smu mba semester 3 assignments, sprring 2014

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ASSIGNMENT
DRIVE SPRING 2014
PROGRAM MBADS (SEM 3/SEM 5)
MBAFLEX/ MBAN2 (SEM 3)
PGDMMN (SEM 1)
SUBJECT CODE &
NAME
MK0011- Consumer Behaviour
BK ID B1722
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1
The ability to develop successful new products is critical to a company’s sales, future
growth and long-term survival. Customers evaluate all new products based on their
perceptions. Discuss the five categories of adopters classified by time of adoption.
Five categories of adopters 10 10
2
Discuss the three component model of attitudes. What is the relevance of this model to
advertising objectives?
Three component model of attitudes 6
Relevance of this model to advertising objectives 4 10
3
One of the most critical decisions about creative strategy in advertising involves the choice
of an appropriate appeal. Some ads are designed with the intent of appealing to the
rational, logical aspect of the consumer’s decision making process. Discuss the advertising
appeals which are classified as rational & logical appeals.
Classification of advertising appeals 10 10
4
Describe the levels of consumer decision making while buying.
Levels of consumer decision making 10 10
5
A product or service that a person might buy to satisfy some needs often comes at the
expense of depriving another need as the person may be short on resources. These
compromises are described as motivational conflict. Explain the principal form of
motivational conflict with examples.
Explanation about motivation and motivational
conflict
3
Forms of motivational conflict with examples 7 10
6
Write a short notes on the following:
A. Involvement and types of consumer behaviour
B. Dimensions of Involvement.
A. Involvement and types of consumer
behaviour
5

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B. Dimensions of Involvement. 5 10
Note – Answer all questions. Kindly note that answers for 10 marks questions should be approximately
of 400 words. Each question is followed by evaluation scheme.