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 www.thebrilliants.in NPP BRILLIANT'S BRILLIANT'S © Publisher 1st Edition All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. ` 185/- 2, Pranamee Street, (Near Gorakund Chouraha) Opp. Canara Bank, Indore - 2 (M.P.) - India Ph. (0731) 2453477, 4053160 Visit Website: www.nakodapublishers.in (For Text Book) www.thebrilliants.in (For Q.A. Series) E-mail: [email protected] NPP New Syllabus CONSUMER BEHAVIOUR & MARKETING RESEARCH 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]