Friday, 19 January 2018

MK0011 –Consumer Behaviour

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SEMESTER 3
SUBJECT CODE &
NAME
MK0011 –Consumer Behaviour

1 Briefly discuss the concept of positioning & how does it benefit a brand?
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

2 Discuss the importance of injecting emotions into advertisements. Give suitable examples.
Emotions into advertisements
Examples
Answer: “As long as your advertisement is noticed it does not matter what you say”, believe some advertisers



3 Discuss the concept of brand equity & how does it benefit the company?
Brand equity & it’s benefit for 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


4 Discuss three component model of Attitudes. What is the relevance of this model to advertising objectives?
Model of Attitudes
Relevance of model to advertising objective
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 individual’s cognitions or knowledge and perceptions obtained by experience with the attitude


5 Discuss the nature of family decision making.
Nature of family decision making 10

Answer: Family decision-making
When two or more family members are directly or indirectly involved in the decision-making process, it is called family decision-making. Such family decisions differ from individual decisions in many ways.


6 Write short notes on:
a) Approaches to ascertain consumer’s needs
b) Store image

Answer: a) Approaches to ascertain consumer’s needs
Generally it is believed that decision-making is the cognitive process

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