1. (a) Concept of consumer.
(b) Reference group.
(c) Consumer satisfaction.
(d) Primary data.
(e) Identifying research problem.
(f) Learning.
2. Why is it necessary to study consumer behaviour?
3. Discuss the steps involved in consumer research process.
4. How do you assess the influence of family on consumer behaviour?
5. What is the influence of persnality on consumer behaviour?
6. Critically examine Schiffman and Kanuk’s model of consumer decision making.
7. State the sources of consumer dissatisfaction.
8. Case study
Although most of you probably did not grow up with plastic slipcovers over the living room
couch and/or the dining room chairs, many Americans did. Plastic slipcovers, which first
appeared in Chicago in the mid-1950s and spread quickly to New York, are designed to
protect the fabric of a chair or sofa while still permitting consumers to see the cloth and its
design. With plastic slipcovers, someone’s head leaning of back of fabric chair will not stain
the fabric, nor will the colour of someone’s new jeans come off on the couch. And although
many people who grew up with plastic slipcovers in their homes like to make fun of this fact.
These individuals were glad that the couch or chair had plastic slipcovers when they, in their
youth, spilled milk or soda on the furniture.
Over the years, plastic slipcovers have undergone a number of product improvements. The
use on thinner-plastic has made the material more supple, cloth bindings have been replaced
with clear bindings and nylon thread has been substituted for cotton thread.
Question :
Which social class or classes, would you expect to be the primary purchasers of plastic

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