Master of Business Administration MBA Semester 3 MK0011 Consumer Behaviour - 4 Credits Assignment Set 1 Note: Each question carries

ies 10 Marks. Answer all the questions. Q.1 Explain the consumer decision process stages. When patients buy your services, they all engage in a decision-making process. Research shows that one of the major problems with businesses is that they fail in supporting the customers in this process. By understanding your patients needs and concerns as they progress through the decision-making cycle, you can build better and more successful medical practice. The consumer decision-making process Imagine that you need a new cell phone. The first step is recognizing your need. (You can insert 'want' or 'desire' instead of need.) Though you may have an idea of which phone you would like to purchase, you research your options to narrow the possibilities. If you're a male, you go online and investigate manufacturers, resellers, and independent consumer organisations. You ask friends and colleagues for advice, and you visit a few stores to "kick the tires." You compare you options and finally decide to purchase what seems to be the best alternative, based on criteria like design, features, price. For men, this is a linear process. If you're female you go through a much different, non-linear, decision making process that takes into account different variables than males typically choose. Men perceive this process as introducing a lot of extraneous noise into what should be a straight forward decision about cost vs.. benefits. Women are actually much harder to please because they're also buying a cell phone based on: What color it is. How it fits in their purse. cute factor, etc. They're deciding how much 'faith or trust' to put in the business. One process is not 'better' than the other, they're just different. Warning: This is where many men don't get it. Women are using criteria that men don't understand so men tend to disregard this process. While women are harder to please, they

are much more loyal consumers if you can satisfy them initially. Men look for features, women look for faith. After your purchase, you assess whether it lives up to your expectations. You might find that the phone is able to do what the manufacture promised, but that the navigation is unmanageable. You decide that you will never buy this brand again. Your decision-making process can be described as five different stages:

The customer decision-making process and its five stages The complexity of this process can range from careful analysis to pure impulse. While an impulse buy, such as adding additional services or products to an existing appointment, can take place instantaneously, complex purchase decisions stretch over a long period of time. This buying process is an iterative process, where patients may collect information from different sources and repeatedly return to re-evaluate and compare the information they have found. Women are particularly adept at this and consider any number of points that you may not be aware of in this decision making process. One of the most important of these could be described as 'feel'. (Men typically descry this type of methodology, often causing them to dismiss what women see as the most important part of their decision making.) The customer funnel The Web is a great tool for information research. Studies show that the Internet is now the primary means by which people get key information. This counts for commerce in particular. People expect to be able to find information about products they are considering buying, even if a company doesn't sell its products online.

Considering peoples' high expectations about the information and services available online, it's disturbing to see just how bad commerce web sites are at selling. Lets look at a study on consumer buying patterns online as an illustration: From their tests of consumer commerce, researchers from the usability consultancy UIE have discovered that the buying process acts as a sieve, where customers are inadvertently filtered out at each stage of their decision-making process. UIE's studies show that out of 100% of purchase-ready customerscompletely intent on buying, only 34% will actually make the purchase.

Q.2 In the context of consumer perception, explain briefly the following terms: Differential threshold, subliminal threshold, absolute threshold, adaptation, perceptual blocking, perceptual vigilance and defense. [10 marks] Q.3 What is attitude? What are the various attitudinal models? [10 marks] Q.4 What similarities and differences do you find in classical conditioning and instrumental conditioning? [10 marks] Q.5 Discuss social judgment theory and cognitive response model. [10 marks] Q.6 Explain the light of perceptual organisation the essential components involved while dealing with consumer behaviour. [10 marks] February 2011

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Master of Business Administration-MBA Semester 3 MK0011 Consumer Behaviour - 4 Credits Assignment Set 2 60 Marks Note: Each question carries 10 Marks. Answer all the questions. Q.1 Explain the influences of social class and groups on consumer behaviour. [10 marks] Q.2 Do you think culture plays a role in consumer decision making process or in their behaviour. Mention some instances where culture influences consume behaviour. [10 marks] Q.3 Evaluate Howard Sheth model of consumer behaviour. [10 marks] Q.4 a) Identify the different organisational buying roles with examples. [05 marks] b) What are the purchase and demand patterns observed in organisation buying behaviour? [05 marks] Q.5 Discuss the different personality theories. [10 marks] Q.6 What is positioning? Explain positioning strategies, approaches and errors. [10
marks]

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Dear Friends, We are providing solved assignments, Project reports, Documentation; we are working in this field for last 5 years. Dont fall the low cost assignments, which is the assignments with cheap quality and rejected from Universities. I can show you many students, those who failed, coz they buy very cheap assignments of 500rs or 600rs .

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