MK0011- CONSUMER BEHAVIOUR
SPRING 2015
MBADS (SEM 3/SEM 5)
MBAFLEX/ MBA (SEM 3)
SUBJECT CODE & NAME – MK0011- CONSUMER BEHAVIOUR
BK ID – B1722
CREDIT & MARKS – 4 CREDITS & 60 MARKS
Q1. Is it important to consider the behavior of consumers while deciding on the marketing mix of the company? Why? Explain with suitable examples. 10
Answer: Marketing-mix decisions – Once the unsatisfied needs and wants are identified, marketers have to determine the right mix of product, price, distribution and promotion. Here too, consumer behaviour study is very helpful in finding answers
Q2. What are the popular positioning approaches that companies use? Give examples. 10
Answer: Positioning Approaches: Marketers manage product positioning by focusing their marketing activities on a positioning strategy. Pricing, promotion, channels of distribution, and advertising all are geared to maximise gains from the chosen positioning strategy. According to C. Merle
Q3. Explain brand image and the dimensions of brand personality. 10
Answer: brand image: Brand image is the impression or idea evoked by exposure to a named brand. Like brand personality, brand image is not something a brand has or it doesn’t. A brand is unlikely to have one brand image, but several, though one or two may predominate. The key in brand image research is to identify or develop the most powerful images and reinforce them through subsequent brand
Q4. Select a restaurant which you have visited recently. Analyze the atmosphere and physical environment of this service set up. What image according to you does the restaurant’s environment convey? What changes would you suggest to make the environment more appealing to customers? (Explanation on restaurant’s image, Explanation on changes suggested by you) 5, 5
Answer: Analyze the atmosphere and physical environment of this service set up:
- Financial or monetary risk is the risk that the product will not be worth its cost. Expensive products and services are most subject to this risk.
- Performance risk which is associated with the possibility that the product will not perform as anticipated or may fail. The consumer wastes time in getting it repaired or replaced. The risk is
Q5. Discuss the application of multi-attribute model in changing consumer attitudes. 10
Answer: Application of multi-attribute model:
Changing values placed on product attributes – Most consumers consider some product attributes to be more important than others. Marketers often try to convince consumers about the superiority or importance of those attributes on which their brands are relatively strong. This requires attempting to convince consumers to reassess the value associated with a certain attribute. For example, Apple computers
Q6. Write short notes on: 10
(i) Optimal Stimulation Level (OSL)
(ii) Dogmatism
Answer:
- Optimal Stimulation Level(OSL): Some activities have more potential to provide individuals with some sort of physiological arousal. There are individuals who prefer a calm, simple and uncluttered life, while some others prefer novel, complex and exciting existence. The degree of novelty or complexity that individuals search in their personal experiences is referred to as optimum
