AMITY SCHOOL OF DISTANCE LEARNING

Post Box No. 503, Sector!!

No"#$ % &0'303
Co(s)*er Be+$,"or
Ass"-(*e(t A
M$r.s '0
A(s/er $00 1)est"o(s.
1. Define consumer behavior. Explain briefly the consumer buying decision process?
A.1 Co(s)*er 2e+$,"or is the study of when, why, how, and where people do or do not
buy product. It blends elements from psychology,
sociology, social anthropology and economics. It attempts to understand the buyer decision
maing process, both individually and in groups. It studies characteristics of individual
consumers such as demographics and behavioral variables in an attempt to understand
people!s wants. It also tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general.
"ustomer behavior study is based on consumer buying behavior, with the customer playing the
three distinct roles of user, payer and buyer. #elationship mareting is an influential asset for
customer behavior analysis as it has a een interest in the re$discovery of the true meaning of
mareting through the re$affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personali%ation, customi%ation and one$to$one mareting. &ocial functions can be categori%ed
into social choice and welfare functions.
Co(s)*er 2)3"(- #ec"s"o( 4rocess5
Nee# Reco-("t"o(
'he buying process starts with need recognition ( the buyer recogni%es a problem or need.
'he buyer senses a difference between his or her actual state and some desired state.
I(6or*$t"o( Se$rc+
'he stage of the buyer decision process in which the consumer is aroused to search for more
information) the consumer may simply have heightened attention or may go into active
information search.
A0ter($t",e E,$0)$t"o(
'he stage of the buyer decision process in which the consumer uses information to evaluate
alternative brands in the choice set.
P)rc+$se Dec"s"o(
'he stage of the buyer decision process in which the consumer actually buys the product.
Post 4)rc+$se Be+$,"or
'he stage of the buyer decision process in which consumers tae further action after purchase
based on their satisfaction or dissatisfaction.
*. +hat do you mean by post purchase behavior? Explain this with the help of suitable
examples.
A.* Ever have doubts about the product after you purchased it? 'his simply is post
purchase behavior and research shows that it is a common trait amongst purchasers of
products. ,anufacturers of products clearly want recent consumers to feel proud of their
purchase) it is therefore -ust as important for manufacturers to advertise for the sae of
their recent purchaser so consumers feel comfortable that they own a product from a
strong and reputable organi%ation. 'his limits post purchase behavior. i.e. you feel
reassured that you own the latest advertised product.
.ost$purchase behavior involves all the consumers! activities and the experiences that
follow the purchase. /sually, after maing a purchase, consumers experience post$
purchase dissonance. In other words, they regret their purchase decision. 'he reasons
for high post$purchase dissonance can be attractiveness and performance of forgone
alternatives, difficult purchase decision, large number of alternatives, etc.
A high level of post$purchase dissonance is negatively related to the level of satisfaction
the consumer draws out of product usage. +hile experiencing post$purchase
dissonance, consumers become acutely aware of the mareters! communication. 'o
reduce post$purchase dissonance, consumers may sometimes even return or exchange
the product.
In some cases, however, consumers initially use the product but after a period of
time fail to do so. Marketers, therefore, should not consider a product purchased as a
product consumed. A non-used product is also more likely to affect the repurchase
pattern of the consumers negatively. Consumers need to dispose off the products or
packaging before, during, or after the use. The issue of disposal is gaining
considerable importance for marketers as it directly affects the repurchase pattern of
the consumers.
.roduct use0consumption is followed by its evaluation, which may then lead to
satisfaction 1perceived performance 2 minimum desired expectations3) non$satisfaction
1perceived performance 4 minimum desired expectations3) or dissatisfaction 1perceived
performance 5 minimum desired expectations3. "onsumer dissatisfaction may result in
complaint behavior. "onsumers may choose to tae action against the mareter0service
provider by way of warning friends, returning the product, boycotting and brand
switching, complaining to the mareter, complaining to the relevant government0non$
government bodies, and0or taing legal action against mareters0service provider.
6. +hat are the environmental factors influencing buyer behavior? Explain the reference
group with the help of suitable examples.
E(,"ro(*e(t$0 6$ctors5 'hey are difficult to identify and measure. Environmental
influences can be physically, technologically, economically, political as well as cultural.
Examples of environmental factors7 Investment behavior, consumer behaviour, interest
rate, technology, legislation, competition, politics, ecology,89
Environmental factors comprise
1 &ocial factors 1reference group, family, role, and status3
* "ultural factors 1culture, sub$culture, social class3
0'. C)0t)r$0 F$ctor5
"ultural factor divided into three sub factors 1i3 "ulture 1ii3 &ub "ulture 1iii3 &ocial "lass
A. "ulture7$
'he set of basic values perceptions, wants, and behaviours learned by a member of
society from family and other important institutions. "ulture is the most basic cause of a
person!s wants and behaviour.
Every group or society has a culture, and cultural influences on buying behaviour may
vary greatly from country to country.
:. &ub "ulture 7$
A group of people with shared value systems based on common life experiences and
situations.
Each culture contains smaller sub cultures a group of people with shared value system
based on common life experiences and situations. &ub culture includes nationalities,
religions, racial group and geographic regions. ,any sub culture mae up important
maret segments and mareters often design products.
". &ocial "lass7$
Almost every society has some form of social structure) social classes are society!s
relatively permanent and ordered divisions whose members share similar values,
interests and behaviour.
0&. Soc"$0 F$ctors5
A consumer!s behaviour also is influenced by social factors, such as the 1i3 ;roups 1ii3 <amily
1iii3 #oles and status
A. ;roups 7$
'wo or more people who interact to accomplish individual or mutual goals.
A person!s behavior is influenced by many small groups. ;roups that have a direct
influence and to which a person belongs are called membership groups.
&ome are primary groups includes family, friends, neighbors and coworers. &ome are
secondary groups, which are more formal and have less regular interaction. 'hese
includes organi%ations lie religious groups, professional association and trade unions.
B. <amily7$
<amily members can strongly influence buyer behaviour. 'he family is the most
important consumer buying organi%ation society and it has been researched extensively.
,areters are interested in the roles, and influence of the husband, wife and children on
the purchase of different products and services.
C. #oles and &tatus 7$
A person belongs to many groups, family, clubs, and organi%ations.
'he person!s position in each group can be defined in terms of both role and status.
<or example. , = 8>8 plays the role of father, in his family he plays the role of husband,
in his company, he plays the role of manager, etc. A #ole consists of the activities
people are expected to perform according to the persons around them.
?. Explain the concept of motivation in the consumer behavior with the help of suitable
examples.
A.? ,otivation is what stimulates all human behavior. 'he process of motivation is initiated
by the tension an unsatisfied want creates. An individual maes all possible efforts to
reduce that tension. 'he needs or motives which are at the root of the motivation
process are of different types. .hysiological needs or primary needs include the need for
air, water, food, clothing, shelter and sex, while psychological or secondary needs
include the need for affection, status, security, etc.
@eeds could be positive, negative, utilitarian or hedonic, conscious or unconscious, and
accordingly goals are formulated. A person has many goals and these goals are never
ending and a failure to satisfy them sometimes leads to frustration. A person can deal
with this by targeting substitute or related goals or by building a defense mechanism
such as aggression, rationali%ation, regression and withdrawal.
It is very important for the mareters to now the motives influencing the consumer as
they initiate and direct all human behavior 1including consumer behavior3. ,any
psychologists such as +illiam ,c;uire and Aenry ,urray have tried to list human
motives) the motives listed by them are relevant to a mareter in studying consumer
behavior as well. +hile ,c;uire used a four point model to explain mareters that a
consumer is affected by a combination of needs and not a single need, ,urray tried to
list *B motives and stated that people have a similar set of needs, however they prioriti%e
them differently.
'heories of motivation also help mareters in understanding how consumers!
consumption is influenced by their needs. Abraham ,aslow tried to arrange such
significant needs into a hierarchy of five levels, depending on the relative importance of
the needs to a person. 'he five levels of needs given by him are 13 physiological needs,
*3 safety needs, 63 social needs, ?3 egoistic or self esteem needs and finally C3 self
actuali%ation needs. 'he trio of needs 1another theory of motivation3 deal with three
inds of needs vi%., need for power, need for affiliation and need for achievement. 'hese
needs play an important role in influencing consumer behavior. ,otivational conflict is a
concept which deals with the conflicting motives of the customers. Aere the mareter
tries to pro-ect the product as a solution to such conflicts.
+ith motivation being such a ma-or influence on consumption pattern of the customer,
there is a strong need to study it as part of mareting research. Dualitative techniEues of
observation, focus groups and in$depth interview and analysis are used to understand
the latent motives of a consumer. 'he level of involvement 1how interested the consumer
was about a product3 determines the degree of motivation a consumer had to buy that
product. 'he source of stimulation and the particular situation the consumer is in when
he or she comes into contact with the product also determine the level of involvement.
It could vary in degree, i.e. the customer!s involvement could be at the basic stage 1it
could be passive or low3) on the other hand involvement could be active or high. 'he
mareter has to understand how interested his consumer is and accordingly formulate
strategies and advertising. 'o conclude, the mareter who understands the various
needs that motivate a consumer in purchasing a product or service and is able to design
and showcase his products accordingly will be successful.
:ig mareters, at times, may also employ a full maret coverage strategy, which may
further be differentiated 1different mareting mix for different products3 or undifferentiated
1single mareting mix for all products3. &ometimes mareters adopt too many micro
segments, which later become redundant. In such a case, all segments are clubbed
together with a single mareting mix 1counter segmentation3.
C. +rite short notes on any three of the following.
A. .rimitive "ategori%ation7 Fn the most basic level, people tend to mae distinctions between
moving and non$moving entities. In particular, self$propelled and autonomous movement ( that
does not seem to be caused by external forces ( attracts attention since it is an indication of
Gliving matterH 1+hite, 1IIC3. In classical monster films, the convention of having the apparently
dead psychopath mae a small movement of a part of the body 1in close$up3, exploits this
propensity7 something we thought was dead, is now alive and GintentionalH again 1cf. also
puppets3.
Jisual appearance of a creature or ob-ect seems to be a fundamental triggerer of
anthropomorphic thining. "onfigurations that loo lie faces and bodies, in reality or in images,
have a particular salience to us. :abies seem to be predisposed to loo for and fasten their
ga%e in other peopleHs eyes. Aumans appear to be especially eEuipped to recogni%e faces and
body movements. .eople anthropomorphi%e entities that loo and move lie humans.
&uch effects have evolutionary value, which is probably why they have persisted 1G&pend
particular attention to things that loos lie thisH3. Fther primitive categori%ation can be explained
in the same manner. G"utenessH ( something small and obtrusive ( triggers feelings of Ginfantile
helplessnessH and a tendency to care for and protect 1'an, 1IIK71KLf3. Experiences of GuglinessH
and GbeautyH set off an action tendency to avoid or to approach that particular face of body.
:. Influence of <amily and <riends7 "onsumer often go on some form of information search to
help them through their purchase decision. &ources of information could be family, friends,
neighbors who may have the product you have in mind. <amily is the most influential group
for the consumer. 'he family members can strongly influence buyer behavior. It can be
distinguished between two families in the buyerHs life. Fne is the buyerHs parents who mae
up the family of orientation. <rom parents a person acEuires an orientation toward religion,
politics, and economics and a sense of personal ambition, self$worth, and love. 'he other is
the family of procreation$the buyerHs spouse and children$exert a more direct influence on
everyday buying behavior. ,areters are interested in the roles and relative influence of the
husband, wife, and children on the purchase of a large variety of products and services. 'he
purpose of this report is to discuss the role of the family in consumer behavior.
'here are three main elements directly effect the family consumption. 'hey are family
lifecycle, the structure of the family and family decisions maing process.
". .rimary vs. &econdary #eference ;roups7 A primary group is a typically small social
group whose members share close, personal, enduring relationships. 'hese groups are mared
by members! concern for one another, and shared activities and culture. Examples include
family, childhood friends, and highly influential social groups. Mou do not choose to be part of
these groups you -ust are. .rimary groups play an important role in the development of identity.
A primary group is a group in which one exchange implicit items, such as love, caring, concern,
animosity, support, and such. Examples, of these would be family groups, love relationships,
crisis support groups, church groups and such. #elationships formed in primary groups are
often long$lasting and goals in themselves. 'hey also are often psychologically comforting to the
individuals involved and provide a source of support and encouragement.
.eople in a secondary group interact on a less personal level than in a primary group, and their
relationships are temporary rather than long lasting. &ince secondary groups are established to
perform functions, peopleHs roles are more interchangeable. A secondary group is one you have
chosen to be a part of. 'hey are based on interests and activities. 'hey are where many people
mae can meet close friends or people they would -ust call acEuaintances. &econdary groups
are groups in which on exchanges explicit commodities, such as labor for wages, services for
payments, and such. Examples of these would be employment, vendor$to$client relationships,
and such.
D. 'he <amily Nife "ycle "oncept7 +hile the family life cycle concept is widely used in the
consumer behavior literature, its value for explaining variation in buyer behavior is less than it
could be. 'he ma-or problems with the concept as presently used are that7
113 it was borrowed from sociology without any basic revisions for consumer behavior use)
1*3 it is presently generally operationali%ed as a static classificatory scheme and therefore
cannot account for changing family structure) and
163 #esearchers have failed to lin family life cycle to the concept lifestyle $ another concept so
crucial to explaining variations in buyer behavior.
E. Frgani%ational :uying :ehavior. Frgani%ation buying is the decision$maing process by
which formal organi%ations establish the need for purchased products and services and identify,
evaluate, and choose among alternative brands and suppliers. :uying :ehavior is the decision
processes and acts of people involved in buying and using products.
@eed to understand7
+hy consumers mae the purchases that they mae?
+hat factors influence consumer purchases?
'he changing factors in our society.
"onsumer :uying :ehavior refers to the buying behavior of the ultimate consumer. A firm needs
to analy%e buying behavior for7
:uyerHs reactions to a firms mareting strategy has a great impact on the firmHs success.
'he mareting concept stresses that a firm should create a ,areting ,ix 1,,3 that
satisfies 1gives utility to3 customers, therefore need to analy%e the what, where, when
and how consumers buy.
,areters can better predict how consumers will respond to mareting strategies.
Co(s)*er Be+$,"or
Ass"-(*e(t B
M$r.s '0
A(s/er $00 1)est"o(s.
1. Explain the "ognitive Nearning 'heory with the help of suitable examples.
A.1 "ognitive theory is a learning theory of psychology that attempts to explain human
behavior by understanding the thought processes. 'he assumption is that humans are logical
beings that mae the choices that mae the most sense to them. OInformation processingP is a
commonly used description of the mental process, comparing the human mind to a computer.
.ure cognitive theory largely re-ects behaviorism on the basis that behaviorism reduces
complex human behavior to simple cause and effect. Aowever, the trend in past decades has
been towards merging the two into a comprehensive cognitive$behavioral theory. 'his allows
therapists to use techniEues from both schools of thought to help clients achieve their goals.
&ocial cognitive theory is a subset of cognitive theory. .rimarily focused on the ways in which
we learn to model the behavior of others, social cognitive theory can be seen in advertising
campaigns and peer pressure situations. It is also useful in the treatment of psychological
disorders including phobias.
*. A3 +hat are attitudes? Discuss briefly the strategies of attitude change.
Ans a. An $tt"t)#e is a hypothetical construct that represents an individual!s degree of lie or
dislie for an item. Attitudes are generally positive or negative views of a person, place, thing, or
eventQthis is often referred to as the attitude ob-ect. .eople can also be conflicted or
ambivalent toward an ob-ect, meaning that they simultaneously possess both positive and
negative attitudes toward the item in Euestion.
Attitudes are -udgments. 'hey develop on the A:" model 1affect, behavior, and cognition3
'he affective response is an emotional response that expresses an individual!s degree of
preference for an entity. 'he behavioral intention is a verbal indication or typical behavioral
tendency of an individual. 'he cognitive response is a cognitive evaluation of the entity that
constitutes an individual!s beliefs about the ob-ect. ,ost attitudes are the result of either direct
experience or observational learning from the environment.

Attitudes can be changed through persuasion and we should understand attitude change as a
response to communication. Experimental researches into the factors that can affect the
persuasiveness of a message include7
1. T$r-et C+$r$cter"st"cs5 'hese are characteristics that refer to the person who receives
and processes a message. Fne such trait is intelligence $ it seems that more intelligent
people are less easily persuaded by one$sided messages. Another variable that has
been studied in this category is self$esteem. Although it is sometimes thought that those
higher in self$esteem are less easily persuaded, there is some evidence that the
relationship between self$esteem and persuasibility is actually curvilinear, with people of
moderate self$esteem being more easily persuaded than both those of high and low
self$esteem levels 1#hodes = +oods, 1II*3. 'he mind frame and mood of the target
also plays a role in this process.
*. So)rce C+$r$cter"st"cs5 'he ma-or source characteristics are expertise,
trustworthiness and interpersonal attraction or attractiveness. 'he credibility of a
perceived message has been found to be a ey variable here) if one reads a report
about health and believes it came from a professional medical -ournal, one may be more
easily persuaded than if one believes it is from a popular newspaper. &ome
psychologists have debated whether this is a long$lasting effect and Aovland and +eiss
11IC13 found the effect of telling people that a message came from a credible source
disappeared after several wees 1the so$called 8sleeper effect83. +hether there is a
sleeper effect is controversial. .erceived wisdom is that if people are informed of the
source of a message before hearing it, there is less lielihood of a sleeper effect than if
they are told a message and then told its source.
6. Mess$-e C+$r$cter"st"cs5 'he nature of the message plays a role in persuasion.
&ometimes presenting both sides of a story is useful to help change attitudes.
b3 Explain the influences of reference groups on products and brands with the help of suitable
examples.
+hen the influence of reference groups on the purchase of a number of consumer goods was
first studied, it was found that the conspicuousness of a product is a strong determinant of its
susceptibility to reference group influence. "onspicuousness may be of two forms, however.
<irst the item must be exclusive in some way. If virtually everyone owns it, it is not conspicuous
in the first sense, even though it may be highly visible. Fperationally we may thin of this as the
distinction between luxuries 1having a degree of exclusivity3 and necessities 1possessed by
virtually everyone3. &econd the item must be seen or identified by others. 'hus, where an item
is consumed had great relevance. In this situation, a distinction may be made between publicly
consumed products 1which are seen by others3 and privately consumed items 1not seen by
others3. #eference groups may influence either the purchase of a product or the choice of a
particular brand, or both.
Fther consumer researchers have investigated the role of reference group influence on product
and brand choice for several product categories. Fne of these studies is summari%ed in <igure
below
In many consumer researches, reference group is a ey concept for demonstrating the
congruency between group membership and brand usage. It refers to the social groups that are
important to a consumer and against which he0she compares oneself. +ith different personal
goals, individuals would tae different types of reference groups. <or example, if someone
would lie to verify his own current social identities, he tends to compare himself with a Gmember
groupH, to which it supposes he belongs to. <or example, if a person considers himself to be
intellectual and his member group of intellectuals tends to drive a Jolvos, he may choose to
drive Jolvo too. &imilarly, an Gaspiration groupH is another type of reference group to which an
individual aspires to belong. If a consumer wishes to be more hip, and he sees hip people
wearing Jersace clothing, he may choose to wear Jersace clothing in an attempt to appropriate
the hip associations of that brand
6. +hy a researcher should prefer to use focus groups rather than depth interview? +hen
depth interview are preferable?
Ans 6. 'he mainstay of consumer research is the focus group 1or group discussion3 so beloved
and feared by politicians. A focus group consists of K$R people brought together for a discussion
moderated by an experienced researcher. A typical group lasts about IL minutes in length
1a mini$group may be ? people in a shorter timeframe3. 'he role of the moderators is to guide
the discussion to cover certain areas, but the reason for the group is so that discussion arises
among the participants spontaneously. In other words, the group structure means that those
taing part stimulate Euestions and comments from each other. In its original incarnation, this
meant that there was less chance of an 8interviewer effect8 distorting the research, but with
nowing respondents and the almost clichSd environment, this spontaneity and realism has
become more difficult to achieve. "onseEuently, a ma-or element of the success of the group is
the sill of the moderator in steering the group so that ey areas are covered in depths as they
emerge from the conversation and deeper motivations are uncovered, not -ust social norms.
'o help guide the focus group the moderator also uses a discussion guide and stimulus
materials. 'o help the discussion move away from superficial answers and to tap into deeper
motivations, respondents might be ased to loo out materials from maga%ines, or to eep a
diary in order to seed the conversation. And the discussion guide might be include tass for the
respondent to undertae, pro-ection techniEues 18if it was a car, what type would it be3, creativity
in addition to simple Euestions lie 8why do you say that8. A ey part of the moderatorHs -ob is to
ensure that everyone participates and has a chance to spea $ visual clues such as body
language, demeanor, and tone can be as important as the actual words said which means that
viewing a group can be extremely valuable in understanding what was going on.
Depth interviews 1or in$depth interviews $ IDIs3 are the second ma-or tool for Eualitative
research. 'hese involve a one$on$one depth interview which lie the focus group is guided by
the researcher using a discussion guide 1rather than a Euestionnaire3 allowing discussion to be
more open. In$depth interviews are the staple diet of the business$to$business Eualitative
research, pharmaceutical research and are common in consumer marets where an individual!s
detailed views are needed $ for instance on a sensitive sub-ect lie finance or health.
A typical depth taes place face$to$face and typically lasts about an hour in length. Aowever,
shorter versions can be carried out over the phone, or phone and web combination, particularly
for international research. 'he depth interview is in the form of a 8directed conversation8, which
unlie the formal structured Euestionnaire of a Euantitative survey, is designed to be open$
ended, exploratory and to allow the interviewer to probe ey areas of interest. Aowever, it may
also include standardi%ed Euestions and Euestionnaire$lie elements.
Nie the focus group the Euality of the interviewers listening and probing that will determine the
Euality of information obtained. In business$to$business marets, where issues may be technical
in nature or focused on specific business issues 1eg finance, channel issues, profitability or
value in use3, a specialist :*: researcher will have a deeper understanding of the issues and
be better able to identify ey business relationship issues.
Fn the phone, increasingly depths can be combined with stimulus sent simultaneously over the
internet, meaning that telephone depths can start to have the same impact as face$to$face
studies.
C$se St)#3
Ne/ C)sto*er I(6or*$t"o( Nee#s
A customer, new to the ban, wals in through the door and loos around for the most liely
place to open a new account. 'here are two customer service representatives 1"&#3 in the
room, and neither of them has a customer at the des. 'he one nearest to the door is on phone,
and the one behind him has her head down, apparently buried in her wor. @o one loos up in
the direction of the customer.
'he customer, ,rs. :en-amin, moves within view of the customer service representative at the
first des. Ae continues taling, obviously completing a personal phone call, without looing up.
After several seconds, he says, 8l!ve got to go. I!ve got a customer.8 Ae hangs up and loos up,
saying, 8,ay I help you?P ,rs. :en-amin taes a seat on her own initiative and tells him that she
wants to open a current account. 'he "&# reaches for the signature card and service brochure
and starts Euoting the monthly balance reEuirement to avoid a service charge on a regular
current account.

,rs. :en-amin changes direction entirely and indicates her particular interest in 8something that
offers an overdraft line of credit ... does the ban offers anything...?.P"lipping her last Euestion,
the "&# refers automatically to the cash reserve account and says that it!s something
customers have to Eualify for. Ae informs ,rs. :en-amin that she!ll have to fill out a credit
application and the ban will probably start her off with a #s. *C,LLL line and see how she
manages it. 'hen, after a while she can reEuest an increase if she wants. Ae ass the
necessary Euestions and completes the paperwor to open the current account and hands her
the cash reserve application, telling her that she can mail it bac or drop it off next time she!s in
the ban. Ae ass her if she wants an A', card. &he says no, and that!s the end of that
discussion. &he selects her chec style, gives him her opening deposit, and finishes the
transaction. As ,rs. :en-amin leaves the ban, she wonders if everyone who wors for the ban
is as poor in human relations sills as this "&#. &he also wonders if she made a mistae by not
-ust waling out after being told, in essence, that she might not be a good enough customer to
Eualify for more than #s. *C,LLL of the ban!s credit. +ell, anyway, she!s stuc with them now $
for a while at least. &he!ll wait and see how it goes over the next few months, and she thins to
herself, 8If I!m still not comfortable with the ban, I!ll shop around and move my account to a
ban where the people treat you as if you really matter to them.8
7)est"o(s5
1a3 'he case presents a pre$purchase information search situation. Aow well has the ban
fulfilled the informational needs of the customer?
Ands a. In the above case ban fulfill the informational needs at the below satisfactory level not
much more then that. :an -ust gives the facility whatever ,rs. :en-amin ass, they do
not offer from their side. "&# at the ban did not interact in the proper way with the lady
and not provide full information. In other words ban is failed to satisfy a customer.
1b3 Aow is the above interaction liely to affect the customer!s perception of the ban?
Ans b. Above interaction leaves a very bad impact on the customer. "ustomer is not at All
satisfied and she is not going to appreciate it in front of others. After the interaction
customer is thining to change her account from this ban and this is a very bad thing
for a ban.
1c3 +hat is the mareting implication of the above interaction?
Ans ". Above interaction will lead to a bad mareting implication. "ustomer in the above
interaction is not at all satisfied and she is going to spread negative mareting in her circle.
1d3 Aow would you advise the ban in terms of fulfilling the informational needs of customers?
Ans d. I would lie to advise the ban that they should trained their "&# well so that they can
interact with the new customer in the pleasant way and can provide full information so that a
customer can happily leave from the ban. 'hey should have proper broachers with full
information to satisfy a customerHs Euestion. It will not only enhance their image but will lead to
a good result in social mareting.
Co(s)*er Be+$,"or
Ass"-(*e(t C

T"c. *$r. 89: t+e *ost $44ro4r"$te $(s/er
1. 'he person who determines that some need or want is not being met is$$
a3 Influencer
b3 Initiator
c3 :uyer
d3 /ser
*. 'he person who actually maes the purchase is$$
a3 Influencer
b3 Initiator
c3 :uyer
d3 /ser
6. 'he five stages of consumer decision process are$$
a3 .roblem recognition, information search, evaluation behavior, post$purchase
behavior and purchase decision.
b3 .roblem recognition, purchase decision, evaluation behavior, satisfaction and re$
purchase
c3 .roblem recognition, post$purchase behavior, satisfaction, re$purchase and
information research
d3 @one of the above
?. 'he riss that are always at the bacend of every customer are$$
a3 .erceived riss
b3 @ormal riss
c3 Abnormal riss
d3 @one of the above
C. TTTTTTTTTT factor has broadest and deepest influence on consumer behaviour.
a3 #eference group
b3 &ocial "lass
c3 "ulture
d3 &ub$culture
K. Environmental factors that influence the buyer behaviour in the sub$culture
lower, middle and higher is the$$
a3 &ocial group aspect
b3 #eligious group aspect
c3 Age group aspect
d3 @one of the above
B. 'he process by which children acEuire the sills, nowledge and attitude necessary to
function as consumers is$$
a3 "onsumer sociali%ation
b3 "onsumer orientation
c3 "onsumer speciali%ation
d3 @one of the above
R. In the organi%ational buying, the first phase is$$
a3 &earch for and Eualification of potential sources
b3 @eed recognition
c3 &election of an order routine
d3 @one of the above
I. &eeing new positive tals about$$
a3 Information about the product purchased
b3 Information about the sales
c3 Information about the company
d3 @one of the above
1L. TTTTTTTTTT provide information to other members.
a3 ;ateeepers
b3 Influencers
c3 Deciders
d3 @one of the above
11. TTTTTTTTTTTT control the flow of information about a product or service in a
family.
a3 ;ateeepers
b3 Influencers
c3 Deciders
d3 @one of the above
1*. TTTTTTT are having power to tae decision.
a3 ;ateeepers
b3 Influencers
c3 Deciders
d3 @one of the above
16. TTTTTTTTTTTT who initiate or carry out disposal or discontinuation of a particular
product or service.
a3 ,aintainers
b3 Disposers
c3 /sers
d3 @one of the above
1?. ,aslowHs theory postulates TTTTTTTT basic levels of human needs.
a3 <ive
b3 <our
c3 'hree
d3 'wo
1C. TTTTTTTTTTTGs psychoanalytic theory of personality is the cornerstone of modern
psychology.
a3 &igmund <reud
b3 .hilip Uotler
c3 @iel Armstrong
d3 @one of the above
1K. In TTTTTTTTTTTT , the childHs primary source of pleasure is the process of elimination
a3 Fral stage
b3 Anal stage
c3 .hallic stage
d3 @one of the above
1B. In TTTTTTTTTTTT, the infant first experiences social contact with the outside world
through the mouth.
a3 Fral stage
b3 Anal stage
c3 .hallic stage
d3 @one of the above
1R. TTTTTTTT is a personality trait that measures the degree of rigidity individual display
towards the unfamiliar and information that is contrary to its own established beliefs.
a3 "onsumerism
b3 Dogmatism
c3 Absenteeism
d3 @one of the above
1I. TTTTTTTTTT is defined as the process by which an individual selects, organi%es, and
interprets stimuli into a meaningful and coherent picture of the world.
a3 .erception
b3 Attitude
c3 Information
d3 @one of the above
*L. V@D stands$$
a3 Vunior notified doctor
b3 Vust @oticeable difference
c3 Vust @ot done
d3 @one of the above
*1. TTTTTTTTT is the stimuli that give direction to the motives.
a3 #esponse
b3 #einforcement
c3 "ues
d3 @one of the above
**. "hanging the basic motivational function is a$$
a3 &trategy of attitude change
b3 &trategy of personality change
c3 &trategy of reference group change
d3 @one of the above
*6. TTTTTTTTT is closely lined to cultural or group values and involves the sanction of what
ought to or should be done.
a3 #eferent power
b3 Negitimate power
c3 Expert power
d3 @one of the above
*?. In TTTTTTTTTTTTT power consumers accept information from members within a group
whom they perceive to be experts.
a3 #eferent power
b3 Negitimate power
c3 Expert power
d3 @one of the above
*C. TTTTTTTTTT includes individuals who have direct influences on the consumer.
a3 'he sociali%ation agents
b3 'he commerciali%ation agents
c3 'he modern agents
d3 @one of the above
*K. 'he instigator is also nown as$$
a3 'he influencer
b3 'he initiator
c3 'he buyer
d3 @one of the above
*B. TTTTTTTTTT is someone whose opinion is valued in the decision$maing process.
a3 'he influencer
b3 'he initiator
c3 'he buyer
d3 @one of the above
*R. 'his is the person who maes the final purchase$$
a3 'he influencer
b3 'he initiator
c3 'he buyer
d3 @one of the above
*I. <ull nest 1 is$$
a3 Moung, married without child
b3 Moung, no children
c3 Moung, married with child
d3 @one of the above
6L. <ull nest * is$$
a3 Moung, married with child
b3 Moung, no children
c3 Fld, married with children
d3 @one of the above
61. <ull nest 6 is$$
a3 Flder, married, with dependent children
b3 Flder, married with children
c3 Moung, no children
d3 @one of the above
6*. Empty nest is$$
a3 Flder, married with dependent children
b3 Flder, married without children
c3 Flder, married with no children living with them
d3 @one of the above
66. &olitary &urvivors are$$
a3 Flder, married with no children living with them
b3 Moung, married with child
c3 Flder, single, retired people
d3 @one of the above
6?. <rom the consumption pattern point of view, in TTTTTTTT stage of the family life cycle,
outdoor sporting goods, sports, cars, fashion clothing etc. are consumed.
a3 Moung married with children
b3 Moung married without children
c3 Moung single
d3 @one of the above
6C. Achieving professionals are the$$
a3 'he upper$middle class
b3 'he lower$upper class
c3 'he middle class
d3 @one of the above
6K. "ontent analysis, "onsumer <ieldwor etc., is the measurement of$$
a3 "ulture
b3 Attitude
c3 .ersonality
d3 @one of the above
6B. TTTTTTTTTTTTT is the broadest component that has an effect on consumer behaviour.
a3 "ulture
b3 &ocial class
c3 #eference groups
d3 @one of the above
6R. 'here are TTTTTTTT types of cultural values.
a3 'hree
b3 'wo
c3 <our
d3 <ive
6I. @ationality is a TTTTTTTTTTT aspect.
a3 "ultural
b3 &ub$cultural
c3 .ersonality
d3 @one of the above
?L. 'here are TTTTTTTT types of sub$cultures are there.
a3 'hree
b3 <our
c3 <ive
d3 @one