This document contains information about an assignment for a Master of Business Administration program. It includes 3 questions related to consumer behavior topics like defining consumer behavior, buying roles, organizational buyers, psychoanalytic personality theory, components of learning like classical conditioning, factors influencing attitudes, diffusion of innovation, and organizational buying behavior. Students are instructed to answer all questions, with 10 mark questions being approximately 400 words. They should send their semester and specialization details to the provided email or call the phone number to get help with fully solving the assignment.

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ASSIGNMENT
DRIVE FALL 2017
PROGRAM Master of Business Administration - MBA
SEMESTER III
SUBJECT CODE & NAME MKT302 - Consumer Behaviour
BK ID B1722
CREDITS 4
MARKS 30
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.
SET I
Question. 1. Define Consumer Behaviour. What are the various
Buying Roles in the Individual Consumer Buying Decision Process?
What are the various categories of Organisational buyers?
Answer: Buying Behavior is the decision processes and acts of people involved in buying and using
products.
Need to understand:
 why consumers make the purchases that they make?
 what factors influence consumer purchases?
Question. 2. Write short notes on Sigmund Freud’s psychoanalytic
theory on Personality and Social/Cultural (Neo-freudian) Theory of
personality.
Answer:The Neo-Freudianisagroupof psychiatristsandpsychologiststhatconstitutedthe followers
of SigmundFreud.Freudispopularlyknownasthe fatherof psychiatry,andbymany,fatherof modern
personality theory.

2. Because Sigmund had always been very stubborn and rigid about his ideas and theories, hence his
members and followers began to break from the Freudian camp. These neo-Freudians extended
Freud’stheoryinsocial and cultural directions,andcame up withtheoriesthatwere well receivedin
their own right.
Question. 3. What are the various components of Learning? Explain
Classical Conditioning.
Answer: The Classical Conditioning Theory was proposed by a Russian Physiologist Ivan Pavlov.
Accordingto thistheory,behaviorislearntby a repetitive associationbetweenthe response andthe
stimulus.
The classical conditioning theory is based on the assumptionthat learningis developedthrough the
interactions with the environment. Also, the environment shapes
SET II
Question. 1. Define Attitude. What are the factors that inhibit
relationship between Beliefs, Feelings and Behaviour
Answer:An attitude isa positive;negative ormixedevaluationof anobjectthatisexpressedatsome
level of intensity.Itisanexpressionof favorable orunfavorableevaluationof aperson,place,thingor
event.
These are fundamental determinants of our perceptions
Question. 2. What do you mean by Diffusion of Innovation? What
are the factors affecting Diffusion of Innovation?
Answer: The diffusion of innovation is the process by which new products are adopted (or not) by
their intendedaudiences.It allows designers and marketers to examine why it is that some inferior
products are successful when some superior products are not.
Question. 3. Explain Organisational Buying Behaviour. What are the
various factors influencing Organisational Buyer Behaviour?

3. Answer: If your organization is a B to B organization, you must consider the factors that influence
organizational buyingdecisions,whendevelopingyourmarketingplansandsalesstrategies.Toknow
more about these factors, keep reading.
Organizational buyingismuchmore complex thanconsumerbuying,andthusdeservestobe studied
separately. The entwined interpersonal relationships
Dear students get fully solved
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601