Monday, February 12, 2018

MKT302 - Consumer Behaviour

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FALL 2017
Master of Business Administration - MBA
MKT302 - Consumer Behaviour

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.


Question. 1. Define Consumer Behaviour. What are the various Buying Roles in the Individual Consumer Buying Decision Process? What are the various categories of Organisational buyers?

Answer: Buying Behavior is the decision processes and acts of people involved in buying and using products.

Need to understand:

·       why consumers make the purchases that they make?
·       what factors influence consumer purchases?

Question. 2. Write short notes on Sigmund Freud’s psychoanalytic theory on Personality and Social/Cultural (Neo-freudian) Theory of personality.

Answer: The Neo-Freudian is a group of psychiatrists and psychologists that constituted the followers of Sigmund Freud. Freud is popularly known as the father of psychiatry, and by many, father of modern personality theory.

Because Sigmund had always been very stubborn and rigid about his ideas and theories, hence his members and followers began to break from the Freudian camp. These neo-Freudians extended Freud’s theory in social and cultural directions, and came up with theories that were well received in their own right.

Question. 3. What are the various components of Learning? Explain Classical Conditioning.

Answer: The Classical Conditioning Theory was proposed by a Russian Physiologist Ivan Pavlov. According to this theory, behavior is learnt by a repetitive association between the response and the stimulus.

The classical conditioning theory is based on the assumption that learning is developed through the interactions with the environment. Also, the environment shapes


Question. 1. Define Attitude. What are the factors that inhibit relationship between Beliefs, Feelings and Behaviour

Answer: An attitude is a positive; negative or mixed evaluation of an object that is expressed at some level of intensity. It is an expression of favorable or unfavorable evaluation of a person, place, thing or event.

These are fundamental determinants of our perceptions

Question. 2. What do you mean by Diffusion of Innovation? What are the factors affecting Diffusion of Innovation?

Answer: The diffusion of innovation is the process by which new products are adopted (or not) by their intended audiences. It allows designers and marketers to examine why it is that some inferior products are successful when some superior products are not.

Question. 3. Explain Organisational Buying Behaviour. What are the various factors influencing Organisational Buyer Behaviour?

Answer: If your organization is a B to B organization, you must consider the factors that influence organizational buying decisions, when developing your marketing plans and sales strategies. To know more about these factors, keep reading.

Organizational buying is much more complex than consumer buying, and thus deserves to be studied separately. The entwined interpersonal relationships

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