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IIMB (https://swayam.gov.in/explorer?ncCode=IIMB) » Consumer Buyer Behaviour (course)

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Unit 5 - Week 5 - Personality and Consumer Behaviour

Course outline

Week 1 - Consumer Behaviour Knowledge

Week 2 : Market Segmentation

Week 3 : Consumer Research

Week 4 : Consumer Need & Motivation

Week 5 - Personality and Consumer Behaviour

Personality Characteristics (unit?unit=7&lesson=42)

Summary : Personality Characteristics (unit?unit=7&lesson=43)

Personality Theories (unit?unit=7&lesson=44)

Summary : Personality Theories (unit?unit=7&lesson=45)

Personality and Consumer Behaviour (unit?unit=7&lesson=46)

Summary : Personality and Consumer Behaviour (unit?unit=7&lesson=47)

Brand Personality (unit?unit=7&lesson=48)

Quiz : Week 5 Graded Assessments (assessment?name=97)

Week 6 : Consumer Psychographics and Perception

 Week 7 : The Nature of Consumer Attitudes and Change

Week 8 : DIFFUSION AND ADOPTION OF NEW PRODUCTS & CONSUMER DECISION MAKING

Week 9 : CONSUMER PROTECTION IN INDIA

Week 10 : CONSUMER BUYER BEHAVIOUR IN DIFFERENT MARKETING DOMAINS

Week 5 Graded Assessments

The due date for submitting this assignment has passed. Due on 2019-09-30, 23:59 IST.

Assignment submitted on 2019-09-20, 21:03 IST

1) Marketers always want to evolve different ways to segment their market to create 1 point
competitive differentiation. One distinct approach popular among the marketers is
segmentation based on ___________. Belief that supports this is that consumers’ purchase
decisions is a reflection of their unique personality.

Attitudes

Perceptions

Individual traits

None of the above

Yes, the answer is correct.

Score: 1
Accepted Answers:
Individual traits

2) Madhuri is introvert, quite, methodic, friendly and style conscious. Priyanka is extrovert, 1 point
vocal, spontaneous, dominating and style conscious. Can a fashion brand attract both of
them using similarity of their style consciousness?

No, they are two distinct segments thus needs to be dealt differently

Yes, they can be targeted due to similarity of personality traits

Yes, the answer is correct.

Score: 1
Accepted Answers:
Yes, they can be targeted due to similarity of personality traits

3) As per Freudian theory, human personalities are construction of three interacting systems – 1 point
the Id, Superego and _____. Fill in the blank.

The super ID

Suspended ego

Ego

None of the above

Yes, the answer is correct.

Score: 1
Accepted Answers:
Ego

4) Marketers are keen to understand the personalities of their consumers to avoid non- 1 point
congruence i.e being rejected. However, more understanding about four kinds of self-image
is essentially needed. One of the kinds of self-image indicates that such consumers ideally
would like to project him as what they like to be and thus classified as ______. Fill in the
blank.

Actual self-image

Ideal self-image

Social self-image

Ideal social self-image

No, the answer is incorrect.

Score: 0
Accepted Answers:
Ideal self-image

5) Over the decades, researchers have identified five personality factors popularly known as 1 point
BIG FIVE – _______ sincerity, excitement, Competence, ________ and ruggedness. Fill in
the blanks.

Caring

Sincerity

Sophistication

Youthfulness

Yes, the answer is correct.

Score: 1
Accepted Answers:
Sophistication