MBA Semester 3 MK0011 Consumer Behaviour (Book ID: B1221) ASSIGNMENT- Set 1 Marks 60

Note: Each Question carries 10 marks. Answer all the questions. 1. Why is it important to consider the behaviour of consumers while deciding on the marketing mix of the company? Elaborate with suitable examples.
Marketing concept evolved in late 1950s and the field of consumer behaviour is deeply rooted in this concept. After World War II, there was great demand for almost all sorts of products and the marketing philosophy was to produce cheap goods and make them available at as many places as possible. This approach suited the marketers because demand exceeded supply and consumers were more interested in obtaining the product rather than in any specific features. This approach is called a production orientation and is based on the assumption that consumers will buy what is available and would not wait for what they really want. The marketer does not really care to know what consumer preferences are. The next stage has been product orientation, which assumes that consumers will buy the product that offers them the highest quality in terms of performance and features. The company makes all efforts to improve product quality. The focus is on the product rather than on what the consumers need or want. Professor Levitt has called this excessive focus on product quality as marketing myopia. This we see happen in highly competitive markets where some companies keep on adding unnecessary features, passing their cost on to the consumers, in hopes of attracting them. Selling orientation evolved as a natural consequence of production orientation and product orientation. The marketer is primarily focused on selling the product that it unilaterally decided to produce. The assumption of this approach is that consumers would not buy enough of this product unless they are actively and aggressively persuaded to do so. This approach is known as hard-sell and consumers are induced to buy what they do not want or need. The problem with this approach is that it does not take consumer satisfaction into account. This often leads to dissatisfaction and unhappiness in consumers and is likely to be communicated by word-of-mouth to other potential consumers, discouraging them to buy the product. Soon marketers realised that they could easily sell more goods if they produced only those goods that they had first confirmed consumers would buy. Thus, consumer needs and wants became the marketers primary focus. This consumer-oriented marketing approach came to be called as the marketing concept. The important assumption underlying marketing concept is that a company must determine the needs and wants of its target markets and deliver the desired satisfactions more efficiently and effectively than the competition. This is the key to successful marketing.

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2. List the different roles that a consumer plays while making a purchase decision. 3. Distinguish between differentiated, undifferentiated and concentrated marketing. Explain the concept with the help of suitable examples. 4. Explain the different Positioning approaches used by the companies Give examples. 5. Briefly explain the four personality types as identified by Carl Jung 6 Explain the concept of ideal and actual self. Give suitable examples..

MBA Semester 3 MK0011 Consumer behaviour (Book ID: B1221) ASSIGNMENT- Set 2 Marks 60

Note: Each Question carries 10 marks 1. List the important factors that influence consumer perceptions 2. List the differences between absolute threshold and differential threshold? Discuss the implications of Webers Law.

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3. Recommend any three marketing situations where the principle of grouping can be used with advantage. 4. What are attitudes? Discuss three component models of attitudes 5. Discuss the application of multi-attribute model in changing consumer attitudes. 6. Discuss the different types of innovations with examples. Explain the role of communication and culture in diffusion of innovation.