Page 83 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 5.5 Keywords

Cues: weak stimuli not capable alone of arousing consumers
Extrinsic Stimuli: activities to influence consumer behavior
Intrinsic Stimuli: product and its components like packaging, label, features etc.
Just Noticeable Difference: smallest detectable difference between two values of the same stimulus
Sensation: immediate and direct response to stimuli

5.6 Self Assessment

Fill in the blanks:
1. A premium wristwatch company reduced the price of a watch, which earlier sold for 2
lakhs by 200. It relates to………………………..threshold.

2. Brand name and logo of the company can also act as………………………….
3. You want to buy a new LCD; therefore, you look for LCD advertisements on TV. This is
selective………………………..

4. You don't like a particular actor so you change the channel when ad featuring him is aired.
This is perceptual …………………….
5. The selection of stimulus depends on an individual's past experiences and his …………..
6. Gestalt means pattern or…………………

7. People perceive even an incomplete but known symbol as complete. This relates to
the………………principle.
8. You bought a branded DVD player and were not satisfied with its performance so you
decide not to buy any product of that particular brand. This is called …………………..
9. ………………. prices serve as the basis for comparison of different brands' prices.
10. Maximum acceptable price is referred to as ……………………..price.

5.7 Review Questions

1. Explain Just Noticeable Difference in brief. Discuss three marketing situations where it
can be usefully used.
2. Mention two marketing situations where principles of grouping can be used with
advantage.
3. "Position you brand well to create a favorable brand image". Comment.
4. Create 4 ads for the same brand and make use of the closure principle.

5. Every day we look at so many things, we remember some, we ignore some and do not
even notice some. Why does this occur? Explain with examples.
6. Suppose you are going to buy a new motorbike. What are the dilemmas that you might be
facing while making the purchase decision?
7. Discuss the concept of perceptual selection.
8. State the difference between absolute threshold and differential threshold. Discuss the
implications of Weber's Law.

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