1. How would you differentiate between organizational buying and individual buying? Taking the example of purchase of a computer for your personal use and for organizational purposes, explain the differences.

 2. Explain the concept of family life cycle. How do the family life cycle stages affect the consumption patterns? Give its implications for the marketer of health insurance policies.

 3. What do you understand by reference group influence? Suggest a few products for which you think reference groups would exert a strong influence with regard to the purchase of the product and the brand. Provide explanation for your choice.

 4. What is the need to study post purchase behavior of consumers? Explain its implications for the marketers of consumer durables.

 5. Explain the concept of learning and discuss its marketing implications.

 6. Explain the relevance of studying Howard Sheth Model of consumer behavior for a marketer.

 7. Explain the concept of culture and sub-culture. Discuss the relevance of sub-culture segmentation for food products.