MKT302 Consumer Behaviour

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PROGRAM

Master of Business Administration – MBA

SEMESTER

III

SUBJECT CODE & NAME

MKT302

Consumer Behaviour

SET 1

Qus:1 Define Consumer Behaviour. What are the various Buying Roles in the Individual Consumer Buying Decision Process? What are the various categories of Organisational buyers?

Answer: “Consumer behaviour refers to the actions and decision processes of people who purchase goods and services for personal consumption.”

James F Engel, Roger D

Qus:2 What do you mean by Motivational Conflict? Give reasons in support of the statement “motivated behaviour never ends.”

Answer: “Variety is the spice of life.” Hardly anybody is likely to disagree with this saying. For most of us, too

Qus:3 What are the various components of Learning? Explain Classical Conditioning.

Answer: Four components are fundamental to most learning situations.

 Motivation – Motivation is the driving force that impels individuals to action and is based on needs and goals. Motivations function as a spur to learning with needs and goals acting as stimuli. For example, a

SET 2

Qus:1 Explain various characteristics of culture.

Answer: Culture has the following features:

 Culture is cultivated – Culture is not something that just “exists” and waiting to be discovered. People are responsible for cultivating or nurturing their culture and this process consists of three interdependent components:

o Ideological component

Qus:2 Explain the Consumer Decision Making process.

Answer: Generally it is believed that decision-making is the cognitive process of selecting a course of action from among multiple alternatives. The most common examples are shopping and deciding what to eat. Decision-making is said to be a psychological construct. It means that although one can never "see" a decision, one can infer from observable behaviour that a decision has been made. Therefore, we can conclude that a psychological event called "decision-making" has occurred. It is a construction that imputes commitment to action. That is, based on observable actions, it is assumed that people have made a commitment to effect the action.

Qus:3 Explain Organisational Buying Behaviour. What are the various factors influencing Organisational Buyer Behaviour?

Answer: Organisational buyers/business markets have characteristics that differ sharply from individual consumers/consumer markets. Fewer Buyers: Buyers in a business market are much fewer as compared to

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