MKT302 - Consumer Behaviour

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Master of Business Administration - MBA Semester 3

MKT302 - Consumer Behaviour

Set – 1

Q1. Explain Market Segmentation. Describe the important bases on which markets are segmented.

Answer. Positioning is a decision reached by a marketer to try to achieve a defined brand image relative to competition within a market segment. Product positioning decisions are strategic

Q2. Write short notes on Psychoanalytic Theory/Freudian Theory and Trait Theory and Consumer Behaviour.

Answer. Freud’s Theory of Motivation

Sigmund Freud’s psychoanalytic theory has had a strong influence on the development of modern psychology and on

Q3. Write short notes on Tri Component Attitude Model and Katz functional theory and attitude change.

Answer. Tri-component attitude model

According to this model, attitudes consist of three main components:

1. Cognitive component (knowledge, beliefs)

Set - 2

Q1. Explain the Consumer decision Making process.

Answer. Understanding Consumer decision – Making process

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, one can infer from observable behaviour that a decision has been made. Therefore, we can conclude that a psychological event called "decision-making" has occurred. It is a construction that imputes commitment to action. That is, based on observable actions, it is assumed that people have made a commitment to effect the action.

Q2. Explain any five factors affecting diffusion of innovation. What are the five categories of adopters classified by time of adoption?

Answer. Factors Affecting Diffusion of Innovation

The chances of a product’s adoption and subsequent diffusion are largely dependent on its nature. The rate at which the diffusion of an innovation takes place is a function of the

Q3. Write short notes on Nicosia Model of Consumer Decision-Making (Conflict Model) and Howard-Sheth Model

Answer. Nicosia Model of Consumer Decision-Making (Conflict Model)

Francesco Nicosia was one of the first to develop consumer behavior model in the early 1960s and shift focus from the act of purchase itself to the more complex decision process that consumers engage in

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