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Master of Business Administration - MBA Semester 3
MK0011-Consumer Behaviour
(Book ID: B1722)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each.
Each Question carries 10 marks 6 X 10=60
Q1. Selecting the right segmentation variable is critical. Explain with the
help of an example each for three types of segmentation.
Answer. Explanation of three types:
1. Geographic segmentation
Geographic location of consumers is usually the starting point of all market
segmentation strategy. The location of consumers helps the company plan its
marketing offer. These geographic units may be nations, states, regions, areas of
certain climatic conditions, urban and rural divide. The assumption is that consumers
in a particular geographic area have similar preferences and consumption behaviour,
different from those living in other areas. For example, people in West Bengal have
different food habits and dress

Q2. Explain the concept of defense mechanism in detail.

Answer. Explanation:
Failure to achieve a goal often gives rise to a feeling of frustration. Probably, there is
nobody who has not experienced frustration that comes from the inability to achieve
some goal. Individuals react differently to frustration. Some are adaptive and find a
way to circumvent the barrier, while some others choose a substitute goal if the

modified efforts fail. Still others may take it as a personal failure and become a victim
of anxiety.

Q3. Discuss Trait theory and its relevance in consumer behaviour.

Answer. Explanation of trait Theory:
The Trait Theory states that human personality is composed of a set of traits that
describe general response patterns.. Its orientation, unlike previously discussed
theories, is quantitative or empirical. It centres on gauging of personality in terms of
psychological characteristics, called traits. JP Guilford describes a trait as any
distinguishing and relatively enduring way in which one individual differs from
another. The concept is that traits are general and relatively stable characteristics of
personality that influence behavioural tendencies. The concept can be summed up in
three assumptions:

Q4. A number of factors influence individuals that may distort their

perceptions. Is it true? Comment.
Answer. Explanation of factors that distort individual perception:
A number of factors influence individuals that may distort their perceptions, such as
physical appearances, stereotypes, irrelevant stimuli, first impressions, jumping to
conclusions and halo effect, etc.
Physical appearances People may or may not consciously recognize that they tend
to attribute the qualities, which in their opinion are associated with certain individuals,
to others who may resemble those persons. According to Kathleen Debevec and
Jerome B Kernan, research indicates that attractive men are perceived as more
successful in business than average-looking men. Attractive models in ads and
commercials prove more persuasive and have a more positive impact on consumer
attitudes and behaviour than average-looking models.

Q5. Explain the different components of learning.

Answer. Four components are fundamental to most learning situations.
1. Motivation Motivation is the driving force that impels individuals to action and is
based on needs and goals. Motivations function as a spur to learning with needs and
goals acting as stimuli. For example, a badminton enthusiast will learn all about the
sport and may seek information about prices, quality, etc. of a badminton racquet if

he/she learns that a good racquet would help in playing a good game. Marketers
attempt to uncover consumer motives and then teach motivated consumer segments
why their products will best satisfy consumer needs.

Q6. Write short notes on:

a) The Adoption Process
b) Post-Purchase Behaviour of a consumer
Ans. a) The Adoption Process
The process of diffusion starts when early adopters influence their reference group
members and other acquaintances to purchase the product. The adoption of an
innovation requires that an individual or a group of consumers decide on buying a
new product. Therefore, it is reasonable to view adoption as the first step in the
diffusion process. In case of low-cost, low-risk innovations, consumers involvement
level is likely as below: The process shows that:
In the first step, the consumer becomes aware and recognizes the need for the
product.

Winter-2015
Get solved assignments at nominal price of Rs.125
each.
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09882243490