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Q1. Consumer Research is central to the success of a marketing strategy. Critically examine the above statement in
the light of the present business environment in India.
A. Consumer Research
Consumer Research is the systematic collection and analysis of consumer information for the purpose of important
decision making in marketing.
Consumer Research plays an important role in marketing process, helps in consumer measurement, market
potential, sales forecast, each element like product mix distribution mix, price effectiveness of an advertisement
campaign, consumer acceptance of a product. In the fiercely competitive situation, it is extremely critical for an
organization to monitor the customer satisfaction on a regular basis.
Consumer Research has become extremely relevant especially in the present business scenario and the reasons can
be stated as under:
1) To day’s business decisions are extremely complex and a large number of variables are involved.
2) Globalization and liberalization has intensified competition and survival of an organization is at stake.
3) Optimization at all levels to reduce costs. An organization need to know the areas, which offer cost reduc5tions
without affecting the consumer expectations.
4) Employees and shareholders are becoming increasingly aware of their rights to participate in decision-making
process.
5) The tools used for research has increased and organizations are increasingly participating data mining.
Marketers are often interested in knowing the feedback of consumers. As it has been discussed earlier the study of
Consumer Research is extremely important for the formulation of marketing strategies. A marketer would be
interested in knowing the answers to following questions:
How do consumers interpret information about marketing stimuli such as products, stores and advertising?
How do consumers choose from among alternative product classes, products and brands?
Q.2. Define and explain the meaning of ‘Attitude”. Explain in brief the factors affecting the relationship between
Attitude, Belief, and Behaviour. Explain the two theories of Attitude.
A. A learned orientation or disposition, toward an object or situation, which provides a tendency to respond favourably
or unfavourably to the object or situation.
Attitude is a combination of beliefs of consumers about the product attributes and the evaluation of these attributes as
being beneficial or not.
Lack of involvement
If the involvement of an individual in a particular issue is low, then the relationship between attitudes and behaviour is
also low.
Theories of attitude
Congruity Theory
This theory was developed by C.E. Osgood and P.H. Tannenbaum, is build on the notion of positive and negative
attitudes and adds the concept of attitude strength. Congruity exists when a source and concept are positively
associated have exactly the same evaluations.
This theory helps to rate attitude on a quantitative scale from – 3 (highly unfavourable to + 3 (Highly favourable) with
a middle zero point. In order to obtain congruity one should take into account the direction as well as the strength.
Illustrate this theory with our earlier example of a salesman of microwave oven. Suppose that we are convinced that
the microwave is good and will meet our needs well, a rate of +3 may be given. However, if we develop a slight
unfavourable for the salesman, a rating of –1 will be given. According to the congruity theory, the final attitude
towards the oven is the differences between the two ratings, which in this case will be +1, the mid point between –1
and +3.
Sales Man
Microwave oven
The person
Other person and
Object
There are two generic types of relationships that exist between the elements. They are (1) linking or sentiment
relations and (2) unit relations.
Both the relations can be positive or negative. In a three-element system, balance will exist if all three relations are
positive or if two are negative and one is positive. Conversely, imbalance exists if all three are negative or if two
relations are positive and one is negative people have a tendency to perceive others and objects linked to them such
that the system is balanced. This theory is useful to marketers to find ways to communicate better.
Balanced situations
--
++
Object Object
AB
(Person) (Person)
a salesman of a microwave oven has approached you for selling it to you. The process will have three stages, which
are as under:
Stage – I
In the first stage the salesman show you the leaflets and understands you needs. He then matches the benefits of the
product with your needs, which leads to a positive attitude build by the trust you place on him.
Stage – II
After the sales talk you may either form a positive or negative opinion about the salesman. If you are favourable
towards the salesman to achieve stability you will also form a positive opinion about the oven. If you are unfavourable
towards the sales man you will also be unfavourable towards the oven.
Q. 10. Explain the characteristics of Organizational Buyers, State the factors affecting organizational buying
behaviour and clearly differentiate between organizational buying and individual consumer buying behaviours.
A. Organizational Buying differs largely from consumers buying. One of the salient features of organizational buying
is that it is basically a rational buying process. This means that organizational buying is based purely on utilitarian
concept. There is nothing called hedonic buying. By principle, organizational buyers do not bring in emotions in their
buying process and as such emotional appeals do not make any impact on their buying process.
Organizational Factors
Interpersonal factors
The buying Center: Comprises of those people who interact during the buying process (Decision makers)
Geographical concentration
Organizational buyers are concentrated in specific locations. Such concentration can be due to number of reasons
like infrastructure availability, nearness to port, and closeness to raw material supply points.
Fluctuating demand
Organizational buyers do not have uniform demand. This is because the demands are directly related to consumer
demands. In India for example the industrial demand goes up just before the festival season.
Q.12. Define consumer learning Explain the various components of learning process.
A. Consumer learning: Learning is defined as a permanent change in the behavior of consumer as a result of past
experience.
Learning involves change in behaviour. It is a process it can occur by increase in knowledge through reading of
books, articles, observation, and thinking and through discussions.
Everyday an individual receives a variety of stimulus inputs. When a specific stimulus becomes associated with a
specific response in a sufficiently permanent manner then the occurrences of the stimulus tends to bring a particular
responses. The components are as under:
Drive
Drive is said to be a strong stimuli that forces action. The drive arouses in an individual an urge to respond to the
stimuli and thus forms the basis of motivation. One needs to differentiate motive from a drive.
Cues
A cue is an object existing in the environment, as perceived by the individual cues give direction to the motives.
Hence marketers need to determine the conditions that a cue will increase the probability of getting a specific
response.
Responses
A stimulus leads to responses. It is the reaction of an individual to a stimulus. Such a response may be in the physical
form or maybe in terms of complex phenomena such as attitudes, perceptions etc. psychologists have the opinion
that responses must be operationally defined and physically observable.
Reinforcement
Reinforcement is a very basic condition of learning. Without it we cannot observe any measurable modification of
behaviour. Reinforcement is closely associated to the psychological process of motivation. Reinforcement refers to
those environmental events.
Retention
The stability of learned behaviour maintained by the individual over a period of time is called retention. Under
repeated conditions of positive reinforcement, there is a tendency for the condition response to continue for a long
period of time.
Q. 14. Explain the various Attitude measurement techniques. It is possible to change the attitude of consumers
towards products and brands?
Thurston Scale:
This scale also known as thrustone and clave scale is one of the best technique of measuring attitude with the help of
equal appearing intervals. In this large number of statements are collected regarding a subject. This can be done
through past experience, brain storming, expert opinions etc Thurstone and Clave had collected 130 statements
regarding the attitude of the respondents towards church. Respondents were asked to sort these statements into 11
piles evenly divided into those having extremely favourable to extremely unfavourable attitude.
Ø The methodology used in development of this scale for the purpose of attitude measurement is as under:
Ø Researcher collects a large number of statements and eliminates those, which are ambiguous, irrelevant or
deficient.
The remaining statements are administered to one or more respondents for there reaction using a five point rating
system i.e. strongly approve, approve, undecided, disapprove and strongly disapprove.
Scalogram Analysis
Guttman proposed this attitudinal scale. This method of scaling is based on the assumption that, an individual with a
more favourable attitude score than another must be just as favourable or more favourable in his response to every
statement.
Semantic Differential
This technique involves three dominant factors viz. evaluation potency and activity factor. It is a bi-polar scale
confirming to the basis concept of motivation, attraction or repulsion from an object. Here respondents are asked to
give their opinion on the several point scale.
Attitude Change
For hedonic products, attitudes are a more relevant, vehicle for change than beliefs
When consumers buy a product based on emotion or fantasy, they are relying on affect rather than cognitions. Hence
attitudes are more relevant strategic vehicle for change.
When the expected needs of the consumer are met, Consumer Satisfaction occurs. When
the consumer gets a value from the product or service in excess of his expectation we say
customer delight occurs. Such situation may occur due to many reasons.
Lack of experience with an existing product when a customer buys a CD-Rom package, he
may not know what to expect, since this may be his first experience at buying the package
The product under consideration may be new product or an innovation. Doing marketing on
the Internet
The quality of service varies spontaneously. Many customers having air travel fright expect
that the plane should land smoothly every time. But this may not be possible every time
since it depends on the climate, mood of the pilot etc.
Customer satisfaction is a continuous process, which does not being, or end with a purchase
it covers the entire ownership experience, from selecting a product, to purchase through
after sales service to repeat purchase. Customer satisfaction process has three phases,
which are as under:
Pre-sales
During sales
After sales
Pre-sales
During this stage the customer’s expectations start developing through the various
marketing stimuli like advertising, word of mouth, product packaging etc. here the critical
issue is the availability of clear and useful information on:
During sales:
When the customer is experiencing the use of the product to his specific needs through the
product catalogue or a sales talk of sales persons for this to happened, the followingneeds
to exist.
After sales
It refers to the period when the customer has started using the product or service to meet
his specific needs. This will include the following:
A. Consumer Behaviour
Consumer behaviour is defined as “the dynamic interaction of affect and cognition,
behaviour and the environment by which human beings conduct the exchange aspect of
their lives.” Means that the buying actions of consumers are greatly affected by their
thought process and their feelings experienced.
The present business scenario is extremely complex and some highlights of it are as under:
Customer Driven
Mission and Values
Customer Driven
Strategy
Customer Driven Goals
Customer Retention
New Customer
Customer Driven Rewards
The feelings, thinking, perceptions and actions of the consumers and the society at large
keep changing frequently.
Consumer behaviour involves interactions
Consumer behaviour involves interactions among people’s thinking, feelings, and actions,
and the environment. This forces marketers to understand three things:
Consumer behaviour involves exchanges between human beings. People give up something
of value to others receive something in return.
The problem in it is the lack of unified, well-defined and established theory on consumer
behaviour. What we have only relevant ideas on buying behaviour. These ideas are based
on their studies of:
1. Economics
2. Psychology and psychoanalysis
3. Social science
A. Price-Quality Relationship
Various research studies indicate that there is a strong relationship between price and
quality.
Risk Perceptions
There is very little information about the product for example in case of pharmaceutical
products consumers do not like to go in for alternative products unless they re-consult the
doctor.
Consumers in United State are exposed to about six hundred advertisements everyday. In
India number is about thirty per day. Each consumer perceives a marketing stimulus
selective because every individual is different as regards to his needs, attitudes, experience
and personal characteristics.
Selective perception means that two consumers may perceive an identical marketing
stimulus, which may be an advertisement, packaging or product very differently. One
consumer may perceive a Maruti van to be highly vulnerable and risky for the body and in
case of head on collision, the car will become highly useful and risky for the passengers
inside while another may perceive the Van to be a highly useful car because of its spacious
and large seating arrangement. Similarly followers of ayurveda regard pure ghee to be
highly useful because of its medicinal value while the followers of allopathic regard pure
ghee as a source of high calorie content and hence not useful.
Unrewarded
Unrewarded No Power
Unrewarded No power
Try Brand C
Try Brand
B
Try Brand
A
Stimulus Situation (need for a good automobile)The concept of habit formation in case of a
product purchase can well be explained with the help of this conditioning. If a consumer
uses a particular shampoo for some time and realizes that his problem of dandruff n
substantially reduced. This positive reinforcement become instrumental in motivating the
individual to buy the same shampoo again and again in the future. Automobile dealers are
extensively applying this conditioning. They motivate potential customers to take a test ride
of their automobile. When the individual gets satisfaction of a drive, he gets motivated to
buy the automobile.
Model of Instrumental Learning
Classical conditioning:
This theory is based on the postulate of the existence of two stimuli namely, primary and
secondary and the two are in association with each other. As the association between the
two stimuli becomes strong. It leads to the same reaction being yielded by the secondary
stimulus as the primary.
Classical conditioning is more effective when the conditioned stimulus is new i.e., the
product should be new.
Unconditioned Stimulus
(Food)
Unconditioned Response
(Salivation)
Unconditioned Stimulus
(Food)
Unconditioned Stimulus
(Ringing of Bell)
Unconditioned Response
(Salivation)
Unconditioned Response
(Salivation)
Unconditioned Stimulus
Instrumental Conditioning
This also requires development of link between stimulus and the response. Here the
individual determines that response which gives him greater satisfaction and the response is
within the conscious system of the individual. This learning is based on the research of the
American psychologist, Burruhus Skinner. According to him the process of instrumental
conditioning rests on the unconditioned stimulus after certain behaviour. The unconditioning
response is said to be the positive or negative reinforcement of the performed behaviour.
While analyzing the consumer behaviour, consumers learn through trail and error process,
in which some purchase decisions can have favourable outcomes. If hypothetically, Pavlov’s
dogs were given two levers. One that gives food to the dogs when operated and the second
which given an electric shock. When the dogs use these levers, they would after repeated
experience, use only that lever which gives food.
Behaviour B
Punishment
Weakening of Behaviour
No Rewards
Behaviour C
Neutral or
No Change
Behaviour A
Reward
Strengthening of Behaviour
Q. 8. Explain the meaning of Consumerism. What were the efforts taken by the Government
of India towards protection of Consumer rights? Explain the limitations for the growth of
Consumerism in India.
Consumerism
It is defined as the organized movement of the citizens and the Government to enhance the
rights and power of consumers in relation to the sellers.
The basis of consumerism is to protect the consumers from the immoral practices conducted
by the marketers. Such practices may be high process, high – pressure selling, unsafe
products to influence people.
Statutory regulations enforced by the Government to protect the consumer interest are as
follows:-
Consumerism in India has not progressed because of various reasons, which are as under:
Consumerism is still in its infancy stage and hence is not developed and organized. The
existing laws are incapable of effectively implementing and enforcing the objective.
Consumerism is the shame of the total marketing concept. Every organization should take
marketing decisions keeping in mind the organization long term interests, the consumer’s
long-term interests, and society’s long term interests.
In India the developing economy the plight of the consumers is not different from that of
their counter parts in the rest of the world India consumers are not all well educated and
hence are unable to comprehend and understand the complex methods of marketing.
Consumerism is said to be still its infancy stage. But the consumer movement is slowly
gathering momentum. At times, there is deliberate attempt on the part of the marketer to
adopt misleading, false or deceptive advertisements, where only half truths are offered to
the consumers, so as to give a different impression and create a different image as
compared to the actual fact.
Pre-liberalization era consumers in India had hardly any voice as regards to their rights in
relation to the sellers. The market has been flooded with goods and services and services
and it has become difficult for the consumers to ascertain the quality or utility of these
goods and services.
Consumer Behavior - Set 3
True/False
Question Proper analysis of characteristics of social class helps the marketers to gain better
understanding of target market.
Correct Answer True
Your Answer True
True/False
Question Consumers who are highly involved in product are information gatherers.
Correct Answer False
Your Answer True
True/False
Question Print media is the most important vehicle for communication for low involvement
products.
Correct Answer False
Your Answer True
True/False
Question Unforeseen factors can also affect the purchasing organisation or supplies.
Correct Answer True
Your Answer True
True/False
Question The rank of India among other countries in the world has gone down in terms of poverty,
unemployment and level of development after independence.
Correct Answer False
Your Answer False
True/False
Question Minority group consumers tend to be more barnd loyal.
Correct Answer True
Your Answer True
True/False
Question Various sources of information like exhibitions, trade shows, etc influences one's expectations.
Correct Answer True
Your Answer True
True/False
Question The value and volumes of purchases are high in organisational buying.
Correct Answer True
Your Answer True
True/False
Question When the product benefits are clear cut, the operating principle is perceptual defense.
Correct Answer False
Your Answer True
True/False
Question Marketing research is a part of consumer research which in turn is a part of product
research.
Correct Answer False
Your Answer True
Question To create product differentiation, manufacturers have to continuously ________ their products.
Correct Answer Upgrade
Question Every ________ youngster in Bihar, Assam and West Bengal is unemployed.
Correct Answer Seventh
Question If the outcome of post purchase experience is in line with the expectation, it is called :-
Correct Answer Positive discrepancy
Question The production of crops like sorghum, pearl milet, barley and ragi have gone down over the years.
Correct Answer True
Market research Regular process Regular process
Complaint resolution mechanism Integration with decision making level
Marketer's challenge Satisfaction of each customer
Xerox synonymous with photocopy machine Brand level expectation
Question Customer expectation built up from a particular class of product is at which level?
Correct Answer Category
Question It is the period when customer starts using the product/service to meet his specific needs :-
Correct Answer After sales
Question Any person's attitude towards any brand/products is largely influenced by his peer group.
Correct Answer True
Question Expectations built up based on customer's knowledge and information about a particular brand and
organisation owning that brand is at a level of :-
Correct Answer Brand
Question More members will be involved in decision making if the problem is an extentive one.
Correct Answer True
Question Expectations built up at the time of transaction between company and consumer is at which level ?
Correct Answer Transaction
Question Various sources of information like exhibitions, trade shows, etc influences one's expectations.
Correct Answer True
Question When the benefits of product are not clear but is an important one, then one should use ambiguous
messages in ads.
Correct Answer True
Question A consumer is likely to be more involved with a product when the product is ________.
Correct Answer Expensive
Question There are high chances of product failure if product categorisation is not there in consumer's mind.
Correct Answer True
Question In organisational buying, formal buying is represented by an official and formal ________ .
Correct Answer Purchase order
True/False
Question Attitude towards any product/ brand has nothing to do with the
final act of purchase of that product.
Correct Answer False
Your Answer False
True/False
Question The value and volumes of purchases are high in organisational
buying.
Correct Answer True
Your Answer True
Select The Blank
Question Information about a new product stored in bits and pieces in
consumer's mind is called ________.
Correct Answer Schema
Your Answer Schema
True/False
Question Existing laws of consumerism till date are incapable of
implementing and enforcing the objectives of consumerism.
Correct Answer True
Your Answer True
True/False
Question Marketing research is a part of consumer research which in turn is a part of product research.
Correct Answer False
Your Answer False
True/False
Question Organisational buyers do not have a uniform demand.
Correct Answer True
Your Answer True
True/False
Question Feedback is a very critical element for service oriented
industries.
Correct Answer True
Your Answer True
True/False
Question Evaluation of brand is done before purchase for low involvement products.
Correct Answer False
Your Answer False
True/False
Question Cognitive learning theory is relevant for convenience products.
Correct Answer False
Your Answer False
True/False
Question The defense mechanism works at the conscious state.
Correct Answer False
Your Answer False
True/False
Question Print media is the most important vehicle for communication for
low involvement products.
Correct Answer False
Your Answer False
True/False
Question Proper analysis of characteristics of social class helps the marketers to gain better understanding of target
market.
Correct Answer True
Your Answer True
True/False
Question Organisational buyers totally depend on consumer demands.
Correct Answer True
Your Answer False
True/False
Question In comparison to outdoor publicity of products/ brands, electronic media is relatively becoming more
important.
Correct Answer True
Your Answer True
True/False
Question Unforeseen factors can also affect the purchasing organisation or supplies.
Correct Answer True
Your Answer True
True/False
Question Today the focus and challenge before all marketers is to rebuild themselves around their customers.
Correct Answer True
Your Answer True
True/False
Question Various sources of information like exhibitions, trade shows, etc influences one's expectations.
Correct Answer True
Your Answer True
True/False
Question Agriculture is mainly subsistence oriented.
Correct Answer True
Your Answer True
True/False
Question As per scalogram analysis technique if a respondent replies
positively to a difficult question he will respond positively to all questions
which are simpler than the earlier question.
Correct Answer True
Your Answer True
True/False
Question Brand beliefs & brand evaluation are identical in nature.
Correct Answer False
Your Answer False
True/False
Question Print media is the most important vehicle for communication for low involvement products.
Correct Answer False
Your Answer True
True/False
Question Unforeseen factors can also affect the purchasing organisation or supplies.
Correct Answer True
Your Answer True
True/False
Question Feedback is a very critical element for service oriented industries.
Correct Answer True
Your Answer True
True/False
Question Agriculture is mainly subsistence oriented.
Correct Answer True
Your Answer False
True/False
Question Any person's attitude towards any brand/products is largely influenced by his peer group.
Correct Answer True
Your Answer True
True/False
Question Study of CB is more complex in India due to multilingual, multicultural& ethical status.
Correct Answer True
Your Answer True
True/False
Question Evaluation of brand is done before purchase for low involvement products.
Correct Answer False
Your Answer False
True/False
Question When the product is important to consumer but its benefits are not clear, the operating principle is
perceptual vigilance.
Correct Answer False
Your Answer True
True/False
Question The production of crops like sorghum, pearl milet, barley and ragi have gone down over the years.
Correct Answer True
Your Answer True
Question To create product differentiation, manufacturers have to continuously ________ their products.
Correct Answer Upgrade
Question If the outcome of post purchase experience is in line with the expectation, it is called :-
Correct Answer Positive discrepancy
Question The production of crops like sorghum, pearl milet, barley and ragi have gone down over the years.
Correct Answer True
Market research Regular process Regular process
Complaint resolution mechanism Integration with decision making level
Marketer's challenge Satisfaction of each customer
Xerox synonymous with photocopy machine Brand level expectation
Question Customer expectation built up from a particular class of product is at which level?
Correct Answer Category
Question It is the period when customer starts using the product/service to meet his specific needs :-
Correct Answer After sales
Question Any person's attitude towards any brand/products is largely influenced by his peer group.
Correct Answer True
Question Expectations built up based on customer's knowledge and information about a particular brand and
organisation owning that brand is at a level of :-
Correct Answer Brand
Question More members will be involved in decision making if the problem is an extentive one.
Correct Answer True
Question Expectations built up at the time of transaction between company and consumer is at which level ?
Correct Answer Transaction
Question Various sources of information like exhibitions, trade shows, etc influences one's expectations.
Correct Answer True
Question When the benefits of product are not clear but is an important one, then one should use ambiguous
messages in ads.
Correct Answer True
Question The first major reason for the companies to think differently in eighties
Correct Answer Increasing competition
Question A consumer is likely to be more involved with a product when the product is ________.
Correct Answer Expensive
Question In organisational buying, formal buying is represented by an official and formal ________ .
Correct Answer Purchase order
True/False
Question Land reforms are largely failure in India.
Correct Answer True
Your Answer True
True/False
Question Unforeseen factors can also affect the purchasing organisation or supplies.
Correct Answer True
Your Answer True
True/False
Question Super ego operates both at the conscious and unconscious
level.
Correct Answer True
Your Answer False
True/False
Question Feedback is a very critical element for service oriented industries.
Correct Answer True
Your Answer True
Multiple Choice Single Answer
Question It is an object existing in the environment as perceived by the individual. What is it called?
Correct Answer Cues
Your Answer Cues
True/False
Question Marketing research is a part of consumer research which in turn is a part of product research.
Correct Answer False
Your Answer False
True/False
Question Ego is a balancing act between Id and superego.
Correct Answer False
Your Answer False
True/False
Question Primary data has been collected earlier for some other purpose.
Correct Answer False
Your Answer False
True/False
Question Cultural values are dynamic in nature.
Correct Answer True
Your Answer True
True/False
Question Minority group consumers tend to be more barnd loyal.
Correct Answer True
Your Answer True
True/False
Question There are high chances of product failure if product categorisation is not there in consumer's mind.
Correct Answer True
Your Answer True
True/False
Question Marketing research is a part of consumer research which in turn
is a part of product research.
Correct Answer False
Your Answer False
True/False
Question Getting new customers is more economical than retaining the
existing customers.
Correct Answer False
Your Answer False
True/False
Question Super ego operates both at the conscious and unconscious
level.
Correct Answer True
Your Answer True
True/False
Question Higher the value of purchase, lengthy is the negotiation process.
Correct Answer True
Your Answer True
True/False
Question Print media is the most important vehicle for communication for
low involvement products.
Correct Answer False
Your Answer False
True/False
Question The rank of India among other countries in the world has gone down in
terms of poverty, unemployment and level of development after
independence.
Correct Answer False
Your Answer True
True/False
Question Perceptual vigilance helps consumers to collect more information on
products about their benefits before purchase.
Correct Answer True
Your Answer True
True/False
Question Attitude towards any product/ brand has nothing to do with the final act of
purchase of that product.
Correct Answer False
Your Answer False
True/False
Question The unit in which secondary data are expressed may not be the same as
is required in the research project.
Correct Answer True
Your Answer False
True/False
Question The defense mechanism works at the conscious state.
Correct Answer False
Your Answer False
True/False
Question Brand personality is a metaphor for the emotional relationship that exists
between a consumer and a brand.
Correct Answer True
Your Answer True
True/False
Question In comparison to outdoor publicity of products/ brands, electronic media is
relatively becoming more important.
Correct Answer True
Your Answer True
True/False
Question Cognitive learning theory is relevant for convenience products.
Correct Answer False
Your Answer True
True/False
Question Existing laws of consumerism till date are incapable of implementing and
enforcing the objectives of consumerism.
Correct Answer True
Your Answer True
True/False
Question The production of crops like sorghum, pearl milet, barley and ragi have
gone down over the years.
Correct Answer True
Your Answer True
True/False
Question Marketing research is a part of consumer research which in turn
is a part of product research.
Correct Answer False
Your Answer False
True/False
Question Individuals belonging to elite professions as Civil Services, Business executives etc. are accorded same
level of status as of ordinary graduates.
Correct Answer False
Your Answer False
True/False
Question Getting new customers is more economical than retaining the
existing customers.
Correct Answer False
Your Answer False
True/False
Question Super ego operates both at the conscious and unconscious
level.
Correct Answer True
Your Answer True
True/False
Question Higher the value of purchase, lengthy is the negotiation process.
Correct Answer True
Your Answer True
True/False
Question Print media is the most important vehicle for communication for
low involvement products.
Correct Answer False
Your Answer False