Types of Buying Situation

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{\phpg\posx1800\pvpg\posy723\absw3399\absh614 \f10 \fs18 \cf63 \f10 \fs18 \cf63
NPIEL
\par}{\phpg\posx1800\pvpg\posy723\absw3399\absh614 \sl-230 \f10 \fs18 \cf63 Cons
umer Behavior
\par}{\phpg\posx1800\pvpg\posy723\absw3399\absh614 \sl-229 \f10 \fs18 \cf63 Vino
d Gupta School of Management \par
}
{\phpg\posx5885\pvpg\posy2939\absw4881\absh1022 \b \f10 \fs36 \cf51 \fi2576 \b \
f10 \fs36 \cf51 Module - 4
\par}{\phpg\posx5885\pvpg\posy2939\absw4881\absh1022 \sl-689 \b \f10 \fs36 \cf51
CONSUMER BEHAVIOR \par
}
{\phpg\posx5633\pvpg\posy6800\absw5067\absh2453 \b \f10 \fs25 \cf5 \fi2488 \b \f
10 \fs25 \cf5 Sangeeta Sahney
\fi2083 {\cf0 Assistant}{\cf0 Professor, }
{\cf0 Vinod}{\cf0 Gupta}{\cf0 School}{\cf0 of}{\cf0 Management }
\fi825 {\cf0 Indian}{\cf0 Institute}{\cf0 of}{\cf0 Technology }
\fi2582 {\cf0 Kharagpur,}{\cf0 India }
\fi178 {\cf0 Email.}{\b0 {\ul s}{\ul a}{\ul h}{\ul n}{\ul e}{\ul y}{\ul @}{\ul
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}
3 Joint Initiative IITs and IISc - Funded by MHRD \par
}
3 - 1 - \par
}
\sect\sectd\pard\plain
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\cf63 NPIEL
umer Behavior
}
10 \fs28 \cf11 MODULE 4:
THE CONSUMER DECISION MAKING PROCESS \par
}
{\phpg\posx1881\pvpg\posy3385\absw9779\absh280 \b \f10 \fs25 \cf51 \b \f10 \fs25
\cf51 MODULE 4: THE CONSUMER DECISION MAKING PROCESS (2 Hours) \par
}
\cf5 4.1
\par}{\phpg\posx1800\pvpg\posy3865\absw393\absh2104 \sl-414 \b \f10 \fs21 \cf5 4
.2
.3
.4
.5
.6 \par
}
\cf5 Decision Making

Consumer Decision Making
Levels of Consumer Decision Making
Buying Roles
Consumer Decision Making Process
Implications for a Marketer \par
}
\cf51 Introduction: \par
}
Marketers need to understand the dynamics of the consumer decision mak
ing process.
\par}{\phpg\posx1800\pvpg\posy7971\absw9146\absh2474 \sl-413 \f20 \fs21 \cf0 Whi
le the process and the internal and external factors affecting decision making w
ould
\par}{\phpg\posx1800\pvpg\posy7971\absw9146\absh2474 \sl-413 \f20 \fs21 \cf0 var
y from person to person and within the same person from situation to
situation, the
\par}{\phpg\posx1800\pvpg\posy7971\absw9146\absh2474 \sl-414 \f20 \fs21 \cf0 stu
dy of consumer behavior attempts to draw certain generalizations. The major deci
sions
\par}{\phpg\posx1800\pvpg\posy7971\absw9146\absh2474 \sl-413 \f20 \fs21 \cf0 tak
en by a consumer relate to what he buys (products and services as a
lso the brands),
\par}{\phpg\posx1800\pvpg\posy7971\absw9146\absh2474 \sl-413 \f20 \fs21 \cf0 how
much he buys (quantity), where he buys (place), when he buys (time)
and how he
\par}{\phpg\posx1800\pvpg\posy7971\absw9146\absh2474 \sl-414 \f20 \fs21 \cf0 buy
s (payment terms). \par
}
}
3 - 2 - \par
}
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\cf63 NPIEL
umer Behavior
}
{\phpg\posx1772\pvpg\posy1955\absw10082\absh1246 \b \f10 \fs28 \cf11 \b \f10 \fs
28 \cf11 LESSON - 7 THE CONSUMER DECISION MAKING PROCESS I
1 \fi27 {\cf5 Instructional}{\cf5 Objectives }
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\cf0 4.1
.2
.3
\par}{\phpg\posx1800\pvpg\posy3487\absw393\absh1263 \sl-395 \b \f10 \fs19 \cf0 {
\fs21 4.4 }\par
}
\cf0 Decision Making
Consumer Decision Making
Levels of Consumer Decision Making
{\fs21 Buying}{\fs21 Roles }\par
}
10 \fs28 \cf51 4.1 DECISION MAKING:
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}
}
3 - 3 - \par
}
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2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
8 \cf63 NPIEL
\par}{\phpg\posx1799\pvpg\posy723\absw9196\absh9745 \sl-230 \f10 \fs18 \cf63 Con
sumer Behavior
\par}{\phpg\posx1799\pvpg\posy723\absw9196\absh9745 \sl-229 \f10 \fs18 \cf63 Vin
od Gupta School of Management
\par}{\phpg\posx1799\pvpg\posy723\absw9196\absh9745 \sl-351 \par\f10 \fs18 \cf63
\fi152 {\b \fs28 \cf51 4.2}{\b \fs28 \cf51
CONSUMER}{\b \fs28 \cf51 DECISIO
N}{\b \fs28 \cf51 MAKING: }
\fi720 {\f20 \fs21 \cf0 A}{\f20 \fs21 \cf0 consumer}{\f20 \fs21 \cf0 purcha
se}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 actually}{\f20 \fs21 \cf0 a}{\f20
\fs21 \cf0 response}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 a}{\f20 \fs21 \cf
0 problem.}{\f20 \fs21 \cf0 Consumer}{\f20 \fs21 \cf0 Decision }
\par}{\phpg\posx1799\pvpg\posy723\absw9196\absh9745 \sl-414 \f10 \fs18 \cf63 {\f
20 \fs21 \cf0 Making}{\f20 \fs21 \cf0 pertains}{\f20 \fs21 \cf0 to}{\f20 \fs21
\cf0 making}{\f20 \fs21 \cf0 decisions}{\f20 \fs21 \cf0 regarding}{\f20 \fs2
1 \cf0 product}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 service}{\f20 \fs21 \cf0
offerings.}{\f20 \fs21 \cf0 It}{\f20 \fs21 \cf0 may}{\f20 \fs21 \cf0 be }
20 \fs21 \cf0 defined}{\f20 \fs21 \cf0 as}{\f20 \fs21 \cf0 a}{\f20 \fs21 \cf0
process}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0 gathering}{\f20 \fs21 \cf0 and}
{\f20 \fs21 \cf0 processing}{\f20 \fs21 \cf0 information,}{\f20 \fs21 \cf0 ev
aluating}{\f20 \fs21 \cf0 it}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 selecting
}
20 \fs21 \cf0 the}{\f20 \fs21 \cf0 best}{\f20 \fs21 \cf0 possible}{\f20 \fs21
\cf0 option}{\f20 \fs21 \cf0 so}{\f20 \fs21 \cf0 as}{\f20 \fs21 \cf0 to}{\f2
0 \fs21 \cf0 solve}{\f20 \fs21 \cf0 a}{\f20 \fs21 \cf0 problem}{\f20 \fs21 \c
f0 or}{\f20 \fs21 \cf0 make}{\f20 \fs21 \cf0 a}{\f20 \fs21 \cf0 buying}{\f20
\fs21 \cf0 choice. }
20 \fs21 \cf0 Consumer}{\f20 \fs21 \cf0 Decision}{\f20 \fs21 \cf0 Making}{\f20

\fs21 \cf0 pertains}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf
0 following}{\f20 \fs21 \cf0 decisions: }
20 \fs21 \cf0 a)}{\f20 \fs21 \cf0 What}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 b
uy:}{\f20 \fs21 \cf0 Products}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 Services}
{\f20 \fs21 \cf0 (and}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 Brands?) }
20 \fs21 \cf0 b)}{\f20 \fs21 \cf0 How}{\f20 \fs21 \cf0 much}{\f20 \fs21 \cf0
to}{\f20 \fs21 \cf0 buy:}{\f20 \fs21 \cf0 Quantity }
20 \fs21 \cf0 c)}{\f20 \fs21 \cf0 Where}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0
buy:}{\f20 \fs21 \cf0 Place }
20 \fs21 \cf0 d)}{\f20 \fs21 \cf0 When}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 b
uy:}{\f20 \fs21 \cf0 Time }
20 \fs21 \cf0 e)}{\f20 \fs21 \cf0 How}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 bu
y:}{\f20 \fs21 \cf0 Payment}{\f20 \fs21 \cf0 terms. }
20 \fs21 \cf0 All}{\f20 \fs21 \cf0 purchase}{\f20 \fs21 \cf0 decisions}{\f20 \
fs21 \cf0 are}{\f20 \fs21 \cf0 not}{\f20 \fs21 \cf0 similar.}{\f20 \fs21 \cf0
The}{\f20 \fs21 \cf0 effort}{\f20 \fs21 \cf0 put}{\f20 \fs21 \cf0 into}{\f2
0 \fs21 \cf0 each}{\f20 \fs21 \cf0 decision}{\f20 \fs21 \cf0 making}{\f20 \fs
21 \cf0 is }
20 \fs21 \cf0 different. }
\fi152 {\b \fs28 \cf51 4.3}{\b \fs28 \cf51
LEVELS}{\b \fs28 \cf51 OF}{\b \f
s28 \cf51 DECISION}{\b \fs28 \cf51 MAKING: }
{\f20 \fs21 \cf0 While}{\f20 \fs21 \cf0 decision}{\f20 \fs21 \cf0 making}{\f2
0 \fs21 \cf0 is}{\f20 \fs21 \cf0 defined}{\f20 \fs21 \cf0 as}{\f20 \fs21 \cf0
the}{\f20 \fs21 \cf0 selection}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0 an}{\f2
0 \fs21 \cf0 alternative}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 solve}{\f20 \fs
21 \cf0 a}{\f20 \fs21 \cf0 problem,}{\f20 \fs21 \cf0 the }
20 \fs21 \cf0 time}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 effort}{\f20 \fs21 \c
f0 required}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 complete}{\f20 \fs21 \cf0 t
he}{\f20 \fs21 \cf0 process}{\f20 \fs21 \cf0 varies}{\f20 \fs21 \cf0 across}{
\f20 \fs21 \cf0 buying}{\f20 \fs21 \cf0 situations.}{\f20 \fs21 \cf0 We}{\f20
\fs21 \cf0 may }
20 \fs21 \cf0 define}{\f20 \fs21 \cf0 three}{\f20 \fs21 \cf0 kinds}{\f20 \fs21
\cf0 problem}{\f20 \fs21 \cf0 solving}{\f20 \fs21 \cf0 spread}{\f20 \fs21 \c
f0 over}{\f20 \fs21 \cf0 a}{\f20 \fs21 \cf0 continuum;}{\f20 \fs21 \cf0 thes
e}{\f20 \fs21 \cf0 are}{\f20 \fs21 \cf0 referred}{\f20 \fs21 \cf0 to}{\f20 \f
s21 \cf0 as}{\f20 \fs21 \cf0 the }
20 \fs21 \cf0 levels}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0 consumer}{\f20 \fs21
\cf0 decision}{\f20 \fs21 \cf0 making; }
s21 \cf0 (i)}{\f20 \fs21 \cf0 Extensive}{\f20 \fs21 \cf0 problem}{\f20 \fs21 \
cf0 solving}{\f20 \fs21 \cf0 (EPS) }
s21 \cf0 (ii)}{\f20 \fs21 \cf0 Limited}{\f20 \fs21 \cf0 problem}{\f20 \fs21 \c
f0 solving}{\f20 \fs21 \cf0 (LPS) }
s21 \cf0 (iii)}{\f20 \fs21 \cf0
Routinized}{\f20 \fs21 \cf0
problem}{\f20
\fs21 \cf0
solving}{\f20 \fs21 \cf0
(RPS)}{\f20 \fs21 \cf0
or}{\f20 \fs
21 \cf0
routinized}{\f20 \fs21 \cf0
response}{\f20 \fs21 \cf0
behavior.
}{\f20 \fs21 \cf0
These}{\f20 \fs21 \cf0
are }
\par}{\phpg\posx1799\pvpg\posy723\absw9196\absh9745 \sl-412 \f10 \fs18 \cf63 \fi
360 {\f20 \fs21 \cf0 explained}{\f20 \fs21 \cf0 as}{\f20 \fs21 \cf0 follows:
}\par
}
1 \cf3 a) {\ul E}{\ul x}{\ul t}{\ul e}{\ul n}{\ul s}{\ul i}{\ul v}{\ul e}{\ul }
{\ul p}{\ul r}{\ul o}{\ul b}{\ul l}{\ul e}{\ul m}{\ul }{\ul s}{\ul o}{\ul l}{\u
l v}{\ul i}{\ul n}{\ul g}{\ul }{\ul (}{\ul E}{\ul P}{\ul S}{\ul )}:{\b0 \f20 \c
f0 In}{\b0 \f20 \cf0 EPS,}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 consumer}{\b
0 \f20 \cf0 is}{\b0 \f20 \cf0 unfamiliar}{\b0 \f20 \cf0 with}{\b0 \f20 \cf
0 the }
{\b0 \f20 \cf0 product/service}{\b0 \f20 \cf0 category;}{\b0 \f20 \cf0 he}{\b
0 \f20 \cf0 is}{\b0 \f20 \cf0 not}{\b0 \f20 \cf0 informed}{\b0 \f20 \cf0 of}
{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 product}{\b0 \f20 \cf0 or}{\b0 \f20 \cf0 s
ervice}{\b0 \f20 \cf0 offering,}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0 thus, }
{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 situation}{\b0 \f20 \cf0 requires}{\b0 \f20
\cf0 extensive}{\b0 \f20 \cf0 information}{\b0 \f20 \cf0 search}{\b0 \f20 \c
f0 and}{\b0 \f20 \cf0 evaluation. }
\fi720 {\b0 \f20 \cf0 The}{\b0 \f20 \cf0 consumer}{\b0 \f20 \cf0 is}{\b0 \f20
\cf0 not}{\b0 \f20 \cf0 aware: }\par
}
}
3 - 4 - \par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080318026403012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
8 \cf63 NPIEL
sumer Behavior
{\f20 \fs21 \cf0 -}{\f20 \fs21 \cf0 about}{\f20 \fs21 \cf0 the}{\f20 \fs21
\cf0 various}{\f20 \fs21 \cf0 decision}{\f20 \fs21 \cf0 criteria}{\f20 \fs
21 \cf0 used}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 evaluate}{\f20 \fs21 \cf
0 the}{\f20 \fs21 \cf0 product}{\f20 \fs21 \cf0 or}{\f20 \fs21 \cf0 serv
ice}{\f20 \fs21 \cf0 offering. }
20 \fs21 \cf0 -}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 var
ious}{\f20 \fs21 \cf0 brands}{\f20 \fs21 \cf0 that}{\f20 \fs21 \cf0 are}{\f20
\fs21 \cf0 available}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 from}{\f20 \fs21
\cf0 which}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 evaluate. }
720 {\f20 \fs21 \cf0 The}{\f20 \fs21 \cf0 result}{\f20 \fs21 \cf0 is}{\f20 \
fs21 \cf0 that}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 purchase}{\f20 \fs21
\cf0 process}{\f20 \fs21 \cf0 involves}{\f20 \fs21 \cf0 significant}{\f20
\fs21 \cf0 effort}{\f20 \fs21 \cf0 on}{\f20 \fs21 \cf0 part}{\f20 \fs21 \c
f0 of}{\f20 \fs21 \cf0 the }
20 \fs21 \cf0 consumer.}{\f20 \fs21 \cf0 He}{\f20 \fs21 \cf0 has}{\f20 \fs21
\cf0 to}{\f20 \fs21 \cf0 gather}{\f20 \fs21 \cf0 knowledge}{\f20 \fs21 \c
f0 about}{\f20 \fs21 \cf0 (i)}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 deci
sion}{\f20 \fs21 \cf0 criteria;}{\f20 \fs21 \cf0 (ii)}{\f20 \fs21 \cf0 the
}{\f20 \fs21 \cf0 brands }
20 \fs21 \cf0 available;}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 (iii)}{\f20 \fs
21 \cf0 make}{\f20 \fs21 \cf0 a}{\f20 \fs21 \cf0 choice}{\f20 \fs21 \cf0 amo
ngst}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 brands. }
20 \fs21 \cf0 The}{\f20 \fs21 \cf0 types}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0
products}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 /}{\f20 \fs21 \cf0 situations
}{\f20 \fs21 \cf0 where}{\f20 \fs21 \cf0 we}{\f20 \fs21 \cf0 generally}{\f20
\fs21 \cf0 have}{\f20 \fs21 \cf0 EPS: }
360 {\f20 \fs21 \cf0 1.}{\f20 \fs21 \cf0
These}{\f20 \fs21 \cf0 goods}{\f20
\fs21 \cf0 are}{\f20 \fs21 \cf0 ones}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0 hi
gh}{\f20 \fs21 \cf0 involvement;}{\f20 \fs21 \cf0 they}{\f20 \fs21 \cf0 are}{
\f20 \fs21 \cf0 expensive;}{\f20 \fs21 \cf0 they}{\f20 \fs21 \cf0 are }
720 {\f20 \fs21 \cf0 infrequently}{\f20 \fs21 \cf0 bought;}{\f20 \fs21 \cf0 th
ere}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 considerable}{\f20 \fs21 \cf0 amount
}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0 risk}{\f20 \fs21 \cf0 involved. }
360 {\f20 \fs21 \cf0 2.}{\f20 \fs21 \cf0
These}{\f20 \fs21 \cf0 are}{\f20 \f
s21 \cf0 generally}{\f20 \fs21 \cf0 first}{\f20 \fs21 \cf0 time}{\f20 \fs21 \
cf0 purchases }
\par}{\phpg\posx1799\pvpg\posy723\absw9155\absh4466 \sl-415 \f10 \fs18 \cf63 {\b

\fs21 \cf3 Examples:}{\f20 \fs21 \cf0 Jewellery,}{\f20 \fs21 \cf0 electronic}
{\f20 \fs21 \cf0 goods,}{\f20 \fs21 \cf0 Real}{\f20 \fs21 \cf0 estate}{\f20 \
fs21 \cf0 and}{\f20 \fs21 \cf0 property}{\f20 \fs21 \cf0 etc. }\par
}
\cf3 b) {\ul L}{\ul i}{\ul m}{\ul i}{\ul t}{\ul e}{\ul d} {\ul }{\ul p}{\ul r
}{\ul o}{\ul b}{\ul l}{\ul e}{\ul m} {\ul }{\ul s}{\ul o}{\ul l}{\ul v}{\ul i}{
\ul n}{\ul g} {\ul }{\ul (}{\ul L}{\ul P}{\ul S}{\ul )}{\fs19 :}{\b0 \f20 \cf0
The}{\b0 \f20 \cf0 consumer}{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 familiar}{\
b0 \f20 \cf0 of}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 product}{\b0 \f20 \cf0
or }
{\b0 \f20 \cf0 service}{\b0 \f20 \cf0 offering;}{\b0 \f20 \cf0 but}{\b0 \f20 \
cf0 he}{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 unaware}{\b0 \f20 \cf0 of}{\b0 \f20
\cf0 the}{\b0 \f20 \cf0 various}{\b0 \f20 \cf0 brands.}{\b0 \f20 \cf0 The}{\
b0 \f20 \cf0 case}{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 one}{\b0 \f20 \cf0 where}
{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 buyer }
{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 familiar}{\b0 \f20 \cf0 wit}{\b0 \f20 \cf0 t
he}{\b0 \f20 \cf0 product}{\b0 \f20 \cf0 category}{\b0 \f20 \cf0 but}{\b0 \f2
0 \cf0 unfamiliar}{\b0 \f20 \cf0 with}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 bran
ds. }
{\b0 \f20 \cf0 The}{\b0 \f20 \cf0 consumer: }
{\b0 \f20 \cf0 -}{\b0\i \f20 \cf0 is}{\b0\i \f20 \cf0 aware}{\b0 \f20 \cf0 of
}{\b0 \f20 \cf0 some}{\b0 \f20 \cf0 brands}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0
also}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 various}{\b0 \f20 \
cf0 criteria}{\b0 \f20 \cf0 used}{\b0 \f20 \cf0 to}{\b0 \f20 \cf0 evaluate}{
\b0 \f20 \cf0 the}{\b0 \f20 \cf0 product}{\b0 \f20 \cf0 or }
{\b0 \f20 \cf0 service}{\b0 \f20 \cf0 offering. }
{\b0 \f20 \cf0 -}{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 unaware}{\b0 \f20 \cf0 of}{
\b0 \f20 \cf0 the}{\b0 \f20 \cf0 new}{\b0 \f20 \cf0 brands}{\b0 \f20 \cf0 th
at}{\b0 \f20 \cf0 have}{\b0 \f20 \cf0 been}{\b0 \f20 \cf0 introduced. }
{\b0 \f20 \cf0 -}{\b0 \f20 \cf0 has}{\b0 \f20 \cf0 not}{\b0 \f20 \cf0 eval
uated}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 brands}{\b0 \f20 \cf0 amongst}{\b0
\f20 \cf0 the}{\b0 \f20 \cf0 awareness}{\b0 \f20 \cf0 set}{\b0 \f20 \cf0
and}{\b0 \f20 \cf0 has}{\b0 \f20 \cf0 not}{\b0 \f20 \cf0 established }
{\b0 \f20 \cf0 preferences}{\b0 \f20 \cf0 amongst}{\b0 \f20 \cf0 the}{\b0 \f20
\cf0 group}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 brands. }
\fi720 {\b0 \f20 \cf0 The}{\b0 \f20 \cf0 result}{\b0 \f20 \cf0 is}{\b0 \f20
\cf0 that}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 purchase}{\b0 \f20 \cf0 proc
ess}{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 more}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0
a}{\b0 \f20 \cf0 recurring}{\b0 \f20 \cf0 purchase}{\b0 \f20 \cf0 and}{
\b0 \f20 \cf0 it }
{\b0 \f20 \cf0 involves}{\b0 \f20 \cf0 only}{\b0 \f20 \cf0 a}{\b0 \f20 \cf0 m
oderate}{\b0 \f20 \cf0 effort}{\b0 \f20 \cf0 on}{\b0 \f20 \cf0 part}{\b0 \f20
\cf0 of}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 consumer.}{\b0 \f20 \cf0 He}{\b0
\f20 \cf0 has}{\b0 \f20 \cf0 to}{\b0 \f20 \cf0 gather}{\b0 \f20 \cf0 knowled
ge}{\b0 \f20 \cf0 to }
{\b0 \f20 \cf0 add/modify}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 existing}{\b0 \f20
\cf0 knowledge}{\b0 \f20 \cf0 that}{\b0 \f20 \cf0 he}{\b0 \f20 \cf0 has}{\b
0 \f20 \cf0 in}{\b0 \f20 \cf0 his}{\b0 \f20 \cf0 memory.}{\b0 \f20 \cf0 Ther
eafter}{\b0 \f20 \cf0 he}{\b0 \f20 \cf0 has}{\b0 \f20 \cf0 to}{\b0 \f20 \cf0
make }
{\b0 \f20 \cf0 a}{\b0 \f20 \cf0 decision. }
{\b0 \f20 \cf0 The}{\b0 \f20 \cf0 types}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 prod
ucts}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0 /}{\b0 \f20 \cf0 situations}{\b0 \f20
\cf0 where}{\b0 \f20 \cf0 we}{\b0 \f20 \cf0 generally}{\b0 \f20 \cf0 have}{\
b0 \f20 \cf0 LPS: }
\fi360 {\b0 \f20 \cf0 1.}{\b0 \f20 \cf0
These}{\b0 \f20 \cf0 goods}{\b0 \f20
\cf0 are}{\b0 \f20 \cf0 ones}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 low}{\b0 \f20
\cf0 involvement;}{\b0 \f20 \cf0 they}{\b0 \f20 \cf0 are}{\b0 \f20 \cf0 gen
erally}{\b0 \f20 \cf0 moderately}{\b0 \f20 \cf0 priced; }
\fi720 {\b0 \f20 \cf0 they}{\b0 \f20 \cf0 are}{\b0 \f20 \cf0 frequently}{\b0 \
f20 \cf0 bought;}{\b0 \f20 \cf0 there}{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 lesse
r}{\b0 \f20 \cf0 amount}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 risk}{\b0 \f20 \cf0
involved. }
\fi360 {\b0 \f20 \cf0 2.}{\b0 \f20 \cf0
These}{\b0 \f20 \cf0 are}{\b0 \f20 \
cf0 generally}{\b0 \f20 \cf0 recurring}{\b0 \f20 \cf0 purchases. }
Exceptions:
{\b0 \f20 \cf0 They}{\b0 \f20 \cf0 may}{\b0 \f20 \cf0 also}{\b0 \f20 \cf0 be}
{\b0 \f20 \cf0 cases}{\b0 \f20 \cf0 where}{\b0 \f20 \cf0 an}{\b0 \f20 \cf0 e
xpensive}{\b0 \f20 \cf0 product}{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 being}{\b0 \
f20 \cf0 repurchased. }
Examples:{\b0 \f20 \cf0 A}{\b0 \f20 \cf0 laptop}{\b0 \f20 \cf0 replacing}{\b0
\f20 \cf0 a}{\b0 \f20 \cf0 desktop,}{\b0 \f20 \cf0 a}{\b0 \f20 \cf0 second}
{\b0 \f20 \cf0 TV}{\b0 \f20 \cf0 for}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 home.
}\par
}
}
3 - 5 - \par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080318026403012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
8 \cf63 NPIEL
sumer Behavior
{\b \fs21 \cf3 c)}{\b \fs21 \cf3 {\ul R}{\ul o}{\ul u}{\ul t}{\ul i}{\ul n}{\u
l i}{\ul z}{\ul e}{\ul d}}{\b \fs21 \cf3 {\ul }{\ul p}{\ul r}{\ul o}{\ul b}{\ul
l}{\ul e}{\ul m}}{\b \fs21 \cf3 {\ul }{\ul s}{\ul o}{\ul l}{\ul v}{\ul i}{\ul
n}{\ul g}}{\b \fs21 \cf3 {\ul }{\ul (}{\ul R}{\ul P}{\ul S}{\ul )}}{\b \fs21 \c
f3 {\ul }{\ul o}{\ul r}}{\b \fs21 \cf3 {\ul }{\ul r}{\ul o}{\ul u}{\ul t}{\ul
i}{\ul n}{\ul i}{\ul z}{\ul e}{\ul d}}{\b \fs21 \cf3 {\ul }{\ul r}{\ul e}{\ul s
}{\ul p}{\ul o}{\ul n}{\ul s}{\ul e}}{\b \fs21 \cf3 {\ul }{\ul b}{\ul e}{\ul h}
{\ul a}{\ul v}{\ul i}{\ul o}{\ul r}:}{\f20 \fs21 \cf0 The }
20 \fs21 \cf0 consumer}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 well}{\f20 \fs21
\cf0 informed}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 experienced}{\f20 \fs
21 \cf0 with}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 product}{\f20 \fs21 \cf
0 or}{\f20 \fs21 \cf0 service}{\f20 \fs21 \cf0 offering.}{\f20 \fs21 \cf0
The }
20 \fs21 \cf0 consumer}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 aware}{\f20 \fs21
\cf0 of}{\f20 \fs21 \cf0 both}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 decision
}{\f20 \fs21 \cf0 criteria}{\f20 \fs21 \cf0 as}{\f20 \fs21 \cf0 well}{\f20 \f
s21 \cf0 as}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 various}{\f20 \fs21 \cf0 b
rands}{\f20 \fs21 \cf0 available. }
720 {\f20 \fs21 \cf0 Here,}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 goods}{\f20
\fs21 \cf0 are}{\f20 \fs21 \cf0 ones}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0
low}{\f20 \fs21 \cf0 involvement;}{\f20 \fs21 \cf0 they}{\f20 \fs21 \cf0
are}{\f20 \fs21 \cf0 inexpensive;}{\f20 \fs21 \cf0 they}{\f20 \fs21 \cf0
are }
20 \fs21 \cf0 frequently}{\f20 \fs21 \cf0 bought;}{\f20 \fs21 \cf0 there}{\f20
\fs21 \cf0 is}{\f20 \fs21 \cf0 no}{\f20 \fs21 \cf0 risk}{\f20 \fs21 \cf0 in
volved.}{\f20 \fs21 \cf0 These}{\f20 \fs21 \cf0 are}{\f20 \fs21 \cf0 routine}
{\f20 \fs21 \cf0 purchases}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 are}{\f20 \f
s21 \cf0 a}{\f20 \fs21 \cf0 direct }
20 \fs21 \cf0 repetition,}{\f20 \fs21 \cf0 where}{\f20 \fs21 \cf0 the}{\f20 \f
s21 \cf0 consumer}{\f20 \fs21 \cf0 may}{\f20 \fs21 \cf0 be}{\f20 \fs21 \cf0
brand}{\f20 \fs21 \cf0 loyal. }
720 {\f20 \fs21 \cf0 The}{\f20 \fs21 \cf0 result}{\f20 \fs21 \cf0 is}{\f20 \fs
21 \cf0 that}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 purchase}{\f20 \fs21 \cf0
process}{\f20 \fs21 \cf0 involves}{\f20 \fs21 \cf0 no}{\f20 \fs21 \cf0 effor
t}{\f20 \fs21 \cf0 on}{\f20 \fs21 \cf0 part}{\f20 \fs21 \cf0 of}{\f20 \fs21 \
cf0 the}{\f20 \fs21 \cf0 consumer. }
20 \fs21 \cf0 It}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 simple}{\f20 \fs21 \cf0
and}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 process}{\f20 \fs21 \cf0 is}{\f20
\fs21 \cf0 completed}{\f20 \fs21 \cf0 quickly;}{\f20 \fs21 \cf0 purchases}{\f
20 \fs21 \cf0 are}{\f20 \fs21 \cf0 routine}{\f20 \fs21 \cf0 and}{\f20 \fs21 \
cf0 made}{\f20 \fs21 \cf0 out}{\f20 \fs21 \cf0 of }
20 \fs21 \cf0 habit. }
20 \fs21 \cf0 The}{\f20 \fs21 \cf0 types}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0
products}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 /}{\f20 \fs21 \cf0 situations
}{\f20 \fs21 \cf0 where}{\f20 \fs21 \cf0 we}{\f20 \fs21 \cf0 generally}{\f20
\fs21 \cf0 have}{\f20 \fs21 \cf0 RPS: }
360 {\f20 \fs21 \cf0 1.}{\f20 \fs21 \cf0
These}{\f20 \fs21 \cf0 goods}{\f20
\fs21 \cf0 are}{\f20 \fs21 \cf0 ones}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0 lo
w}{\f20 \fs21 \cf0 involvement;}{\f20 \fs21 \cf0 they}{\f20 \fs21 \cf0 are}{\
f20 \fs21 \cf0 inexpensive;}{\f20 \fs21 \cf0 they}{\f20 \fs21 \cf0 are }
720 {\f20 \fs21 \cf0 frequently}{\f20 \fs21 \cf0 bought;}{\f20 \fs21 \cf0 ther
e}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 no}{\f20 \fs21 \cf0 risk}{\f20 \fs21 \
cf0 involved. }
360 {\f20 \fs21 \cf0 2.}{\f20 \fs21 \cf0
These}{\f20 \fs21 \cf0 are}{\f20 \f
s21 \cf0 routine}{\f20 \fs21 \cf0 purchases}{\f20 \fs21 \cf0 and}{\f20 \fs21
\cf0 the}{\f20 \fs21 \cf0 consumer}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 bran
d}{\f20 \fs21 \cf0 loyal. }
\fs21 \cf3 Examples:}{\f20 \fs21 \cf0 Staples,}{\f20 \fs21 \cf0 Cold}{\f20 \f
s21 \cf0 drinks,}{\f20 \fs21 \cf0 Stationery}{\f20 \fs21 \cf0 etc. }\par
}
}
3 - 6 - \par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080318026403012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
8 \cf63 NPIEL
sumer Behavior
\fi975 {\b \fs25 \cf0 Table}{\b \fs25 \cf0 1:}{\b \fs25 \cf0 Comparisons}{\b
\fs25 \cf0 between}{\b \fs25 \cf0 EPS,}{\b \fs25 \cf0 LPS}{\b \fs25 \cf0 and
}{\b \fs25 \cf0 RPS }\par
}
{\phpg\posx1800\pvpg\posy2831\absw2282\absh5042 \b \f10 \fs19 \cf0 \fi359 \b \f1
0 \fs19 \cf0 1. Complexity
\fi719 of decision
\fi719 making
\fi360 2. Time taken
\fi719 to make
\fi719 decisions
\fi360 3. Information
\fi719 gathering
\fi360 4. Information
\fi719 sources
5. Awareness and
knowledge of:
a) Decision criteria
b) Alternative
brands available
cf0 6. Evaluative criteria
cf0 7 Brands
considered
8. Cognitive
dissonance \par
}
{\phpg\posx4880\pvpg\posy2452\absw585\absh580 \b \f10 \fs19 \cf5 \fi20 \b \f10 \
fs19 \cf5 EPS
\par}{\phpg\posx4880\pvpg\posy2452\absw585\absh580 \sl-394 \b \f10 \fs19 \cf5 {\
b0 \f20 \fs21 \cf0 High }\par
}
\fs19 \cf5 LPS
b0 \f20 \fs21 \cf0 Medium }\par
}
{\phpg\posx9238\pvpg\posy2452\absw582\absh580 \b \f10 \fs19 \cf5 \b \f10 \fs19 \
cf5 RPS
b0 \f20 \fs21 \cf0 Low }\par
}
{\phpg\posx4880\pvpg\posy3590\absw555\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 Hi
gh \par
}
{\phpg\posx6676\pvpg\posy3590\absw1274\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 L
ow to High \par
}
{\phpg\posx9243\pvpg\posy3590\absw513\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 Lo
w \par
}
{\phpg\posx4839\pvpg\posy4348\absw639\absh1399 \f20 \fs21 \cf0 \fi93 \f20 \fs21
\cf0 Yes
Many
\fi134 No
\par}{\phpg\posx4839\pvpg\posy4348\absw639\absh1399 \sl-276 \f20 \fs21 \cf0 \fi1
34 No \par
}
1 \cf0 Yes
\fi299 Few
\fi319 Yes
\par}{\phpg\posx6783\pvpg\posy4348\absw1127\absh1399 \sl-276 \f20 \fs21 \cf0 Som
ewhat \par
}
1 \cf0 No
Few or none

\fi413 Yes
413 Yes \par
}
Complex
\fi159 Many
\fi200 High \par
}
Moderate
\fi254 Few
\fi234 Rare \par
}
Simple (if at all)
\fi187 One (Repeat
324 purchase)
530 None \par
}
\cf0 Table 2: Comparisons between EPS, LPS and RPS \par
}
\cf0 1. Consumer
Involvement
2. Problem
recognition
3. Information
search \par
}
9 \cf0 4. Evaluation of
alternatives
5. Purchase
\par}{\phpg\posx1799\pvpg\posy11670\absw1922\absh1359 \sl-253 \par\b \f10 \fs19
\cf0 6. Post purchase
processes \par
}
\cf0 7. Types of goods \par
}
0 \fs19 \cf0 EPS

\fi709 {\b0 High }
cf0 {\b0 Actual}{\b0 state}{\b0 type}{\b0 to }
\fi268 {\b0 Desired}{\b0 State }
\fi459 {\b0 Extensive }
cf0 \fi354 {\b0 Internal}{\b0 and }
\fi128 {\b0 external}{\b0 sources }
\fi502 {\b0 Complex }
cf0 \fi201 {\b0 Gradual}{\b0 after}{\b0 a }
\fi85 {\b0 cognitive}{\b0 process }
\fi477 {\b0 Cognitive }
{\b0 dissonance}{\b0 is}{\b0 high. }
\fi214 {\b0 Brand}{\b0 loyalty}{\b0 if }
\fi531 {\b0 satisfied }
\fi158 {\b0 Specialty}{\b0 goods }\par
}
0 \fs19 \cf0 LPS
\fi544 {\b0 Medium }
cf0 {\b0 Actual}{\b0 state}{\b0 type}{\b0 to }
\fi268 {\b0 Desired}{\b0 State }
\fi580 {\b0 Limited }
cf0 \fi226 {\b0 Mostly}{\b0 internal }
\fi549 {\b0 sources }
\fi472 {\b0 Moderate }
cf0 \fi219 {\b0 Not}{\b0 so}{\b0 gradual }
cf0 \fi477 {\b0 Cognitive }
\fi61 {\b0 dissonance}{\b0 would }
\fi586 {\b0 be}{\b0 rare }
cf0 \fi641 {\b0 Mixed }\par
}
0 \fs19 \cf0 RPS
\fi667 {\b0 Low }

cf0 \fi55 {\b0 Actual}{\b0 state}{\b0 type }
cf0 \fi422 {\b0 Minimum }
\fi250 {\b0 Restricted}{\b0 to }
\fi91 {\b0 internal}{\b0 sources }
\fi636 {\b0 only. }
\fi111 {\b0 Simple}{\b0 (if}{\b0 at}{\b0 all) }
cf0 \fi354 {\b0 Immediate }
cf0 \fi202 {\b0 Brand}{\b0 loyalty. }
{\b0 Repeat}{\b0 purchase. }\par
}
Convenience \par
}
}
3 - 7 - \par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080318026403012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
}}\par}{\phpg\posx1772\pvpg\posy723\absw9370\absh4061 \f10 \fs18 \cf63 \fi27 \f1
0 \fs18 \cf63 NPIEL
27 Consumer Behavior
27 Vinod Gupta School of Management
{\b \fs28 \cf51 4.4}{\b \fs28 \cf51
BUYING}{\b \fs28 \cf51 ROLES: }
\fi27 {\f20 \fs21 \cf0 Consumer}{\f20 \fs21 \cf0 decision}{\f20 \fs21 \cf0 ma
king}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 a}{\f20 \fs21 \cf0 complex}{\f20 \f
s21 \cf0 process.}{\f20 \fs21 \cf0 It}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 a
n}{\f20 \fs21 \cf0 interplay}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0 reactions}{
\f20 \fs21 \cf0 amongst}{\f20 \fs21 \cf0 a }
27 {\f20 \fs21 \cf0 consumer}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 his}{\f20
\fs21 \cf0 cognition,}{\f20 \fs21 \cf0 affect}{\f20 \fs21 \cf0 and}{\f20
\fs21 \cf0 behavior}{\f20 \fs21 \cf0 on}{\f20 \fs21 \cf0 the}{\f20 \fs21 \
cf0 one}{\f20 \fs21 \cf0 hand,}{\f20 \fs21 \cf0 as}{\f20 \fs21 \cf0 well
}{\f20 \fs21 \cf0 as}{\f20 \fs21 \cf0 the }
27 {\f20 \fs21 \cf0 environmental}{\f20 \fs21 \cf0 forces}{\f20 \fs21 \cf0 on}
{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 other}{\f20 \fs21 \cf0 hand. }
747 {\f20 \fs21 \cf0 The}{\f20 \fs21 \cf0 actual}{\f20 \fs21 \cf0 transaction/
}{\f20 \fs21 \cf0 exchange}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 preceded}{\f
20 \fs21 \cf0 by}{\f20 \fs21 \cf0 considerable}{\f20 \fs21 \cf0 amount}{\f20
\fs21 \cf0 of}{\f20 \fs21 \cf0 thought }
27 {\f20 \fs21 \cf0 processes}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 influenc
es.}{\f20 \fs21 \cf0 This}{\f20 \fs21 \cf0 could}{\f20 \fs21 \cf0 be}{\f20
\fs21 \cf0 explained}{\f20 \fs21 \cf0 in}{\f20 \fs21 \cf0 terms}{\f20 \fs
21 \cf0 of}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 five}{\f20 \fs21 \cf0 "
}{\i \f20 \fs21 \cf0 Buying}{\i \f20 \fs21 \cf0 Roles}{\f20 \fs21 \cf0 " }
27 {\f20 \fs21 \cf0 viz.,}{\f20 \fs21 \cf0 Initiator,}{\f20 \fs21 \cf0 Influ
encer,}{\f20 \fs21 \cf0 Decider,}{\f20 \fs21 \cf0 Buyer}{\f20 \fs21 \cf0 a
nd,}{\f20 \fs21 \cf0 User.}{\f20 \fs21 \cf0 The}{\f20 \fs21 \cf0 marketer}
{\f20 \fs21 \cf0 needs}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 understand }
27 {\f20 \fs21 \cf0 these}{\f20 \fs21 \cf0 roles}{\f20 \fs21 \cf0 so}{\f20 \fs
21 \cf0 as}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 be}{\f20 \fs21 \cf0 able}{\f
20 \fs21 \cf0 to}{\f20 \fs21 \cf0 frame}{\f20 \fs21 \cf0 suitable}{\f20 \fs21
\cf0 strategies}{\f20 \fs21 \cf0 to}{\f20 \fs21 \cf0 target}{\f20 \fs21 \cf0
them. }\par
}
1 \cf11 a) Initiator:{\b0 \f20 \cf0 The}{\b0 \f20 \cf0 person}{\b0 \f20 \cf0
who}{\b0 \f20 \cf0 identifies}{\b0 \f20 \cf0 a}{\b0 \f20 \cf0 need}{\b0
\f20 \cf0 and}{\b0 \f20 \cf0 first}{\b0 \f20 \cf0 suggests}{\b0 \f20 \cf0
the}{\b0 \f20 \cf0 idea}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 buying}{\b0 \f
20 \cf0 a }
{\b0 \f20 \cf0 particular}{\b0 \f20 \cf0 product}{\b0 \f20 \cf0 or}{\b0 \f20
\cf0 service. }

b) Influencer:{\b0 \f20 \cf0 The}{\b0 \f20 \cf0 person(s)}{\b0 \f20 \cf0 who
}{\b0 \f20 \cf0 influences}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 buyer}{\b0 \f20
\cf0 in}{\b0 \f20 \cf0 making}{\b0 \f20 \cf0 his}{\b0 \f20 \cf0 final}{\b0 \
f20 \cf0 choice}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 the }
{\b0 \f20 \cf0 product. }
c) Decider:{\b0 \f20 \cf0 The}{\b0 \f20 \cf0 person}{\b0 \f20 \cf0 who}{\
b0 \f20 \cf0 decides}{\b0 \f20 \cf0 on}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0
final}{\b0 \f20 \cf0 choice:}{\b0 \f20 \cf0 what}{\b0 \f20 \cf0 is}{\b0 \
f20 \cf0 to}{\b0 \f20 \cf0 be}{\b0 \f20 \cf0 bought,}{\b0 \f20 \cf0 when
, }
{\b0 \f20 \cf0 from}{\b0 \f20 \cf0 where}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0 h
ow. }
d) Buyer:{\b0 \f20 \cf0 The}{\b0 \f20 \cf0 person}{\b0 \f20 \cf0 who}{\b0
\f20 \cf0 enters}{\b0 \f20 \cf0 into}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0
final}{\b0 \f20 \cf0 transaction}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0 exchang
e}{\b0 \f20 \cf0 process}{\b0 \f20 \cf0 or}{\b0 \f20 \cf0 is }
{\b0 \f20 \cf0 involved}{\b0 \f20 \cf0 in}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0
physical}{\b0 \f20 \cf0 activity}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 making}{\b0
\f20 \cf0 a}{\b0 \f20 \cf0 purchase. }
e) User:{\b0 \f20 \cf0 The}{\b0 \f20 \cf0 person(s)}{\b0 \f20 \cf0 who}{\b0
\f20 \cf0 actually}{\b0 \f20 \cf0 consumes}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0
product}{\b0 \f20 \cf0 or}{\b0 \f20 \cf0 service}{\b0 \f20 \cf0 offering. }\
par
}
\cf0 The various buying roles can be illustrated through examples:
\f10 \cf5 {\ul E}{\ul x}{\ul a}{\ul m}{\ul p}{\ul l}{\ul e}{\ul :}}{\b \f10 \cf5
{\ul }{\ul 1} }
\par}{\phpg\posx1800\pvpg\posy9873\absw6944\absh984 \sl-411 \f20 \fs21 \cf0 A ki
ndergarten girl needs to buy color crayons to use in class. \par
}
i)
\par}{\phpg\posx1800\pvpg\posy11115\absw353\absh1729 \sl-413 \f20 \fs21 \cf0 ii)
\par}{\phpg\posx1800\pvpg\posy11115\absw353\absh1729 \sl-414 \f20 \fs21 \cf0 iii
)
\par}{\phpg\posx1800\pvpg\posy11115\absw353\absh1729 \sl-413 \f20 \fs21 \cf0 iv)
\par}{\phpg\posx1800\pvpg\posy11115\absw353\absh1729 \sl-414 \f20 \fs21 \cf0 v)
\par
}
Initiator: The girl
\par}{\phpg\posx2519\pvpg\posy11115\absw4228\absh1729 \sl-413 \f20 \fs21 \cf0 In
fluencer: Her teacher or her classmates
\par}{\phpg\posx2519\pvpg\posy11115\absw4228\absh1729 \sl-414 \f20 \fs21 \cf0 De
cider: Either of the parents
\par}{\phpg\posx2519\pvpg\posy11115\absw4228\absh1729 \sl-413 \f20 \fs21 \cf0 Bu
yer: Either of the parents or a sibling.
\par}{\phpg\posx2519\pvpg\posy11115\absw4228\absh1729 \sl-414 \f20 \fs21 \cf0 Us
er: The girl herself. \par
}
}
3 - 8 - \par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080318026403012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
8 \cf63 NPIEL
sumer Behavior
{\b \fs21 \cf5 {\ul E}{\ul x}{\ul a}{\ul m}{\ul p}{\ul l}{\ul e}}{\b \fs21 \cf5
{\ul }{\ul 2}{\ul :} }
20 \fs21 \cf0 The}{\f20 \fs21 \cf0 mother}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0
the}{\f20 \fs21 \cf0 house}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 a}{\f20 \fs
21 \cf0 housewife;}{\f20 \fs21 \cf0 she}{\f20 \fs21 \cf0 loves}{\f20 \fs21 \c
f0 watching}{\f20 \fs21 \cf0 TV}{\f20 \fs21 \cf0 when}{\f20 \fs21 \cf0 her}{
\f20 \fs21 \cf0 husband}{\f20 \fs21 \cf0 and }
20 \fs21 \cf0 children}{\f20 \fs21 \cf0 go}{\f20 \fs21 \cf0 for}{\f20 \fs21 \c
f0 work.}{\f20 \fs21 \cf0 She}{\f20 \fs21 \cf0 has}{\f20 \fs21 \cf0 been}{\f
20 \fs21 \cf0 complaining}{\f20 \fs21 \cf0 that}{\f20 \fs21 \cf0 the}{\f20 \f
s21 \cf0 present}{\f20 \fs21 \cf0 TV}{\f20 \fs21 \cf0 set}{\f20 \fs21 \cf0 a
t}{\f20 \fs21 \cf0 home}{\f20 \fs21 \cf0 has}{\f20 \fs21 \cf0 been }
20 \fs21 \cf0 giving}{\f20 \fs21 \cf0 problem.}{\f20 \fs21 \cf0 She}{\f20 \fs2
1 \cf0 also}{\f20 \fs21 \cf0 says}{\f20 \fs21 \cf0 that}{\f20 \fs21 \cf0 the
}{\f20 \fs21 \cf0 model}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 now}{\f20 \fs21
\cf0 an}{\f20 \fs21 \cf0 old}{\f20 \fs21 \cf0 one}{\f20 \fs21 \cf0 and}{\f20
\fs21 \cf0 that}{\f20 \fs21 \cf0 that}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0
family }
20 \fs21 \cf0 should}{\f20 \fs21 \cf0 own}{\f20 \fs21 \cf0 a}{\f20 \fs21 \cf0
new}{\f20 \fs21 \cf0 model. }\par
}
{\phpg\posx1800\pvpg\posy3762\absw353\absh1729 \f20 \fs21 \cf0 \f20 \fs21 \cf0 i
)
\par}{\phpg\posx1800\pvpg\posy3762\absw353\absh1729 \sl-413 \f20 \fs21 \cf0 iii)
\par}{\phpg\posx1800\pvpg\posy3762\absw353\absh1729 \sl-413 \f20 \fs21 \cf0 v) \
par
}
Initiator: The lady
\par}{\phpg\posx2519\pvpg\posy3762\absw5849\absh1729 \sl-414 \f20 \fs21 \cf0 Inf
luencer: Her neighbors and friends.
\par}{\phpg\posx2519\pvpg\posy3762\absw5849\absh1729 \sl-413 \f20 \fs21 \cf0 Dec
ider: Joint: Her husband, she herself and the children.
\par}{\phpg\posx2519\pvpg\posy3762\absw5849\absh1729 \sl-414 \f20 \fs21 \cf0 Buy
er: Husband or son or daughter or she herself.
\par}{\phpg\posx2519\pvpg\posy3762\absw5849\absh1729 \sl-413 \f20 \fs21 \cf0 Use
r: The family. \par
}
\cf5 {\ul E}{\ul x}{\ul a}{\ul m}{\ul p}{\ul l}{\ul e}{\ul }{\ul 3}{\ul :}
\par}{\phpg\posx1800\pvpg\posy6245\absw6389\absh612 \sl-411 \b \f10 \fs21 \cf5 {
\b0 \f20 \cf0 A}{\b0 \f20 \cf0 boy}{\b0 \f20 \cf0 enters}{\b0 \f20 \cf0 colle
ge}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0 needs}{\b0 \f20 \cf0 a}{\b0 \f20 \cf0 l
aptop}{\b0 \f20 \cf0 for}{\b0 \f20 \cf0 doing}{\b0 \f20 \cf0 assignments. }\p
ar
}
{\phpg\posx1800\pvpg\posy7074\absw353\absh1728 \f20 \fs21 \cf0 \f20 \fs21 \cf0 i
)
\par}{\phpg\posx1800\pvpg\posy7074\absw353\absh1728 \sl-412 \f20 \fs21 \cf0 iii)
\par}{\phpg\posx1800\pvpg\posy7074\absw353\absh1728 \sl-413 \f20 \fs21 \cf0 v) \
par
}
Initiator: The boy himself
\par}{\phpg\posx2519\pvpg\posy7074\absw4261\absh2257 \sl-413 \f20 \fs21 \cf0 Inf
luencer: His friends and classmates.
\par}{\phpg\posx2519\pvpg\posy7074\absw4261\absh2257 \sl-412 \f20 \fs21 \cf0 Dec
ider: The boy himself.
\par}{\phpg\posx2519\pvpg\posy7074\absw4261\absh2257 \sl-413 \f20 \fs21 \cf0 Buy
er: The boy himself.

\par}{\phpg\posx2519\pvpg\posy7074\absw4261\absh2257 \sl-413 \f20 \fs21 \cf0 Use
r: The boy himself.
3282 {\b \f10 \fs28 \cf106 Note: }\par
}
- These five roles may be performed by one person or many persons.
\par}{\phpg\posx1800\pvpg\posy9971\absw8310\absh1729 \sl-413 \f20 \fs21 \cf0 - A
person may perform more than one role.
\par}{\phpg\posx1800\pvpg\posy9971\absw8310\absh1729 \sl-414 \f20 \fs21 \cf0 - T
he role(s) that one assumes for a particular product purchase and in a particula
r
\par}{\phpg\posx1800\pvpg\posy9971\absw8310\absh1729 \sl-414 \f20 \fs21 \cf0 pur
chase situation may differ to another product purchase and in another purchase
\par}{\phpg\posx1800\pvpg\posy9971\absw8310\absh1729 \sl-413 \f20 \fs21 \cf0 sit
uation. \par
}
\cf0 It is even more noteworthy that:
{\b0 \f20 As}{\b0 \f20 far}{\b0 \f20 as}{\b0 \f20 Buyer}{\b0 \f20 Behavior}{
\b0 \f20 is}{\b0 \f20 concerned,}{\b0 \f20 the}{\f20 buyers}{\b0 \f20 role}
{\b0 \f20 is}{\b0 \f20 the}{\b0 \f20 most}{\b0 \f20 important;}{\b0 \f20 it
}{\b0 \f20 is}{\b0 \f20 he}{\b0 \f20 who }
{\b0 \f20 enters}{\b0 \f20 into}{\b0 \f20 a}{\b0 \f20 transaction}{\b0 \f20
and}{\b0 \f20 final}{\b0 \f20 exchange. }\par
}
{\phpg\posx2160\pvpg\posy13697\absw110\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 \par
}
actual and final decision is always made at the time of transaction by the buyer
.
\par}{\phpg\posx2520\pvpg\posy13697\absw8294\absh611 \sl-413 \f20 \fs21 \cf0 - t
he decider may make a choice, but the exchange is entered into by the buyer \par
}
}
3 - 9 - \par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080318026403012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
\cf63 NPIEL
umer Behavior
}
28 \cf106 REFERENCES FOR FURTHER READING:
cf106 \fi207 {\b0 \f20 \fs21 \cf0 1.}{\b0 \f20 \fs21 \cf0
Kotler}{\b0 \f20 \f
s21 \cf0 P.,}{\b0 \f20 \fs21 \cf0 and}{\b0 \f20 \fs21 \cf0 Keller}{\b0 \f2
0 \fs21 \cf0 K.L.,}{\b0 \f20 \fs21 \cf0 Marketing}{\b0 \f20 \fs21 \cf0 Man
agement,}{\b0 \f20 \fs21 \cf0 Thirteenth}{\b0 \f20 \fs21 \cf0 edition, }
6 \fi567 {\b0 \f20 \fs21 \cf0 Pearson. }\par
}
{\phpg\posx9900\pvpg\posy2865\absw663\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 20
09, \par
}
2. Loudon, D.L. and Bitta A.J. Della, Consumer Behavior, Fourth Editi
on, 2002,
360 Tata McGraw-Hill, New Delhi.
\par}{\phpg\posx2160\pvpg\posy3693\absw8645\absh2474 \sl-413 \f20 \fs21 \cf0 3.
Peter, P.J. and Olson, J.C., Consumer Behavior and Marketing Strategy, Seventh
360 Edition, 2005, McGraw-Hill Higher Education.
Schiffman, L.G. and Kanuk, L.L., Consumer Behavior, Eight Edition, 20
04,
360 Prentice Hall, India.
\par}{\phpg\posx2160\pvpg\posy3693\absw8645\absh2474 \sl-413 \f20 \fs21 \cf0 5.{
\cf32
Wells}{\cf32 W.D.}{\cf32 and}{\cf32 Prensky,}{\cf32 D.,}{\cf32 Con
sumer}{\cf32 Behavior,}{\cf32 1996,}{\cf32 John}{\cf32 Wiley}{\cf32 &}{\cf3
2 sons,}{\cf32 Inc. }\par
}
10 \fs28 \cf52 FAQS (FREQUENTLY ASKED QUESTIONS):
cf52 {\fs21 \cf106 Ques}{\fs21 \cf106 1}{\fs21 \cf106
What}{\fs21 \cf1
06 are}{\fs21 \cf106 the}{\fs21 \cf106 various}{\fs21 \cf106 buying}{\fs21 \
cf106 roles.}{\fs21 \cf106 Explain}{\fs21 \cf106 using}{\fs21 \cf106 an}{\fs
21 \cf106 example. }
{\fs21 \cf0 Ans}{\fs21 \cf0 1}{\b0 \fs21 \cf0 Example: }
\fi360 {\b0 \f20 \fs21 \cf0 A}{\b0 \f20 \fs21 \cf0 kindergarten}{\b0 \f20 \fs2
1 \cf0 girl}{\b0 \f20 \fs21 \cf0 needs}{\b0 \f20 \fs21 \cf0 to}{\b0 \f20 \fs2
1 \cf0 buy}{\b0 \f20 \fs21 \cf0 color}{\b0 \f20 \fs21 \cf0 crayons}{\b0 \f20
\fs21 \cf0 to}{\b0 \f20 \fs21 \cf0 use}{\b0 \f20 \fs21 \cf0 in}{\b0 \f20 \fs2
1 \cf0 class. }\par
}
i)
Initiator: The girl
\par}{\phpg\posx2160\pvpg\posy9489\absw3439\absh1356 \sl-413 \f20 \fs21 \cf0 cla
ssmates
\par}{\phpg\posx2160\pvpg\posy9489\absw3439\absh1356 \sl-413 \f20 \fs21 \cf0 iii
) Decider: Either of the parents
\par}{\phpg\posx2160\pvpg\posy9489\absw3439\absh1356 \sl-414 \f20 \fs21 \cf0 v)
User: The girl herself. \par
}
{\phpg\posx6120\pvpg\posy9489\absw274\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 ii
) \par
}
{\phpg\posx6840\pvpg\posy9489\absw3057\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 I
nfluencer: Her teacher or her \par
}
iv) Buyer: Either of the parents or a sibling. \par
}
1 \cf106 Ques 2 \par
}
21 \cf106 Define Consumer Decision Making \par
}
1 \cf0 Ans 2{\b0 \f20 Decision}{\b0 \f20 making}{\b0 \f20 is}{\b0 \f20 the}
{\b0 \f20 process}{\b0 \f20 of}{\b0 \f20 choosing}{\b0 \f20 between}{\b0 \f2
0 two}{\b0 \f20 or}{\b0 \f20 more}{\b0 \f20 alternatives; }
\fi360 {\b0 \f20 Consumer}{\b0 \f20 decision}{\b0 \f20 making}{\b0 \f20 may}
{\b0 \f20 be}{\b0 \f20 defined}{\b0 \f20 as}{\b0 \f20 a}{\b0 \f20 process}{
\b0 \f20 of}{\b0 \f20 gathering}{\b0 \f20 and}{\b0 \f20 processing }
\fi360 {\b0 \f20 information,}{\b0 \f20 evaluating}{\b0 \f20 it}{\b0 \f20
and}{\b0 \f20 selecting}{\b0 \f20 the}{\b0 \f20 best}{\b0 \f20 possible
}{\b0 \f20 option}{\b0 \f20 so}{\b0 \f20 as}{\b0 \f20 to}{\b0 \f20 sol
ve}{\b0 \f20 a }
\fi360 {\b0 \f20 problem}{\b0 \f20 or}{\b0 \f20 make}{\b0 \f20 a}{\b0 \f20
buying}{\b0 \f20 choice. }
\fi360 {\b0 \f20 -}{\b0 \f20 Consumer}{\b0 \f20 Decision}{\b0 \f20 Making
}{\b0 \f20 pertains}{\b0 \f20 to}{\b0 \f20 making}{\b0 \f20 decisions}{\
b0 \f20 regarding}{\b0 \f20 product}{\b0 \f20 and }

\fi360 {\b0 \f20 service}{\b0 \f20 offerings. }\par
}
}
- 10 - \par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080318026403012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
8 \cf63 NPIEL
sumer Behavior
{\b \fs21 \cf106 Ques}{\b \fs21 \cf106 3}{\b \fs21 \cf106 Compare}{\b \fs21
\cf106 and}{\b \fs21 \cf106 contrast}{\b \fs21 \cf106 the}{\b \fs21 \cf10
6 various}{\b \fs21 \cf106 levels}{\b \fs21 \cf106 of}{\b \fs21 \cf106 C
onsumer}{\b \fs21 \cf106 Decision }
\fs21 \cf106 Making. }

\fs21 \cf0 Ans}{\b \fs21 \cf0 3}{\b \fs21 \cf0 Various}{\b \fs21 \cf0 levels
}{\b \fs21 \cf0 of}{\b \fs21 \cf0 Consumer}{\b \fs21 \cf0 Decision}{\b \fs21
\cf0 Making }\par
}
21 \cf106 EPS:
6 {\b0 \f20 \cf0 -}{\b0 \f20 \cf0 The}{\b0 \f20 \cf0 consumer}{\b0 \f20 \cf0
is}{\b0 \f20 \cf0 not}{\b0 \f20 \cf0 informed}{\b0 \f20 \cf0 of}{\b0 \f20 \cf
0 the}{\b0 \f20 \cf0 product}{\b0 \f20 \cf0 or}{\b0 \f20 \cf0 service}{\b0 \
f20 \cf0 offering. }
is}{\b0 \f20 \cf0 not}{\b0 \f20 \cf0 aware}{\b0 \f20 \cf0 about}{\b0 \f20 \cf
0 the}{\b0 \f20 \cf0 various}{\b0 \f20 \cf0 decision}{\b0 \f20 \cf0 criteria
}{\b0 \f20 \cf0 used}{\b0 \f20 \cf0 to}{\b0 \f20 \cf0 evaluate}{\b0 \f20 \cf0
the }
6 {\b0 \f20 \cf0 product}{\b0 \f20 \cf0 or}{\b0 \f20 \cf0 service}{\b0 \f20
\cf0 offering,}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0 he}{\b0 \f20 \cf0 is}{\
b0 \f20 \cf0 also}{\b0 \f20 \cf0 not}{\b0 \f20 \cf0 aware}{\b0 \f20 \cf0
of}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 various}{\b0 \f20 \cf0 brands}{\b0 \
f20 \cf0 that}{\b0 \f20 \cf0 are }
6 {\b0 \f20 \cf0 available}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0 from}{\b0 \f20 \c
f0 which}{\b0 \f20 \cf0 to}{\b0 \f20 \cf0 evaluate. }
6 {\b0 \f20 \cf0 Result: }
6 {\b0 \f20 \cf0 -}{\b0 \f20 \cf0
The}{\b0 \f20 \cf0
purchase}{\b0 \f20 \c
f0
process}{\b0 \f20 \cf0
involves}{\b0 \f20 \cf0
significant}{\b0 \f20
\cf0
effort}{\b0 \f20 \cf0
on}{\b0 \f20 \cf0
part}{\b0 \f20 \cf0
of
}{\b0 \f20 \cf0
the}{\b0 \f20 \cf0
consumer. }
6 {\b0 \f20 \cf0 Examples: }
6 {\b0 \f20 \cf0 Jewellery,}{\b0 \f20 \cf0 electronic}{\b0 \f20 \cf0 goods,}{\
b0 \f20 \cf0 Real}{\b0 \f20 \cf0 estate}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0 pr
operty}{\b0 \f20 \cf0 etc. }
6 \fi68 LPS:
is}{\b0 \f20 \cf0 familiar}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 the}{\b0 \f20 \cf
0 product}{\b0 \f20 \cf0 or}{\b0 \f20 \cf0 service}{\b0 \f20 \cf0 offering;}
{\b0 \f20 \cf0 but}{\b0 \f20 \cf0 he}{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 unawar
e}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 the }
6 {\b0 \f20 \cf0 various}{\b0 \f20 \cf0 brands. }
is}{\b0 \f20 \cf0 aware}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 some}{\b0 \f20
\cf0 brands}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0 also}{\b0 \f20 \cf0 of}{\
b0 \f20 \cf0 the}{\b0 \f20 \cf0 various}{\b0 \f20 \cf0 criteria}{\b0 \f20
\cf0 used}{\b0 \f20 \cf0 to }
6 {\b0 \f20 \cf0 evaluate}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 product}{\b0 \f2
0 \cf0 or}{\b0 \f20 \cf0 service}{\b0 \f20 \cf0 offering;}{\b0 \f20 \cf0
he}{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 unaware}{\b0 \f20 \cf0 of}{\b0 \f20 \
cf0 the}{\b0 \f20 \cf0 new}{\b0 \f20 \cf0 brands}{\b0 \f20 \cf0 that}{\b
0 \f20 \cf0 have }
6 {\b0 \f20 \cf0 been}{\b0 \f20 \cf0 introduced. }
6 {\b0 \f20 \cf0 -}{\b0 \f20 \cf0 He}{\b0 \f20 \cf0 has}{\b0 \f20 \cf0 not}{\
b0 \f20 \cf0 evaluated}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 brands}{\b0 \f20 \cf
0 amongst}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 awareness}{\b0 \f20 \cf0 set}{\b
0 \f20 \cf0 and}{\b0 \f20 \cf0 has}{\b0 \f20 \cf0 not}{\b0 \f20 \cf0 establi
shed }
6 {\b0 \f20 \cf0 preferences}{\b0 \f20 \cf0 amongst}{\b0 \f20 \cf0 the}{\b0 \f
20 \cf0 group}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 brands. }
6 {\b0 \f20 \cf0 Result: }
6 {\b0 \f20 \cf0 -}{\b0 \f20 \cf0 The}{\b0 \f20 \cf0 purchase}{\b0 \f20 \cf0
process}{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 more}{\b0 \f20 \cf0 of}{\b0 \f
20 \cf0 a}{\b0 \f20 \cf0 recurring}{\b0 \f20 \cf0 purchase}{\b0 \f20 \cf0
and}{\b0 \f20 \cf0 it}{\b0 \f20 \cf0 involves}{\b0 \f20 \cf0 only}{\b0 \
f20 \cf0 a }
6 {\b0 \f20 \cf0 moderate}{\b0 \f20 \cf0 effort}{\b0 \f20 \cf0 on}{\b0 \f20 \c
f0 part}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 consumer. }
6 {\b0 \f20 \cf0 Examples: }
6 {\b0 \f20 \cf0 A}{\b0 \f20 \cf0 laptop}{\b0 \f20 \cf0 replacing}{\b0 \f20 \c
f0 a}{\b0 \f20 \cf0 desktop }\par
}
}
- 11 - \par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080318026403012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
8 \cf63 NPIEL
sumer Behavior
\fi360 {\b \fs19 \cf106 RPS: }
360 {\f20 \fs21 \cf0 -}{\f20 \fs21 \cf0
The}{\f20 \fs21 \cf0 consumer}{\f
20 \fs21 \cf0 is}{\f20 \fs21 \cf0 well}{\f20 \fs21 \cf0 informed}{\f20 \fs
21 \cf0 and}{\f20 \fs21 \cf0 experienced}{\f20 \fs21 \cf0 with}{\f20 \fs21
\cf0 the}{\f20 \fs21 \cf0 product}{\f20 \fs21 \cf0 or}{\f20 \fs21 \cf0
service }
360 {\f20 \fs21 \cf0 offering. }
360 {\f20 \fs21 \cf0 -}{\f20 \fs21 \cf0 The}{\f20 \fs21 \cf0 consumer}{\f20
\fs21 \cf0 is}{\f20 \fs21 \cf0 aware}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0
both}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 decision}{\f20 \fs21 \cf0 cri
teria}{\f20 \fs21 \cf0 as}{\f20 \fs21 \cf0 well}{\f20 \fs21 \cf0 as}{\f20
\fs21 \cf0 the}{\f20 \fs21 \cf0 various}{\f20 \fs21 \cf0 brands }
360 {\f20 \fs21 \cf0 available. }
360 {\f20 \fs21 \cf0 Result: }
360 {\f20 \fs21 \cf0 -}{\f20 \fs21 \cf0
The}{\f20 \fs21 \cf0
purchase}{\
f20 \fs21 \cf0
process}{\f20 \fs21 \cf0
involves}{\f20 \fs21 \cf0
no
}{\f20 \fs21 \cf0
effort}{\f20 \fs21 \cf0
on}{\f20 \fs21 \cf0
part}{
\f20 \fs21 \cf0
of}{\f20 \fs21 \cf0
the}{\f20 \fs21 \cf0
consumer. }
360 {\f20 \fs21 \cf0 -}{\f20 \fs21 \cf0 It}{\f20 \fs21 \cf0 is}{\f20 \fs21 \
cf0 simple}{\f20 \fs21 \cf0 and}{\f20 \fs21 \cf0 the}{\f20 \fs21 \cf0 pr
ocess}{\f20 \fs21 \cf0 is}{\f20 \fs21 \cf0 completed}{\f20 \fs21 \cf0 quic
kly;}{\f20 \fs21 \cf0 purchases}{\f20 \fs21 \cf0 made}{\f20 \fs21 \cf0 out
}{\f20 \fs21 \cf0 of}{\f20 \fs21 \cf0 habit. }\par
}
{\phpg\posx2160\pvpg\posy4970\absw1135\absh611 \f20 \fs21 \cf0 \f20 \fs21 \cf0 T
hese
\par}{\phpg\posx2160\pvpg\posy4970\absw1135\absh611 \sl-414 \f20 \fs21 \cf0 Exam
ples: \par
}
{\phpg\posx4642\pvpg\posy4970\absw359\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 ar
e \par
}
{\phpg\posx6845\pvpg\posy4970\absw795\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 ro
utine \par
}
{\phpg\posx9433\pvpg\posy4970\absw1065\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 p
urchases. \par
}
{\phpg\posx2160\pvpg\posy5798\absw3645\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 S
taples, Cold drinks, Stationery etc. \par
}
}
- 12 - \par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080318026403012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
8 \cf63 NPIEL
sumer Behavior
\fi3014 {\b \fs21 \cf5 EPS }\par
}

\cf0 Consumer
Involvement
cf0 Complexity of
decision making
cf0 Time taken to
make decisions
cf0 Information
gathering
cf0 Information
sources
cf0 Awareness and
knowledge of:
a) Decision
criteria
b) Alternative
brands available
cf0 Evaluative
criteria
cf0 Brands
considered
Cognitive
dissonance \par
}
gh \par
}
\fs21 \cf5 LPS
b0 \f20 \cf0 Medium }\par
}
cf5 RPS
\par}{\phpg\posx9205\pvpg\posy1692\absw582\absh612 \sl-411 \b \f10 \fs21 \cf5 \f
i25 {\b0 \f20 \cf0 Low }\par
}
gh \par
}
{\phpg\posx6844\pvpg\posy2934\absw934\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 Me
dium \par
}
w \par
}
gh \par
}
{\phpg\posx6636\pvpg\posy3762\absw1274\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 L
ow to High \par
}
w \par
}
{\phpg\posx4867\pvpg\posy4590\absw445\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 Ye
s \par
}
s \par
}
{\phpg\posx9304\pvpg\posy4590\absw368\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 No
\par
}
{\phpg\posx4773\pvpg\posy5418\absw639\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 Ma
ny \par
}
{\phpg\posx7043\pvpg\posy5418\absw479\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 Fe
w \par
}
{\phpg\posx8850\pvpg\posy5418\absw1259\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 F
ew or none \par
}
{\phpg\posx4908\pvpg\posy6246\absw368\absh487 \f20 \fs21 \cf0 \f20 \fs21 \cf0 No
\par}{\phpg\posx4908\pvpg\posy6246\absw368\absh487 \sl-275 \f20 \fs21 \cf0 No \p
ar
}
\cf0 Yes
\par}{\phpg\posx6744\pvpg\posy6246\absw1127\absh487 \sl-275 \f20 \fs21 \cf0 Some
what \par
}
s
\par}{\phpg\posx9264\pvpg\posy6246\absw445\absh487 \sl-275 \f20 \fs21 \cf0 Yes \
par
}
{\phpg\posx4614\pvpg\posy8177\absw1007\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 C
omplex \par
}
{\phpg\posx6790\pvpg\posy8177\absw1063\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 M
oderate \par
}
{\phpg\posx8660\pvpg\posy8177\absw1680\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 S
imple (if at all) \par
}
{\phpg\posx4773\pvpg\posy9005\absw639\absh735 \f20 \fs21 \cf0 \f20 \fs21 \cf0 Ma
ny
\par}{\phpg\posx4773\pvpg\posy9005\absw639\absh735 \sl-276 \par\f20 \fs21 \cf0 \

fi40 High \par
}
{\phpg\posx7023\pvpg\posy9005\absw538\absh735 \f20 \fs21 \cf0 \f20 \fs21 \cf0 Fe
w
\par}{\phpg\posx7023\pvpg\posy9005\absw538\absh735 \sl-276 \par\f20 \fs21 \cf0 R
are \par
}
{\phpg\posx8847\pvpg\posy9005\absw1275\absh735 \f20 \fs21 \cf0 \f20 \fs21 \cf0 O
ne (Repeat
37 purchase)
43 None \par
}
}
- 13 - \par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080318026403012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
}}\par}{\phpg\posx1772\pvpg\posy723\absw6057\absh1826 \f10 \fs18 \cf63 \fi27 \f1
0 \fs18 \cf63 NPIEL

27 Consumer Behavior
27 Vinod Gupta School of Management
{\b \fs28 \cf52 SELF}{\b \fs28 \cf52 EVALUATION}{\b \fs28 \cf52 TESTS/QUIZZES
: }
\fi27 {\b \fs21 \cf105 Section}{\b \fs21 \cf105 A}{\b \fs21 \cf105
True/f
alse: }\par
}
cf0 1. \par
}
cf0 2.
\par}{\phpg\posx2160\pvpg\posy3728\absw228\absh611 \sl-413 \b \f20 \fs21 \cf0 3.
\par
}
With respect to marketing, programmed decisions are related to infreque
nt
\par}{\phpg\posx2685\pvpg\posy2900\absw8230\absh1356 \sl-414 \f20 \fs21 \cf0 pur
chases or specialty goods and emergency goods.
\par}{\phpg\posx2685\pvpg\posy2900\absw8230\absh1356 \sl-413 \f20 \fs21 \cf0 In
case of LPS brand loyalty is high.
\par}{\phpg\posx2685\pvpg\posy2900\absw8230\absh1356 \sl-413 \f20 \fs21 \cf0 As
far as Buyer Behavior is concerned, the users' role is the most important. \par
}
1 \cf105 Section B \par
}
1 \cf105 Fill up the blanks: \par
}
0 \fs21 \cf0 1.{\b0
Brand}{\b0 loyalty}{\b0 is}{\b0 indicative}{\b0 of}{\
b0 ____________________}{\b0 decision}{\b0 making. }
\fi360 2.{\b0
In}{\b0 case}{\b0 of}{\b0 _______________}{\b0 problem}{\b0
solving,}{\b0 the}{\b0 consumer}{\b0 is}{\b0 aware}{\b0 of}{\b0 both}{\b
0 the }
\fi720 {\b0 decision}{\b0 criteria}{\b0 as}{\b0 well}{\b0 as}{\b0 the}{\b0
various}{\b0 brands}{\b0 available. }
{\f10 \cf105 Section}{\f10 \cf105 C}{\f10 \cf105
Multiple}{\f10 \cf105 ch
oice}{\f10 \cf105 questions: }
{\f10 \cf3 1.}{\f10 \cf3 Which}{\f10 \cf3 of}{\f10 \cf3 the}{\f10 \cf3 follo
wing}{\f10 \cf3 statements}{\f10 \cf3 about}{\f10 \cf3 RPS}{\f10 \cf3 is}{\f
10 \cf3 true: }
{\b0 a)}{\b0 Complexity}{\b0 of}{\b0 decision}{\b0 making}{\b0 is}{\b0 low
. }
{\b0 b)}{\b0 Sources}{\b0 of}{\b0 information}{\b0 are}{\b0 both}{\b0 inte
rnal}{\b0 and}{\b0 external. }
{\b0 c)}{\b0 These}{\b0 are}{\b0 specialty}{\b0 goods. }

{\b0 d)}{\b0 The}{\b0 consumer}{\b0 has}{\b0 not}{\b0 narrowed}{\b0 down}{
\b0 the}{\b0 priorities}{\b0 amongst}{\b0 brands. }\par
}
\cf3 2. Which of the following statements is true :
{\b0 \f20 \cf0 In}{\b0 \f20 \cf0 LPS, }
{\b0 \f20 \cf0 a)}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 consumer}{\b0 \f20 \cf0 i
s}{\b0 \f20 \cf0 aware}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 some}{\b0 \f20 \cf0
brands}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0 also}{\b0 \f20 \cf0 of}{\b0 \f20 \cf
0 the}{\b0 \f20 \cf0 various}{\b0 \f20 \cf0 criteria}{\b0 \f20 \cf0 used}{\b
0 \f20 \cf0 to}{\b0 \f20 \cf0 evaluate }
{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 product}{\b0 \f20 \cf0 or}{\b0 \f20 \cf0 se
rvice}{\b0 \f20 \cf0 offering. }
{\b0 \f20 \cf0 b)}{\b0 \f20 \cf0 is}{\b0 \f20 \cf0 unaware}{\b0 \f20 \cf0 of}
{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 new}{\b0 \f20 \cf0 brands}{\b0 \f20 \cf0 t
hat}{\b0 \f20 \cf0 have}{\b0 \f20 \cf0 been}{\b0 \f20 \cf0 introduced. }
{\b0 \f20 \cf0 c)}{\b0 \f20 \cf0 has}{\b0 \f20 \cf0 not}{\b0 \f20 \cf0 eva
luated}{\b0 \f20 \cf0 the}{\b0 \f20 \cf0 brands}{\b0 \f20 \cf0 amongst}{\b
0 \f20 \cf0 the}{\b0 \f20 \cf0 awareness}{\b0 \f20 \cf0 set}{\b0 \f20 \cf0
and}{\b0 \f20 \cf0 has}{\b0 \f20 \cf0 not}{\b0 \f20 \cf0 established }
{\b0 \f20 \cf0 preferences}{\b0 \f20 \cf0 amongst}{\b0 \f20 \cf0 the}{\b0 \f20
\cf0 group}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 brands. }
{\b0 \f20 \cf0 d)}{\b0 \f20 \cf0 All}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 the}{\b
0 \f20 \cf0 above. }
{\cf105 Section}{\cf105 D}{\cf105
Short}{\cf105 answers: }
\fi360 {\b0 \f20 \cf0 1.}{\b0 \f20 \cf0
Mention}{\b0 \f20 \cf0 the}{\b0 \f20
\cf0 five}{\b0 \f20 \cf0 buying}{\b0 \f20 \cf0 roles. }
\fi360 {\b0 \f20 \cf0 2.}{\b0 \f20 \cf0
\cf0 two}{\b0 \f20 \cf0 types}{\b0 \f20 \cf0 of}{\b0 \f20 \cf0 decision}{\b
0 \f20 \cf0 making. }
\fi360 {\b0 \f20 \cf0 3.}{\b0 \f20 \cf0
\cf0 three}{\b0 \f20 \cf0 kinds}{\b0 \f20 \cf0 problem}{\b0 \f20 \cf0 solvi
ng. }
\fi360 {\b0 \f20 \cf0 4.}{\b0 \f20 \cf0
Differentiate}{\b0 \f20 \cf0 between
}{\b0 \f20 \cf0 LPS}{\b0 \f20 \cf0 and}{\b0 \f20 \cf0 EPS. }\par
}
}
- 14 - \par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
0011080318026403012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
\cf63 NPIEL
umer Behavior
}
\cf11 Section A
\fi360 {\b0 \f20 \cf0 1.}{\b0 \f20 \cf0
False }
Section B \par
}
\cf11 True/false: \par
}
{\phpg\posx5400\pvpg\posy2658\absw228\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 2.
\par
}
10 \fs28 \cf101 KEY
\par}{\phpg\posx6119\pvpg\posy1775\absw926\absh1779 \sl-403 \par\b \f10 \fs28 \c
f101 {\b0 \f20 \fs21 \cf0 False }
\par}{\phpg\posx6119\pvpg\posy1775\absw926\absh1779 \sl-413 \par\b \f10 \fs28 \c
f101 {\b0 \f20 \fs21 \cf0 Routine }\par
}
\par
}
{\phpg\posx8999\pvpg\posy2658\absw597\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 Fa
lse \par
}
\cf11 Fill up the blanks: \par
}
{\phpg\posx2160\pvpg\posy3486\absw1695\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 1
. Programmed \par
}
\cf11 Section C
\fi360 {\b0 \f20 \cf0 1.}{\b0 \f20 \cf0
A }
Section D \par
}
\par
}
\cf11 Multiple choice questions:
\fi2159 {\b0 \f20 \cf0 2.}{\b0 \f20 \cf0
D }
Short Answers: \par
}
1. Initiator, Influencer, decider, Buyer and User.
Programmed and Non programmed
Extensive
problem
solving
(EPS),
Limited
problem
solving
(LPS),
and
360 Routinized problem solving (RPS).
EPS and LPS: \par
}
cf5 EPS \par
}
cf5 LPS \par
}
{\phpg\posx1800\pvpg\posy7626\absw9134\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 T
he consumer is not informed of the
The consumer is familiar of th
e product or \par
}
{\phpg\posx1800\pvpg\posy7901\absw2818\absh735 \f20 \fs21 \cf0 \f20 \fs21 \cf0 p
roduct or service offering.
The consumer is not aware: \par
}
{\phpg\posx6228\pvpg\posy7901\absw4431\absh735 \f20 \fs21 \cf0 \f20 \fs21 \cf0 s
ervice offering; but he is unaware of the
\par}{\phpg\posx6228\pvpg\posy7901\absw4431\absh735 \sl-276 \f20 \fs21 \cf0 vari
ous brands.
\par}{\phpg\posx6228\pvpg\posy7901\absw4431\absh735 \sl-275 \f20 \fs21 \cf0 The
consumer: \par
}
{\phpg\posx1800\pvpg\posy8729\absw9126\absh487 \f20 \fs21 \cf0 \f20 \fs21 \cf0 about the various decision criteria used to
- is aware of some brands
and also of the
\par}{\phpg\posx1800\pvpg\posy8729\absw9126\absh487 \sl-276 \f20 \fs21 \cf0 eval
uate the product or service offering.
various criteria used to evaluate
the product \par
}
{\phpg\posx1800\pvpg\posy9281\absw4813\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 of the various brands that are available
or \par
}
{\phpg\posx1800\pvpg\posy9557\absw2788\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 a
nd from which to evaluate. \par
}
{\phpg\posx7677\pvpg\posy9281\absw795\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 se
rvice \par
}
{\phpg\posx9605\pvpg\posy9281\absw959\absh239 \f20 \fs21 \cf0 \f20 \fs21 \cf0 of
fering. \par
}
- is unaware of the new brands that have
\par}{\phpg\posx6228\pvpg\posy9557\absw4397\absh1232 \sl-275 \f20 \fs21 \cf0 bee
n introduced.
\par}{\phpg\posx6228\pvpg\posy9557\absw4397\absh1232 \sl-276 \f20 \fs21 \cf0 - h
as not evaluated the brands amongst the
\par}{\phpg\posx6228\pvpg\posy9557\absw4397\absh1232 \sl-275 \f20 \fs21 \cf0 awa
reness set and has not established
\par}{\phpg\posx6228\pvpg\posy9557\absw4397\absh1232 \sl-275 \f20 \fs21 \cf0 pre
ferences amongst the group of brands. \par
}
These goods are ones of high involvement;
These goods are low to high
involvement.
\par}{\phpg\posx1800\pvpg\posy10937\absw9137\absh1232 \sl-276 \f20 \fs21 \cf0 th
ey are expensive; they are infrequently
\par}{\phpg\posx1800\pvpg\posy10937\absw9137\absh1232 \sl-275 \f20 \fs21 \cf0 bo
ught; there is considerable amount of
\par}{\phpg\posx1800\pvpg\posy10937\absw9137\absh1232 \sl-276 \f20 \fs21 \cf0 ri
sk involved.
\par}{\phpg\posx1800\pvpg\posy10937\absw9137\absh1232 \sl-275 \f20 \fs21 \cf0 Th
e purchase process involves significant
The purchase process is more of a
recurring \par
}
effort on part of the consumer
Examples: \par
}
purchase and it involves only a moderate
\par}{\phpg\posx6228\pvpg\posy12317\absw4389\absh735 \sl-276 \f20 \fs21 \cf0 eff
ort on part of the consumer
\par}{\phpg\posx6228\pvpg\posy12317\absw4389\absh735 \sl-275 \f20 \fs21 \cf0 Exa
mples: \par
}
Jewellery, electronic goods, Real estate and
A laptop replacing a desktop, a
second TV \par
}
property etc. \par
}
for the home. \par
}
}
- 15 - \par
}
}

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