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MK0011—Consumer Behaviour


Master of Business Administration- MBA Semester 1

MK0011—Consumer Behaviour-4 Credits

(Book ID: B1722)

Assignment (60 Marks)

Note: Answer all questions (with 300 to 400 words each) must be written within 6-8 pages. Each Question carries 10 marks 6 X 10=60

Q1. Explain the components of learning and also classical conditioning theory in brief.

Answer. Learning aimed at the three domains of learning: knowledge, skills and attitudes. These are also termed the cognitive, psychomotor and affective domains of learning.

Cognitive Domain – This domain includes content knowledge and the development of intellectual skills. This includes the recall or recognition of specific facts and concepts that serve


Q2. Briefly discuss the decision-making models (any three).

Answer. There are three basic models used to describe the decision making process; the rational model, Simon’s normative model and Administrative Model.

1. The rational model proposes that people follow a rational, four step sequence when making decisions. The four steps are:

  • Indentifying the problem
  • Generating solutions
  • Selecting a solution
  • Implementing and evaluating the solution


Q3. Write short notes on the following:

A. Forms of Motivational conflict.

B. Forms of Defense mechanisms.

Answer. A. Sometimes the urge to do something worthy or good or pleasurable is directly opposed by the fact that it involves pain or inconvenience or hard work. Then the organism is in conflict between two opposite motives. That is one form of motivational conflict called an approach/avoidance conflict. One may also feel torn between two different pleasures. Or one

B. Defense mechanisms:

1. Denial

Denial is the refusal to accept reality or fact, acting as if a painful event, thought or feeling did not exist. It is considered one of the most primitive of the defense mechanisms because it is characteristic of early childhood development.


Q4. Describe the levels of consumer decision making while buying.

Answer. The consumer purchase decision process is generally viewed as consisting of sequential steps or stages through which the buyer passes in purchasing a product or service. The various steps in this process as well as the relevant internal psychological processes that occur at each stage such as motivation, perception, attitude formation, integration and learning.


Q5. Discuss the influences of the reference group and Applications of reference group in a company.

Answer. A reference group is one that the individual tends to use as the anchor point for evaluating his/her own beliefs and attitudes. One may or may not be a member and may or may not aspire to membership in a reference group; nevertheless, it can have great influence on one’s values, opinions, attitudes, and behavior patterns. A reference group may be positive; that is, the individual patterns his or her own beliefs and behavior to be congruent with those of the group.


Q6. Explain the five categories of Adopters in innovation process.

Answer. 1.  Innovator: Venturesome

Observers have noted that venturesomeness is almost an obsession with innovators. They are very eager to try new ideas. This interest leads them out of a local circle of peer networks and into more cosmopolite social relationships. Communication patterns and friendships among a clique of innovators are common, even though the geographical distance between the innovators may be considerable. The innovator must be able to cope with the high degree of uncertainty about an innovation at the time that the innovator adopts.

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