer Informal approach , Appropriate
Questions , Identify record subtle reaction
Question More members will be involved in decision making if the problem is an extentive one.
Correct Answer True
Question Expectations built up at the time of transaction between company and consumer is at which level ?
Correct Answer Transaction
Correct Answer True
Question When the benefits of product are not clear but is an important one, then one should use ambiguous
messages in ads.
Correct Answer True
Question ________ is defined as repetitive behaviour in absence of evaluation of alternative choices.

Question The salt brand maximum used in India is :-

Correct Answer Tata
Question Congruity theory of Attitudes is developed by Osgood &________.

Correct Answer Tannen baun
Question Characteristics of low involvement products :-

Correct Answer Brand beliefs are formed first by passive learning , Purchase decision is made , Brand
may/may not be evaluated afterward
Question A consumer is likely to be more involved with a product when the product is ________.
Correct Answer Expensive
Question Attitudes are ________ in nature.

Correct Answer Dynamic
Question There are high chances of product failure if product categorisation is not there in consumer's mind.
Correct Answer True

Question Types of restrictive trade practices are :-

Correct Answer Full time forcing , Area restriction , Predatory pricing
Question In organisational buying, formal buying is represented by an official and formal ________ .
Correct Answer Purchase order

Question Brand loyalty should have which components?
Correct Answer Behavioural , Attitudnal
Your Answer Behavioural , Attitudnal

Question Heider's Theory talks about :-
Correct Answer Balanced Situations , Imbalanced Situations
Your Answer Balanced Situations , Imbalanced Situations

Question Attitudes mean a learned orientation towards an object that
provides a tendency to respond :-
True/False
Question Attitude towards any product/ brand has nothing to do with the
final act of purchase of that product.
Your Answer False
True/False
Question The value and volumes of purchases are high in organisational
buying.
Correct Answer True
Your Answer True
Select The Blank
Question Information about a new product stored in bits and pieces in
consumer's mind is called ________.
Correct Answer Schema
Your Answer Schema
Select The Blank

Question Employment growth in agriculture is as low as ________ %.
Correct Answer 0.01
Your Answer 0.01
Select The Blank

Your Answer Habit

Question Customer orientation includes :-
Correct Answer Complaint's redressal , Customer's need satisfaction , Customer
focussed product
Your Answer Complaint's redressal , Customer's need satisfaction , Customer
focussed product

Question In the early seventies companies maximized profits through :-
Correct Answer Mass production
Your Answer Mass production
True/False
Question Existing laws of consumerism till date are incapable of
implementing and enforcing the objectives of consumerism.
Correct Answer True
Your Answer True
Match The Following

Brand Ambassadors Celebrities in different fields Celebrities in different fields
Sacred consumption Consumption of goods that promote beauty Consumption of goods that promote beauty
Secular consumption Promotes technology Promotes technology
Opinion leaders Involve in social activity Involve in social activity
Select The Blank

Question Perception of a stimulus below the conscious level is called ________.
Correct Answer Absolute threshold
Your Answer Absolute threshold
Select The Blank

Your Answer Purchase order
Select The Blank


Your Answer Full time forcing , Area restriction , Predatory pricing
Question Factors affecting perceived risks about the product are :-
Correct Answer New product , Technologically complex , High price
Your Answer New product , Technologically complex , High price

Your Answer MRTP Act , 1969 , Essential commodities Act, 1955 , Drugs control Act , 1950
True/False
Question Marketing research is a part of consumer research which in turn is a part of product research.
Your Answer False

Question Enculturation takes place through a process of instilling values from key institutions like :-
Correct Answer The family & school , Religious institutions
Your Answer The family & school , Religious institutions

Question Consumption rituals are series of symbolic behaviour that :-
Correct Answer Occur in sequence , Are repeated frequently
Your Answer Occur in sequence , Are repeated frequently

Question Marketers focus on what kind of product?
Correct Answer High involvement
Your Answer High involvement
True/False
Question Organisational buyers do not have a uniform demand.
Correct Answer True
Your Answer True
Select The Blank

Question The success of consumer research depends upon the cooperation of ________.
Correct Answer Public
Your Answer Public
Select The Blank

Your Answer Dynamic

Your Answer Bihar , West Bengal

Question Status is :-
Correct Answer Prestige or value attached to the holder of the position
Your Answer Prestige or value attached to the holder of the position

Question Customer buys the product with following minimum attributes :-
Correct Answer Reliable delivery , Durable , Style
Your Answer Reliable delivery , Durable , Style
True/False
Question Feedback is a very critical element for service oriented
industries.
Correct Answer True
Your Answer True
Select The Blank

Question ________ in India has been the major cause for slow rise of
consumerism .
Correct Answer Illiteracy
Your Answer Illiteracy
Match The Following

Complaint resolution mechanism Integration with decision making level Integration with decision making level
Marketer's challenge Satisfaction of each customer Satisfaction of each customer
Xerox synonymous with photocopy machine Brand level expectation Brand level expectation

Question Human process that is included in the EBM model is :-
Correct Answer Memory
Your Answer Memory

Question Which type of involvement indicates an on-going interest in the product category?
Correct Answer Enduring involvement
Your Answer Enduring involvement

Question Response depends upon :-
Correct Answer Drive , Motive , Cues
Your Answer Drive , Motive , Cues
True/False
Question Evaluation of brand is done before purchase for low involvement products.
Your Answer False

Question The objective of this Act is to protect the interests of consumers by establishing consumer councils for
settlement of consumer disputes :-
Correct Answer Consumer Protection Act 1986
Your Answer Consumer Protection Act 1986

Question It is the period when customer starts using the product/service
to meet his specific needs :-
Your Answer After sales

Correct Answer Tata
Your Answer Tata

Your Answer Competition , Rapid pace of innovation , Declination of product differentiation

Question In which model, a brand is selected if it excels in respect of one of the attributes arranged in order of
priority?
Correct Answer Lexicographic model
Your Answer Lexicographic model
True/False
Question Cognitive learning theory is relevant for convenience products.
Your Answer False
Select The Blank

Question Every ________ youngster in Bihar, Assam and West Bengal is
unemployed.
Your Answer Seventh

Your Answer Interconnected

Question Reduction of manpower through voluntary retirement schemes
has resulted into :-
Correct Answer More people being self-employed
Your Answer More people being self-employed
Select The Blank

Question ________has opened new avenue in collection of data in actual
users.
Your Answer Information technology
True/False
Question The defense mechanism works at the conscious state.
Your Answer False
True/False
Question Print media is the most important vehicle for communication for
low involvement products.
Your Answer False

Select The Blank
Question Caste influence is ________in rural India.
Correct Answer Strong
Your Answer Strong

Question What happes when the consumer gets information on its own?
Correct Answer Incidental learning
Your Answer Incidental learning
True/False
Question Proper analysis of characteristics of social class helps the marketers to gain better understanding of target
market.
Correct Answer True
Your Answer True
True/False
Question Organisational buyers totally depend on consumer demands.
Correct Answer True
Your Answer False
Select The Blank

Question ________ type of personality is interested in building a social relationship.
Correct Answer Extrovert
Your Answer Extrovert

Question Pulse Polio Movement conducted by Govt. of India through media advertisement is based on advertisement
by :-

Question This method involves questioning respondents and recording their responses :-
Correct Answer Survey research
Your Answer Survey research

Question Characteristic of organisational buyer is:-
Correct Answer Few in number, high volume business
Your Answer Few in number, high volume business

Question Customer buys the product with following minimum attributes :-
Correct Answer Reliable delivery , Durable , Style
Your Answer Reliable delivery , Durable , Style

Question Repetition is important in case of :-
Correct Answer Convenience goods
Your Answer Convenience goods
True/False
Question In comparison to outdoor publicity of products/ brands, electronic media is relatively becoming more
important.
Correct Answer True
Your Answer True
Select The Blank

Question ________ leads to either satisfaction or dissatisfaction to the
consumer.
Your Answer Discrepancy
Select The Blank

Your Answer Marketers
True/False
Correct Answer True
Your Answer True
Select The Blank

Question ________ involvement may not always lead to a complex decision making.
Correct Answer High
Your Answer Low
True/False
Correct Answer True
Your Answer True

Question Consumerism in India has not progressed due to following reasons :-
Correct Answer Ignorance , Consumerism disorganised ,Wealth imbalance in the country
Your Answer High literacy rate , Ignorance ,Wealth imbalance in the country

Question Buying process involves the following :-
Correct Answer Users, Influence and buyer
Your Answer Users, Influence and buyer

Question Name the market whose product has a universal application :-
Correct Answer Horizontal
Your Answer Horizontal
Select The Blank

Your Answer Situation

Your Answer Micro in nature , Cognitive in nature , Overemphasis rationality of consumers
True/False
Question Today the focus and challenge before all marketers is to rebuild themselves around their customers.
Correct Answer True
Your Answer True

Question Characteristics of rural market in relation to dependency on Nature are :-
Correct Answer High dependence on natural factors for livelihood ,Abundance of natural resources
Your Answer High dependence on natural factors for livelihood ,Abundance of natural resources

Your Answer Interconnected

Your Answer Sensation , Intuition


Question The components of attitude are :-
Correct Answer Cognitive Component , Conative Component , Affective Component
Your Answer Cognitive Component , Conative Component , Affective Component

Your Answer Personality
True/False
Correct Answer True
Your Answer True

Question Characteristics of Reference price :-
Correct Answer Changes , More knowledge less price range
Your Answer More knowledge less price range
Select The Blank

Select The Blank

Question There is relatively ________ in the dressing styles of urban women as compared to the rural in past couple
of years.
Correct Answer More change
Your Answer Less change
Select The Blank


Question Consumption rituals are series of symbolic behaviour that :-
Correct Answer Occur in sequence , Are repeated frequently
Your Answer Occur in sequence , Are repeated frequently

Question The essential components towards completing the act of purchase include :-
Correct Answer Awareness of Product , Desire to buy , Feasibility of purchase
Your Answer Awareness of Product , Desire to buy , Feasibility of purchase

Question Ways to reduce chances of failure are:-
Correct Answer Buying lowest price item ,Warranties and guarantees , Not too much to expect
Your Answer Buying lowest price item ,Warranties and guarantees , Not too much to expect
Select The Blank

Question Information about a new product stored in bits and pieces in consumer's mind is called ________.
Your Answer Schema
Match The Following

Survey Data collection method Internal/Govt. agency
Consumer Research Analysis of information Analysis of information
Primary Data Source Data collection method
ORG External agency Internal/Govt. agency

Correct Answer Extrovert , Introvert
Your Answer Extrovert , Introvert

Question The Managerial approach in Consumer Behavior :-
Correct Answer Is micro level & cognitive in nature
Your Answer Is micro level & cognitive in nature
Select The Blank

Your Answer Tannen baun

Question Customer satisfaction process includes following steps :-
Correct Answer Product purchase , After sales service , Repeat purchase
Your Answer Attractive sales team , Product purchase , After sales service
True/False
Question Agriculture is mainly subsistence oriented.
Correct Answer True
Your Answer True
True/False
Question As per scalogram analysis technique if a respondent replies
positively to a difficult question he will respond positively to all questions
which are simpler than the earlier question.
Correct Answer True
Your Answer True
Match The Following

Physical risk Risk to human body Risk to human body
Psychological risk Risk of losing self esteem Risk of losing self esteem
Social risk Risk in purchasing items which enhance social attractiveness Risk
in purchasing items which enhance social attractiveness
Performance risk the purchased product not achieving desired results the
purchased product not achieving desired results
True/False
Question Brand beliefs & brand evaluation are identical in nature.
Your Answer False

Question Characteristics of brand loyal consumers are :-
Correct Answer Self confident , Store loyal
Your Answer Over confident , Self confident , Store loyal

Correct Answer Store loyal , Self confident
Your Answer Store loyal , Over confident , Self confident
True/False
Question Print media is the most important vehicle for communication for low involvement products.
Your Answer True
Select The Blank

Your Answer Grievances
True/False
Correct Answer True
Your Answer True

Your Answer Negative discrepancy

Your Answer Is micro level & non cognitive in nature
True/False
Correct Answer True
Your Answer True

Question Brand loyalty should have which components?
Correct Answer Behavioural , Attitudnal
Your Answer Behavioural , Attitudnal , Primary stimuli
Select The Blank

Question ________ has a symbolic meaning tied to consumer values.
Correct Answer Product
Your Answer Price

Your Answer Bihar , West Bengal
True/False
Question Feedback is a very critical element for service oriented industries.
Correct Answer True
Your Answer True
Select The Blank

Question ________ leads to habitual purchasing behaviour if the consumer is satisfied with the brand over a period of
time.
Correct Answer Learning
Your Answer Learning

Select The Blank

Question Industrial growth in rural India has ________.
Correct Answer Slowed down
Your Answer Become stagnant
Select The Blank

Correct Answer Tata
Your Answer Tata

Question Buying crackers in Diwali time is an example of :-
Correct Answer Consumption situation
Your Answer Consumption situation

by :-

Question Opinion Leaders are looked upon by others as :-
Correct Answer Trend setters
Your Answer Trend setters

Question While evaluating information, individuals are strong in following activity :-
Correct Answer Thinking , Feeling
Your Answer Sensation , Thinking

Question It is the selection, organisation and interpretation of marketing and environmental stimuli into a cohesive
picture :-
Correct Answer Perception
Your Answer Perception
Select The Blank

Question With consumers becoming more costconscious, they are now more ________ to pay premiums for brand.
Correct Answer Reluctant
Your Answer Reluctant
Match The Following

Formal product Image, quality etc of company No customer complaints handling
Traditional organisation No customer complaints handling No customer complaints handling
Feedback Service oriented industries Customer benefits and experience of service
Customer orientation Maximum customer delight Service oriented industries
Select The Blank

Your Answer Upgrade

Question Characteristics of Reference price :-
Correct Answer Changes , More knowledge less price range
Your Answer Static , More knowledge less price range
True/False
Question Agriculture is mainly subsistence oriented.
Correct Answer True
Your Answer False

Question Characteristics of rural market in relation to dependency on Nature are :-
Correct Answer High dependence on natural factors for livelihood , Abundance of natural resources
Your Answer High dependence on natural factors for livelihood , Abundance of natural resources

Question Which type of involvement indicates an ongoing interest in the product category?
Correct Answer Enduring involvement
True/False
Correct Answer True
Your Answer True

Correct Answer Motive , Cues , Drive
Your Answer Drive , Motive , Cues
Select The Blank

Question Information about a new product stored in bits and pieces in consumer's mind is called ________.
Your Answer Schema
True/False
Question Study of CB is more complex in India due to multilingual, multicultural& ethical status.
Correct Answer True
Your Answer True

Question It is a practice by marketers to indulge in temporary sales at prices below cost. What is it called?
Correct Answer Predatory pricing
Your Answer Price discrimination
Select The Blank

Your Answer Habit
True/False
Question Evaluation of brand is done before purchase for low involvement products.
Your Answer False

Question Characteristics of rural market in relation to marketing stimuli are :-
Correct Answer Low product exposure , Low brand awareness
Your Answer Low product exposure , Low brand awareness , Low rate of retail outlets

Question Rights and power of consumers are protected in relation to :-
Correct Answer Seller
Your Answer Seller

Question Why marketers focus on high involvement decisions?
Correct Answer Marketers assume consumers to be equally involved as they are , They believe consumers think
before they act
Your Answer Marketers assume consumers to be equally involved as they are , They believe consumers think before
they act
Match The Following

Brand Ambassadors, Celebrities in different fields, Celebrities in different fields
Sacred consumption, Consumption of goods that promote beauty, Involve in social activity
Secular consumption, Promotes technology, Are employees of the company
Opinion leaders, Involve in social activity, Promotes technology

Question Theories based on the principle of perceptual equilibrium are :-
Correct Answer Social judgement theory , Heider's balance theory , Cognitive dissonance theory
Your Answer Social judgement theory , Heider's balance theory , Cognitive dissonance theory
True/False
Question When the product is important to consumer but its benefits are not clear, the operating principle is
perceptual vigilance.
Your Answer True
True/False
Correct Answer True
Your Answer True

Question Marketers focus on what kind of product?
Correct Answer High involvement

Question Which model concentrates on the purchasing process?
Correct Answer Sheth
Your Answer EBM
Select The Blank

Question Price perceptions________ influence the purchasing behaviour of consumer.
Correct Answer Directly
Your Answer Indirectly
Select The Blank

Question Attitudes with________ of involvement are relatively easier to change.
Correct Answer Low level
Your Answer Low level

Question Peculiar social relations found in rural India are :-
Correct Answer More frequent interaction between same people , Caste influence is strong , Status determined by
birth in the family
Your Answer More frequent interaction between same people , Caste influence is strong , Status determined by birth
in the family






Question Attitudes, Beliefs, Values towards any product / Brand are :-

Correct Answer Different

Correct Answer Introvert , Extrovert


Correct Answer True
Complaint resolution mechanism Integration with decision making level
Marketer's challenge Satisfaction of each customer
Xerox synonymous with photocopy machine Brand level expectation
Question Trait theory is based on the following assumptions :-

Correct Answer Relatively stable behavioual tendencies among individuals , Difference in the degree to
behavioural tendencies , Relative differences help in characterising their personalities
No black marketing Social responsibility
Infancy stage Consumerism
Statutory regulation Trade Marks and Merchandise Marks Act 1958
Full time forcing Variation of tie-up sales
Question Pre-purchase decision are unimportant as compared to post purchase decision.

Question Customer expectation built up from a particular class of product is at which level?
Correct Answer Category
Question It is the period when customer starts using the product/service to meet his specific needs :-

Correct Answer True
Question Expectations built up based on customer's knowledge and information about a particular brand and
organisation owning that brand is at a level of :-
Correct Answer Brand

Correct Answer Ego

Question Which type of involvement is temporary in nature?

Correct Answer Situational involvement
Question The washing powder brand maximum used in India is :-

Correct Answer Nirma





Correct Answer Informal approach , Appropriate
Questions , Identify record subtle reaction
Question More members will be involved in decision making if the problem is an extentive one.
Correct Answer True
Question Expectations built up at the time of transaction between company and consumer is at which level ?
Correct Answer Transaction
Correct Answer True
Question When the benefits of product are not clear but is an important one, then one should use ambiguous
messages in ads.
Correct Answer True


Correct Answer Tata

Question Characteristics of low involvement products :-

Correct Answer Brand beliefs are formed first by passive learning , Purchase decision is made , Brand
may/may not be evaluated afterward
Question A consumer is likely to be more involved with a product when the product is ________.
Correct Answer Expensive

Correct Answer True



Question Which method involves a detailed probing of the respondent by a specialist interviewer?
Correct Answer In-depth interviewing
Your Answer In-depth interviewing

Question Brand Beliefs are :-
Correct Answer Characteristics of Brands
Your Answer Perceptions of quality of Brands

Question Changes in female purchasing roles are mainly attributed to :-
Correct Answer Economic and financial independence
Your Answer Economic and financial independence

True/False
Question Land reforms are largely failure in India.
Correct Answer True
Your Answer True

Question Characteristics of rural market in relation to marketing stimuli are :-
Correct Answer Low product exposure , Low brand awareness
Your Answer Low product exposure , Low brand awareness
Select The Blank


Question Ways to reduce chances of failure are:-
Correct Answer Buying lowest price item , Warranties and guarantees , Not too much to expect
Your Answer Buying lowest price item , Warranties and guarantees , Not too much to expect
Match The Following

Market research, Regular process, Regular process
Complaint resolution mechanism, Integration with decision making level, Integration with decision making level
Marketer's challenge, Satisfaction of each customer, Satisfaction of each customer
Xerox synonymous with photocopy machine,Brand level expectation, Brand level expectation
Select The Blank
Question Price perceptions________ influence the purchasing behaviour of consumer.
Your Answer Directly
True/False
Correct Answer True
Your Answer True



Question Automotive manufacturers in India are concentrated in which
place?
Correct Answer Chennai
Your Answer Chennai

Question Customer satisfaction process includes following steps :-
Correct Answer Product purchase , After sales service , Repeat purchase
Your Answer Product purchase , After sales service , Repeat purchase
True/False
Question Super ego operates both at the conscious and unconscious
level.
Correct Answer True
Your Answer False
Select The Blank

Your Answer Seventh

Correct Answer Drive , Motive , Cues
Your Answer Motive , Cues , Drive


Question If the outcome of post purchase experience is not in line with the expectation, it is called :-
Correct Answer Negative discrepancy
Your Answer Positive discrepancy
True/False
Question Feedback is a very critical element for service oriented industries.
Correct Answer True
Your Answer True
Question It is an object existing in the environment as perceived by the individual. What is it called?
Correct Answer Cues
Your Answer Cues


Your Answer Micro in nature , Cognitive in nature , Overemphasis rationality of consumers

Question It is the process wherein all employees of the firm are required to interact directly with customers :-
Correct Answer Orientation
Your Answer Orientation
Select The Blank

Match The Following

Physical risk, Risk to human body, Risk to human body.
Psychological risk, Risk of losing self esteem, Risk of losing self esteem.
Social risk, Risk in purchasing items which enhance social attractiveness, Risk in purchasing items which enhance
social attractiveness.
Performance risk, the purchased product not achieving desired results, the purchased product not achieving desired
results.
True/False
Question Marketing research is a part of consumer research which in turn is a part of product research.
Your Answer False
Select The Blank

Select The Blank

Question Perception of a stimulus below the conscious level is called ________.
Your Answer Threshold level
True/False
Question Ego is a balancing act between Id and superego.
Your Answer False

True/False
Question Primary data has been collected earlier for some other purpose.
Your Answer False

Question Factors affecting perceived risks about the product are :-
Correct Answer New product , Technologically complex , High price
Your Answer New product , Technologically complex , High price

Question Which model has stimuli as the input and human behaviour as the output?
Correct Answer Nicosia
Your Answer Nicosia

Question Characteristics of EBM model are :-
Correct Answer Coherent , Flexible
Your Answer Coherent , Flexible
True/False
Question Cultural values are dynamic in nature.
Correct Answer True
Your Answer True
True/False
Question Minority group consumers tend to be more barnd loyal.
Correct Answer True
Your Answer True
Select The Blank

Question The behaviourist theory gives little emphasis on consumer
________.
Your Answer Attitude
Select The Blank

Question EBM model is criticised on the ground that it gives vague definition of the role of ________ .
Correct Answer Influencing variables
Your Answer Influencing variables
Select The Blank

True/False
Correct Answer True
Your Answer True
Select The Blank

Question Industrial growth in rural India has ________.
Correct Answer Slowed down
Your Answer Slowed down

Correct Answer Complaint's redressal , Customer's need satisfaction , Customer focussed product
Your Answer Complaint's redressal , Customer's need satisfaction , Customer focussed product

by :-

Correct Answer Extension of brand under successful brand , Extension in a different product category
Your Answer Extension of brand under successful brand , Extension in a different product category

Question Consumerism in India has not progressed due to following reasons :-
Correct Answer Ignorance , Consumerism disorganised , Wealth imbalance in the country
Your Answer Ignorance , Consumerism disorganised , Wealth imbalance in the country

LIST OF ATTEMPTED QUESTIONS AND ANSWERS

Question What is also known as subliminal perception?

Question Characteristics of Attitudes include a feature as " ATTITUDES
HAVE AN .." :-
Correct Answer OBJECT
Your Answer OBJECT

Correct Answer Micro in nature , Cognitive in nature , Overemphasis rationality
of consumers
Your Answer Micro in nature , Cognitive in nature

Correct Answer Cognitive Component , Conative Component , Affective
Component
Your Answer Cognitive Component , Conative Component , Affective
Component
True/False
Question Marketing research is a part of consumer research which in turn
is a part of product research.
Your Answer False

Select The Blank

Select The Blank

Correct Answer 600
Your Answer 600
True/False
Question Individuals belonging to elite professions as Civil Services,
Business executives etc. are accorded same level of status as
of ordinary graduates.
Your Answer False


Correct Answer Essential commodities Act, 1955 , Drugs control Act , 1950 ,
MRTP Act , 1969
Your Answer MRTP Act , 1969 , Essential commodities Act, 1955 , Drugs
control Act , 1950
True/False
Question Getting new customers is more economical than retaining the
existing customers.
Your Answer False

Question The first major reason for the companies to think differently in
eighties

Correct Answer More frequent interaction between same people , Caste
influence is strong , Status determined by birth in the family
Your Answer More frequent interaction between same people , Caste

Select The Blank

Question EBM model is criticised on the ground that it gives vague
definition of the role of ________ .
Select The Blank

Question ________ is defined as repetitive behaviour in absence of
evaluation of alternative choices.
Your Answer Habit
Match The Following

Smell Cosmetics and food
products
Cosmetics and food
products
Feel Paper products, fabrics Paper products, fabrics
Red colour Warm and sensual Warm and sensual
Blue colour Cool and friendly Cool and friendly

Question Who is the ' father ' of modern consumer movement?
Correct Answer Ralph Nader
Your Answer Ralph Nader
Select The Blank

users.
True/False
level.
Correct Answer True
Your Answer True

Question In EBM model, which search is required if enough information is
available in the memory?
Correct Answer Internal
Your Answer Internal

Question Different attitude measuring techniques are :-
Correct Answer Summated rating scale , Thurstone scale
Your Answer Summated rating scale , Thurstone scale

True/False
Question Higher the value of purchase, lengthy is the negotiation process.
Correct Answer True
Your Answer True

Question Per capita household expenditure is maximum in which state of
India?
Correct Answer Punjab
Your Answer Punjab
Select The Blank

Your Answer Schema
Select The Blank

Question Price perceptions________ influence the purchasing behaviour
of consumer.
Select The Blank

Question Perception of a stimulus below the conscious level is called
________.
Select The Blank

Question The output of Nicosia model is ________ .
Correct Answer Human behaviour
Your Answer Human behaviour
True/False
Your Answer False
Select The Blank

Question Nicosia model establishes a link between organisation and its
prospective ________.
Your Answer Consumer

Your Answer Beliefs and Values
Select The Blank

Your Answer Habit

Question Defense mechanism induces a person to unconsciously imitate
behaviour of another person who has handled the conflict
successfully :-
Correct Answer Identification
Your Answer Identification

Question Political factors affecting organisational buying are : -
Correct Answer Defense spending , Lobbying
Your Answer Defense spending , Lobbying

Question Factors affecting organisational buying behaviour :-
Correct Answer Environmental , Organisational , Inter personal
Your Answer Environmental , Organisational , Inter personal

Question Which are the varoius types of risks?
Correct Answer Financial risk , Psychological risk , Physical risk
Your Answer Financial risk , Psychological risk , Physical risk
Match The Following

Sensing-thinking type
personality
Own decision maker Own decision maker

Correct Answer Tata
Your Answer Tata


Your Answer Coupons , Displays , Price deals


Question Disadvantages of observation survey is :-
Correct Answer Slow and expensive , Interpretation , Less bias
Your Answer Slow and expensive , Interpretation , Less bias

Question It occurs when two stimuli are seen as similar and effects of one
substitute for the effects of the other :-
Correct Answer Stimulus generalisation
Your Answer Stimulus generalisation

place?
Your Answer Chennai

Correct Answer Informal approach , Appropriate questions , Identify record
subtle reaction
Your Answer Informal approach , Identify record subtle reaction , Discover
hidden motivation

Question This method involves questioning respondents and recording their
responses :-
Correct Answer Survey research
Your Answer Questionnaire method

Question He is considered the father of psychoanalysis :-
Correct Answer Sigmund Freud
Your Answer Sigmund Freud
Match The Following

Complaint resolution
mechanism
Integration with decision
making level
General level expectation
Marketer's challenge Satisfaction of each customer Satisfaction of each customer
Xerox synonymous with
photocopy machine
Brand level expectation Category level expectation
Select The Blank

Question Price perceptions________ influence the purchasing behaviour of
consumer.

Question What is 'Conative' component of decision making?
Correct Answer Purchase decision
Your Answer Purchase decision

Question A Brand Evaluation that is an outcome of various factors and which
creates a positive or negative attitude about the product is :-
Correct Answer One Dimensional
Your Answer Multi Dimensional

Question More product knowledge through advanced information leads to
consumers being :-
Correct Answer More cost conscious , Less brand loyal
Your Answer More cost conscious , Less choosy , Less demanding

Correct Answer Self confident , Store loyal
Your Answer Over confident , Store loyal

Question Any communication by experts in that fields makes that communication
more:-
Correct Answer Credible
Your Answer Enthusiastic
True/False
Question The rank of India among other countries in the world has gone down in
terms of poverty, unemployment and level of development after
independence.
Your Answer True

Your Answer Selling at a very high price
True/False
Question Perceptual vigilance helps consumers to collect more information on
products about their benefits before purchase.
Correct Answer True
Your Answer True

Question It is the systematic collection and analysis of consumer information for the
purpose of effective decision making :-
Correct Answer Consumer research
Your Answer Consumer research

Question The objective of this Act is to protect the interests of consumers by
establishing consumer councils for settlement of consumer disputes :-
Correct Answer Consumer Protection Act 1986
Your Answer Consumer Protection Act 1986
Select The Blank



Match The Following

Formal product Image, quality etc of
company
Maximum customer delight
Traditional organisation No customer complaints
handling
No customer complaints
handling
Feedback Service oriented industries Image, quality etc of company
Customer orientation Maximum customer delight Customer benefits and
experience of service

Question Today's consumers are greatly influenced by those individuals with whom
they share :-
Correct Answer Some common traits & Values , Behavioural peculiarities
Your Answer Some common traits & Values , Behavioural peculiarities , Same financial
worth
True/False
Question Attitude towards any product/ brand has nothing to do with the final act of
purchase of that product.
Your Answer False

Question Marketers try to associate their product with symbols of :-
Correct Answer Achievement , Personal development
Your Answer Achievement , Foreign brands & products , Personal development

Correct Answer Extension of brand under successful brand , Extension in a different
product category
Your Answer Extension of brand under successful brand , Extension in a different
product mix

Question Measures by government to protect the interests of consumer are :-
Correct Answer Expansion of public sector , Statutory regulation
Your Answer Statutory regulation , Restrictive trade practices
Select The Blank

Question Members of the same social class show ________ Lifestyles.
Correct Answer Similar
Your Answer Variable
True/False
Question The unit in which secondary data are expressed may not be the same as
is required in the research project.
Correct Answer True
Your Answer False
Select The Blank

Question The success of consumer research depends upon the cooperation of
________.
Correct Answer Public
Your Answer Public
True/False
Question The defense mechanism works at the conscious state.
Your Answer False
Select The Blank

Your Answer Sophistication
True/False
Question Brand personality is a metaphor for the emotional relationship that exists
between a consumer and a brand.
Correct Answer True
Your Answer True

Question The upper class consists of :-
Correct Answer Very small percent of the population
Your Answer Sizeable percent of the population
Select The Blank

Question A social class is ________ rather than concrete with individuals able to
move into a higher class or drop into a lower class.
Correct Answer Continuous
Your Answer Uniform

Correct Answer Ego
Your Answer Id

Your Answer Limen

Question If the outcome of post purchase experience is in line with the expectation,
it is called :-
Your Answer Positive discrepancy

Question The Degree measure of attitude by any person towards any object /
situation is :-
Correct Answer How much he likes it , How much he dislikes it
Your Answer How much he likes it , How much he dislikes it , How he evaluates it
Select The Blank

Your Answer Manufacturer
Select The Blank

Question The behaviourist theory gives little emphasis on consumer ________.
Your Answer Stimuli
True/False
Question In comparison to outdoor publicity of products/ brands, electronic media is
relatively becoming more important.
Correct Answer True
Your Answer True
True/False
Question Cognitive learning theory is relevant for convenience products.
Your Answer True
True/False
Question Existing laws of consumerism till date are incapable of implementing and
enforcing the objectives of consumerism.
Correct Answer True
Your Answer True
Select The Blank

Question Attitudes based on ________ information are relatively easy to change.
Correct Answer Ambiguous
Your Answer Ambiguous
Select The Blank

Question ________ leads to habitual purchasing behaviour if the consumer is
satisfied with the brand over a period of time.
Correct Answer Learning
Your Answer Attitude
True/False
Question The production of crops like sorghum, pearl milet, barley and ragi have
gone down over the years.
Correct Answer True
Your Answer True

Correct Answer Complaint's redressal , Customer's need satisfaction , Customer focussed
product
Your Answer Complaint's redressal , Customer's need satisfaction , Customer focussed
product
Your Answer Instinctive
Select The Blank

Question ________ is the consumer's adaptation to an advertisement over a time
due to boredom and familarity.
Correct Answer Ad wearout
Your Answer Ad adapt



Question Characteristics of Attitudes include a feature as " ATTITUDES HAVE AN .." :-
Correct Answer OBJECT
Your Answer OBJECT

Your Answer Micro in nature , Cognitive in nature

Correct Answer Cognitive Component , Conative Component , Affective Component
Your Answer Cognitive Component , Conative Component , Affective Component
True/False
Question Marketing research is a part of consumer research which in turn
is a part of product research.
Your Answer False

Select The Blank

Select The Blank

Correct Answer 600
Your Answer 600
True/False
Question Individuals belonging to elite professions as Civil Services, Business executives etc. are accorded same
level of status as of ordinary graduates.
Your Answer False


Correct Answer Essential commodities Act, 1955 , Drugs control Act , 1950 ,
MRTP Act , 1969
Your Answer MRTP Act , 1969 , Essential commodities Act, 1955 , Drugs
control Act , 1950
True/False
Question Getting new customers is more economical than retaining the
existing customers.
Your Answer False

Question The first major reason for the companies to think differently in
eighties

Correct Answer More frequent interaction between same people , Caste
Your Answer More frequent interaction between same people , Caste

Select The Blank

Question EBM model is criticised on the ground that it gives vague
definition of the role of ________ .
Select The Blank

Question ________ is defined as repetitive behaviour in absence of
evaluation of alternative choices.
Your Answer Habit
Match The Following

Smell Cosmetics and food
products
Cosmetics and food
products
Feel Paper products, fabrics Paper products, fabrics
Red colour Warm and sensual Warm and sensual
Blue colour Cool and friendly Cool and friendly
Question Who is the ' father ' of modern consumer movement?
Correct Answer Ralph Nader
Your Answer Ralph Nader
Select The Blank

users.
True/False
level.
Correct Answer True
Your Answer True

Question In EBM model, which search is required if enough information is
available in the memory?
Correct Answer Internal
Your Answer Internal

Question Different attitude measuring techniques are :-
Correct Answer Summated rating scale , Thurstone scale
Your Answer Summated rating scale , Thurstone scale

True/False
Question Higher the value of purchase, lengthy is the negotiation process.
Correct Answer True
Your Answer True

Question Per capita household expenditure is maximum in which state of
India?
Correct Answer Punjab
Your Answer Punjab
Select The Blank

Your Answer Schema
Select The Blank

Question Price perceptions________ influence the purchasing behaviour
of consumer.
Select The Blank

Question Perception of a stimulus below the conscious level is called
________.
Select The Blank
Question The output of Nicosia model is ________ .
Correct Answer Human behaviour
Your Answer Human behaviour
True/False
Your Answer False
Select The Blank

Question Nicosia model establishes a link between organisation and its
prospective ________.

Your Answer Beliefs and Values
Select The Blank

Your Answer Habit

Question Defense mechanism induces a person to unconsciously imitate
behaviour of another person who has handled the conflict
successfully :-
Correct Answer Identification
Your Answer Identification

Question Political factors affecting organisational buying are : -
Correct Answer Defense spending , Lobbying
Your Answer Defense spending , Lobbying

Question Factors affecting organisational buying behaviour :-
Correct Answer Environmental , Organisational , Inter personal
Your Answer Environmental , Organisational , Inter personal

Question Which are the varoius types of risks?
Correct Answer Financial risk , Psychological risk , Physical risk
Your Answer Financial risk , Psychological risk , Physical risk
Match The Following

Sensing-thinking type
personality
Own decision maker Own decision maker

Correct Answer Tata
Your Answer Tata

Your Answer Coupons , Displays , Price deals


Question Disadvantages of observation survey is :-
Correct Answer Slow and expensive , Interpretation , Less bias
Your Answer Slow and expensive , Interpretation , Less bias

Question It occurs when two stimuli are seen as similar and effects of one
substitute for the effects of the other :-
Correct Answer Stimulus generalisation
Your Answer Stimulus generalisation

place?
Your Answer Chennai

Correct Answer Informal approach , Appropriate questions , Identify record
subtle reaction
Your Answer Informal approach , Identify record subtle reaction , Discover
hidden motivation

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Consumer Behavior - Set 1

Consumer Research is primarily used for two applications. These are :

Routine problems analysis i.e., product potential, sales forecasting etc

Relevance of consumer Research

Consumer Research and Analysis

Marketing Strategy Implementation

Consumer Research and Analysis

Need for Consumer Research

How do consumers form evaluations for products and brands?

How do consumers interpret the benefits of marketing offerings?

How do behaviour and environment affect consumer beliefs and attitudes?

How do marketing strategies influence consumer’s beliefs and attitudes?

Attitudes are likes and dislikes.

Factors affecting relationships between attitude, Beliefs and Behaviour

Lack of purchase feasibility

Poor attitude accessibility

Changing market conditions

Lack of relation between values and beliefs:

Final Rating of Oven

Helder’s Balance Theory:

Factors affecting organizational buyer behaviour

Physical: climate, Geographical location.

Tasks: Buying task performed to achieve corporate goals

Buying center roles i.e. initiators, influences, buyers, deciders, gatekeepers.

Power Relationships: Invisible nature of power wielded by individual in an organization

Motivation of buying personnel

Perceptions of buying personnel

Learning of buying personnel

Organizational V/s consumer Buying

Fewer, larger buyers

Vertical or horizontal markets

Components of learning process

Attitude Measurement Techniques

Summated Rating Scale

Beliefs are easier to change than desired benefits

Brand beliefs are easier to change than brand attitudes

Attitudes are easier to change when there is a low lever of involvement

Consumer Behavior - Set 2

Source of customer dissatisfaction

Enhancing Consumer Satisfaction

Ø The product or service

Ø Opportunity to inspect the product

Ø Necessary support or advice to be provided.

Scope of consumer behaviour

Ø Why do consumers buy a particular product/service brand?

Importance of Consumer Behaviour

Ø Ever increasing intensity of competition

Focus plans of firm’s marketing function

Characteristics of consumer behaviour

Consumer behaviour is dynamic

Ø What products and services mean to customers.

Consumer behaviour involves exchange

Problems in consumer behaviour

Q. 5. Short notes on Perceptual Selection, Price-Quality relationship and Risk Perceptions.

Ø Consumers lack product knowledge and use as quality index.

Factors affecting perceived risks

Ø The product is new

Q. 4. How can the principles of instrumental conditioning be applied in advertising? In what

Application of Instrumental conditioning in Marketing

This theory is based on the experiment conducted by a psychologist, pavolv’s experiment

Three types of reinforcement in Instrumental Conditioning

Efforts taken by Government towards the protection of consumer rights