MK0011-Consumer Behaviour

FALL-2015
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Master of Business Administration - MBA Semester 3
MK0011-Consumer Behaviour
(Book ID: B1721)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10
marks 6 X 10=60
Q1. “Marketers manage product positioning by focusing their marketing activities on a positioning
strategy”. Explain
Answer: There are 7 approaches to positioning strategy:
i. Using product characteristics or customer benefits:
In this case, segmentation is done keeping in mind the product characteristics or customer benefits.
Sometimes, a new product is positioned with respect to a product characteristic that competitors have
ignored. BenQ was positioned as a provider of morphing-enabled mobile pictures, a feature absolutely
new in the market. Sometimes a product attempts to position itself along two or more product
characteristics
Q2. Explain motivational conflict and its principles.
Answer. Conflict is bad things happening to good people, but it’s also bad things happening to bad people.
Conflict is friction, tension and opposition. What personifies the conflict in your nonprofit story? Is it
something abstract like war? Something more grounded, like Monsanto? Or something even more
personal, like a parent abusing their child?
Q3. Explain Absolute threshold and Differential Threshold with the help of an example each.
Answer. Absolute Threshhold: In neuroscience and psychophysics, an absolute threshold was originally
defined as the lowest level of a stimulus- light, sound, touch, etc.-that an organism could detect. Under the
influence of signal detection theory, absolute threshold has been redefined as the level at which a stimulus
will be detected a specified percentage (often 50%) of the time. The absolute threshold can be influenced
by several different factors, such as the
Q4. Explain with one example each, the factors that inhibit relationship between beliefs, feelings and
behaviour.
Answer. Feelings play a crucial role in determining human behavior. Our behavior toward other persons is
determined by our feelings toward them. Obviously, we behave differently toward those we like than
toward those we dislike.
Assuming that we have no reason to hide or disguise our feelings, if we like certain people, we are more
likely to spend time with them, talk with them, confide in them, do nice things for them, and in general we
strive to make them happy. On
Q5. “Cultural Values are enduring beliefs that a given behaviour or outcome is desirable or good”.
Explain
Answer. Individual cultures emphasize values which their members broadly share. One can often identify
the values of a society by noting which people receive honor or respect. In the United States of America,
for example, professional
Q6.Write short notes on:
a) The Adoption Process
b) Post-Purchase Behaviour of a consumer
Answer. a) The Adoption Process:
1. Product Awareness:
This first stage is about creating awareness that your product is in the market. It is important that your
company develops a successful avenue for your consumers to become aware of your product. If
consumers do not know your product exists, than it might as well not exist! Create marketing material.
These can be one-sheets, video teasers, images, and landing pages. Make these marketing materials easily
accessible. Utilizing creativity and wit is a great way to engage consumers in this awareness stage. I
recommend creating a strong social presence for said product. In the era of social media, many tools are
available in the market that provide
b) Post-Purchase Behaviour of a consumer:
Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to
select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the
impacts that these processes have on the consumer and society.It blends elements from psychology,
sociology, social anthropology, marketing and economics. It attempts to understand the decision-making
processes of buyers, both
FALL-2015
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