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DRIVE: SUMMER 2014
PROGRAM: MBADS (SEM
3/SEM 5)MBAFLEX/ MBA (SEM 3) PGDMMN (SEM 1)
SUBJECT CODE &
NAME: MK0011-Consumer Behaviour
BK ID: B1722
CREDIT & MARKS: 4
Credits, 60 marks
Q.1: “Selecting the
right segmentation variable is critical”. Explain with the help of an example
each for three types of segmentation.
(Explanation
of three types-7 marks, and examples- 3 marks) 10 marks
ANS:
Explanation of three
types:
1.
Geographic segmentation
Geographic
location of consumers is usually the starting point of all market segmentation
strategy. The location of consumers helps the company plan its marketing offer.
These geographic units may be nations, states, regions, areas of certain climatic
conditions, urban and rural divide. The assumption is that consumers in
Q.2:
Explain the
concept of defense mechanism in detail.
(Explanation-
4 marks, Forms of frustration- 6 marks) 10 marks
Ans:
Explanation:
Failure
to achieve a goal often gives rise to a feeling of frustration. Probably, there
is nobody who has not experienced frustration that comes from the inability to
achieve some goal. Individuals react differently to
Q.3: Discuss Trait
theory and its relevance in consumer behaviour.
(Explanation
of trait Theory- 4 marks, Types of personality traits- 6 marks) 10 marks
Ans:
Explanation of trait
Theory:
The
Trait Theory states that human personality is composed of a set of traits that
describe general response patterns.. Its orientation, unlike previously discussed
theories, is quantitative or empirical. It centres on gauging of personality in
terms of psychological characteristics, called traits. JP Guilford describes a
trait as
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Q.4: “A number of
factors influence individuals that may distort their perceptions”. Is it true?
Comment.
(Explanation of factors that distort individual perception-10 marks)
(Explanation of factors that distort individual perception-10 marks)
Ans:
Explanation of factors
that distort individual perception:
A
number of factors influence individuals that may distort their perceptions, such
as physical appearances, stereotypes, irrelevant stimuli, first impressions,
jumping to conclusions and halo effect, etc.
·
Physical appearances – People may or
may not consciously recognise that they tend to attribute the qualities, which
in their opinion are associated with certain individuals, to others who may
resemble
Q.5:
Explain the
different components of learning.
(Explanation-
10 marks)
Ans:
Four
components are fundamental to most learning situations.
1.Motivation – Motivation
is the driving force that impels individuals to action and is based on needs
and goals. Motivations function as a spur to learning with needs and goals acting
as stimuli. For example, a badminton enthusiast will learn all about the sport
and may seek information about prices, quality, etc. of a
Q6 Write short notes
on:
a) The Adoption Process
b) Post-Purchase Behaviour of a consumer
(Meaning and Barrier-5
marks, Meaning and example-5 marks) 10 marks
Ans.
a)The
Adoption Process
The
process of diffusion starts when early adopters influence their reference group
members and other acquaintances to purchase the product. The adoption of an
innovation requires that an individual or a group of consumers decide on buying
a new product. Therefore, it is reasonable to view adoption as the first step
in the diffusion process. In case of low-cost, low-risk innovations, consumers’
involvement level is likely as below:
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