MK0011-Consumer Behaviour

Spring-2016

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Master of Business Administration - MBA Semester 3

MK0011-Consumer Behaviour

(Book ID: B1722)

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. What is positioning & how does it benefit a brand?

Answer. Positioning is the perception of a brand or product in the mind of a target consumer and reflects the essence of that brand or product in terms of its functional and non-functional benefits as judged by the consumer. “7Up” was projected as the “un-cola” positioned as an alternative to the colas. Two simple words crystallised things in the consumers’ minds. HUL’s soap Lux is positioned as the “beauty soap” of

Q2. Discuss the importance of injecting emotions into advertisements. Give suitable examples.

Answer. “As long as your advertisement is noticed it does not matter what you say”, believe some advertisers as the importance of emotions in advertising has come to be recognised. This importance of emotions is primarily due to their ability to attract the attention of customers. Some researchers are of the opinion that the study of the importance and role of emotions on advertising, how emotional responses to advertising influence consumer behaviour, and what causes ads to evoke certain emotions is just in its

Q3. What is brand equity & how does it benefit the company?

Answer. Brand equity refers to the value integral to a well-known brand. It is the incremental value of a business above the value of its physical assets due to the market position achieved by its brand and the extension potential of the brand. Brand equity can be viewed from the perspective of investor, the manufacturer, the retailer or the consumer. Brand names add value to each of these groups. Investors

Q4. Discuss three component model of Attitudes. What is the relevance of this model to advertising objectives?

Answer. Three component model of Attitudes:

Cognitive component

Consumers’ beliefs about an attitude-object are the attributes they ascribe to it. These beliefs result from an individual’s cognitions or knowledge and perceptions obtained by experience with the attitude object and allied information. For most attitude objects, consumers have a number of beliefs and that a specific

Q5. Discuss the nature of family decision making.

Answer. Family decision-making

When two or more family members are directly or indirectly involved in the decision-making process, it is called family decision-making. Such family decisions differ from individual decisions in many ways. For example, consider the purchase of a bicycle for a child, some of the relevant aspects to think about can be: who recognises the need for bicycle? How is a brand selected? Some family purchases are inherently

Q6. Write short notes on:

a)     Approaches to ascertain consumer’s needs

b)     Store image

Answer.  a. Approaches to ascertain consumer’s needs

Generally it is believed that decision-making is the cognitive process of selecting a course of action from among multiple alternatives. The most common examples are shopping and deciding what to eat. Decision-making is said to be a psychological construct. It means that although one can never "see" a decision

Spring-2016

Get solved assignments at nominal price of Rs.125 each.

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

09882243490