The document outlines key concepts in marketing, including the tri-component attitude model, levels of consumer decision-making, brand image and personality, the VALS framework, categories of adopters in innovation, and the Nicosia model of consumer decision-making. It emphasizes the importance of cognitive, affective, and conative components in forming attitudes, as well as the various decision strategies consumers employ. Additionally, it describes brand image development and the factors influencing consumer choices in the context of new product adoption.

1. Sikkim manipal university fall 2014 assignment (marketing)
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Q1.Explain the tri- component attitude model
Answer: Tri-component attitude model:-According to this model, attitudes consist of three
main components:
1. Cognitive component (knowledge, beliefs)
2. Affective component (emotions, feelings)
3. Conative component (behavioral aspect)
Cognitive component
Consumers’ beliefs about an attitude-object are the attributes they ascribe to it. These beliefs
result from an individual’s cognitions or knowledge and perceptions obtained by experience with
the attitude object and allied information. For most attitude objects, consumers have a number of
beliefs and that a specific behavior
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Q2. Describe the levels of consumer decision making while buying.
Answer: Levels of Consumer Decision Making :Researchers are realizing that consumers
possess a repertoire of buying decision strategies. A consumer evaluates the level of effort
required to make a certain choice, then selects a strategy best suited for the occasion. This
sequence is referred to as constructive processing and means that consumers adjust their degree
of cognitive "effort" to the task at hand.
The complexity and consumer involvement in a purchase decision vary based on the nature of
purchase and the benefits sought.
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2. Q3. Explain Brand image and the dimensions of Brand personality.
Answer: Brand image:
Brand image is the impression or idea evoked by exposure to a named brand. Like brand
personality, brand image is not something a brand has or it doesn’t. A brand is unlikely to have
one brand image, but several, though one or two may predominate. The key in brand image
research is to identify or develop the most powerful images and reinforce them through
subsequent brand communications. It is based on the proposition that consumers buy not only a
product (commodity), but also the image associations of the product, such as power, wealth,
sophistication, and most importantly, identification and association with other users of the brand.
Good brand images are instantly evoked, are positive, and are almost always unique among
competitive brands. Brand image can be reinforced by brand communications such as packaging,
advertising, promotion, customer service, word-of-mouth and other aspects of the brand
experience. Brand
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Q4: Explain the VALS (Value and Lifestyle) framework with diagram.
Answer: Values and Lifestyles (VALS)
Stanford Research Institute (SRI) developed a popular approach to psychographic segmentation
called Values and Lifestyles (VALS). This approach segmented consumers according to their
values and lifestyles in the USA. Figure 2.1 depicts the VALS framework.
According to the present classification scheme, VALS has two dimensions. The first dimension,
primary motivations, determines the type of goals that individuals will pursue and refers to the
pattern of attitudes and activities that help individuals reinforce, sustain or modify their social
self image. This is a fundamental human need. The second dimension, resources, refers to the
physical, psychological, demographic and socio-economic factors that have an impact on the
ability of consumers to make choices and to be satisfied with their choices. Particularly,
resources include factors such as self-confidence, interpersonal skills, inventiveness, intelligence,
eagerness to buy, income, status and education, etc.
SRI has identified three basic motivations:
Ideals (principles
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3. Q5: Explain the five categories of Adopters in innovation process.
Answer: Factor in the Innovation Process
The time factor refers to the speed with and extent to which individuals and groups adopt the
innovation.
1. Time of adoption
Everett M Rogers examined more than 500 studies on diffusion and concluded that there are five
categories of adopters classified by time of adoption:
Innovators
 They constitute, on an average the first 2.5 percent of all those consumers who adopt the
new product and are technology enthusiasts.
 Their venturesome attitude is reflected in their risk taking willingness and eagerness
bordering obsession to try new products and ideas.
 Innovators tend to be younger, better educated, have higher incomes, are cosmopolitan,
and more active outside of their community than non-innovators.
They also tend
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Q6: Briefly discuss the decision making model.
Answer: Nicosia Model of Consumer Decision-Making (Conflict Model)
Francesco Nicosia was one of the first to develop consumer behaviour model in the early 1960s
and shift focus from the act of purchase itself to the more complex decision process that
consumers engage in about products and services.
The model is viewed as representing a situation where a firm is designing communications
(products, ads, etc.) to be delivered to consumers and in turn consumers' responses influence
subsequent actions of the firm. The model contains four major fields or components:
Field - I – The firm's attributes and outputs or communications and the consumer's psychological
attributes.
Field - II – The consumer's search for and evaluation of the firm's outputs and other available
alternatives.
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