Consumer Behavior — Question Paper

Secondary data includes existing sources like govt statistics and reports.

Non-compensatory evaluation uses strict cut-offs; poor on key attribute cannot be compensated.

Segments must be differentiable; indistinguishable segments are ineffective.

Risk-averse consumers prefer familiar brands and risk-reduction cues like warranty.

Satisfaction results when perceived performance is equal to or better than expectations.

Support, warranty and follow-up messages reassure buyers and reduce regret.

Consumers can seek remedy for unfair trade practices or defects.

Bait ads lure consumers with attractive offer, then switch them to higher priced items.

Variety seeking occurs when involvement is low but brands differ enough to encourage switching for novelty.

Retargeting follows up with users who showed interest earlier.

ABC stands for Affective (feelings), Behavioral (intent), Cognitive (beliefs).

Buyer’s regret often happens after buying expensive/high-involvement products.

Performance > expectations leads to delight.

WOM is trusted as it comes from people rather than firms.

Sampling selects a subset (sample) from the population for study.

Qualitative research explores motives, attitudes and perceptions.

Cultural customs and traditions influence buying patterns during festivals.

Interpretation involves analyzing data and drawing insights for action.

For low involvement habitual purchases, ads reinforce recall and keep brand top-of-mind.