Spring-2015
Get solved
assignments at nominal price of Rs.120 each.
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Master of
Business Administration- MBA Semester 3
MK0011–Consumer
Behaviour-4 Credits
(Book ID:
B1721)
Assignment (60 Marks)
Note: Answer
all questions must be written within 300 to 400 words each. Each Question
carries 10 marks 6 X 10=60
Q1. Is it important to consider the
behavior of consumers while deciding on the marketing mix of the company? Why?
Explain with suitable examples.
Answer. Consumer products can be categorized
as convenience goods, for which consumers are willing to invest very limited
shopping efforts. Thus, it is essential to have these products readily
available and have the brand name well known. Shopping goods, in contrast, are
goods in which the consumer is willing to invest a great deal of time and
effort. For example, consumers will spend a great deal of time looking for a
new car or a medical procedure. Specialty goods are those that are of interest
only to a narrow segment of the population—e.g., drilling
Q2. What are the popular positioning
approaches that companies use? Give examples.
Answer. Positioning strategies can be conceived and developed in a
variety of ways. It can be derived from the object attributes, competition,
application, the types of consumers involved, or the characteristics of the
product class. All these attributes represent a different approach in
developing positioning strategies, even though all of them have the common
objective of projecting a favorable image in the minds of the consumers or
audience.
Q3. Explain brand image and the
dimensions of brand personality.
Answer. Brand
image is the current view of the customers about a brand. It can be defined
as a unique bundle of associations within the minds of target customers. It
signifies what the brand presently stands for. It is a set of beliefs held
about a specific brand. In short, it is nothing but the consumers’ perception
about the product. It is the manner in which a specific brand is positioned in
the market. Brand image conveys emotional value and not just a mental image.
Brand image is nothing but an organization’s character. It is an accumulation
of
Q4. Select a restaurant which you
have visited recently. Analyze the atmosphere and physical environment of this
service set up. What image according to you does the restaurant’s environment
convey? What changes would you suggest to make the environment more appealing
to customers?
Answer. Customer
service is not always crucial to the success of an organization. Its
importance is determined primarily by supply & demand. If there are few suppliers
and many consumers, suppliers can dictate the terms of the relationship and
customers may have no choice but to accept them. Most organizations, however,
are not so lucky. Competition has exploded the cozy castles of all but a few
protected markets, and will
Q5. Discuss the application of
multi-attribute model in changing consumer attitudes.
Answer.
An attribute in marketing terms
is defined as a general evaluation of a product or service formed over time. An
attitude satisfies a personal motive—and at the same time, affects the shopping
and buying habits of consumers. Unlike Katz’s explanation of attitude—as it
relates to social psychology, specifically the ideological or subjective side
of man—consumer attitudes exist to satisfy a function.
The utilitarian function is one of the most recognized of
Katz’s four defined functions. The utilitarian function is based on the
Q6.Write short notes on:
a. Optimal Stimulation Level (OSL)
b. b. Dogmatism
Answer. a. Optimal Stimulation Level (OSL)-
Optimum
stimulation level theory (OSLT) is a fairly influential theory with strong
explanatory power. It establishes the relationships between individuals’
physic-psychological factors and cognitive/emotional/attitudinal/behavioral
responses. It also provides insightful guidance for understanding the different
patterns and characteristics in individuals’ daily and working life. There are
reliable individual differences in the amount of stimulation considered optimal
by a given person. To attain a satisfactory level of stimulation
Spring-2015
Get solved
assignments at nominal price of Rs.120 each.
09882651000, 08894387490
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