Consumer Behavior

If you are looking for a job in Consumer Behavior. Then checkout these most asked Interview questions on Consumer Behavior, which can help you to ace the job interview.

Q.1 What are Emotional Product Motives?

Emotional Product Motives are those impulses which persuade the consumer on the basis of his emotion.

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Q.2 What are the Rational Product Motives?

Rational Product Motives are defined as those impulses which arise on the basis of logical analysis and proper evaluation.

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Q.3 What are the Patronage Motives?

Patronage motives may be defined as consideration or impulses which persuade the buyer to patronage specific shops.

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Q.4 What are the two types of Patronage Motives?

1. Emotional Patronage Motives 2. Rational Patronage Motives

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Q.5 What are the emotional Patronage Motives?

Emotional Patronage Motives are those that persuade a customer to buy from specific shops, without any logical reason behind this action.

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Q.6 What are the Rational Patronage Motives?

Rational Patronage Motives are those which arise when selecting a place depending on the buyer satisfaction that it offers a wide selection, it has latest models, offers good after-sales service etc.

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Q.7 What is the need to study Consumer Behaviour?

It is essential for marketers to understand consumers to survive and succeed in this competitive marketing environment.

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Q.8 What is the difference between Organisational Buyer and Individual Buyer?

The obvious difference is that, instead of purchases being made for individual consumption industrial markets are made for business use.

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Q.9 What are the characteristics of a buyer?

1. Many individuals or group involvement is seen in decision making process. 2. Organisational buyers are quite knowledgeable and professional. 3. The buying motive is mostly rational than individual buyer.

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Q.10 What is Consumer Involvement?

A consumer who is highly involved with a product would be interested in knowing a lot about it before purchasing.

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Q.11 What are the types of Involvement?

1. Situation 2. Enduring

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Q.12 Explain Situational involvement?

Situational involvement is temporary and refers to emotional feelings of a consumer, experiences in a particular situation when one thinks of a specific product.

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Q.13 Explain Enduring involvement?

Enduring involvement is persistent over time and refers to feelings experienced toward a product category across different situations.

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Q.14 What is Processing of information?

Processing of information means knowledge of comprehension, extent of cognitive elaboration, and the extent of emotional arousal of information as discussed below.

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Q.15 What is depth of comprehension?

Highly involved customers tend to process product information at deeper levels of understanding than the ones with low involvement.

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Q.16 What is extent of cognitive elaboration?

Highly involved consumers tend to generate cognitive responses either in support of the product information or against the information provided by the marketers.

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Q.17 What is Information Transmission?

Transmission of information is the extent to which greatly involved customers send information about the product to others.

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Q.18 What are the models of consumer involvement?

1. Low Involvement Learning Model 2. Learn-Feel-Do Hierarchy model 3. Level of Message Processing Model 4. Product versus Brand Involvement Model

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Q.19 What is Low Involvement Learning Model?

Low Involvement products are those which are at low risk, perhaps by virtue of being inexpensive, and repeatedly used by consumers.

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Q.20 What is Learn-feel-do Hierarchy Model?

The learn-feel-do hierarchy is simple matrix that attributes consumer choice to information, attitude, and behaviour issues.

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Q.21 What is High Involvement / High Thinking?

Purchases in first quadrant require more information, both because of the importance of the product to the consumer and thinking issues related to the purchases. Major purchases such as cars, houses and other expensive and infrequently buying items come under this category.

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Q.22 What is the High Involvement / High Feeling?

The purchase decisions in second quadrant involve less of information than feeling. Typical purchases tied to self-esteem- jewelry, apparel, cosmetics and accessories come under this category.

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Q.23 What is Low Involvement / Low Feeling?

The purchases in this quadrant are motivated primarily by the need to satisfy personal tastes, many of which are influenced by self-image. Products like news paper, soft drinks, Liquor etc., fall under this category.

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Q.24 What is Low Involvement / Low thinking?

It involves less in thinking and more of habitual buying. Products like stationery, groceries, food etc., fall under this category.

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Q.25 Product or particular brand, consumer types can be divided into four categories. List them?

1. Brand Loyals 2. Information Seekers 3. Routine Brand Buyers 4. Brand Switching

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Q.26 What is Brand Loyals?

These consumers are highly involved with both the product category and with particular brand. For example, cigarette smokers and paper readers fall in this category.

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Q.27 Who are Information Seekers?

These buyers are involved more with product category but may not have preferred brand.

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Q.28 Who are Routine Brand Buyers?

These consumers are not highly involved with the product category but may be involved with the particular brand with in that category.

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Q.29 What is Brand Switching?

Consumers in this category have no emotional attachment either with product category or any brand with in it. They basically respond to price.

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Q.30 What are the steps in Decision making Process?

1. Need Recognition 2. Information Search 3. Evaluation of Alternatives 4. Purchase Decision 5. Post-Purchase Behaviour

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Q.31 What is the need recognition?

When a person has an unsatisfied need, the buying process begins to satisfy the needs. The need may be activated by internal or external factors.

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Q.32 What is the evaluation of Alternatives?

1. A product is viewed as a bundle of attributes. These attributes or features are used for evaluating products or brands. For example, in washing machine consumer considers price, capacity, technology, quality, model and size. 2. Factors like company, brand image, country, distribution network and after-sales service also become critical in evaluation. 3. Marketers should understand the importance of these factors to consumers of these factor to consumers while manufacturing and marketing their products.

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Q.33 What are the Consumer Decision rules?

1. Compensatory Decision Rules 2. Noncompensarory Decision Rules

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Q.34 What are the Noncompensarory decision rules?

Noncompensatory rules do not allow consumers to balance positive evaluation of a brand on one attribute against negative evaluation on some other attribute.

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Q.35 How many types of Noncompensatory rules?

1. Conjunctive Decision Rule 2. Disjunctive Rule 3. Lexicographic Decision Rule

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Q.36 What is Disjunctive Rule?

It is the ‘mirror image’ of conjunctive rule. The consumer establishes a separate minimally acceptable cut off level for each attribute. In this case if an option meets or exceeds the cut off establishes for any one attribute it is accepted.

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Q.37 What are the levels of Consumer Decision Making?

1. Extensive Problem Solving ( EPS ) 2. Limited Problem Solving ( LPS ) 3. Routine Problem Solving ( RPS )

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Q.38 What is Economic or Marshallian Model?

According to this theory the consumers are assumed to be rational and conscious about economic calculations.

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Q.39 What is Extensive Problem Solving ( Eps )?

When consumers buy a new product it mostly involves the need to gain substantial information and a long time to choose. They must form the concept of a new product category and determine the criteria to be used in choosing the product or brand.

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Q.40 What is Routine Problem Solving ( Rps )?

When consumers have already purchased a product or brand , they require little or no information to choose the product. Consumers involved in habitual and automatic purchases.

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Q.41 What is the Sociological Model?

According to this theory the individual decision and behaviour are quite often influenced by the family and the society. He/she gets influenced by it and in turn also influences it in its path of development.

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Q.42 What is the Howard Sheth Model?

The Howard - Sheth model shows the processes and variables influencing the buyer behaviour before and during the purchase. It emphasizes three key variables- perception, learning and attitude formation.

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Q.43 What are the characteristics of Culture?

1. Culture is learned. 2. Culture regulates society. 3. Culture makes life more efficient 4. All members follow same norms. 5. Culture is adaptive. ·Culture is environmental. 6. Multiple cultures are nested hierarchically.

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Q.44 What is Power Distance?

Power distance reflects the degree to which a society accepts inequality in power at different levels in organisations and institutions.

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Q.45 How would you differentiate between consumer versus customer?

‘Customer’ refers to person who customarily or regularly purchases particular brand, purchases particular company’s product, or purchases from particular shop. For example a person who shops at Big Bazar Stores or who uses Titan watches is a customer of these firms. On the other hand the ‘consumer’ is a person who generally engages in the activities - search, select, use and dispose of products, services, experience, or ideas.

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Q.46 How do you define consumer motives?

Any consumer has a motive for purchasing a particular product. Such that motive can be defined as a strong feeling, urge, instinct, desire or emotion that makes the buyer to make a decision to buy. Consumer building motives can be defined as ‘those influences or considerations that provide the impulse to buy, induce action or determine choice in the purchase of goods or service. Such that these motives are generally controlled by economic, social, psychological influences and more.

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Q.47 Why is there a need for conducting a consumer behaviour study?

Consumer behaviour study not only helps companies as well as consumers themselves. Since it becomes crucial for marketers to understand consumers to survive and succeed in this competitive marketing environment. Some of the prominent reasons to conduct consumer behaviour stud are - 1. Help oneself to better appreciate its contributions 2. Helps to understand consumer in day-to-day functioning of the organization. 3. Helps to reveal its usage in our life style.

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Q.48 What do you understand by buyer's characteristics?

Some of the distinguishing features of buyer characteristics are - 1. Most individuals or group involvement is observed in decision making process. 2. Organisational buyers are quite knowledgeable and professional. 3. Buying motive is mostly rational than individual buyer.

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Q.49 What are the effects of consumer involvement?

Having involvement with the product makes consumers process product-related information more readily available. Such that the information being captured is processed thoroughly, so that it is retained for a longer time period. Due to which the consumers end to become emotionally high and tend to engage in extended problem solving and word- of-mouth communications. The overall consumer involvement result into following 3 categories - 1. Search for information 2. Processing information 3. Information transmission

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Q.50 How many kinds of consuming entities exist?

There are 2 kinds of consuming entities.

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Q.51 Whom does the “pendulum effect”, affects?

It affects the Buyer Chain.

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Q.52 How many needs are listed by Maslow’s theory?

There are 5 basic human needs as listed by Maslow's theory, these are Physiological needs, Safety needs, Love and belongingness needs, Esteem needs and Self-actualization needs.

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Q.53 What are the major applications of the attribution theory?

The major applications are:
1. Assess sales promotions
2. Resolve product problems
3. Develop believable ads

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Q.54 What is the first step as per the Consumer Information Processing Model?

The first step is Problem Recognition.

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Q.55 What is Consumer Behaviour?

Consumer Behaviour is the study of individuals, or organisations and the processes consumers use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs and its impact on the consumer and society.

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Q.56 What is the difference between Customers and Consumers?

The term ‘customer’ is specific in terms of brand, company, or shop. It refers to person who customarily or regularly purchases particular brand, purchases particular company’s product, or purchases from particular shop. Whereas the ‘consumer’ is a person who generally engages in the activities - search, select, use and dispose of products, services, experience, or ideas.

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Q.57 What are Consumer Motives?

Consumer motives are defined as ‘those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods or service. These motives are generally controlled by economic, social, psychological influences etc.

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Q.58 What are the motives that Influence Purchase Decision?

1. Product Motives 2. Patronage Motives

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Q.59 What are the Product Motives?

Product motives are defined as those impulses, desires and considerations which make the buyer purchase a product.

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Q.60 What are the two types of Product Motives?

1. Emotional Product Motives 2. Rational Product Motives

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