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DRIVE
SPRING
2015
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
Q1. Is
it important to consider the behavior of consumers while deciding on the
marketing mix of the company? Why? Explain with suitable examples. 10
Answer:
Marketing-mix
decisions – Once
the unsatisfied needs and wants are identified, marketers have to determine the
right mix of product, price, distribution and promotion. Here too, consumer
behaviour study is very helpful in finding answers
Q2. What
are the popular positioning approaches that companies use? Give examples. 10
Answer:
Positioning Approaches: Marketers manage
product positioning by focusing their marketing activities on a
positioning strategy. Pricing, promotion, channels of distribution, and
advertising all are geared to maximise gains from the chosen positioning strategy.
According to C. Merle
Q3.
Explain brand image and the dimensions of brand personality. 10
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
Q4.
Select a restaurant which you have visited recently. Analyze the atmosphere and
physical environment of this service set up. What image according to you does
the restaurant’s environment convey? What changes would you suggest to make the
environment more appealing to customers? (Explanation on restaurant’s image,
Explanation on changes suggested by you) 5, 5
Answer:
Analyze the atmosphere and physical environment of this service set up:
·
Financial or monetary risk is the risk that the
product will not be worth its cost. Expensive products and services are most
subject to this risk.
·
Performance risk which is associated with the
possibility that the product will not perform as anticipated or may fail. The
consumer wastes time in getting it repaired or replaced. The risk is
Q5.
Discuss the application of multi-attribute model in changing consumer
attitudes. 10
Answer:
Application of multi-attribute model:
Changing values placed on product attributes – Most consumers consider
some product attributes to be more important than others. Marketers often try
to convince consumers about the superiority or importance of those attributes
on which their brands are relatively strong. This requires attempting to
convince consumers to reassess the value associated with a certain attribute.
For example, Apple computers
Q6.
Write short notes on: 10
(i)
Optimal Stimulation Level (OSL)
(ii)
Dogmatism
Answer:
(i)
Optimal Stimulation
Level(OSL): Some
activities have more potential to provide individuals with some sort of
physiological arousal. There are individuals who prefer a calm, simple and
uncluttered life, while some others prefer novel, complex and exciting
existence. The degree of novelty or complexity that individuals search in their
personal experiences is referred to as optimum
Get fully solved assignment. Buy online from website
online store
or
plz drop a mail with your sub code
we will revert you within 2-3 hour or immediate
Charges rs 125/subject and rs 700/semester only.
if urgent then
call us on 08791490301, 08273413412
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