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DRIVE
PROGRAM
SEMESTER
SUBJECT CODE &
NAME
BK ID
CREDITS &
MARKS

ASSIGNMENT
SUMMER 2016
Master of Business Administration- MBA
Semester 3
MK0011 Consumer Behaviour
B1722
4 Credits, 60 marks

Note Answer all questions. Kindly note that answers for 10 marks questions should be
approximately of 400 words. Each question is followed by evaluation scheme.

Q.No
Questions
Marks
Total Marks
1
Briefly discuss the concept of positioning & how does it benefit a brand?
Positioning & how does it benefit a brand
10
10
2

Discuss the importance of injecting emotions into advertisements. Give suitable

examples.
Emotions into advertisements
7
10
Examples
3
Discuss the concept of brand equity & how does it benefit the company?
Brand equity & its benefit for the company
10
10
Discuss three component model of Attitudes. What is the relevance of this model to
advertising objectives?
Model of Attitudes
5
10
Relevance of model to advertising objective
5
Discuss the nature of family decision making.
Nature of family decision making
10
10

Write short notes on:

a) Approaches to ascertain consumers needs
b) Store image
a) Approaches to ascertain consumers needs
b) Store image

5
5

10

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