DBB3101 CONSUMER BEHAVIOUR BBA 5

Description

SESSION	JULY-AUG 2025
PROGRAM	BACHELOR OF BUSINESS ADMINISTRATION (BBA)
SEMESTER	V
COURSE CODE & NAME	DBB3101 CONSUMER BEHAVIOUR

 

 

Assignment Set – 1

 

 

1. Elucidate the role of consumer behaviour in Marketing. 10       

Ans 1.

Consumer behaviour refers to the study of how individuals, groups, and organizations select, purchase, use, and dispose of goods and services to satisfy their needs and desires. It helps marketers understand the reasons behind consumer choices, preferences, and buying patterns. In today’s dynamic marketplace, understanding consumer behaviour is crucial because it forms the foundation for developing effective marketing strategies.

Understanding Consumer Needs and Wants

The success of any marketing

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2. Explain two personality theories. 5+5

Ans 2.

Personality influences how consumers perceive brands, make decisions, and express themselves through consumption. It represents the psychological characteristics that shape individual responses to the environment. In marketing, personality theories help understand consumer motivations and predict purchasing behaviour. Two important personality theories—Freudian Theory and Trait Theory—are widely used to interpret consumer behaviour.

Freudian Theory of

 

3. Differentiate between consumer behaviour of Indian and Global consumers with examples. 10

Ans 3.

Consumer behaviour varies significantly across countries due to differences in culture, lifestyle, economic development, and social values. Indian consumers, shaped by collectivist traditions and diverse income groups, differ from global consumers who often exhibit individualistic and experience-oriented preferences. Understanding these distinctions helps multinational companies tailor products and marketing strategies effectively.

Cultural Influences

Indian consumers are

 

 

 

Assignment Set – 2

 

4. Explain the consumer buying process. 10

Ans 4.

The consumer buying process refers to the sequence of steps a consumer goes through before, during, and after purchasing a product or service. It provides marketers with insights into how buyers think, evaluate options, and make final decisions. Understanding this process enables organizations to develop effective marketing strategies that meet consumer expectations and improve satisfaction.

1. Need Recognition

The buying process begins

 

5. Write Short Notes on the following:
6. Differential Threshold
7. Subliminal Perception 5*2

Ans 5.

(a) Differential Threshold

The differential threshold, also known as the just noticeable difference (JND), refers to the minimum level of change in a stimulus that a consumer can detect. It determines how much difference must exist between two stimuli for the change to be noticeable. In marketing, this concept is vital for pricing, packaging, and product modifications.

For example, if a brand increases the price of a product slightly, it must ensure that the increase stays within the

 

 

6. Discuss the Howard-Sheth Model of Consumer Decision Making Process. 10

Ans 6.

The Howard–Sheth Model, developed by John Howard and Jagdish Sheth in the 1960s, is one of the most comprehensive frameworks explaining consumer decision-making behaviour. It integrates both psychological and social factors to explain how consumers make purchasing decisions, especially for complex and high-involvement products. The model emphasizes the interaction between inputs, perceptual and learning constructs, and outputs that together shape buying behaviour.

1. Input Variables

The model begins with