Consumer
Behaviour
1.
What is Consumer Ethnocentrism? What could be the key differences between
consumers who are Ethnocentric and Non-Ethnocentric? Using the example of
automobiles can you connect which customer segments would exhibit Ethnocentrism
and Non-Ethnocentrism.
2.
What are Rituals in the context of consumer behavior? How do Rituals create
value for both marketers and consumers? Explain with examples 5 different kinds
of rituals common in India and what kind of products / services are purchased
during those rituals.
3.
Answer the following
a.
What are Culture and Subculture? Identify any 4 distinct types of Sub-cultures
that exist in India and determine which product/service purchases do they
influence.
b.
What is Family Life Cycle? Take the following 5 different stages of the Family
Cycle viz. Bachelor I, Young Couple, Full Nest I, Full Nest II & Older
Couple – explain what each of these stages is in the Family Life Cycle and list
down at least 3 different product categories which families at each of these
stages would prefer to buy. [Please note you have identified 3 product
categories for each stage of the Family Life Cycle].
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