MS-61: CONSUMER BEHAVIOUR

MS- 61: CONSUMER BEHAVIOUR

ASSIGNMENT

Course Code : MS-61

Course Title : Consumer Behavior

Assignment Code : 61/TMA/SEM-I/2011

Coverage : All Blocks

Note: Assignments Solved by www.distpub.com

1. Assume that you are the marketing manager of the online banking division of the country’s leading bank . How would you utilize your understanding of consumer behavior to effectively segment your markets and identify appropriate segments for promoting online banking ? Also describe the promotional strategies you will develop for the segments identified by you.

2. Develop an appropriate question naire to measure consumer attitudes towards any two of the following, based on what you have studied about attitudes and attitude measurement:

a. Health clubs

b. Diet Colas

c. Mutual funds

3. Why in your view, does reference to influence tend to vary across product categories? Identify any two products where the reference group influence is :

a. Strong for product choice but weak for brand choice

b. Strong for both Product choice and Brand choice

Explain the reasons for this pattern of reference group influence

4. From among the purchases made by you or your family in the last few years identify any three purchases that required a large degree of pre purchase search for information. Clearly explain what characteristics of the product or the buying situation made this search behavior necessary.

5. Assess some of your brand choice decisions and identify At least two each that fall into the category of extended problem solving, limited problem solving and routinised response decisions. Explain how did your need for information vary in each case of each category and why? What are the implications for marketers In view of this variation in requirement of information?