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Assignment - A
Question 1: Define consumer behavior.
consumer buying decision process?
Explain briefly the
Answer: Consumer behavior can be defined as a psychological
process that a person goes though in recognizing needs, finding to
solve those needs, making purchase decisions, interpret information,
make plans on how to buy and finally buying the product. It can also
be said that consumer behavior is a study of individuals, groups, or
organizations and the process they use to select, secure, use and
dispose of products and services to satisfy the needs and the impact
that these processes have on the consumer and the society. This
behavior is often associated with a need and can be satisfied by a
tangible item or service.
The consumer buying process starts when a consumer has a problem,
wherein they now search for information on products or services that
can help solve the situation. They (consumers) try to internalize on
what information are needed and sort them accordingly. External
source of information is also used to look for items or services.
Mediums can be the following: Internet, radio, TV, newspapers or
magazines.
The selection process follows wherein the customer has tried and
looked for several viable items that can help resolve the problem. It is
in this stage that the consumer tries to rationalize which item or
service is the most applicable and useful to the current situation. Once
a product is selected, the consumer has now moved on the purchase
decision. It is in this stage that the consumer will actually buy the
selected product either thru cash or via credit cards.
Question 2: What do you mean by post purchase behavior?
Explain this with the help of suitable examples.
Answer: Post-purchase behavior involves all the consumers' activities
and the experiences that follow the purchase. Usually, after making a
purchase, consumers experience post-purchase dissonance. In other
words, they regret their purchase decision. The reasons for high post-
2. Locality there are some consumers who are limiting their buying
behavior on their location. Competitor products may be available
for purchase but are located outside of their comfort zones are
often not patronized.
3. Family similar to culture, the family has great influence on the
buyers behavior as deciding on what to buy or what to get has to
coincide if its acceptable to the family.
4. Social class some products may be readily purchased by all
classes and there are some which are above the buying capability.
It can also be interpreted that some social class does not patronize
products belonging to another class.
5. Past experience in some cases wherein the product purchased did
not meet the expectations of the consumer, they will not buy the
same product again.
6. Lifestyle buying items or service depends on the current lifestyle
of the buyer as this will definitely come into play if for example
buyer only has limited means then they will opted to buy cheaper
items rather than regular or expensive ones.
7. Gender Typically, product purchases as based on gender
decisions have an impact on items being offered. Different buying
mindsets for the man and woman leads to different product
preferences despite similar in effect.
8. Reference groups Some consumers buy the products they need
or want based on the perceptions and experiences of others. They
often employ the bandwagon method wherein if everyone says its
good, it probably is. The consumer tries to do some research or
coordinate with different reference group to get feedback on the
product and if they are satisfied with it.
Question 4: Explain the concept of motivation in the consumer
behavior with the help of suitable examples.
Answer: Motivation is the inner drive that reflects goal-directed
arousal. In consumer behavior context, the result is desire for a
product, service, or experience. It is the drive to satisfy needs and
wants, both physiological and psychological, thru purchase and use of
products and services. Motivation in consumer behavior is often
associated with Maslows Hierarchy of Needs. It is in this concept that
there is a presence of a need that has to be satisfied by either a
tangible item or service. It also identifies types of needs which are the
following: Physiological, Safety, Love and belongingness, Esteem and
Self Actualization.
Assignment - B
Question 1: Explain the Cognitive Learning Theory with the
help of suitable examples.
Answer: Cognitive Learning Theory attempts to explain human
behaviour by understanding the thought processes. The assumption
is that humans are logical beings that make the choices that make
the most sense to them. Information processing is a commonly
used description of the mental process, comparing the human mind
to a computer.
It can also be explained that we actively learn when we make an
effort to organize, store and finding the relationship between old
and new information, scripts and schema. To simplify things,
Cognitive Learning Theory is about how information is processed by
the mind.
A good example of this concept is when a child interacts with
his/her environment. As the child interacts he/she undergoes two
processes: Assimilation and Accommodation. In Assimilation, the
child interacts with an object or event in a way that is consistent
with an existing scheme. Accommodation is where the child tries to
modify an existing scheme or forms a new one to account for a new
event. In other words, people assimilate new experiences by
relating them to things they already know. On the other hand,
accommodation is what happens when the schema itself changes to
accommodate new knowledge. According to Piaget, cognitive
development involves an ongoing attempt to achieve a balance
between
assimilation
and
accommodation
that
he
termed equilibration.
People are intrinsically motivated to try to make sense of the world
around them. According to this view, people are sometimes in the
state of equilibrium, they can comfortably explain new events in
terms of their existing schemes. However at times they can
encounter events they cannot explain our make sense of this is
called disequilibrium, a mental discomfort. Through reorganizing
thought people are able to then understand the previously ununderstandable and r
eturn to equilibrium.
Case Study
New Customer - Information Needs
A customer, new to the bank, walks in through the door and looks around for
the most likely place to open a new account. There are two customer service
representatives (CSR) in the room, and neither of them has a customer at
the desk. The one nearest to the door is on phone, and the one behind him
has her head down, apparently buried in her work. No one looks up in the
direction of the customer.
The customer, Mrs. Benjamin, moves within view of the customer service
representative at the first desk. He continues talking, obviously completing a
personal phone call, without looking up. After several seconds, he says, "l ve
got to go. I ve got a customer." He hangs up and looks up, saying, "May I
help you? Mrs. Benjamin takes a seat on her own initiative and tells him that
she wants to open a current account. The CSR reaches for the signature card
and service brochure and starts quoting the monthly balance requirement to
avoid a service charge on a regular current account.
Mrs. Benjamin changes direction entirely and indicates her particular interest
in "something that offers an overdraft line of credit ... does the bank offers
anything...?.Clipping her last question, the CSR refers automatically to the
cash reserve account and says that it s something customers have to qualify
for. He informs Mrs. Benjamin that she ll have to fill out a credit application
and the bank will probably start her off with a Rs. 25,000 line and see how
she manages it. Then, after a while she can request an increase if she wants.
He asks the necessary questions and completes the paperwork to open the
current account and hands her the cash reserve application, telling her that
she can mail it back or drop it off next time she s in the bank. He asks her if
she wants an ATM card. She says no, and that s the end of that discussion.
She selects her check style, gives him her opening deposit, and finishes the
transaction. As Mrs. Benjamin leaves the bank, she wonders if everyone who
works for the bank is as poor in human relations skills as this CSR. She also
wonders if she made a mistake by not just walking out after being told, in
essence, that she might not be a good enough customer to qualify for more
than Rs. 25,000 of the bank s credit. Well, anyway, she s stuck with them
now - for a while at least. She ll wait and see how it goes over the next few
months, and she thinks to herself, "If I m still not comfortable with the bank,
I ll shop around and move my account to a bank where the people treat you
as if you really matter to them."
Questions:
Question a: The case presents a pre-purchase information
search situation. How well has the bank fulfilled the
informational needs of the customer?
Assignment - C
1.
The person who determines that some need or want is not being met is-a)
b)
c)
d)
2.
Influencer
Initiator
Buyer
User
The person who actually makes the purchase is-a)
b)
c)
d)
3.
Influencer
Initiator
Buyer
User
The five stages of consumer decision process are-a) Problem recognition, informa
tion search, evaluation behaviour, postpurchase behaviour and purchase decision.
b) Problem recognition, purchase decision, evaluation behaviour, satisfaction an
d
re-purchase
c) Problem recognition, post-purchase behaviour, satisfaction, re-purchase and
information research
d) None of the above
4.
The risks that are always at the backend of every customer are-a)
b)
c)
d)
5.
Perceived risks
Normal risks
Abnormal risks
None of the above
__________ factor has broadest and deepest influence on consumer behaviour.
a)
b)
c)
d)
Reference group
Social Class
Culture
Sub-culture
b)
c)
d)
8.
Consumer orientation
Consumer specialization
None of the above
In the organizational buying, the first phase is-a)
b)
c)
d)
9.
Search for and qualification of potential sources
Need recognition
Selection of an order routine
None of the above
Seeking new positive talks about-a)
b)
c)
d)
10.
Information
Information
Information
None of the
b)
c)
d)
Gatekeepers
Influencers
Deciders
None of the above
13. ____________ who initiate or carry out disposal or discontinuation of a part
icular
product or service.
a)
b)
c)
d)
14.
Maslows theory postulates ________ basic levels of human needs.
a)
b)
c)
d)
15.
Maintainers
Disposers
Users
None of the above
Five
Four
Three
Two
___________s psychoanalytic theory of personality is the cornerstone of modern
psychology.
a)
b)
c)
d)
16.
In ____________ , the childs primary source of pleasure is the process of elimina
tion
a)
b)
c)
d)
17.
Junior notified doctor
Just Noticeable difference
Just Not done
None of the above
_________ is the stimuli that give direction to the motives.
a)
b)
c)
d)
22.
Perception
Attitude
Information
None of the above
JND stands-a)
b)
c)
d)
21.
Consumerism
Dogmatism
Absenteeism
None of the above
__________ is defined as the process by which an individual selects, organizes,
and
interprets stimuli into a meaningful and coherent picture of the world.
a)
b)
c)
d)
20.
Oral stage
Anal stage
Phallic stage
None of the above
c)
d)
23.
Strategy of reference group change
None of the above
_________ is closely linked to cultural or group values and involves the sanctio
n of what
ought to or should be done.
a)
b)
c)
d)
24.
In _____________ power consumers accept information from members within a group
whom they perceive to be experts.
a)
b)
c)
d)
25.
Referent power
Legitimate power
Expert power
None of the above
__________ includes individuals who have direct influences on the consumer.
a)
b)
c)
d)
26.
The socialization agents
The commercialization agents
The modern agents
None of the above
The instigator is also known as-a)
b)
c)
d)
27.
The influencer
The initiator
The buyer
None of the above
__________ is someone whose opinion is valued in the decision-making process.
a)
b)
c)
d)
28.
The influencer
The initiator
The buyer
None of the above
This is the person who makes the final purchase-a)
b)
c)
d)
29.
Referent power
Legitimate power
Expert power
None of the above
The influencer
The initiator
The buyer
None of the above
Full nest 1 is-a)
b)
c)
d)
Young, married without child
Young, no children
Young, married with child
None of the above
30.
Full nest 2 is-a)
b)
c)
d)
31.
Full nest 3 is-a)
b)
c)
d)
32.
The upper-middle class
The lower-upper class
The middle class
None of the above
Content analysis, Consumer Fieldwork etc., is the measurement of-a)
b)
c)
d)
37.
Young married with children
Young married without children
Young single
None of the above
Achieving professionals are the-a)
b)
c)
d)
36.
Older, married with no children living with them
Young, married with child
Older, single, retired people
None of the above
From the consumption pattern point of view, in ________ stage of the family life
cycle,
outdoor sporting goods, sports, cars, fashion clothing etc. are consumed.
a)
b)
c)
d)
35.
Older, married with dependent children
Older, married without children
Older, married with no children living with them
None of the above
c)
d)
38.
There are ________ types of cultural values.
a)
b)
c)
d)
39.
Three
Two
Four
Five
Nationality is a ___________ aspect.
a)
b)
c)
d)
40.
Reference groups
None of the above
Cultural
Sub-cultural
Personality
None of the above
There are ________ types of sub-cultures are there.
a)
b)
c)
d)
Three
Four
Five
None