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PROGRAM
Master of
Business Administration - MBA
SEMESTER
III
SUBJECT
CODE & NAME
MK0011
Consumer
Behaviour
Qus:1 Explain Market Segmentation.
Describe the important bases on which markets are segmented.
Answer: Positioning is a decision reached by
a marketer to try to achieve a defined brand image relative to competition
within a market segment. Product positioning decisions are strategic decisions
and have an impact on longterm success of the brand. The ‘position’ is the way
the product
Qus:2 Write short notes on
Psychoanalytic Theory/Freudian Theory and Trait Theory and Consumer Behaviour
Answer: Freud’s Theory of Motivation
Sigmund Freud’s psychoanalytic theory has had a strong
influence on the development of modern psychology and on explanations of
motivation and personality, which have been used to study consumer motivations.
He proposed that the real psychological forces shaping consumers’ purchase
Qus:3 Write short notes on Tri Component Attitude Model and Katz
functional theory and attitude change.
Answer: Tri-component attitude model
According
to this model, attitudes consist of three main components:
1.
Cognitive component (knowledge, beliefs)
2.
Affective
Qus:4 Explain the Consumer decision
Making process.
Answer: Understanding Consumer
decision – Making process
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 one can never "see" a decision, one can infer from
observable behaviour that a decision has been made. Therefore, we can conclude
that a psychological event called "decision-
Qus:5 Explain any five factors affecting diffusion of innovation.
What are the five categories of adopters classified by time of adoption?
Answer: Factors Affecting Diffusion
of Innovation
The chances of a product’s adoption and subsequent diffusion
are largely dependent on its nature. The rate at which the diffusion of an
innovation takes place is a function of the following 10 factors:
Type of
target group – The target market for the new product is an important factor
in influencing the rate of diffusion. Some groups are more inclined to accept
change than others. In general, a
Qus:6 Write short notes on Nicosia Model of Consumer
Decision-Making (Conflict Model) and Howard-Sheth Model
Answer: Nicosia Model of Consumer
Decision-Making (Conflict Model)
Francesco Nicosia was one of the first to develop consumer
behaviour 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.
The model is viewed as representing a situation where a firm
is designing communications (products, Get fully solved assignment. Buy online from website
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or
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