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Consumer Behaviour

Unit 1

1. What do you mean by consumer behaviour?

It is the study of why, how, what, where, and how often do consumers buy and

consume different products and services. In other words it refers to the

behaviour that consumers display in searching for, purchasing, using

evaluating, and disposing of products and services that they expect will satisfy

their needs.

2. What is the significance of consumer behaviour?

The goods we purchase and the manner in which we use them significantly

influence how we live our daily lives.

3. Who is an esteem buyer?

The one who prefer to purchase in prestigious stores and to purchase

for impressing others.

4. What do you mean by Black Box (in consumer behaviour)

A term used by marketing researchers to describe the consumers mind and to

indicate that what goes on inside is largely hidden from the researchers view.

5. What do you mean by impulse buying?

A type of low-involvement decision-making; purchases made with little or no

advance planning. Eg: buying a Ice cream while seeing the ice cream parlour.

6. What is demarketing?

The term demarketing refers to all such efforts to encourage consumers to

reduce their consumption of a particular product or service.

7. What is evoked set?

The specific brands a consumer considers in making a purchase choice in a

particular product category.

8. What do you mean by compulsive buying?

Most consumers engage in buying as a normal and routine part of their

everyday lives. But when buying becomes compulsive, the goal shifts from

obtaining utility from the purchased item to achieving gratification from the

purchasing process itself. Compulsive buying is chronic, repetitive purchasing

that becomes a primary response to negative events or feelings. It becomes

very difficult to stop and ultimately results in harmful consequences to the


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individual and/or others.

9. What do mean by shoplifting?

Shoplifting is an example of a fraudulent or criminal type of deviant consumer

behaviour that involves the theft of retail merchandise during store hours by

someone who is shopping or pretending to shop.

10. List down the approaches to study the consumer behaviour?

Managerial approach

Holistic approach

11. Can you predict behaviour of consumers?

No. Behaviour is constantly changing.

UNIT II

1. What is an attitude? Explain.

Attitudes are an expression of inner feelings that reflect whether a person is

favourably or unfavourably predisposed to some object (e.g., a brand, a

service, or a retail establishment). Attitudes are not directly observable but

must be inferred from what people say or what they do.

2. What is personality?

Personality can be defined as those inner psychological characteristics that both

determine and reflect how a person responds to his or her environment.

3. Define the term consumer life style.

Life style can be viewed as a unique pattern of living which influences and is

reflected by ones consumption behaviour. It refers to the goal a person shapes

for himself and the ways he uses to reach it. Many products today are life

style products, that is, they portray a style of life sought by potential users.

In other words it is a Intrinsic psychological, socio cultural, and behavioral

characteristics that reflect how an individual is likely to act in relation to

consumption decision.

4. Explain the term motivation.

The driving force within individuals that impels them to action. (for eg., being

hungry motivates them go for food).

5. What is Emotional motives?

The selection of goals according to personal or subjective criteria eg. The

desire for individuality, pride, fear, affection, status etc.


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6. What is Rational motives?

Motives or goals based on economic or objective criteria, such as price, size,

weight or miles-per-liter.

7. What do you mean by perception?

The process by which an individual selects, organizes and interprets stimuli into

a meaningful and coherent picture of the world. In other words giving meaning

to the environment.

8. What is selective perception?

Consumers actively seek out messages that they find pleasant or with which

they are sympathetic, and they actively avoid painful or threatening ones. Eg.,

heavy smokers avoid articles that link cigarette smoking to cancer.

9. What do you mean by subliminal perception?

It means perception of stimuli that are below the level needed to reach

conscious awareness.

10. What do you mean by learning?

It is the process by which individuals acquire the purchase and consumption

knowledge and experience that they apply to future related behaviour.

11. What do you mean by distributed Learning?

Learning spaced over a period of time to increase consumer retention.

12. What is massed learning?

Compressing the learning schedule into a short time span to accelerate

consumer learning.

13. Differentiate needs with wants.

A need is a basic requirement without which one cannot survive.

Eg: Food , water, Shelter. A want is a additional requirement other than need.

In other words when a need is being specified that becomes want.

E.g.: Bisleri bottled water, Kelloggs corn flakes.

14. What is AIOs?

They are psychographic variables that focus on activities, Interests, and

Opinions. It is also referred to as Life style.

15. What is classical conditioning or conditioned learning?

According to Pavlovian therory, conditioned learning results when a stimulus


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paired with another stimulus that elicits a known response serves to product the

same response by itself.

16. What is Instrumental conditioning?

A behavioural theory of learning based on a trail-and-error process, with habits

formed as the result of positive experiences (reinforcement) resulting from

specific behaviours.

17. What do you mean by cues?

It is a stimuli that give direction to consumer motives (i.e., that suggest a

specific way to satisfy a salient motive)

18. What are external cues?

Cues external to the product (such as price store image, or brand image) that

serve to influence the consumers perception of a products quality.

19. What are intrinsic cues?

Physical characteristics of the product (such as size, color, flavour or aroma)

that serve to influence the consumers perceptions of a product quality.

20. What is dogmatism?

A personality trait that reflects the degree of rigidity a person displays toward

the unfamiliar and toward information that is contrary to his or her own

established beliefs.

21. What do you mean by foot-in-the Door technique?

A theory of attitude change that suggests individuals form attitudes that are

consistent with their own prior behaviour.

22. What do you mean by self concept?

Consumers have a variety of enduring images of themselves. These self images

or perceptions of self, are very closely associated with personality in that

individuals tend to buy products and services. In other words consumers seek to

depict themselves in their brand choices they tend to approach products with

images that could enhance their self-concept and avoid those products that do

not.

23. How does family life cycle influence consumer behaviour?

At each stage of the family life cycle needs different products and product

styles.

24. What is emotional buying motive?


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Any factor which contributes to a customers impulse to buy certain

merchandise which is rooted in the customers self image and personal feelings

rather than in logical thought.

25. What do you mean by self image?

The individual has an image of himself or herself as a certain kind of

person, with certain traits, skills, habits , possessions, relationships, and ways

of behaving.

26. What is visual communication?

It is non-verbal stimuli such as photograph commonly used in advertising to

convey meaning to message.

27. What is semiotics?

It is the study of symbols and the meanings they convey. It is used to discover

the meanings of various consumption behaviours and rituals.

28. What is advertising Resonance?

Wordplay, often used to create a double meaning, used in combination with a

relevant picture.

29. Who are called as visualisers?

Consumers who prefer visual information and products that stress the visual,

such as membership in a videotape cassette club.

30. What are called as verbalisers?

Consumers who prefer verbal or written information and products, such as

membership in book clubs or audiotape clubs.

31 . What do you mean by inner-directedness

Consumers who tend to rely on their own inner values or standards when

evaluating new products and who are likely to be consumer innovators.

32. What do you mean by other-directedness?

Consumers who tend to look to others for direction and for approval.

Unit III

1. What do you mean by family?

A group of two or more people related by blood, marriage, or adoption, living

together in a household.

2. What do you mean by family life cycle?


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The series of life stages that a family goes through starting with young single

people, progressing through married stages with young and then older children,

and ending with older married and single people. At each stage needs, income

and family composition change.

3. What is called as Reference group?

Those persons from whom an individual derives his values, standards, tastes,

etc. and on whom the individual moulds his attitudes and behaviour, i.e., group

that forms a basis of comparison for the individual.

4. What do you mean by consumer conformity?

The willingness of consumers to adopt the norms, attitudes, and behaviour of

reference groups.

5. What is meant by socialclass?

Social class is defined as the division of members of a society into a hierarchy of

distinct status classes, so that members of each class have relatively the same

status and members of all other classes have either more or less status.

6. What is Social comparison theory?

Individuals quite normally compare their own material possessions with those

owned by others in order to determine their relative social standing.

7. What do you mean by culture?

A way of living that distinguishes one group of people from another. Culture

is learned and transmitted from one generation to another.

8. What is Enculturation ?

The learning of the culture of ones own society.

9. What is Acculturation.?

The learning of a new or foreign culture.

10. What do you mean by consumer socialization?

The process, started in childhood, by which an individual first learns the skills

and attitudes relevant to consumer purchase behaviour.

11. What do you mean by subculture?

A clearly distinguishable subgroup existing within a larger surrounding culture.

Subcultures may be based on such factors as age or race or upon a form of

distinctive behaviour. In a marketing context subcultures may be used as a


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basis for marketing segmentation.

12. What is cross cultural consumer analysis?

Research to determine the extent to which consumers of two or more nations

are similar in relation to specific consumption behaviour.

13. Explain Consumer Ethnocentrism.

A consumer predisposition to accept or reject foreign- made products. A person

with high ethnocentrism means he will reject the foreign made products and if a

person with low ethnocentrism means he will accept the foreign made products.

14.What is consumer Retention?

Providing value to customers continuously so they will stay with the company

rather than switch to another firm.

15. What is customer satisfaction?

An individuals perception of the performance of the product or service in

relation to his or her expectations.

Unit IV

1. Who is an opinion leader?

Opinion leader is a person who informally influences the actions or attitudes of

others, who may be opinion seekers or merely opinion recipients.

2. Who is an opinion Seekers?

An individual who actively seek information and advice about products

sometimes are called opinion seekers.

3. What do you mean by post purchase dissonance?

Dissonance or discomfort that occurs after a consumer has made a purchase

decision. He / She will try to reduce the dissonance by adopting various

ways based on their wisdom of their choice.

4. What do you mean by adoption process?

The stages through which an individual consumer passes in arriving at a

decision to try (or not to try), to continue using (or discontinue using) a new

product. The five stages of the traditional adoption process are awareness,

interest, evaluation, trail and adoption.

5. What do you mean by diffusion process?

It is concerned with how innovations spread, that is, how they are assimilated

within a market. More precisely, diffusion is the process by which the


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acceptance of an innovation ( a new product, new service, new idea, or new

practice) is spread by communication( Mass media, sales people, or informal

conversations) to members of a social system( a target market) over a period of

time.

6. What are the categories of adopters?

A sequence of categories that describes how early (or late) a consumer adopts a

new product in relation to other adopters. There are five categories of adopters

they are;

a. Innovators

b. Early adopters

c. Early majority

d. Late majority

e. Laggards

7. Who is an innovator?

They are very few in numbers, but extremely adventurous people. About 2.5%

of innovators are always eager to try new ideas. They are risk loving sociable

cosmopolitan people who communicate a lot.

8. Who is an Early adopter?

They are generally the opinion leaders and role models. They have the

capability of influencing others, but, these people (about 13.5%) are not as

adventurous as the innovators. Innovators seek novelty, the early adopters will

checkout before accepting the innovation.

9. Who is an Early majority?

They are 34% of people adopt just prior to when gentry adopts. They actually

follow the opinion leaders, they are the followers of the opinion leaders, and

themselves can ever take up the position of influencer or leader.

10. Who is a late majority?

They are exactly another 34% of people are extremely skeptical in adopting

anything new. Their adoption takes place after the product is established in the

market. They are sometime guided by economic necessity, pressure for family

and other influencing group in adopting the innovative product.

11. Who is a Laggard?


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They are about 16% of the people are laggards who are so traditional in their

attitude that they are unwilling to go through the learning process that is

required to understand the new product. It is very difficult to change their

attitude and their fixed concept that old is gold and new things should be dealt

with suspicion.

12. What is Engel - Kollat-Blackwell Theory?

A theory of buyer behaviour in which the individual's psychological makeup (his

personlaity, emotions, attitudes, etc) is believed to affect his mental process

and thus his behaviour in the market place.

13. What is Howard - Sheth theory?

A theory of buyer behaviour in which consumer buying is treated as rational and

systematic behaviour. The Howard Sheth theory attempts todescribe the

process occuring in an individual between the time stimuli (advertising

messages, etc.) are received and some form of buying response is initiated.

14. What is product disposition?

Disposing a product - keep it, get rid of it permanently, get rid of it temporarily.

15. What is consumer loyalty?

It is the degree to which consumer is sticking to a particular brand or a

Particular company.

16. What are the levels of Consumer decision making?

There are three levels of consumer decision making, they are extensive problem

solving, limited problem solving, and routinized response behaviour.

17. What is extensive problem solving?

When consumers have no established criteria for evaluating a product category

or specific brands in that category or have not narrowed the number of brands

they will consider to a small, manageable subset, their decision making efforts

can be classified as extensive problem solving.

18. What is limited problem solving?

At this level of problem solving, consumers already have established the basic

criteria for evaluating the product category and the various brands in the

category. However, they have not fully established preferences concerning a

select group of brands.

19. What is routinised response behaviour?


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At this level, consumers have experience with the product category and a well

established set of criteria with which to evaluate the brands they are

considering. In some situations, they may search for a small amount of

additional information; in others, they simply review what they already know.

Unit V

1. How does marketers do on-line marketing?

E-mail, web casting, bulletin boards and web communities.

2. What do you mean by online marketing?

It includes placing ads in on-line, selling products in online. In other words it is

Creating an electronic presence on the Internet.

3. List out the advantages of online marketing?

Convenience, Information, Fewer hassles, Quick adjustments to market

conditions, Low costs, Relationship building, audience sizing.

4. List out the disadvantages of online marketing?

Not for every company, Not for all products, Expensive.

5. What is e shopping?

Consumer buying his goods and services through online.Eg. Rediff.com

(Shopping), indiavarth.com enables the consumer to buy products through

online.

6. Differentiate personal consumer and Organisational or Industrial

consumer.

Personal consumer

Personal consumer buys goods and services for his/ her own use, for the use of

his/her household, or as a gift for someone, e.g., tooth paste, TV, Books et. The

personal consumer is sometimes also referred to as end user or ultimate

consumer.

Organisational or Industrial consumer

Organisational buyers/industrial buyers are those who buy goods and services

for the purpose of further production, resale and redistribution. The industrial

buyer buys goods and services for the purpose of increasing sales, cutting costs

and supplying their products to the customers at the lowest costs consistent

with quality. Organisational consumers include profit and non-profit businesses,

government agencies and institutions, etc.,


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7. Who are the participants in the consumer buying process?

Initiator

Influencer

Decider

Buyer

User

8. List out the stages of buying process.

Need recognition

Product awareness or information search

Evaluation

Purchase decision

Post purchase decision

9. Who are the participants in the industrial buying process?

Initiators

Users

Influencers

Deciders

Approvers

Buyers

Gatekeepers

10. Who is called as gatekeepers?

The people in a buying center within a firm who control the flow of purchasing

information within the organisation as well as between the buying firm and

potential

vendors.

11. List out the industrial buying process.,

Problem recognition

General need description

Product specifications

Supplier search

Proposal solicitation

Supplier selection

Order routine specifications


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Performance review

12. What are the different buying situations?

a. Straight rebuy

b. Modified rebuy

c. New task.

13. What do you mean by consumerism?

It is a movement to inform consumers and protect them from business

malpractices.

14. What do you mean by virtual personality or self?

A notion that provides an individual with the opportunity to try on different

personalities or different identities, such as creating a fictitious personality in an

online chat room.

Big questionsUnit I

1. What is consumer Behaviour? What is the importance of studying consumer

behaviour?

2. How can the study of consumer behaviour assist marketers in segmenting

markets and positioning products?

3. How is the knowledge of consumer behaviour useful to the marketer?

4. In what aspects an urban consumer will be different from a rural consumer?5. What are the various shopping patterns of the consumers? Explain.

6. Explain the various approaches to study of consumer behaviour.

7. Define consumer behaviour. What is the interrelationship between the

consumer behaviour discipline and the marketing concept?

8. Describe the impact of digital revolution on marketing and on consumer

behaviour.

Unit II

1. Discuss the role of attitude in consumer decision process.

2. Why it is important for a successful marketer to clearly understand consumer

needs and motivation?

3. Explain the motivational process and role of motives

4. Marketers dont create needs; needs preexist marketers. Discuss this


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statement.

5. What is learning? Explain the learning process of a consumer in a new buying

situation.

6. Explain the relationship between personality and buyer behaviour.

7. Explain the different motives behind the choice of low priced consumer items.

8. Discuss the significance of consumer perception in pricing and promotional

decisions.

9. Explain the concept of motives conflict in consumer behaviour.

10. How does self-concept affect consumer behaviour?

11. Explain the problems of Indian Consumers in relation to service

organizations.

12. What is the relevancy of Pavlovs theory in marketing?

13. Define selective exposure, selective retention and selective distortion.

14. Discuss the relevance of Maslows hierarchy in the context of needs of

Indian consumers. Explain the merits and demerits of the hierarchy.

15. Explain the factors that determine the receipt of external stimuli by a

consumer.

16. Explain what role age and life cycle play in forming consumer

perception.

17. What are various factors that influence consumer attitude formation?

Discuss consumer attitude formation regarding fast food.

18. Explain the measurement of attitude toward consumer behavour with an

illustration.

19. Explain the various buying motives with example.

20. What are stimulus generalization and discrimination learning and how are

they important to the marketer?

21. Explain Perceptual process and its impact on consumer behaviour.

22. What are the elements of consumer learning? How can marketers use

measures of recognition and recall to study the extent of consumer learning

process? Discuss in detail.

Unit III

1. Explain the influence of culture on consumer behaviour

2. Family is the learning ground for any consumer- Do you agree?


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Substantiate your answer.

3. Briefly explain cross-cultural consumer analysis.

4. Does media patronage differ with social class? Explain

5. Explain the relationship between cultural settings and choice criteria of food

products.

6. Does product consumption differ with social class? Explain.

7. What is the role of reference groups in influencing the consumer behaviour?

8. What is reference group? Name two reference groups that are important in

you. In what way do they influence you in your purchasing behaviour?

9. Explain the various reference group types.

10. What is social class? How does it help marketers to devise their strategies?

11. Define the concept of culture. How does it affect the consumer behaviour?

12. Explain the techniques of measurement of opinion leadership and discuss

how does it influence consumer behaviour.

13. What are the systematic approaches to measuring Social Class? Explain the

impact of social class on consumer buying behaviour.

14. Culture is shared, dynamic and can be measured. Comment.

Unit IV

1. What is cognitive dissonance? How does it affect consumer behaviour?

2. What is meant by cognitive dissonance? How is it reduced?

3. Define the five types of adopter categories.

4. Explain how consumer behaviour applies to strategic marketing decisions.

5. Why is an opinion leader a more credible source of product information than

an advertisement for the same product?

6. Explain the factors that affect the diffusion of an innovation.

7. What is meant by automatic response behaviour?

8. What is meant by diffusion of innovation?

9. Briefly outline the application of consumer behaviour principles to strategic

marketing.

10. How does the study of consumer behaviour helps in marketing decisions?

11. Describe consumer adoption process.

12. Explan in detail the Howard-Sheth model of consumer behaviour.

13. Explain in detail the Engel-Kollat model of consumer behaviour.


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14. What are the factors that influence the information search stage in

the consumer decision making process?

15. Write a detailed note on post purchase behaviour.

16. Explain any one model of consumer decision making process.

17. How do consumers reduce post-purchase dissonance? How can marketers

provide reinforcement to consumers after the purchase to reduce their

dissonance? Explain.

Unit V

1. E-Commerce necessitates new legislative measures for consumer protection.

Elucidate.

2. Explain the challenges of predicting the online consumer behaviour?

3. Discuss advantages and disadvantages of on-line marketing.

4. Describe the constituents of online buyer behaviour.

5. What do you mean by consumerism? Also explain the various consumer

protection measures in India for consumers.

6. Explain the industrial buying process.

7. Consumer haviour offers several aspectgs to the internet marketers. Do you

agree?

8. What are the factors influencing organizational buying behaviour? Explain

industrial buying behaviour process.


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Part-AAnswerthe following questions in 50-75 words each. 10x 2 = 20Q-1 Define consumer behavior and describe its relevance in marketing decision making.Q-2 How would you formulate the Marketing Strategy for consumer behaviour?Q-3 Discuss and illustrate the Input, Output Process Model by means of a diagram.Q-4 What is a Reference group? Explain the Types of Reference group.

Q-5 What is an advertising agency?Q-6 What do you mean by advertising campaign?Q-7 What is E-Business?Q-8 What is the need to protect the consumer?

Q-9 Discuss the situational factors in buying.

Q-10 What are various sets for making the choice of a brand?

Part-BAnswerAny Three questions in 100-200 words each. 10x 3 = 30Q-1 What is Segmentation? What are its bases?Q-2 Explain culture and its characteristics.Q-3 What are the classifications of adopters?

Q-4 What is the importance of motivation in consumer behaviour?Q-5 Describe briefly the influences that affect or alter brand choices.

Part-CAnswerthe following questions in 300-500 words each. 10 x 5 = 50Q-1 How does the external environment help and influences the individual determinants inconsumer behaviour?

OrWhat are factors affecting the influence of reference groups? What are the bases of socialpower?

Q-2 How is consumer behaviour influenced by relationships within families? Discuss withcontext to various family types.

OrWhat are various types of diffusion? List and explain the factors that are responsible for the

spread of innovationQ-3 What are the sources of information and the factors leading to high and low informationsearch?

OrWhat are the factors leading to satisfaction and dissatisfaction and, what are the responses of

a dissatisfied customer?Q-4 What do you mean by Promotion Mix? Describe all its elements.OrDescribe the advantages and disadvantages of advertising and other promotional tools.Q-5 What do you mean by appeals? What are different types of appeals? Illustrate with

example.Or

What is Motivation? Explain Two Factor theory of Motivation.


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Consumer behaviour Question Bank

Q.1 Briefly explain the VAL II lifestyles approach. How in your view is this explanation of lifestyles

segments useful in development of marketing strategy?

Q.2 How does the knowledge of personality help marketers develop suitable marketing

communication? How will you as a marketer use the knowledge of consumer personality to developadvertisement campaigns Describe in each case how the knowledge of personality has been applied.

Q.3 What do you understand by motivational conflict? Talk friends/close associates about some of

their recent purchases and collect from their examples of

1. Approach approach conflict2. Approach avoidance conflict3. Avoidance Conflict

What in your view is the application to which a marketer may put this knowledge ? (Faculty notes)

Q 4 Analyse the latest major organizational purchase within your own organization or any other

organization that your are familiar with respect of (June 2007)

1. Factors influencing the purchase decision2. Management of risk related to the decision

Q 5 As part of the urban administration, you want to change attitudes of young vers and promote safe

diving habits. Explain how would you use your understanding of the tricomponent model of attitudes to

plan your strategies for attitude change.

Q 6 Carefully study the Indian media for advertisements using celebrities. Find atleast three examples of

1. Celebrities used as experts2. Celebrities used for product endorsement

Celebrities used as spokesperson

Q 7 Taking a sample of ten families study the assignment of decision making roles in an Indian family for

1. purchase of consumer durables2. purchase of insurance3. long term investment decision4. health care service

Q 8 What are the factors that determine the extent of information search for products and

services : Explain with reference to the decision involving

1.

search for a restaurant for taking your family out for dinner2. search for a residential accommodation3. search for a pediatrician

Q 9 Read the case given below and answer the question given at the end of the case.


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Q 10 What learning approach and principles would you use to teachconsumers about Medicine from Nature? (June 2000)Q 11 How would you establish a favorable attitude for Medicine from Nature?

Q 12 Develop an ad or marketing approach to create a positive attitude toward Medicine fromNature focusing on the -----------------component.

a. Cognitive.

b. Affective

Q 13 To what motive(s) would you appeal to induce consumers to use Medicine from Nature?

Q 14 Carefully study the organizational buying behavior in your own organization or any other

organization that you are familiar with. Based on your study, describe the environmental, organizational,

interpersonal and personal factors which influenced the last major purchases made by the organization.

Q 15 Describe the needs that the following products would satisfy. Based on your answer, in each case

suggest what appeals should the marketer use to motivate the customers to buy the products?

1. a music system2. a motorcycle3. a washing machine

Q 16 Identify one advertisement each, which in your view are based on classical conditioning,

instrumental conditioning and cognitive learning . Discuss each advertisement to explain how it utilizes

the respective theory of learning .

Q 17 How can a marketer use the understanding of self concept to develop marketing strategies for

product like mens suiting and cars? Briefly explain the meaning and significance of self concept for

marketing decisions by applying it to the above buying situations

Q 18.. For the following products, suggest the type of reference groups that can be expected to

influence the purchase decisions. Justify your answer in each case

1. expensive watches2. refrigerators3. vacation packages

Q 19 Which stage in the Product lifecycle would constitute the most lucrative segment for the

following products and why? In accordance with your answer, suggest the most appropriate

promotions strategies in each case. .(Faculty notes )

1. multivitamin capsules2. washing machines3. mouthwash4. Mutual funds

Q 20 Describe the role of cultural values in influencing consumer behavior. How would you, as a

marketer of credit cards utilize your knowledge of culture to market these products in India? Discuss in

detail

Q 21 How would the knowledge of social stratification and the influence of Social class on buying

behavior affect the development of marketing strategy for A shopping complex

1. A new magazine


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2. A public service NGOQ 22 What are the factors that contribute to extensive search of information in consumer decision-

making and the factors that reduce the search for external information ? Discuss With reference to

the following purchase situations: Automobile repairs

1. Life insurance2. Soft drinks3. Pension plans

Q 23 Describe the decision rules or choice heuristics that you have used or would expect to use in case

of your own decision of the following. Justify your answer in each case :

1. Selection of a school for a child2. Buying your first computer3. Contribution to charity

Buying your residential house.

Q 24 How does the Howard Sheth model explain the consumer decision process? Describe in detail,

using the example of the last consumer durable purchased by your family (Faculty notes)

Q 25 Explain Attitude Toward-the-Ad Models. Discuss the strategic marketing implications of this model

Q 26. Explain how by altering components of the Multi-Attribute Model and changing beliefs about the

competitor's brands the marketers can alter consumer attitudes ?

Q 27 Distinguish between consumer behaviour and organizational buying behaviour. What buying

decisions do business buyers make?

Q 28. Define the term `Perception'. Explain the Weber's Law of the,j.n.d. Discuss the marketing

application of Weber's theory of j.n.d.

Q 29. What is "Self Perception Theory" of Learning ? Discuss the relevance of this theory from the

marketing strategy point of view.

Q. 30. What is Reference Groups? How do Reference Groups influence Consumers?

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