MK0011- Consumer Behaviour

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                                                                      ASSIGNMENT

DRIVE	SPRING 2014
PROGRAM	MBADS (SEM 3/SEM 5) MBAFLEX/ MBAN2 (SEM 3) PGDMMN (SEM 1)
SUBJECT CODE & NAME	MK0011- Consumer Behaviour
BK ID	B1722
CREDIT & MARKS	4 Credits, 60 marks

1 The ability to develop successful new products is critical to a company’s sales, future growth and long-term survival. Customers evaluate all new products based on their perceptions. Discuss the five categories of adopters classified by time of adoption.

Answer:-Everett M Rogers examined more than 500 studies on diffusion and concluded that there are five categories of adopters classified by time of adoption:

Innovators

·         They constitute, on an average the first 2.5 percent of all those consumers who adopt the new product and are technology enthusiasts.

·         Their venturesome attitude is reflected in their risk taking willingness and eagerness bordering obsession to try new products and

2 Discuss the three component model of attitudes. What is the relevance of this model to advertising objectives?

Answer:Three component model of attitudes 6

According to this model, attitudes consist of three main components:

1.      Cognitive component (knowledge, beliefs)

2.      Affective component (emotions, feelings)

3.      Conative component (behavioural aspect)

Cognitive component

Consumers’ beliefs about an attitude-object are the attributes they ascribe toit. These beliefs result from an individual’s cognitions or knowledge

3One of the most critical decisions about creative strategy in advertising involves the choiceof an appropriate appeal. Some ads are designed with the intent of appealing to therational, logical aspect of the consumer’s decision making process. Discuss the advertisingappeals which are classified as rational & logical appeals.

Answer:-Classification of advertising appeals 

1 Rational appeals: These appeals focus on the audience’s self-interest and are directed at the thinking aspect of decision-making process. Such appeals attempt to show that the product or service will produce the desired benefits. Examples are ad messages that promise economy, assurance of resale value, quality, durability, reliability and ease of use, etc. This ad conveys the reliability and ease of use.

4 Describe the levels of consumer decision making while buying.

Answer:-Levels of consumer decision making 

1 Purchase Decision Involvement

Purchase involvement is the level of concern for, or interest in, the purchase process stimulated by the need to consider a certain purchase. It is important to realise that consumer involvement can take many forms and a broad distinction is that it can be cognitive. For example, a consumer may be motivated to learn about the latest specifications of the new iMac or emotional when he is considering the purchase of a gift for his wife on their first

5 A product or service that a person might buy to satisfy some needs often comes at theexpense of depriving another need as the person may be short on resources. Thesecompromises are described as motivational conflict. Explain the principal form ofmotivational conflict with examples.

Answer:-Explanation about motivation and motivational conflict

A motivational goal has valence (strength). This valence can be positive or negative. Consumers are motivated to approach the goal with positive valence However, some behaviour is directed at avoiding a negative outcome. For example, many consumers work hard to avoid rejection and will stay away from products they perceive to be associated with social disapproval. Some products, such as deodorants, toothpaste, mouthwash and anti-dandruff shampoo, etc. use negative motivation by showing embarrassing consequences.

A product or service that a person might buy to satisfy

6 Write a short note on the following:

A.     Involvement and types of consumer behavior

Consumer behaviour varies with involvement level on the one hand and the degree of perceivable brand differences on the other. Figure 6.6 depicts the consumer involvement and the complexity of the decision-making process.

Considering the level of consumer involvement and the complexity of decision-making, four types of consumer choice processes or buying behaviours emerge.

1. Complex decision-making (extensive problem solving behaviour) – This best describes the traditional hierarchy model. The consumer develops

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