BACHELOR OF BUSINESS ADMINISTRATION

VTH SEM / 3RDYEAR:

CONSUMER BEHAVIORS NEPBBA-502

SECTION-A (Very Short Answer Type Questions)

UNIT-I
S.No. Question
a) What do you mean by consumer behaviors?
Consumer behaviors refer to the actions, decisions, and processes that individuals or groups engage in when
selecting, purchasing, using, and disposing of products or services. It is a field of study in marketing and psychology
that examines how people make choices and what factors influence those choices.
b) What are the buying motives of consumer behaviors?

The buying motives of consumer behavior are the underlying reasons or psychological drivers that influence why a
consumer decides to purchase a particular product or service. These motives can be broadly classified into different
categories based on emotional, rational, and social factors.

• Emotional Motives Buying based on feelings, desires, or emotions.

Examples: Prestige, comfort, love, fear, or beauty.

• Rational Motives Buying based on logic, practicality, and value.

Examples: Quality, price, functionality, or long-term investment.

• Social Motives Buying influenced by societal pressure or trends.

Examples: Social status, peer influence, or following trends.

• Psychological Motives Buying based on internal needs or habits.

Examples: Hunger, curiosity, or routine behavior.

• Other Motives Altruism: Helping others or supporting causes.

Patriotism: Supporting local or national products.

c) Gives the importance of consumer behaviors.

Importance of Consumer Behavior (Short Points)

1. Understand customer needs and wants.

2. Develop better products and services.
3. Create effective marketing strategies.
4. Boost customer satisfaction and loyalty.
5. Increase sales and revenue.
6. Predict market trends and adapt.
7. Optimize pricing strategies.
8. Minimize business risks.
9. Encourage innovation and competitiveness.

d) What are the buying roles of consumers?

Buying Roles of Consumers

In the buying process, consumers can take on different roles. These roles often overlap and vary depending on the
situation. The key roles are:

1. Initiator The person who first suggests or identifies the need for a product or service.
o Example: A child asking for a new video game.
2. Influencer The person who influences the decision by providing information, opinions, or advice.
 o Example: A friend recommending a particular smartphone brand.
3. Decider The person who makes the final decision about what to buy and from where.
o Example: A parent deciding which car to purchase for the family.
4. Buyer The person who physically makes the purchase.
o Example: A person who goes to the store or orders online.
5. User The person who actually uses the product or service.
o Example: A student using a laptop purchased by their parents.
6. Gatekeeper The person who controls the flow of information or access to decision-makers.
o Example: A receptionist filtering sales calls or a parent deciding what advertisements their child
sees.

e) What do you mean by consumer and customer?

Consumer Refers to the end user of a product or service.

They are the ones who ultimately use or consume what has been purchased.
Example: A child eating a chocolate bar is the consumer.

Customer Refers to the person or entity that purchases the product or service.
They may or may not be the end user.
Example: A parent buying a chocolate bar for their child is the customer.

Key Difference: A consumer uses the product, while a customer buys it.
Sometimes, the consumer and customer can be the same person (e.g., someone buying a sandwich and eating it
themselves).

f) What are the difference between buyer and user?

Buyer The person or entity who purchases the product or service.

They are involved in the transaction, including payment or placing the order.
They may or may not use the product themselves. Example: A parent buying a toy for their child.

User The person or entity who actually uses or consumes the product or service.
They may or may not have been involved in the purchasing decision.
Example: The child playing with the toy bought by the parent.

g) Write the need of studying consumer behaviors.

• Understand consumer needs and preferences.

• Create effective marketing strategies.
• Predict market trends and demands.
• Enhance customer satisfaction and loyalty.
• Boost sales and profitability.
• Develop innovative products.
• Set competitive pricing strategies.
• Compete effectively in the market.
• Reduce product and business risks.
• Cater to cultural and social influences.

h) Write the function of post purchase behaviors.

• Satisfaction or Dissatisfaction – Determines if the product meets expectations.

• Repeat Purchases – Satisfied customers are more likely to buy again.
• Word-of-Mouth – Positive experiences lead to recommendations and reviews.
• Brand Loyalty – Builds preference for the brand if the experience is positive.
• Cognitive Dissonance – Doubt or regret after the purchase, especially for expensive items.
• Product Returns/Complaints – Consumers may return products or voice complaints if unsatisfied.
• Trust & Relationship Building – Creates long-term consumer-company relationships.
 • Feedback for Improvement – Provides insights for improving products and services.

i) What do you mean by potential consumer?

A potential consumer refers to an individual or group who has the potential to purchase a product or service in the
future but has not yet made a purchase. They may show interest in the product, meet the target market's criteria, or
exhibit behaviors that suggest they could become buyers.

Key Characteristics of Potential Consumers:

Interest or Awareness – They are aware of the product or service and may show interest.
Need or Desire – They have a need or desire that the product or service can fulfill.
Ability to Purchase – They have the means or financial capability to buy, though they may not have done so yet.
Intent to Buy – They might be considering the product but haven’t made a decision to purchase yet.
j) What do you mean by societal concepts of consumer?

• Consumerism – Focus on consumer rights, protection, and fair practices.

• Sustainable Consumption – Choosing eco-friendly and responsible products.
• Ethical Consumption – Supporting businesses with ethical practices (e.g., fair trade, animal
welfare).
• Cultural Influences – Social and cultural trends shaping consumer choices.
• Social Responsibility – Supporting businesses that contribute positively to society.
• Consumer Protection – Ensuring consumers are protected from unfair practices.
• The Role of Technology – Empowering consumers with information and digital connectivity.
 UNIT-II

a)
What do you mean by consumer behaviors model?

The Nicosia Model was developed by Francesco Nicosia in 1966. It is one of the earliest models to focus
on the relationship between the company and the consumer. This model highlights how
communication from a business triggers responses and decision-making processes in the consumer. The
model consists of four main stages

• Stimulus – Company sends marketing messages to the consumer.

• Information Search – Consumer processes and evaluates the information.
• Evaluation of Alternatives – Consumer compares and weighs options.
• Purchase Decision – Consumer makes the final purchase choice.
• Feedback Loops – Post-purchase experience affects future behavior.

psychoanalytical model
• Unconscious Mind – Consumer behavior is influenced by hidden desires and emotions.
• Id, Ego, Superego – Id drives impulse purchases, Ego balances desires with reality, and
Superego reflects moral standards.
b) •What
Emotional different– types
are the Appeal Consumers oftenhabits
of buying makeofdecisions
consumer?based on emotions, not logic.
•• Complex Buying Behavior – – Involves high-involvement decisions, like buying a car or
•
house. –
• Dissonance-Reducing Buying Behavior – High-involvement purchases with post-purchase
anxiety, like electronics.
• Habitual Buying Behavior – Routine, low-involvement purchases, like buying the same
toothpaste.
• Variety-Seeking Buying Behavior – Consumers switch products for variety, like changing
snack brands.
• Impulse Buying Behavior – Unplanned, spontaneous purchases driven by emotions or
offers.
• Loyalty-Based Buying Behavior – Consistent purchases from the same brand due to trust or
satisfaction.
c) What do you mean attitude ?

Attitude refers to a consumer's consistent feelings, beliefs, and evaluations toward a product, brand, or service. It
reflects how a person feels about something and influences their behavior, including buying decisions.

1. Cognitive – The beliefs and thoughts a person has about a product (e.g., "This brand is high quality").
2. Affective – The emotional response or feelings a person has toward a product (e.g., "I love this brand").
3. Behavioral – The actions or intentions to act in a certain way toward the product (e.g., "I will buy this
brand again").

UNIT-III
S.No. Question
a) What do you mean by perception?
Perception refers to the process by which consumers organize and interpret information from their environment
to form an understanding or opinion about a product, brand, or service. It is how an individual perceives or
interprets the world around them based on their sensory experiences (sight, sound, taste, etc.) and prior
knowledge.
b) What are the different types of attitude?
• Positive Attitude – Favorable feelings toward a product or brand (e.g., loyal customers).
• Negative Attitude – Unfavorable feelings, often due to past bad experiences.
• Neutral Attitude – Indifference or no strong opinion about a product or brand.
• Indifferent Attitude – Lack of interest or concern toward the product or brand.
• Ambivalent Attitude – Mixed or conflicting feelings about a product or brand.
• Inconsistent Attitude – Contradictory beliefs or behaviors, making opinions unpredictable.
c) Gives the importance of personality.
Personality refers to the unique set of psychological traits and characteristics that influence how an individual
thinks, feels, and behaves. In consumer behavior, understanding personality is important because it helps
businesses predict consumer preferences, tailor marketing strategies, and develop products that align with
different personality types.
• Affects Buying Choices – Personality influences preferences.
• Helps in Brand Positioning – Targeting specific personality traits.
• Fosters Loyalty – Loyal consumers repeat purchases.
• Enables Targeted Marketing – Personalized campaigns based on personality.
• Guides Product Development – Creating products for specific personality needs.
• Shapes Perception – Personality impacts brand views.
d) What do you mean by self concepts?
Self-concept refers to the way an individual perceives and understands themselves, including their beliefs,
feelings, and thoughts about their identity. It is how people see themselves and how they think others perceive
them. Self-concept influences behavior, choices, and preferences, including consumer behavior.

1. Actual Self – How a person sees themselves currently.

2. Ideal Self – How a person wishes to be or aspires to be.
3. Social Self – How a person believes others perceive them.
4. Ideal Social Self – How a person wants to be seen by others.
5. Extended Self – Identity linked to possessions (e.g., clothes, cars).

Importance: Self-concept influences buying decisions, brand loyalty, and marketing strategies.

e) Define ‘learning.
Learning refers to the process through which individuals acquire knowledge, skills, attitudes, or behaviors
through experience, study, or teaching. In consumer behavior, learning is how consumers change their attitudes
or behaviors based on their experiences with products, brands, or services.
 • Classical Conditioning – Learning through association (e.g., positive feelings linked with a brand).
• Operant Conditioning – Learning through rewards and punishments (e.g., loyalty programs).
• Cognitive Learning – Learning through understanding and problem-solving (e.g., reading reviews before
buying).
f) What are the objectives of social marketing?

Social marketing aims to influence behaviors that benefit individuals and society as a whole, often by promoting
social good, public health, or environmental sustainability. The main objectives of social marketing are:

Objectives of Social Marketing (Short Points)

1. Behavior Change – Encourage healthier or sustainable behaviors.

2. Raise Awareness – Increase knowledge of social issues.
3. Promote Social Causes – Support important societal causes.
4. Encourage Positive Habits – Foster responsible habits.
5. Reduce Harmful Practices – Discourage harmful behaviors.
6. Create Social Change – Promote societal improvements like equality.

h) What do you mean by reference group?

A reference group is a group of people that influences an individual's attitudes, beliefs, behaviors, and purchasing
decisions. These groups serve as a point of comparison for individuals, shaping their perceptions and decisions
either directly or indirectly.

1. Primary Reference Group – Close groups like family and friends that directly influence behavior.
2. Secondary Reference Group – Distant groups like professional associations that influence decisions.
3. Aspirational Reference Group – Groups individuals aspire to be part of (e.g., celebrities).
4. Dissociative Reference Group – Groups individuals want to avoid association with.

Importance: Reference groups influence consumer behavior and help marketers target specific audiences.

UNIT-IV
S.No. Question
a) What do you mean by reference group?
A reference group is a group of people that influences an individual’s attitudes, beliefs, and behaviors. These
groups act as a point of comparison for individuals, shaping their choices, values, and purchasing decisions.
• Primary – Close groups (family, friends) with direct influence.
• Secondary – Larger groups (professional organizations) with indirect influence.
• Aspirational – Groups individuals admire and want to be part of.
• Dissociative – Groups individuals want to avoid association with.
b) What do you mean by social class?
Social class refers to a group of people within a society who share similar economic, social, and cultural status.
It is typically determined by factors like income, education, occupation, and lifestyle. Social class influences
consumer behavior, preferences, and purchasing patterns.
• Economic Status – Based on income and wealth, influencing spending power.
• Education – Higher education levels often lead to different product preferences.
• Occupation – Type of job influences purchasing decisions.
• Lifestyle – Tastes and preferences shaped by social class (e.g., luxury vs. practical products).
c) What do you mean by consumer satisfaction?
Consumer satisfaction refers to the degree to which a consumer feels that their expectations of a product or
service have been met or exceeded after purchasing and using it. It reflects the overall happiness or
contentment a consumer has with their buying experience.
• Expectation vs. Reality – Satisfaction when expectations are met or exceeded.
• Product Quality – High-quality products lead to higher satisfaction.
• Customer Service – Positive interactions with staff enhance satisfaction.
 • Value for Money – Feeling of receiving good value for the price paid
d) Write four feature of Indian consumer?

• Price Sensitivity Indian consumers are highly price-conscious and often seek value for money.

• Preference for Local Brands There is a strong inclination toward local products, especially when they offer
good quality at affordable prices.

• Cultural Influence Consumer behavior is influenced by cultural values, traditions, and festivals, impacting
purchasing decisions.

• Technologically Evolving Indian consumers are increasingly adopting digital platforms for shopping, but a
significant portion still values in-store shopping experiences.

e) What do you mean by consumer decision making process ?

• Problem Recognition The consumer realizes a need or problem (e.g., running out of toothpaste).

• Information Search The consumer looks for information about products or services to solve the problem
(e.g., researching brands online).

• Evaluation of Alternatives The consumer compares different options based on features, price, and reviews.

• Purchase Decision The consumer selects and buys the product or service that best meets their needs.

• Post-Purchase Behavior The consumer evaluates their satisfaction with the purchase, influencing future
decisions (e.g., loyalty or regret).

f) What are the elements of decision making?

• Problem Identification – Recognize the need or issue.

• Information Gathering – Collect relevant data.
• Alternatives Evaluation – Compare options.
• Choice Selection – Pick the best option.
• Implementation – Act on the decision.
• Review – Assess the outcome.

g) What do you mean by problem identification?

Problem identification refers to the process of recognizing and understanding an issue or need that requires a
solution. It is the first step in decision-making and involves identifying the gap between the current situation
and the desired outcome.

• Recognize the need or issue.

• Understand the nature and scope of the problem.
• Determine the cause of the problem.
• Set objectives to address the issue.
• Prioritize the problem if multiple issues exist.

h) What do you mean by attitude formation?

Attitude formation refers to the process by which individuals develop their attitudes, which are their feelings,
beliefs, and behaviors toward objects, people, or ideas. These attitudes are shaped by various factors and
influence decision-making and behavior.

1. Personal Experiences – Shaped by past interactions with products or people.

 2. Social Influences – Impact of family, friends, and reference groups.
3. Cultural Factors – Shaped by societal norms and values.
4. Marketing and Media – Influenced by advertisements and brand messaging.
5. Learning and Education – Knowledge and information shape attitudes.

Importance: Drives consumer behavior and purchasing decisions.

UNIT-V
S.No. Question
a) What is the industrial buying problem?

Industrial buying problems refer to the challenges and complexities organizations face when purchasing goods
and services for business use, production, or operations.

Key Industrial Buying Problems (Short Points):

1. Complex Decision-Making
o Involves multiple stakeholders and lengthy processes.
2. Vendor Selection
o Difficulty in identifying reliable and cost-effective suppliers.
3. Quality Concerns Ensuring products meet required standards and specifications.
4. Cost Management Balancing quality with budget constraints.
5. Supply Chain Issues Problems with timely delivery and inventory management.
6. Technological Changes Keeping up with advancements affecting procurement needs.
7. Customization Needs Difficulty in sourcing products tailored to specific business requirements.

b) What do you mean by buying decision?

Buying decision refers to the process by which a consumer or organization decides whether, what, when, and from
whom to purchase a product or service. It involves evaluating needs, gathering information, comparing options,
and making a final choice.

Key Points About Buying Decision:

1. Need Recognition – Identifying the need or problem to solve.

2. Information Search – Gathering details about products or services.
3. Evaluation of Alternatives – Comparing options to select the best one.
4. Purchase Decision – Making the final decision to buy.
5. Post-Purchase Behavior – Evaluating satisfaction after the purchase.

Importance: Buying decisions influence consumer satisfaction, brand loyalty, and overall market dynamics.

c) What do you mean by industrial market?

An industrial market refers to a market where businesses, organizations, or institutions purchase goods and
services for use in the production of other goods, for resale, or to support their operations. These buyers typically
include manufacturers, wholesalers, government agencies, and institutions.

1. Business-to-Business (B2B) Transactions Deals between businesses rather than between businesses and
consumers.
2. Bulk Purchases Large quantities of products or raw materials are purchased for production use.
3. Derived Demand Demand is driven by the need for products that are used in the production of other
goods or services.
4. Longer Decision-Making Process Purchasing decisions are often more complex and involve multiple
stakeholders.
 5. Customized Products Often requires tailored products to meet specific operational needs.
6. Relationship-Based Stronger relationships between buyers and sellers, with long-term contracts and
agreements.
Examples: A company purchasing raw materials for manufacturing, or a hospital buying medical
equipment.

d) Define about Service marketing.

Service marketing refers to the promotion and sale of intangible products or services. It focuses on delivering
value through activities, experiences, or processes, rather than physical goods. Examples include banking,
healthcare, hospitality, and education.

Key Features of Service Marketing (Short Points):

1. Intangibility – Services cannot be touched or stored; they are experienced.

o Example: Consulting or therapy services.
2. Inseparability – Services are produced and consumed simultaneously.
o Example: A live performance or dining at a restaurant.
3. Perishability – Services cannot be stored for later use.
o Example: Unused airline seats or hotel rooms.
4. Variability – Quality of service may vary depending on the provider or situation.
o Example: A different haircut experience with the same stylist.

Importance: Service marketing builds customer relationships, creates trust, and emphasizes the value of service
quality to drive satisfaction and loyalty.

e) What do you mean by industrial buying situation?

An industrial buying situation refers to the specific context or scenario in which businesses purchase goods or
services for operational, production, or resale purposes. It varies based on the complexity and frequency of the
purchase.
Types of Industrial Buying Situations (Short Points):

1. New Task Buying A business purchases a product or service for the first time.
o Example: Buying new machinery for production.
2. Straight Rebuy Routine purchases of the same products without modification.
o Example: Regular ordering of raw materials.
3. Modified Rebuy Re-evaluation of an existing purchase with some changes (e.g., price, specifications, or
supplier).
o Example: Switching to a new supplier for better cost or quality.

Importance: Understanding the buying situation helps businesses design tailored marketing strategies for
industrial customers.

f) Write the function of industrial buying behaviors.

1. Need Recognition Identifying the need for goods or services required for operations or production.
2. Supplier Selection Evaluating and choosing suppliers based on price, quality, and reliability.
3. Information Gathering Researching products, services, and suppliers to make informed decisions.
4. Product Evaluation Assessing options based on technical specifications, cost, and performance.
5. Decision-Making Involving multiple stakeholders to finalize purchases.
6. Order Processing Managing contracts, negotiations, and purchase orders.
7. Post-Purchase Evaluation Reviewing supplier performance and product satisfaction for future decisions.

These functions help businesses make strategic and cost-effective purchasing decisions.
g) What are the importance s of organization buying behaviors?

1. Cost Efficiency Helps organizations make informed purchasing decisions to reduce costs.
2. Supplier Relationships Builds long-term partnerships with reliable suppliers for consistent quality.
3. Better Decision-Making Analyzing buying behavior ensures strategic and data-driven decisions.
4. Operational Continuity Ensures timely procurement of goods and services to avoid disruptions.
5. Customization Understands specific needs for tailored products or services.
6. Market Insight Provides information about trends and supplier performance for competitive advantage.

Understanding buying behavior ensures organizations achieve efficiency, quality, and long-term success.
h) What do you mean by industrial buying decision?

Industrial buying decision refers to the process by which businesses or organizations decide on purchasing goods
or services needed for production, operations, or resale. It is a systematic process involving multiple stakeholders
and complex evaluation criteria.

Key Features of Industrial Buying Decision (Short Points):

1. Need Identification Recognizing the requirement for materials, equipment, or services.

2. Information Search Researching suppliers, products, and alternatives to meet the need.
3. Evaluation of Alternatives Comparing suppliers and products based on price, quality, and delivery.
4. Decision-Making Multiple stakeholders (e.g., purchasing team, engineers) are involved in the final
decision.
5. Supplier Selection Choosing a vendor that meets the organization's criteria.
6. Post-Purchase Review Assessing supplier performance and product effectiveness for future decisions.

Importance: Ensures cost-effectiveness, quality procurement, and operational efficiency for businesses.

i) What is the process of organization buying decision behaviors?

1. Problem Recognition Identifying the need for a product or service.

2. Need Description Defining the technical specifications and quantity required.
3. Supplier Search Identifying potential suppliers or vendors.
4. Proposal Solicitation Requesting bids, quotes, or proposals from suppliers.
5. Supplier Selection Evaluating and choosing the most suitable supplier.
6. Order Placement Issuing purchase orders and finalizing contracts.
7. Performance Review Assessing the supplier’s performance and product quality for future decisions.

This structured process ensures efficiency and consistency in organizational purchasing decisions.
j) What are the differences between industrial buying Vs consumer buying?

Aspect Industrial Buying Consumer Buying

Buyer Businesses or organizations Individuals or households
Purpose For production, resale, or operations For personal use or consumption
Decision-Making Involves multiple stakeholders Usually made by a single person
Purchase Volume Bulk purchases Small quantities
Complexity High, with detailed specifications Relatively simple decisions
Focus Cost, quality, and long-term benefits Brand, price, and emotional appeal
Demand Type Derived demand (based on end-user needs) Direct demand (based on personal needs)
Buying Process Formal and structured Informal and spontaneous
Examples Machinery, raw materials, office equipment Groceries, clothing, electronics

Industrial buying is typically more complex and strategic, while consumer buying is more emotional and focused
on individual preferences.
 SECTION-B (Short Answer Type Questions)
UNIT-I
S.No. Question
b) State the scope and nature of consumer behaviors.

Scope of Consumer Behavior Understanding consumer needs. Analyzing purchase decision-making.

Evaluating cultural and social influences. Segmenting the market for targeting.
Assessing post-purchase satisfaction and loyalty.

Nature of Consumer Behavior Dynamic – Changes over time and trends.

Complex – Influenced by multiple factors. Goal-Oriented – Purchases fulfill needs or desires.
Externally Influenced – Social, cultural, and economic factors play a role.
Individual Differences – Varies across consumers.

c) consume is the starting and end of all economics activity. Explain about this statement

The statement "Consumer is the starting and end of all economic activity" highlights the central role
consumers play in the economy. Here's an explanation:

1. Starting Point (Demand Creation): Consumers drive economic activity by creating demand for goods
and services. Businesses produce goods and services based on consumer needs and preferences.
Without consumer demand, there would be no motivation for production or trade.

2. End Point (Purpose of Production): The ultimate goal of production is to satisfy consumer needs.
Goods and services are consumed by individuals, completing the economic cycle.
Consumers’ satisfaction and feedback influence future production and innovation.

3. Economic Flow: Consumers’ purchasing decisions impact all sectors of the economy, from raw material
suppliers to retailers.
Their spending contributes to national income, employment, and overall economic growth.

4. Importance of Consumer Behavior: Understanding consumer behavior helps businesses and

policymakers design better products, services, and policies.
It ensures that resources are allocated efficiently to meet consumer demands.

Conclusion: Consumers are the driving force behind economic activity, as their needs initiate production, and
their consumption completes the economic cycle. Without consumers, the economy would stagnate.

d) Explain the steps of consumer research process.

1. Problem Definition – Identify the research objective.

2. Research Design – Plan the methodology and approach.
3. Data Collection – Gather primary or secondary data.
4. Data Analysis – Analyze the collected data for insights.
5. Interpretation – Draw conclusions from the analysis.
6. Reporting – Present findings in a clear format.
7. Decision-Making – Use insights to make informed decisions.

f) Analyze the need of studding of consumer behaviors.

• Improves Marketing Strategies – Tailors campaigns to consumer needs.

• Enhances Product Development – Creates products that match consumer preferences.
• Increases Customer Satisfaction – Leads to better services and loyalty.
• Effective Segmentation – Identifies and targets different consumer groups.
• Forecasting Demand – Predicts market trends and resource needs.
• Competitive Advantage – Offers better solutions and innovation.
 • Improves Pricing Strategy – Sets prices based on consumer willingness to pay.

g) Why marketer depends upon the study of market?

1. Understand Consumer Needs Helps marketers identify and fulfill consumer preferences and desires.
2. Identify Market Trends Provides insights into emerging trends, allowing businesses to stay ahead of
competition.
3. Optimize Marketing Strategies Enables the development of targeted and effective marketing
campaigns.
4. Improve Product Offerings Provides feedback on product performance and areas for improvement.
5. Enhance Customer Satisfaction Helps businesses understand consumer pain points and improve the
customer experience.
6. Measure Market Potential Assesses the size and potential of the market for better resource
allocation.
7. Reduce Risks Informed decisions based on market research reduce uncertainties and minimize risks.

UNIT-II

S.No. Question
e) What do mean by price effect on consumer behaviors?

1. Influences Purchasing – Higher prices may deter, lower prices encourage purchases.
2. Perceived Value – Higher prices may signal better quality.
3. Price Sensitivity – Some consumers are more affected by price changes.
4. Price Elasticity – Demand changes with price fluctuations.
5. Discounts & Promotions – Can boost consumer purchases.
6. Brand Loyalty – Price increases can lead to brand switching.
7. Psychological Pricing – Techniques like $9.99 make products seem cheaper.

g) Explain about the Internal variable of consumer.

• Perception How consumers interpret and make sense of information and stimuli (e.g., advertisements,
product features).

• Motivation The driving force behind a consumer’s need to fulfill a desire or solve a problem (e.g.,
purchasing a product to satisfy hunger or status).

• Attitudes The consumer's general feelings or evaluations about a product, brand, or service, which
influence their purchasing decisions.

• Learning The process through which consumers acquire knowledge or experience that influences future
decisions (e.g., positive experiences leading to brand loyalty).

• Personality Individual traits or characteristics that influence how consumers react to products, brands, and
marketing strategies (e.g., adventurous or conservative).

• Self-Concept How consumers perceive themselves and how this influences their choices (e.g., purchasing
products that align with their identity).

• Values and Beliefs The principles and beliefs that guide consumer decisions, shaping preferences for
certain products or brands based on cultural or personal values.
 UNIT-III
S.No. Question
c) Discuss in detail the objectives and the factors influencing consumer personality.

Objectives of Studying Consumer Personality

Tailor Marketing Campaigns – Customize ads and promotions to appeal to specific personalities.
Product Design and Innovation – Create products that match consumer personalities.
Build Brand Connections – Develop emotional connections with consumers based on personality.
Customer Segmentation – Group consumers based on personality traits for better targeting.
Enhance Customer Experience – Personalize experiences to increase satisfaction and loyalty.

Factors Influencing Consumer Personality

Hereditary Factors – Innate traits like temperament influence personality.
Cultural Influences – Cultural background and socialization shape consumer behavior.
Social Factors – Social class and reference groups impact personality and buying behavior.
Psychological Factors – Motivation, perception, values, and beliefs guide purchasing decisions.
Life Experiences – Past experiences and major life events alter consumer preferences.
Psychological Traits – Self-concept and lifestyle influence product choices.
Situational Factors – Environment, time, and economic conditions affect purchasing behavior.
d) What are the different elements of attitude formation?
Elements of Attitude Formation
Cognitive Component – Beliefs and knowledge about a product.
Affective Component – Emotional feelings towards a product.
Behavioral Component – Actions or intentions based on attitudes.
Personal Experience – Direct experiences shaping attitudes.
Social Influences – Impact of family, peers, and culture.
Values and Beliefs – Deep-rooted values influencing attitudes.
External Stimuli – Advertising and media affecting attitudes.
f) What do you mean by consumer motivation?

Internal Drive – The desire to fulfill needs or wants.

Need Fulfillment – Motivated to satisfy basic or psychological needs.

Push and Pull Factors – Internal (push) and external (pull) influences on decisions.

Maslow’s Hierarchy – Motivation varies from basic needs to self-actualization.

Psychological Drivers – Emotions, beliefs, and perceptions impact motivation.

Incentives – Discounts and rewards encourage purchases.

j) Explain about cultural influences on consumer behaviors.

1. Cultural Norms – Shared values and acceptable behaviors impact consumer choices.
2. Subcultures – Different cultural subgroups have unique consumption patterns.
3. Socialization – Learning cultural values from family, peers, and media.
4. Cultural Values & Beliefs – Deep cultural values shape preferences and attitudes.
5. Rituals and Traditions – Cultural practices influence buying behavior, especially around holidays.
6. Language & Communication – Language differences affect how consumers engage with brands.
7. Globalization – Exposure to global cultures influences local consumer trends.
 UNIT-IV

S.No. Question
a) What are the bases of sub culture?

1. Ethnicity Subcultures formed based on ethnic or racial backgrounds, such as African American,
Hispanic, or Asian communities, influencing preferences and behaviors.
2. Religion Religious beliefs and practices create subcultures that influence consumer behavior, such as
dietary restrictions, holidays, and rituals.
3. Geography Regional differences within a country (e.g., urban vs. rural, North vs. South) lead to
distinct subcultures with unique consumption habits.
4. Age Groups Different age groups (e.g., Generation Z, Millennials, Baby Boomers) form subcultures
with specific preferences in technology, fashion, and lifestyle.
5. Social Class Economic status can create subcultures with different attitudes toward luxury, value, and
lifestyle choices (e.g., working-class vs. upper-class subcultures).
6. Lifestyle People with similar interests, hobbies, or values (e.g., fitness enthusiasts, gamers,
environmentalists) form subcultures that influence their consumption patterns.
7. Occupation Professional groups (e.g., doctors, engineers, artists) may have subcultures with distinct
behaviors, preferences, and brand loyalty.
8. Gender Gender-based subcultures, such as male and female groups, can have different consumption
patterns, especially in categories like fashion, beauty, and technology.

Conclusion:

Subcultures are formed based on various bases like ethnicity, religion, geography, and lifestyle, which shape
consumers' behaviors, preferences, and purchasing decisions. Understanding these subcultures helps marketers
target specific groups effectively.

b) Explain about the consumer communication process.

Sender – The brand or marketer creating and sending the message.
Message – The content or information being communicated.
Encoding – Converting the message into symbols or words.
Media/Channel – The platform used to deliver the message (e.g., TV, social media).
Receiver – The target consumer receiving the message.
Decoding – How the receiver interprets the message.
Feedback – The response or reaction from the consumer.
Noise – Distractions or external factors that interfere with the communication.
c) Why study of culture important to marketers?
• Understand Consumer Behavior – Helps predict preferences and buying habits.
• Market Segmentation – Enables targeted marketing for specific cultural groups.
• Product Development – Design products that align with cultural values.
• Effective Communication – Craft messages that resonate with cultural nuances.
• Brand Positioning – Position brands to align with cultural values and preferences.
• Global Strategy – Adapt marketing for different cultures in international markets.
• Build Consumer Trust – Brands that respect cultural differences earn loyalty.
d) What are the types of consumer buying habits?
• Complex Buying Behavior – High involvement, significant brand differences (e.g., buying a car).
• Dissonance-Reducing Buying Behavior – Minimal brand differences, post-purchase dissonance (e.g., buying
a washing machine).
• Habitual Buying Behavior – Low involvement, frequent, habitual purchases (e.g., groceries).
• Variety-Seeking Buying Behavior – Desire for variety, even when satisfied with current product (e.g., trying
new snacks).
f) How consumer decision making changes as purchase involvement increases?

1. More Information Search Higher involvement leads to consumers seeking more information about
the product, comparing alternatives, and researching options.
 2. Greater Evaluation of Alternatives Consumers carefully evaluate different brands, features, and
prices to make an informed decision.
3. Longer Decision-Making Process The process becomes more deliberate and extended as the
consumer takes time to consider all factors.
4. Increased Emotional Investment Higher involvement typically means stronger emotional attachment
to the purchase, especially for high-involvement products like cars or houses.
5. Perceived Risk Consumers feel higher perceived risk in terms of financial, social, or emotional
consequences, leading to more cautious and thoughtful decision-making.
6. Influence of External Sources Consumers tend to consult more external sources, such as reviews,
expert opinions, or friends and family, when the purchase involves higher stakes.

Conclusion:As purchase involvement increases, consumers engage in a more thorough, deliberate, and
emotionally invested decision-making process to reduce risk and ensure satisfaction with the purchase.

i) Explain about alternatives development of consumer solution.

• Definition – Identifying and evaluating options to solve a need or problem.

• Sources – Gathered from past experiences, ads, reviews, or recommendations.
• Evaluation – Compared based on price, quality, features, and brand.
• Consideration Set – Narrowed list of actively evaluated options.
• Decision Rules – Use compensatory (weighing pros/cons) or non-compensatory criteria.
• Factors – Influenced by preferences, budget, culture, and marketing.

j) What do you mean by opinion leader?

An opinion leader is someone who influences the thoughts, decisions, and actions of others, especially in
a specific area or topic. People see them as knowledgeable, trustworthy, and reliable, often turning to
them for advice or recommendations. Opinion leaders help shape trends, share their views, and connect
consumers with brands. They can be influencers, celebrities, experts, or community leaders whose
opinions matter to their audience. In marketing, they play a key role in building trust and promoting
products by sharing honest and relatable messages.

UNIT-V

S.No. Question
a) What are the participant of industrial market .

1. Producers – Companies buying raw materials or tools for manufacturing.

2. Resellers – Wholesalers and retailers selling goods without changes.
3. Government – Public agencies purchasing for infrastructure and services.
4. Institutions – Non-profits like schools and hospitals buying for operations.
5. Service Providers – Businesses using goods to deliver services (e.g., IT, logistics).
6. International Buyers – Exporters or foreign companies buying for global use.

b) l Discuss about buying motives of industrial consumers

• Economic Motives Focus on cost-effectiveness, profitability, and value for money. Industrial buyers look for
products that offer the best price-performance ratio.

• Product Quality Buyers prioritize products with high quality, reliability, and durability to ensure efficient
production and reduce downtime.

• Business Needs Purchases are driven by the specific operational needs of the organization, such as raw
materials, machinery, or technology upgrades.
 • Supplier Relationship

• Strong relationships with trustworthy suppliers influence repeat purchases and long-term
collaborations.

• Customization and Flexibility Industrial consumers are motivated by products that can be tailored to their
unique requirements.

• Technical Support and After-Sales Service Access to ongoing support, training, and maintenance services is
a key motivator for buyers.

• Organizational Goals Decisions are aligned with long-term goals like sustainability, innovation, or market
competitiveness.

• Risk Reduction Buyers prefer proven products and established suppliers to minimize risks associated with
quality or delivery failures.

c) What is the industrial consumer behaviors dimension?

• Economic Factors Focus on cost, return on investment (ROI), and long-term profitability of purchases.

• Organizational Goals Decisions align with company objectives like productivity, quality, or sustainability.

• Product Specifications Emphasis on product quality, reliability, and technical compatibility with operations.

• Buying Process Follows a formalized and structured process involving multiple decision-makers.

• Supplier Relationship Trust, reputation, and long-term partnerships influence buying behavior.

• Risk Management Preference for reliable suppliers and proven products to minimize risks.

• Environmental Factors Influenced by market trends, economic conditions, and regulatory compliance.

• Social and Interpersonal Influences Interaction among teams, stakeholders, and individual preferences
within the organization.

d) Why industrial consumer differ from individual customer?

• Buying Motivation

• Industrial Consumers: Driven by business needs, cost-effectiveness, quality, and productivity.

• Individual Customers: Driven by personal desires, emotions, and preferences.

• Purchase Volume

• Industrial Consumers: Purchase in large quantities or bulk for production or business operations.
• Individual Customers: Typically make smaller, individual purchases for personal use.

• Decision-Making Process

• Industrial Consumers: Involves multiple stakeholders (e.g., managers, engineers, procurement teams)
in a formalized decision-making process.
• Individual Customers: Generally make decisions individually or with family/friends and without a
 formal process.

• Product Complexity

• Industrial Consumers: Look for specialized, technical, and customized products for specific business
needs.
• Individual Customers: Purchase more standard, ready-made products for personal use.

• Purchase Frequency

• Industrial Consumers: Often make recurring or long-term purchases depending on business needs.
• Individual Customers: Make one-off or occasional purchases.

• Relationship with Suppliers

• Industrial Consumers: Tend to have long-term, ongoing relationships with suppliers for consistency
and reliability.
• Individual Customers: Relationship with brands or retailers is usually less personal and more
transactional.

• Risk Factors

• Industrial Consumers: More focused on minimizing operational risks, product failure, and production
downtime.
• Individual Customers: Concerned with personal satisfaction, convenience, and price.

SECTION-C [Descriptive Answer Type Questions ]

UNIT-I
S.No. Question
a) Explain about consumer buying habits. Why the study of consumer buying habits is important in present
scenario?

1. Definition – Patterns and tendencies in consumer purchasing decisions (e.g., product choice,
frequency).
2. Types of Habits:
o Routine: Regular, low-effort purchases (e.g., groceries).
o Complex: In-depth research (e.g., car buying).
o Dissonance-Reducing: Uncertainty post-purchase (e.g., electronics).
o Variety-Seeking: Seeking change (e.g., trying new snacks).
3. Influencing Factors:
o Personal: Age, income, lifestyle.
o Social: Family, peer pressure.
o Psychological: Motivation, perception.
o Cultural: Values, traditions.

Importance of Studying Consumer Buying Habits (Short Points)

1. Understand Consumer Needs – Adapt products based on shifting preferences.

2. Effective Targeting – Tailor messages to specific segments.
3. Product Innovation – Develop or modify products to meet needs.
 4. Better Marketing Strategies – Improve campaigns based on buying behavior insights.
5. Adapt to Trends – Stay responsive to market and cultural changes.
6. Enhance Loyalty – Build long-term relationships by understanding purchase drivers.

b) Explain the consumer research process.

1. Problem Definition – Identify the research objective or issue.

2. Research Design – Choose the research type (exploratory, descriptive, or causal).
3. Data Collection – Gather primary or secondary data (surveys, interviews, reports).
4. Data Analysis – Analyze data to identify patterns or trends.
5. Interpretation of Results – Draw conclusions and insights from the data.
6. Report Findings – Present the results with actionable recommendations.
7. Decision Making – Use findings to inform business decisions and strategies.

c) Discuss the various reasons of market dissatisfaction. How these problems can be reduced?

Reasons for Market Dissatisfaction (Short Points)

1. Poor Product Quality Products fail to meet customer expectations in terms of durability,
functionality, or performance.
2. Unmet Customer Expectations Promises made through marketing campaigns are not fulfilled,
leading to disappointment.
3. Customer Service Issues Lack of responsiveness, rude staff, or ineffective problem resolution can
create negative experiences.
4. High Prices Consumers feel they’re not receiving value for the money spent, especially when
comparing to competitors.
5. Lack of Product Availability Products being out of stock or unavailable at the right time causes
frustration.
6. Inconvenient Shopping Experience Difficult navigation, poor website design, or long queues can
lead to dissatisfaction.
7. Misleading Advertising False or exaggerated claims that don’t align with the actual product or
service.
8. Delivery Delays Late deliveries or inaccurate delivery information can lead to customer frustration.

How to Reduce Market Dissatisfaction

1. Improve Product Quality Conduct regular quality checks and ensure consistency to meet customer
expectations.
2. Manage Customer Expectations Be transparent in marketing, provide accurate information, and
fulfill promises.
3. Enhance Customer Service Train staff, provide better support systems, and ensure quick, empathetic
resolution of issues.
4. Offer Competitive Pricing Ensure pricing aligns with value and adjust as needed to stay competitive
in the market.
5. Ensure Product Availability Maintain stock levels and improve inventory management to avoid
shortages.
6. Simplify the Shopping Experience Improve the usability of websites or stores and offer multiple
payment options to make shopping easier.
7. Honest Advertising Focus on truthful, clear messaging that accurately represents the product.
8. Timely Delivery Work on improving delivery systems and set realistic delivery expectations to avoid
delays.

d) Explain the different disciplinary involvement in consumer behaviours

• Psychology Focuses on understanding how individuals think, feel, and make decisions. Psychological factors
like motivation, perception, learning, and attitudes influence consumer behavior.
 • Sociology Studies how social structures, groups, culture, and class affect consumer decisions. It looks at how
social influences such as family, peers, and society impact consumption.

• Anthropology Examines how culture, customs, traditions, and rituals influence consumer behavior. It helps
understand cultural norms and values that shape purchasing decisions.

• Economics Focuses on how consumers allocate resources like money, time, and effort. It studies the role of
supply and demand, pricing, and economic conditions in shaping consumer behavior.

• Marketing Examines how businesses influence consumer decisions through advertising, branding, product
design, and pricing strategies. It uses consumer behavior to guide product development and marketing tactics.

• Social Psychology Focuses on how individuals' behaviors are influenced by social environments, including
group dynamics, peer pressure, and the influence of reference groups.

e) Write the importance of consumer research.

1. Understanding Consumer Needs Helps businesses identify customer preferences, needs, and
expectations to develop relevant products or services.
2. Effective Targeting Assists in identifying specific consumer segments, allowing businesses to tailor
their marketing strategies to the right audience.
3. Improved Product Development Provides insights into what features or improvements consumers
want, guiding product design and innovation.
4. Enhanced Customer Satisfaction By understanding what drives satisfaction, businesses can adjust
their offerings to ensure better customer experiences.
5. Competitive Advantage Helps businesses monitor competitors, identify market trends, and find
opportunities to stay ahead in the market.
6. Better Marketing Strategies Offers valuable data on consumer behavior, enabling more effective
advertising, promotions, and communication tactics.
7. Risk Reduction Helps predict market trends, reducing the likelihood of product failures and ensuring
more informed decision-making.
8. Customer Retention Insights from consumer research enable businesses to build stronger
relationships and loyalty programs that retain customers.

UNIT-II

S.No. Question
a) Explain about Howard and Seth model.

The Howard and Seth Model, developed by John A. Howard and Jagdish N. Seth in 1969, is a comprehensive
framework for understanding consumer decision-making. It focuses on the psychological processes and factors
influencing consumer choices.

The Howard and Seth Model explains how consumers make decisions. It focuses on the mental processes and
factors that influence how people choose products.

Key Parts of the Model:

 1. External Influences (Inputs) Things outside the consumer that affect their choices:
▪ Marketing Inputs: Advertising, promotions, product information.
▪ Non-Marketing Inputs: Social factors like family, friends, and culture.
2. Psychological Factors These are the internal factors that affect decisions:
▪ Perception: How the consumer sees a product or brand.
▪ Learning: How past experiences influence future choices.
▪ Motivation: What drives the consumer to buy something (e.g., need or desire).
3. Consumer's Decision-Making Process Attention: Noticing a product or brand.
o Understanding: Learning about the product’s features and benefits.
o Attitude Formation: Developing opinions or feelings about the product.
4. Final Decision (Output)
o Buying Decision: Whether the consumer decides to buy the product or not.
o Post-Purchase Feelings: How the consumer feels after using the product (satisfied or not).

b) Explain about EKB model.

The EKB Model (Engel, Kollat, and Blackwell Model), developed by Engel, Kollat, and Blackwell in 1968, is a
well-known framework used to understand the decision-making process of consumers. The model explains how
consumers go through different stages to make purchase decisions. The EKB Model explains how consumers
make purchasing decisions in a series of steps. It includes both marketing and external influences.

Key Components of the EKB Model:

• Input Variables Marketing Stimuli: Advertising, promotions, product info.

Non-Marketing Stimuli: Social influences (family, culture, etc.).

• Information Processing Exposure: Becoming aware of the product.

Attention: Focusing on specific information.
Comprehension: Understanding product details.
Acceptance: Forming an attitude toward the product.

• Decision Process Problem Recognition: Realizing a need.

Information Search: Looking for solutions.
Evaluation: Comparing alternatives.
Purchase Decision: Deciding to buy.
Post-Purchase Evaluation: Satisfaction or dissatisfaction.

• Output Purchase Behavior: Whether or not the consumer buys.

Post-Purchase Behavior: Satisfaction leads to repeat purchase or dissatisfaction.

c) What are the indicators which marketer can have from EKV model

• Consumer Needs: Identifies when consumers recognize their needs, helping marketers time their campaigns.
• Information Search: Shows how and where consumers look for information, guiding marketing channels.
• Evaluation Criteria: Helps marketers understand the factors influencing consumer choices (price, quality).
• Decision Stage: Indicates where consumers are in the buying process (awareness, evaluation, post-purchase).
• Perception & Attitude: Helps gauge consumer perceptions and attitudes toward the product.
• Post-Purchase Satisfaction: Provides insights into customer satisfaction, influencing loyalty and repeat
purchases.
• Feedback: Guides future product improvements and marketing strategies based on consumer experiences.
• External Influences: Highlights the role of both marketing and social factors in decision-making.
d) Explain the benefits of attitude formation

1. Predicts Consumer Behavior Understanding consumer attitudes helps predict their future behaviors,
like buying preferences or brand loyalty.
2. Guides Marketing Strategies By knowing what attitudes consumers hold, marketers can design
tailored marketing campaigns and product offerings to align with consumer beliefs and preferences.
3. Brand Loyalty Positive attitudes toward a brand can lead to long-term loyalty, repeat purchases, and
recommendations to others.
4. Helps in Product Development Insights into consumer attitudes can guide product improvements,
ensuring the product meets the consumer's expectations and desires.
5. Improves Customer Satisfaction Companies can address negative attitudes or concerns to enhance
customer satisfaction and improve their overall experience with the brand.
6. Influences Purchase Decisions A positive attitude toward a product or service increases the likelihood
of purchase, influencing the overall success of marketing efforts.
7. Facilitates Effective Communication Understanding attitudes helps marketers communicate in ways
that resonate with consumers, using language and messages that appeal to their values and beliefs.

e) Explain about the dimensional behaviors of consumer.

Consumer behavior is multidimensional, meaning it is influenced by several internal and

external factors. These dimensions describe different aspects of how consumers act, think, and
feel when making decisions. The key dimensions of consumer behavior include:

f) What do you mean by market survey? How it helpful in consumer problem identification?

• Cognitive Dimension Mental Processes: How consumers think, process information, and make decisions.
Includes: Attention, perception, learning, memory, and problem-solving.
Example: Evaluating product features, comparing alternatives.

• Affective Dimension Emotions and Feelings: The emotional response consumers have toward products or
brands.
Includes: Attitudes, feelings of trust, excitement, or loyalty.
Example: Feeling happy when buying a favorite brand or experiencing excitement about a new product.

• Behavioral Dimension
Actions and Responses: How consumers act or behave in response to stimuli (e.g., making a purchase).
Includes: Purchasing actions, usage patterns, and post-purchase behavior (returns, satisfaction).
Example: Buying a product after seeing an advertisement or repeating a purchase because of past satisfaction.

• Social Dimension Influence of Social Groups: The impact of family, friends, culture, and social class on
consumer decisions.
Includes: Peer influence, family preferences, social status.
Example: Choosing products based on social group recommendations or social norms.

• Situational Dimension Contextual Factors: The influence of specific situations and environments
on decision-making.
Includes: Time pressure, physical environment (store layout, atmosphere), or current mood.
Example: Deciding to buy a product due to limited-time offers or promotions.

• Cultural Dimension Cultural Influence: The role of cultural background, values, and customs in shaping
consumer preferences and behaviors.
Includes: Traditions, beliefs, and societal norms.
Example: Cultural preferences for certain foods, styles, or holidays.
 UNIT-III

S.No. Question
d) Explain the confluences of family buying.

Family buying behavior refers to how family members, collectively, make decisions about purchasing products and
services. Several factors influence this decision-making process, with various family members playing different
roles. These factors come together in "confluences," meaning they combine or intersect in the buying process. Key
confluences include:

• Roles of Family Members: Different roles like initiators, influencers, deciders, buyers, and users influence the
buying process.

• Family Needs: Decisions are based on collective family needs, not just individual preferences (e.g., buying a
family car).

• Cultural & Social Influences: Family buying is shaped by cultural traditions and social norms (e.g., food
preferences during holidays).

• Economic Factors: Family income and budget affect purchasing decisions (e.g., choosing affordable products).

• Emotional & Psychological Factors: Past experiences and emotional connections influence decisions (e.g.,
choosing a product because it reminds them of past family moments).

• External Influences: Advertising, peer recommendations, and societal trends also affect family buying choices
(e.g., purchasing trending products)

e) Describe the process of personality formation.

• Genetic Factors (Nature): Innate traits and temperament passed down from parents influence personality.

• Early Childhood Experiences: Family interactions, parenting styles, and early nurturing shape early personality
development.

• Social Interactions: Peer influences and social interactions help develop social skills, self-esteem, and behavior
patterns.

• Cultural and Societal Influences: Culture, societal norms, and values influence traits like cooperation,
independence, and assertiveness.

• Life Experiences and Education: School, education, and life experiences shape behavior, values, and skills.

• Cognitive and Emotional Development: Self-reflection and developing a personal identity contribute to a
deeper sense of self.

• Adaptation to Life Challenges: Overcoming challenges and life changes leads to personal growth and
personality evolution.

f) Discuss the feature of group behaviors.

• Interdependence: Members rely on each other to achieve common goals.

 • Shared Goals: Groups work towards collective objectives.
• Social Influence: Members influence each other's behaviors and decisions.
• Roles and Norms: Established behaviors and roles within the group.
• Group Cohesion: Strong bond and commitment among members.
• Conformity: Members tend to align with group norms and behaviors.
• Communication: Essential for coordination and information sharing.
• Decision-Making: Groups make decisions together, often through consensus.
• Conflict and Resolution: Disagreements may arise but are resolved to maintain harmony.
• Social Identity: Group membership shapes individual behavior and identity.

h) Write short notes on life style

Definition:
Lifestyle refers to the way individuals or groups live, encompassing their daily habits, routines, interests, values,
and behaviors. It is shaped by a combination of social, economic, cultural, and personal factors.

Key Features:

1. Personal Choices: Lifestyle reflects how people choose to spend their time, money, and energy,
influencing activities like work, leisure, and social interactions.
2. Cultural Influence: Cultural background, traditions, and societal norms play a significant role in shaping
lifestyle, including food habits, clothing choices, and entertainment preferences.
3. Economic Factors: A person’s income and social status determine lifestyle choices, such as the type of
housing, mode of transportation, and leisure activities they can afford.
4. Health and Wellness: Health-conscious lifestyles focus on fitness, nutrition, and overall well-being,
influencing decisions on diet, exercise, and self-care.
5. Technology and Media: Modern lifestyles are increasingly shaped by technology, including social
media, digital entertainment, and online shopping, affecting how individuals interact with the world.
6. Environmental Impact: Eco-friendly lifestyles prioritize sustainability, recycling, and minimizing
carbon footprints.

Importance for Marketers:

• Understanding lifestyle helps businesses design products and services that align with consumers'
preferences and values.
• Marketers segment consumers based on lifestyle factors to target specific groups effectively.

i) Describe the process of attitude measurement.

• Define the Attitude Object: Identify the subject or issue to measure attitudes towards (e.g., product, brand).
• Choose the Measurement Method: Select the method (surveys, interviews, questionnaires).
• Develop Questions/Items: Create questions related to the attitude object, covering cognitive, affective, and
behavioral aspects.
• Select a Scale: Choose an appropriate scale (Likert scale, Semantic Differential, Thurstone scale).
• Administer the Survey: Distribute the tool to a representative sample of participants.
• Collect Data: Gather responses from participants.
• Analyze Data: Use statistical methods to analyze responses (e.g., mean scores).
• Interpret Results: Draw insights to understand the overall attitude.
• Feedback and Adjustments: Use findings to adjust strategies, products, or communication.

j) Discuss about the perceptual election

Definition:
Perceptual selection refers to the process through which individuals focus on certain stimuli in their environment
while ignoring others. This is influenced by various psychological, social, and situational factors. In consumer
behavior, it explains how consumers pay attention to specific information, such as advertisements or product
details, while filtering out irrelevant or less noticeable stimuli.
 Key Factors Influencing Perceptual Selection:

1. Perceptual Filters: These include personal factors such as past experiences, interests, attitudes, and
expectations that shape what we notice.
Example: A person interested in fitness may pay more attention to health-related ads while ignoring
others.
2. Needs and Motives: People tend to focus on information that satisfies their needs or interests.
Example: A hungry person might be more likely to notice food advertisements.
3. Novelty and Uniqueness: New, unusual, or unexpected stimuli tend to capture attention.
Example: A brightly colored advertisement may stand out more than a plain one.
4. Intensity and Size: Stronger, larger, or more vivid stimuli are more likely to be noticed.
Example: A large billboard on the side of the road will attract more attention than a small sign.
5. Relevance and Timing: Information that is relevant to an individual’s current situation or need is more
likely to be noticed.
Example: A shopper looking for winter coats will notice ads for jackets more than ads for sandals.
6. Emotional Appeal: Stimuli that evoke strong emotional responses are more likely to be noticed and
remembered.
Example: Advertisements that use humor, surprise, or sentimental emotions may capture more attention.

Importance in Marketing:

• Targeted Messaging: Understanding perceptual selection helps marketers create advertisements or

content that align with consumers’ interests, emotions, and needs.
• Effective Advertising: By appealing to factors like novelty, relevance, and emotional appeal, marketers
can make their products or services more noticeable and engaging.

UNIT-IV

S.No. Question
a) What are different types of buying motives?. How does primary buying motivates differ from secondary buying
motives?

Types of Buying Motives

1. Emotional Motives: Driven by feelings, desires, and emotions. Consumers often make purchases to
fulfill emotional needs such as love, fear, or excitement.
o Example: Buying a luxury car for status or emotional satisfaction.
2. Rational Motives: Based on logical reasoning and practical considerations. These motives are focused on
functionality, price, quality, and practicality.
o Example: Purchasing a durable and affordable appliance after comparing its features.
3. Patronage Motives: Motives that focus on the desire to buy from a particular store, brand, or company
due to past experiences or brand loyalty.
o Example: Regularly buying from a favorite grocery store because of its customer service.
4. Habitual Motives: Driven by routine or habit, consumers make purchases out of tradition or because they
have always bought a particular product.
o Example: Choosing the same toothpaste or cereal brand every time because it’s familiar.
5. Social Motives: Motivated by the desire to conform to social norms or to influence others. This often
involves purchasing products to enhance one’s social standing.
o Example: Buying fashionable clothes to fit in with peers or purchasing an eco-friendly product
to appeal to environmental concerns.
6. Economic Motives: Driven by the consumer’s desire to save money or make a good investment. Often
related to considerations of cost-effectiveness or value for money.
o Example: Purchasing a product on sale or seeking a budget-friendly option.
 Primary Buying Motives vs. Secondary Buying Motives

1. Primary Buying Motives:

o Definition: These are the fundamental, core needs or desires that drive a consumer to make a
purchase. They often relate to basic, essential needs or strong emotional responses.
o Characteristics: Direct, essential, or basic in nature, such as survival, safety, comfort, or
emotional satisfaction.
o Example: Buying food to satisfy hunger, purchasing insurance for safety.
2. Secondary Buying Motives:
o Definition: These are influenced by the primary motives and often relate to more refined,
discretionary needs or desires. Secondary motives are more about enhancing or improving one’s
lifestyle or meeting social or psychological needs.
o Characteristics: Derived from primary motives but can be more complex and subtle, such as
social status, brand image, or comfort.
o Example: Buying a designer handbag not because of necessity, but because it enhances one’s
image or status.

Key Differences:

• Primary Buying Motives: Address basic needs (e.g., hunger, safety).

• Secondary Buying Motives: Address more psychological, social, or emotional needs (e.g., status,
luxury).

b) What do you mean by consumer satisfaction? How do you describe the process of consumer satisfaction?

Consumer satisfaction refers to the degree to which a consumer's expectations of a product or service are met or
exceeded after purchasing and using it. It is a key indicator of whether a customer is happy with their experience
and whether they are likely to repurchase or recommend the product or service to others.

Process of Consumer Satisfaction:

1. Need Recognition: Consumer identifies a need or problem.

2. Expectation Formation: Consumer forms expectations based on prior knowledge or marketing.
3. Purchase Decision: Consumer buys the product or service.
4. Product Evaluation: After use, consumers compare their actual experience with their expectations.
5. Emotional Response: Positive emotions lead to satisfaction; negative emotions cause dissatisfaction.
6. Post-Purchase Behavior: Satisfied consumers are more likely to repurchase and recommend, while
dissatisfied ones may return the product or switch to competitors.
7. Complaint Handling: Effective resolution of complaints can turn dissatisfaction into satisfaction.

c) What do you mean by consumer purchase problem? What are the steps of problem denitrification?

A consumer purchase problem refers to any difficulty, uncertainty, or challenge that a consumer faces during the
process of buying a product or service. These problems can arise at any stage of the decision-making process,
including need recognition, information search, evaluation, or post-purchase behavior. Understanding and
addressing these problems is crucial for marketers to ensure a smooth purchasing experience and increase
customer satisfaction.

Types of Consumer Purchase Problems:

1. Need Recognition: Difficulty in identifying a need or problem.

2. Information Search: Insufficient information about products or services.
3. Evaluation: Confusion about which product or brand to choose.
4. Post-Purchase: Dissatisfaction with the product after purchase.
Steps in Problem Identification/Denitrification:

1. Recognizing the Problem:

o The first step is acknowledging that there is a need or problem to solve. This could arise from an
unmet need, a malfunctioning product, or a desire for something new.
o Example: Realizing that an old phone is no longer functioning properly.
2. Defining the Problem:
o Once the problem is recognized, the consumer defines the specific issue. This involves
understanding the core need or dissatisfaction that requires a solution.
o Example: Understanding that the old phone needs to be replaced with a new, better-performing
model.
3. Gathering Information:
o Consumers seek information to understand available options, compare products, and find
solutions to their problems. This may involve research, talking to friends, or reading reviews.
o Example: Researching various smartphones based on features, price, and customer reviews.
4. Evaluating Alternatives:
o After gathering information, the consumer evaluates different products or brands to decide which
one best addresses the problem or need.
o Example: Comparing phones based on specifications, price, and brand reputation.
5. Making the Purchase Decision:
o Once the alternatives are evaluated, the consumer selects a product and makes the purchase
decision based on their preferences, budget, and perceived value.
o Example: Deciding to purchase a specific smartphone that meets the needs and budget.
6. Post-Purchase Evaluation:
o After the purchase, consumers assess whether their decision solved the problem. If they are
satisfied, they may become loyal customers; if dissatisfied, they may experience buyer's remorse
or seek a return/refund.
o Example: Using the new smartphone and determining if it meets expectations.