Marketing Tybms
Special Studies in Marketing
Chapter - 1
Q.1
Ans.
Define consumer behaviour. Why to study consumer behaviour?
Introduction
Marketing starts and ends with consumers. Consumers can be satisfied only when a marketer knows what consumers need.
Consumer behaviour studies how individuals, groups and organizations select, buy and dispose off goods, services, ideas to satisfy their needs and wants. Thus, the study of consumer behaviour plays an important role in designing the marketing programme.
Meaning of consumer behaviour
Why to Study Consumer Behaviour? Consumer behaviour can be defined as, “The decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services’.
Studying consumer behavior will increase understanding of the psychological, sociological and economic factors that influence all human behaviour.
A number of reasons make the study of consumer behaviour relevant or marketing management.
These are as follows:
1. Consumer preferences are changing and become highly diversified.
2. Consumer research has vividly pointed out that customers dislike using identical products and prefer differentiated products.
3. Meeting of special needs of customers’ requirement market segmentation.
4. Rapid introduction of new products with technological advancement had made the job of studying consumer behaviour more imperative.
5. Consumer behaviour can be used to sell products that might not sell easily.
6. Consumer analysis provides knowledge of overall human behaviour.
7. He study of consumer behaviour provides tree types of information:
(a) A consumer orientation.
(b) Facts about human behaviour.
(c) Theories to guide the thinking process.
Thus, Consumer behaviour is the behaviour that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs .
Q. 2
Ans.
Explain research perspectives on Consumer
Chapter - 1
Q.1
Ans.
Define consumer behaviour. Why to study consumer behaviour?
Introduction
Marketing starts and ends with consumers. Consumers can be satisfied only when a marketer knows what consumers need.
Consumer behaviour studies how individuals, groups and organizations select, buy and dispose off goods, services, ideas to satisfy their needs and wants. Thus, the study of consumer behaviour plays an important role in designing the marketing programme.
Meaning of consumer behaviour
Why to Study Consumer Behaviour? Consumer behaviour can be defined as, “The decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services’.
Studying consumer behavior will increase understanding of the psychological, sociological and economic factors that influence all human behaviour.
A number of reasons make the study of consumer behaviour relevant or marketing management.
These are as follows:
1. Consumer preferences are changing and become highly diversified.
2. Consumer research has vividly pointed out that customers dislike using identical products and prefer differentiated products.
3. Meeting of special needs of customers’ requirement market segmentation.
4. Rapid introduction of new products with technological advancement had made the job of studying consumer behaviour more imperative.
5. Consumer behaviour can be used to sell products that might not sell easily.
6. Consumer analysis provides knowledge of overall human behaviour.
7. He study of consumer behaviour provides tree types of information:
(a) A consumer orientation.
(b) Facts about human behaviour.
(c) Theories to guide the thinking process.
Thus, Consumer behaviour is the behaviour that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs .
Q. 2
Ans.
Explain research perspectives on Consumer