Consumer Behavior (VV2)

ConsumerBehavior (VV2)
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1 . What isperceptional experience?Discussdifferentaspectsof perceptionanditsimpacton
consumerbehavior.
2 . Woulda consumerbe more likelytofollow acentral route ora peripheral route topersuasion
whendecidingwhattype of personal computertobuy?Why?Explainhow a marketermightuse your
answerto constructan effective adfora personal computer?
3 . ‘Consumerbehaviourasa fieldof studyexaminesbothdirectandindirectinfluenceson
consumptiondecisions’.Discuss.Also,highlightthe importance of understandingconsumerbehaviour
for developingmarketingstrategies.
4 . Write a short note on opinionleaders.Explainthe impactopinionleaderscreate insuccessof a
productcategory.
5 . What iscognative learningtheory?Explainthe conceptwiththe helpof relevantexamples.
6 . How wouldreference groupimpactthe sale of a perticularbrand?Explainthe impactcelibrities
create on sale of a brand.
7 . Explainthe conceptof diffusion.How cana marketeruse diffusiontoensure betteracceptance
of his/herbrandin the marketspace?
8 . Explainthe difference between(a) ConsumerBehaviorandConsumptionBehavior
(b) Consumerbehaviorandbuyerbehavior
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Case Detail :
Domino'senteredIndiain1996 througha franchise agreementwithVamBhartiaCorp.The firstoutlet
was openedinDelhi.Withthe overwhelmingsuccessof the firstoutlet,the companyopenedanother
outletinDelhi.By2000, Domino'shada presence inall the majorcitiesandtownsinIndia.PizzaHut
enteredIndiainJune 1996 withitsfirstoutletinDelhi.Initially,the companyoperatedcompany-owned

outlets.However,keepinginline withitsworldwide policywherePizzaHutwasgraduallymakingashift
fromcompany-ownedrestaurantstofranchisee ownedrestaurants,PizzaHutmade the shiftinIndia
too.PizzaHut had four company-ownedfranchisees - Universal RestaurantsPvt.Ltd.(Delhi,Uttar
PradeshandRajasthan), SpecialtyRestaurantsPvt.Ltd.(Punjab),DolselCorporation(Gujarat,Karnataka
and AndhraPradesh),PizzeriaFastFoodPvt.Ltd.(Pune andTamilnadu) andWybridge Holdings
(Mumbai).
WhenDomino'senteredthe Indianmarket,the conceptof home deliverywasstill initsnascentstages.
It existedonlyinsome majorcitiesandwasrestrictedtodeliverybythe friendlyneighborhoodfastfood
outlets.Eatingoutat 'branded'restaurantswasmore prevalent.Topenetratethe Indianmarket,
Domino'sintroduced anintegratedhome deliverysystemfromanetworkof companyoutletswithin30
minutesof the orderbeingplaced.However,Domino'swasnotthe trendsettersofaras home delivery
was concerned.Delhi basedfastfoodchain,Nirula'swasthe firsttostart free home deliveryin1994.
But where Domino'sstole the marketwasitsefficientdeliveryrecord.GouthamAdvani (Advani),Chief
of Marketing,Domino'sPizzaIndia,said,"Whatreallyworkeditswayintothe Indianmindsetwasthe
promisedthirtyminute delivery."Domino'salsoofferedcompensation:Rs.30/- off the price tag,if there
was a delayindelivery.Forthe first4 yearsin India,Domino'sconcentratedonits'Delivery'act.For its
deliverypromise towork,Domino'sfolloweda11-minute schedule:one minute fortakingdownthe
order,one minute forPizza-making,six minutesoven-time,andthree minutesforpacking,sealingand
exit.PizzaHut,onthe otherhand,laidmore emphasisonits"restaurantdiningexperience."It
positioneditself asa familyrestaurantandalsoconcentratedonwooingkids.Itsdeliveryservicewas
not time-bound.
Since itsentryintoIndia,Domino'sintroducedninenew toppingsforPizzastocaterto the local tastes.
Differentflavorswere introducedindifferentpartsof India.Advani said,"The Indianpalateisvery
definitive- people are extremelyfinickyandchoosy,nottoowillingtoexperiment.Foodtastesvary
fromregionto region.Tocapture the market,we hadto localize flavors."Thus,DeluxeChickenwith
Mustard Sauce' andSardineswere confinedtothe East, MuttonGhongura and ChickenChettinadtothe
Southand ChickenPudinatoMumbai.Butterchicken,Makhani Paneerandthe ChatpataChana Masala
were confinedtothe North.Verysoon,PizzaHutfollowedDomino'sandofferedcustomizedSpicy
PaneerandChickenTikkatoppings.Apartfromthis,italsoopeneda100% vegetarianrestaurantat
Ahmedabad,aone-of-its-kindworldwide.The restaurantalsoofferedaspecial Jainmenu,whichdidnot
have a single root-basedingredienttofitinwiththe foodhabitsof Jains.
By March 2000, Domino'sopened37outletsall overIndia.BetweenApril 2000 andFebruary2001,
Domino'ssetup 64 more outletsinIndia.Delhi hadthe maximumnumberof outlets - 17, followedby
Mumbai with13. Domino'shadthe largestretail networkinthe fastfoodsegmentinIndia- with101
outletsacross40 cities.Domino'shada tie-upwithareal estate consultantRichardEllistohelpwith

locations,conductfeasibilitystudies,andmanage the construction.Itwasalsolookingatnon-traditional
outletslike large corporate offices,railwaystations,cinemahallsanduniversitycampuses.Inearly2000,
Domino'shadopenedanoutletat Infosys,Bangalore,whichwasverysuccessful.Italsohadoutletsat
cinemahalls - PVRin Delhi,Rex inBangalore,andNew Empire inKolkata.ByJanuary2001, PizzaHut had
19 outletsacrossIndia.Ina move toexpandfurther,PizzaHutplannedtoopenanadditional five
restaurantsinMumbai and 30 restaurantsacross majorcitiesinIndia,by2001 end.Tricon announced
that the companywouldinvestRs.30milliononeachof the restaurants.InMarch 2001, PizzaHut
openeditsfirstthree-storeyed125-seaterdine-inrestaurantatJuhuinMumbai.Saida company official,
"We are expandingthe numberof restaurantsacrossthe majorcitiestocater to today'syouthwhich
has takento pizzasas a cuisine."
1. Analyse the case fromthe perspetiveof localizationstrategiesfollowedbyleadingPizzabrands.
State your assumptionsclearlyforeveryargumentyoupresent.
2. What role doesAdvertisingplanininfluencingthe buyerbehaviorrelatedtoPizzaPurchases?
3. If you were tolaunchan international PizzabrandinIndiaatthistime,whatinsightswouldyou
look out forwhile strategizingfromthe perspetiveof consumers'expectedbehavior?Clearlystate your
assumptionsaspart of your argument.
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1. Accordingto research,there are fourfactors thatinfluence consumerbuyerbehavior
psychological,personal,social,CRMsystems
cultural,organizational,personal,psychological
cultural,social,personal, psychological
none of the above
2. The psychological factorsinfluencingconsumerbehaviorare
motivation,perception,learning,beliefsandattitudes
culture,subculture,social class
reference groups,family,rolesandstatus
none of the above

3. Whichof the followingstatementsisnottrue?
SigmundFreudassumedthatpeopleare largelyunconsciousaboutthe real psychological forces
shapingtheirbehavior
The termmotivationresearchreferstoqualitativeresearchdesignedtoprobe consumers`hidden,
subconsciousmotivations
AbrahamMaslow soughtto explainwhypeopleare drivenbyparticularneedsatparticulartimes
Selective retentionmeansthatmarketersmusttrytounderstandthe mind-setsof consumersandhow
these will affectinterpretationsof advertisingandsalesinformation
4. The consumers'five stepsof adoptinganew productreferto whichof the following?
Awareness,interest,evaluation,trial,adoption
Awareness,promotion,evaluation,trial,adoption
Adoption,interest, evaluation,trial promotion
Awareness,interest,cashcows,trial,adoption
5. In 'stagesof adoptionprocess', customerdecidestobecome regularuserin
awarenessstage
intereststage
evaluationstage
adoption
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6. Adoptergroup'laggards'are
deliberate
'guidedbyrespect
skeptical

traditionbound
7. Social classgroup whichearnsthroughexceptional abilityisbestclassifiedas
uppermiddles
workingclass
loweruppers
upperuppers
8. Tendencytowhichresultsof innovationare communicatedtoothersisclassifiedas
relative advantage
divisibility
communicability
compatibility
9. Person'sownlivingorinteractingandactingpatternisclassifiedas
lifestyle
personalityandself concept
social class
None of above
10. Needsof customersare triggeredby
internal stimuli
external stimuli
both a and b
none of above
11. Group whichcan exertinfluencesonotherbecause of specializedknowledge andskillsiscalled
opinionleader
leadingadopters
influential

all of above
12. A needthatisarousedup to sufficientlevel iscalled
want
motive ordrive
Both a and b
none of above
13. Customerskeepingsuchinformationthatsupportstheirattitudestowardsbrandisclassifiedas
selective attention
selective distortion
selective retention
all of above
14. Personal factorsinclude
online communities
social class
personalityandself concept
rolesand status
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15. Adsaffectingconsumerssubconscious mindsare classifiedas
online advertising
subliminal advertising
luminal advertising
both b andc
16. Tendencytowhichexperiencesof potentialcustomersfitswithinnovationiscalled

relative advantage
divisibility
communicability
compatibility
17. Typesof consumerbuyingbehaviorare
two types
three types
four types
five types
18. Highlyinvolvedconsumerbuyingbehaviorandcustomersperceive fewerdifferencesamong
brandsis called
complex buyingbehavior
varietyseekingbuyingbehavior
dissonance reducingbuyingbehavior
habitual buyingbehavior
19. Cultural factorsmustinclude
beliefsandattitudes
social class
occupation
rolesand status
20. If product performance exceedscustomerexpectations,customeris
satisfied
dissatisfied
delighted
none of above

21. That minorstimuli whichdetermineswhenandhow customerwill respondincertainwayis
called
perception
cues
motives
both a and c
22. Lessinvolvedconsumerbuyingbehaviorinwhichcustomersperceive few differencesbetween
brandsis called
complex buoyingbehavior
23. Accordingto brandpersonalitytraits,'sophistication'isconcludedasbrandbeing
reliable andintelligent
daringand imaginative
cheerful andwholesome
charmingand upperclass
24. Social classwhorelyon relativesforassistance introubletimesandeconomicsupport
consideredas
uppermiddles
workingclass
middle class
upperuppers
25. Well knownbrand'Apple'isrelatedtobrandpersonalitytraitof
ruggedness
competence
sophistication

excitement
26. In 'adoptionprocessfornewproducts', customerseekinformationinthe
awarenessstage
intereststage
evaluationandtrial stage
all of above
27. evaluationandtrial stage
adoptionprocess
cognitive dissonance
pre purchase behavior
post-purchase behavior
28. In social classgrouping,white andblue collarworkerswithaveragepaycanbe classifiedas
uppermiddles
workingclass
middle class
upperuppers
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29. Buyerdecisionprocessstartswith
informationsearch
needrecognition
evaluationof alternatives
both 1 and 2

30. In 'stagesof adoptionprocess',stage inwhichcustomerconsiderswhethertotryproduct or not
to isclassifiedas
awarenessstage
intereststage
evaluationandtrial stage
adoption
31. 'stagesin adoptionprocess'involves
awareness
interest
evaluationandtrial
all of above
32. Accordingto brandpersonalitytraits,'excitement'isconcludedasbrandbeing
outdoorsyandtough
daringand imaginative
cheerful andwholesome
charmingand upperclass
33. Highlyinvolvedconsumerbuyingbehaviorwhile perceivingsignificantdifferencesbetween
brandsis called
complex buoyingbehavior
34. Procedure inmarketingwhichconsistsof enlistingopinionleadersas"brandambassadors"is
called
Leadingmarketing
buzz marketing
online marketing

none of above
35. If customer's expectationsandproductsperformance matches,customeris
satisfied
dissatisfied
delighted
none of above
36. In buyerdecisionprocess,stage inwhichpurchase intentionistransformedintopurchase
decisioniscalled
needrecognition
informationsearch
purchase decision
both b andc
37. Tendencyof difficultunderstandingrelatedtouse of marketofferingiscalled
relative advantage
complexity
communicability
compatibility
38. Adoptergroupwhoissuspiciousof change isclassifiedas
late majority
earlymajority
laggard
earlyadopter
39. Remembrance of goodpointsthatare relatedto chosenbrandas comparedto competing
brandsis called
selective attention
selective distortion

selective retention
both a and b
40. Low involvedbuyingbehaviorof consumerswhileperceivingsignificantdifferencesbetween
brandsis called
complex buyingbehavior
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