MS-61 JAN JUNE 2016 IGNOU MBA SOLVED ASSIGNMENT

1. MBA Sample Assignment
Jan June 2016 MS-61
Course Code MS - 61
Course Title Consumer Behaviour
Assignment Code MS-61/TMA/SEM - I/2016
Assignment Coverage All Blocks
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1. Imagine yourself as a retailer for menswear and propose how you would use lifestyle approach to
succeed in your venture.
Menswear brands use marketing strategies to create a personality that resonates with their audience. Menswear fashion has
become a stable and ---------------------------------------------------------------------------------------------------------------. Since time
immemorial, Men’s Fashion has been considered important and challenging.
As a retailer for menswear my -------------------------------------------------------------------------------------------. The major western
apparel retailers have left a hole in this market by not providing a larger assortment of sizes.
Fashion can be an expression ---------------------------------------------------------------------------------- in different ways to different
styles. A sixty-year-old retiree in Florida, for example, is not likely to be ------------------------------------------------------------------
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----------------------------------------------------------------affiliations. Spend a good deal of time working out a comprehensive
definition for your target market, as this step will influence the decisions you make in all other marketing plan sections.
My intention is to gain 80% of this market share by focusing on our niche positioning, neighborhood location, brand that we
sell, southern hospitality and special promotions.
------------------------- Edge
 We will allow ----------------------------------------------------- ten purchases.
 Our location in the ----------------------------------------- customer base.
 We will offer plus ----------------------------------------- tall sizes for men.
Marketing -------------------------------
Our --------------------------------------------------------------- in the market and customer service with loyalty and retention in sales.
 The marketing budget will ------------------------------------------------------------------------------ sales.
 Our promotions will always stay in ------------------------------------------------------------------------- statement.
Pricing Strategy
We will maintain a flexible ------------------------------------------------------------------------------------------------------------ we will
follow. We will also utilize the standard practice of key stoning as well.
----------------------------------------------------------------
We will follow an aggressive yet creative ------------------------------------------------------------------ while still being conservative
with our advertising dollars.
 A press release kit will be ------------------------------------------------------------------------------------------ of the first
African-American owned western wear apparel retailer in the city. This kit will include a press release, pictures of the
interior space, color postcard/flyer, and a business card.
 5,000 4x5 color ---------------------------------------------------------------------------------------------------------------- and
cowboy dance halls and clubs, trailrides and rodeos.
 Spot radio advertisements --------------------------------------------------------------------------------- and KTSU 90.9.

3.  A direct mail program that will --------------------------------------------------------------------------------- sales and
promotions.
---------------------------------------------------
Our retail location will be -------------------------------------------------------------------------------------------------------------- that will
focus on our top 50% customers spotlighting any in-house sales and promotions.
Marketing Programs
Our marketing programs will ----------------------------------------------------------------------------------- to our grand opening event.
-------------------------------------------
For the more full-bodied individual ---------------------------------------------------------------------- wear in a larger assortment of
styles and sizes that aren't always readily available in the mass western apparel retailers.
Sales Strategy
 We will utilize the ------------------------------------------------------------------------------------------------- and maintain in its
database the customer's name, address and purchases. This information will be used with our direct mailing program to
focus on our top 50% of customers.
 We will offer ------------------------------------------------------------------------------- and maintain retention and loyalty.
--------------------------------------------
The following table ----------------------------------------------------------------------------------------------------------------------- and
increase extensively during the Christmas holiday shopping season and during the months of The Houston Livestock Show and
Rodeo.
We have planned for a rate of ----------------------------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------- of 20% as we gain a larger percentage of the market
share and increase our customer base beyond the southwest part of the city.
The sales and customer service ---------------------------------------------------------------------------------------------- will interact
with customers before, during and after sales. A small brick-and-mortar boutique, for example, is ------------------------------------
------------------------------------------------------------------------------------------------ the perfect clothing item. An online boutique,
on the other hand, may rely on an intuitive user interface to make it easy for customers to find what they want. As another
example, you may decide to ------------------------------------------------------------------------------------------------------------------------
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----------with customer complaints.
Public relations can be overlooked in small -----------------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------------------------- people around the world, clothing
boutiques can donate clothing items to people in need. TOMS shoes, for example, donates one ----------------------------------------
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------------------------------------------------------------------------------------------local charity events such as marathon fundraisers,
sporting leagues for underprivileged children and other local charities. Consider donating clothing to local homeless shelters,
halfway houses, retirement homes and similar organizations.
2. What is meant by subliminal persuasion? Explain the various subliminal techniques.

4. Subliminal persuasion-
Subliminal means below -----------------------------------------------------------------------------------------------------, but the mind does
not interpret the information for meaning. A lot of studies indicate that we do perceive information at the subliminal level. A
good example is how often -------------------------------------------------------------------------------------------------------------------------
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--------- probably the really neat cars or those driven by people you recognize.
If you notice something consciously, --------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------------. The meaning of the cigar
may be innuendo, but it is not subliminal.
Some methods of subliminal persuasion include these:
1. Smell. Disney World ------------------------------------------------------------------------------------------------------------------------------
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----. Men don't consciously smell her, but still smell tells them that she is in the most fertile part of her cycle.
2. Sight. Usually images ----------------------------------------------------------------------------------------------------------------------------
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------ or cigarettes.
3. Sound. Sound can be -------------------------------------------------------------------------------------. Sound can be backmasked,
meaning the subliminal message is laid down on one track and then other tracks of sound are placed over the top of it.
Some stores -------------------------------------------------------------------------------------------------- also use subliminal. As one friend
told me, "I use subliminal on my tapes. I don't think it works, but maybe it does."
4 and 5. Touch and taste. I guess -----------------------------------------------------------------------------------------------------------------
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-----------------all the signified of the receiver's experiences. Subliminal will not be more effective or less effective than other
persuasion techniques.
Subliminal Techniques-
Subliminal ----------------------------------------------------------------------------------------------- are some techniques:
a) Embeds-
Embeds are tiny figures ------------------------------------------------------------------------------------------------------------------------------
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5. -----------------------------------------------------------------------------------------------------------------------------------------------------------
----Gin contains letters S E X are spelled out in the ice cubes.
b) Auditory Messages
In addition to ------------------------------------------------------------------------------------------------------------------------------------------
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smoking, lose weight, gain confidence, and so on. Despite the rapid growth of this market, there is little evidence that subliminal
stimuli transmitted on the auditory channel can bring about desired changes in behaviour
c) Consumer Folklore
Along with the interest in hidden self-help -------------------------------------------------------------------------------------------------------
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---------------------------albums, including Led Zeppelin's classic son "Stairway to Heaven," which contains the lyric "...there's still
time to change." When played in reverse, this phrase sounds like "so here's to my sweet Satan." The novelty of such reversals
might help to sell records, but the "evil" messages within --------------------------------------------------------------------------------------
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d) Low Level Auditory Stimulation
One technique, ----------------------------------------------------------------------------------------------------------------------------------------
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played at a (barely) audible level, using a technique known as threshold massaging. After a nine-month test period, theft losses in
one six-store chain declined almost 40 per cent, saving the company $600,000.
To conclude, some evidence ------------------------------------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------------------------------------- systems make them
predisposed to suggestion. For example, someone ---------------------------------------------------------------------------------------------
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--------------------------------------not sway a professional thief or a kleptomaniac.
3. Define personality. What are the differences between the trait theory and the psychoanalytic theory of
personality?
Personality refers to ---------------------------------------------------------------------------------------------------------------------------------
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---------------------------------------------------------------------------- personality characteristics, such as sociability or irritability.
Personality is a much --------------------------------------------------------------------------------------------------------------------------------
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--most widely used is that by All port according to which personality is defined as an `internal system' which includes all those

6. aspects of a person that are ---------------------------------------------------------------------------------------------------- and cannot be
isolated'. You will see this illustrated in Figure below which highlights the origin of personality traits:
Some theorists believe -------------------------------------------------------------------------------------------------------------------------------
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---of genetic and environmental inputs then every person is, in certain respects:
1. like -------------------------------------------------
2. like --------------------------------------- persons
3. like --------------------------------------- persons
In other words -----------------------------------------------------------------------------------------------------------------------------------------
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----------------------------------------------------------------------------------------------------------------------------------------------------so. A
second important factor that impinges on our personality formation is the culture in which we were raised, and our early
conditioning, along with the groups and ----------------------------------------------------------------------------------------------------------
----------------------, i.e. friends and associates; are important reference groups that influence our own personality characteristics.
Differences ---------------------------------------------------------------------- theory of personality-
The psychoanalytic approach is -------------------------------------------------------------------------------------------------------------------
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---------------discussion is beyond the scope of this posting, two central tenets may be helpful to point out as they may still persist
among those adhering to the contemporary viewpoints of psychoanalysis. First, the most essential assumption, psychic
determinism, suggests that everything a person --------------------------------------------------------------------------------------------------
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-------------------------------- conscious mind and thoughts, but also makes an exhaustive, albeit subjective, effort to illuminate the
mind’s unconscious features. The unconscious aspects of the mind are suggested to be the locus of where many problems
commence. Therefore, examining -------------------------------------------------------------------------------------------------- can vividly
extract the unconscious underpinnings of a person’s mind.
Although there have been some --------------------------------------------------------------------------------------------------------------------
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7. -----------------------------------------------------------------------------------------------------------------------------------------------------------
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--------------conclusions that are generated from these methods can often neither be proven nor disproven. These limitations,
among several other inherent intricacies of the --------------------------------------------------------------------------------------------------
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--------------------------------as the trait approach (to be discussed next).
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----------------------------------------------------------------------------------------------------------------------------------concerned with
understanding how people’s behavioral traits differ. As the name (trait) implies, this approach is most interested in the
personality characteristics that remain stable overtime versus those which are state specific or unique to certain individuals.
As noted, the trait approach is -------------------------------------------------------------------------------------------------------------------
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---------------. The Big Five, which is currently the most recognized and empirically established trait system, is one example of
this. As a result, trait systems such as a the Big --------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------------------------. Further, the trait method appears
to provide more practical (real-world) and large-scale utility across diverse contexts.
Therefore, in weighing the -------------------------------------------------------------------------------------------------------------------------
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---------and explaining outcomes related to personality.
Within the dimension --------------------------------------------------------------------------------------------------------------------------------
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--a client’s retrospective dream accounts and the unintentional statements observed while in the presence of a psychoanalyst can
be highly problematic. Notwithstanding, this approach commonly involves yet another challenging step: The theorist, via self-
analysis, comes up with his/-------------------------------------------------------------------------------------------------------------------------
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---------favors the trait method in explaining human nature, at least in comparison to the psychoanalytic approach.
In terms of outlining a coherent theory of personality, -------------------------------------------------------------------------------------
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---------------------------------------------and testing it. Further, there are many aspects of psychoanalytic theory to which have never
been tested or that remain untestable. A reasonably intelligible explanation of psychoanalytic theory would be necessary for it to

8. be considered coherent. ------------------------------------------------------------------------------------------------------------------------------
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----of personality.
The same arguments (--------------------------------------------------------------------------------------------------------------------------------
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--, transference in its relation to attachment theories. However, this data -------------------------------------------------------------------
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---------------------------------------------------------------been derived from trait-based systems. For example, the Big Five factors
are linked to many general outcomes ---------------------------------------------------------------------------- with biological and other
methods to yield a greater understanding of how genetic propensities and social environments can affect personality.
In conclusion, the tangible evidence --------------------------------------------------------------------------------------------------------------
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--------------------of the case study method, may better account for, or at least focus on, the specific characteristics of an
individual, but its insurmountable methodological limitations obstruct its research utility. Even if two psychoanalytic researchers
observed the same phenomenon, they may both -------------------------------------------------------------------------------------------------
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----------------------- to the psychoanalytic approach in both the reported evidence and its structure as it pertains to personality.
4. What is a reference group? Name two reference groups that are important to you. In what ways do
they influence you in your purchasing behaviour?
A reference group is a ------------------------------------------------------------------------------------------------------------------------------
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----and behavior.
Reference groups play an ----------------------------------------------------------------------------------------------------------------------------
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------to associate with.
In my case for example, the -----------------------------------------------------------------------------------------------------------------------
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-----------comparison, can become more salient and even stronger motivators of my purchasing behavior.
However, the influence of ----------------------------------------------------------------------------------------------. In some instances for
example, a utilitarian influence may hinder or inhibit the formation of a value expressive influence.
Suggestion

9. I for example, know that the ---------------------------------------------------------------------------------------------------- I use, which
then affects the way I feel about myself.
As a result, I have positive --------------------------------------------------------------------------------------------------------------------------
---------------------------------------- have a strong influence on my buying behavior, but this may not be the case for everyone.
Park et al for example, found --------------------------------------------------------------------------------------------------esteem) when
associating themselves with a brand, were the individuals who saw those brands as a means of self-improvement.
So whilst I may --------------------------------------------------------------------------------------------------------------------- Spears t-shirt
because doing so would most likely lead to ridicule and questions about my sexuality.
Furthermore, reference ----------------------------------------------------------------------------------------------------------- consumption.
The concept of reference group is important --------------------------------------------------------------------------- perceive and
evaluate themselves, especially in relation to the self.
Reference groups ----------------------------------------------:
(1) They serve a normative ----------------------------------------------------------------------- belief.
T. Newcomb (1953) writes:
“The significant thing about a reference ---------------------------------------------------------------------------------------- influence the
attitude and behaviour of a person.”
(2) They also --------------------------------------------------------------------------------------------- can measure themselves and others.
(3) They serve -----------------------------------------------------------------------------------------------------------------------------------------
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expectations.
Two types of reference --------------------------------------------------- in my views are-
Reference groups can be divided into two major types:
 A normative --------------------------------------------------------------------------------------------. Examples of your
normative reference groups include your parents, siblings, teachers, peers, associates and friends.
 A comparative reference ----------------------------------------------------------------------------------------- may strive to be
like. Examples include celebrities and heroes.
Application in Marketing & Examples
Marketers use -----------------------------------------------------------------------------------------------------------------------------------------
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look at some examples.
Your child ---------------------------------------------------------------------------------------------------------------------------------------------
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------------------------------------------------------------------------------------------------------------------------------------------------by his
hero because he wants to be like the pro.
You like playing the ------------------------------------------------------------------------------- by a particular manufacturer. You decide
that the artist must know what she is doing, so you purchase the type and brand endorsed.
Two Importance’s of reference groups

10. 1. Reference -------------------------------------------------------------------------------------------------------------------------------------------
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--------------------------------------------------------------------------------------------------------------------------------------------------about
the product, those that look to the group will often purchase that product. On the other hand, if a reference group disapproves of
a product, those that associate with that group will probably not purchase the product.
2. Reference groups can and ------------------------------------------------------------------------------------------------------------------------
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----------same thing). Reference groups communicate through opinion leaders, who influence what others do, act, and buy. In the
consumer world, this means that if a reference ---------------------------------------------------------------------------------------------------
-------------------------------------------------- likely will as well.
Influence ------------------------------------------------------ behavior
Ways of --------------------------------------------------------------- by:
o Level of Involvement in ------------------------------------------------------------------------------------------ in a particular
situation.
o Buyers -------------------------------------------------------------------------------------------------------------- a certain products
and brands but virtually ignores others.
High involvement purchases---------------------------------------------, and the higher the risk the higher the involvement. Types of
risk:
o -------------------
o Social risk
o ----------------------------
The Influence ------------------------------------------------------------------ are:
 Routine Response/------------------------------------------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------- include soft drinks, snack foods, milk etc.
 Limited Decision Making----------------------------------------------------------------------------------------------------------------
----------------------------------- brand in a familiar product category, perhaps. Requires a moderate amount of time for
information gathering. Examples -----------------------------------------------------------------------------------------.
 Extensive -----------------------------------------------------------------------------------------------------------------------------------
----------------------------------------------------------------. Examples include cars, homes, computers, education. Spend alot
of time seeking information and deciding.
 Information from the companies ---------------------------------------------------------------------------- of the buying process.
 Impulse buying, -------------------------------------------------------------------------------------------.
The purchase of the same product ----------------------------------------------------------------------------------- one category to the next.
For example:
Going out for dinner ---------------------------------------------------------------------------------------------------------------------------------
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11. -----------------------------------------------------------------------------------------------------------------------------------------------------------
-making.
Other Examples-
1. ----------------------------------------------
The purchase is influenced by --------------------------------------------------------------------------------------------- / knowledge about
the product/ brands and seeks high credible information support to make the decision
2. MOBILE ---------------------------------------------
The purchase is ---------------------------------------------------------------------------------------------------------------------------- given his
psychological need to associate with a friend or group.
3. ----------------------------------------------------------
The purchase ------------------------------------------------------------------------------------------------------------------------------------------
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---------------------------------------------------------------------------------------------------------------------------------------------------to
associate with a friend or group.
4. LIFE -------------------------------------
The purchase is influenced by utilitarian --------------------------------------------------------------------- of the family members and
also for the benefits of his/her future requirements.
The implications of -----------------------------------------------------------------------------------------------------------------------------------
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--------------------------------------------------------------------------------------------------------to purchase a given product.
However, the positive effects of -------------------------------------------------------------------------------------------------------------------
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---------------self in the face of well-defined social norm.
5. You are a marketing manager of a company that has started manufacturing washing machines. How
will you anticipate, analyse and respond to the post-purchase feelings of your customers.
Marketers see today’s consumers as web-savvy, ------------------------------------------------------------------------------------------------
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----------------------------------empowering—it’s overwhelming. Rather than pulling customers into the fold, marketers are pushing
them away with relentless and ill-conceived efforts to engage.
Strategies
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12. That’s a key finding of Corporate ------------------------------------------------------------------------------------------------------------------
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----------------, customers’ perceptions of a brand, and how often consumers interacted with the brand. The single biggest driver
of stickiness, by far, was “decision simplicity”—the ease with which consumers can gather trustworthy information about a
product -------------------------------------------------------------------------------------------------------------------------------------------------
---------------------------------------------------- is, simply, simplicity.
About the Research
Consider the marketing ------------------------------------------------------------------------------------------------------------------------------
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----rating and memory, and provide a QR code that takes consumers to a mobile version of the brand’s website, where they can
dig more deeply into product specifications.
Brand B’s search -------------------------------------------------------------------------------------------------------------------------------------
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------------------------------------------------------------------------------------------------------------------------------------center there, and a
navigation tool lets consumers quickly find reviews that are relevant to their intended use of the camera (family and vacation
photography, nature photography, sports photography, and so on). In stores, Brand B frames technical features in nontechnical
terms. Instead of emphasizing megapixels and memory, for example, it says how --------------------------------------------------------
------------------------------------------------------------------------------------------------------ key differentiators, a photo-editing feature.
The highly detailed -----------------------------------------------------------------------------------------------------------------------------------
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-------------------------------------------------------------------------------------------------------------------------------------be dramatically
more “sticky” toward Brand B.
Making Decisions Simple
For a marketing organization, what does it take to acquire sticky consumers?
Measuring ---------------------------------------------------------------------------------------------------------------------------------------------
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-----------------------------------------------------------------------------------------------------------------------------------to be purchased by
the consumers considering them. They were 9% more likely to be repurchased and 115% more likely to be recommended to
others.
Shifting the --------------------------------------------------------------------------------------------------------------------------------------------
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------------------------------------------------------------------------------------------------------------------- leading the way.
Post-purchase feelings of ------------------------------------------------- product like Washing Machine.

13. A high level of ----------------------------------------------------------------------------------------------------------------------------------------
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-----------------------------------------------------------or exchange the product.
Marketers, therefore, can use these ------------------------------------------------------------------------------------------------ policies and
reduce their post-purchase dissonance by messages targeted at this segment of their consumers.
Consumers' retail store selection -------------------------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------- source for marketers, as they can offer better products and reach
more consumers based on these consumer usage patterns.
In some cases, however, -----------------------------------------------------------------------------------------------------------------------------
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-----the repurchase pattern of the consumers.
As more and more ------------------------------------------------------------------------------------------------------------------------------------
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----------------------------------------------------------------------------------------------------------options the consumers have are - keep
the product, temporarily dispose off, or permanently dispose off.
Product use/consumption ----------------------------------------------------------------------------------------------------------------------------
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------provider by way of warning friends, returning the product, boycotting and brand switching, complaining to the marketer,
complaining to the relevant government/non-government bodies, and/or taking legal action against marketers/service provider.
Marketers should try to use -------------------------------------------------------------------------------------------------------------------------
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---------major concern, as research has shown that even satisfied consumers can't be termed as loyalists and often switch to
competing brands to get a better deal.
Marketers thus, have identified the ----------------------------------------------------------------------------------------------------------------
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------------------the brand but are also less likely to switch to other brands. Marketers are increasingly indulging in loyalty
marketing to increase consumer retention, with various schemes and discount offers for their high value regular consumers.
However, many observers --------------------------------------------------------------------------------------------------------------------------
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14. -----------------------------------------------------------------------------------------------------------------------------------------------------------
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--------that marketers should classify their consumers on the basis of their satisfaction thresholds and then treat each group
differently.
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