Post on 29-Jul-2015
Q. Define perception?
Perception: perception is the process through which one gathers, processes, and interrupts information from the environment.
Q. What are the Factors that affect Perception?
1. Stimulus Factors affecting perception: a. Color and contrast: Color
perception involves subjective judgment.
b. Size: Large sizes tend to attract greater attention than small.
c. Intensity: Intensity, loudness of sounds or brightness of colors gains attention.
d. Movement:
e. Isolation: Centering a small object in a virtually blank page draws the eye to it immediately.
2. Individual Response Factors affecting perception:
a. Interest b. Attention c. Needs d. Memory e. Values f. Cognitive set
Q. How perception affect consumer purchase decision?1.Perceptual cues: Cues are stimulus associations, or symbols that influence
perception of a given stimulus. Consumers use cue like store names, brand names, packaging and price to help them make buying decisions.
2.Perceptual Selectivity: Consumer actually perceives only seventy six advertising
messages each day and responds to perhaps a dozen. The process of coping with the dazzling number of stimuli around us by perceiving only some of them is known as perceptual selectivity. It is influenced by an individual’s need, interests, values etc.
3.Perceptual Organization: Perceptual stimuli are meaningful if we organize them. Thus once some stimulus has gained our attention, we struggle to organize it, to resolve it ambiguity, through our personal frame of reference. For Example: ad of a tire using the picture of a Rhino.
4.Perceptual Thresholds: A threshold is a point of minimum stimulus needed to produce perception. In the case of hearing, there is also an upper threshold, a limit above which sound is not perceived.
Q. Define trait theory?
Trait theory (also called dispositional theory) is an approach to the study of human personality. Trait theorists are primarily interested in the measurement of traits, which can be defined as habitual patterns of behavior, thought, and emotion.
Q. how personality traits can be measured?
Behavioral Observation InterviewingProjective TestsPersonality Questionnaires
Q. What is the implication of trait theory in consumer behavior? Consumer purchase products to reflect their personality. The
type of house, cloth, appliances, automobile, jewelry people buy may reflect their personality. Marketer, therefore develop their products and advertising and promotional campaign keeping in mind in their personality types of their target consumer.
Personality traits may help marketers predict the type of cloth people may wear, automobiles they drive, and shops they prefer to buy. Marketing interest in the personality is the based on the assumption that, in spite of their uniqueness as individuals, member of groups and aggregates may possess is given trait or type in common with each other.
Q. Define attitude?
Attitude can also be defined as a predisposition toward some aspect of the world that is positive or negative.
Attitudes refer to inclinations or tendencies we hold toward various products or services and the places where we buy them.
Q. what are the factor that change attitude?
1.Change Affect Classical conditioning
“Pairing” the brand or product with desired stimulus—e.g., a car with a beautiful woman
Attitude toward the adA likable ad for a brand in a mundane product
category—e.g.,Energizer BunnySnuggles (fabric softener)
Mere exposure
2.Change behavior (e.g., sampling)– Attitudes are inferred from behavior (e.g., I buy the
product I must like it or It must be good)3.Change Belief Component
– Change existing beliefs• Difficult• Advertiser’s motives are suspect
– Change importance of attributes– Add beliefs– Change ideal (fashion)
Q. How attitude can be measured?
1. Scaling Techniques of Attitude measurement: a. The Thurstone Scale: In Thurstone’s method of
equal-appearing intervals, a group of statements about some given topic (detergents’ effects on ecology) is arranged on an attitude continuum from least favorable (category 1) to most favorable (category 11).
b. The Likert Scale: This scale enables consumers to
choose from five degrees of agreement with a large number of positive and negative statements expressing attitudes about some topic. These are: strongly agree, agree, undecided, disagree, and strongly disagree.
2. Longitudinal analysis Method of Attitude measurement:
This method lets researchers’ measure attitude shifts over a period of time. This approach permits gauging of attitude change and patterns of brand loyalty (or disloyalty).
Q. How social class can be measured?
1. The Reputational technique: means inviting people to rank the social positions of their neighbors.
2. The Subjective approach: asks individuals to rank themselves with respect to social class.
3. Objective methods: include single and multiple item indexes.
3. a. The Single item variety rates individuals along single dimension such as occupation.
3.b. Multiple item approach ranks individuals according to occupation, source of income, type of house and dwelling area.
Q. Briefly describe the types of subculture?
Types of subculture:
1.Ethnic subculture (nationality based)
2.Religious subculture [ (Muslim- sunni, kurdi)
(Atheist- Religious atheist, non-religious atheist)]
3.Regional subculture( Dhaka, comilla )
4.The subculture of senior citizen (60+age)
5.The single Subculture (unmarried individual)
6.Subculture of the poverty and many more.
Q. Define family?
Cooley describes the family as one type of primary group characterized by face to face association and cooperation… fundamental in forming the social nature and ideas of the individual. In such a group, relationships ideally are marked by mutual commitment, intimacy, and affection.
Q. How children play role in Family purchase decision?
Children affect family consumption in a number of ways.
1. They are expensive dependents whose long-term needs must be anticipated and provided for until they are able to support themselves.
2. Older children are key family members whose preferences are usually taken into account when major purchases are contemplated.
3. Children are independent consumers themselves, buying specific kinds of products on their own. The range of these purchases becomes larger and more diverse as children grow older.
Q. Briefly describe family life cycle? Potential Family Life Cycle Stages
YOUNGSINGLE
BLENDED
SINGLE PARENT
FULL NEST I/II/III
EMPTY NESTI/II
OLDERSINGLE
YOUNGCOUPLE