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ASSIGNMENT
DRIVE FALL 2014
PROGRAM MBADS (SEM 3/SEM 5)
MBAFLEX/ MBA (SEM 3)
PGDMMN (SEM 1)
SUBJECT CODE &
NAME
MK0011- CONSUMER BEHAVIOUR
BK ID B1722
CREDIT & MARKS 4 CREDITS & 60 MARKS


Q.No Questions Total
Marks
1 Explain the tri-component attitude model
Cognitive component
affective component
conative component

4
3
3
10
2 Describe the levels of consumer decision making while buying.

Levels 2.5 * 4 10
3 Explain brand image and the dimensions of brand personality
Explanation of brand image
Dimensions of brand personality
3
7
10
4 Explain the VALS (Value and Lifestyle) framework with diagram.
VALS Framework
Diagram
8
2
10
5 Explain the five categories of Adopters in innovation process.

Five categories 2 * 5 10
6 Briefly discuss the decision-making models.
Nicosia Model of Consumer Decision-Making
Howard-Sheth Model
Engel, Blackwell, Miniard Model
3
4
3

10
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Note Answer all questions. Kindly note that answers for 10 marks questions should be
approximately of 400 words. Each question is followed by evaluation scheme.