This document discusses various topics related to consumer behavior, including perception, personality traits, attitudes, social class, subcultures, and family. It defines key terms and discusses factors that influence them. For example, it notes that perception is the process through which people gather, process and interpret information from the environment. It also lists several factors that can affect a person's perception, such as color, size, and individual response factors like interests and values. The document provides summaries of theories and frameworks for understanding these consumer behavior concepts.

1. Consumer Behavior
Important question & solution
Part-02
By Nasir Uddin

2. Q. Define perception?
Perception: perception is the process
through which one gathers, processes, and
interrupts information from the environment.

3. Q. What are the Factors that affect Perception?
1. Stimulus Factors affecting
perception:
 a. Color and contrast: Color
perception involves subjective
judgment.
 b. Size: Large sizes tend to attract
greater attention than small.
 c. Intensity: Intensity, loudness of
sounds or brightness of colors gains
attention.
 d. Movement:
 e. Isolation: Centering a small object
in a virtually blank page draws the
eye to it immediately.
2. Individual Response Factors
affecting perception:
 a. Interest
 b. Attention
 c. Needs
 d. Memory
 e. Values
 f. Cognitive set

4. Q. How perception affect consumer purchase decision?
1.Perceptual cues:
 Cues are stimulus associations, or symbols that influence perception
of a given stimulus. Consumers use cue like store names, brand
names, packaging and price to help them make buying decisions.
2.Perceptual Selectivity:
 Consumer actually perceives only seventy six advertising messages
each day and responds to perhaps a dozen. The process of coping
with the dazzling number of stimuli around us by perceiving only
some of them is known as perceptual selectivity. It is influenced by
an individual’s need, interests, values etc.

5. 3.Perceptual Organization:
Perceptual stimuli are meaningful if we organize them.
Thus once some stimulus has gained our attention, we
struggle to organize it, to resolve it ambiguity, through our
personal frame of reference.
For Example: ad of a tire using the picture of a Rhino.
4.Perceptual Thresholds:
A threshold is a point of minimum stimulus needed to
produce perception. In the case of hearing, there is also an
upper threshold, a limit above which sound is not perceived.

6. Q. Define trait theory?
 Trait theory (also called dispositional theory) is
an approach to the study of human
personality. Trait theorists are primarily
interested in the measurement of traits,
which can be defined as habitual patterns of
behavior, thought, and emotion.

7. Q. how personality traits can be
measured?
 Behavioral Observation
 Interviewing
 Projective Tests
 Personality Questionnaires

8. Q. What is the implication of trait theory in
consumer behavior?
 Consumer purchase products to reflect their personality. The
type of house, cloth, appliances, automobile, jewelry people
buy may reflect their personality. Marketer, therefore develop
their products and advertising and promotional campaign
keeping in mind in their personality types of their target
consumer.
 Personality traits may help marketers predict the type of cloth
people may wear, automobiles they drive, and shops they
prefer to buy. Marketing interest in the personality is the based
on the assumption that, in spite of their uniqueness as
individuals, member of groups and aggregates may possess is
given trait or type in common with each other.

9. Q. Define attitude?
 Attitude can also be defined as a
predisposition toward some aspect of the
world that is positive or negative.
 Attitudes refer to inclinations or tendencies
we hold toward various products or services
and the places where we buy them.

10. Q. what are the factor that change attitude?
1.Change Affect
 Classical conditioning
“Pairing” the brand or product with desired stimulus—
e.g., a car with a beautiful woman
 Attitude toward the ad
A likable ad for a brand in a mundane product
category—e.g.,
Energizer Bunny
Snuggles (fabric softener)
 Mere exposure

11. 2.Change behavior (e.g., sampling)
– Attitudes are inferred from behavior (e.g., I buy the
product  I must like it or It must be good)
3.Change Belief Component
– Change existing beliefs
• Difficult
• Advertiser’s motives are suspect
– Change importance of attributes
– Add beliefs
– Change ideal (fashion)

12. Q. How attitude can be measured?
1. Scaling Techniques of Attitude measurement:
 a. The Thurstone Scale: In Thurstone’s method of equal-appearing
intervals, a group of statements about some given
topic (detergents’ effects on ecology) is arranged on an
attitude continuum from least favorable (category 1) to most
favorable (category 11).
 b. The Likert Scale: This scale enables consumers to choose
from five degrees of agreement with a large number of
positive and negative statements expressing attitudes about
some topic. These are: strongly agree, agree, undecided,
disagree, and strongly disagree.

13.  2. Longitudinal analysis Method of Attitude
measurement:
This method lets researchers’ measure attitude
shifts over a period of time. This approach
permits gauging of attitude change and
patterns of brand loyalty (or disloyalty).

14. Q. How social class can be measured?
 1. The Reputational technique: means inviting people to
rank the social positions of their neighbors.
 2. The Subjective approach: asks individuals to rank
themselves with respect to social class.
 3. Objective methods: include single and multiple item
indexes.
3. a. The Single item variety rates individuals along
single dimension such as occupation.
3.b. Multiple item approach ranks individuals
according to occupation, source of income, type of
house and dwelling area.

15. Q. Briefly describe the types of subculture?
Types of subculture:
1.Ethnic subculture (nationality based)
2.Religious subculture [ (Muslim- sunni, kurdi)
(Atheist- Religious atheist, non-religious atheist)]
3.Regional subculture( Dhaka, comilla )
4.The subculture of senior citizen (60+age)
5.The single Subculture (unmarried individual)
6.Subculture of the poverty and many more.

16. Q. Define family?
 Cooley describes the family as one type of
primary group characterized by face to face
association and cooperation… fundamental in
forming the social nature and ideas of the
individual. In such a group, relationships ideally
are marked by mutual commitment, intimacy,
and affection.

17. Q. How children play role in Family purchase
decision?
Children affect family consumption in a number of ways.
1. They are expensive dependents whose long-term needs must
be anticipated and provided for until they are able to support
themselves.
2. Older children are key family members whose preferences
are usually taken into account when major purchases are
contemplated.
3. Children are independent consumers themselves, buying
specific kinds of products on their own. The range of these
purchases becomes larger and more diverse as children grow
older.

18. Q. Briefly describe family life cycle?
Potential Family Life Cycle Stages
YOUNG
SINGLE
BLENDED
SINGLE
PARENT
FULL NEST
I/II/III
EMPTY NEST
I/II
OLDER
SINGLE
YOUNG
COUPLE

19. For any enquiry:
realnasir@gmail.
com
Thank you
