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Summer 2013
Master of Business Administration- MBA Semester 3
MK0011 – Consumer Behaviour
Q1. Explain the components of learning and also classical conditioning theory in brief. (Components- 3 marks; theory- 7 marks) 10 marks
Answer : Components of learning :
Attention:
The observer has to be watching what the other person is doing and saying in order to copy it. The observer notices something in the environment.
Retention:
This is where the observer codes the information into long-term memory so that the information can be retrieved later on. The observer remembers what was noticed.
Q2. Briefly discuss the decision-making models (any three). (Decision making models- 10 marks) 10 marks
Answer : Decision- making models :
1. Simon’s decision making model :
Decision-making, in organizations, is regarded as a rational process Herbert A. Simon has given a model to describe the decision–making process. The model comprises of three major phases, namely.
i) Intelligence
ii) Design, and
iii) Choice
Q3. Write a short notes on the following: A. Forms of Motivational conflict (forms- 3 marks) B. Forms of Defense mechanisms (forms -7 marks) 7+3 marks =10 marks
Answer : Forms of motivational conflicts :
1. Approach-Approach Motivational Conflict :
A consumer who must choose between two attractive alternatives faces approach-approach conflict. The more equal this attraction, the greater the conflict. A consumer who recently received a large cash gift for graduation (situational variable) might be ton) between a trip to Hawaii (perhaps powered by a need for stimulation) and a new mountain bike.
Q4. Describe the levels of consumer decision making while buying. (Levels – two for 3 marks and two for 2 marks) 10 marks
Answer : Levels of consumer decision making while buying :
1.Problem Recognition :
In this information processing model, the consumer buying process begins when the buyer recognizes a problem or need. For example, Doug may realize that his best suit doesn’t look contemporary any more. Or, Kathleen may recognize that her personal computer is not performing as well as she thought it should. These are the kinds of problem that we as consumers encounter all the time. When we found out a difference between the actual state and a desired state, a problem is recognized. When we find a problem, we usually try to solve the problem. We, in other words, recognize the need to solve the problem.
Q5. Discuss the influences of the reference group and Applications of reference group in a company. (Influences – 6 marks; Applications – 4 marks) 10 marks
Answer : Influence of the reference group :
A reference group is one that the individual tends to use as the anchor point for evaluating his/her own beliefs and attitudes. One may or may not be a member and may or may not aspire to membership in a reference group; nevertheless, it can have great influence on one’s values, opinions, attitudes, and behavior patterns. A reference group may be positive; that is, the individual patterns his or her own beliefs and behavior to be congruent with those of the group. Or, it may be negative. A negative reference group is just as influential. The church, labor union, political party, or sorority are examples of both
Q6. Explain the five categories of Adopters in innovation process. (Categories – each 2 marks)
Answer : Categories of adopters in innovation process :
1. Innovator: Venturesome :
Observers have noted that venturesomeness is almost an obsession with innovators. They are very eager to try new ideas. This interest leads them out of a local circle of peer networks and into more cosmopolite social relationships. Communication patterns and friendships among a clique of innovators are common, even though the geographical distance between the innovators may be considerable. Being an innovator has several prerequisites. These include control of substantial financial resources to absorb the possible loss owing to an unprofitable innovation and the ability to understand and apply complex technical knowledge.
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