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Summer 2013
Master of Business Administration- MBA Semester 3
MK0011 – Consumer Behaviour
Q1. Explain the components of learning and also
classical conditioning theory in brief. (Components- 3 marks; theory- 7 marks)
10 marks
Answer : Components of learning :
Attention:
The observer has
to be watching what the other person is doing and saying in order to copy it.
The observer notices something in the environment.
Retention:
This is where
the observer codes the information into long-term memory so that the
information can be retrieved later on. The observer remembers what was noticed.
Q2. Briefly discuss the decision-making models (any
three). (Decision making models- 10 marks) 10 marks
Answer : Decision- making models :
1. Simon's decision making model :
Decision-making,
in organizations, is regarded as a rational process Herbert A. Simon has given a model to describe the
decision–making process. The model comprises of three major phases, namely.
i) Intelligence
ii) Design, and
iii) Choice
Q3. Write a short notes on the following: A. Forms of
Motivational conflict (forms- 3 marks) B. Forms of Defense mechanisms (forms -7
marks) 7+3 marks =10 marks
Answer : Forms of motivational conflicts :
1. Approach-Approach Motivational Conflict :
A consumer who
must choose between two attractive alternatives faces approach-approach
conflict. The more equal this attraction, the greater the conflict. A consumer
who recently received a large cash gift for graduation (situational variable)
might be ton) between a trip to Hawaii
Q4. Describe the levels of consumer decision making
while buying. (Levels – two for 3 marks and two for 2 marks) 10 marks
Answer : Levels of consumer decision making while
buying :
1.Problem Recognition :
In this
information processing model, the consumer buying process begins when the buyer
recognizes a problem or need. For
example, Doug may realize that his best suit doesn’t look contemporary any
more. Or, Kathleen may recognize that her
personal computer is not performing as well as she thought it should. These are the kinds of problem that we as
consumers encounter all the time. When
we found out a difference between the actual state and a desired state, a
problem is recognized. When we find a
problem, we usually try to solve the problem.
We, in other words, recognize the need to solve the problem.
Q5. Discuss the influences of the reference group and
Applications of reference group in a company. (Influences – 6 marks; Applications
– 4 marks) 10 marks
Answer : Influence of the reference group :
A reference
group is one that the individual tends to use as the anchor point for
evaluating his/her own beliefs and attitudes. One may or may not be a member
and may or may not aspire to membership in a reference group; nevertheless, it
can have great influence on one's values, opinions, attitudes, and behavior
patterns. A reference group may be positive; that is, the individual patterns
his or her own beliefs and behavior to be congruent with those of the group.
Or, it may be negative. A negative reference group is just as influential. The
church, labor union, political party, or sorority are examples of both
Q6. Explain the five categories of Adopters in
innovation process. (Categories – each 2 marks)
Answer : Categories of adopters in innovation process
:
1. Innovator: Venturesome :
Observers have
noted that venturesomeness is almost an obsession with innovators. They are
very eager to try new ideas. This interest leads them out of a local circle of
peer networks and into more cosmopolite social relationships. Communication
patterns and friendships among a clique of innovators are common, even though
the geographical distance between the innovators may be considerable. Being an
innovator has several prerequisites. These include control of substantial financial
resources to absorb the possible loss owing to an unprofitable innovation and
the ability to understand and apply complex technical knowledge.
Dear students get fully solved assignments
Send your semester & Specialization name to our
mail id
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