DEFENSE Q&A

Question 1. What Is Consumer Behaviour?

Answer :

It is broadly the study of individuals, or organizations and the processes consumers use to
search, select, use and dispose of products, services, experience, or ideas to satisfy needs and
its impact on the consumer and society.

Question 2. Customers Versus Consumers?

Answer :

The term ‘customer’ is specific in terms of brand, company, or shop. It refers to person who
customarily or regularly purchases particular brand, purchases particular company’s product,
or purchases from particular shop. Thus a person who shops at Bata Stores or who uses
Raymonds clothing is a customer of these firms. Whereas the ‘consumer’ is a person who
generally engages in the activities - search, select, use and dispose of products, services,
experience, or ideas.

Question 3. What Are Consumer Motives?

Answer :

Consumer has a motive for purchasing a particular product. Motive is a strong feeling, urge,
instinct, desire or emotion that makes the buyer to make a decision to buy. Buying motives
that are defined as ‘those influences or considerations which provide the impulse to buy,
induce action or determine choice in the purchase of goods or service. These motives are
generally controlled by economic, social, psychological influences etc.

Question 4. What Are The Motives Which Influence Purchase Decision?

Answer :

The buying motives may be classified into two:

Product Motives: Product motives may be defined as those impulses, desires and
considerations which make the buyer purchase a product.
Patronage Motives: Patronage motives may be defined as consideration or impulses which
persuade the buyer to patronage specific shops. Just like product motives.

Question 5. What Is The Need For Study Of Consumer Behavior?

Answer :

The study of consumer behaviour helps everybody as all are consumers. It is essential for
marketers to understand consumers to survive and succeed in this competitive marketing
environment. The following reasons highlight the importance of studying consumer behaviour
as a discipline.

Question 6. What Consumer Behavior Importance In Day To Day Life?

Answer :

The purpose of studying a discipline is to help oneself to better appreciate its contributions.
The reason to study consumer behaviour is because of the role it plays in the lives of humans.
Most of the free time is spent in the market place, shopping or engaging in other activities.
The extra time is usually passed in knowing and thinking about products and services,
discussing with friends about them, and watching advertisements related to them. The usage
of them significantly reveals our life styles. All these reasons suggest the need for study.
However, the purpose may be to attend immediate and tangible reasons.

Question 7. What Is Consumer Decision Making Process?

Answer :

The consumer decision making process involves series of related and sequential stages of
activities. The process begins with the discovery and recognition of an unsatisfied need or
want. It becomes a drive. Consumer begins search for information. This search gives rise to
various alternatives and finally the purchase decision is made. Then buyer evaluates the post
purchase behaviour to know the level of satisfaction.

Question 8. What Is The Purchase Decision?

Answer :

Outcome of the evaluation develops likes and dislikes about alternative products or
brands in consumers. This attitude towards the brand influences a decision as to buy
or not to buy. Thus the prospective buyer heads towards final selection. In addition to
all the above factors, situational factors like finance options, dealer terms, falling
prices etc., are also considered.

Question 9. What Is The Post- Purchase Behaviour?

Answer :

This behaviour of consumer is more important as for as marketer is concerned.

Consumer gets brand preference only when that brand lives up to his expectation.
This brand preference naturally repeats sales of marketer. A satisfied buyer is a silent
advertisement. But, if the used brand does not yield desired satisfaction, negative
feeling will occur and that will lead to the formation of negative attitude towards
brand. This phenomenon is called cognitive dissonance. Marketers try to use this
phenomenon to attract user of other brands to their brands. Different promotional-mix
elements can help marketers to retain his customers as well as to attract new
customers.

Question 10. What Is Consumer Behaviour And Marketing Research?

Answer :
Studying consumer behaviour enables marketing researchers to predict how
consumers will react to promotional messages and to understand why they make the
purchase decision they do. Marketers realized that if they know more about the
consumer decision making criteria, they can design marketing strategies and
promotional messages that will influence consumers more effectively. The importance
of consumer behaviour made marketers to think of a separate branch in marketing
research - Consumer research, to deal exclusively for consumer related issues.

Question 11. What Is The Cultural & Environmental Influences On Consumer

Behaviour?

Answer :

The study of culture encompasses all aspects of a society such as its religion,
knowledge, language, laws, customs, traditions, music, art, technology, work patterns,
products, etc. Culture is an extremely critical and all pervasive influence in our life.
Question 12. Define Culture?

Answer :

Howard and Sheth have defined culture as “A selective, manmade way of responding
to experience, a set of behavioral pattern”. Thus, culture consists of traditional ideas
and in particular the values, which are attached to these ideas. It includes knowledge,
belief, art, morale, law, customs and all other habits acquired by man as a member of
society. An accepted concept about culture is that includes a set of learned beliefs,
values, attitudes, habits and forms of behaviour that are shared by a society and are
transmitted from generation to generation within that society.