This document provides information about an assignment for the subject Consumer Behaviour. It includes: 1) Details of the course - MBADS (SEM 3/SEM 5), MBAFLEX/ MBA (SEM 3), PGDMMN (SEM 1) 2) Subject code and name - MK0011-Consumer Behaviour 3) Credits and marks - 4 Credits, 60 marks 4) It lists 6 questions ranging from 10-10 marks each that students need to answer as part of the assignment. The questions cover topics like segmentation, defense mechanisms, trait theory, factors influencing perception, components of learning, and adoption and post-purchase behavior.

1. ASSIGNMENT
DRIVE SUMMER 2014
PROGRAM MBADS (SEM 3/SEM 5)
MBAFLEX/ MBA (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 “Selecting the right segmentation variable is critical”. Explain with the help of an
example each for three types of segmentation.
Explanation of three types
Examples
7
3
10
2 Explain the concept of defense mechanism in detail.
Explanation
Forms of frustration
4
6
10
3 Discuss Trait theory and its relevance in consumer behaviour.
Explanation of trait Theory
Types of personality traits
4
6
10
4 “A number of factors influence individuals that may distort their perceptions”. Is it
true? Comment.
Explanation of factors that distort individual
perception
10 10
5 Explain the different components of learning.
Explanation 10 10
6 Write short notes on:
a) The Adoption Process
b) Post-Purchase Behaviour of a consumer
a) meaning and Barriers
b) Meaning and example
5
5
10
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2. 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.