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Master of Business Administration - MBA Semester 3
MK0011-Consumer Behaviour
(Book ID: B1721)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each.
Each Question carries 10 marks 6 X 10=60
Q1. Marketers manage product positioning by focusing their marketing
activities on a positioning strategy. Explain
Answer: There are 7 approaches to positioning strategy:
i. Using product characteristics or customer benefits:
In this case, segmentation is done keeping in mind the product characteristics or
customer benefits.
Sometimes, a new product is positioned with respect to a product characteristic that
competitors have ignored. BenQ was positioned as a provider of morphing-enabled
mobile pictures, a feature absolutely new in the market. Sometimes a product
attempts to position itself along two or more product characteristics

Q2. Explain motivational conflict and its principles.

Answer. Conflict is bad things happening to good people, but its also bad things
happening to bad people.

Conflict is friction, tension and opposition. What personifies the conflict in your
nonprofit story? Is it something abstract like war? Something more grounded, like
Monsanto? Or something even more personal, like a parent abusing their child?

Q3. Explain Absolute threshold and Differential Threshold with the help of
an example each.
Answer. Absolute Threshhold: In neuroscience and psychophysics, an absolute
threshold was originally defined as the lowest level of a stimulus- light, sound, touch,
etc.-that an organism could detect. Under the influence of signal detection theory,
absolute threshold has been redefined as the level at which a stimulus will be
detected a specified percentage (often 50%) of the time. The absolute threshold can
be influenced by several different factors, such as the

Q4. Explain with one example each, the factors that inhibit relationship
between beliefs, feelings and behaviour.
Answer. Feelings play a crucial role in determining human behavior. Our behavior
toward other persons is determined by our feelings toward them. Obviously, we
behave differently toward those we like than toward those we dislike.
Assuming that we have no reason to hide or disguise our feelings, if we like certain
people, we are more likely to spend time with them, talk with them, confide in them,
do nice things for them, and in general we strive to make them happy. On

Q5. Cultural Values are enduring beliefs that a given behaviour or outcome
is desirable or good. Explain
Answer. Individual cultures emphasize values which their members broadly share.
One can often identify the values of a society by noting which people receive honor or
respect. In the United States of America, for example, professional

Q6.Write short notes on:

a) The Adoption Process
b) Post-Purchase Behaviour of a consumer
Answer. a) The Adoption Process:

1. Product Awareness:
This first stage is about creating awareness that your product is in the market. It is
important that your company develops a successful avenue for your consumers to
become aware of your product. If consumers do not know your product exists, than it
might as well not exist! Create marketing material. These can be one-sheets, video
teasers, images, and landing pages. Make these marketing materials easily
accessible. Utilizing creativity and wit is a great way to engage consumers in this
awareness stage. I recommend creating a strong social presence for said product. In
the era of social media, many tools are available in the market that provide
b) Post-Purchase Behaviour of a consumer:
Consumer behaviour is the study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have on
the consumer and society.It blends elements from psychology, sociology, social
anthropology, marketing and economics. It attempts to understand the decisionmaking processes of buyers, both

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