This document discusses consumer behavior and related marketing concepts. It defines consumer behavior and explains its scope using examples. It discusses the differences between organizational and individual buying behaviors. It also explains the concepts of learning and its implications for marketing, reference groups and their influence on purchasing behaviors, and culture and subcultures and their relevance for segmenting products like ready-to-eat foods and apparel. Finally, it asks what strategies a marketer of consumer durables would use to address post-purchase feelings of consumers.

1. Ms-61 Consumer Behaviour
1. What do you understand by the term ‘consumer behaviour’? Explain the scope of consumer
behavior giving suitable examples.
2. With the help of examples discuss the characteristics that distinguish organizational buying from
individual buying.
3. Explain the concept of learning and discuss its marketing implications.
4. What is a reference group? Name two reference groups that are important to you. In what ways do
they influence you in your purchasing behaviour?
5. Explain the concept of culture and subculture. Discuss the relevance of subcultural segmentation
in case of the following products:
(a) Ready to eat food products
(b) Apparels
6. As a marketer of consumer durables like refrigerators, washing machines etc., what strategies
would you adopt for responding to post purchase feelings of yourconsumers? Discuss.
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