NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Consumer Behaviour
Internal Assignment Applicable for June 2022 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 60%
Conclusion 20% Correct Answer & 20%
Interpretation

1. Celebrities, particularly movie stars, TV personalities, popular entertainers, and sports

icons, are a symbolic reference group because they are liked, admired, and often have a
high degree of perceived credibility. Therefore, many marketers use them to promote
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Consumer Behaviour
Internal Assignment Applicable for June 2022 Examination

their products and services. Please state what parameters would a marketer consider for
determining which celebrity should be used for a particular brand.
Analyse the role of celebrity star Amitabh Bachchan in influencing consumer behaviour
as a brand ambassador for Gujarat Tourism (10 Marks)

2. Culture is the fundamental determinant of a person’s wants and behavior. The growing
child acquires a set of values, perceptions, preferences, and behaviors through his or her
family and other key institutions.
a. Explain culture, sub-culture
b. Analyse any 3 typical values that Indian children are exposed to from their childhood
which are part of our culture and how they impact their purchase choices when they grow
(10 Marks)

3. Answer the following

a. What is Customer Involvement – Explain the 4 types of customer involvement in product
purchases (5 Marks)

b. Classify the following purchase decisions in terms of the above

i. Buying a gift for your parent’s 25th wedding anniversary
ii. Laptop
iii. Groceries for daily use at home
iv. Ordering-in food at home on a Sunday evening through Swiggy / Zomato
(5 Marks)

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