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Fall/August 2012

Master of Business Administration - MBA Semester 3 MK0011 – Consumer Behaviour - 4 Credits Assignment Set- 1 (60 Marks) Note: Each question carries 10 Marks. Answer all the questions. Q.1 What are the different social class categories in India? What is the impact of social class on consumer behaviour?

Q.2

Discuss the various bases of market segmentation.

Q.3 An innovation might fail if it is not communicated properly". Do you agree? Give reasons quoting real life examples

Q.4

Discuss three component models of attitudes. What is the relevance of this model to advertising objectives?

Q.5

Explain the VALS theory with suitable examples describing each type of consumer.

Q.6

How important is feedback, in a communication process? Discuss McGuire’s Model.

Fall/August 2012

Master of Business Administration - MBA Semester 3
MK0011 – Consumer Behaviour - 4 Credits Assignment Set- 2 (60 Marks) Note: Each question carries 10 Marks. Answer all the questions. What is consumer involvement? What is the relevance of split-brain theory to the concept of consumer behaviour? Discuss Freudian theory of personality. Give practical examples wherever possible

Q.1

Q.2

Q.3

Discuss the stages in adoption process. What are common barriers to adoption new products?

Q.4

Mention important memory concepts that are relevant to marketers

Q.5

What are the popular positioning approaches that companies use? Give examples.

Q.6

Who are opinion leaders in the context of marketing and what are their characteristics? How do opinion leaders differ from those on whom they have influence?

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