Consumer Behaviour & Market Research

Code No. R-MBA-025 BRILLIANT’S®

Consumer Behaviour & Market Research

For: MBA (Marketing Specialization) 3rd Semester

According to Rani Durgavati University, Jabalpur New Syllabus

With Last Year Solved Question Paper

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UNIT I  Study of consumer Behavior - Role of Consumer Research.  Need system. Consumer motivation.  Personality, Dynamics of Perception. UNIT II  Consumer as an Individual: Involvement and motivation, knowledge and values .  Nature, role of motive and classifying motive  Personality, learning and characteristics and classification of learning.  Characteristics, functions and sources of attitudes, attitude theory and models. UNIT III  Environmental Influences on Consumer Behavior: Cultural, Social, Personal, Family and situational influences, opinion leadership and life style marketing.  Characteristics of culture, cultural understanding, nature of social class, Social class and consumer behaviour.  Nature and significance of personal influence, marketing Implications of personal influence significance of family in Consumer behaviour and family life cycle .  Opinion leadership forms. UNIT IV  Consumer Decision Processes  Consumer Decision rules. Post purchase processes: Framework, dissonance, satisfaction / dissatisfaction.  Consumer Behavior Models 1 Nicosia Model 2 Howardsheth Model 3 Engel-Blackwell and Miniard Model 4 Sheth Family Decision Making Model.  CRM: CRM and Consumer Behavior, Consumer Roles, Market Values and CRM. UNIT V  Research Plan, Research Design  Management Uses of Market Research  Difference Between Marketing and Marketing Research  Data Collection Methods. Sample Planning Process  Model of Market Research for Decisions Coding of Data, Significance Testing,  Analysis and Interpretation of Data  Sales research format,  Product Research format  NPP Contents 1. Study of Consumer Behaviour

STUDY OF CONSUMER BEHAVIOUR Q.1. "Consumer is the king of the Market." Elucidate. [MBA- 2009] OR What do you mean by consumer behaviour? Why do we need to study consumer behaviour? How can we study consumer behaviour? Explain. [MBA- 2007] OR How is the philosophy of the Marketing concept related to the study of Consumer Behaviour? Discuss how consumer behaviour is to some extent based on principles from other disciplines? 15 ROLE OF CONSUMER RESEARCH Q.2. "Is consumer research, a tool to understand the consumer better or to market the product well?" Discuss. [MBA- 2009] OR What is Consumer Research? What are its uses? Explain the importance of consumer orientation. 26 NEED SYSTEM Q.3. How does Maslow's Need Model help Marketers in Creating and Marketing innovative products? Explain with example. [MBA- 2009] OR “Consumer has both innate and acquired needs.” Explain the statement by exampling various types of needs. [2011] 30 CONSUMER MOTIVATION Q.4. What is meant by motivation? Explain its importance with reference to consumer behaviour. [MBA- 2011] OR

BRILLIANT’S/Consumer Behaviour & Marketing Research/4 NPP What do you understand by the term consumer motivation? Describe the importance and explain the techniques to motivate consumers in the market? [MBA- 2009] OR Write short note on: Consumer Motivation. [MBA- 2009] 38 PERSONALITY Q.5. Explain the relationship between personality and consumer behaviour. [MBA- 2011] OR "Celebrity endorsement for a brand reflects the personality of a brand." Illustrate with example. [MBA- 2009] 44 THEORIES OF PERSONALITY Q.6. Explain Freudion and Neo-Freudion theories of personality. [MBA- 2011] OR Illustrate explain: Personality traits of innovator. [MBA- 2007] 51 DYNAMICS OF PERCEPTION Q. 7. What is Perception? How it determines the consumer behaviours? OR How perception constitutes the formulation of consumer behaviour? 57

Q.8. Explain the Dynamics of perception. OR What are the implications of figure ground relationships for print ads and for TV ads? How can the figure-ground construct help or interfere with the communication of advertising messages? OR Give several marketing situations where the principle of grouping can be used with advantage. 64

BRILLIANT’S/Consumer Behaviour & Marketing Research/5 NPP 2. Individual Determinants of Consumer Behaviour

CONSUMER : AS AN INDIVIDUAL Q.9. Why is it essentials to know consumer as an individual? OR What is the significance of understanding consumer behaviour? 79 INVOLVEMENT & MOTIVATION Q.10. What is involvement? Why are involvement and motivational intensity important? OR Discuss involvement theory and its significance in consumer motivation. 82

KNOWLEDGE AND VALUES Q.11. “Consumers organize knowledge according to goal-derived categories.” Comment. OR How can a company use the marketing mix, in combination with consumer’s prior knowledge, to affect the inferences consumers make about a product? 83 LEARNING Q.12. Illustratively explain: Mechanics of learning. [MBA- 2007] OR Explain the role of involvement and learning in shaping consumer preferences. Give examples. 85 ATTITUDE Q.13. Write short note on: Consumer Attitude. [MBA- 2009] OR Explain the following giving recent examples: Attitude and its role in buying decisions. [MBA- 2007] OR What are the potential implication of consumer’s attitudes towards formulating consumer behaviour? 95

BRILLIANT’S/Consumer Behaviour & Marketing Research/6 NPP THEORIES AND MODELS OF ATTITUDES Q.14. Identify the components in the three-component attitude structure model. Discuss how Fishbein’s intentions model accommodate them? [2008] OR Explain the various models of attitude. [2005] 99 3. Environmental Influences on Consumer Behaviour

ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOUR Q.15. Are environmental factors more important as influences for new or recurring situations? Why? OR What are the Environmental Factors which Influence Consumer Behaviour? Explain them. 107 SITUATIONAL INFLUENCE Q.16. What is meant by the term Situation? Why it is important for a marketing manager to understand situational influences on purchasing behaviour? OR What is meant by the statement “Situational variables may interact with product or personal characteristics”? 112 OPENION LEADERSHIP Q.17. Explain the following giving recent examples: Dynamics of Opinion leadership. [MBA- 2007] OR Why opinion leader is a more credible source of product information than an advertisement for the same product? Explain in brief about the characteristics of opinion leaders. 116 LIFE STYLE MARKETING Q.18. How life style effect the buying decisions of a consumer? Explain illustratively. [MBA- 2007] 120

BRILLIANT’S/Consumer Behaviour & Marketing Research/7 NPP CULTURE Q.19. What is meant by cross-cultural consumer behaviour? Describe cultural factors affecting consumer behaviour. [MBA- 2011] OR How culture effect buying decisions of a consumer? Explain illustratively. [MBA- 2007] 123 SOCIAL CLASS Q.20. Discuss various types of familiar and consumer socialisation. [MBA- 2011] OR How social class effect buying decisions of a consumer? Explain. [MBA- 2007] 129 PERSONAL INFLUENCE Q.21. Discuss various forms of personal influence on consumer behaviour with suitable examples. OR Explain the nature and significance of personal influence in consumer behaviour. 138 Q.22. Discuss in detail how word-of-mouth communication affects the consumer behaviour. OR Explain the impact or influence of word-of-mouth commun- 140 ication on consumer behavior. SIGNIFICANCE OF FAMILY IN CONSUMER BEHAVIOR Q.23. Explain the concept of family, its functions and role of family members in decision-making process. OR What role family members play in the decision-making process? Explain with the help of suitable examples. 143 FAMILY LIFE CYCLE Q.24. Discuss various stages of family life cycle and its influence on consumer behaviour. [MBA- 2011] OR

BRILLIANT’S/Consumer Behaviour & Marketing Research/8 NPP “Changing family structure and buying patterns are posing numerous challenges to marketers”. Discuss. Explain the kind of marketing efforts required in each stage of family life cycle. Give suitable examples. 148 OPINION LEADERSHIP FORMS Q.25. Discuss in detail the Opinion Leadership Forms. [MBA- 2009] OR Is there such a thing as a generalized opinion leader? What is likely to determine if an opinion leader will be influential with regard to a specific product category? 153 4. Consumer Decision Processes

CONSUMER DECISION MAKING Q.26. Discuss the four views of consumer decision making process presenting a comparative picture of the same. OR What do you mean by Decision Making? How a consumer makes a particular decision? 159

CONSUMER DECISION PROCESS

Q.27. What are the factors governing the consumer decision process? [MBA- 2009] OR Discuss the major steps involved in consumer decision making process and the strategies used for influencing consumer in those stages. 165 CONSUMER BEHAVIOR MODELS Q.28. Describe consumer information processing model. [MBA- 2011] OR Explain the following: (a) Nicosia Model (b) Howard Sheth Model [MBA-2011] 176

BRILLIANT’S/Consumer Behaviour & Marketing Research/9 NPP CRM AND CONSUMER BEHAVIOUR Q.29. “CRM is widely accepted and very helpful in analyzing consumer behaviour.” Comment on your answer with suitable example. OR Discuss the role of CRM in consumer behaviour with suitable examples. 190 Q.30. Is customer relationship the guiding factor for the growth of the aviation industry? Discuss. [MBA-2009] 194 CONSUMER ROLES Q.31. What is the role of consumer in relationship marketing? 195 MARKET VALUES AND CRM Q.32. What are market values and how they are important in consumer behaviour? 197 Q.33. Define consumerism and safety measure associated with it. [2002] 211 5. Marketing Research

RESEARCH PLAN Q.34. What is meant by 'Research Plan'. Explain its uses. [MBA- 2011] 217 OR What is the scientific approach to planning for research? Explain with example. RESEARCH DESIGN Q.35. What is meant by 'Research Design'. Explain its uses. [MBA-2011] 223 TYPES OF RESEARCH DESIGN

Q.36. Discuss the difference between the research for FMCG brands and service industry brands. 225 Q.37. Researchers seek causal relationship by either experimental or expost fact research designs: (a) In what ways are these approaches similar? (b) In what ways are they different? [MBA- 2007] OR BRILLIANT’S/Consumer Behaviour & Marketing Research/10 NPP Discuss exploratory, descriptive and experimental research design. 226 MANAGEMENT USES OF MARKET RESEARCH Q.38. Write short note on: Management uses of Market Reserach. [MBA- 2011, 2009] OR Discuss the significance of marketing research to manu- facturers in determining marketing strategy. 241 DIFFERENCE BETWEEN MARKETING AND MARKETING RESEARCH Q.39. Illustrate the differences between marketing and marketing research. OR Write a short note on: ' Marketing v/s Marketing Research'. 245 DATA COLLECTION METHODS Q.40. What special problems do open ended questions have? How can these be minimized? In what situations are open ended questions most useful? [MBA- 2007] OR You are appointed as research incharge by a FMCG company to study the rural consumers attitude and their approach towards group dynamics and opinion leadership. Explain how will you proceed and how will you manage to receive above information? [MBA- 2007] 247 SAMPLE PLANNING PROCESS Q.41. Write short note on: Sampling Plan. [MBA- 2009] OR What do you mean by sampling plan? Discuss the steps involved in developing it. 265 MODEL OF MARKET RESEARCH FOR DECISIONS Q.42. Illustrate the model of market research for decisions coding of data. OR Discuss the role of marketing research in decision making. 270

BRILLIANT’S/Consumer Behaviour & Marketing Research/11 NPP CODING OF DATA Q.43. What do you understand by coding of Data? Explain why it is necessary? OR Write a detailed note on components of coding. 274 SIGNIFICANCE TESTING Q.44. Explain the procedure for testing the significance of: (a) Z-test (b) t-test. OR Explain the procedure for testing the significance of F-test. 277 ANALYSIS OF DATA Q.45. What do you mean by analysis of data? OR Examine important statistical techniques for data analysis. 292 INTERPRETATION OF DATA Q.46. Write short notes on: 1. Techniques of Interpretation. 2. Analysis and Interpretation of data. 311

SALES RESEARCH FORMAT

Q.47. Write short note on: Sales Research Format.[MBA- 2011] OR What do you mean by sales research/sales forecasting? 315 PRODUCT RESEARCH FORMAT Q.48. Write a short note on: 'Product Research Format'. OR What is the process of new product developments? 317 Q.49. Write short note on: Report Preparation. [MBA- 2009] 324 Solved Numerical Examples 333

Case Studies 389

Solved Question Paper 399 

BRILLIANT’S/Consumer Behaviour & Marketing Research/12 NPP BRILLIANT’S® Consumer Behaviour & Market Research

For: MBA (Marketing Specialization) 3rd Semester and Others Courses

According to Rani Durgavati University, Jabalpur

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