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In$ia %&'(&(
ASSI)N*+N,S
ADL- 4- . CONSUMER BEHAVIOUR
Su/0ect Name 1 Co$e : Consumer Behaviour
Stu$y Centre :
"ermanent +nrollment Num/er "+N#:
Stu$ent Name :
INS,2!C,IONS
a) Students are required to submit three assignments
ASSI)N*+N, D+,AILS *A23S
Assignment A
Five Analytical Questions
10
Assignment B
Three Analytical Questions + Case Study
20
Assignment C Tenty !ive "b#e$tive Questions + Ten Fi%% in the B%an&s 10
b) Tota% eightage given to these assignments is 4&4'
$) A%% assignments are to be $om(%eted in your on hand riting)ty(ed'
d) A%% questions are required to be attem(ted'
e) A%% the three assignments are to be $om(%eted by due dates *s(e$i!ied !rom time to time)
and mai%ed)given by hand !or eva%uation at the ACe+ o!!i$e ,oida)your Study Centre'
!) The eva%uated assignments $an be $o%%e$ted !rom your study $entre) ACe+ o!!i$e a!ter si-
ee&s' Therea!ter. these i%% be destroyed at the end o! ea$h semester'
Signature : /////////////////////////
0ate : /////////////////////////
* ) Ti$& mar& in !ront o! the assignments submitted
Assignment 5A5 Assignment 5B5 Assignment 5C5

ADL- 4-. Consumer Behaviour
Assignment 5A5
Notes. Five Analytical Questions *arks. '&#
1' a) What is the interrelationship between the consumer behaviour discipline and the marketing concept?
b) How can the study of consumer behaviour assist marketers in segmenting markets and positioning
products?
2' Contrast the major characteristics of the following personality theories: a) reudian theory! b) "ungian theory!
c) #eo$reudian theory! and d) %rait theory& 'n your answer! illustrate how each theory is applied to the
understanding of consumer(s behaviour'
1' a) )iscuss the differences between the absolute threshold and the differential threshold&
b) What is consumer reality?

2' How is perceptual mapping used in consumer research? Why marketers are sometimes forced to reposition
their product or services? 'llustrate your answer with e*amples&
3' )istinguish between beliefs! values! and customs& 'llustrate how the clothing a person wears at different times
or for different occasions is influenced by customs&
ADL- 4-. Consumer Behaviour
Assignment 5B5
Notes. hree Analytical Questions *arks. '&#
1' A marketer of health foods is attempting to segment its market on the basis of consumer self image& )escribe
the four types of consumer self$image and discuss which one+s) would be most effective for the stated
purpose&
2' Which theory of learning +i&e&! classical conditioning instrumental conditioning or cognitive learning) best
e*plains the following consumption behaviour: a) buying a pack of chewing gum! b) preferring to fly on
particular airline! c) buying a personal computer for the first time! and d) buying a new car? ,*plain your
choice&
1' a) Why would a consumer who has just purchased an e*pensive fa* machine for home use attempt to
influence the purchase behaviour of others?
b) How do consumers reduce post purchase dissonance? How can marketers provide positive reinforcement
to consumers after the purchase in order to reduce their dissonance?
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Case Stu$y *arks. '&#
%he case: Here is a focus group finding new generation woman -Aa! "i Nari#$ %he overall sketch of this potential
consumer for almost all range of products is be studied thoroughly before attempting the .uestions in this
section&
HE %ENERAION I &OMAN
%he very /arometer of societal change! the 0eneration ' woman is young! married! aspires to a career! is well$
informed and liberated! and e*tremely individualistic& ,ager to add to her husband(s income without abdicating
her responsibilities to the family! she has a high sense of self$esteem&
While preserving her husband(s values! she rejects traditional family e.uations! demanding and getting and e.ual
say in decision making& 1he also wants her children to be free of obligation like looking after their parents& -'
don(t e*pect my children to care for me!2 she says& /eing better of than her mother$in$law from modern products
to modern attitude is a priority&
%he 0eneration ' woman does not aspire to a westerni3ed life$style& -Watching 1anta /arbara is 45& /ut our roots
are in the 6ahabharata!2 she says& ,ven homegrown soaps like %ara are losing their appeal to her for being
-/oring2& 'n terms of personal aspirations! social standing and achievement score over comforts and lu*uries&
1ays she: -Having a happy family and mental peace is more important than being rich&2
7ooks and personal grooming are high on her agendas! involving visits to beauty parlors as well as use of home
remedies& /eing well$dressed is a priority: -0ood clothes give me confidence!2 she says& 1he shops for her
husband(s clothes too& %he 0eneration ' homemaker is an adventurous buyer& -6i*ies were common$place
earlier! but today food processors have made lives easier for us& 4ur parents were not as adventurous because
they did not have so many products to choose from&2
6any 0eneration ' woman are overstressed! thanks to the comple* pressure of household chores! children(s
homework! and often! a job& ew have the leisure to watch their favorite programmes on %8! and usually rely on
their husband(s or children(s choice& -9ou just can(t adjust your schedules to %8 serials!2 she says&
1he measures durability! easy maintenance! technology! and a well$known brand name against the price to
determine the value of a product& -%he price must be e.uivalent to the benefits that the product offers& 't is not
necessary that all high$priced products are good! she say& /e prepared to encounter the .uintessential! hard$
nosed consumer in the 0eneration ' woman&
Discuss.
:;& 9ou are assigned a job to launch microwave oven by a multinational company& How would you sketch the
complete /uying <rocess of a microwave oven by this type of personality?
a) Comment on all types of self images +actual self! ideal self! social self! ideal social self) of this consumer?
b) As a marketer how would you like to position your product so that is meets the e*tended self image of
this consumer?
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ADL- 4-. Consumer Behaviour
Assignment 5C5
Notes. O'!ective ty(e )uestions an* Fill in the Blan+s , Attempt all the .uestion as per the instructions
given at the beginning of ,ach /lock: *arks. '&#
Bloc+ - I
ic+ the Ri.ht Choice
1' Consumer behaviour is a synthetic field of study involving
a) <sychology
b) 1ociology
$) Anthropology
d) All of the above
e) #one of the above
2' %he first step in consumer buying process is:
a) 'nformation search
b) <urchase decision
c) #eed recognition
d) <ost purchase behaviour
1' A consumer passes through heightened attention stage during
a) 'nformation search
b) <urchase decision
$) #eed recognition
d) <ost purchase behaviour
2' %he specific /rands a consumer considers in making a purchase chlice in a product category is called as:
a) 'nept set
b) 'nert set
$) Alert set
d) ,voked set
3' Which kind of buying behaviour is e*pected of a consumer while buying salt
a) Comple* decision
b) 'mpulsive behaviour
$) /rand loyalty
d) 'nertia
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4' Which kind of buying behaviour is e*pected of a consumer for a bypass heart surgery:
a) Comple* decision
b) 'mpulsive behaviour
$) /rand loyalty
d) 'nertia
5' Which kind of buying behaviour is e*pected of a consumer for a Chocolate /ar:
a) Comple* decision
b) 'mpulsive behaviour
$) /rand loyalty
d) 'nertia
6' 'f performances of a product are below the e*pectation of a consumer then under which state do we find the
consumer?
a) Cheated
b) <rone to consumer protection
c) <ost <urchase )issonance
d) #one of the above
7' 8f a consumer knows everything about the brand but nothing about the product launched under that brand
then what king of buying situation arises:
a) ,*tensive <roblem 1olving
b) =outinised buying situation
c) 7imited <roblem 1olving
d) #one of the above
10' What king of buying situation will be faced by an internet ready %8 being introduced by a fresh brand from
5orea in 'ndian 6arket:
a) ,*tensive <roblem 1olving
b) =outinised buying situation
$) 7imited <roblem 1olving
d) #one of the above
11' A'4 stands for
a) Attitude! 'nterests and 4peration
b) Attitude! 'nterpret and 4pinion
c) Activities! 'nterests and 4perations
d) #one of the above
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12' %he most successful and top of the line people with high self$esteem and abundant resources in 8A71 >
frame work are called as
a) ulfilleds
b) 6akers
c) Achievers
d) Actuali3ers
11' 4#')A(1 devil in the ad relates to which of the following Component of reud <ersonality 1ystem&
a) 1uper ,go
b) ,go
$) ')
d) All of the above
12' Which stage of personality development if met with a crisis in the early stages leads to the habit of smoking!
thumb sucking
a) <hallic 1tage
b) 7atency 1tage
c) Anal 1tage
d) 4ral 1tage
13' A membership group having a positive influence on a person is called as
a) Contractual
b) Aspirational
c) Avoidance
d) #one of the above
14' %wo or more people who interacts accomplish either individual or mutual goals are called as
a) riends
b) <eers
c) 0roup
d) amily
15' %he lowest level at which an individual can e*perience a sensation is called as
a) %hreshold
b) Absolute threshold
c) )ifferential threshold
d) #one of the above
16' How a consumer in fact sees themselves is called as
a) Actual self image
b) 'deal self image
c) ,*pected self image
d) #one of the above
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17' How consumers would like to others see them is called as
a) 'deal social self image
b) 1ocial ' self image
c) ,*pected self image
d) #one of the above
20' %he intermediary point between actual self image and ideal self image is called as
a) ,*pected self image
b) Altered self image
c) ,*tended self image
d) #one of the above
21' What kind of products a consumer is likely to spend more on during honeymooner stage
a) 6ovies
b) )isposable diapers
c) 6odified milk
d) #one of the above
22' Currently the marketers are making best use of the following stage of a consumers self image
a) 'deal self image
b) 'deal social self image
c) ,*tended self image
d) All of the above
21' %he subtle changes that occurs while a brand undergoes repositioning of the visual look of the logo is guided
through the principle called as
a) "#)
b) "#%
c) %=<
d) #one of the above
22' 'f a consumer shows a favourable behaviour towards a favourably viewed brand name then its come under
the following learning theory
a) Cognitive learning theory
b) 'nstrumental conditioning
c) Classical conditioning
d) #one of the above
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23' Attitude can be classified in terms of which of the following functions
a) ?tilitarian
b) ,go defensive
c) 5nowledge
d) All of the above
e) #one of the above
Bloc+ - II
Fill in the 'lan+s /ith the most a((ro(riate term 0s12
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25' %he process of selection organi3ation and interpretation stimuli into a meaningful picture is called asAA
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26' %he four basic functions of a family are ,conomic! well being! ,motional support! suitable family lifestyle
andAAAAAAAAAAAAAAA
27' A learned predisposition to behave in a consistently favorable or unfavorable manner towards an object is
called as AAAAAAAAAAAAAAA
10' Celebrities can be used in an advertisement for testimonial! endorsement! as an actor and AAAAAAA
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11' %ry component attitude model consist of three major components namely conative! cognitive and AAAA
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12' A set of large number of mental of verbal statements +-' believeA2) that reflects a person(s assessment
of something is called as AAAAAAAAAA&&
11' reud proposed that the human personality consists of three interacting systems namely super ego! ego
and AAAAAAAAAAAAA
12' %wo or more person related by blood! marriage or adoption who reside together are called asAAAAAA
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13' " # ) stands for AAAAAAAAAAA AAAAAAAAAA&& AAAAAAAAA&&
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