DEPARTMENT OF MANAGEMENT, JAMIA HAMDARD, NEW DELHI 62

September 19, 2012

Attention MBA III Semester Submit the following assignments in groups of four (04) and only four (04) students. The last date for submission is mentioned against each assignment. The groups should be made roll number wise and groups for both the assignments should remain same. Any assignment submitted after the mentioned dates would not be accepted.

Assignment I (October 15, 2012)

Explain the following:

1. Environmental influences on consumer behaviour: Black Box Model, Cultural Factors, Subcultures, Social Class, Social Factors, Opinion Leaders, Reference Groups, Family.

2. Personal factors influencing consumer behaviour: Age and Life cycle stage, Lifestyle, AIO (Activities, Interests, Opinions) Model, VALS (Values and Lifestyle) Model. Describe the profile of the Indian Consumer.

3. Consumer decision process model. Consumer behaviour models: Traditional Approaches; Contemporary Models: Nicosia Model, Howard Sheth Model, Engel Blackwell Miniard Model.

Assignment II (November 19, 2012)

Explain the following: 1. Attitudes and their characteristics. Structural models of attitude: tricomponent attitude model, multi-attribute attitude model, theory of trying to consume,

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attitude toward the Ad model. How attitudes are learned? Sources of influence on attitude formation. 2. Market segmentation: Bases for segmentation, criteria for effective targeting of market segments. Concentrated versus differentiated marketing; The concept of counter segmentation.

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