CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
SMUAPR15
ASSESSMENT_CODE MK0011_SMUAPR15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
18735
QUESTION_TEXT
What do you mean by perceptual selection? Explain the different
concepts.
SCHEME OF
EVALUATION
Perceptual Selection
( 3 marks)
Human beings, subconsciously, are quite selective in their perception.
Every day we look at so many things, ignore others and do not even
notice many others. We really perceive only a very small fraction of
stimuli to which we are exposed. In a marketplace, a consumer is
exposed to numerous marketing-related stimuli besides numerous
others. Even then, on a regular basis, consumers visit the market and
make desired purchases without any disorientation or losing sanity.
The reason is that we all unconsciously exercise selectivity in
perception. The selectivity of stimuli depends on consumer’s
previous experience and motives, besides the nature of stimulus itself.
One or more factors related to experience and motives affect
consumers ‘selective attention’ at a given time and can increase or
decrease the probability that a certain stimulus will be perceived.
Concepts
( 7 marks)
Stimulus factors
There are numerous marketing-related stimuli that affect consumers
perception, such as type of product, physical characteristics,
packaging, colour, brand name, advertisement, claims endorser, size
of ad, position of ad or time of commercial etc. The product and its
components such as package, contents and physical properties etc. are
primary or intrinsic stimuli, while marketing communications
developed to influence consumer behaviour are secondary or
extrinsic stimuli.
Expectations
People generally see what they expect to see and this expectation is
based on familiarity and previous experience. Consumers often
perceive products and product attributes according to their
expectations. If a consumer has been expecting a new soft drink to
have bitter aftertaste because the friends said so, probably it would
taste bitter.
Selective exposure
Exposure occurs when consumer’s senses are activated by stimulus.
Consumers are attentive to stimuli that are relevant, pleasant or
towards which they may be sympathetic and ignore unpleasant and
painful ones. For instance, a consumer who is contemplating the
purchase of a scanner is more likely to look for scanner ads and
tobacco users avoid messages that like it with cancer and take note of
those few that deny any relationship.
Selective attention
Attention is the momentary focusing of a consumers cognitive
capacity on a particular stimulus. Consumers have increased
awareness of stimuli that are relevant to their felt needs or interests
and decreased awareness of irrelevant stimuli. They would readily
notice ads of products that they need or want.
Adaptation
Adaptation refers to gradual adjustment to stimuli to which
consumers are exposed for prolonged periods. Because of adaptation,
consumers do not notice the stimuli to which they have become
adjusted.
Perceptual vigilance and defense
Even when consumers are exposed to stimuli they do not want to see
or hear, they unconsciously ignore such undesirable stimuli.
Perceptual defense is more likely in anxiety-producing situations.
Because of this reason, unpleasant, damaging or threatening stimuli
have less of a chance to be perceived compared to neutral stimuli at
the same level of exposure.
Perceptual blocking
Consumers are exposed to innumerable stimuli in a typical day. They
protect themselves from being overwhelmed and overburdened by
blocking such numerous stimuli from their conscious awareness. For
instance consumers screen out enormous amounts of TV advertising
by ‘tuning out.’
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
18737
QUESTION_TEXT
Explain in brief the different types of reference groups and nature of
reference groups.
SCHEME OF
EVALUATION
Reference Groups
( 1+2+2 =5 marks)
An individual can be a member of a reference group such as the
family and would be said to be part of a membership group. This
same individual may aspire to belong to a cricket club and would be
said to be a part of an aspiration group. A disclaimant group is one to
which an individual may belong to or join and then reject the groups
values. An individual may also regard the membership in a specific
group as something undesirable and to be avoided. Such a group is a
dissociative group.
Types
Membership groups
Positive reference groups are important and classified as primary or
secondary and formal and informal. If a person maintains regular
contact with family members, friends and business associates, all
those individuals constitute a primary group. People, who meet less
frequently such as those who meet during morning walk or club
members. From the marketers point of view, primary groups are more
important because they influence consumers product beliefs, tastes
and preference and have a more direct effect on buying behaviour.
Research supports the view that members of primary groups are more
likely to buy the same brands.
Aspiration groups
Non-membership groups, with a positive attraction, are called
aspiration groups and exert a strong influence.
1.Anticipatory aspiration groups: These are groups that an individual
anticipates to join at some future time. The individual, generally, has
some direct contact with such group(s).
2.Symbolic aspiration groups: The individual admires these groups
but is unlikely to join them despite acceptance of the group’s beliefs
and attitudes.
Nature of Reference Groups :
( 5 marks)
Reference groups establish certain norms, roles, status, socialization
and power. These characteristics exert their influence on consumers:
1.Norms are generally defined rules and standards of behaviours that
the group establishes.
2.Values are shared beliefs among group members regarding what
behaviours are appropriate or inappropriate.
3.Roles refer to functions that an individual assumes or that the group
assigns to her/him to accomplish group objectives.
4.Status is the achieved or ascribed position that the individual
occupies within the group’s hierarchy.
5.Socialization refers to the process by which new members learn the
group’s system of values, norms and expected behaviour patterns.
6.A group’s influence on its member’s behaviour is closely related to
its ‘power’. Power may be of following types:
i.Reward power refers to the group’s ability to reward the individual.
ii.Coercive power relates to the power of the group to use
disapproval, withholding rewards, or iii.even punishing the
individual.
iii.Expert power influences the results from the experience, expertise
and knowledge of the individual or group.
iv.Referent power flows from the feeling of identification that the
individual has with the members of the group.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
18739
QUESTION_TEXT
What are the consumer behavior principles? How they are helpful in
marketing?
SCHEME OF
EVALUATION
Consumer behavior principles are applied in many areas of marketing
they are;
1.Analyzing market opportunity: Consumer behavior study helps in
identifying the unfulfilled needs and wants of consumers. This
requires examining the trends and conditions operating in the
marketplace, consumers’ lifestyles, income levels and emerging
influences This may reveal unsatisfied needs and wants. (4 marks)
2.Selecting target market: A review of market opportunities often
helps in identifying distinct consumer segments with very distinct and
unique wants and needs. Identifying these groups, learning how they
behave and how they make purchase decisions enables the marketer
to design and market products or services particularly suited to their
wants and needs. (3 marks)
3.Marketing mix decisions: Once unsatisfied needs and wants are
identified the marketer has to determine the right mix of product,
price, distribution and promotion. Here too consumer behavior study
is very helpful in finding answers to many perplexing questions. (3
marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
72729
QUESTION_TEXT
Explain the various characteristics of culture.
SCHEME OF EVALUATION
The the various characteristics of culture are:
1. Culture is cultivated
2. Culture is learned
3. Culture is shared
4. Culture satisfies needs
5. Points of similarities and difference across cultures
6. Culture is dynamic
(10 Marks)
QUESTION_T
DESCRIPTIVE_QUESTION
YPE
QUESTION_ID 125773
QUESTION_T
Explain briefly the dimensions of personality
EXT
The personality of a brand can be divided into
Sincerity of the brand:
The image of the brand as being down to earth, very honest and
cheerful. Brands that are sincere always fulfill their promises. Consumers
SCHEME OF
can be sure to get the desired benefits out of them. Some brands such as
EVALUATION
Himalaya and Hero Honda Passion are viewed as sincere brands, as
people trust these brands and they never disappoint
consumers
Excitement:
There are some brands that show their image as being daring, imaginative
and spirited. These brands target adventurous people and people with
hedonic motives who want to experiment. Brands like mountain dew and
Bajaj pulsar are related to this personality type, where people are shown
during amazing stunts that pumps excitement in
consumers.
Compet
ence:
These are the types that are reliable, intelligent and successful. These
brands are most trusted and they have an association with the
consumers. They are said to be very consumer-oriented and they know
what their consumers want. They are promoted in such a way that their
core competencies and success stories are evident in consumer
experiences.
Sophistication:
These brands have an upper-class connotation attached to them. They are
charming and most people aspire to own such brands. These brands have
an image of being classy and
glamorous.
Ruggedness:
These are brands that have a very western and masculine image. They are
considered to be tough and outdoorsy. They are connected with men or in
some cases women, with strong personalities.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125775
QUESTION_TEXT
Write a note on McGuire's classification of motives.
Cognitive preservation of motives
Cognitive growth motives
SCHEME OF EVALUATION
Affective preservation motives
Affective growth motives