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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
Call us at : 08263069601
(Prefer mailing. Call in emergency )
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
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.
Answer:-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
2 Discuss the three component model of attitudes. What is the relevance of this model to
advertising objectives?
Answer:Three component model of attitudes 6

2. According to this model, attitudes consist of three main components:
1. Cognitive component (knowledge, beliefs)
2. Affective component (emotions, feelings)
3. Conative component (behavioural aspect)
Cognitive component
Consumers’ beliefs about an attitude-object are the attributes they ascribe toit. These beliefs result
from an individual’s cognitions or knowledge
3One of the most critical decisions about creative strategy in advertising involves the choiceof an
appropriate appeal. Some ads are designed with the intent of appealing to therational, logical
aspect of the consumer’s decision making process. Discuss the advertisingappeals which are
classified as rational & logical appeals.
Answer:-Classification of advertising appeals
1 Rational appeals: These appeals focus on the audience’s self-interest and are directed at the
thinking aspect of decision-making process. Such appeals attempt to show that the product or service
will produce the desired benefits. Examples are ad messages that promise economy, assurance of
resale value, quality, durability, reliability and ease of use, etc. This ad conveys the reliability and ease
of use.
4 Describe the levels of consumer decision making while buying.
Answer:-Levels of consumer decision making
1 Purchase Decision Involvement
Purchase involvement is the level of concern for, or interest in, the purchase process stimulated by
the need to consider a certain purchase. It is important to realise that consumer involvement can
take many forms and a broad distinction is that it can be cognitive. For example, a consumer may be
motivated to learn about the latest specifications of the new iMac or emotional when he is
considering the purchase of a gift for his wife on their first
5 A product or service that a person might buy to satisfy some needs often comes at theexpense of
depriving another need as the person may be short on resources. Thesecompromises are described
as motivational conflict. Explain the principal form ofmotivational conflict with examples.
Answer:-Explanation about motivation and motivational conflict
A motivational goal has valence (strength). This valence can be positive or negative. Consumers are
motivated to approach the goal with positive valence However, some behaviour is directed at
avoiding a negative outcome. For example, many consumers work hard to avoid rejection and will
stay away from products they perceive to be associated with social disapproval. Some products, such
as deodorants, toothpaste, mouthwash and anti-dandruff shampoo, etc. use negative motivation by
showing embarrassing consequences.

3. A product or service that a person might buy to satisfy
6 Write a short note on the following:
A. Involvement and types of consumer behavior
Consumer behaviour varies with involvement level on the one hand and the degree of perceivable
brand differences on the other. Figure 6.6 depicts the consumer involvement and the complexity of
the decision-making process.
Considering the level of consumer involvement and the complexity of decision-making, four types of
consumer choice processes or buying behaviours emerge.
1. Complex decision-making (extensive problem solving behaviour) – This best describes the
traditional hierarchy model. The consumer develops
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