CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
OCTOBER15
ASSESSMENT_CODE MK0011_OCTOBER15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
18736
QUESTION_TEXT
State the meaning of ‘Behavioural theory’. Explain any two important
behavioral theories.
SCHEME OF
EVALUATION
Behavioural Theory
( 2 marks)
Behavioural learning theories are sometimes also referred to as
connectionist or stimulus
response theories. Behavioural theories are based on stimulus response
(S-R) orientation and the belief is that learning occurs through the
connection between the stimulus and a response. When an individual
responds in a predictable manner to a known stimulus, the person is said
to have “learned.” Two important behavioural theories, classical
conditioning (also called respondent conditioning) and instrumental
conditioning (also called operant conditioning) are of great relevance to
marketing.
Classical conditioning
( 6 marks)
Classical conditioning pairs one stimulus with another that already elicits
a given response and over a period of repeated trial, the new stimulus
will also start causing the same or quite similar response.
Two factors are important for learning to occur through the associative
process. The first is contiguity (conditioned stimulus and unconditioned
stimulus must be close in time and space). The second factor is the
repetition (the frequency of association). The more the frequency of
unconditioned and conditioned stimuli occurring together, the stronger
the association between them will develop.
Three basic concepts important for understanding consumer Behaviour:
repetition, stimulus generalization and stimulus discrimination.
Repetition
Repetition is believed to work by strengthening the bond of association
and thus slowing the process of forgetting. Learning follows a pattern,
which is known as learning curve. In a typical case, the rate of learning
is quite rapid in the early stages. In later stages, as the amount learned
accumulates, the rate of learning per repetition decreases. This shows
that there is a limit to the amount of repetition that will aid learning and
beyond a limit, the attention and the rate of learning will decline.
Stimulus generalization
Stimulus generalization occurs when two stimuli are seen as similar and
the effects of one, therefore, can be substituted for the effects of the
other.
As an increasing number of new products are introduced in the market,
consumers use stimulus generalization from past experience to put them
in categories. Some local or marketers make use of this principle
generalization by using nearly look-alike packaging for their products so
that they resemble some well-known brands in appearance.
Product line extension is the strategy of introducing variations of the
same product.
Product form extension means that the same product is available in
different physical forms such as Dettol soap cake and Dettol liquid soap.
Product category extension is diversifying into producing products in
different categories and using the same established brand name.
Family branding refers to the practice of marketing the entire product
mix of a company under the same family brand name.
Stimulus discrimination
Stimulus discrimination is just apposite to stimulus generalization.
Unlike reaction to similarity of stimuli, discrimination is a reaction to
differences among similar stimuli.
Instrumental conditioning (Operant conditioning) ( 2 marks)
Instrumental conditioning also involves developing association between
stimulus and response but requires the subject to discover a correct
response that will be reinforced. Any response elicited is within the
conscious control of the subject.
With regard to consumer behaviour, instrumental conditioning suggests
that most learning takes place by means of a trail-error process and
consumers experience more satisfying results (outcomes or rewards) in
case of some purchases than others.
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
125765
QUESTION_TEXT
What conditions must exist for market segmentation to be
meaningful?
SCHEME OF
EVALUATION
●
Identification (2.5 marks)
●
Sufficiency (2.5 marks)
●
Stability (2.5 marks)
●
Accessibility (2.5 marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125767
QUESTION_TEXT
Describe the four components of learning.
●
Motivation (2.5 Marks)
●
Cues (2.5 Marks)
●
Response (2.5 Marks)
●
Reinforcement (2.5 Marks)
SCHEME OF EVALUATION
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125768
QUESTION_TEXT
Describe the 4 strategies based on Fishbien’s multi-attribute model
considered to change attitude.
●
By changing the values consumers place on product attributes
(2.5 marks)
SCHEME OF
EVALUATION
●
By changing consumers’ brand beliefs (2.5 marks).
●
By changing brand evaluations (2.5 marks).
●
By changing behavioural intentions (2.5 marks).
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125770
QUESTION_TEXT
Explain the VALS with suitable examples describing each type of
consumer
Stanford Research Institute developed a popular approach to
psychographic segmentation called
Values and Lifestyles (VALS)
According to it VALS has 2 dimensions
*
*
Primary motivations
Resources
5 marks
SRI has identified 3 basic motivations
SCHEME OF
EVALUATION
*
Ideals
*
Acheivement
*
Self-expression
Various lifestyle of consumers based are
*
Innovators
*
Thinkers
*
Believers
*
Strivers
*
Survivors
*
Experiencers
*
Makers
5 marks