Consumer Behavior 1


SKU: AMSEQ-043 Category:

Assignment – A

Question 1. a) What is the interrelationship between the consumer behaviour discipline and the marketing concept?
b) How can the study of consumer behaviour assist marketers in segmenting markets and positioning products?

Question 2. Contrast the major characteristics of the following personality theories:
a) Freudian theory,
b) Jungian theory,
c) Neo-Freudian theory, and
d) Trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer’s behaviour.

Question 3. a) Discuss the differences between the absolute threshold and the differential threshold.
b) What is consumer reality?

Question 4. How is perceptual mapping used in consumer research? Why marketers are sometimes forced to reposition their product or services? Illustrate your answer with examples.

Question 5. Distinguish between beliefs, values, and customs. Illustrate how the clothing a person wears at different times or for different occasions is influenced by customs.

Assignment – B

Question 1. A marketer of health foods is attempting to segment its market on the basis of consumer self image. Describe the four types of consumer self-image and discuss which one(s) would be most effective for the stated purpose.

Question 2. Which theory of learning (i.e., classical conditioning instrumental conditioning or cognitive learning) best explains the following consumption behaviour : a) buying a pack of chewing gum, b) preferring to fly on particular airline, c) buying a personal computer for the first time, and d) buying a new car? Explain your choice.

Question 3.a) Why would a consumer who has just purchased an expensive fax machine for home use attempt to influence the purchase behaviour of others?
Question 3.b) How do consumers reduce post purchase dissonance? How can marketers provide positive reinforcement to consumers after the purchase in order to reduce their dissonance?

Case Study

The case : Here is a focus group finding new generation woman “Aaj Ki Nari”. The overall sketch of this potential consumer for almost all range of products is be studied thoroughly before attempting the questions in this section.


The very Barometer of societal change, the Generation I woman is young, married, aspires to a career, is well-informed and liberated, and extremely individualistic. Eager to add to her husband’s income without abdicating her responsibilities to the family, she has a high sense of self-esteem.

While preserving her husband’s values, she rejects traditional family equations, demanding and getting and equal say in decision making. She also wants her children to be free of obligation like looking after their parents. “I don’t expect my children to care for me,” she says. Being better of than her mother-in-law from modern products to modern attitude is a priority.

The Generation I woman does not aspire to a westernized life-style. “Watching Santa Barbara is OK. But our roots are in the Mahabharata,” she says. Even homegrown soaps like Tara are losing their appeal to her for being “Boring”. In terms of personal aspirations, social standing and achievement score over comforts and luxuries. Says she : “Having a happy family and mental peace is more important than being rich.”

Looks and personal grooming are high on her agendas, involving visits to beauty parlors as well as use of home remedies. Being well-dressed is a priority : “Good clothes give me confidence,” she says. She shops for her husband’s clothes too. The Generation I homemaker is an adventurous buyer. “Mixies were common-place earlier, but today food processors have made lives easier for us. Our parents were not as adventurous because they did not have so many products to choose from.”

Many Generation I woman are overstressed, thanks to the complex pressure of household chores, children’s homework, and often, a job. Few have the leisure to watch their favorite programmes on TV, and usually rely on their husband’s or children’s choice. “You just can’t adjust your schedules to TV serials,” she says.

She measures durability, easy maintenance, technology, and a well-known brand name against the price to determine the value of a product. “The price must be equivalent to the benefits that the product offers. It is not necessary that all high-priced products are good, she say. Be prepared to encounter the quintessential, hard-nosed consumer in the Generation I woman.

Q 1. You are assigned a job to launch microwave over by a multinational company.
• How would you sketch the complete Buying Process of a microwave oven by this type of personality?

   (a) Comment on all types of self images (actual self, ideal self, social self, ideal social self) of this consumer?

   (b) As a marketer how would you like to position your product so that is meets the extended self image of this consumer?

Assignment – C

1. Consumer behaviour is a synthetic field of study involving
(a). Psychology
(b). Sociology
(c). Anthropology
(d). All of the above
(e). None of the above

2. The first step in consumer buying process is:
(a). Information Search
(b). Purchase Decision
(c). Need recognition
(d). Post purchase behaviour

3. A consumer passes through heightened attention stage during
(a). Information Search
(b). Purchase Decision
(c). Need recognition
(d). Post purchase behaviour

4. The specific Brands a consumer considers in making a purchase chlice in a product category is called as:
(a). Inept set
(b). Inert set
(c). Alert set
(d). Evoked set

5. Which kind of buying behaviour is expected of a consumer while buying salt
(a). Complex decision
(b). Impulsive Behaviour
(c). Brand Loyalty
(d). Inertia

6. Which kind of buying behaviour is expected of a consumer for a bypass heart surgery:
(a). Complex decision
(b). Impulsive Behaviour
(c). Brand Loyalty
(d). Inertia

7. Which kind of buying behaviour is expected of a consumer for a Chocolate Bar:
(a). Complex decision
(b). Impulsive Behaviour
(c). Brand Loyalty
(d). Inertia

8. If performances of a product are below the expectation of a consumer then under which state do we find the consumer?
(a). Cheated
(b). Prone to consumer protection
(c). Post Purchase Dissonance
(d). None of the above

9. if a consumer knows everything about the brand but nothing about the product launched under that brand then what king of buying situation arises:
a Extensive Problem Solving
(b). Routinised buying situation
(c). Limited Problem Solving
(d). None of the above

10. What king of buying situation will be faced by an internet ready TV being introduced by a fresh brand from Korea in Indian Market:
(a). Extensive Problem Solving
(b). Routinised buying situation
(c). Limited Problem Solving
(d). None of the above

11 AIO stands for
(a). Attitude, Interests and Operation
(b). Attitude, Interpret and Opinion
(c). Activities, Interests and Operations
(d). None of the above

12. The most successful and top of the line people with high self-esteem and abundant resources in VALS 2 frame work are called as
(a). Fulfilleds
(b). Makers
(c). Achievers
(d). Actualizers

13 ONIDA’S devil in the ad relates to which of the following Component of Freud Personality System.
(a). Super Ego
(b). Ego
(c). ID
(d). All of the above

14 Which stage of personality development if met with a crisis in the early stages leads to the habit of smoking, thumb sucking
(a). Phallic Stage
(b). Latency Stage
(c). Anal Stage
(d). Oral Stage

15 A membership group having a positive influence on a person is called as
(a). Contactual
(b). Aspirational
(c). Avoidance
(d). None of the above

16 Two or more people who interacts accomplish either individual or mutual goals are called as
(a). Friends
(b). Peers
(c). Group
(d). Family

17 The lowest level at which an individual can experience a sensation is called as
(a). Threshold
(b). Absolute threshold
(c). Differential threshold
(d). None of the above

18 How a consumer in fact sees themselves is called as
(a). Actual self image
(b). Ideal self image
(c). Expected self image
(d). None of the above

19 How consumers would like to others see them is called as
(a). Ideal social self image
(b). Social I self image
(c). Expected self image
(d). None of the above

20 The intermediary point between actual self image and ideal self image is called as
(a). Expected self image
(b). Altered self image
(c). Extended self image
(d). None of the above

21 What kind of products a consumer is likely to spend more on during honeymooner stage
(a). Movies
(b). Disposable diapers
(c). Modified Milk
(d). None of the above

22 Currently the marketers are making best use of the following stage of a consumers self image
(a). Ideal self image
(b). Ideal social self image
(c). Extended self image
(d). All of the above

23 The subtle changes that occurs while a brand undergoes repositioning of the visual look of the logo is guided through the principle called as
(a). JND
(b). JNT
(c). TRP
(d). None of the above

24 If a consumer shows a favourable behaviour towards a favourably viewed brand name then its come under the following learning theory
(a). Cognitive learning theory
(b). Instrumental conditioning
(c). Classical conditioning
(d). None of the above

25 Attitude can be classified in terms of which of the following functions
(a). Utilitarian
(b). Ego defensive
(c). Knowledge
(d). All of the above
(e). None of the above

Fill in the blanks with the most appropriate term (s):

26. Three most important physiological needs are need for food, clothing and……..

27 The process of selection organization and interpretation stimuli into a meaningful picture is called as…..

28 The four basic functions of a family are Economic, well being, Emotional support, suitable family lifestyle and….

29 A learned predisposition to behave in a consistently favorable or unfavorable manner towards an object is called as…..

30 Celebrities can be used in an advertisement for testimonial, endorsement, as an actor and……

31 Try component attitude model consist of three major components namely conative, cognitive and…..

32 A set of large number of mental of verbal statements (“I believe”) that reflects a person’s assessment of something is called as……..

33 Freud proposed that the human personality consists of three interacting systems namely super ego, ego and ——-

34 Two or more person related by blood, marriage or adoption who reside together are called as——-

35 J N D stands for ——..——..——-



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