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Master of Business
Administration- MBA Semester 3, fall 2014
MK0011 – Consumer
Behaviour - 4 Credits
(Book ID: B 1722)
Assignment (60 marks)
Q1. Explain the tri-component
attitude model
(Cognitive
component-4 marks, affective component-3 marks, conative component-3 marks) 10
marks
Answer.
Tri-component attitude model
According to this model,
attitudes consist of three main components:
1. Cognitive component (knowledge,
beliefs)
2. Affective component (emotions,
feelings)
3. Conative component (behavioral
aspect)
Q2. Describe the
levels of consumer decision making while buying. 10 marks
Answer.
Levels of Consumer Decision
Making
Researchers are realizing that
consumers possess a repertoire of buying decision strategies. 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 cognitive "effort" to the task
at hand. The complexity and consumer involvement in a purchase decision vary based
on the nature of purchase and the b
Q3. Explain brand
image and the dimensions of brand personality
(Explanation of
brand image-3 marks, dimensions of brand personality-7 marks) 10 marks
Answer.
Brand
Image
Brand image is the impression or
idea evoked by exposure to a named brand. Like brand personality, brand image
is not something a brand has or it doesn’t. A brand is unlikely to have one
brand image, but several, though one or two may predominate. The key in brand
image research is to identify or develop the most powerful images and reinforce
them through subsequent brand communications. It is based on the proposition
that consumers buy not only a product (commodity), but also the image associations
of the product, such as power, wealth, sophistication, and most importantly,
identification and association with other users of the brand. Good brand images
are instantly evoked, are positive, and are almost always unique among
competitive brands. Brand image can be reinforced by brand communications such
as
Q4. Explain the
VALS (Value and Lifestyle) framework with diagram.
(VALS Framework-8
marks, Diagram-2 marks) 10 marks
Answer.
Values
and Lifestyles (VALS)
Stanford Research Institute (SRI)
developed a popular approach to psychographic segmentation called Values and
Lifestyles (VALS). This approach segmented consumers according to their values
and lifestyles in the USA. Figure depicts the VALS framework.
According to the present
classification scheme, VALS has two dimensions. The first dimension, primary motivations, determines
the type of goals that individuals will pursue and refers to the pattern of
attitudes and activities that help individuals reinforce, sustain or modify
their social self image. This is a fundamental human need. The second
dimension, re
Q5.
Explain the five categories of Adopters in innovation process. 10 marks
Answer.
Five categories
of Adopters in innovation process
These
are as follows:
Q6. Briefly discuss
the decision-making models.
(Nicosia Model of
Consumer Decision-Making-3 marks, Howard-Sheth Model-4 marks, Engel, Blackwell,
Miniard Model-3 marks) 10 marks
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 about products and services.
T
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