Consumer Behaviour: Buying Motives, Decision Process and Influencing Factors Questions

Question 1

What is perception?

Accepted Answer

Perception is how a consumer selects, organises and interprets information/stimuli.

Question 2

Differentiate between rational and emotional buying motives with examples.

Accepted Answer

Rational motives are logic-based and relate to economy, quality, utility and safety. Examples: buying a water purifier for health and safety; choosing a phone for battery life and warranty.

Emotional motives are feeling-based and relate to status, pride, fashion, fear, love and enjoyment. Examples: buying a premium watch for prestige; buying branded clothes to feel confident.

In practice, many purchases involve both rational and emotional motives; marketing messages often combine both.

Question 3

Define consumer behaviour.

Accepted Answer

Consumer behaviour is the study of how individuals and groups select, buy, use and dispose products/services and the processes behind these actions.

Question 4

What is a buying motive?

Accepted Answer

A buying motive is a reason or drive that leads a consumer to purchase a product or service.

Question 5

State one example of a rational buying motive.

Accepted Answer

Quality and durability is a rational buying motive.

Question 6

What is cognitive dissonance?

Accepted Answer

Cognitive dissonance is post-purchase doubt or discomfort about whether the right choice was made.

Question 7

State one social factor influencing consumer behaviour.

Accepted Answer

Family is a major social factor influencing consumer behaviour.

Question 8

Explain the consumer decision-making process (any six steps).

Accepted Answer

Consumer decision process is the sequence of steps followed while buying. Steps (any six) are:
1) Need recognition (problem felt).
2) Information search (internal memory + external sources).
3) Evaluation of alternatives (compare brands on attributes).
4) Purchase decision (choose brand/store/payment).
5) Purchase (actual transaction).
6) Post-purchase behaviour (satisfaction/dissatisfaction and word-of-mouth).
7) Disposal (resale/recycle/replace).

For high-involvement products, information search and evaluation are more detailed and risk-reducing.

Question 9

Explain any three psychological factors influencing consumer behaviour.

Accepted Answer

Psychological factors (any three):
1) Motivation: internal drive to satisfy needs (e.g., safety, esteem).
2) Perception: how consumers interpret information; the same ad may be perceived differently.
3) Learning: behaviour changes through experience; positive experience builds repeat purchase and loyalty.
4) Attitudes/beliefs: relatively stable likes/dislikes that influence brand choice.

These factors shape how consumers think, feel and act during purchase.

Question 10

Explain any three social factors influencing consumer behaviour.

Accepted Answer

Social factors (any three):
1) Family: members play roles such as initiator, influencer, decider, buyer and user.
2) Reference groups: friends/colleagues influence preferences and brand choice.
3) Opinion leaders: experts/influencers guide others’ purchase decisions.
4) Roles and status: people buy products aligned with their role and social position.

These influences are strong in visible products and high-value purchases.

Question 11

Explain different types of buying behaviour (any three).

Accepted Answer

Types of buying behaviour depend on involvement and brand differences. Any three are:

1) Complex buying behaviour: high involvement, high brand differences (e.g., laptop, car); extensive search and evaluation.
2) Dissonance-reducing behaviour: high involvement, low brand differences (e.g., tiles/paint); post-purchase doubt is common.
3) Habitual buying behaviour: low involvement, low brand differences (e.g., salt, bread); routine purchase.
4) Variety-seeking behaviour: low involvement, high brand differences (e.g., snacks); switching for variety rather than dissatisfaction.

Question 12

Explain cultural factors influencing consumer behaviour with examples.

Accepted Answer

Cultural factors include culture, subculture and social class.

- Culture: shared values/norms influence preferences (e.g., food habits).
- Subculture: region, religion, language groups shape choices (e.g., regional festivals affecting buying).
- Social class: affects lifestyle, brand preferences and media habits.

Example: festival season and cultural traditions increase demand for clothing, sweets and gifts.

Question 13

Explain the consumer decision-making process in detail and mention how marketers can influence each stage.

Accepted Answer

Consumer decision-making process (with marketing implications):

1) Need recognition
- Consumer feels a problem/need (hunger, old phone slow).
- Marketer influence: ads highlight problems, create awareness, trigger need (e.g., 'your battery drains fast').

2) Information search
- Consumer searches information from memory and external sources (friends, internet, reviews).
- Marketer influence: provide clear website info, comparison charts, influencer reviews, demos, FAQs.

3) Evaluation of alternatives
- Consumer compares brands based on attributes (price, quality, features, warranty, service).
- Marketer influence: strong positioning, unique benefits, testimonials, ratings, trial offers.

4) Purchase decision
- Choice is finalised but affected by availability, discounts, payment and store experience.
- Marketer influence: ensure availability, provide offers/EMI, easy checkout, good retail assistance.

5) Purchase (transaction)
- Actual buying happens.
- Marketer influence: smooth delivery, packaging, quick service, multiple payment options.

6) Post-purchase behaviour
- Satisfaction or dissatisfaction; may create word-of-mouth. Cognitive dissonance possible for costly items.
- Marketer influence: after-sales service, warranty support, follow-up communication, easy returns.

7) Disposal
- Resale, replacement, recycling.
- Marketer influence: exchange offers, take-back/recycling programs.

Thus, marketers can influence the consumer journey at every step through product value and communication.

Question 14

Discuss the factors influencing consumer behaviour (psychological, personal, social and cultural) with suitable examples.

Accepted Answer

Consumer behaviour is influenced by multiple factors. A good exam answer explains each with an example:

1) Psychological factors
- Motivation: needs drive purchase (safety need → buying insurance).
- Perception: interpretation of information (same ad perceived as trustworthy or exaggerated).
- Learning: experience shapes future buying (good service → loyalty).
- Attitudes: stable preferences (brand attitude influences repeat purchase).

2) Personal factors
- Age/life-cycle: students buy budget products; families buy bulk packs.
- Occupation and income: income affects affordability and brand choice; EMI increases accessibility.
- Lifestyle/personality: fitness lifestyle → healthy food choices; personality influences brand preference.

3) Social factors
- Family roles: initiator/influencer/decider/buyer/user roles affect decisions (kids influence snacks).
- Reference groups: friends/colleagues impact brand choice (mobile brand suggestions).
- Opinion leaders: influencers and experts shape preferences (tech reviewers).

4) Cultural factors
- Culture/subculture: traditions, regional habits and festivals influence demand.
- Social class: affects lifestyle, brand and media habits.

Thus, marketers must understand these factors to design STP and marketing mix for the right customer group.

Question 15

Explain the concept of post-purchase behaviour and cognitive dissonance. How can marketers reduce dissatisfaction and dissonance?

Accepted Answer

Post-purchase behaviour refers to how consumers feel and act after buying—whether they are satisfied, dissatisfied or doubtful.

1) Satisfaction and dissatisfaction
- Satisfaction occurs when product performance matches/exceeds expectations, leading to repeat purchase and positive word-of-mouth.
- Dissatisfaction occurs when performance is below expectations, leading to complaints, returns and negative word-of-mouth.

2) Cognitive dissonance
- Cognitive dissonance is post-purchase doubt ("Did I choose the right brand?") especially for expensive/high-involvement products.
- It may occur due to conflicting information, competitor offers, or fear of making the wrong choice.

How marketers can reduce dissatisfaction and dissonance:
- Deliver product quality consistent with the promise (avoid misleading claims).
- Strong after-sales service: quick installation, service centres, customer support.
- Warranty/guarantee and easy return/refund policies reduce perceived risk.
- Follow-up communication: usage tips, onboarding videos, thank-you messages.
- Encourage reviews and user communities to build confidence.

Thus, managing post-purchase behaviour is critical for customer retention, loyalty and brand reputation.

Consumer Behaviour: Buying Motives, Decision Process and Influencing Factors

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