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Master of Business Administration- MBA Semester 3, fall 2014
MK0011 – Consumer Behaviour
(Book ID: B 1722) Assignment (60 marks)
Q1. Explain the tri-component attitude model
(Cognitive component-4 marks, affective component-3 marks, conative component-3
marks) 10 marks
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)
Q2. Describe the levels of consumer decision making while buying. 10 marks
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 b
Q3. Explain brand image and the dimensions of brand personality
(Explanation of brand image-3 marks, dimensions of brand personality-7 marks) 10
marks
Answer.
Brand Image
2. Brand imageis the impression or idea evoked by exposureto 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 mostimportantly, identification and
association with other users of the brand. Good brand images are instantly evoked, are
positive, and arealmost always unique among competitive brands. Brand image can be
reinforced by brand communications such as
Q4. Explain the VALS (Value and Lifestyle) framework with diagram.
(VALS Framework-8 marks, Diagram-2 marks) 10 marks
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 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, re
Q5. Explain the five categories of Adopters in innovation process. 10 marks
Answer.
Five categories of Adopters in innovation process
These are as follows:
Q6. Briefly discuss the decision-making models.
(Nicosia Model of Consumer Decision-Making-3 marks, Howard-Sheth Model-4 marks,
Engel, Blackwell, Miniard Model-3 marks) 10 marks
Answer.
1. Nicosia Model of Consumer Decision-Making (Conflict Model)
Francesco Nicosia was oneof thefirst to develop consumer behavior 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.
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