Page 16 - DMGT506_CONSUMER_BEHAVIOUR

Unit 1: Introduction to Consumer Behaviour

1.9 Self Assessment Notes

Fill in the blanks:
1. You buy a chair for your office; you may be termed as a …………………… consumer.
2. Sam likes to buy t-shirts from 'The Tee Point Store' only; he is a ……………. of the store.

3. Sara bought an ice cream for Jason. In this case Sara is …………… and Jason is …………. .
4. In your family, your mother decides what groceries to buy; she assumes the role of a
………………….. .

5. MNS Machinery lays a great deal of emphasis on performance and features of their
machines. This relates to the ……………………… orientation.
6. ABC motors produce some highest quality cars with little or no customization. This is
often called as ……………….. .
7. CDC Soft Drinks Company ensures that only their drinks are available at every food joint.
This relates to the ……………….. orientation.
8. News Today magazine publishes its magazines in various regional languages. This relates
to the …………………… concept.
9. Victor realizes that his family needs a bigger car now and looks for options available in
the market. He is an ………………………. .
10. Vice President of ASD Garments rolled out different communication campaigns for north,
south, east and west zones. They have done a market ……………………. .
1.10 Review Questions

1. "It has become important for marketers to understand psyche of the consumer." Comment.
2. "Consumer decision making process is a interplay of various complex variable which are
not visible to the marketers." Substantiate.
3. There are different roles that a consumer plays while making a purchase decision. Explain
the process and the various roles that a consumer or household assumes.
4. “Production, product and selling concept do not take into account consumer's preferences”.
Do you agree? Give reasons.
5. “Consumer Behaviour relates to other disciplines also”. Explain with suitable examples.
6. Is it important to consider the behavior of consumers while deciding on the marketing
mix of the company? Why? Explain with suitable examples.
7. It is said that each consumer is unique, and any study that concentrates on the "average
consumer" is meaningless. Discuss its implications.
8. What is the thin line that differentiates between a customer and a consumer? Explain with
examples.
9. “Marketing myopia–a good or evil?” Discuss.
10. Consider the following companies: Coca Cola, Audi, General Motors, Sony Electronics
and Procter & Gamble. Find out which concept/concepts do they generally follow? Also
trace their history and find out the related changes.

LOVELY PROFESSIONAL UNIVERSITY 11