Consumer Behaviour - JNU solved assignments

 

Dear students, get latest JNU MBA Solved assignments by professionals.

Mail us at: help.mbaassignments@gmail.com

Call us at: 08263069601

 

JAIPUR NATIONAL UNIVERSITY, JAIPUR

School of Distance Education & Learning

Internal Assignment No. 1

Master of Business Administration / DM

Paper Code:   MBA/MM-201

Paper Title: Consumer Behaviour

 

                       

 

 

Q 1. Answer all the questions:

(i..) What is learning? List the elements of learning process.

Answer:  Learning: Learning can be defined as a change in behavior as a result of experience. This can be physical and overt, or it may involve complex intellectual or attitudinal which affect behavior in more subtle ways.  There are different elements of learning.

Elements: The elements of learning

 

 

(ii) What do you understand by dynamic characteristic of motivation?

Answer: Characteristics of motivation are:-

1. Motivation is a psychological concept : - motivation should come from inside each individual.

 2. The whole individual

 

(iii) What is relationship marketing?

Answer: Relationship Marketing

Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. This customer relationship management (CRM) strategy focuses more on long-term customer retention than

 

 

(iv) List the factors responsible for perceptual distortion.

Answer: Perception is the organization, identification, and interpretation of sensory information in order to represent and understand the environment. Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture. Perception depends not only on the physical stimuli

 

 

(v) List the stages of consumer buying decision process.

Answer: Before you can optimize your customer’s buying decision process, you must be clear about what it entails. You must know the consumer buying process definition. The buying decision process is the path that customers take while moving toward doing business with you. It’s similar to a purchase funnel in that it is a downward flowing

 

 

Q.2. Discuss Howard Sheth Model of buying behavior.

Answer: Howard Sheth Model of buying behavior

 The Howard Sheth Model is a sophisticated integration of the various social, psychological, and marketing influences on consumer choice into a coherent sequence of information processing. It aims not only to explain consumer behavior in

 

Q. 3. What are reference groups? Discuss various types of reference groups that are relevant to consumer behaviour.

Answer: Reference groups:  A reference group is the group whose perspective we consider. Now our reference could be very large or very small including few of our family members or few close friends. Reference groups influence people a lot in their buying decisions. They set the levels of lifestyle, purchasing patterns, etc.

Q. 4. What it is important for marketers to study family life cycle. Discuss its significance for marketers.

Answer: Concept: The concept has grown in popularity in the last few decades because of being applied in different kind of industries with successful results. Until now you might have heard about product life cycle or customer life cycle. However, the family life cycles is focusing on shopping styles, information use and decision making differences by a

 

 

 

 

 

 

 

 

 

 

 

 

JAIPUR NATIONAL UNIVERSITY, JAIPUR

School of Distance Education & Learning

Internal Assignment No. 2

Master of Business Administration / DM

 

Paper Code:   MBA/DMM-201                     Paper Title: Consumer Behaviour

 

 

Q 1. Answer all the questions:

 (i) List the factors that influence consumer buying behavior.

Answer:  Factors that influence consumer buying behavior: –

Marketing Factors:- Each element of the market mix – product, pricing, promotion and place (distribution) – has the potential to affect the buying process at various stages.

·         Product

·         Pricing

 

(ii) Define reference groups. Give Example.

Answer: Reference groups: A reference group is a concept referring to a group to which an individual or another group is compared. It is a collection of people that we use as a standard of comparison for ourselves regardless of whether we are part of that group. We use reference groups to evaluate the relative worth or desirability of our

 

 

(iii) What do you understand by innate needs? Give examples.

Answer: Innate Needs:  Innate Needs are those an individual is born with. They are Physiological (biogenic) in nature; they include all factors required to sustain physical life like food, water, shelter, clothing, physical safety etc. Goods that are purchased, based on innate needs, are simple things like food, water, clothes, shoes and other necessities. Some people would argue that goods like this would have to be really basic in order for their purchase to be based on innate needs, but whether a customer buys luxury versions of these products or not, the products are still required in their daily life. An individual, or a consumer, would simply be unable to go without these kinds of products in their life.

 

(iv) What is social stratification?

Answer:  Social stratification: Social stratification is a concept involving the “classification of people into groups based on shared socio-economic conditions, a relational set of inequalities with economic, social, political and ideological dimensions.” When differences lead to greater status, power or privilege for some groups over the other it is called social stratification. It is a system by which society ranks categories of people in a hierarchy.

 

(v) List the stages of family life cycle.

Answer:  Family Life Cycle is comprised with 8 different stages:

·         The Bachelor Stage (singles)

·         Full Nest 1 (couples with small children)

·         Parents with Children

·         Full Nest 2 (Middle-aged Couples with dependent children)

·         Empty Nest 1(Middle-aged Couples with no children living at home)

·         Older Couples with no children

·         Empty Nest 2 (Older, Widowed, Single, divorced and retired)

 

Q.2 Discuss Nicosia Model of buying behavior.

 

Answer: Nicosia Model of buying behavior: Francesco M. Nicosia a leading scholar in the field of consumer behavior propounded a comprehensive model in 1966 to analyze consumer’s behavioral processes. The model concentrates on the communication process that occurs between a brand and a consumer. It uses a flow of events through different stages that are identified as fields.

The firms marketing communications, consumer’s attributes, consumer’s decision process and feedback are the main components that are represented in this dynamic model.

Nicosia Field 1: The first field represents the output of a commercial message in the form of advertising or other communication tools and its effect on the consumer individual.

This field is the sum of two subfields. Subfield one that represents the product’s attributes and the brand communication efforts and subfield two with the consumer’s attributes and represents the meaning he gives to the message which affects his reception of the message.

Nicosia Field 2: The message in field one produces a certain attitude on the individual that leads to the search and alternative evaluation phases in the decision process. If from this process results from a motivation to buy we can now advance to Nicosia Field three.

Nicosia Field 3: Field three represents the transformation of motivation into the act of purchase or non-purchase. This leads to a certain purchasing behavior analyzed in field four.

Nicosia Field 4: Field four deals with the use of the purchased item and how it generates an experience that will determine future behavior towards the product as a relation of the purchase consequence stored in memory. The output in field four is feedback of consumption and sales to the company.

With this model Nicosia was able to represent consumer’s behavior when receivers of a message and has agents in the buying process generated by that flow of information from a company. There are a number of arguments that put this model in a difficult position to be widely accepted. This includes the influences and inter-relationships among the consumer attributes, the unspecified type of consumer, the possible existing relationship between the company and the individual or its unique use in first exchange situations.

 

Q. 3.    Discuss the strategies adopted by marketers to make the favorable attitude of people towards their products.

Answer:  A tendency to respond positively or negatively towards a certain idea, object, person or situation is called Attitude. Our attitudes are formed by the influence of the  personal experience, social media, and even from the environment. Therefore, the key strategy for the marketers is to alter the attitudes of the consumers. The aim of the marketers is to create a positive attitude in consumer minds to attract the product comparison to competitor’s. Generally, it is very difficult to change the attitude of the consumers when they suspect that the marketer has a self-serving agenda in bringing about this change(Litvin & MacLaurin 2001). There are five attitude change strategies by Shiffman et al(2014).

1)Changing The Basic Motivational Function: By making a particular needs prominent, we can change the consumer attitudes towards a product or a brand. One method that we can use to change the motivation of the consumer is called functional approach. They are classified into four functions: (i) Utilitarian Function, (ii) Ego-defensive function (iii) Value expressive function and (iv) Knowledge Function

For example, Value Expressive Function; Attitudes can be expressed when the consumer reflect a product or service based on their self concept or central values. It gives consumers to gain positive feelings about themselves through expressing their self image of who they are.If the consumer likes wearing active wear like sports wear it shows her identity that he/she enjoys being active and,sporty . Marketers can approach by targeting the consumer’s attitude on their outlook, lifestyle and self-image by reflecting these characteristics while advertising and marketing.

2)Associating the product with an admired group or event: Attitudes of consumers towards the particular brands and services can possibly be changed by consolidating with social groups or events. For example, recently Mc Donald’s made a biggest fast food collaboration with cartoon Despicable Me 3. Mc Donald’s added a new menus with minions influenced items in order to help promote Despicable Me 3 . The research shows that it is indicated a good idea to exposed to the consumers the reason oftheir sponsorship in order to avoid negative motives.15989819_mcdonalds-philippines-launches-despicable_3a26580f_m

3) Resolving two conflict attitudes: Sometimes, attitude change strategies candetermined actual and possible conflict between two attitudes. If the consumers were made to have a negative impact on the product or a specific brand, but if they do not have any conflict, this made the consumers to alter their judegement of the product. For example, disposing nappies can be made for the environment but as it is made with organic cotton, it helps with the environment sustainability.

 

 

 

4) Altering components of the multi-attribute model : Multi attribute is a strategy  to change the attitude of the consumer by altering the evaluation of products,changing the perception about the brand and remodeling the over-all brand rating by adding an attribute to a product. It changed the negative aspect that the consumers have towards the product or brand by reinforcing their persisting beliefs. It is done by adding an attribute that has been ignored by reflecting its actual product innovation . Therefore it changedthe rating of the brand. Eg- Guinnes beer

 

Q.4 “It is important for marketers as well as for consumers to study consumer behavior.” Justify the statement.

Answer:  The study of consumer behavior enables marketers to understand and predict consumer behavior in the market place. It is concerned not only with what consumers buy but also with why, when, where, how and how often they buy it. Again, consumer research is the methodology used to study consumer behavior and takes place at every phase of the consumption process. Study of consumer behavior is the study of how an individual makes their purchase decision with respect to their available resources (money). In this unit, we are going to discuss the buying behavior of household consumers or personal consumers, institutional consumers and industrial consumers. Generally, personal consumers buy goods and services for their own consumptions and institutional and industrial consumers buy goods and services in order to run their business.

Consumer behavior has become an integral part of strategic market planning. The belief that ethics and social responsibility should also be integral components of every marketing decision is embodied in a societal marketing concept.

Importance of Consumer behavior

(i)                  The study of consumer behavior enables us to become a better consumer. It will help the consumer to take more precise consumption-related decisions.

(ii)                It helps marketers to understand consumer buying behavior and make better marketing decisions.

(iii)               The size of the consumer market is constantly expanding and their preferences were also changing and becoming highly diversified. So without studying it, marketers cannot predict the future of their business.

Marketing managers regarded consumer behavior discipline as an applied marketing science, if they could predict consumer behavior, they could influence it. This approach has come to be known as positivism and the consumer researcher who are primarily concerned with predicting consumer behavior is known as positivists. As the marketing research began to study the buying behavior of consumers, they soon realized that many consumers rebelled using the identical products everyone else used, for example in case of purchase of house, interiors, car, and dress material etc. people prefer unique products. Consumers preferred differential products that they felt reflected their own special needs, personalities and lifestyles.

To meet the need of consumers, marketers adopt market segmentation policy. They use promotional techniques to vary the image of their products so that they would be perceived as better fulfilling the specific needs of certain target segments. Other reasons for the development of consumer behavior includes the rate of new product development, growth of consumer movement, public policy concerns, environmental concerns and the growth of both nonprofit marketing and international marketing.