Consumer Behaviour 2

Assignment – A

Question 1. Define consumer behavior. Explain briefly the consumer buying decision process?

Question 2. What do you mean by post purchase behavior? Explain this with the help of suitable examples.

Question 3. What are the environmental factors influencing buyer behavior? Explain the reference group with the help of suitable examples.

Question 4. Explain the concept of motivation in the consumer behavior with the help of suitable examples.

Question 5. Write short notes on any three of the following.
(a) Primitive Categorization
(b) Influence of Family and Friends
(c) Primary Vs. Secondary Reference Groups
(d) The Family Life Cycle Concept
(e) Organizational Buying Behavior.

Assignment – B

Question 1. Explain the Cognitive Learning Theory with the help of suitable examples.

Question 2. a)What are attitudes? Discuss briefly the strategies of attitude change.
b) Explain the influences of reference groups on products and brands with the help of suitable examples.

Question 3. Why a researcher should prefer to use focus groups rather than depth interview? When depth interview are preferable?

Case Study

New Customer – Information Needs

A customer, new to the bank, walks in through the door and looks around for the most likely place to open a new account. There are two customer service representatives (CSR) in the room, and neither of them has a customer at the desk. The one nearest to the door is on phone, and the one behind him has her head down, apparently buried in her work. No one looks up in the direction of the customer.

The customer, Mrs. Benjamin, moves within view of the customer service representative at the first desk. He continues talking, obviously completing a personal phone call, without looking up. After several seconds, he says, “l’ve got to go. I’ve got a customer.” He hangs up and looks up, saying, “May I help you?” Mrs. Benjamin takes a seat on her own initiative and tells him that she wants to open a current account. The CSR reaches for the signature card and service brochure and starts quoting the monthly balance requirement to avoid a service charge on a regular current account.

Mrs. Benjamin changes direction entirely and indicates her particular interest in “something that offers an overdraft line of credit. .. does the bank offers anything…?.”Clipping her last question, the CSR refers automatically to the cash reserve account and says that it’s something customers have to qualify for. He informs Mrs. Benjamin that she’ll have to fill out a credit application and the bank will probably start her off with a Rs. 25,000 line and see how she manages it. Then, after a while she can request an increase if she wants. He asks the necessary questions and completes the paperwork to open the current account and hands her the cash reserve application, telling her that she can mail it back or drop it off next time she’s in the bank. He asks her if she wants an ATM card. She says no, and that’s the end of that discussion. She selects her check style, gives him her opening deposit, and finishes the transaction. As Mrs. Benjamin leaves the bank, she wonders if everyone who works for the bank is as poor in human relations skills as this CSR. She also wonders if she made a mistake by not just walking out after being told, in essence, that she might not be a good enough customer to qualify for more than Rs. 25,000 of the bank’s credit. Well, anyway, she’s stuck with them now – for a while at least. She’ll wait and see how it goes over the next few months, and she thinks to herself, “If I’m still not comfortable with the bank, I’ll shop around and move my account to a bank where the people treat you as if you really matter to them.”

Questions:
(a) The case presents a pre-purchase information search situation. How well has the bank fulfilled the informational needs of the customer?
(b) How is the above interaction likely to affect the customer’s perception of the bank?
(c) What is the marketing implication of the above interaction?
(d) How would you advise the bank in terms of fulfilling the informational needs of customers?

Assignment – C

1. The person who determines that some need or want is not being met is–
(a) Influencer
(b) Initiator
(c) Buyer
(d) User

2. The person who actually makes the purchase is–
(a) Influencer
(b) Initiator
(c) Buyer
(d) User

3. The five stages of consumer decision process are–
(a) Problem recognition, information search, evaluation behaviour, post-purchase behaviour and purchase decision.
(b) Problem recognition, purchase decision, evaluation behaviour, satisfaction and re-purchase
(c) Problem recognition, post-purchase behaviour, satisfaction, re-purchase and information research
(d) None of the above

4. The risks that are always at the backend of every customer are–
(a) Perceived risks
(b) Normal risks
(c) Abnormal risks
(d) None of the above

5. __________ factor has broadest and deepest influence on consumer behaviour.
(a) Reference group
(b) Social Class
(c) Culture
(d) Sub-culture

6. Environmental factors that influence the buyer behaviour in the sub-culture lower, middle and higher is the–
(a) Social group aspect
(b) Religious group aspect
(c) Age group aspect
(d) None of the above

7. The process by which children acquire the skills, knowledge and attitude necessary to function as consumers is–
(a) Consumer socialization
(b) Consumer orientation
(c) Consumer specialization
(d) None of the above

8. In the organizational buying, the first phase is–
(a) Search for and qualification of potential sources
(b) Need recognition
(c) Selection of an order routine
(d) None of the above

9. Seeking new positive talks about–
(a) Information about the product purchased
(b) Information about the sales
(c) Information about the company
(d) None of the above

10. __________ provide information to other members.
(a) Gatekeepers
(b) Influencers
(c) Deciders
(d) None of the above

11. ____________ control the flow of information about a product or service in a
family.
(a) Gatekeepers
(b) Influencers
(c) Deciders
(d) None of the above

12. _______ are having power to take decision.
(a) Gatekeepers
(b) Influencers
(c) Deciders
(d) None of the above

13. ____________ who initiate or carry out disposal or discontinuation of a particular
product or service.
(a) Maintainers
(b) Disposers
(c) Users
(d) None of the above

14. Maslow’s theory postulates ________ basic levels of human needs.
(a) Five
(b) Four
(c) Three
(d) Two

15. ___________’s psychoanalytic theory of personality is the cornerstone of modern psychology.
(a) Sigmund Freud
(b) Philip Kotler
(c) Niel Armstrong
(d) None of the above

16. In ____________ , the child’s primary source of pleasure is the process of elimination

(a) Oral stage
(b) Anal stage
(c) Phallic stage
(d) None of the above

17. In ____________ , the infant first experiences social contact with the outside world through the mouth.
(a) Oral stage
(b) Anal stage
(c) Phallic stage
(d) None of the above

18. ________ 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.
(a) Consumerism
(b) Dogmatism
(c) Absenteeism
(d) None of the above

19. __________ is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.
(a) Perception
(b) Attitude
(c) Information
(d) None of the above

20. JND stands–
(a) Junior notified doctor
(b) Just Noticeable difference
(c) Just Not done
(d) None of the above

21. _________ is the stimuli that give direction to the motives.
(a) Response
(b) Reinforcement
(c) Cues
(d) None of the above

22. Changing the basic motivational function is a–
(a) Strategy of attitude change
(b) Strategy of personality change
(c) Strategy of reference group change
(d) None of the above

23. _________ is closely linked to cultural or group values and involves the sanction of what ought to or should be done.
(a) Referent power
(b) Legitimate power
(c) Expert power
(d) None of the above

24. In _____________ power consumers accept information from members within a group whom they perceive to be experts.
(a) Referent power
(b) Legitimate power
(c) Expert power
(d) None of the above

25. __________ includes individuals who have direct influences on the consumer.
(a) The socialization agents
(b) The commercialization agents
(c) The modern agents
(d) None of the above

26. The instigator is also known as–
(a) The influencer
(b) The initiator
(c) The buyer
(d) None of the above

27. __________ is someone whose opinion is valued in the decision-making process.
(a) The influencer
(b) The initiator
(c) The buyer
(d) None of the above

28. This is the person who makes the final purchase–
(a) The influencer
(b) The initiator
(c) The buyer
(d) None of the above

29. Full nest 1 is–
(a) Young, married without child
(b) Young, no children
(c) Young, married with child
(d) None of the above

30. Full nest 2 is–
(a) Young, married with child
(b) Young, no children
(c) Old, married with children
(d) None of the above

31. Full nest 3 is–
(a) Older, married, with dependent children
(b) Older, married with children
(c) Young, no children
(d) None of the above

32. Empty nest is–
(a) Older, married with dependent children
(b) Older, married without children
(c) Older, married with no children living with them
(d) None of the above

33. Solitary Survivors are–
(a) Older, married with no children living with them
(b) Young, married with child
(c) Older, single, retired people
(d) None of the above

34. From the consumption pattern point of view, in ________ stage of the family life cycle, outdoor sporting goods, sports, cars, fashion clothing etc. are consumed.
(a) Young married with children
(b) Young married without children
(c) Young single
(d) None of the above

35. Achieving professionals are the–
(a) The upper-middle class
(b) The lower-upper class
(c) The middle class
(d) None of the above

36. Content analysis, Consumer Fieldwork etc., is the measurement of–
(a) Culture
(b) Attitude
(c) Personality
(d) None of the above

37. _____________ is the broadest component that has an effect on consumer behaviour.
(a) Culture
(b) Social class
(c) Reference groups
(d) None of the above

38. There are ________ types of cultural values.
(a) Three
(b) Two
(c) Four
(d) Five

39. Nationality is a ___________ aspect.
(a) Cultural
(b) Sub-cultural
(c) Personality
(d) None of the above

40. There are ________ types of sub-cultures are there.
(a) Three
(b) Four
(c) Five
(d) None