MK0011 – Consumer Behaviour

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Master of Business Administration- MBA Semester 3

MK0011 – Consumer Behaviour - 4 Credits

(Book ID: B 1221)

Assignment Set -1 (60 marks)

Note: Assignment Set -1 must be written within 6-8 pages. Answer all questions.

Q1.Explain the tri-component attitude model.                                           10 marks(350-400 words)

Answer : In the under discussion model of attitude, three components of attitudes are identified by researchers n these are; Cognitive Component, Affective Component, Co native Component. Three components are interrelated and integrate to form an attitude of a person toward any product or service in consumer scenario.

Q2.Briefly discuss the consumer Research process.                                  10 marks(350-400 words)

Answer : Companies conduct marketing research with consumers to better understand their needs and determine customer satisfaction levels. Consumer research is particularly crucial when a company decides to market a new product. The company must determine the potential success of the product by asking consumers

Q3.Explain the VALS(Value and Lifestyle) framework.                                10 marks(350-400 words)

Answer :  VALS ("Values, Attitudes and Lifestyles") is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services to appeal to the people most likely to purchase them.

VALS was developed in 1978 by social scientist and consumer futurist Arnold Mitchell and his colleagues at SRI International. It

Q4.Discuss Pavlov’s Classical conditioning theory                                      10 marks(350-400 words)

Answer : Classical conditioning (also Pavlov an conditioning or respondent conditioning) is a form of learning in which the conditioned stimulus or CS, comes to signal the occurrence of a second stimulus, the unconditioned stimulus or US

Q5.Describe three types of motivational conflict.                                       10 marks(350-400 words)

Answer : Motivation in the workplace looks at "why." Why does one employee thrive in a particular task while another stumbles? Why does Candidate A go all out to earn a position while Candidate B shows no interest? The employee's motivation guides his decisions and actions. The employee suffers from motivational conflict when the desire to act conflicts with some other emotion or motivation.

Q6.A. What are needs ? What are the various types of needs? Discuss their features.

Answer :  Psychologist Abraham Maslow first introduced his concept of a hierarchy of needs in his 1943 paper "A Theory of Human Motivation" and his subsequent book Motivation and Personality. This hierarchy suggests that people are motivated to fulfil basic needs before moving on to other, more advanced needs.

This hierarchy is most often displayed as a pyramid. The lowest levels of the pyramid are made up of the most basic needs, while the

B. What are different consumer needs, as described by Maslow? Give proper examples to explain each of them.                                                                              5 + 5 = 10 Marks(200 - 250 words each)

Answer : Maslow’s Hierarchy of Needs

Maslow's Hierarchy of Needs is a popular way of thinking about people's needs. Developed by psychologist Abraham Maslow as early as 1943, this theory contends that as humans strive to meet our most basic needs, we also seek

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