FALL-2015
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assignments at nominal price of Rs.125 each.
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Master of
Business Administration - MBA Semester 3
MK0011-Consumer
Behaviour
(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. “Marketers manage product
positioning by focusing their marketing activities on a positioning strategy”.
Explain
Answer: There are 7 approaches to
positioning strategy:
i. Using product characteristics or
customer benefits:
In this
case, segmentation is done keeping in mind the product characteristics or
customer benefits.
Sometimes, a
new product is positioned with respect to a product characteristic that
competitors have ignored. BenQ was positioned as a provider of morphing-enabled
mobile pictures, a feature absolutely new in the market. Sometimes a product
attempts to position itself along two or more product characteristics
Q2. Explain motivational conflict and
its principles.
Answer. Conflict is bad things happening to good
people, but it’s also bad things happening to bad people.
Conflict is
friction, tension and opposition. What personifies the conflict in your
nonprofit story? Is it something abstract like war? Something more grounded,
like Monsanto? Or something even more personal, like a parent abusing their
child?
Q3. Explain Absolute threshold and
Differential Threshold with the help of an example each.
Answer. Absolute Threshhold: In neuroscience and psychophysics, an
absolute threshold was originally defined as the lowest level of a stimulus-
light, sound, touch, etc.-that an organism could detect. Under the influence of
signal detection theory, absolute threshold has been redefined as the level at
which a stimulus will be detected a specified percentage (often 50%) of the time.
The absolute threshold can be influenced by several different factors, such as
the
Q4. Explain with one example each,
the factors that inhibit relationship between beliefs, feelings and behaviour.
Answer. Feelings play a crucial role in determining
human behavior. Our behavior toward other persons is determined by our feelings
toward them. Obviously, we behave differently toward those we like than toward
those we dislike.
Assuming
that we have no reason to hide or disguise our feelings, if we like certain
people, we are more likely to spend time with them, talk with them, confide in
them, do nice things for them, and in general we strive to make them happy. On
Q5. “Cultural Values are enduring
beliefs that a given behaviour or outcome is desirable or good”. Explain
Answer. Individual cultures emphasize values
which their members broadly share. One can often identify the values of a
society by noting which people receive honor or respect. In the United States
of America, for example, professional
Q6.Write short notes on:
a) The Adoption Process
b) Post-Purchase Behaviour of a
consumer
Answer. a) The Adoption Process:
1.
Product Awareness:
This first
stage is about creating awareness that your product is in the market. It is important that your company develops a
successful avenue for your consumers to become aware of your product. If
consumers do not know your product exists, than it might as well not
exist! Create marketing material. These can be one-sheets, video teasers,
images, and landing pages. Make these
marketing materials easily accessible.
Utilizing creativity and wit is a great way to engage consumers in this
awareness stage. I recommend creating a
strong social presence for said product. In the era of social media, many tools
are available in the market that provide
b) Post-Purchase Behaviour of a
consumer:
Consumer
behaviour is the study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society.It blends elements from psychology, sociology,
social anthropology, marketing and economics. It attempts to understand the
decision-making processes of buyers, both
FALL-2015
Get solved
assignments at nominal price of Rs.125 each.
Any issues
mail us at: subjects4u@gmail.com or contact at
08894344452
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