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II. Consumer Behaviour
Q1) Explain the applications of Consumer Behaviour in Marketing.
Answer: Applications of Consumer Behaviour in Marketing:
 The most obvious is for marketing strategy- for making better marketing campaigns. For
example, by understanding that consumers are more receptive to food advertising when
they are hungry, we learn to schedule snack advertisements late in the afternoon. By
understandingthatnewproductsare usuallyinitially adopted by a few consumers and only
spread later, and then only gradually, to the rest of the population, we learn that (1)
companies that introduce new products must be well financed so that they can stay afloat
until their products become a commercial success and (2) it is important to please initial
customers, since they will in turn influence many subsequent customers’ brand choices.
 A second application is public policy. In
Q2 a) Explain the various stages in the Buyer Decision Process.
Answer:BuyingDecision Process that guide shoppers in their decision and purchase process when
buying a product.
I. Need recognition / Problem recognition :
The needrecognitionisthe firstandmostimportant step in the buying process. If there is no need,
there is no purchase. This recognition happens when there is a lag between the consumer’s actual
situation and the ideal and desired one.
b) Explain the Marketing Research Procedure.
Answer:The marketresearchprocessisa systematicmethodologyforinformingbusiness decisions.
The figure below breaks the process down into six steps:
Step 1: Define the Objective & Your “Problem”: Perhaps the most important step in the market
research process is defining the goals of the project. At the core of this is understanding the root
questionthat needs to be informed by market research. There is typically a key business problem
(or opportunity) that needs to be acted upon, but there is a lack of information to make that
decision comfortably; the job of a market researcher is to inform that decision with solid data.

2. Q3) Explain the Traditional approach of Consumer Behaviour Research.
Answer: One of the toughest, yet most important, aspects of marketing is understanding why
consumersmake decisions.Whydoesasoccer momdrive an SUV insteadof amini-van?Why does a
teenager drink Coke instead of Pepsi? In these examples, product features rarely drive consumer
choice. Consumer decision making goes much deeper than that. Marketers need to know what
moves consumers at an emotional level in order to create a persuasive message.
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