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Summer-2013
Master of
Business Administration- MBA Semester 1
MK0011–Consumer
Behaviour-4 Credits
(Book ID: B1722)
Assignment
(60 Marks)
Note: Answer
all questions (with 300 to 400 words each) must be written within 6-8 pages.
Each Question carries 10 marks 6 X 10=60
Q1. Explain the components of
learning and also classical conditioning theory in brief.
Answer. Learning aimed at the three domains of
learning: knowledge, skills and attitudes. These are also termed the cognitive,
psychomotor and affective domains of learning.
Cognitive Domain - This domain includes content
knowledge and the development of intellectual skills. This includes the recall
or recognition of specific facts and concepts that serve
Q2. Briefly discuss the
decision-making models (any three).
Answer. There are three basic models used to
describe the decision making process; the
rational model, Simon's normative model and Administrative Model.
1. The rational model proposes that people follow a
rational, four step sequence when making decisions. The four steps are:
Ø Indentifying the problem
Ø Generating solutions
Ø Selecting a solution
Ø Implementing and evaluating the
solution
Q3. Write short notes on the
following:
A. Forms of Motivational conflict.
B. Forms of Defense mechanisms.
Answer. A. Sometimes the urge to do something
worthy or good or pleasurable is directly opposed by the fact that it involves
pain or inconvenience or hard work. Then the organism is in conflict between
two opposite motives. That is one form of motivational conflict called an
approach/avoidance conflict. One may also feel torn between two different
pleasures. Or one
B. Defense mechanisms:
1. Denial
Denial is
the refusal to accept reality or fact, acting as if a painful event, thought or
feeling did not exist. It is considered one of the most primitive of the
defense mechanisms because it is characteristic of early childhood development.
Q4. 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.
Q5. Discuss the influences of the
reference group and Applications of reference group in a company.
Answer. A reference group is one that the individual tends to
use as the anchor point for evaluating his/her own beliefs and attitudes. One
may or may not be a member and may or may not aspire to membership in a
reference group; nevertheless, it can have great influence on one's values,
opinions, attitudes, and behavior patterns. A reference group may be positive; that is, the individual
patterns his or her own beliefs and behavior to be congruent with those of the
group.
Q6. 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 that the innovator adopts.
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