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DRIVE SPRING 2016
PROGRAM Master of
Business Administration- MBA
SEMESTER 3
SUBJECT CODE &
NAME
MK0011 –Consumer Behaviour
1
What is positioning & how does it benefit a brand?
Positioning
& how does it benefit a brand
Answer: Positioning is
the perception of a brand or product in the mind of a target consumer and
reflects the essence of that brand or product in terms of its functional and
non-functional benefits as judged by the consumer. “7Up” was projected as the
“un-cola” positioned as an alternative to the colas
2
Discuss the importance of injecting emotions into advertisements. Give suitable
examples.
Emotions into
advertisements
Examples
Answer: “As long as your
advertisement is noticed it does not matter what you say”, believe some
advertisers as the importance of emotions in advertising has come to be
recognised. This importance of emotions is primarily due to their ability to
attract the attention of customers. Some
3
What is brand equity & how does it benefit the company?
Brand equity
& it’s benefit for the company
Answer: Brand equity refers to the value integral to a
well-known brand. It is the incremental value of a business above the value of
its physical assets due to the market position achieved by its brand and the
extension potential of the brand. Brand equity can be viewed from the
perspective of investor, the manufacturer, the retailer or the consumer. Brand
4
Discuss three component model of Attitudes. What is the relevance of this model
to advertising objectives?
Model of
Attitudes
Relevance of
model to advertising objective
Answer:
Three component model of Attitudes
Cognitive component
Consumers’
beliefs about an attitude-object are the attributes they ascribe to it. These
beliefs result from an individual’s cognitions or knowledge and perceptions
obtained by experience with
5
Discuss the nature of family decision making.
Nature of family
decision making 10
Answer: Family decision-making
When
two or more family members are directly or indirectly involved in the decision-making
process, it is called family decision-making. Such family decisions differ from
individual decisions in many ways. For example, consider the purchase of a
bicycle for a child, some of the
6
Write short notes on:
a)
Approaches to ascertain consumer’s needs
b)
Store image
Answer:
a) Approaches to ascertain consumer’s needs
Generally it is
believed that decision-making is the cognitive process of selecting a course of
action from among multiple alternatives. The most common examples are shopping
and deciding
Get fully solved assignment. Buy online from website
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if urgent then call us on 08791490301, 08273413412
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