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NMIMS
Global Access
School
for Continuing Education (NGA-SCE)
Course: Consumer Behaviour
Assignment Marks: 30
Instructions:
·
All Questions carry equal marks.
·
All Questions are compulsory
·
All answers to be explained in not more than 1000 words for question 1
and 2 and for question 3 in not more than 500 words for each subsection. Use
relevant examples, illustrations as far aspossible.
·
All answers to be written individually. Discussion and group work is
not advisable.
·
Students are free to refer to any books/reference
material/website/internet for attempting theirassignments, but are not allowed
to copy the matter as it is from the source of reference.
·
Students should write the assignment in their own words. Copying of
assignments from otherstudents is not allowed.
·
Students should follow the following parameter for answering the
assignment questions.
|
For Theoretical Answer |
|
For Numerical Answer |
||
|
Assessment Parameter |
Weightage |
Assessment Parameter |
Weightage |
|
|
Introduction |
20% |
Understanding and usage of the
formula |
20% |
|
|
Concepts and Application
related to the question |
60% |
Procedure / Steps |
50% |
|
|
Conclusion |
20% |
|
Correct Answer &
Interpretation |
30% |
June 2021 Examination
1. What is Consumer Personality? Take
any 5 consumer personality traits of your choice and explain how they affect
consumer behaviour.
Ans 1.
INTRODUCTION
Consumer behaviour is the study of people, communities, or
organizations and all behaviours related to the acquisition, use, and disposal
of products and services and how the consumer's emotions, perceptions, and
expectations influence purchasing decisions. Consumer behaviour analysis
suggests that consumers are business players, and position theory assumes that
consumers play several roles in the marketplace. Consumers play a range of
functions in the decision-making process, ranging from
2. Take an innovative product of
your choice. How has it been adopted by consumers? What is Innovation Adoption?
Who are the different adopter categories as per the Innovation Adoption Curve?
Ans 2.
INTRODUCTION
The foundation and subsequent introduction of a good or service
that is either a new or an improved variation of the already existing goods or
services is called product innovation. Since this definition includes the
innovation of goods and services that can still be given a new shape, and for
this reason, this definition of innovation has a broad scope. The product can
be invented in any form like improved quality, better performance, change in
shape or color, or adding new features to an already existing product. There
are many examples of the product innovation that we use in our day-to-
3. In context of Consumer Learning,
explain the following behavioural theories:
A. Classical Conditioning
Ans 3a.
INTRODUCTION
Consumer learning is how consumers gather purchasing and
consumption information and experience to adapt to potential actions. Most of
the experience is unintentional. However, some experiences can be intentional
as well. To enhance consumer learning or understand consumer behaviour, there
are various theories of which one is Classical Conditioning Theory which is
explained as follows:
CONCEPT AND
APPLICATION
B. Instrumental
Conditioning
Answer 3b.
INTRODUCTION
An associative learning mechanism in which "reinforcement
or punishment" is to alter behaviour is known as instrumental
conditioning. It is also a tool for completing such learning. It implies
consumers learn by trial and error, with some purchasing habits leading to more
desirable results (i.e., rewards) than others.
CONCEPT AND
Dear students, get latest Solved NMIMS assignments and
case study help by professionals.
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