Consumer Behaviour & Marketing Research

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2. Consumer Behaviour & Marketing Research

Assignment Question:

Q1 ) “Post-purchase behaviour of consumer is more important for marketing manager than pre-purchaser behaviour” – Do you agree? Why or Why not? Justify your answer.

Answer: Consumer behaviour is seen to involve a complicated mental process as well as physical activity (purchase decision). Consumer behaviour is a decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services. Consumer Behaviour reflects the totality of consumers‟ decisions with respect to the acquisition, consumption and disposition off goods, services, time and ideas by (human) decision making units.Simply defined, Post-Purchase Behavior is the stage of the Buyer Decision Process when a consumer will take additional action, based purely on their satisfaction or dissatisfaction.  The consumer's level of satisfaction or dissatisfaction is directly related to

Q2 ) (a)  What is meant by Questionnaire? What sort of marketing information can be collected with the help of a questionnaire? When an unstructured questionnaire can be used in marketing studies?

Answer: A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire was invented by Sir Francis Galton.[citation needed]  Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. However, such standardized answers may frustrate

(b) Assume that you are the Marketing Manager of a newly started electronic company interested in manufacturing TVs. How would you go about assessing the product demand to TVs in India and the forecast for the next five years?

Answer:When a company finds an attractive market, it must estimate that market’s currentsize and future potential carefully. This appendix presents the principles andtools for measuring and forecasting market demand.To develop effective targeting strategies, and to manage their marketingefforts effectively, companies must be good at both measuring current marketdemand and forecasting future demand. Overly

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