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Unit 5: Consumer Perception

9. "Risk perceptions are inherent in any purchase decision". Do you agree? Justify your Notes
answer with the help of suitable examples.
10. You are likely to face many risks while purchasing property. How can you overcome such
risks?

Answers: Self Assessment

1. differential 2. stimuli
3. exposure 4. blocking

5. motives 6. configuration
7. closure 8. halo effect
9. reference 10. plausible low

5.8 Further Readings

Books Batra, Satish K and Kazmi, S H H, Consumer Behaviour, Excel Books, New Delhi.
Hawkins, D.L & Best, Roger, Consumer Behaviour – Building Marketing Strategy,
McGraw Hill, Indian Edition, New Delhi.
Loudon, D.L & Delta Bitta, A.J, Consumer Behaviour, Tata McGraw Hill, New Delhi.

Online links http://www.ehow.com/about_6561090_consumer-perception-theory.html
http://www.atkinson.yorku.ca/~lripley/cbUpercept.htm
www.consumerpsychologist.com/cb_Perception.html

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