CONSUMER BEHAVIOR

PART – A
1. Define Consumer Behavior?
**Consumer behavior** refers to the study of how individuals or groups select, purchase,
use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.
It encompasses the psychological, social, and cultural factors that influence their decision-
making processes.
2. State The Factors Influencing Consumer Behavior?
Here are two key factors influencing consumer behavior:
1. **Cultural Factors**: These include values, beliefs, and customs that shape consumer
preferences and buying habits, such as traditions and social norms.
2. **Personal Factors**: These include individual characteristics like age, income,
occupation, lifestyle, and personality, which directly impact purchasing decisions.
These factors help in understanding the diverse motivations behind consumer choices.
3. What Is Absolute Threshold?
The **absolute threshold** refers to the minimum level of stimulus intensity that a person
can detect at least 50% of the time. It is the point at which a stimulus goes from
undetectable to detectable to the senses, such as the faintest sound that can be heard or
the dimmest light that can be seen.
4. Describe The Functions Of Attitude?
Here are two key functions of attitude:
1. **Knowledge Function**: Attitudes help individuals organize and simplify their
experiences and information, making it easier to understand and navigate the world.
2. **Ego-Defensive Function**: Attitudes protect an individual's self-esteem and justify
their actions by defending against internal conflicts or external threats.
These functions highlight how attitudes play a crucial role in guiding behavior and shaping
perceptions.
5. How Culture Influence Consumer Behavior?
Culture influences consumer behavior in several significant ways:
1. **Values and Beliefs**: Cultural values and beliefs shape individuals' perceptions of what
is desirable, acceptable, and appropriate, thereby influencing their purchasing decisions and
brand preferences.
2. **Social Norms and Traditions**: Cultural norms and traditions dictate consumer
behavior patterns, including holiday shopping habits, gift-giving practices, and dietary
preferences.
These cultural factors play a crucial role in guiding consumer choices and market trends.
6. Brief Normative And Comparative Influence?
For a 2-mark question, here are brief explanations:
1. **Normative Influence**: This occurs when an individual's behavior is influenced by the
expectations of others, leading them to conform to societal norms and values to gain
acceptance or avoid disapproval.
2. **Comparative Influence**: This involves comparing oneself to others, often peers or
reference groups, to evaluate one's own beliefs, attitudes, and behaviors, and make
decisions accordingly.
These influences play a crucial role in shaping consumer behavior by affecting how
individuals perceive and respond to social cues.
7. List The Steps Involved In Family Decision Making?
Here are the key steps involved in family decision-making:
1. **Problem Recognition**: Identifying the need or problem that requires a decision, such
as planning a vacation or buying a new appliance.
2. **Information Gathering**: Collecting relevant information and options from various
sources to make an informed decision.
These steps highlight the collaborative process in family decision-making, ensuring that all
members contribute to the final choice.
8. How Is Industrial Buying Different From Individual Buying?
Here are two key differences between industrial buying and individual buying:
1. **Purpose and Scale**: Industrial buying involves purchasing goods and services for
business operations, often in large quantities, whereas individual buying is for personal use
and typically on a smaller scale.
2. **Decision-Making Process**: Industrial buying decisions are often made by a group of
stakeholders and involve a formal, complex process, while individual buying decisions are
usually made by one person and are less formal.
These points highlight the distinct purposes and processes involved in industrial versus
individual buying.
9. Discuss The Stages In Adoption Process?
For a 2-mark question, here are the key stages in the adoption process:
1. **Awareness**: The consumer becomes aware of the new product or service but lacks
detailed information about it.
2. **Trial**: The consumer tries the product or service on a small scale to determine its
value and usefulness.
These stages highlight the initial steps consumers take in deciding whether to fully adopt a
new product or service.
10. Describe The Importance Of Communication?
For a 2-mark question, here are two key points on the importance of communication:
1. **Effective Relationship Building**: Communication is essential for building and
maintaining relationships, whether personal or professional. It helps convey ideas,
emotions, and information clearly, fostering understanding and trust.
2. **Problem Solving and Decision Making**: Clear communication enables efficient
problem-solving and decision-making by ensuring that all parties have a shared
understanding of the issues and can collaborate to find solutions.
These points highlight how critical communication is in various aspects of life and work.
 PART – B
11(B) Compare And Contrast Between Qualitative And Quantitative Techniques Of
Research Design, Which One Do You Think Better?
### Comparison between Qualitative and Quantitative Research Techniques
#### Qualitative Research
- **Nature**: Exploratory, aiming to understand underlying reasons, opinions, and
motivations.
- **Data**: Non-numerical data such as interviews, observations, and open-ended surveys.
- **Analysis**: Thematic analysis, identifying patterns and themes.
- **Outcome**: Provides in-depth insights and a deep understanding of the subject matter.
- **Example**: Conducting focus groups to understand consumer behavior.
#### Quantitative Research
- **Nature**: Conclusive, aiming to quantify data and generalize results from a sample to
the population.
- **Data**: Numerical data from structured tools like surveys, questionnaires, and tests.
- **Analysis**: Statistical analysis, using mathematical and computational techniques.
- **Outcome**: Provides measurable and comparable data that can be used to identify
patterns and make predictions.
- **Example**: Conducting a large-scale survey to measure customer satisfaction.
### Contrasts
- **Objective**: Qualitative research seeks to explore and understand, while quantitative
research seeks to quantify and measure.
- **Approach**: Qualitative research is more subjective, relying on open-ended
communication, while quantitative research is objective and relies on structured data
collection.
- **Flexibility**: Qualitative methods are more flexible and adaptive, while quantitative
methods are more rigid and structured.
### Which is Better?
The choice between qualitative and quantitative research depends on the research
objectives:
- **Qualitative Research** is better for exploring new phenomena, understanding complex
issues, and gaining in-depth insights.
- **Quantitative Research** is better for testing hypotheses, measuring variables, and
producing generalizable results.
In practice, many researchers use a **mixed-methods approach**, combining both
qualitative and quantitative techniques to leverage the strengths of both and provide a
more comprehensive understanding of the research problem.
12(A) Discuss Three Components Model Of Attributes, What Is The Relevance Of This
Model To Advertising Objectives?
### Three-Component Model of Attitudes
The Three-Component Model of Attitudes consists of three elements that collectively shape
an individual's overall attitude towards a subject. These components are:
1. **Cognitive Component**:
- This involves beliefs and thoughts that a person holds about the subject. It represents the
knowledge or information aspect of an attitude.
- **Example**: A consumer believes that a specific brand of smartphone is technologically
superior due to its advanced features.
2. **Affective Component**:
- This involves the emotional response or feelings towards the subject. It represents the
emotional aspect of an attitude.
- **Example**: The same consumer feels excited and happy when thinking about using
the smartphone.
3. **Behavioral Component**:
- This involves the intention or actions that a person takes towards the subject. It
represents the behavioral aspect of an attitude.
- **Example**: The consumer decides to purchase the smartphone based on their
positive beliefs and feelings about it.
### Relevance to Advertising Objectives
Understanding the Three-Component Model of Attitudes is crucial for developing effective
advertising strategies. Here’s how it can be applied:
1. **Targeting Cognitive Component**:
- Advertisements can focus on providing information and highlighting the unique features
and benefits of a product to shape positive beliefs.
- **Objective**: Educate and inform consumers to build a strong knowledge base about
the product.
2. **Targeting Affective Component**:
- Advertisements can evoke emotions through storytelling, visuals, and music to create an
emotional connection with the brand.
- **Objective**: Generate positive emotional responses to foster brand affinity and
loyalty.
3. **Targeting Behavioral Component**:
 - Advertisements can include calls to action, promotions, and incentives to encourage
consumers to make a purchase or engage with the brand.
- **Objective**: Drive consumer actions and behaviors that lead to sales or engagement.
By addressing all three components—cognitive, affective, and behavioral—advertisers can
create comprehensive campaigns that not only inform and educate but also emotionally
connect with and motivate consumers to take action. This holistic approach enhances the
effectiveness of advertising in shaping consumer attitudes and driving desired outcomes.
13(A). If You Are The Marketing Manager Of An Energy Drink Making Company, Which
Stages Of Family Life Cycle Will You Target And How?
As a marketing manager for an energy drink company, targeting specific stages of the family
life cycle can help tailor marketing efforts more effectively. Here are the stages I would
focus on and the strategies I would use:
### 1. Single Adults (Young Singles)
**Target Audience**: Individuals in their late teens to early 30s who are single and
independent.
**Marketing Strategies**:
- **Social Media Campaigns**: Utilize platforms like Instagram, TikTok, and Twitter to
reach young, active, and tech-savvy individuals.
- **Sponsorships and Endorsements**: Partner with influencers, athletes, and celebrities
who appeal to this demographic.
- **Event Sponsorship**: Sponsor music festivals, sports events, and parties where young
singles are likely to attend.
- **Convenient Packaging**: Promote portable, easy-to-carry energy drinks suitable for
busy, on-the-go lifestyles.
### 2. Newly Married Couples (Without Children)
**Target Audience**: Young couples who are just starting their lives together.
**Marketing Strategies**:
- **Health and Fitness Promotions**: Highlight the benefits of energy drinks for active
couples who enjoy fitness and outdoor activities.
- **Collaborative Campaigns**: Create campaigns that emphasize shared experiences and
activities that couples can enjoy together.
- **Digital Advertising**: Target online ads to reach couples researching fitness, travel, and
lifestyle topics.
### 3. Families with Young Children (Full Nest I)
**Target Audience**: Parents with young children who juggle busy family lives and work.
**Marketing Strategies**:
- **Family-Oriented Promotions**: Emphasize the energy boost that parents need to keep
up with their active children and daily responsibilities.
- **Product Placement**: Feature energy drinks in grocery stores and family-friendly retail
locations.
- **Content Marketing**: Develop blogs, articles, and social media content that provide
tips for managing family life and maintaining energy levels.
### 4. Middle-Aged Parents (Full Nest II & III)
**Target Audience**: Parents of teenagers and young adults.
**Marketing Strategies**:
- **Convenience and Functionality**: Highlight the benefits of energy drinks for busy
parents who need a quick and effective energy boost.
- **Educational Content**: Create informative content on the safe consumption of energy
drinks and their benefits.
- **Promotional Offers**: Offer discounts and loyalty programs to encourage repeat
purchases.
### Summary
Targeting these specific stages of the family life cycle allows for more precise and effective
marketing strategies, catering to the unique needs and lifestyles of each group. By
understanding the distinct characteristics of these stages, the energy drink company can
tailor its messaging and promotional efforts to resonate with each demographic segment,
ultimately driving brand loyalty and sales.
14(A). How Is Industrial Buying Different From Individual Buying? Illustrate By Means Of
An Industrial Buyer Model?
### Differences between Industrial Buying and Individual Buying
**1. Purpose and Scale**
- **Industrial Buying**: Involves purchasing goods and services for business operations,
production, or resale. The quantities are often large and the purchases are aimed at
supporting business activities.
- **Individual Buying**: Involves purchasing goods and services for personal use. The
quantities are typically smaller, and the focus is on fulfilling personal needs and desires.
**2. Decision-Making Process**
- **Industrial Buying**: The process is complex and involves multiple stakeholders, such as
procurement managers, engineers, and senior executives. It often requires detailed
specifications, formal proposals, and lengthy negotiations.
- **Individual Buying**: The process is usually simpler and involves fewer people, often just
the individual consumer. Decisions are often based on personal preferences, brand loyalty,
and convenience.
**3. Buying Criteria**
- **Industrial Buying**: Decisions are made based on factors like quality, price, reliability,
and supplier relationships. Technical specifications and compliance with industry standards
are critical.
- **Individual Buying**: Decisions are influenced by personal preferences, brand image,
price, and emotional factors. Consumers may also consider product reviews and
recommendations.
### Industrial Buyer Model
The industrial buyer model illustrates the stages and factors involved in the industrial buying
process. Here’s a simplified version:
1. **Problem Recognition**
- The business identifies a need or problem that requires a solution, such as a need for
new equipment or raw materials.
2. **General Need Description**
- The business defines the general characteristics and quantity of the needed items. This
may involve input from various departments.
3. **Product Specification**
- Detailed specifications and requirements are developed. This often involves technical
experts who define the exact features and standards needed.
4. **Supplier Search**
- The business searches for potential suppliers. This may involve sending out Requests for
Proposals (RFPs) or Requests for Quotations (RFQs) to gather information from suppliers.
5. **Proposal Evaluation and Supplier Selection**
- Received proposals are evaluated based on criteria such as price, quality, reliability, and
service. Multiple stakeholders may be involved in this evaluation process.
6. **Order-Routine Specification**
- The final order is placed with the selected supplier. This includes detailed terms and
conditions, delivery schedules, and payment terms.
7. **Performance Review**
- After the purchase, the performance of the product and the supplier is reviewed. This
feedback may influence future buying decisions.
### Example Illustration
Imagine a manufacturing company that needs to purchase a new batch of industrial-grade
steel for production:
1. **Problem Recognition**: The production manager identifies the need for more steel to
meet increased production demands.
2. **General Need Description**: The procurement team outlines the general need for a
specific grade and quantity of steel.
3. **Product Specification**: Technical experts specify the exact grade, tensile strength,
and other technical specifications of the steel required.
4. **Supplier Search**: The procurement team searches for potential suppliers and sends
out RFPs to gather quotations and capabilities.
5. **Proposal Evaluation and Supplier Selection**: Received proposals are evaluated based
on cost, quality, delivery time, and supplier reputation. A supplier is selected after thorough
consideration.
6. **Order-Routine Specification**: The procurement team places the order, specifying
delivery schedules and payment terms.
7. **Performance Review**: The quality and performance of the steel are assessed, and
feedback is provided to the supplier.
This model demonstrates the structured and multifaceted nature of industrial buying
compared to the relatively straightforward process of individual buying.
15(A). Discuss The Steps Involved In Purchase Decision Of A Smart Tv, Also Mention A Few
Advertisements That Influenced You?
### Steps in the Purchase Decision of a Smart TV
1. **Need Recognition**
- The first step is realizing the need or desire for a new Smart TV, which could be triggered
by various factors such as outdated technology, a broken TV, or the need for a better
viewing experience.
2. **Information Search**
- Consumers start gathering information about different Smart TV brands, models,
features, and prices. This can be done through online research, visiting electronics stores,
reading reviews, and asking for recommendations from friends and family.
3. **Evaluation of Alternatives**
- At this stage, consumers compare different Smart TV options based on factors such as
display quality, size, price, brand reputation, smart features (like streaming services and
voice control), and additional functionalities (such as gaming compatibility or connectivity
options).
4. **Purchase Decision**
- After evaluating the alternatives, consumers make a decision based on their preferences,
budget, and the information gathered. They choose the Smart TV that best meets their
needs and decide where to purchase it—whether online or from a physical store.
5. **Purchase**
- The actual transaction takes place where the consumer buys the chosen Smart TV. This
step may involve completing the payment process, arranging for delivery, or picking up the
TV from the store.
6. **Post-Purchase Behavior**
- After purchasing the Smart TV, consumers assess their satisfaction with the product. If
the TV meets or exceeds their expectations, they feel satisfied and may recommend it to
others. If it falls short, they may experience buyer's remorse and might seek returns or
exchanges.
### Influential Advertisements
Several advertisements can influence a consumer's decision when purchasing a Smart TV.
Here are a few examples:
1. **Samsung QLED TV Commercial**
- An advertisement showcasing the vibrant colors, sharp picture quality, and innovative
features of Samsung's QLED TVs. The visual demonstration of the TV's capabilities can
impress consumers looking for top-notch display performance.
2. **LG OLED TV Campaign**
- LG's advertisements often emphasize the deep blacks, contrast, and sleek design of their
OLED TVs. Highlighting real-life visuals and testimonials from satisfied customers can
persuade consumers who prioritize picture quality and aesthetics.
3. **Sony BRAVIA TV Promotions**
- Sony's commercials focus on their advanced picture processing technology and sound
quality. Demonstrations of enhanced gaming experiences and immersive viewing can attract
tech-savvy consumers and gamers.
These advertisements can significantly impact a consumer's evaluation and decision-making
process by effectively communicating the benefits and unique selling points of each Smart
TV brand.
 PART - C
16(B). You Are The Marketing Of A Company Manufacturing Mobile Phones Devices, You
Want To Target People Over The Age Of 60 As It Is Ignored By Most Of The Other
Companies, Design A Promotional Mis To Reach Your Target Audience (Talk About The
Design And Features Of Your Device).
### Promotional Mix for Targeting People Over the Age of 60
When targeting people over the age of 60 for mobile phones, the promotional mix should
emphasize accessibility, ease of use, and specific features that cater to this demographic.
Here is a comprehensive strategy:
### 1. Product Design and Features
**User-Friendly Interface**:
- Large, high-contrast display for better visibility.
- Simple, intuitive navigation with large icons and easy-to-read fonts.
**Accessibility Features**:
- Hearing aid compatibility and loudspeakers for clear audio.
- Voice commands and text-to-speech functionality for easier use.
**Safety and Health Monitoring**:
- Emergency SOS button for immediate assistance.
- Built-in health tracking features such as heart rate monitoring and medication reminders.
**Long Battery Life**:
- Extended battery life to reduce the need for frequent charging.
**Durable Design**:
- Sturdy build to withstand accidental drops and rough handling.
- Water and dust resistance.
### 2. Advertising and Promotion
**Traditional Media**:
- **TV Commercials**: Advertise on channels that are popular among older adults. Focus
on demonstrating the ease of use and safety features.
- **Print Ads**: Place ads in newspapers, magazines, and newsletters that cater to the
senior demographic.
**Digital Media**:
- **Social Media**: Use platforms like Facebook, which has a growing number of older
users. Create engaging content such as video tutorials and customer testimonials.
- **Search Engine Advertising**: Target keywords related to senior-friendly mobile phones
and health and safety technology.
**In-Store Promotions**:
- **Demo Stations**: Set up interactive demo stations in retail stores where seniors can try
the phone and receive assistance from knowledgeable staff.
- **Special Discounts**: Offer discounts for seniors, such as a “Senior Day” promotion in
stores.
### 3. Public Relations
**Community Engagement**:
- **Workshops and Seminars**: Host educational workshops in community centers and
senior living communities to demonstrate the phone’s features.
- **Collaborations**: Partner with organizations that support the elderly, such as AARP or
local senior centers, to promote the phone.
**Media Coverage**:
- **Press Releases**: Distribute press releases highlighting the innovative features and
benefits of the phone tailored for seniors.
- **Influencer Partnerships**: Collaborate with influencers who cater to older audiences,
such as health and wellness experts.
### 4. Direct Marketing
**Email Newsletters**:
- Send informative newsletters that highlight the phone’s features, customer testimonials,
and special promotions.
**Direct Mail**:
- Distribute brochures and flyers with clear, concise information about the phone’s benefits
and special offers.
### 5. Sales Promotion
**Trial Offers**:
- Offer a risk-free trial period where seniors can test the phone before committing to a
purchase.
**Referral Programs**:
- Implement a referral program where existing customers can refer friends and family for
discounts or rewards.
### Summary
By focusing on a mix of traditional and digital advertising, community engagement, direct
marketing, and appealing product features, this promotional strategy will effectively reach
and resonate with the senior demographic. Emphasizing ease of use, safety, and health
monitoring features can make the mobile phone a valuable and attractive option for people
over the age of 60.