IGNOU MMPM-01 - Consumer Behaviour

1. How would you differentiate between organizational buying and individual buying? Taking the example of the purchase of stationery items for home use and for organizational purposes, explain the differences across the different stages of the buying decision. 2. Define personality. What are the differences between the trait and the psychoanalytic theory of personality? How do marketers apply their understandings of these theories? 3. Define the term consumer motive. Do the psychogenic motives have superiority over the physiological ones? Use examples to justify your answer. 4. What is meant by choice heuristics? What rules are commonly followed by urban consumers versus rural consumers? 5. How has online buying behaviour accentuated marketing attention towards post-purchase behaviour and customer expressions of dissatisfaction and complaints? How have online consumer reviews and feedback impacted other prospective buyers?

1. It is said that “Lifestyle marketing is a process of establishing relationships between products offered in the market and targeted lifestyle groups”. Comment on the statement and analyse which VALS type best describes you and then find an advertisement in your most frequently used media that appeals to this VALS type? 2. Distinguish between the instrumental learning and the classical learning approaches. Which of the two is more complete and why? Under what marketing situations would you seek to apply each and why? 3. How can marketers strategically use digital opinion leaders? Illustrate with examples. 4. It is often said that culture is such a pervasive and all-encompassing influence that we realize its impact when we are out of it for some period of time. Do you agree? Justify your answer on the basis of your own travel to other societies on the basis of discussion with friend who have stayed abroad for some time. 5. How does the problem recognition stage vary between a low involvement and a high involvement purchases? How can the marketers benefit from these variations?