MK0011 – Consumer Behaviour

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Master of Business Administration- MBA Semester 3, fall 2014

MK0011 – Consumer Behaviour

(Book ID: B 1722) Assignment (60 marks)

Q1. Explain the tri-component attitude model

(Cognitive component-4 marks, affective component-3 marks, conative component-3 marks) 10 marks

Answer.

Tri-component attitude model

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

1. Cognitive component (knowledge, beliefs)

2. Affective component (emotions, feelings)

3. Conative component (behavioral aspect)

Q2. Describe the levels of consumer decision making while buying. 10 marks

Answer.

Levels of Consumer Decision Making

Researchers are realizing that consumers possess a repertoire of buying decision strategies. A consumer evaluates the level of effort required to make a certain choice, then selects a strategy best suited for the occasion. This sequence is referred to as constructive processing and means that consumers adjust their degree of cognitive "effort" to the task at hand. The complexity and consumer involvement in a purchase decision vary based on the nature of purchase and the b

Q3. Explain brand image and the dimensions of brand personality

(Explanation of brand image-3 marks, dimensions of brand personality-7 marks) 10 marks

Answer.

Brand Image

Brand image is the impression or idea evoked by exposure to a named brand. Like brand personality, brand image is not something a brand has or it doesn’t. A brand is unlikely to have one brand image, but several, though one or two may predominate. The key in brand image research is to identify or develop the most powerful images and reinforce them through subsequent brand communications. It is based on the proposition that consumers buy not only a product (commodity), but also the image associations of the product, such as power, wealth, sophistication, and most importantly, identification and association with other users of the brand. Good brand images are instantly evoked, are positive, and are almost always unique among competitive brands. Brand image can be reinforced by brand communications such as

Q4. Explain the VALS (Value and Lifestyle) framework with diagram.

(VALS Framework-8 marks, Diagram-2 marks) 10 marks

Answer.

Values and Lifestyles (VALS)

Stanford Research Institute (SRI) developed a popular approach to psychographic segmentation called Values and Lifestyles (VALS). This approach segmented consumers according to their values and lifestyles in the USA. Figure depicts the VALS framework.

According to the present classification scheme, VALS has two dimensions. The first dimension, primary motivations, determines the type of goals that individuals will pursue and refers to the pattern of attitudes and activities that help individuals reinforce, sustain or modify their social self image. This is a fundamental human need. The second dimension, re

Q5. Explain the five categories of Adopters in innovation process. 10 marks

Answer.

Five categories of Adopters in innovation process

These are as follows:

Q6. Briefly discuss the decision-making models.

(Nicosia Model of Consumer Decision-Making-3 marks, Howard-Sheth Model-4 marks, Engel, Blackwell, Miniard Model-3 marks) 10 marks

Answer.

1.                  Nicosia Model of Consumer Decision-Making (Conflict Model)

Francesco Nicosia was one of the first to develop consumer behavior model in the early 1960s and shift focus from the act of purchase itself to the more complex decision process that consumers engage in about products and services.

Dear students get fully solved  SMU MBA Fall 2014 assignments

Send your semester & Specialization name to our mail id :

  “ help.mbaassignments@gmail.com ”

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Call us at : 08263069601

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