2nd
set
Solved assignments for Rs.150 each
08627023490
Fall-2013
Master of
Business Administration - MBA Semester 3
MK0011–Consumer
Behaviour-4 Credits
(Book ID:
B1722)
Assignment
(60 Marks)
Note: Answers
for 10 marks questions should be approximately of 400 words. Each question is
followed by evaluation scheme. Each Question carries 10 marks 6 X 10=60.
Q1. Explain the tri-component
attitude model
Answer. Attitudes are usually defined as a
disposition or tendency to respond positively or negatively towards a certain
thing (idea, object, person, and situation). They encompass, or are closely
related to, our opinions and beliefs and are based upon our experiences.
Attitudes are evaluative statement favorable or unfavorable
related to person, object or event. They reflect that how one feel about
something. For example if someone says that I like my job. This statement
expresses
Q2. Describe the levels of consumer
decision making while buying.
Answer. The consumer purchase decision
process is generally viewed as consisting of sequential steps or stages through
which the buyer passes in purchasing a product or service. The various steps in
this process as well as the relevant internal psychological processes that occur
at each stage such as motivation, perception, attitude formation, integration
and learning.
A. Problem recognition — the first step in the consumer
decision-making process is that of problem recognition, which is caused by a
difference between the consumer’s ideal state and actual state. There are
various causes of sources of problem recognition. These include:
Ø Out of stock
Ø Dissatisfaction
Ø New needs/wants
Ø Related
Q3. Explain brand image and the
dimensions of brand personality.
Q4. Explain the VALS (Value and
Lifestyle) framework with diagram.
Answer. VALS
("Values, Attitudes and Lifestyles") is a proprietary research
methodology used for psychographic market segmentation. Market segmentation is
designed to guide companies in tailoring their products and services to appeal
to the people most likely to purchase them.
The main dimensions of the VALS framework are primary
motivation (the horizontal dimension) and resources (the vertical dimension).
The vertical dimension segments people based on the degree to which they are
innovative and have resources such as income, education, self-confidence,
intelligence,
Q5. Explain the five categories of
Adopters in innovation process.
Answer. 1. Innovator: Venturesome
Observers
have noted that venturesomeness is almost an obsession with innovators. They
are very eager to try new ideas. This interest leads them out of a local circle
of peer networks and into more cosmopolite social relationships. Communication
patterns and friendships among a clique of innovators are common, even though
the geographical distance between the innovators may be considerable. The
innovator must be able to cope with the high degree of uncertainty about an
innovation at the time
2nd
set
Solved
assignments for Rs.150 each
08627023490
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