Questions

Explain the major bases of market segmentation

Explain, with an example, how technology enabled predictive analytics help marketers
Explain three specific examples of how the Internet and related technologies improve
marketing transactions by adding value that benefits marketers and/or customers
Illustrate the two interrelated forms of customer engagement with marketers. Show an
example why a company needs to consider both types of engagement.
Explain the reasons why small reductions in customer defections produce significant
increases in profits.
Compare and contrast market segmentation and real time bidding.
Identify two examples of technological innovation designed to enhance customer retention
and discuss them
Identify three specific examples of hybrid segmentation and explain how marketeers use
them to effectively segment consumer markets.
Identify the difference between quantitative factors and cognitive factors and provide
examples of consumer-intrinsic and consumption-based information associated with each
type.
Construct with an example of how a demographic variable has been used to position a
product to a target market.
Utilize the concept of showrooming to highlights its impact on retail business? Provide an
example of how a retailer might combat it.
Apply the interdisciplinary nature of consumer behavior and discuss its implications
Summarize the theory that Abraham Maslow formulated with regard to human needs.
Explain the advantages and disadvantages of Maslow's hierarchy-of-needs theory.
Explain about Freud's psychoanalytic theory of personality. Show how the three systems he
proposed interact?
Compare classical conditioning and instrumental conditioning in the context consumer
learning
Explain tri-component attitude model in the context of consumer behaviour.
Explain the cognitive learning process that happens in human minds while processing
information
Illustrate what do you understand by consumer innovativeness, and how does it relate to
personality and consumer behavior?
Identify the theories and specify their marketing implications:
a) Theory of reasoned action
b) Elaboration Likelihood Model
Consumers have both innate and acquired needs. Make use of examples of each kind of
need to illustrate how the same purchase can fulfill either or both kinds of needs
Apply the stages of positioning process to position a restaurant.
Neutrogena, a company known for its “dermatologist recommended” skin care products,
introduced a line of shaving products for men. Identify how could the company use

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stimulus generalization to market these products? Is instrumental conditioning applicable
to this marketing situation? If so, how?
Apply the concept of post purchase dissonance to a purchase you recently made. What
factors caused you to experience post-purchase dissonance? How could the marketer who
sold the product have helped you overcome dissonance?
Identify the reasons marketeers have to reposition their products or services? Illustrate
your answers with examples.
Explain the credibility and persuasive power of reference groups

Compare why an opinion leader is considered to be a more credible source of product

information than an advertisement for a product?
Compare Non- Traditional families and Non- Family Households with Traditional Families in
the context of consumption behaviour.
Compare enculturation and acculturation.
Explain the different roles of family members in consumption related decision making with
examples
Compare, with examples, the localization and standardization strategies adopted by global
companies while targeting various markets
Organize your thoughts on the changing cultural trends in Indian urban markets with
examples
Identify the differences among beliefs, values and customs. Apply this knowledge on how
the clothing a person wears at different times or for different occasions is influenced by
customs
Give three examples of product problems that companies have faced during marketing in
global markets and build your thoughts on how these problems could have been avoided
Make use of social comparison theory and its implication on advertising?
Build your thoughts on the American values of achievement and success influence
consumption? Give an example.
Organize your thoughts on companies’ strategic use of buzz agents and viral marketing
with examples
Explain the process of diffusion of innovations.

Explain the profile of a consumer innovator. How does he differ from a consumer laggard
Explain the factors that are likely to increase pre-purchase search of consumers with
regards to a product or service.
Compare continuous, dynamically continuous, and discontinuous innovation
Explain societal marketing concept with examples
Explain the differences between continuous, dynamically continuous, and discontinuous
innovation?
Organize and differentiate between the different types of gifting and provide an example
of each.
Construct how Apple could use its knowledge of customer’s expectations in designing a
marketing strategy for a new iPad?

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Construct how Sony could use the five product features that affect adoption in order to
speed up the diffusion of its new TV model.
A soft-drink company distributed cell phones to pre-adolescents in low-income areas. The
phones routinely received advertising messages for the drink. Following criticism, the
company said that the benefits to the disadvantaged children from having the cell phones
(e.g., safety) outweighed any “exploitative targeting” considerations. Develop your
answer based on whether you agree or disagree with the company’s position.
Apply the seven decisions rules that help consumers to facilitate the purchase of a
smartphone
Identify the product attributes that you would consider while evaluating a wrist watch
before purchase. Give reasons.
Explain the different ways employed by researchers to contact survey respondents
Differentiate between qualitative and quantitative research designs. What are the
differences between the two in terms of study purpose, data collection methods, and
sampling methods?
Identify and discuss the major steps in the consumer research process. Why is each step
important to the success of the process as a whole?
Explain what do you understand by secondary data? Give an example of a set of secondary
data, and name a source of secondary data.
Explain the concept of observational research. Give reasons why observational research is
used.
Discuss the concepts of research validity and reliability.
Apply and illustrate the concept of qualitative research method on an appropriate
research objective.
Construct differences between probability samples and non-probability samples with
examples
Identify the differences between internal secondary data and external secondary data.
Provide examples for both type of data
Organize your understanding on causal research. Give examples
Construct how a bank could use mystery shoppers in its research to identify opportunities
for improving employee productivity and efficiency
Develop your understanding on two new technologies that can be used to observe
consumption behavior. Choose whether new technologies or questioning consumers about
their consumption behavior is a better option.

Questions
Identify the applications of the study of consumer behaviour in creating marketing
strategies?

Identify why customer retention is considered much cheaper than customer acquisition
Construct how technology enhances the exchange between the marketers and the

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consumers
Identify the factors that determine customer satisfaction with online websites and
merchants while shopping online.
Identify the components of consumer decision-making process. In your response, please
provide an example of what someone who was in the market for a new television might do
at various stages in the process.
Apply benefit segmentation to segment a market for shampoos
Analyze how are market segmentation, targeting, and positioning interrelated? Examine
how these three concepts can be applied to develop a marketing strategy for a product of
your choice.
Examine the factors to be considered by marketers for selecting the target markets. Apply
this knowledge to select a target market for an ecommerce business
Analyze the appropriate segmentation criteria for selecting the potential target markets
for the following products:

(a) SUVs
(b) Financial retirement plans
(c) A new smartphone model
Justify your answers
Examine the advantages of real time bidding over direct buys.
List and combine at least two segmentation bases for targeting each of the following
products. Explain your choices

(a) Men’s sneakers

(b) Hybrid cars
e- readers
Categorize a health club offering to one of the VALS segments. In your description of the
positioning for the segment, please note the segment's primary motivation, level of
resources, level of innovativeness, and values and consumption patterns.

Identify the elements of consumer imagery with examples

Identify the various multi-attribute models and their use in altering attitudes
Identify how a marketer alter consumers’ attitudes by making particular needs prominent
Identify and compare absolute threshold and differential threshold in the context of
sensation
Identify and compare perception and sensation. How does each complement and
differentiate in the consumer decision making?
Identify the principles of perceptual organization and specify its marketing implications.
Compare and contrast the major characteristics of the following personality theories: (a)
Freudian Theory (b) Neo-Freudian Theory, and (c) Trait Theory. How can each of these
theories applied to the understanding of consumer behaviour?
The Department of Transportation of a large city is launching a new advertising campaign
that encourages people to switch from private cars to mass transit. Examine what

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strategies needs to be adopted to change the commuters’ attitudes as below:

(a) changing the basic motivational function,

(b) changing beliefs about public transportation, (c) using self-perception theory, and

(d) using cognitive dissonance

Examine the elements of information processing? Compare: (a) Information rehearsal and
encoding and (b) Information retention and retrieval
Examine the elements and nature of consumer learning
Discover the elements of consumer perception and their role in consumer behaviour.
Analyze the type of promotional message that would be most suitable for each of the
following personality market segments, and give examples of each:

(a) highly dogmatic consumers,

(b) inner-directed consumers,

(c) consumers with high optimum stimulation levels,

(d) consumers with a high need for recognition, and

(e) consumers who are visualizers versus consumers who are verbalizers.
Identify the various methods of measuring opinion leadership
Apply the concept of global marketing to explain how a marketer decides whether to
customize products for global markets or to sell standardized ones?
Identify how marketers use social networks, brand communities and weblogs to locate and
target customers
Identify why marketing researchers use objective, rather than subjective, measures of
social class
Identify the marketing influences on cultural learning
Identify three examples of product problems that companies faced during marketing in
global markets and describe how these problems could have been avoided
Examine in detail about various parental styles and its impact on consumer socialization.

Examine a reference group. List the different types of reference group influence on
consumer behaviour.
Analyze two relevant core values and explain your choices for each of the following
products and activities:

(a) Donating blood,

(b) buying an e-reader,
(c) buying a GPS device,
(d) drinking diet beverages,
(e) travelling overseas,
(f) and buying a new convection oven.
Also, examine how each value either encourages or discourages buying the product or

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engaging in the activity.
Analyze the influence of family in the consumer socialization of children. What role does
television advertisement play in consumer socialization?
Examine the strategic applications of word of mouth on consumer decision making
Examine the core cultural values. Examine how marketers can measure cultural values
Identify and give an example of what happens during each of the five stages of the
innovation adoption process.
Identify, with examples, the decision rules adopted by consumers while evaluating various
brands in a category
Amazon has introduced a new e book reader that is more expensive than the previous
models, but have many features. Identify, how can the company use adopter categories in
marketing this product?
Identify the process of consumer decision making using the input-process-output model
Identify stealth marketing and its impact consumers perceptions of product information
According to stimulus-response theory, children can easily form associations between
stimuli and outcomes. Identify this impact the guidelines that regulate marketing toward
children?
Compare extensive, limited and habitual problem solving methods adopted by consumers
in purchase situations, with examples

Examine the five stages of consumer adoption of innovation

Examine the five product characteristics that influence the diffusion of innovation with
examples.
Compare the innovation adoption categories of consumers
Categorize the following products as continuous, dynamically continuous and
discontinuous innovation innovations. (a) smartwatch, (b) vacuum cleaner, (c) compact
discs. Give reasons for your answer
Examine the different ways with which marketeers disguise or camouflage advertisements.
Provide examples
Develop a Likert scale with 10 questions to investigate the online shopping behaviour of
consumers
Organize your thoughts on the different methods of qualitative research by providing
suitable examples
Construct your understanding on how different qualitative research methods could be used
by marketeers to obtain new ideas for a product. Use an example of a product
Apply different quantitative research methods that marketeers use to understand the
customer’s level of satisfaction for a new product. Illustrate using an example
Develop your understanding on the concept of experimental research. Apply experimental
research to test the effectiveness of a men’s cologne.

Using one of the attitude scales, develop a questionnaire to measure consumer’s attitudes
toward the organic products
a. Prepare five statements measuring consumer’s attitudes via a likert scale

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 b. Prepare five semantic differential scales measuring consumer’s attitudes
Can the same dimensions be measured using either scaling technique? Explain your answer
Compare the advantages and disadvantages of mail, personal interview, and online
surveying methods of data collection
Examine the major steps in the consumer research process. Analyze why each step is
important to the success of the process as a whole?
Compare and contrast the differences between primary and secondary research. Under
what circumstances might be the availability of secondary data make primary research
unnecessary? What are some of the major sources of secondary data?
A manufacturer of a new product for whitening teeth would like to investigate the effects
of package design and label information on consumer’s perceptions of the product and
their intentions to buy it. Examine whether observational research, causal research, or a
survey would be appropriate? Explain your choice.
Compare and contrast probability and non-probability sampling. Show how the
interpretation of survey results change according to the sampling method adopted
Compare and contrast the use of qualitative and quantitative researches in the study of
consumer behavior

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