MK0011-Consumer Behaviour

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Master of Business Administration - MBA Semester 3
MK0011-Consumer Behaviour
(Book ID: B1722)
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. “Selecting the right segmentation variable is critical”. Explain with the help of an example each for
three types of segmentation.
Answer. Explanation of three types:
1. Geographic segmentation
Geographic location of consumers is usually the starting point of all market segmentation strategy. The
location of consumers helps the company plan its marketing offer. These geographic units may be nations,
states, regions, areas of certain climatic conditions, urban and rural divide. The assumption is that
consumers in a particular geographic area have similar preferences and consumption behaviour, different
from those living in other areas. For example, people in West Bengal have different food habits and dress
Q2. Explain the concept of defense mechanism in detail.
Answer. Explanation:
Failure to achieve a goal often gives rise to a feeling of frustration. Probably, there is nobody who has not
experienced frustration that comes from the inability to achieve some goal. Individuals react differently to
frustration. Some are adaptive and find a way to circumvent the barrier, while some others choose a
substitute goal if the modified efforts fail. Still others may take it as a personal failure and become a victim
of anxiety.
Q3. Discuss Trait theory and its relevance in consumer behaviour.
Answer. Explanation of trait Theory:
The Trait Theory states that human personality is composed of a set of traits that describe general
response patterns.. Its orientation, unlike previously discussed theories, is quantitative or empirical. It
centres on gauging of personality in terms of psychological characteristics, called traits. JP Guilford
describes a trait as any distinguishing and relatively enduring way in which one individual differs from
another. The concept is that traits are general and relatively stable characteristics of personality that
influence behavioural tendencies. The concept can be summed up in three assumptions:
Q4. “A number of factors influence individuals that may distort their perceptions”. Is it true? Comment.
Answer. Explanation of factors that distort individual perception:
A number of factors influence individuals that may distort their perceptions, such as physical appearances,
stereotypes, irrelevant stimuli, first impressions, jumping to conclusions and halo effect, etc.
• Physical appearances – People may or may not consciously recognize that they tend to attribute the
qualities, which in their opinion are associated with certain individuals, to others who may resemble those
persons. According to Kathleen Debevec and Jerome B Kernan, research indicates that attractive men are
perceived as more successful in business than average-looking men. Attractive models in ads and
commercials prove more persuasive and have a more positive impact on consumer attitudes and
behaviour than average-looking models.
Q5. Explain the different components of learning.
Answer. Four components are fundamental to most learning situations.
1. Motivation – Motivation is the driving force that impels individuals to action and is based on needs and
goals. Motivations function as a spur to learning with needs and goals acting as stimuli. For example, a
badminton enthusiast will learn all about the sport and may seek information about prices, quality, etc. of
a badminton racquet if he/she ‘learns’ that a good racquet would help in playing a good game. Marketers
attempt to uncover consumer motives and then teach motivated consumer segments why their products
will best satisfy consumer needs.
Q6. Write short notes on:
a) The Adoption Process
b) Post-Purchase Behaviour of a consumer
Ans. a) The Adoption Process
The process of diffusion starts when early adopters influence their reference group members and other
acquaintances to purchase the product. The adoption of an innovation requires that an individual or a
group of consumers decide on buying a new product. Therefore, it is reasonable to view adoption as the
first step in the diffusion process. In case of low-cost, low-risk innovations, consumers’ involvement level is
likely as below: The process shows that:
• In the first step, the consumer becomes aware and recognizes the need for the product.
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