Assignment on Consumer Buying Behaviour

Q1. Explain the following consumer buying behaviours with appropriate examples and categories where consumers demonstrate them.

1. Picking Buying Behaviour

2. Impulse Buying Behaviour
3. Sub-contracted Buying Behaviour
4. Legalist Buying Behaviour
5. Problem-solving Buying Behaviour
6. Heuristic Buying Behaviour
7. Habitual Buying Behaviour

Q2. Classify the above 8 Consumer Buying Behaviours into 4 groups based on the following 2 category brand parameters. Illustrate with examples.

		Level of Brand Differentiation
		Low	High
Uncertainty/Risk of Untried Brands	High	Cons Behaviour Group IV	Cons Behaviour Group I
	Low	Cons Behaviour Group III	Cons Behaviour Group II

Q3. What should be the respective Marketing Strategies and Sales Strategies for the 4 types of Consumer Behaviour Groups (I, II, III, IV)?

Q4. Explain the following utilities sought by consumers while buying a product along with relevant examples.

1. Place Utility
2. Time Utility
3. Form Utility
4. Possession Utility