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SMU MBA SEMESTER 3 – MK0011-Consumer Behaviour

SMU MBA SUMMER 2015 -2016

 

Dear Students, 

 

SMU MBA SUMMER   2015-2016 Assignments are available. For Booking ,Kindly mail us on kvsude@gmail.com OR call us to +91 9995105420  or S M S your “ Email ID ” us in the following Format  “  On +91 9995105420 we will reach back you with in 24H ”

 

 

DRIVE: SUMMER 2015

 

PROGRAM: MBADS (SEM 3/SEM 5)MBAFLEX/ MBA (SEM 3) PGDMMN (SEM 1)

 

SUBJECT CODE & NAME: MK0011-Consumer Behaviour

 

BK ID: B1722

 

CREDIT & MARKS: 4 Credits, 60 marks

Q.1: “Selecting the right segmentation variable is critical”. Explain with the help of an example each for three types of segmentation.

(Explanation of three types-7 marks, and examples- 3 marks) 10 marks

ANS:

 

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

 

 

Q.2: Explain the concept of defense mechanism in detail.

(Explanation- 4 marks, Forms of frustration- 6 marks) 10 marks

Ans:

 

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

 

 

Q.3: Discuss Trait theory and its relevance in consumer behaviour.

(Explanation of trait Theory- 4 marks, Types of personality traits- 6 marks) 10 marks

Ans:

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

 

Q.4: “A number of factors influence individuals that may distort their perceptions”. Is it true? Comment.
(Explanation of factors that distort individual perception-10 marks)

Ans:

 

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

 

 

Q.5: Explain the different components of learning.

(Explanation- 10 marks)

Ans:

 

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

 

 

 

Q6 Write short notes on:

  1. a) The Adoption Process
  2. b) Post-Purchase Behaviour of a consumer

(Meaning and Barrier-5 marks, Meaning and example-5 marks) 10 marks

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

 

 

SMU MBA SUMMER 2015 -2016

 

Dear Students, 

 

SMU MBA SUMMER   2015-2016 Assignments are available. For Booking ,Kindly mail us on kvsude@gmail.com OR call us to +91 9995105420  or S M S your “ Email ID ” us in the following Format  “  On +91 9995105420 we will reach back you with in 24H ”

 

 

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