amity online solved assignment for consumer behaviour Assignment-“A”
Consumer Behaviour Q1. (a)What is the interrelationship between the consumer behaviour discipline
and the marketing concept?
Q1. (b)How can the study of consumer behaviour assist marketers in segmenting
markets and positioning products?
Q2.Contrast the major characteristics of the following personality theories: (a)
Freudian theory, (b) Jungian theory, (c) Non-Freudian theory, and (d) Trait
theory. In your answer, illustrate how each theory is applied to the
understanding of consumer’s behaviour.
Q3. (a) Discuss the differences between the absolute threshold and the
Differential Threshold.
Q.3 (b) what is consumer reality?
Q4. How is perceptual mapping used in consumer research? Why marketers are
sometimes forced to reposition their product or services? Illustrate your
answer with examples. Q5. Distinguish between beliefs, values and customs. Illustrate how the Clothing
a person wears at different times or for different occasions is influenced by
customs. Assignment-B Q.1 A marketer of health food is attempting to segment its market on the basis
of consumer self image. Describe the four types of consumer self-image and
discuss which one(s) would be most effective for the stated purpose.
Q2. Which theory of learning (i.e. classical conditioning instrumental
conditioning or cognitive learning) best explains the following
consumption behavoiur: a) buying a pack of chewing gum, b) preferring to
fly on particular airline, c) buying a personal computer for the first time,
and d) buying a car? Explain choice.
Q3.a)why would a consumer who has just purchased an expensive fax machine
for home use attempt to influence the purchase behaviour of others.
Q3.b) how do consumers reduce post purchase dissonance? How can
marketers provide positive reinforcement to consumers after the purchase
in order to reduce their dissonance? Case study The case: Here is a focus group finding new generation woman “Aaj Ki
Nari”. The overall sketch of this potential consumer for almost all range of
products is be studied thoroughly before attempting the questions in this
section.
THE GENERATION I WOMAN
The very Barometer of societal change, the Generation I woman is young,
married, aspires to a career, is wellinformed and liberated, and extremely
individualistic. Eager to add to her husband’s income without abdicating
her responsibilities to the family, she has a high sense of self-esteem. While
preserving her husband’s values, she rejects traditional family equations,
demanding and getting and equal say in decision making. She also wants
her children to be free of obligation like looking after their parents. “I don’t
expect my children to care for me,” she says. Being better of than her
mother-in-law from modern products to modern attitude is a priority. The
Generation I woman does not aspire to a westernized life-style. “Watching
Santa Barbara is OK. But our roots are in the Mahabharata,” she says. Even
homegrown soaps like Tara are losing their appeal to her for being
“Boring”.In terms of personal aspirations, social standing and achievement
score over comforts and luxuries. Says she: “Having a happy family and
mental peace is more important than being rich.” Looks and personal
grooming are high on her agendas, involving visits to beauty parlors as wellas use of home remedies. Being well-dressed is a priority: “Good clothes
give me confidence,” she says. She shops for her husband’s clothes too. The
Generation I homemaker is an adventurous buyer. “Mixies were commonplace
earlier, but today food processors have made lives easier for us. Our
parents were not as adventurous because they did not have so many
products to choose from.” Many Generation I woman are overstressed,
thanks to the complex pressure of household chores, children’s homework,
and often, a job. Few have the leisure to watch their favorite programmes
on TV, and usually rely on their husband’s or children’s choice.“You just
can’t adjust your schedules to TV serials,” she says. She measures
durability, easy maintenance, technology, and a well-known brand name
against the price to determine the value of a product. “The price must be
equivalent to the benefits that the product offers. It is not necessary that all
high-priced products are good, she say. Be prepared to encounter the
quintessential, hardnosed consumer in the Generation I woman. Discuss Q1. You are assigned a job to launch microwave oven by a multinational
company. How would you sketch the complete Buying Process of a
microwave oven by type of personality?
a) Comment on all types of self images (actual self, ideal self, social self, ideal
social self) of this consumer?
b) As a marketer how would you like to position your product so that is meets
the extended self image of this consumer? Assignment 'C' B lock – I
Tick t he Rig ht Choice
Assignment 'C'
1. Consumer behaviour is a synthetic field of study involving
a) Psychology
b) Sociology
c) Anthropology
d) All of the above v
e) None of the above
2. The first step in consumer buying process is:
a) Information search
b) Purchase decision
c) Need recognition v
d) Post purchase behaviour
3. A consumer passes through heightened attention stage during
a) Information search
b) Purchase decision
c) Need recognition v
d) Post purchase behaviour 4. The specific Brands a consumer considers in making a purchase chlice in a product
category is called as:
a) Inept set
b) Inert set
c) Alert set
d) Evoked set v
5. Which kind of buying behaviour is expected of a consumer while buying salt
a) Complex decision
b) Impulsive behaviour
c) Brand loyalty
d) Inertia v
6. Which kind of buying behaviour is expected of a consumer for a bypass heart
surgery:
a) Complex decision v
b) Impulsive behaviour
c) Brand loyalty
d) Inertia
7. Which kind of buying behaviour is expected of a consumer for a Chocolate Bar:
a) Complex decision
b) Impulsive behaviour v
c) Brand loyalty d) Inertia
8. If performances of a product are below the expectation of a consumer then under
which state do we find the consumer?
a) Cheated
b) Prone to consumer protection
c) Post Purchase Dissonance v
d) None of the above
9. If a consumer knows everything about the brand but nothing about the product
launched under that brand then what king of buying situation arises:
a) Extensive Problem Solving
b) Routinised buying situation
c) Limited Problem Solving v
d) None of the above
10. What king of buying situation will be faced by an internet ready TV being
introduced by a fresh brand from Korea in Indian Market:
a) Extensive Problem Solving v
b) Routinised buying situation
c) Limited Problem Solving
d) None of the above 11. AIO stands for
a) Attitude, Interests and Operation
b) Attitude, Interpret and Opinion
c) Activities, Interests and Operations
d) None of the above v
12. The most successful and top of the line people with high self-esteem and
abundant resources in VALS 2 frame work are called as
a) Fulfilleds
b) Makers
c) Achievers
d) Actualizers v
13. ONIDA’S devil in the ad relates to which of the following Component of Freud
Personality System.
a) Super Ego
b) Ego
c) ID
d) All of the above v
14. Which stage of personality development if met with a crisis in the early stages
leads to the habit of smoking, thumb sucking
a) Phallic Stage
b) Latency Stage c) Anal Stage
d) Oral Stage v
15. A membership group having a positive influence on a person is called as
a) Contractual
b) Aspirational v
c) Avoidance
d) None of the above
16. Two or more people who interacts accomplish either individual or mutual goals
are called as
a) Friends
b) Peers
c) Group v
d) Family
17. The lowest level at which an individual can experience a sensation is called as
a) Threshold
b) Absolute threshold v
c) Differential threshold
d) None of the above 18. How a consumer in fact sees themselves is called as
a) Actual self image v
b) Ideal self image
c) Expected self image
d) None of the above
19. How consumers would like to others see them is called as
a) Ideal social self image
b) Social I self image v
c) Expected self image
d) None of the above
20. The intermediary point between actual self image and ideal self image is called
as
a) Expected self image v
b) Altered self image
c) Extended self image
d) None of the above 21. What kind of products a consumer is likely to spend more on during
honeymooner stage
a) Movies v
b) Disposable diapers
c) Modified milk d) None of the above
22. Currently the marketers are making best use of the following stage of a
consumers self image
a) Ideal self image
b) Ideal social self image
c) Extended self image
d) All of the above v
23. The subtle changes that occurs while a brand undergoes repositioning of the
visual look of the logo is guided through the principle called as
a) JND v
b) JNT
c) TRP
d) None of the above
24. If a consumer shows a favourable behaviour towards a favourably viewed brand
name then its come under the following learning theory
a) Cognitive learning theory v
b) Instrumental conditioning
c) Classical conditioning
d) None of the above 25. Attitude can be classified in terms of which of the following functions
a) Utilitarian
b) Ego defensive
c) Knowledge
d) All of the above v
e) None of the above
B lock – II
Fill in th e bla nks wit h t he mo st ap prop riat e t erm (s):
26. Three most important physiological needs are need for food, clothing and
27. The process of selection organization and interpretation stimuli into a meaningful
picture is called as
28. The four basic functions of a family are Economic, well being, Emotional support,
suitable family lifestyle and _
29. A learned predisposition to behave in a consistently favorable or unfavorable
manner towards an object is called as
30. Celebrities can be used in an advertisement for testimonial, endorsement, as an
actor and 31. Try component attitude model consist of three major components namely conative,
cognitive And
32. A set of large number of mental of verbal statements (“I believe…”) that reflects a
person’s assessment of something is called as
33. Freud proposed that the human personality consists of three interacting systems
namely super ego, ego and
34. Two or more person related by blood, marriage or adoption who reside together are
called as a
35. J N D stands for dear student if you
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