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1. Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
help.mbaassignments@gmail.com
or
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ASSIGNMENT
DRIVE SPRING 2016
PROGRAM Master of Business Administration- MBA
SEMESTER 3
SUBJECT CODE & NAME MK0011 –Consumer Behaviour
BK ID B1722
CREDITS &MARKS 4 Credits, 60 marks
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.
Question.1. What is positioning & how does it benefit a brand?
Positioning & how does it benefit a brand
Answer:Productpositioning—whichisthe sixthandfinal stepinthe marketsegmentationprocess—
involvesdevelopingaproductandmarketingplan that will appeal to the selected market segment.
In orderto positionaproducteffectively,asmall businessmustidentifythe attributes that are most
important to consumers in the segment, and then develop an overall marketing strategy that will
attract consumers' attention. Positioning can be usefully applied during the earliest stages of
product design, when a company first identifies who its target customer will be in terms of
demographic, geographic, and behavioral characteristics.
Question.2. Discuss the importance of injecting emotions into
advertisements. Give suitableexamples.
Answer:Advertisers talk a lot about the importance of generating an emotional response from
people.However,theyrarelystoptospecifyexactlywhatcharacterizessucha response or why they
believe it is important.
Granted, this definition is not a simple task, and the lack of clarity surrounding terms such as
“emotional,”“rational,”“subconscious,”etc.,isafurthercomplication.However,areview of current
learning on the way emotion guides our

2. Question.3. What is brand equity & how does it benefit the
company?
Answer:Positive brand equity enables a firm to make a higher margin on sales and reduce
advertisingandmarketingcosts.Brandequityisdefined as the value of having a well-known brand
name. It can be positive or negative. Apple, for example, maintains a high level of positive brand
equity;itsproductsare renowned for quality and its customers are fiercely loyal. On the other end
of the spectrum,BPaccumulatednegative brandequityfollowingits 2010 oil spill. Its name became
synonymous with environmental destruction, and many
Question.4. Discuss three component model of Attitudes. What is
the relevance of this model toadvertising objectives?
Answer:Attitudescan be defined as evaluations of ideas, events, objects, or people. Attitudes are
generallypositiveornegative,buttheycan also be uncertain at times. For example, sometimes we
have mixedfeelingsaboutaparticularissue or person. Regardless, attitudes are an important topic
of study for social psychologists because they
Question.5. Discuss the nature of family decision making.
Answer: The FamilyLife Cycle.Individualsand families tend to go through a "life cycle:" The simple
life cycle goes from
For purposesof thisdiscussion,a"couple"mayeitherbe married or merely involve living together.
The breakup of a non-marital relationship involving

3. Question.6. Write short notes on:
a) Approaches to ascertain consumer’s needs
Answer:A need is a consumer's desire for a product's or service's specific benefit, whether that be
functional or emotional. The emotional benefit tends to be a stronger driver for consumers, as
functional benefitscanbe easilycopiedby competitors. On the other hand, a consumer want is the
desire forproducts or services that are not necessary, but which consumers wish for. For example,
food is considered a consumer need. However,
b) Store image
Answer:"Store image isthe image or impression of a store in the minds of customers. Good overall
impression of this nature in terms of products available in the store, the store itself and the
experience theyexpectwhenshoppingatthe store.So itcan be said that the store image is actually
a reflection of the overall customer to store environment.
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
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or
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