Consumer Behaviour — Winter 2020

Explain the concept of Trio of needs. How are they useful in understanding consumer motivation? Explain with examples.

As a marketer how will you use the principles of classical and instrumental conditioning for the development of your marketing strategies

Which are the various components of a consumer’s self-image? Explain in detail.

Explain the stages of the traditional Family life cycle with relevant examples of offering targeting each stage.

With relevant and adequate examples. explain how the Indian culture and specific subculture are having an impact on our consumption decision and choices.

Explain the Howard-Sheth model, citing a real / hypothetical purchase decision. You are expected to draw the detailed model and explain all the components of the decision making process.

Explain the theory of learning applicable to the purchase of a Car.

Why is it necessary for marketers to study social class of the consumers? How can social class be measured?

Citing examples, explain the applications of the understanding of consumer perception to marketing.

Explain segmentation, targeting and positioning

List and explain the important characteristics of the below personality theories :

Freudian theory ii) Neo Freudian theory iii) Trait theory

Explain Diffusion of Innovation in detail.

Explain concept of Neuromarketing.

Write a note on the factors influencing adoption of a new innovation.