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.
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