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School for Continuing Education (NGA-SCE)
Course: Consumer Behaviour
Internal Assignment Applicable for December 2019 Examination
Assignment Marks: 30
1. Advertisers today face a challenge
of “sensory adaptation”. It has become increasingly difficult to get the
attention of and impress consumers. In terms of consumer perception, what is
the relationship between sensory adaptation and absolute threshold? Name 3 ways
in which marketers are overcoming the challenge of sensory adaptation.
2. Pooja is a stationary enthusiast.
She loves collecting antique fountain pens, limited edition notebooks,
state-of-the-art mechanical pencils, post-it notes in rare shapes, etc. She has
an extensive collection of stationary which she has proudly built over many years.
What is Fixated Consumption and Compulsive Consumption? What are the
characteristics of a fixated consumer and a compulsive consumer? Which of the 2
behaviours is Pooja exhibiting?
(10 Marks)
3. a. Using an example, explain the 4
elements of Consumer Learning. (5 Marks)
3. b. Gifting is an interesting
aspect of Consumer Behaviour because gifts represent more than ordinary
purchases. They are associated with important and special events (e.g.,
Mother’s Day, birthdays, engagements, weddings, etc.) What are the different
types of Gifting behaviours consumers may exhibit? (5 Marks)
Dear students, get fully NMIMS solved assignments
by professionals
Do send your query at :
or call us at :08263069601
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