ADL 45 Consumer Behavior V2

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ADL 45 Consumer Behavior V2
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
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