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(GNDU) MOST REPEATED (IMPORTANT) QUESTIONS
BBA 5th SEMESTER
CONSUMER BEHAVIOUR (2021–2024)
REPEATED QUESTIONS
1. Consumer Behaviour – Denion & Need for Studying
o Frequency: 4 mes
o Years Appeared: 2021, 2022, 2023, 2024
2. Consumer Decision-Making Process – Steps / Stages with Examples
o Frequency: 4 mes
o Years Appeared: 2021, 2022, 2023, 2024
3. Opinion Leaders / Opinion Leadership – Concept, Roles, Characteriscs
o Frequency: 4 mes
o Years Appeared: 2021, 2022, 2023, 2024
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2025 Smart Predicon Table
(Based on 4-Year Analysis: Frequency + Recentness + Core Syllabus Weight)
Queson Topic
Repeats
Years Appeared
Priority
Level
Consumer Behaviour – Denion & Need
4
2021, 2022, 2023,
2024
Very
High
Consumer Decision-Making Process – Steps
/ Stages
4
2021, 2022, 2023,
2024
Very
High
Opinion Leaders / Opinion Leadership
4
2021, 2022, 2023,
2024
Very
High
Priority Criteria
• Very High (100% chance): 4 appearances across all years → guaranteed repeats.
• High: 3 appearances, strong recurrence in recent years.
• Medium: 2 appearances or 1 recent → sll important, may appear as short notes
or sub-parts.
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(GNDU) MOST REPEATED (IMPORTANT) ANSWER
BBA 5th SEMESTER
Consumer Behaviour (2021–2024)
SOLVED ANSWER PAPER
1. Consumer Behaviour – Denion & Need for Studying
o Frequency: 4 mes
o Years Appeared: 2021, 2022, 2023, 2024
Ans: Consumer Behaviour – Definition & Need for Studying
A Different Beginning – A Little Story
Imagine you walk into a mall on a Sunday evening. You see a family entering a store to
buy clothes, a student checking out headphones, and a middle-aged man comparing
prices of mobile phones. Strangely, even though all of them are in the same store, they
end up buying very different things. The family chooses budget-friendly dresses, the
student looks for stylish headphones that match his personality, and the man buys a
phone after asking many questions about its warranty and performance.
Now pause for a moment and think – Why did they all behave so differently?
This mystery of “why consumers act in a certain way” is exactly what we call Consumer
Behaviour.
Just like detectives try to solve a case by collecting clues, marketers and business owners
try to understand consumer behaviour by asking:
• Why do people buy what they buy?
• What influences their decision?
• How do they feel after the purchase?
This is why studying consumer behaviour is so important. Without knowing how
consumers think and act, businesses would be like sailors sailing without a compass.
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Meaning and Definition of Consumer Behaviour
At its core, Consumer Behaviour is the study of how individuals, groups, or organizations
select, buy, use, and dispose of goods, services, or ideas to satisfy their needs and
desires.
A few well-accepted definitions are:
1. Schiffman & Kanuk: “Consumer behaviour is the behaviour that consumers
display in searching for, purchasing, using, evaluating, and disposing of products
and services.”
2. Engel, Blackwell, and Miniard: “Consumer behaviour is the study of the acts of
individuals directly involved in obtaining and using goods and services, including
the decision-making process that precedes and follows these acts.”
In simpler words: Consumer Behaviour = Why + What + How + When + Where
people buy and consume products.
Elements of Consumer Behaviour
To understand consumer behaviour, think of it as a mix of three important dimensions:
1. What consumers think and feel (Mental/Emotional factors):
o Attitudes, perceptions, preferences, motivations.
2. What consumers actually do (Actions):
o Buying a product, searching online, returning items, recommending to
others.
3. Influences on consumer decisions (External factors):
o Culture, social groups, family, advertisements, price, technology.
Why Do We Need to Study Consumer Behaviour?
This is the heart of the question. Let’s explore it step by step like a story.
1. To Understand the Consumer’s Needs
Consumers are not robots. Their needs keep changing – sometimes they want basic
necessities, other times they crave luxury. By studying consumer behaviour, companies
can know what people actually need.
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Example: During the pandemic, people suddenly shifted from buying fashionable
clothes to buying sanitizers, masks, and immunity boosters. Companies that understood
this change survived better.
2. For Designing the Right Products
A product that does not satisfy consumer needs is like a pen without ink – useless.
Studying consumer behaviour helps businesses design products that match the
consumer’s taste, lifestyle, and budget.
Example: Apple designs iPhones not just as phones but as a symbol of status and
style, because they know their consumers value “prestige” as much as technology.
3. For Effective Marketing Strategies
Marketing is not just about shouting “Buy this!” – it is about communicating with the
consumer in the right way.
By studying consumer behaviour, businesses learn:
• Which advertisements work best?
• Should they sell online or offline?
• What kind of discounts attract buyers?
Example: Zomato uses funny notifications and personalized offers because their
study of consumers shows young users like humor and quick deals.
4. To Segment the Market
Not all consumers are the same. Some are students, some are working professionals,
some are senior citizens.
Studying consumer behaviour helps in market segmentation – dividing consumers into
groups with similar needs and behaviours.
Example: Toothpaste companies make different products:
• Colgate Kids (for children),
• Colgate Sensitive (for adults with dental issues),
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• Colgate Whitening (for beauty-conscious users).
5. To Predict Future Behaviour
Consumer behaviour is like reading signals from the future. If a company understands
current behaviour, it can predict trends.
Example: The rise in online shopping showed businesses that future retail will be
digital. That’s why companies like Amazon and Flipkart invested heavily in apps and
delivery systems early on.
6. To Build Long-Term Relationships
Understanding consumer behaviour is not just about selling once. It’s about building
trust and loyalty.
Example: Starbucks studies consumer preferences through loyalty apps. By offering
personalized rewards (like free drinks on birthdays), they keep customers coming back.
7. To Gain Competitive Advantage
In today’s crowded market, whoever understands the consumer better wins.
Example: Netflix became successful because it studied the behaviour of viewers –
what they watch, when they watch, how long they watch – and then suggested shows
accordingly. This made viewers feel the app “understands” them.
8. To Improve Customer Satisfaction
When businesses study consumer behaviour, they not only sell products but also create
better experiences.
Example: Swiggy tracks consumer complaints about late deliveries and uses this data
to improve its service.
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Factors Influencing Consumer Behaviour
Consumer behaviour is shaped by several factors. These can be grouped as:
1. Cultural Factors:
o Traditions, religion, values.
Example: In India, sweets sell more during Diwali because of cultural
practices.
2. Social Factors:
o Family, friends, peer groups, social class.
Example: A teenager might buy trendy shoes because his friends have
them.
3. Personal Factors:
o Age, income, lifestyle, personality.
Example: A child buys toys, an adult buys insurance, an elderly person
buys medicines.
4. Psychological Factors:
o Motivation, perception, learning, attitudes.
Example: A consumer motivated by health concerns might prefer
organic food.
Diagram: Consumer Behaviour Model
Here’s a simple diagram to visualize it:
This shows how different forces combine to influence a consumer’s decision.
Real-Life Examples of Consumer Behaviour in Action
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1. Festive Season Shopping: Companies like Amazon and Flipkart study that Indians
shop more during Diwali. They launch “Big Billion Sales” to match this behaviour.
2. Health Conscious Trend: Rise of fitness apps and organic food brands shows how
consumer behaviour is shifting towards health.
3. Digital Payments: Studying consumer preference for convenience led to Paytm,
PhonePe, and Google Pay becoming popular.
Why It Matters for Students and Businesses
• For students, studying consumer behaviour helps understand the connection
between psychology, economics, and business.
• For businesses, it is the golden key to survive, compete, and grow.
Without it, companies would produce random products, advertise blindly, and lose
customers.
Conclusion
Consumer behaviour is like the heartbeat of the market. It tells businesses what people
need, why they buy, how they react, and what they will demand tomorrow.
Studying it is not just an academic exercise – it is a survival tool for every business. From
small street vendors to giant multinational corporations, everyone benefits when they
understand consumer behaviour.
So next time you buy something – whether a chocolate, a dress, or a laptop –
remember, your action is a part of the big world of consumer behaviour that businesses
are constantly trying to decode.
2. Consumer Decision-Making Process – Steps / Stages with Examples
o Frequency: 4 mes
o Years Appeared: 2021, 2022, 2023, 2024
Ans: Consumer Decision-Making Process – Steps / Stages with Examples
A Different Beginning – Imagine This
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Close your eyes and imagine you’re standing in front of a big shopping mall. You didn’t
plan to buy anything big today, but suddenly your smartphone rings. The screen has
cracks, the battery drains too fast, and you start thinking – “Maybe it’s time for a new
phone.”
This small thought triggers a chain of decisions in your mind. From that single moment,
you enter into a consumer decision-making process.
Every person, knowingly or unknowingly, goes through this process whenever they buy
something important – a laptop, a car, a dress, or even when deciding where to eat
dinner. It’s like a mental journey full of steps, and each step pushes us closer to the final
purchase.
Let’s walk through these steps one by one, like a story.
Diagram of the Consumer Decision-Making Process
Think of this as a 5-step ladder – you can’t reach the top without climbing each rung.
Step 1: Need Recognition (The Trigger)
This is the spark that lights the fire.
It happens when a person realizes there’s a gap between their current situation and
their desired situation. In simple words:
*“What I have” is not equal to “What I want.”
Example:
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• Your phone battery dies within 3 hours.
• You feel embarrassed using an outdated laptop in college.
• You crave pizza because your stomach is growling.
This recognition of a problem creates a need. And sometimes, marketing creates
artificial needs too. For example, seeing an advertisement for a new smartwatch may
suddenly make you feel your old watch is not good enough.
So, every purchase begins with dissatisfaction or desire.
Step 2: Information Search (The Exploration)
Once the need is recognized, the consumer doesn’t jump into buying immediately.
Instead, they start collecting information.
There are two types of searches:
1. Internal Search (Memory):
The consumer recalls past experiences. For example:
o “My friend bought a Samsung phone, and it worked well.”
o “Last time Domino’s pizza was better than Pizza Hut.”
2. External Search (Outside Sources):
When memory is not enough, people look outside:
o Checking reviews on YouTube.
o Asking friends and family.
o Reading Google reviews or Amazon ratings.
o Visiting showrooms.
Example:
You decide to buy a new smartphone. You start watching comparison videos of iPhone
vs. Samsung, ask your cousin about OnePlus, and check Flipkart deals.
Here, marketers play a huge role. Ads, influencers, and salespeople try to make sure
you get information favoring their product.
The more expensive or important the product, the deeper the search. For chewing
gum, no one researches. For cars, laptops, or courses, people research a lot.
Step 3: Evaluation of Alternatives (The Comparison Stage)
Now the consumer has a list of possible options. This is the comparison stage.
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Consumers weigh the pros and cons, comparing features, price, quality, and personal
preferences.
Example: Smartphone Buying
• Option 1: iPhone – High price, premium quality, great camera.
• Option 2: Samsung – Good features, reasonable price.
• Option 3: OnePlus – Affordable, stylish, fast charging.
The consumer may make a small table in their mind or even on paper:
Criteria
iPhone
Samsung
OnePlus
Price
Very High
Medium
Medium-Low
Camera
Excellent
Good
Good
Battery Life
Medium
Excellent
Good
Social Status
Very High
Medium
Medium
The decision starts becoming clearer.
Marketers know this stage is crucial, so they give discounts, free trials, or offers to
tip the balance in their favour.
Step 4: Purchase Decision (The Action)
Finally, the consumer makes a choice. But even here, last-minute influences matter.
Example:
Suppose you decided to buy a Samsung phone. But when you walk into the store, the
salesperson shows you a special discount on OnePlus. Suddenly, your decision may shift.
Also, availability matters. If the model you want is out of stock, you may choose another.
Another real influence is social pressure:
• If your best friend says, “Don’t buy Samsung, it hangs,” you may switch.
• If your parents say, “iPhone is worth it for long term,” you may stretch your
budget.
Marketers target this stage with “limited stock offers,” “flash sales,” or “buy now
pay later” schemes.
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Step 5: Post-Purchase Behaviour (The Aftermath)
The journey doesn’t end with buying. In fact, the real test of consumer decision-making
comes after purchase.
Two things can happen:
1. Satisfaction:
If the product meets or exceeds expectations, the consumer feels happy,
becomes loyal, and recommends it to others.
Example: Your new Samsung lasts the whole day with one charge. You feel proud
of your decision.
2. Dissatisfaction (Cognitive Dissonance):
If the product fails expectations, the consumer regrets the choice.
Example: Your OnePlus phone heats up, and you regret not buying an iPhone.
This stage decides brand loyalty. A satisfied customer may return again, while a
dissatisfied one may never trust the brand again.
That’s why companies focus heavily on after-sales service, warranties, and customer
support.
Putting It All Together – A Real-Life Story
Let’s narrate the entire process in one simple story:
Riya is a college student. Her old laptop keeps crashing.
1. Need Recognition: Riya realizes she needs a reliable laptop for online classes and
projects.
2. Information Search: She asks her seniors, browses Flipkart, watches YouTube
reviews of Dell, HP, and Apple.
3. Evaluation of Alternatives:
o Dell is affordable but heavy.
o HP has good battery life.
o Apple MacBook is expensive but stylish and long-lasting.
4. Purchase Decision: After comparing, she chooses HP because it balances budget
and features.
5. Post-Purchase Behaviour: Riya is happy because her laptop works smoothly. She
tells her friends HP is reliable, indirectly becoming a promoter for the brand.
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This is how every consumer, including you and me, makes decisions in real life.
Why This Process Matters for Businesses
Understanding the consumer decision-making process is like holding the key to
customer’s mind.
• For Marketers:
They can design ads, discounts, and strategies targeting each stage.
• For Consumers:
It helps make smarter and more rational decisions instead of falling for impulse
buying.
Conclusion
The Consumer Decision-Making Process is a fascinating journey with five clear stages:
1. Need Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase Decision
5. Post-Purchase Behaviour
It is not just theory—it’s something we live every day. From buying chocolates to
choosing a life partner, our brain follows the same steps.
If businesses understand this process deeply, they can win hearts, loyalty, and long-term
profits.
3. Opinion Leaders / Opinion Leadership – Concept, Roles, Characteriscs
o Frequency: 4 mes
o Years Appeared: 2021, 2022, 2023, 2024
Ans: Opinion Leaders / Opinion Leadership – Concept, Roles, and Characteristics
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A Fresh Beginning
Imagine you are in your college classroom. A new mobile phone has just been launched,
and half of your class is confused about whether it’s worth buying. Some students are
reading reviews online, some are watching YouTube videos, but most are waiting for
that one student — the one who always knows the latest tech details.
When this student gives a thumbs up, many others decide to buy. If this student shakes
their head and says, “It’s not good,” suddenly everyone changes their mind.
This special influence is opinion leadership. And that tech-savvy classmate is an opinion
leader.
This simple story shows how, in every society, there are certain people who don’t just
make decisions for themselves but also guide and shape the decisions of others.
Understanding this concept is very important in marketing, communication, sociology,
and psychology.
The Concept of Opinion Leadership
Definition
Opinion leadership refers to the process by which certain influential individuals — called
opinion leaders — affect the attitudes, behaviors, and decisions of others in society.
In simple words, these are the people others listen to, trust, and follow. They don’t force
their opinion on others but naturally become trendsetters, advisors, and guides.
Everyday Examples of Opinion Leaders
1. A popular YouTuber influencing students about gadgets.
2. A senior student guiding juniors on which reference book to use.
3. A fashion blogger setting clothing trends.
4. A farmer in a village adopting a new technique, which others then copy.
5. A respected elder in a family deciding on which insurance plan to buy.
Opinion leadership is not about power or authority, but about trust and credibility.
Roles of Opinion Leaders
Opinion leaders play several crucial roles in society. Let’s break them down like a story.
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1. Information Spreaders
They act like bridges of knowledge. For example, when a new exam rule comes out,
most students don’t read the entire official notice. Instead, they ask that one classmate
who already knows everything.
• They simplify complex information.
• They filter important details.
• They pass it on in easy-to-understand language.
2. Trend Setters
Opinion leaders often decide what becomes popular. Think about how a Bollywood actor
wearing a new style can suddenly make it fashionable across the country.
• In fashion → they set clothing trends.
• In technology → they make gadgets popular.
• In food → they recommend restaurants or diets.
3. Problem Solvers
Whenever people face confusion, opinion leaders step in to guide them. For example, if
villagers are unsure about a government scheme, they approach a well-educated local
leader who explains the process.
4. Decision Influencers
They don’t directly make decisions for others but indirectly shape them. For instance, a
doctor suggesting a vaccine to his patients — people listen because they trust him.
5. Social Connectors
Opinion leaders are well connected. They move between different social groups and
spread information from one circle to another.
Characteristics of Opinion Leaders
Opinion leaders are not chosen randomly — they usually share some unique traits. Let’s
understand them step by step.
1. Knowledgeable
They are well-informed in their area. For example, a tech influencer knows about mobile
phones, while a beauty blogger knows about skincare products.
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2. Socially Active
They love interacting with others. They participate in discussions, group chats, or
community meetings.
3. Credible and Trustworthy
People believe them because they are honest. If they like a product, they recommend it.
If they don’t, they openly say so.
4. Innovators
They are usually the first to try new things — a new app, a new recipe, a new teaching
method. Others follow once they see the results.
5. Good Communicators
They know how to explain complicated things in simple words.
6. Not Always Rich or Powerful
An opinion leader is not necessarily wealthy or holding a big title. Even a common
person in a village can be an opinion leader if people respect their judgment.
7. Role-Specific
Opinion leaders may influence only in certain fields. For example, a person may be an
opinion leader in politics but not in fashion.
Diagram: Opinion Leadership Flow
Here’s a simple diagram to show how opinion leadership works:
Information Source (Media, Ads, Govt. Policy)
↓
Opinion Leaders
↓
General Public
This shows that opinion leaders act like a middle layer — they first understand
information and then pass it to the wider public.
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The Two-Step Flow of Communication
Opinion leadership is best explained by the two-step flow theory of communication:
1. Step 1 → Mass media (like newspapers, TV, social media) shares information.
2. Step 2 → Opinion leaders interpret, analyze, and spread this information to the
general public.
For example, when a government announces a new tax policy:
• Most citizens don’t directly read the full law.
• They wait for financial experts (opinion leaders) to explain on TV or YouTube.
Types of Opinion Leaders
1. Monomorphic Opinion Leaders → Experts in one field (e.g., a tech guru).
2. Polymorphic Opinion Leaders → Influential in multiple fields (e.g., a respected
community leader giving advice on health, education, and politics).
Importance of Opinion Leadership
Why should we study this concept? Because it plays a role in many areas:
• Marketing → Companies use influencers to promote products.
• Politics → Leaders influence voting patterns.
• Health Campaigns → Doctors or celebrities promote awareness about diseases.
• Social Change → Reformers guide society toward progress.
• Education → Teachers or bright students guide others in academics.
Practical Story Examples
Story 1: Health Opinion Leader
During the Covid-19 pandemic, people were unsure about vaccines. Instead of reading
medical journals, most relied on doctors, celebrities, or social activists who explained
why vaccines are safe. These individuals acted as opinion leaders, boosting public trust.
Story 2: Rural Agriculture Leader
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In a small village, when one progressive farmer adopted modern irrigation techniques,
others followed after seeing his success. He became an opinion leader in farming.
Difference Between Opinion Leaders and Formal Leaders
• Formal Leader → Has authority (e.g., a Principal, CEO).
• Opinion Leader → Has influence (e.g., a popular student, a blogger).
The difference is: authority is official, influence is earned.
Conclusion
Opinion leadership is like the invisible thread that connects society. Some people
naturally rise as guides, role models, and trendsetters. They don’t rule with power but
with trust and credibility.
So, whether it is choosing a new phone, voting in elections, or adopting a new farming
method, opinion leaders silently shape our decisions every day.
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