CONSUMER BEHAVIOUR

ANS 1
Consumer purchases are influenced by a combination of rational and emotional
motives. Rational motives are logical and practical reasons that drive consumers to
make a purchase, while emotional motives are based on feelings, desires, and
psychological factors. Let's explore the rational and emotional motives for purchasing
a Sony or Bose Home Theatre System:

Sony Home Theatre System:

Rational Motives:

Brand reputation: Sony is known for its quality and innovation in the electronics
industry. Rational consumers may choose Sony based on its reputation for
producing reliable and technologically advanced home theatre systems.
Features and specifications: Rational consumers may consider the specific features
and specifications offered by Sony Home Theatre Systems, such as high-quality
audio output, connectivity options, compatibility with different devices, and advanced
audio technologies.
Price-performance ratio: Rational consumers may evaluate the price of the Sony
Home Theatre System and compare it to the perceived value and performance they
expect to receive. If the system offers a good balance of features, quality, and price,
it may motivate them to make a rational purchase decision.
Emotional Motives:

Status and prestige: Sony have established itself as a reputable and prestigious
brand. Emotional motives may drive consumers to choose Sony Home Theatre
Systems to enhance their social status and enjoy the pride associated with owning a
high-end entertainment system.
Trust and familiarity: Emotional motives can be influenced by the emotional
connection consumers have with the Sony brand. Trust and familiarity with Sony's
products can create a sense of comfort and confidence in the purchase decision.
Excitement and enjoyment: Emotional motives can stem from the anticipation of an
immersive and enjoyable home entertainment experience. Consumers may be
attracted to Sony Home Theatre Systems for the excitement and pleasure they
expect to derive from the audio and visual capabilities of the system.
Bose Home Theatre System:

Rational Motives:

Audio quality: Bose is renowned for its focus on audio excellence. Rational
consumers may prioritize superior sound quality when considering a home theatre
system, making Bose an appealing choice due to its reputation for delivering
exceptional audio performance.
Design and aesthetics: Rational consumers may appreciate Bose's sleek and
modern design aesthetics. The brand's attention to detail in terms of product
appearance and integration with home decor can be a rational motive for choosing a
Bose Home Theatre System.
Ease of use: Bose emphasizes user-friendly products and simple setup processes.
Rational consumers may consider the ease of use and convenience offered by Bose
systems, as well as the intuitive user interfaces and control options.
Emotional Motives:

Brand loyalty: Emotional motives can arise from a sense of brand loyalty and a
positive emotional connection with the Bose brand. Previous positive experiences or
recommendations from friends and family may drive emotional motives to stick with
Bose for the home theatre system purchase.
Trust in quality: Emotional motives can stem from the trust and confidence
consumers have in Bose's reputation for delivering premium audio experiences.
Emotional motives may drive consumers to choose Bose to ensure they receive the
quality and reliability they expect.
Enjoyment and immersion: Emotional motives may be fuelled by the anticipation of a
captivating and immersive entertainment experience. Consumers may be drawn to
Bose Home Theatre Systems for the emotional pleasure and enjoyment they believe
the system will provide.
It's important to note that individual consumer preferences and motivations can vary.
Some consumers may prioritize rational motives more heavily, while others may be
driven primarily by emotional motives. The interplay of rational and emotional factors
ultimately influences the purchasing decisions of consumers in the home theatre
system market.
ANS 2

When considering the purchase of a washing machine, several concepts come into
play during the decision-making process. Let's explore the terms Total Set,
Awareness Set, Consideration Set, and Choice Set:

Total Set: The Total Set refers to the complete range of all washing machines
available in the market. It encompasses every possible option, brand, and model,
without any specific limitations. It represents the entire pool of choices available to
consumers.

Awareness Set: The Awareness Set is a subset of the Total Set and consists of
washing machines that the consumer is aware of or has knowledge about. These
machines may have come to the consumer's attention through various sources such
as advertisements, word-of-mouth, online research, or prior experiences.

Consideration Set: The Consideration Set is a further narrowed-down subset of the

Awareness Set. It includes the washing machines that the consumer actively
considers and evaluates as potential options for purchase. The Consideration Set is
typically determined by factors such as brand reputation, features, price range, user
reviews, and recommendations.

Choice Set: The Choice Set is the final selection of washing machines from the
Consideration Set that the consumer and their family desire to have and use. This
set represents the options that meet the consumer's requirements, preferences, and
budget. It includes the models that are deemed suitable and appealing based on
their specific needs and priorities.

The progression from the Total Set to the Choice Set involves a process of
elimination, where consumers gradually narrow down their options based on factors
like product features, performance, price, brand reputation, and personal
preferences. As they move through each set, their focus becomes more refined,
eventually leading them to the washing machine that they desire to have and use.

It's worth noting that the composition of the sets can vary among individuals and
families, as everyone has unique preferences, priorities, and criteria when selecting
a washing machine.
ANS 3

a. Acculturation refers to the process by which individuals or groups adopt or

assimilate elements of another culture, often as a result of prolonged exposure or
interaction with that culture. In the context of Indian consumers, several products and
services have been adopted for regular consumption as a result of acculturation.
Here are five examples:

Fast Food Chains: The presence of global fast-food chains like McDonald's, KFC,
Domino's, Burger King, and Subway in India reflects the adoption of Western-style
fast food by Indian consumers. These chains have adapted their menus to suit local
tastes and preferences, offering products like vegetarian options, Indian-style
burgers, and spicier flavours.

Coffee Culture: The rise of coffee shop chains such as Starbucks, Cafe Coffee Day,
and Barista has been driven by the increasing adoption of coffee consumption
among Indian consumers. Coffee culture has become popular, particularly among
urban millennials and the middle-class population.

E-commerce Platforms: The advent of e-commerce platforms like Amazon, Flipkart,

and Snapdeal has transformed the way Indian consumers shop. Online shopping
has become a regular part of Indian consumers' lives, offering convenience, wider
product choices, and competitive pricing.

Mobile Phones: The rapid adoption of smartphones by Indian consumers has

significantly impacted their daily lives. The availability of affordable smartphones and
affordable data plans has resulted in increased connectivity, access to information,
and the use of various mobile applications for entertainment, communication, and
online shopping.

Fitness and Wellness Services: Indian consumers have embraced fitness and
wellness services, such as gym memberships, yoga classes, health supplements,
and fitness apps. There has been a growing awareness and adoption of healthy
lifestyle practices, including regular exercise and nutrition-conscious choices.

b. Fear and optimism/positivity can drive consumer behaviour in different ways. Here
are two examples for each:
Fear:

Home Security Systems: Companies selling home security systems often use fear as
a motivator by highlighting the potential dangers of break-ins, thefts, or home
invasions. Advertisements and marketing campaigns emphasize the need for robust
security measures to protect one's family and possessions.

Health Insurance: Fear is often used as a driver to encourage consumers to

purchase health insurance policies. Insurance companies highlight the potential
financial burden of medical emergencies or unexpected illnesses and emphasize the
need for adequate coverage to mitigate such risks.

Optimism/Positivity:

Sustainable and Eco-Friendly Products: Brands that promote sustainable and eco-
friendly products appeal to consumers' optimism and desire to make a positive
impact on the environment. They emphasize the benefits of using eco-friendly
alternatives, such as reducing carbon footprint, supporting renewable resources, and
preserving nature.

Cause Marketing Campaigns: Companies engage in cause marketing by aligning

their products or services with social causes. For example, a brand may pledge to
donate a portion of sales to a charitable organization, promoting the idea that
consumers can make a positive difference by supporting the brand and its cause.

These examples demonstrate how fear and optimism/positivity can be leveraged to

influence consumer behaviour, either by motivating them to make a purchase or by
creating awareness and encouraging specific actions.

**********************************