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Important announcement: (Last date of submission for January 2023 session is 30th April, 2023 and for July 2023 sessions is 31st October, 2023)
1. How can the VALS 2 typology be used to develop advertisement campaigns for a chain of health clubs? Which particular segments would you target and why?
2. Identify the kinds of information that a consumer may collect to form his or her attitude. How can it help his brand evaluation later?
3. What purchase decision process would occur for a family in the purchase of Refrigerator? Think of your own family. Which individuals in your family have the roles of gatekeeper, influencer, decider, buyer, and user? To what extent do these roles change across different product categories?
4. Suppose that you are a marketing manager of a company that has started manufacturing washing machine. How will you anticipate, analyse and respond to the post-purchase feelings of your customers?
5. Discuss the concept of cognitive dissonance and its implications for marketing decision with suitable example.
6. Write short notes on following
a. Buy Grid Model of organisational buying behaviour
b. Subliminal Perception Techniques
c. Subcultures and their Influence.
July 2022
1. How would you differentiate between organisational buying and individual buying? Taking the example of purchase of stationery of your personal use and for organisational purposes, explain the differences.
2. Discuss the theories of motivation, and types of motivational conflict.
3. Define the concept of social class. Do you think that social class or income would be a better segmentation tool for the marketing of holiday packages? Discuss.
4. Differentiate between interpretation and yielding. How does the former affect the latter?
5. Take the example of a Washing Machine purchase by your family. Explain the decision process with the help of Howard Sheth Model.
6. Write short notes on following
a. VALS-2 Classification
b. Family life cycle concept
c. Theory of self-concept, and related concept.
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MS61 IGNOU Assignment Question for Answer
1. With the help of examples discuss the characteristics that distinguish organizational buying from individual buying.
2. Define personality. Explain the differences between the „trait theory‟ and the „psychoanalytic theory‟ of personality.
3. What do you understand by the term „Culture‟? Explain the need for cross cultural understanding of consumer behaviour for marketers.
4. What do you understand by reference group influence? Explain the degree of reference group influence with regard to the purchase of the following products and their respective brand choice.
(a) Clothes
(b) Membership of health club
(c) Bathing Soap
5. Explain the concept of family life cycle. How do the family life cycle stages affect the consumption patterns? Give its implications for the marketers of life insurance policies.
6. “Understanding how consumers learn is very important to marketers”. Do you agree with the statement? Justify your answer.
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