consumer behavior (sikkim manipal university fall assignment 2014)

Sikkim manipal university fall 2014 assignment (marketing)Call 8602695861(devendra kachhi)

Q1.Explain the tri- component attitude modelAnswer: Tri-component attitude model:-According to this model, attitudes consist of three main components: 1. Cognitive component (knowledge, beliefs) 2. Affective component (emotions, feelings) 3. Conative component (behavioral aspect)

Cognitive component Consumers’ beliefs about an attitude-object are the attributes they ascribe to it. These beliefs result from an individual’s 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 behavior

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Q2. Describe the levels of consumer decision making while buying.Answer: Levels of Consumer Decision Making :Researchers are realizing that consumers possess a repertoire of buying decision strategies. A consumer evaluates the level of effort required to make a certain choice, then selects a strategy best suited for the occasion. This sequence is referred to as constructive processing and means that consumers adjust their degree of cognitive "effort" to the task at hand. The complexity and consumer involvement in a purchase decision vary based on the nature of purchase and the benefits sought.



Q3. Explain Brand image and the dimensions of Brand personality.Answer: Brand image:Brand image is the impression or idea evoked by exposure to a named brand. Like brand personality, brand image is not something a brand has or it doesn’t. A brand is unlikely to have one brand image, but several, though one or two may predominate. The key in brand image research is to identify or develop the most powerful images and reinforce them through subsequent brand communications. It is based on the proposition that consumers buy not only a product (commodity), but also the image associations of the product, such as power, wealth, sophistication, and most importantly, identification and association with other users of the brand. Good brand images are instantly evoked, are positive, and are almost always unique among competitive brands. Brand image can be reinforced by brand communications such as packaging, advertising, promotion, customer service, word-of-mouth and other aspects of the brand experience. Brand



Q4: Explain the VALS (Value and Lifestyle) framework with diagram.Answer: Values and Lifestyles (VALS) Stanford Research Institute (SRI) developed a popular approach to psychographic segmentation called Values and Lifestyles (VALS). This approach segmented consumers according to their values and lifestyles in the USA. Figure 2.1 depicts the VALS framework. According to the present classification scheme, VALS has two dimensions. The first dimension, primary motivations, determines the type of goals that individuals will pursue and refers to the pattern of attitudes and activities that help individuals reinforce, sustain or modify their social self image. This is a fundamental human need. The second dimension, resources, refers to the physical, psychological, demographic and socio-economic factors that have an impact on the ability of consumers to make choices and to be satisfied with their choices. Particularly, resources include factors such as self-confidence, interpersonal skills, inventiveness, intelligence, eagerness to buy, income, status and education, etc. SRI has identified three basic motivations: Ideals (principles



Q5: Explain the five categories of Adopters in innovation process.Answer: Factor in the Innovation Process The time factor refers to the speed with and extent to which individuals and groups adopt the innovation. 1. Time of adoption Everett M Rogers examined more than 500 studies on diffusion and concluded that there are five categories of adopters classified by time of adoption: Innovators

They constitute, on an average the first 2.5 percent of all those consumers who adopt the new product and are technology enthusiasts.

Their venturesome attitude is reflected in their risk taking willingness and eagerness bordering obsession to try new products and ideas.

Innovators tend to be younger, better educated, have higher incomes, are cosmopolitan, and more active outside of their community than non-innovators.

They also tend



Q6: Briefly discuss the decision making model.Answer: Nicosia Model of Consumer Decision-Making (Conflict Model) Francesco Nicosia was one of the first to develop consumer behaviour model in the early 1960s and shift focus from the act of purchase itself to the more complex decision process that consumers engage in about products and services. The model is viewed as representing a situation where a firm is designing communications (products, ads, etc.) to be delivered to consumers and in turn consumers' responses influence subsequent actions of the firm. The model contains four major fields or components: Field - I – The firm's attributes and outputs or communications and the consumer's psychological attributes.

Field - II – The consumer's search for and evaluation of the firm's outputs and other available alternatives.



consumer behavior (sikkim manipal university fall assignment 2014)

Marketing