Question1) Answer all the questions:
(i) Briefly explain the concept of ‘Consumer Behaviour’?
(ii) Distinguish between personal consumer and organizational consumer.
(iii) Explain the term Social stratification.
(iv) What is the significance of customer retention strategy?
(v) Name the elements of learning process.
Question2) Describe Howard Sheth model with the help of suitable example.
Question3) Explain reference group, discuss the application areas of reference group.
Question4) Why it is significant for marketers to study culture? Explain its relevance with appropriate illustrations.
Question5) Answer all the questions:
(i) Mention the stages involved in consumer buying decision process.
(ii) What do you mean by ‘Enculturation’?
(iii) Explain normative reference group with suitable example.
(iv) Name the stages in the development of a personality.
(v) Provide a self explanatory diagram of Nicosia Model.
Question6) In what ways is the study of consumer behaviour linked to development of marketing strategies? Provide appropriate examples.
Question7) Describe different functions of family which are relevant to a discussion of consumer behaviour.
Question8) A toothpaste company’s advertising agency is in a process of negotiating a contract to employ a dentist and a well known celebrity to promote its product. Being a marketing manager of the company discuss reference group factors which must be considered before hiring them.