Consumer Behaviour and Marketing Strategy Questions and Answers

Q: Match the two sets of concepts :List - IList - IIi. Evaluation of Alternativesa. Perceptionii. Post-purchase behaviourb. Cognitive Dissonanceiii. Selective distortionc. Life styleiv. Psychographic segmentationd. Expectancy-value modelCodes : a b c d

The correct code is a-iii, b-ii, c-iv, d-i.Perception goes with selective distortion. Cognitive dissonance goes with post-purchase behaviour, life style goes with psychographic segmentation, and the expectancy-value model goes with the evaluation of alternatives.The other codes give at least one concept to the wrong stage or process, for example the expectancy-value model to post-purchase behaviour, so they are rejected.

Q: Which of the following determinants of service quality is the most important ?

The most important determinant of service quality is reliability.In the SERVQUAL studies of Parasuraman, Zeithaml and Berry, customers rated reliability, the ability to perform the promised service dependably and accurately, as the most important of the five dimensions.Empathy, responsiveness and tangibles were rated lower than reliability. The other dimensions in the model are responsiveness, assurance, empathy and tangibles.

Q: While developing customer loyalty programmes, database is often not helpful in

A database is often not helpful in creating consumer associations.A customer database helps in identifying prospective customers, deepening loyalty through personalised offers, and avoiding serious mistakes with customers by keeping track of their history.Creating consumer associations is a matter of organised action by consumers and is not what a company's database does, so it is the answer to the question as worded.

141.

Match the two sets of concepts :

List - I	List - II
i. Evaluation of Alternatives	a. Perception
ii. Post-purchase behaviour	b. Cognitive Dissonance
iii. Selective distortion	c. Life style
iv. Psychographic segmentation	d. Expectancy-value model

Codes : a b c d

A.a-i, b-ii, c-iii, d-iv
B.a-ii, b-iii, c-iv, d-i
C.a-iii, b-ii, c-iv, d-i
D.a-iv, b-iii, c-ii, d-i

Exam Year(s)

UGC NET - 2014,

Answer: C

The correct code is a-iii, b-ii, c-iv, d-i.

Perception goes with selective distortion. Cognitive dissonance goes with post-purchase behaviour, life style goes with psychographic segmentation, and the expectancy-value model goes with the evaluation of alternatives.

The other codes give at least one concept to the wrong stage or process, for example the expectancy-value model to post-purchase behaviour, so they are rejected.

Discuss in Forum

142.

Which of the following determinants of service quality is the most important ?

A.Empathy
B.Reliability
C.Responsiveness
D.Tangibility

Exam Year(s)

UGC NET - 2014,

Answer: B

The most important determinant of service quality is reliability.

In the SERVQUAL studies of Parasuraman, Zeithaml and Berry, customers rated reliability, the ability to perform the promised service dependably and accurately, as the most important of the five dimensions.

Empathy, responsiveness and tangibles were rated lower than reliability. The other dimensions in the model are responsiveness, assurance, empathy and tangibles.

Discuss in Forum

143.

While developing customer loyalty programmes, database is often not helpful in

A.Identifying prospective customers
B.Deepening customer loyalty
C.Avoiding serious customer mistakes
D.Creating consumer associations

Exam Year(s)

UGC NET - 2014,

Answer: D

A database is often not helpful in creating consumer associations.

A customer database helps in identifying prospective customers, deepening loyalty through personalised offers, and avoiding serious mistakes with customers by keeping track of their history.

Creating consumer associations is a matter of organised action by consumers and is not what a company's database does, so it is the answer to the question as worded.

Discuss in Forum

Consumer Behaviour and Marketing Strategy Questions and Answers

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