1. Differentiate between organizational buying and individual buying. Explain the differences by taking the example of purchase of laptop in both the cases.
2. What is the need to study post purchase behavior of consumers? Explain its implications for the marketers of consumer durables.
3. You are the marketing manager of a company manufacturing luxury cars. Can you use Maslow’s need hierarchy theory to design promotional campaign for your product? Explain.
4. What do you understand by reference group influence? Explain the degree of reference group influence with regard to the purchase of the following products and their respective brand choice.
a) Clothes
b) Membership of health club
c) Toothpaste
5. Explain the concept of family life cycle. How do the family life cycle stages affect the consumption pattern? Give its implications for the marketer of international tour packages.
6. You are the marketer of higher end platinum jewellery. How would you identify your target segment? What segmentation approaches would you use to segment respondents and why?
7. Explain the relevance of studying Howard Sheth model of consumer behavior for a
marketer.