AMITY SCHOOL OF DISTANCE LEARNING

Consumer Behavior
Assignment A
Marks 10
Answer all questions.
1.

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

A.1 Consumer behavior is the study of when, why, how, and where people do or do not
buy product. It blends elements from psychology, sociology, social anthropology and economics.
It attempts to understand the buyer decision making process, both individually and in groups. It
studies characteristics of individual consumers such as demographics and behavioral variables
in an attempt to understand people's wants. It also tries to assess influences on
the consumer from groups such as family, friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the customer playing the
three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for
customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions.
Consumer buying decision process:
Need Recognition
The buying process starts with need recognition the buyer recognizes a problem or need.
The buyer senses a difference between his or her actual state and some desired state.
Information Search
The stage of the buyer decision process in which the consumer is aroused to search for more
information; the consumer may simply have heightened attention or may go into active
information search.
Alternative Evaluation
The stage of the buyer decision process in which the consumer uses information to evaluate
alternative brands in the choice set.
Purchase Decision
The stage of the buyer decision process in which the consumer actually buys the product.
Post purchase Behavior

The stage of the buyer decision process in which consumers take further action after purchase
based on their satisfaction or dissatisfaction.
2.
A.2

What do you mean by post purchase behavior? Explain this with the help of suitable
examples.
Ever have doubts about the product after you purchased it? This simply is post
purchase behavior and research shows that it is a common trait amongst purchasers of
products. Manufacturers of products clearly want recent consumers to feel proud of their
purchase; it is therefore just as important for manufacturers to advertise for the sake of
their recent purchaser so consumers feel comfortable that they own a product from a
strong and reputable organization. This limits post purchase behavior. i.e. you feel
reassured that you own the latest advertised product.
Post-purchase behavior involves all the consumers' activities and the experiences that
follow the purchase. Usually, after making a purchase, consumers experience postpurchase dissonance. In other words, they regret their purchase decision. The reasons
for high post-purchase dissonance can be attractiveness and performance of forgone
alternatives, difficult purchase decision, large number of alternatives, etc.
A high level of post-purchase dissonance is negatively related to the level of satisfaction
the consumer draws out of product usage. While experiencing post-purchase
dissonance, consumers become acutely aware of the marketers' communication. To
reduce post-purchase dissonance, consumers may sometimes even return or exchange
the product.
In some cases, however, consumers initially use the product but after a period of
time fail to do so. Marketers, therefore, should not consider a product purchased as a
product consumed. A non-used product is also more likely to affect the repurchase
pattern of the consumers negatively. Consumers need to dispose off the products or
packaging before, during, or after the use. The issue of disposal is gaining
considerable importance for marketers as it directly affects the repurchase pattern of
the consumers.

Product use/consumption is followed by its evaluation, which may then lead to

satisfaction (perceived performance > minimum desired expectations); non-satisfaction
(perceived performance = minimum desired expectations); or dissatisfaction (perceived
performance < minimum desired expectations). Consumer dissatisfaction may result in
complaint behavior. Consumers may choose to take action against the marketer/service
provider by way of warning friends, returning the product, boycotting and brand
switching, complaining to the marketer, complaining to the relevant government/nongovernment bodies, and/or taking legal action against marketers/service provider.
3.

What are the environmental factors influencing buyer behavior?

group with the help of suitable examples.

Explain the reference

Environmental factors: They are difficult to identify and measure. Environmental

influences can be physically, technologically, economically, political as well as cultural.
Examples of environmental factors: Investment behavior, consumer behaviour, interest
rate, technology, legislation, competition, politics, ecology,"

Environmental factors comprise

1 Social factors (reference group, family, role, and status)
2 Cultural factors (culture, sub-culture, social class)
01. Cultural Factor:Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social Class
A. Culture: The set of basic values perceptions, wants, and behaviours learned by a member of
society from family and other important institutions. Culture is the most basic cause of a
person's wants and behaviour.
Every group or society has a culture, and cultural influences on buying behaviour may
vary greatly from country to country.
B. Sub Culture : A group of people with shared value systems based on common life experiences and
situations.
Each culture contains smaller sub cultures a group of people with shared value system
based on common life experiences and situations. Sub culture includes nationalities,
religions, racial group and geographic regions. Many sub culture make up important
market segments and marketers often design products.
C. Social Class: Almost every society has some form of social structure; social classes are society's
relatively permanent and ordered divisions whose members share similar values,
interests and behaviour.
02. Social Factors:A consumer's behaviour also is influenced by social factors, such as the (i) Groups (ii) Family
(iii) Roles and status
A. Groups :-

Two or more people who interact to accomplish individual or mutual goals.

A person's behavior is influenced by many small groups. Groups that have a direct
influence and to which a person belongs are called membership groups.
Some are primary groups includes family, friends, neighbors and coworkers. Some are
secondary groups, which are more formal and have less regular interaction. These
includes organizations like religious groups, professional association and trade unions.
B. Family:-

Family members can strongly influence buyer behaviour. The family is the most
important consumer buying organization society and it has been researched extensively.
Marketers are interested in the roles, and influence of the husband, wife and children on
the purchase of different products and services.
C. Roles and Status :-

A person belongs to many groups, family, clubs, and organizations.

 The person's position in each group can be defined in terms of both role and status.
For example. M & "X" plays the role of father, in his family he plays the role of husband,
in his company, he plays the role of manager, etc. A Role consists of the activities people
are expected to perform according to the persons around them.
4.
A.4

Explain the concept of motivation in the consumer behavior with the help of suitable
examples.
Motivation is what stimulates all human behavior. The process of motivation is initiated
by the tension an unsatisfied want creates. An individual makes all possible efforts to
reduce that tension. The needs or motives which are at the root of the motivation
process are of different types. Physiological needs or primary needs include the need for
air, water, food, clothing, shelter and sex, while psychological or secondary needs
include
the
need
for
affection,
status,
security,
etc.
Needs could be positive, negative, utilitarian or hedonic, conscious or unconscious, and
accordingly goals are formulated. A person has many goals and these goals are never
ending and a failure to satisfy them sometimes leads to frustration. A person can deal
with this by targeting substitute or related goals or by building a defense mechanism
such as aggression, rationalization, regression and withdrawal.
It is very important for the marketers to know the motives influencing the consumer as
they initiate and direct all human behavior (including consumer behavior). Many
psychologists such as William McGuire and Henry Murray have tried to list human
motives; the motives listed by them are relevant to a marketer in studying consumer
behavior as well. While McGuire used a four point model to explain marketers that a
consumer is affected by a combination of needs and not a single need, Murray tried to
list 27 motives and stated that people have a similar set of needs, however they prioritize
them differently.
Theories of motivation also help marketers in understanding how consumers'
consumption is influenced by their needs. Abraham Maslow tried to arrange such
significant needs into a hierarchy of five levels, depending on the relative importance of
the needs to a person. The five levels of needs given by him are 1) physiological needs,
2) safety needs, 3) social needs, 4) egoistic or self esteem needs and finally 5) self
actualization needs. The trio of needs (another theory of motivation) deal with three
kinds of needs viz., need for power, need for affiliation and need for achievement. These
needs play an important role in influencing consumer behavior. Motivational conflict is a
concept which deals with the conflicting motives of the customers. Here the marketer
tries to project the product as a solution to such conflicts.
With motivation being such a major influence on consumption pattern of the customer,
there is a strong need to study it as part of marketing research. Qualitative techniques of
observation, focus groups and in-depth interview and analysis are used to understand
the latent motives of a consumer. The level of involvement (how interested the consumer
was about a product) determines the degree of motivation a consumer had to buy that
product. The source of stimulation and the particular situation the consumer is in when
he or she comes into contact with the product also determine the level of involvement.
It could vary in degree, i.e. the customer's involvement could be at the basic stage (it
could be passive or low); on the other hand involvement could be active or high. The

marketer has to understand how interested his consumer is and accordingly formulate
strategies and advertising. To conclude, the marketer who understands the various
needs that motivate a consumer in purchasing a product or service and is able to design
and showcase his products accordingly will be successful.
Big marketers, at times, may also employ a full market coverage strategy, which may
further be differentiated (different marketing mix for different products) or undifferentiated
(single marketing mix for all products). Sometimes marketers adopt too many micro
segments, which later become redundant. In such a case, all segments are clubbed
together with a single marketing mix (counter segmentation).
5.

Write short notes on any three of the following.

A. Primitive Categorization: On the most basic level, people tend to make distinctions between
moving and non-moving entities. In particular, self-propelled and autonomous movement that
does not seem to be caused by external forces attracts attention since it is an indication of
living matter (White, 1995). In classical monster films, the convention of having the apparently
dead psychopath make a small movement of a part of the body (in close-up), exploits this
propensity: something we thought was dead, is now alive and intentional again (cf. also
puppets).
Visual appearance of a creature or object seems to be a fundamental triggerer of
anthropomorphic thinking. Configurations that look like faces and bodies, in reality or in images,
have a particular salience to us. Babies seem to be predisposed to look for and fasten their
gaze in other peoples eyes. Humans appear to be especially equipped to recognize faces and
body movements. People anthropomorphize entities that look and move like humans.
Such effects have evolutionary value, which is probably why they have persisted (Spend
particular attention to things that looks like this). Other primitive categorization can be explained
in the same manner. Cuteness something small and obtrusive triggers feelings of infantile
helplessness and a tendency to care for and protect (Tan, 1996:160f). Experiences of ugliness
and beauty set off an action tendency to avoid or to approach that particular face of body.
B. Influence of Family and Friends: Consumer often go on some form of information search to
help them through their purchase decision. Sources of information could be family, friends,
neighbors who may have the product you have in mind. Family is the most influential group
for the consumer. The family members can strongly influence buyer behavior. It can be
distinguished between two families in the buyers life. One is the buyers parents who make
up the family of orientation. From parents a person acquires an orientation toward religion,
politics, and economics and a sense of personal ambition, self-worth, and love. The other is
the family of procreation-the buyers spouse and children-exert a more direct influence on
everyday buying behavior. Marketers are interested in the roles and relative influence of the
husband, wife, and children on the purchase of a large variety of products and services. The
purpose of this report is to discuss the role of the family in consumer behavior.
There are three main elements directly effect the family consumption. They are family
lifecycle, the structure of the family and family decisions making process.

C.

Primary vs. Secondary Reference Groups: A primary group is a typically small social
group whose members share close, personal, enduring relationships. These groups are marked
by members' concern for one another, and shared activities and culture. Examples include
family, childhood friends, and highly influential social groups. You do not choose to be part of
these groups you just are. Primary groups play an important role in the development of identity.
A primary group is a group in which one exchange implicit items, such as love, caring, concern,
animosity, support, and such. Examples, of these would be family groups, love relationships,
crisis support groups, church groups and such. Relationships formed in primary groups are
often long-lasting and goals in themselves. They also are often psychologically comforting to the
individuals involved and provide a source of support and encouragement.
People in a secondary group interact on a less personal level than in a primary group, and their
relationships are temporary rather than long lasting. Since secondary groups are established to
perform functions, peoples roles are more interchangeable. A secondary group is one you have
chosen to be a part of. They are based on interests and activities. They are where many people
make can meet close friends or people they would just call acquaintances. Secondary groups
are groups in which on exchanges explicit commodities, such as labor for wages, services for
payments, and such. Examples of these would be employment, vendor-to-client relationships,
and such.
D. The Family Life Cycle Concept: While the family life cycle concept is widely used in the
consumer behavior literature, its value for explaining variation in buyer behavior is less than it
could be. The major problems with the concept as presently used are that:
(1) it was borrowed from sociology without any basic revisions for consumer behavior use;
(2) it is presently generally operationalized as a static classificatory scheme and therefore
cannot account for changing family structure; and
(3) Researchers have failed to link family life cycle to the concept lifestyle - another concept so
crucial to explaining variations in buyer behavior.
E. Organizational Buying Behavior. Organization buying is the decision-making process by
which formal organizations establish the need for purchased products and services and identify,
evaluate, and choose among alternative brands and suppliers. Buying Behavior is the decision
processes and acts of people involved in buying and using products.
Need to understand:

Why consumers make the purchases that they make?

What factors influence consumer purchases?
The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs
to analyze buying behavior for:
Buyers reactions to a firms marketing strategy has a great impact on the firms success.
The marketing concept stresses that a firm should create a Marketing Mix (MM) that
satisfies (gives utility to) customers, therefore need to analyze the what, where, when
and how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.

Consumer Behavior
Assignment B
Marks 10
Answer all questions.
1.
Explain the Cognitive Learning Theory with the help of suitable examples.
A.1
Cognitive theory is a learning theory of psychology that attempts to explain human
behavior by understanding the thought processes. The assumption is that humans are logical
beings that make the choices that make the most sense to them. Information processing is a
commonly used description of the mental process, comparing the human mind to a computer.
Pure cognitive theory largely rejects behaviorism on the basis that behaviorism reduces
complex human behavior to simple cause and effect. However, the trend in past decades has
been towards merging the two into a comprehensive cognitive-behavioral theory. This allows
therapists to use techniques from both schools of thought to help clients achieve their goals.
Social cognitive theory is a subset of cognitive theory. Primarily focused on the ways in which
we learn to model the behavior of others, social cognitive theory can be seen in advertising
campaigns and peer pressure situations. It is also useful in the treatment of psychological
disorders including phobias.
2.

A) What are attitudes? Discuss briefly the strategies of attitude change.

Ans a. An attitude is a hypothetical construct that represents an individual's degree of like or

dislike for an item. Attitudes are generally positive or negative views of a person, place, thing, or
eventthis is often referred to as the attitude object. People can also be conflicted or
ambivalent toward an object, meaning that they simultaneously possess both positive and
negative attitudes toward the item in question.
Attitudes are judgments. They develop on the ABC model (affect, behavior, and cognition)
The affective response is an emotional response that expresses an individual's degree of
preference for an entity. The behavioral intention is a verbal indication or typical behavioral
tendency of an individual. The cognitive response is a cognitive evaluation of the entity that
constitutes an individual's beliefs about the object. Most attitudes are the result of either direct
experience or observational learning from the environment.

Attitudes can be changed through persuasion and we should understand attitude change as a
response to communication. Experimental researches into the factors that can affect the
persuasiveness of a message include:

1. Target Characteristics: These are characteristics that refer to the person who receives
and processes a message. One such trait is intelligence - it seems that more intelligent
people are less easily persuaded by one-sided messages. Another variable that has
been studied in this category is self-esteem. Although it is sometimes thought that those
higher in self-esteem are less easily persuaded, there is some evidence that the
relationship between self-esteem and persuasibility is actually curvilinear, with people of
moderate self-esteem being more easily persuaded than both those of high and low
self-esteem levels (Rhodes & Woods, 1992). The mind frame and mood of the target
also plays a role in this process.
2. Source Characteristics: The major source characteristics are expertise,
trustworthiness and interpersonal attraction or attractiveness. The credibility of a
perceived message has been found to be a key variable here; if one reads a report
about health and believes it came from a professional medical journal, one may be more
easily persuaded than if one believes it is from a popular newspaper. Some
psychologists have debated whether this is a long-lasting effect and Hovland and Weiss
(1951) found the effect of telling people that a message came from a credible source
disappeared after several weeks (the so-called "sleeper effect"). Whether there is a
sleeper effect is controversial. Perceived wisdom is that if people are informed of the
source of a message before hearing it, there is less likelihood of a sleeper effect than if
they are told a message and then told its source.
3. Message Characteristics: The nature of the message plays a role in persuasion.
Sometimes presenting both sides of a story is useful to help change attitudes.
b) Explain the influences of reference groups on products and brands with the help of suitable
examples.
When the influence of reference groups on the purchase of a number of consumer goods was
first studied, it was found that the conspicuousness of a product is a strong determinant of its
susceptibility to reference group influence. Conspicuousness may be of two forms, however.
First the item must be exclusive in some way. If virtually everyone owns it, it is not conspicuous
in the first sense, even though it may be highly visible. Operationally we may think of this as the
distinction between luxuries (having a degree of exclusivity) and necessities (possessed by
virtually everyone). Second the item must be seen or identified by others. Thus, where an item
is consumed had great relevance. In this situation, a distinction may be made between publicly
consumed products (which are seen by others) and privately consumed items (not seen by
others). Reference groups may influence either the purchase of a product or the choice of a
particular brand, or both.

Other consumer researchers have investigated the role of reference group influence on product
and brand choice for several product categories. One of these studies is summarized in Figure
below
In many consumer researches, reference group is a key concept for demonstrating the
congruency between group membership and brand usage. It refers to the social groups that are
important to a consumer and against which he/she compares oneself. With different personal
goals, individuals would take different types of reference groups. For example, if someone
would like to verify his own current social identities, he tends to compare himself with a member
group, to which it supposes he belongs to. For example, if a person considers himself to be
intellectual and his member group of intellectuals tends to drive a Volvos, he may choose to
drive Volvo too. Similarly, an aspiration group is another type of reference group to which an
individual aspires to belong. If a consumer wishes to be more hip, and he sees hip people
wearing Versace clothing, he may choose to wear Versace clothing in an attempt to appropriate
the hip associations of that brand
3. Why a researcher should prefer to use focus groups rather than depth interview? When
depth interview are preferable?
Ans 3. The mainstay of consumer research is the focus group (or group discussion) so beloved
and feared by politicians. A focus group consists of 6-8 people brought together for a discussion
moderated by an experienced researcher. A typical group lasts about 90 minutes in length
(a mini-group may be 4 people in a shorter timeframe). The role of the moderators is to guide
the discussion to cover certain areas, but the reason for the group is so that discussion arises
among the participants spontaneously. In other words, the group structure means that those
taking part stimulate questions and comments from each other. In its original incarnation, this
meant that there was less chance of an "interviewer effect" distorting the research, but with
knowing respondents and the almost clichd environment, this spontaneity and realism has
become more difficult to achieve. Consequently, a major element of the success of the group is
the skill of the moderator in steering the group so that key areas are covered in depths as they
emerge from the conversation and deeper motivations are uncovered, not just social norms.
To help guide the focus group the moderator also uses a discussion guide and stimulus
materials. To help the discussion move away from superficial answers and to tap into deeper
motivations, respondents might be asked to look out materials from magazines, or to keep a
diary in order to seed the conversation. And the discussion guide might be include tasks for the
respondent to undertake, projection techniques ("if it was a car, what type would it be), creativity
in addition to simple questions like "why do you say that". A key part of the moderators job is to
ensure that everyone participates and has a chance to speak - visual clues such as body
language, demeanor, and tone can be as important as the actual words said which means that
viewing a group can be extremely valuable in understanding what was going on.

Depth interviews (or in-depth interviews - IDIs) are the second major tool for qualitative
research. These involve a one-on-one depth interview which like the focus group is guided by
the researcher using a discussion guide (rather than a questionnaire) allowing discussion to be
more open. In-depth interviews are the staple diet of the business-to-business qualitative
research, pharmaceutical research and are common in consumer markets where an individual's
detailed views are needed - for instance on a sensitive subject like finance or health.
A typical depth takes place face-to-face and typically lasts about an hour in length. However,
shorter versions can be carried out over the phone, or phone and web combination, particularly
for international research. The depth interview is in the form of a "directed conversation", which
unlike the formal structured questionnaire of a quantitative survey, is designed to be openended, exploratory and to allow the interviewer to probe key areas of interest. However, it may
also include standardized questions and questionnaire-like elements.
Like the focus group the quality of the interviewers listening and probing that will determine the
quality of information obtained. In business-to-business markets, where issues may be technical
in nature or focused on specific business issues (eg finance, channel issues, profitability or
value in use), a specialist B2B researcher will have a deeper understanding of the issues and
be better able to identify key business relationship issues.
On the phone, increasingly depths can be combined with stimulus sent simultaneously over the
internet, meaning that telephone depths can start to have the same impact as face-to-face
studies.

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?
Ands a. In the above case bank fulfill the informational needs at the below satisfactory level not
much more then that. Bank just gives the facility whatever Mrs. Benjamin asks, they do
not offer from their side. CSR at the bank did not interact in the proper way with the lady
and not provide full information. In other words bank is failed to satisfy a customer.
(b)
How is the above interaction likely to affect the customer's perception of the bank?
Ans b. Above interaction leaves a very bad impact on the customer. Customer is not at All
satisfied and she is not going to appreciate it in front of others. After the interaction
customer is thinking to change her account from this bank and this is a very bad thing
for a bank.
(c)
What is the marketing implication of the above interaction?
Ans C. Above interaction will lead to a bad marketing implication. Customer in the above
interaction is not at all satisfied and she is going to spread negative marketing in her circle.
(d) How would you advise the bank in terms of fulfilling the informational needs of customers?
Ans d. I would like to advise the bank that they should trained their CSR well so that they can
interact with the new customer in the pleasant way and can provide full information so that a
customer can happily leave from the bank. They should have proper broachers with full

information to satisfy a customers question. It will not only enhance their image but will lead to
a good result in social marketing.

Consumer Behavior
Assignment C
Tick mark () the most appropriate answer
1.

The person who determines that some need or want is not being met is-a)
b)
c)
d)

2.

Influencer
Initiator
Buyer
User

The person who actually makes the purchase is-a)

b)
c)
d)

3.

Influencer
Initiator
Buyer
User

The five stages of consumer decision process are-a) Problem recognition, information search, evaluation behavior, post-purchase
behavior and purchase decision.
b) Problem recognition, purchase decision, evaluation behavior, satisfaction and repurchase
c) Problem recognition, post-purchase behavior, 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)
b)
c)
d)

5.

Perceived risks
Normal risks
Abnormal risks
None of the above

__________ factor has broadest and deepest influence on consumer behaviour.

a)
b)
c)
d)

Reference group
Social Class
Culture
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)
c)
d)
7.

Religious group aspect

Age group aspect
None of the above

The process by which children acquire the skills, knowledge and attitude necessary to
function as consumers is-a)
b)
c)
d)

8.

Consumer socialization
Consumer orientation
Consumer specialization
None of the above

In the organizational buying, the first phase is-a)

b)
c)
d)

9.

Search for and qualification of potential sources

Need recognition
Selection of an order routine
None of the above

Seeking new positive talks about-a)

b)
c)
d)

10.

Information about the product purchased

Information about the sales
Information about the company
None of the above

__________ provide information to other members.

a)
b)
c)
d)

11.
a)
b)
c)
d)
12.

Gatekeepers
Influencers
Deciders
None of the above

____________ control the flow of information about a product or service in a

family.
Gatekeepers
Influencers
Deciders
None of the above
_______ are having power to take decision.

a)
b)
c)
d)

Gatekeepers
Influencers
Deciders
None of the above

13. ____________ who initiate or carry out disposal or discontinuation of a particular

product or service.
a)

Maintainers

b)
c)
d)
14.

Maslows theory postulates ________ basic levels of human needs.

a)
b)
c)
d)

15.

Consumerism
Dogmatism
Absenteeism
None of the above

__________ is defined as the process by which an individual selects, organizes, and

interprets stimuli into a meaningful and coherent picture of the world.
a)
b)
c)
d)

20.

Oral stage
Anal stage
Phallic stage
None of the above

________ 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)
b)
c)
d)

19.

Oral stage
Anal stage
Phallic stage
None of the above

In ____________, the infant first experiences social contact with the outside world
through the mouth.
a)
b)
c)
d)

18.

Sigmund Freud
Philip Kotler
Niel Armstrong
None of the above

In ____________ , the childs primary source of pleasure is the process of elimination

a)
b)
c)
d)

17.

Five
Four
Three
Two

___________s psychoanalytic theory of personality is the cornerstone of modern

psychology.
a)
b)
c)
d)

16.

Disposers
Users
None of the above

Perception
Attitude
Information
None of the above

JND stands--

a)
b)
c)
d)
21.

Junior notified doctor

Just Noticeable difference
Just Not done
None of the above

_________ is the stimuli that give direction to the motives.

a)
b)
c)
d)

22.

Response
Reinforcement
Cues
None of the above

Changing the basic motivational function is a-a)

b)
c)
d)

23.

Strategy of attitude change

Strategy of personality change
Strategy of reference group change
None of the above

_________ is closely linked to cultural or group values and involves the sanction of what
ought to or should be done.
a)
b)
c)
d)

24.

In _____________ power consumers accept information from members within a group

whom they perceive to be experts.
a)
b)
c)
d)

25.

Referent power
Legitimate power
Expert power
None of the above

__________ includes individuals who have direct influences on the consumer.

a)
b)
c)
d)

26.

Referent power
Legitimate power
Expert power
None of the above

The socialization agents

The commercialization agents
The modern agents
None of the above

The instigator is also known as-a)

b)
c)
d)

The influencer
The initiator
The buyer
None of the above

27.

__________ is someone whose opinion is valued in the decision-making process.

a)
b)
c)
d)

28.

This is the person who makes the final purchase-a)

b)
c)
d)

29.

Older, married, with dependent children

Older, married with children
Young, no children
None of the above

Empty nest is-a)

b)
c)
d)

33.

Young, married with child

Young, no children
Old, married with children
None of the above

Full nest 3 is-a)

b)
c)
d)

32.

Young, married without child

Young, no children
Young, married with child
None of the above

Full nest 2 is-a)

b)
c)
d)

31.

The influencer
The initiator
The buyer
None of the above

Full nest 1 is-a)

b)
c)
d)

30.

The influencer
The initiator
The buyer
None of the above

Older, married with dependent children

Older, married without children
Older, married with no children living with them
None of the above

Solitary Survivors are-a)

b)
c)
d)

Older, married with no children living with them

Young, married with child
Older, single, retired people
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)
b)
c)
d)

35.

Achieving professionals are the-a)

b)
c)
d)

36.

Three
Two
Four
Five

Nationality is a ___________ aspect.

a)
b)
c)
d)

40.

Culture
Social class
Reference groups
None of the above

There are ________ types of cultural values.

a)
b)
c)
d)

39.

Culture
Attitude
Personality
None of the above

_____________ is the broadest component that has an effect on consumer behaviour.

a)
b)
c)
d)

38.

The upper-middle class

The lower-upper class
The middle class
None of the above

Content analysis, Consumer Fieldwork etc., is the measurement of-a)

b)
c)
d)

37.

Young married with children

Young married without children
Young single
None of the above

Cultural
Sub-cultural
Personality
None of the above

There are ________ types of sub-cultures are there.

a)
b)
c)
d)

Three
Four
Five
None