MK0011–Consumer Behaviour

Spring-2015

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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.,

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

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 contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all. The main elements of positive brand image are- unique logo

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

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 ethical theory of utilitarianism, whereas an individual will make decisions based entirely on the producing

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

Spring-2015

Get solved assignments at nominal price of Rs.120 each.

Mail us at: subjects4u@gmail.com or contact at

08894344452, 08894387490