NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Consumer Behaviour
Internal Assignment Applicable for September 2019 Examination

Assignment Marks: 30

Instructions:

 All Questions carry equal marks.

 All Questions are compulsory
 All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
 All answers to be written individually. Discussion and group work is not advisable.
 Students are free to refer to any books/reference material/website/internet for attempting
their assignments, but are not allowed to copy the matter as it is from the source of
reference.

 Students should write the assignment in their own words. Copying of assignments from
other students is not allowed

 Students should follow the following parameter for answering the assignment questions.

For Theoretical Answer For Numerical Answer

Assessment Parameter Weightage Assessment Parameter Weightage
Introduction 20% Understanding and usage 20%
Concepts and Application 60% of the formula
related to the question Procedure / Steps 50%
Conclusion 20% Correct Answer & 30%
Interpretation

1. Parachute is known for its range of coconut-based hair products, manufactured by

Marico. While their flagship product is their Parachute coconut hair oil, over the
years they have extended the brand to make Parachute Advansed Oil for specialized
hair care needs and Parachute Advansed Body Lotion for skin care needs. What is
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Consumer Behaviour
Internal Assignment Applicable for September 2019 Examination

Stimulus Generalization? How has Parachute generalized the stimulus of “goodness of

coconut” into its brand extensions? (10 Marks)

2. Consider you are in the market for a luxury watch. Enumerate the steps in this purchase
using the Consumer Decision Making Model: Input, Process, and Output. (10 Marks)

3. a) Explain the different adopter categories in the Innovation adoption process, taking the
example of any innovative product of your choice. (5 Marks)

3. b) What are membership groups and symbolic groups? Discuss 1 membership group and
1 symbolic group from your life. (5 Marks)

**********