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10 views2 pages

Boliyan

Uploaded by

jaismeenj3
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
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MARKETING

1. Discuss the activities of both final and intermediate users in the study of consumer
behaviour.

Final users (consumers): These are individuals or households who buy products for
personal use.
Their activities include:
Searching for products.
Evaluating alternatives.
Making a purchase decision.
Consuming the product.
Providing feedback or reviews.

Intermediate users: These are businesses or entities that buy products for resale or
further production.
Their activities include:
Procuring raw materials.
Evaluating suppliers.
Bulk purchasing.
Distributing products to retailers or final users.

2. How does consumer behaviour help in determining the marketing mix by the firms?

Consumer behavior helps firms in:

Product Decisions: Designing products that meet customer preferences and needs.

Price Decisions: Setting price points based on consumer willingness to pay.

Place Decisions: Choosing distribution channels where target customers shop.

Promotion Decisions: Developing advertising strategies aligned with consumer


motivations and media habits.

3. What do you understand by 'value for money' in consumer behavior?

Value for money means that the consumer perceives the product's quality and benefits
to be worth the price paid. It involves a balance between cost, quality, and satisfaction.

4. Why is the study of Consumer Behavior important for a firm?

It helps firms:
Identify customer needs and preferences.
Segment the market effectively.
Develop targeted marketing strategies.
Enhance customer satisfaction and loyalty.
Stay competitive in the market.
5. What do you mean by a 'reference group'? Explain 'reference group influence' used
by marketers to promote a product.

A reference group is a group of people who influence an individual's attitudes, beliefs,


and purchasing decisions. Examples include family, friends, celebrities, and
professional groups.

Reference group influence is used by marketers in the following ways:


Celebrity Endorsements: Using celebrities to promote products.
Influencer Marketing: Collaborating with social media influencers.
Testimonials and Reviews: Highlighting customer testimonials to build trust.

6. 'Cultural factors and sub-cultural factors are very helpful in studying consumer
behavior.' Do you agree with the statement? Discuss.

Yes, I agree.
Cultural factors: Beliefs, values, customs, and traditions influence purchasing decisions.
For example, festive seasons often drive high sales.
Sub-cultural factors: Smaller groups within a culture based on religion, ethnicity, or
geographic region. E.g., vegetarian preferences in India influence food marketing.

7. How does economic condition and lifestyle indicate consumers' purchasing behavior?

Economic condition:
Higher income leads to increased luxury spending.
Economic downturns often shift demand towards essential goods.

Lifestyle:
Active lifestyles may lead to higher spending on health products.
Urban lifestyles might favor convenience products like ready-to-eat meals.

8. Explain various social factors which influence consumer behavior in a society.

Family: Purchasing habits often start from family influence.

Reference Groups: Friends and peer groups affect choices, especially for younger
consumers.

Social Class: Higher social classes may prefer luxury goods, while lower classes focus
on necessities.

Roles and Status: Professional roles influence product choices (e.g., formal attire for
corporate jobs).

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