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 Explain the consumer decision process stages.[10 marks]
In the study of consumer behavior, it is believed that the consumer goes through several stages of decision-making while making purchases. Generally it is believed that, decision-making is the cognitive process of selecting a course of action from among multiple alternatives. The most common examples are shopping and deciding what to eat. Decision-making is said to be a psychological construct. It means that although we can never "see" a decision, we can infer from observable behavior that a decision has been made. Therefore we conclude that a psychological event that we call "decision-making" has occurred. It is a construction that imputes commitment to action. That is, based on observable actions, we assume that people have made a commitment to effect the action. STAGES Five stages comprise the consumer buying decision process:

Problem recognition

Information search,

Alternative evaluation

Post-purchase behavior

Purchase decision
.

Each of these stages can be a deliberate action such as researching product options or a subconscious thought like recognizing the juice in the refrigerator has almost run out. A merchant or business must understand the steps a customer goes through to make a purchase. A merchant can influence a customer's purchase by providing targeted information, advertisements or guidance. PROBLEM RECOGNITION Consumers recognize a problem based on physical cues, stimulus response or a need. For example, a customer could smell fresh bread and realize she is hungry or she could have a broken pair of glasses and know she needs a new pair. Visual clues trigger problem recognition.

For example, a beverage in a clear container shows when it is getting low, or a sticker in a car window reminds customers when it is time for an oil change. INFORMATION SEARCH Customers in the information search stage of the buying process look for solutions to their problems or needs. They remember what types of purchases solved a similar problem in the past. Customers also discuss their needs with friends and relatives to see what solutions they may suggest. For more expensive purchases, customers may read reviews, look through newspapers or research the product online. ALTERNATIVE EVALUATION Consumers evaluate their purchase options based on product attributes, such as technical specifications, through subjective factors, such as brands, and through personal experience, such as sampling or testing products. Consumer and company reviews can influence a consumer's product evaluation. PURCHASE DECISION A consumer's decision to purchase something includes where to buy, when to buy and whether to buy. For routine goods such as groceries, consumers may simply go to their favorite grocery store, but for electronic purchases, they may browse multiple stores. They will evaluate each merchant based on prior experience with the store, special offers and whether they can return the product easily. A store that's visually appealing, has helpful sales associates and offers specials and discounts influences a buyer. POST-PURCHASE BEHAVIOR After making a purchase, a consumer mentally ranks her purchase satisfaction. She will evaluate if she liked the store, if she enjoys the product and the quality of the product. This evaluation determines whether the customer will purchase the product or brand again and whether it would be from the same store. Customers who are happy with their purchases and feel they received a quality product at a good price, will become repeat customers and will tell others about their experience.

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Q.2 In the context of consumer perception, explain briefly the following terms: Differential threshold, subliminal threshold, absolute threshold, adaptation, perceptual blocking, perceptual vigilance and defense.[10 marks] Q.3 What is attitude? What are the various attitudinal models?[10 marks]

Q.4 What similarities and differences do you find in classical conditioning and instrumental conditioning?[10 marks] Q.5 Discuss social judgment theory and cognitive response model. [10 marks] Q.6 Explain the light of perceptual organisation the essential components involved while dealing with consumer behaviour.[10 marks]

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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. Q.1 Explain the influences of social class and groups on consumer behaviour.[10 marks] Q.2 Do you think culture plays a role in consumer decision making process or in their behaviour. Mention some instances where culture influences consume behaviour. [10 marks] Q.3 Evaluate Howard Sheth model of consumer behaviour. [10 marks]

Q.4 a) Identify the different organisational buying roles with examples. [05 marks] b) What are the purchase and demand patterns observed in organisation buying behaviour? [05 marks] Q.5 Discuss the different personality theories. [10 marks] Q.6 What is positioning? Explain positioning strategies, approaches and errors.[10 marks]

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