Page 191 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 5. After Sales Service is becoming more important due to ....................... of products purchased
by consumers.
6. You are going to buy car for the first time. This will involve ....................... decision making.

7. The need for AC repair and tyre puncture repair are both……………….problems.
8. ………………problems like need for salt, mobile recharge, snacks etc. require immediate
action by the consumers.

9. Problem recognition is ……………….process.
10. You want to buy a digital camera and you are sure that you are not going to buy a Polaroid
or Kodak. These brands are a part of your………………set.

13.7 Review Questions

1. Discuss the steps involved in purchase decision of a LCD TV. Also mention a few
advertisements that influenced you.
2. Different stores have different ambience, different style, and different setup. Why do you
think it is so? Give examples of some famous retail outlets.
3. "A set consumer decision process is not an accurate portrayal of many purchase decisions".
Discuss.

4. How marketers can instigate problem recognition among consumers? Give examples.
5. Critically examine disrupt, capture and intercept strategies.
6. What role do playe marketers in post purchase evaluation? Support your answers with
relevant examples.
7. Discuss the non-marketing factors and marketing factors that lead to problem recognition.
Give suitable examples.

8. Analyse the importance of evoked set, inept set, and inert set from consumers' and
marketers' point of view.
9. Our nature of decision making differs when we buy a pen for our own use and when we
buy it for gifting to someone. Why does this happen when the product is the same?
10. Decision-making in purchase of a sedan (say, Honda City) involves extended decision
making. But is it an extended decision making for everyone? Explain your answer giving
suitable arguments.

Answers: Self Assessment

1. problem recognition 2. nominal
3. limited 4. evoked

5. post purchase evaluation 6. extended
7. unplanned 8. Routine
9. continuous 10. Inept

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