02

Question 1

What is the definition of consumer behaviour?

Answer 1

Consumer behaviour is the study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences that satisfy needs and desires.

Question 2

What are the types of stimuli affecting buyer’s behaviour?

Answer 2

• Marketing stimuli: Product, Price, Promotion, Place
• Other stimuli: Economic, Technological, Political, Cultural, Natural, Social

Question 3

What are the two types of decision-making processes according to Kahnemann?

Answer 3

• System 1: Fast, automatic, intuitive decisions, requiring little to no effort.
• System 2: Slow, deliberate, and conscious decisions, requiring intentional effort.

Question 4

What is the concept of involvement in buying decision behaviour?

Answer 4

Involvement refers to a person’s perceived relevance of the object based on their inherent needs, values, and interests. It influences whether decisions are made using System 1 or System 2 thinking.

Question 5

What is the Elaboration Likelihood Model?

Answer 5

It is a model that suggests message characteristics and consumer involvement determine whether consumers process marketing communications through the central route (high involvement) or peripheral route (low involvement).

Question 6

What are the steps in the buyer’s decision process?

Answer 6

• Need recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Post-purchase cognitions

Question 7

What is the Confirmation-Disconfirmation Paradigm?

Answer 7

It refers to a consumer’s satisfaction being based on the perceived discrepancy between expectations and actual performance. Positive disconfirmation leads to satisfaction, while negative disconfirmation leads to dissatisfaction.

Question 8

What are the components of the ABC model of attitudes?

Answer 8

• Affect: How the consumer feels.
• Behaviour: Intentions to act.
• Cognition: Beliefs about the object.

Question 9

What does the Theory of Planned Behaviour explain?

Answer 9

It explains that behaviour depends on attitude toward the act, subjective norms, and perceived behavioural control.

Question 10

What is post-purchase dissonance?

Answer 10

It refers to the doubt a buyer feels after making a decision, especially if the decision was high involvement, risky, or new information was received after the purchase.