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Consumer Behavior
September 2021 Examination
1. What are membership groups and symbolic groups? How do they affect consumer behavior? Discuss 1 membership group and 1 symbolic group from your life. (10 Marks)
Answer 1.
Introduction
Among the membership, groups are tennis clubs, golf clubs, the International Tennis Federation, the International Medical Association, the International Doctors Association, and horse riding clubs. A symbolic group is a group in which a person does not gain membership even though he or she acts by the ideals, attitudes, and
2. Explain the Classical conditioning theory of consumer learning. What are its applications in marketing? Give an example of each application. (10 Marks)
Answer 2.
Introduction
Traditional conditioning theory refers to the process of learning through repeated exposure to a new situation. This is a spontaneous response to a given crisis that has been cultivated via repeated exposure. It is a behavioral theory that states that when a stimulus is combined with another inspiration, it causes a reaction comparable to the response produced when the trigger is employed alone. Suppose you are in the habit of watching television at 8 pm and eating dinner;
3 a.Explain the different adopter categories in the Innovation adoption process, taking the
Example of any innovative product of your choice. (5 Marks)
Answer 3a.
Introduction
A new product or innovation’s adoption categories separate customers into units or segments based on their willingness or interest to test or experiment with the development or innovation. It is a phrase that is used in the context of the diffusion of innovations theory. A variety of subjects, including knowledge management, complexity studies, marketing organizational studies, and
b. Take any 5 consumer personality traits of your choice and explain how they affect consumer behavior. (5 Marks)
Ans 3b.
Introduction
The significant five personality types were first developed in the 1960s, and several studies refined them in the 1990s to make them more accurate. It is a very data-driven, empirical, and robust model appropriate for the modern era. It is used by many psychologists nowadays since it aids in the development of a realistic grasp of a consumer’s personality. The purpose is to
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