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DRIVESPRING
2014
PROGRAM-MBADS
(SEM 3/SEM 5) MBAFLEX/ MBAN2 (SEM 3) PGDMMN (SEM 1)
SUBJECT
CODE & NAME-MK0011- Consumer Behaviour
BK
ID-B1722
CREDIT
& MARKS-4 Credits, 60 marks
Q1.
The ability to develop successful new products is critical to a company’s
sales, future growth and long-term survival. Customers evaluate all new products
based on their perceptions. Discuss the five categories of adopters classified
by time of adoption.
(Five
categories of adopters) 10
Answer.
Categories
of adopters
Everett M Rogers examined more
than 500 studies on diffusion and concluded that there are five categories of
adopters classified by time of adoption:
Q2.
Discuss the three component model of attitudes. What is the relevance of this
model to advertising objectives?
(Three
component model of attitudes, Relevance of this model to advertising objectives)6,
4
Answer.
Component
model of attitudes
According to this model,
attitudes consist of three main components:
1. Cognitive component
(knowledge, beliefs)
2. Affective component (emotions,
feelings)
Q3.
One of the most critical decisions about creative strategy in advertising
involves the choice of an appropriate appeal. Some ads are designed with the
intent of appealing to the rational, logical aspect of the consumer’s decision
making process. Discuss the advertising appeals which are classified as
rational & logical appeals.
(Classification
of advertising appeals)10
Answer.
Classification
of advertising appeals
Advertising appeals are broadly
classified as rational appeals and emotional appeals as explained below.
Q4.
Describe the levels of consumer decision making while buying.
(Levels
of consumer decision making)10
Answer.
Levels
of consumer decision making
A consumer evaluates the level of
effort required to make a certain choice, then selects a strategy best suited
for the occasion. This sequence is referred to as constructive processing and
means that consumers adjust their degree of
Q5.
A product or service that a person might buy to satisfy some needs often comes
at the expense of depriving another need as the person may be short on resources.
These compromises are described as motivational conflict. Explain the principal
form of motivational conflict with examples.
(Explanation
about motivation and motivational conflict, Forms of motivational conflict with
examples)3, 7
Answer.
Motivation
and motivational conflict
A motivational goal has valence
(strength). This valence can be positive or negative. Consumers are motivated
to approach the goal with positive valence However; some behaviour is directed
at avoiding a negative outcome.
Q6.
Write short notes on the following:
A.
Involvement and types of consumer behaviour
B.
Dimensions of Involvement.
(Involvement
and types of consumer behaviour, Dimensions of Involvement)5, 5
Answer.
A.
Involvement and types of consumer behaviour
Considering the level of consumer
involvement and the complexity of decision-making, four types of consumer
choice processes or buying behaviours emerge.
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