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CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
APR2016
ASSESSMENT_CODE MK0011_APR2016
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
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
72731
QUESTION_TEXT
Explain the various sources of information available to the consumer in
making a purchase decisions.
SCHEME OF
EVALUATION
The various sources of information available to the consumer in making a
purchase decisions are:
The first source pertains to internal information and the remaining four pertain
to external information:
• Long-term memory – Source of internal information which is stored in the
long-term memory based on earlier searched, personal experiences and low
involvement learning.
• Personal source – These include family, friends, neighbours and peer
groups.
• Independent sources – Include newspapers, magazines, journals,
consumer reports and government agencies.
• Marketer controlled sources – These include advertising, sales personnel,
direct mail etc.
• Experiential sources – This refers to inspection of products or product
trial. It is the consumer's prerogative to decide how many and which sources
of information to use
Internet as a source of information
(Each component to be explained in at least 3 sentences.
(10 Marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125766
QUESTION_TEXT
Describe Sigmund Freud’s psychoanalytic theory of components
of personality.
SCHEME OF
EVALUATION
●
ID (2.5 Marks)
●
Ego (2.5 Marks)
●
Super ego (5 Marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125772
QUESTION_TEXT
Discuss different types of message appeals that are commonly used.
Give examples.
Message appeals are broadly classified
Rational appeals
Example are Ad message that promise economy, assurance of resale
value,quality, durability reliability. This ad conveys the reliability and
ease of use
Emotional appeals
Love, affection, joy, pride, humour, prestige status are some of
positive emotional appeals
SCHEME OF
EVALUATION
Fear, shame, guilt , embarrassment are negative emotions
Fear appeals
Fear is an emotional response to some threat or danger
Toothpaste, mouth wash, deodorant and a lrge number of other
products and [i]
Other services use fear appeals
Humor appeals
Humour generates feelings of amusement and pleasures
Humour attracts attention
Source credibility can be enhanced with humour