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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. What is positioning & how does it benefit a brand?
Answer. Positioning is the perception of a brand or product in the mind of a target
consumer and reflects the essence of that brand or product in terms of its functional
and non-functional benefits as judged by the consumer. 7Up was projected as the
un-cola positioned as an alternative to the colas. Two simple words crystallised
things in the consumers minds. HULs soap Lux is positioned as the beauty soap of

Q2. Discuss the importance of injecting emotions into advertisements. Give

suitable examples.
Answer. As long as your advertisement is noticed it does not matter what you say,
believe some advertisers as the importance of emotions in advertising has come to be
recognised. This importance of emotions is primarily due to their ability to attract the
attention of customers. Some researchers are of the opinion that the study of the
importance and role of emotions on advertising, how emotional responses to
advertising influence consumer behaviour, and what causes ads to evoke certain
emotions is just in its

Q3. What is brand equity & how does it benefit the company?

Answer. Brand equity refers to the value integral to a well-known brand. It is the
incremental value of a business above the value of its physical assets due to the
market position achieved by its brand and the extension potential of the brand. Brand
equity can be viewed from the perspective of investor, the manufacturer, the retailer
or the consumer. Brand names add value to each of these groups. Investors
Q4. Discuss three component model of Attitudes. What is the relevance of
this model to advertising objectives?
Answer. Three component model of Attitudes:
Cognitive component
Consumers beliefs about an attitude-object are the attributes they ascribe to it.
These beliefs result from an individuals cognitions or knowledge and perceptions
obtained by experience with the attitude object and allied information. For most
attitude objects, consumers have a number of beliefs and that a specific

Q5. Discuss the nature of family decision making.

Answer. Family decision-making
When two or more family members are directly or indirectly involved in the decisionmaking process, it is called family decision-making. Such family decisions differ from
individual decisions in many ways. For example, consider the purchase of a bicycle for
a child, some of the relevant aspects to think about can be: who recognises the need
for bicycle? How is a brand selected? Some family purchases are inherently

Q6. Write short notes on:

a) Approaches to ascertain consumers needs
b) Store image
Answer. a. Approaches to ascertain consumers needs
Generally it is believed that decision-making is the cognitive process of selecting a
course of action from among multiple alternatives. The most common examples are
shopping and deciding what to eat. Decision-making is said to be a psychological
construct. It means that although one can never "see" a decision


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