1. MS-61
Management Programme
ASSIGNMENT
FIRST SEMESTER
2011
MS-61: CONSUMER BEHAVIOUR
School of Management Studies
INDIRA GANDHI NATIONAL OPEN UNIVERSITY
MAIDAN GARHI, NEW DELHI – 110 068

2. MS- 61: CONSUMER BEHAVIOUR
ASSIGNMENT
Course Code : MS-61
Course Title : Consumer Behavior
Assignment Code : 61/TMA/SEM-I/2011
Coverage : All Blocks
Note: Assignments Solved by www.distpub.com
1. Assume that you are the marketing manager of the online banking division of
the country’s leading bank . How would you utilize your understanding of
consumer behavior to effectively segment your markets and identify appropriate
segments for promoting online banking ? Also describe the promotional strategies
you will develop for the segments identified by you.
2. Develop an appropriate question naire to measure consumer attitudes towards any
two of the following, based on what you have studied about attitudes and attitude
measurement:
a. Health clubs
b. Diet Colas
c. Mutual funds
3. Why in your view, does reference to influence tend to vary across product
categories? Identify any two products where the reference group influence is :
a. Strong for product choice but weak for brand choice
b. Strong for both Product choice and Brand choice
Explain the reasons for this pattern of reference group influence
4. From among the purchases made by you or your family in the last few years
identify any three purchases that required a large degree of pre purchase search
for information. Clearly explain what characteristics of the product or the buying
situation made this search behavior necessary.
5. Assess some of your brand choice decisions and identify At least two each that
fall into the category of extended problem solving, limited problem solving and
routinised response decisions. Explain how did your need for information vary in
each case of each category and why? What are the implications for marketers In
view of this variation in requirement of information?