MK0011 – Consumer Behaviour

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Master of Business Administration- MBA Semester 3

MK0011 – Consumer Behaviour - 4 Credits

(Book ID: B 1722)

Assignment Set -1 (60 marks)

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

Q1. What are the Popular positioning approaches that companies use? Giveexamples.10 marks(350-400 words)

Answer : Positioning  strategies can be conceived and developed in a variety of ways. It can be derived from the object attributes, competition, application, the types of consumers involved, or the characteristics of the product class. All these

Q2. Briefly discuss the decision-making models. 10 marks(350-400 words)

Answer : As a leader, you'll frequently be required to make decisions which can have significant impacts on your organisation and team. Therefore, you should have a good understanding of the different models of decision making and what's involved in making a good decision.

The first thing you should be aware of is the importance of critical thinking and its direct impact on effective decision making.

Q3. Write a short notes on the following:

A. Involvement and types of consumer behaviour

Answer : Wants are unlimited and the resources to satisfy these wants are limited. So the consumers think rationally before buying any product. Buying a toothpaste is totally different from buying a luxury car. The more expensive

B. Dimensions of Involvement.10 marks(350-400 words)

Answer : A conceptual definition of involvement and a conceptual model of how involvement affects the information acquisition process are presented. This definition views involvement as an internal state of an individual with both intensity and directional properties. As such, it is one of many different variables that may

Q4. Discuss different types of message appeals that are commonly used. Giveexamples.10 marks(350-400 words)

Answer : Commercial and print ads use some form of appeal to reach potential customers. Advertisers use appeal to influence a customer to purchase a product or support a cause. Appeals speak to an

.

Q5. Discuss the three component model of attitudes. What is the relevance of this model to advertising objectives.10 marks(350-400 words)

Answer : What is attitude?

Attitudes are usually defined as a disposition or tendency to respond positively or negatively towards a certain thing (idea, object, person, and situation). They encompass, or are closely related to, our opinions and beliefs and are based upon our experiences.

Q6. Write a short notes on the following:

A. Defence mechanisms

Answer : In Freudian psychoanalytic theory, defence mechanisms (or defence mechanisms) are psychological strategies brought into play by the unconscious mind to manipulate, deny, or distort reality (through processes including, but not limited to, repression, identification, or rationalization),[2] and to

.

B. Motive arousal 5 + 5 = 10 Marks(200 - 250 words each)

Answer : The arousal of any particular set of needs at any specific point in time may be caused by internal stimuli found in the individuals physiological condition, emotional or cognitive processes, or by stimuli in the outside environment.

·         Physiological arousal

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