1. Why should a marketer study consumer behaviour ? 2. Briefly explain the sociological model of consumer behaviour. 3. Define perception. 4. What is brand personality ? 5. What are the various consumer roles ? 6. What is a 'reference group'? 7. What are the available sources for a consumer during 'information search' stage ? 8. Explain the 'Esteem' needs in the Maslow's need hierarchy model. 9. Briefly explain the process of organizational buying 10. Briefly explain the services marketing mix.