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DRIVE-
WINTER 2014
PROGRAM/SEMESTER-
MBADS (SEM 3/SEM 5) MBAFLEX/ MBAN2 (SEM 3) PGDMMN (SEM 1)
SUBJECT
CODE & NAME- MK0011-Consumer Behaviour
Q1 “Marketers manage product positioning by focusing their marketing
activities on a positioning strategy”. Explain
(Explanation of
positioning approaches) 10 marks
Ans- Positioning
refers to how you communicate the essential benefits of your small business to
potential customers. Where you sell your product, how you make it, where you
make it and your price all convey subtle messages to the marketplace, even
without your using any overt advertising, public
Q2. Explain motivational conflict and its
principles.
(Explanation of
meaning-1 marks, Explanation of types-9 marks) 10 marks
Ans.
Motivational Conflict
Motivation is
the driving force within individuals and is the result of a state of tension
resulting from unfulfilled needs, wants or desires. “Variety is the spice of
life.” Hardly anybody is likely to disagree with this saying. For most of us,
too much of the same thing over and over again turns out to be
Q3 Explain Absolute threshold and Differential
Threshold with the help of an example each.
(Explanation-6
marks, Examples-4 marks) 10 marks
Ans.
Absolute
threshold
For instance, an
individual may sense the sound pitch at 20 cycles per second and another
individual may sense the sound pitch at 30 cycles per second. Absolute
threshold for sound in the case of these two individuals would be different.
Many individuals’ ability to discriminate sensory characteristics such as
taste, smell, hearing or feel is small. Absolute threshold refers to the lowest
level at which an individual can
Q4 Explain with one example each, the factors
that inhibit relationship between beliefs, feelings and behavior.
(Explanation-6
marks, Examples-4 marks) 10 marks
Ans.
In psychology,
the theory of planned behavior is a theory about the link between beliefs and
behavior The concept was proposed by Icek Ajzen to improve on the predictive
power of the theory of reasoned action by including perceived behavioral
control. It is one of the most predictive persuasion theories. It has been
applied to studies of the relations among beliefs, attitudes, behavioral
intentions and behaviors in
Q5 “Cultural Values are enduring beliefs that a
given behavior or outcome is desirable or good”. Explain
(Explanation of
cultural values-4 marks, Explanation of classification-6 marks) 10 marks
Ans.
Cultural values
Cultural values
are essential these values are enduring beliefs
that a given behavior or outcome is desirable or good. They create internal
judgments that will determine how a person actually behaves. Ethics determine
which values should be pursued and which should not. A
culture's values are its ideas about what is good, right, fair, and
just. Sociologists disagree, however, on how to conceptualize values. Or the
commonly held standards of what are acceptable or unacceptable, important or
unimportant, right
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. The adoption of an innovation is likely to be a reasonably
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