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Consumer Behaviour (2019)

Q1) Attempt
a) Steps of buying behaviour.
b) Two benefits of Internet in Business.
c) Consumer protection act.
d) Difference between needs, wants and demand.
e) New trends in purchasing.
f) Market Segmentation.
g) Industrial Buyers.

a) Steps of buying behavior:

1. Need recognition: The buying process typically begins with the recognition of a need
or a problem. The consumer realizes that there is a discrepancy between their
current state and desired state.

2. Information search: After recognizing the need, consumers engage in an information

search to gather relevant information about potential solutions. This search can be
conducted through various sources, such as personal contacts, online research,
advertisements, or product reviews.

3. Evaluation of alternatives: Once consumers have gathered information, they evaluate

different alternatives based on factors such as price, quality, features, brand
reputation, and personal preferences. This evaluation helps them narrow down the
choices.

4. Purchase decision: After evaluating alternatives, the consumer makes a purchase

decision. This decision can be influenced by factors such as price, availability,
convenience, and personal motives.

5. Post-purchase evaluation: After making a purchase, consumers evaluate their

satisfaction with the chosen product or service. If the experience matches or exceeds
their expectations, they are likely to be satisfied. If not, they may experience
postpurchase dissonance and consider alternative options in the future.
b) Two benefits of the Internet in Business:

1. Global reach and expanded market: The Internet allows businesses to transcend
geographical boundaries and reach a global audience. It provides an opportunity to
expand customer base and target specific markets that would have been otherwise
inaccessible. With e-commerce platforms, businesses can sell products or services
online, enabling 24/7 availability and accessibility.

2. Cost-effective marketing and advertising: The Internet offers cost-effective marketing

and advertising options compared to traditional methods. Businesses can leverage
 social media, search engine optimization, email marketing, and online advertising to
reach their target audience at a lower cost. This enables smaller businesses to
compete with larger ones on a more level playing field.
c) Consumer Protection Act:
The Consumer Protection Act is a legislation designed to protect the rights of consumers and
ensure fair trade practices. Its main objectives are:

1. Protection against unfair trade practices: The act prohibits deceptive practices, false
advertising, and misleading information. It aims to prevent businesses from engaging
in practices that could harm consumers or exploit their lack of knowledge.

2. Redressal of consumer grievances: The act provides mechanisms for consumers to

file complaints and seek redressal for any grievances they may have against
businesses. This includes seeking compensation for defective products or services,
unfair trade practices, or any harm caused due to negligence or non-compliance.

3. Consumer education and awareness: The act emphasizes the importance of

consumer education and awareness by promoting programs and initiatives to inform
consumers about their rights, responsibilities, and available remedies. It encourages
the formation of consumer organizations to empower consumers and create a
collective voice for their interests.
d) Difference between needs, wants, and demand:
• Needs: Needs are the basic necessities required for survival, well-being, and
fulfillment. They are essential for human existence and include things like food,
water, shelter, clothing, and healthcare. Needs are universal and do not change
significantly over time.
• Wants: Wants are desires or preferences that are not essential for survival but are
shaped by individual preferences, cultural influences, and personal aspirations.
Wants are influenced by factors such as social status, trends, and personal tastes.
They can vary greatly between individuals and across different cultures.
• Demand: Demand refers to the willingness and ability of consumers to purchase a
specific product or service at a given price and time. It is influenced by both needs
and wants, as well as factors like affordability, availability, and perceived value.
Demand is often influenced by marketing efforts, pricing strategies, and consumer
preferences.
e) New trends in purchasing:

1. E-commerce and online shopping: With the rise of the Internet and mobile
technology, e-commerce has become increasingly popular. Consumers can now shop
online, compare prices, read reviews, and make purchases from the comfort of their
homes. The convenience and wide variety of choices have made online shopping a
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significant trend in purchasing.

2. Mobile commerce: Mobile devices have transformed the way people shop.
Consumers can now make purchases using smartphones and tablets, enabling onthe-
go shopping experiences. Mobile apps and optimized websites provide a seamless
shopping experience, and mobile payment options have gained popularity.

3. Personalization and customization: Consumers are increasingly seeking personalized

and customized products and services. Businesses are using data analytics and
customer insights to offer tailored recommendations, personalized offers, and
customizable products, creating a more personalized shopping experience.

4. Sustainability and ethical purchasing: There is a growing trend of consumers

prioritizing sustainability and ethical considerations in their purchasing decisions.
They are more conscious of the environmental impact of products, fair trade
practices, and the ethical behavior of companies. Consumers are choosing brands
that align with their values and support sustainable and socially responsible
practices.
f) Market segmentation:
Market segmentation is the process of dividing a larger market into distinct groups of
consumers who share similar characteristics, needs, or preferences. The purpose of market
segmentation is to enable businesses to better understand and target specific customer
segments with tailored marketing strategies. Some common bases for market segmentation
include:
• Demographic segmentation: Dividing the market based on demographic factors such
as age, gender, income, education, occupation, and family size.
• Psychographic segmentation: Dividing the market based on psychological and
lifestyle characteristics, including values, beliefs, interests, attitudes, and behavioral
patterns.
• Behavioral segmentation: Dividing the market based on consumer behavior, such as
usage patterns, brand loyalty, purchase occasions, and benefits sought.
• Geographic segmentation: Dividing the market based on geographical factors such as
location, climate, population density, or regional preferences.
g) Industrial buyers:
Industrial buyers, also known as business-to-business (B2B) buyers, are organizations or
individuals who purchase goods or services for business purposes rather than personal use.
Industrial buyers can be categorized into different types:

1. Manufacturers: Manufacturers are industrial buyers who purchase raw materials,

components, or equipment to produce finished goods. They may also buy specialized
machinery or technology for their production processes.
 2. Wholesalers and retailers: Wholesalers and retailers purchase goods from
manufacturers or other suppliers in bulk and then sell them to other businesses or
end consumers. They play a vital role in the distribution chain.

3. Government organizations: Government entities at various levels, such as federal,

state, or local governments, purchase goods and services for public use or to fulfill
governmental functions. These purchases often involve formal bidding processes and
compliance with specific regulations.

4. Institutions: Institutions like hospitals, schools, universities, and nonprofit

organizations have specific needs for goods and services. They typically have
procurement departments that handle purchasing for the organization.
Industrial buyers often have different buying processes and criteria compared to individual
consumers. They consider factors such as price, quality, reliability, delivery times, technical
specifications, and after-sales service in their decision-making. Building strong relationships
and providing value-added solutions are crucial in the B2B market.

Q2) Explain family life cycle in detail and how it affects the purchasing decision.

The family life cycle refers to the progression of stages that individuals and families go
through as they age and undergo changes in their family structure, lifestyle, and needs. Each
stage of the family life cycle is characterized by different demographics, psychographics, and
purchasing behaviors. Understanding the family life cycle is important for marketers as it
helps them tailor their marketing strategies to effectively target consumers at different
stages. Here is a detailed explanation of the family life cycle and its impact on purchasing
decisions:

1. Bachelor stage: This stage typically includes young adults who are single, have
recently entered the workforce, and are establishing their independence. They often
focus on personal and career development, and their purchasing decisions are driven
by their own needs and preferences. They may spend on experiences, entertainment,
fashion, and technology. Marketers targeting this stage often emphasize individuality,
affordability, and trends.

2. Newly married couples: This stage includes couples who have recently married or
entered into a long-term committed relationship. They may be starting a new
household, and their purchasing decisions revolve around setting up their home.
They are likely to spend on furniture, appliances, home decor, and other household
necessities. Marketers targeting this stage often focus on products that cater to
newlyweds, home improvement, and building a shared life together.
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3. Full nest stage with young children: This stage typically involves couples with young
children living at home. They have additional responsibilities and expenses related to
raising and caring for their children. Their purchasing decisions are influenced by the
needs of their children, including baby products, toys, clothing, educational
materials, and healthcare. Marketers targeting this stage often emphasize
familyoriented messaging, safety, convenience, and value for money.

4. Full nest stage with teenage children: At this stage, the children are older and more
independent. Families may face increased expenses related to education,
extracurricular activities, transportation, and technology for their teenagers.
Purchasing decisions may include items such as electronics, school supplies, sports
equipment, and clothing. Marketers targeting this stage often focus on products and
services that cater to the evolving needs and preferences of teenagers and
emphasize convenience, quality, and value.

5. Empty nest stage: In the empty nest stage, couples have typically seen their children
move out of the home. They may have more disposable income and fewer financial
obligations related to their children. Purchasing decisions may include travel, leisure
activities, home renovations, downsizing, and investments. Marketers targeting this
stage often emphasize lifestyle, leisure, and experiences, as well as products and
services that cater to the changing needs of older adults.

6. Aging stage: This stage includes older adults who may be retired or nearing
retirement. Their purchasing decisions often revolve around healthcare, retirement
planning, housing options, travel, and leisure activities. Marketers targeting this stage
often focus on products and services that address the health and well-being of older
adults, financial planning, senior living options, and leisure activities suitable for their
age group.
It is important to note that these stages are not rigid and can overlap or vary depending on
cultural and individual factors. Additionally, individuals may experience non-traditional
family structures or skip certain stages altogether. Nevertheless, understanding the family
life cycle provides valuable insights into consumer behaviors, preferences, and needs,
allowing marketers to develop targeted strategies and effectively communicate the value of
their products or services at each stage.
b) What is the difference between customer and consumer? Explain importance of
reference group.

Customer and consumer are two distinct roles in the context of marketing. The key
differences between them are as follows:
Customer: A customer is an individual or entity that purchases a product or service from a
business. They are the ones who engage in the transaction and provide monetary
compensation in exchange for the product or service. Customers can be individuals,
organizations, or even other businesses. They are directly involved in the purchasing
decision and have the power to choose which products or services to buy.
Consumer: A consumer, on the other hand, is the person or entity who ultimately uses or
consumes the product or service. They may or may not be the same as the customer. The
consumer is the end-user, the one who benefits from the product or service, and derives
value or satisfaction from its usage. For example, a parent may be the customer who buys a
toy for their child, but the child is the consumer who actually plays with and enjoys the toy.
Importance of Reference Group:
A reference group refers to a group of people who serve as a source of comparison,
influence, and reference for an individual's attitudes, beliefs, values, and behavior. These
groups can have a significant impact on consumer decision-making and purchasing behavior.
Here are a few reasons why reference groups are important:

1. Social influence: Reference groups play a crucial role in shaping consumer behavior
through social influence. Individuals often seek social acceptance and conformity by
aligning their attitudes and behaviors with the norms and values of their reference
groups. They may adopt the opinions, preferences, and purchasing patterns of their
reference group members.

2. Information and guidance: Reference groups provide a valuable source of

information and guidance in the decision-making process. Individuals may seek
advice, recommendations, or opinions from their reference group members when
considering a purchase. The experiences and feedback shared by others in the group
can influence their perceptions and choices.

3. Aspirational and identity formation: Reference groups can serve as a source of

aspiration and help individuals define their identities. People often look up to certain
groups or individuals they admire and aspire to be like them. They may imitate the
behaviors, consumption patterns, and lifestyle choices of these reference groups to
align with their desired self-image.

4. Influence on product evaluation: Reference groups can influence how individuals

perceive and evaluate products or brands. Positive references or endorsements from
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their reference groups can enhance their perception of a product's value, quality, and
desirability. Conversely, negative references can create doubts or reduce their
willingness to try or purchase a product.

5. Word-of-mouth marketing: Reference groups can be powerful channels for word-

ofmouth marketing. Positive experiences or recommendations from satisfied
consumers within the reference group can lead to increased awareness, credibility,
and adoption of a product or service. Conversely, negative experiences shared within
the group can have a detrimental impact on a brand's reputation.
Considering the influence of reference groups is essential for marketers. They need to
identify and understand the relevant reference groups for their target audience and develop
strategies to leverage positive references, encourage brand advocacy, and create a positive
association with the group. By understanding the dynamics of reference groups, marketers
can effectively position their products or services, design targeted marketing campaigns, and
build relationships that align with consumers' social and psychological needs.

Q3) Discuss differences beetween store and non store purchasing process.

The purchasing process can vary depending on whether it occurs in a physical store or
through non-store channels such as online shopping, phone orders, or catalogs. Here are the
key differences between the store and non-store purchasing processes:
Store Purchasing Process:

1. Physical presence: In-store purchasing requires the customer to physically visit a

brick-and-mortar store to make the purchase. They can browse through the store's
offerings, touch and feel the products, and interact with store personnel.

2. Tangible experience: Store purchases offer a tangible and sensory experience.

Customers can physically examine products, try them on if applicable, and
immediately take possession of the items they buy.

3. Immediate gratification: With store purchases, customers can obtain the product
immediately after making the purchase. They don't have to wait for shipping or
delivery, which can lead to instant gratification.

4. Personal interaction: In-store purchases allow for face-to-face interactions with sales
staff who can provide assistance, answer questions, and offer personalized
recommendations. This personal touch can enhance the shopping experience and
help customers make informed decisions.
 5. Impulse buying: The physical presence in a store environment can lead to impulse
buying. Customers may be enticed by attractive product displays, promotions, or
sales pitches, resulting in unplanned purchases.

Non-Store Purchasing Process:

1. Remote shopping: Non-store purchasing involves shopping remotely, without

physically visiting a store. It can take place through online platforms, phone orders,
catalogs, or other remote channels.

2. Virtual experience: Non-store purchases rely on virtual experiences. Customers view

product images, descriptions, and reviews online or in catalogs. They don't have the
opportunity to physically examine or try on products before buying.

3. Delayed gratification: Non-store purchases often involve a waiting period for product
delivery. Customers need to wait for shipping or processing, which means they may
experience delayed gratification compared to in-store purchases.

4. Self-service: Non-store purchasing generally involves a self-service approach.

Customers browse and select products independently without direct assistance from
sales staff. They rely on product information, reviews, and online support tools.

5. Comparison shopping: Non-store purchases offer the advantage of easy comparison

shopping. Customers can compare prices, features, and reviews across different
websites or catalogs, allowing for more informed decision-making.

6. Convenience: Non-store purchasing offers the convenience of shopping from

anywhere at any time. Customers can shop from the comfort of their homes, offices,
or on the go. This accessibility is especially beneficial for those with time constraints
or limited mobility.

7. Increased variety and options: Non-store purchasing provides access to a wider

variety of products and options compared to physical stores. Customers can explore a
vast range of products from different brands and retailers worldwide without
geographical limitations.
It's important to note that the distinction between store and non-store purchasing is
becoming blurred with the growth of omnichannel retailing. Many retailers now offer both
physical stores and online platforms, providing customers with the option to choose their
preferred purchasing method. Additionally, some customers may engage in showrooming,
where they visit physical stores to evaluate products before making their final purchase
online.
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Elaborate a) Consumer learning. b) Consumer attitude. c) E Commerce.

a) Consumer learning: Consumer learning refers to the process through which

individuals acquire knowledge, skills, behaviors, and attitudes related to consumption. It
involves the acquisition of information and experiences that influence consumer behavior.
There are different types of consumer learning:

1. Cognitive learning: This type of learning involves the acquisition of knowledge and
understanding through thinking, reasoning, and mental processes. It includes
learning through problem-solving, memory, perception, and information processing.
Cognitive learning plays a role in understanding product features, making purchase
decisions, and evaluating alternatives.

2. Behavioral learning: Behavioral learning focuses on learning through experiences,

actions, and responses to stimuli. It involves the association between stimuli and
responses, where repeated exposure to certain stimuli leads to learned behaviors.
For example, consumers may develop preferences for specific brands or products
based on positive experiences or reinforcement.

3. Experiential learning: Experiential learning occurs through direct personal

experiences, such as trying a product or service firsthand. Consumers learn through
their own interactions, observations, and emotions related to the consumption
experience. Positive or negative experiences can shape future buying behavior and
influence brand perceptions.

4. Social learning: Social learning involves learning from others through observation,
imitation, and modeling. Consumers learn by observing the behaviors and
experiences of reference groups, family members, friends, and influencers. Social
learning can influence preferences, attitudes, and purchase decisions through the
influence of others.
Consumer learning is essential for marketers as it helps them understand how consumers
acquire information, make decisions, and form attitudes toward products or brands. By
understanding the learning process, marketers can design effective communication
strategies, provide relevant information, and create positive experiences that facilitate
consumer learning and influence behavior.
b) Consumer attitude: Consumer attitude refers to an individual's overall evaluation,
perception, and feelings towards a product, brand, service, or marketing message. Attitudes
are shaped by a combination of cognitive, affective, and behavioral components. Here are
the key components of consumer attitudes:

1. Cognitive component: The cognitive component of attitude relates to the beliefs,

thoughts, and knowledge an individual holds about a product or brand. It involves
the evaluation of product attributes, benefits, features, and performance. Cognitive
components of attitude influence how consumers perceive the value, quality, and
functionality of a product.

2. Affective component: The affective component refers to the emotional and affective
responses that individuals associate with a product or brand. It involves feelings,
likes, dislikes, and emotions towards the product. Affective components of attitude
influence consumers' emotional attachment, brand loyalty, and their overall
satisfaction or dissatisfaction with the product.

3. Behavioral component: The behavioral component of attitude reflects the intention

or actual behavior of individuals towards a product or brand. It involves actions,
intentions, and purchase behaviors. The behavioral component of attitude can
influence actual purchasing decisions, brand loyalty, and word-of-mouth
recommendations.
Consumer attitudes play a crucial role in shaping consumer behavior. They guide consumers'
preferences, purchase decisions, brand choices, and post-purchase evaluations. Positive
attitudes towards a product or brand can lead to increased purchase intention and brand
loyalty, while negative attitudes can deter consumers from buying or engaging with a
product or brand. Marketers aim to shape and influence consumer attitudes through various
marketing strategies, including advertising, product positioning, brand image, and customer
experiences.
c) E-commerce: E-commerce, short for electronic commerce, refers to the buying and
selling of goods and services over the internet or other electronic networks. It involves
online transactions, online shopping, electronic funds transfer, online marketing, and various
other digital business activities. E-commerce has revolutionized the way businesses operate
and how consumers engage in commerce. Here are key aspects and benefits of e-commerce:

1. Online shopping: E-commerce enables consumers to browse, select, and purchase

products or services from the comfort of their homes or any location with internet
access. Consumers can shop 24/7 and have access to a vast range of products and
brands from around the world.

2. Convenience and accessibility: E-commerce offers convenience and accessibility to

both consumers and businesses. Consumers can shop at their convenience, save
time, and avoid physical store limitations. Businesses can reach customers globally,
operate with lower overhead costs, and offer personalized shopping experiences.
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3. Wide product selection: E-commerce provides consumers with a wide selection of

products and services. Online marketplaces offer a vast range of options, allowing
consumers to compare prices, features, and reviews easily. This increases consumer
choice and empowers them to make informed purchasing decisions.

4. Personalization and customization: E-commerce platforms utilize data analytics and

customer insights to offer personalized recommendations, targeted promotions, and
customized shopping experiences. This helps businesses tailor their offerings to
individual consumer preferences and needs.
5. Cost savings and competitive pricing: E-commerce has facilitated price transparency
and increased competition, leading to competitive pricing. Consumers can compare
prices across different sellers and find the best deals. E-commerce platforms often
offer discounts, loyalty programs, and special promotions, providing cost savings for
consumers.

6. Global reach and market expansion: E-commerce eliminates geographical

limitations, allowing businesses to reach a global customer base. It provides
opportunities for small and medium-sized enterprises to access international markets
and compete with larger organizations.

7. Customer reviews and feedback: E-commerce platforms enable customers to leave

reviews and feedback about products and sellers. This helps other consumers make
informed decisions and builds trust and transparency in the online marketplace.

8. Enhanced customer service: E-commerce platforms offer various customer service

channels such as live chat, email support, and 24/7 customer assistance. This ensures
timely support and addresses consumer queries or concerns.
E-commerce continues to grow rapidly, transforming the retail landscape and consumer
behavior. It provides convenience, choice, cost savings, and personalized experiences for
consumers, while offering businesses new opportunities for market expansion, increased
sales, and customer engagement.

Q4) What is attitude? What are the functions of it? Does attitude helps people in order to
have satisfaction? Explain.

Attitude refers to an individual's overall evaluation, perception, and feelings towards a

person, object, idea, or situation. It represents a learned predisposition to respond favorably
or unfavorably in a consistent manner. Attitudes can be positive, negative, or neutral and are
shaped by a combination of beliefs, values, emotions, and experiences.
Functions of Attitude:
 1. Utilitarian function: Attitudes can serve a utilitarian function by providing individuals
with a means to maximize rewards and minimize punishments. People develop
positive attitudes towards things that they perceive as beneficial or useful and
negative attitudes towards things they perceive as harmful or unhelpful. This
function helps individuals make decisions that align with their desired outcomes and
maximize their overall satisfaction.

2. Ego-defensive function: Attitudes can serve an ego-defensive function by protecting

individuals from uncomfortable or threatening information or situations. People may
develop attitudes that help them maintain a positive self-image or defend their ego.
For example, a person may develop a negative attitude towards a competing product
or brand to protect their self-esteem or justify their own choices.

3. Value-expressive function: Attitudes can serve a value-expressive function by

allowing individuals to express their values, beliefs, and identities. People often
develop attitudes towards causes, social issues, or brands that align with their
personal values and beliefs. Expressing these attitudes helps individuals
communicate their identity, affiliation, and desired social image.

4. Knowledge function: Attitudes can serve a knowledge function by providing

individuals with a framework to understand and simplify the complex world around
them. Attitudes help people organize and categorize information, interpret social
situations, and make sense of their environment. They act as mental shortcuts or
heuristics that guide perception, judgment, and decision-making.
Attitude and Satisfaction:
Attitudes can play a significant role in influencing an individual's satisfaction. Here's how
attitudes contribute to satisfaction:

1. Pre-purchase attitude: Attitudes formed before a purchase can influence satisfaction.

Positive attitudes towards a product or brand can create higher expectations and
increase the likelihood of satisfaction if those expectations are met or exceeded.
Negative attitudes, on the other hand, may lead to lower expectations and
potentially lower satisfaction.

2. Post-purchase attitude: Attitudes developed after a purchase can also impact

satisfaction. If the actual experience matches or exceeds the individual's prepurchase
attitude, it is likely to lead to higher satisfaction. However, if the experience falls
short of expectations, it may result in disappointment or dissatisfaction.

3. Cognitive dissonance: Attitudes can help individuals cope with cognitive dissonance,
which is the discomfort experienced when there is a mismatch between attitudes
and behaviors. If someone has a positive attitude towards a product but experiences
dissatisfaction after the purchase, they may adjust their attitude to reduce cognitive
dissonance and justify their decision.
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Overall, attitudes can influence satisfaction by shaping expectations, guiding perception, and
providing a framework for evaluating experiences. Positive attitudes can lead to higher
satisfaction if they align with actual experiences, while negative attitudes can result in lower
satisfaction. Marketers and businesses strive to understand consumer attitudes and manage
them effectively to enhance satisfaction levels and foster long-term customer loyalty.

Explain a) Consumer Beliefs. b) Feelings. c) Changing attitude. d) Culture.

a) Consumer Beliefs: Consumer beliefs are the subjective thoughts and perceptions
that individuals hold about specific objects, products, brands, or concepts. They represent
an individual's understanding or knowledge about something based on information,
experiences, and social influences. Consumer beliefs can be factual or based on subjective
interpretations. Here are a few key points about consumer beliefs:
• Factual beliefs: Factual beliefs are based on objective information and evidence. For
example, a consumer may believe that a certain brand of smartphones has a
highresolution camera based on technical specifications and reviews.
• Inferential beliefs: Inferential beliefs are assumptions or conclusions drawn from
available information. They involve making inferences based on limited or indirect
evidence. For example, a consumer may believe that a brand of organic food is
healthier based on general assumptions about organic farming methods.
• Evaluative beliefs: Evaluative beliefs involve the subjective evaluation or judgment of
a product, brand, or concept. These beliefs are influenced by personal values,
preferences, and attitudes. For example, a consumer may believe that a luxury brand
represents prestige and status based on their personal values and societal influences.
Consumer beliefs play a crucial role in shaping attitudes, purchase decisions, and behaviors.
Marketers often aim to influence and shape consumer beliefs through advertising, product
claims, endorsements, and other marketing strategies.
b) Feelings: Feelings, also known as emotions, are subjective experiences that involve a
combination of physiological and psychological responses to stimuli or situations. They can
be positive, negative, or neutral and play a significant role in consumer behavior. Here are a
few key points about feelings in the context of consumer behavior:
• Emotional responses: Consumers often experience emotional responses when
interacting with products, brands, or marketing messages. These responses can
include joy, excitement, anger, sadness, fear, or surprise. Emotional responses can be
triggered by factors such as product design, brand image, advertising content, or
customer service experiences.
 • Emotional branding: Marketers leverage emotions to create emotional connections
with consumers through emotional branding strategies. Emotional branding aims to
evoke specific emotions associated with the brand, such as happiness, nostalgia, or
empowerment. Emotional connections can lead to stronger brand loyalty and
positive associations with the brand.
• Influence on decision-making: Feelings can significantly influence consumer
decisionmaking. Emotions can shape preferences, alter perceived value, and impact
the evaluation of alternatives. For example, a consumer's positive emotional
response to
a product may lead to a higher willingness to pay or a stronger desire to make a
purchase.
Understanding consumer feelings and emotions is important for marketers as it helps them
create impactful marketing campaigns, design engaging customer experiences, and develop
products or services that resonate with consumers on an emotional level.
c) Changing Attitude: Changing attitudes refers to the process of modifying or altering
an individual's overall evaluation, perception, or feelings towards a particular object,
product, brand, or concept. Attitudes are not fixed and can change over time due to various
factors, such as new information, experiences, social influences, or personal growth. Here
are a few key points about changing attitudes:
• Cognitive dissonance: When individuals experience a mismatch between their
attitudes and behaviors, cognitive dissonance occurs. This discomfort can motivate
individuals to change their attitudes to align with their behavior or vice versa.
Marketers can leverage cognitive dissonance to influence attitude change by
providing information or experiences that reduce the perceived inconsistency.
• Persuasion and communication: Marketers often use persuasive communication
techniques to change attitudes. This can involve presenting compelling arguments,
providing evidence, using influential spokespersons, or appealing to emotions.
Effective communication can reshape or influence attitudes by presenting new
information or altering perceptions.
• Social influences: Social influences, such as peer pressure, social norms, or cultural
values, can play a significant role in attitude change. Individuals may adjust their
attitudes to conform to the beliefs and behaviors of their reference groups.
Marketers can leverage social influences by highlighting the acceptance or popularity
of a product among relevant reference groups.
• Personal experiences: Personal experiences can be powerful drivers of attitude
change. Positive or negative experiences with a product or brand can lead to shifts in
attitudes. Marketers can focus on creating positive experiences, addressing concerns,
and managing customer interactions to facilitate attitude change.
 •

Changing attitudes is a complex process influenced by multiple factors. Marketers need to

understand the underlying motivations, cognitive processes, and social dynamics that
influence attitude formation and change. By identifying the drivers of attitude change and
developing targeted strategies, marketers can effectively shape consumer attitudes in a
desired direction.
d) Culture: Culture refers to the shared beliefs, values, customs, behaviors, and artifacts that
characterize a group or society. It encompasses a wide range of factors, including language,
religion, social norms, traditions, symbols, and material objects. Culture plays a vital role in
consumer behavior and influences attitudes, preferences, and purchasing decisions. Here
are some key points about culture:

Cultural values and norms: Culture shapes individuals' values and norms, which serve as
guidelines for behavior and decision-making. Cultural values reflect what a society
considers important and desirable, such as individualism, collectivism, materialism,
or environmental sustainability. Cultural norms define acceptable behavior and
influence consumption patterns, product preferences, and brand choices.
• Cultural influences on attitudes: Culture can shape attitudes towards specific
products, brands, or marketing messages. Attitudes are influenced by cultural beliefs,
traditions, and societal expectations. For example, cultural values related to health
and wellness may shape attitudes towards organic or natural products.
• Cross-cultural differences: Cultures vary across countries, regions, and even
subcultures within a society. Marketers must recognize and understand cross-cultural
differences to develop effective marketing strategies. Different cultures may have
distinct preferences, communication styles, and attitudes towards brands or
products. Adapting marketing efforts to align with cultural values and norms is crucial
for success in diverse markets.
• Cultural symbols and meanings: Culture provides a framework of symbols and
meanings that influence consumer behavior. Certain symbols may hold specific
cultural significance and influence attitudes towards products. Marketers often use
cultural symbols and meanings to communicate brand values, create associations,
and appeal to consumers' cultural identities.
Culture is deeply ingrained in individuals' identities and influences their attitudes, behaviors,
and purchasing decisions. Marketers need to conduct cultural analysis and develop culturally
sensitive strategies to ensure their products, messaging, and brand positioning resonate
with the cultural context of their target market. By understanding and respecting cultural
nuances, marketers can build stronger connections with consumers and enhance brand
appeal.
Q5) Explain Howard Sheth model with diagram.

The Howard-Sheth model, also known as the Howard-Sheth theory of buyer behavior, is a
psychological model that explains consumer behavior by considering various factors that
influence the decision-making process. Developed by John Howard and Jagdish Sheth in
1969, the model emphasizes the interaction between the consumer's psychological and
social factors, as well as the marketing stimuli that impact consumer behavior. Although the
original model does not include a specific diagram, I can explain the key components and
relationships of the Howard-Sheth model.

The Howard-Sheth model consists of three major components:

1. Input variables: These are the external influences that impact consumer behavior.
They include marketing stimuli and other external factors that shape consumers'
decision-making process. Marketing stimuli can be further classified into four
categories:
• Product: This includes the attributes, features, quality, and branding of the product or
service.
• Price: The price of the product or service, including discounts, promotions, and
perceived value.
• Promotion: The marketing communication efforts, such as advertising, personal
selling, sales promotion, and public relations.
• Place: The distribution channels and accessibility of the product or service.
In addition to marketing stimuli, input variables also consider social and environmental
influences, such as cultural norms, reference groups, family, and situational factors.

2. Psychological processes: These processes occur within the mind of the consumer and
are influenced by the input variables. The psychological processes consist of four key
elements:
• Perception: How consumers perceive and interpret marketing stimuli based on their
individual experiences, needs, and expectations.
• Learning: How consumers acquire knowledge and experience about the product or
service through exposure, comprehension, and retention.
 •

• Motivation: The internal drives and needs that influence consumer behavior and
decision-making. This includes needs such as physiological, safety, social, esteem, and
self-actualization.
• Attitude formation and change: How attitudes are developed and modified based on
the consumer's beliefs, values, and emotions towards the product or service.
These psychological processes interact and influence each other, forming the basis for
consumer decision-making.

3. Output variables: These variables represent the consumer's responses or actions

resulting from the input variables and psychological processes. The output variables
include:
• Purchase behavior: The actual decision to buy or not buy a product or service.
• Brand loyalty: The extent to which consumers show loyalty and preference for a
particular brand.
Post-purchase behavior: The consumer's satisfaction or dissatisfaction after
purchasing and using the product or service, as well as their post-purchase actions,
such as repurchase or word-of-mouth recommendations.
It's important to note that the Howard-Sheth model does not suggest a linear progression
through these components, as consumer behavior is dynamic and can involve multiple
iterations and feedback loops.
While there is no specific diagram associated with the Howard-Sheth model, a simplified
representation can be visualized as follows:
The arrows indicate the flow of influence between the components, with the psychological
processes mediating the impact of the input variables on the output variables. The feedback
loop indicates that output variables can also influence input variables and subsequent
decision-making processes.
The Howard-Sheth model provides a comprehensive framework for understanding
consumer behavior by considering the interplay between external influences, psychological
processes, and consumer responses. It recognizes the complexity of consumer
decisionmaking and highlights the importance of both marketing stimuli and psychological
factors in shaping consumer behavior.

Engel Blackwell - Miniard model classifies behaviour into 4 sections, viz, Input. Information
processing, Decision process and variable in Huening decision process. Explain in details.

The Engel-Kollat-Blackwell (EKB) model, also known as the Engel-Blackwell-Miniard (EBM)

model, is a comprehensive framework that describes the consumer decision-making
process. It classifies consumer behavior into four sections: Input, Information Processing,
Decision Process, and Variables in the Huening Decision Process. Let's delve into each
section in detail:

1. Input: The Input section of the EKB model represents the external factors that
influence consumer behavior. These factors include the consumer's sociocultural
environment, marketing efforts, and the consumer's previous experiences. The Input
section can be further divided into three components:
• Stimuli: This component includes marketing stimuli, such as advertising, personal
selling, packaging, price, and distribution. These stimuli are designed to capture the
attention of consumers and influence their decision-making process.
• Individual factors: Individual factors refer to the personal characteristics of the
consumer, including demographics (age, gender, income), psychographics
(personality, lifestyle), and socioeconomic status. These factors shape the consumer's
perception and interpretation of marketing stimuli.
• Environmental factors: Environmental factors encompass the sociocultural context in
which the consumer operates. This includes cultural norms, social class, reference
groups, family influence, and situational factors. Environmental factors shape the
consumer's attitudes, values, and beliefs, which in turn influence their
decisionmaking process.
•

2. Information Processing: The Information Processing section of the EKB model focuses
on how consumers acquire, process, and interpret information in the decisionmaking
process. It includes three key components:
• Exposure: Consumers are exposed to various stimuli through advertising, social
media, word-of-mouth, and other sources. Exposure determines which stimuli
consumers are aware of and pay attention to.
• Attention and Perception: Attention refers to the extent to which consumers allocate
their mental resources to process specific stimuli. Perception involves interpreting
and making sense of the stimuli based on previous experiences, attitudes, and
beliefs.
• Comprehension and Retention: Comprehension refers to how well consumers
understand the information they have been exposed to. Retention refers to the
ability to remember and recall information at a later stage when needed in the
decision-making process.

3. Decision Process: The Decision Process section of the EKB model describes the steps
consumers go through when making a purchase decision. It consists of five stages:

• Problem Recognition: Consumers recognize a need or desire that triggers the

decision-making process. This can occur due to internal stimuli (e.g., hunger) or
external stimuli (e.g., advertising).
• Information Search: Consumers gather information about available options to fulfill
their needs or desires. This can be done through internal sources (memory) or
external sources (internet research, asking friends).
• Evaluation of Alternatives: Consumers assess and compare different options based on
criteria such as price, quality, features, and personal preferences. This evaluation
process leads to the formation of preferences and attitudes towards specific
alternatives.
• Purchase Decision: Consumers make the final decision to purchase a particular
product or service based on their evaluation of the alternatives. Factors such as price,
availability, and personal preferences influence the purchase decision.
Post-Purchase Evaluation: After the purchase, consumers evaluate their satisfaction
with the chosen product or service. This evaluation can influence future purchasing
behavior, brand loyalty, and word-of-mouth communication.

4. Variables in the Huening Decision Process: The Variables in the Huening Decision
Process section of the EKB model represent the factors that influence the
decisionmaking process and outcomes. It includes three variables:
• Product: Product-related variables such as product attributes, brand reputation, and
perceived quality play a significant role in consumer decision-making.
 • Consumer: Consumer-related variables include individual characteristics, attitudes,
preferences, and motivations. These variables shape the consumer's decision-making
process and their responses to marketing stimuli.
• Decision: Decision-related variables encompass the decision-making context,
situational factors, and the specific characteristics of the decision itself. These
variables influence the consumer's choice and the outcome of the decision-making
process.
Overall, the EKB model provides a comprehensive framework for understanding the complex
process of consumer decision-making. It emphasizes the interplay between external
influences, information processing, and the decision-making process, while also considering
the specific variables that impact consumer behavior. The model assists marketers in
developing effective marketing strategies and understanding the factors that influence
consumers at each stage of the decision-making process.