Module 1

Question 1

Define Consumer Behaviour

Answer 1

Consumer Behaviour studies how individuals and groups select, purchase, use, and dispose of products, services, ideas, and experiences.

Question 2

What are the 3 stages of Consumer Behaviour?

Answer 2

1. Pre-purchase (select)
2. Purchase (buying)
3. Post-purchase (usage/disposal)

Question 3

Role of Consumer Behaviour in Marketing Strategy

Answer 3

1. Market Segmentation and Targeting: Dividing consumers into groups (age, location, social class) to identify the most profitable segment.
2. Identifying Threats and Opportunities: Adapting to market trends (Churchill insurance revamping its brand due to changing customer priorities).
3. Tracking Behavioral Changes: Adjusting strategies based on evolving preferences (social media trends, shifting product preferences).

Question 4

Changes in Consumer Behaviour

Answer 4

1. Government Policies: Incentives for electric vehicles influence green purchases.
2. Social Changes: Rise in single person households, gender role shifts, ethical living trends.
3. Technology Advancements: Online reviews impact decisions, digital payments dominate.
4. Globalization: More choices due to cross border e-commerce.
5. Corporate Social Responsibility (CRS): Firms balance profit with social impact but consumer responses vary (Gillette’s toxic masculinity ad backlash).

Question 5

Dark Side of Marketing

Answer 5

1. Meaning of Consumption: Branding affects self image; marketing influences children’s materialism.
2. Addictive Consumption: Social Media affects mental health.
3. Compulsive Consumption: Shopping addiction leads to physiological distress.

Question 6

Purpose of Research

Answer 6

Helps marketers answers:
~ What are consumers unsatisfied needs?
~ Who is likely to buy our product?
~ How much are they willing to pay?
~ Should we offer different service levels?

Question 7

Research Methods

Answer 7

1. Primary Data Collection:
   ~ Surverys: Structured questionnaires for large samples.
   ~ Interviews: In-depth discussions for detailed insights.
   ~ Focus Groups: Small group discussions to gauge perceptions.
   ~ Experiments: Testing different variables in controlled environments.
2. Secondary Data Collection:
   ~ Using pre-existing data from external sources.