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DRIVE winter
2016
PROGRAM Master
of Business Administration- MBA
SEMESTER 3
SUBJECT CODE &
NAME
MK0011 –Consumer Behaviour
1 Briefly discuss the concept of 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
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
3 Discuss the concept of 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
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 the attitude object and allied information. For
most attitude objects, consumers have a number of beliefs and that a specific behaviour
will result in a specific outcome. For example,
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 relevant
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 what to eat. Decision-making is said to be a
psychological construct. It means that although
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