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IGNOU MMPM-01 - Consumer Behaviour

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IGNOU MMPM-01 Code Details

  • University IGNOU (Indira Gandhi National Open University)
  • Title Consumer Behaviour
  • Language(s)
  • Code MMPM-01
  • Subject Marketing Management
  • Degree(s) MBA (New), PGDIMM, MBAMM
  • Course Specialization Course

IGNOU MMPM-01 English Topics Covered

Block 1 - Consumer Behaviour-Issues and Concepts

  • Unit 1 - Consumer Behaviour- Nature, Scope, Models and Applications
  • Unit 2 - Consumer Behaviour and Life-style Marketing
  • Unit 3 - Organisational Buying Behaviour

Block 2 - Individual Influences On Buying Behaviour

  • Unit 1 - Perceptions
  • Unit 2 - Learning and Memory
  • Unit 3 - Attitude and Attitude Change
  • Unit 4 - Personality and Self-concept
  • Unit 5 - Consumer Motivation and Involvement

Block 3 - Group Influences On Consumer Behaviour

  • Unit 1 - Reference Group Influence and Group Dynamics
  • Unit 2 - Family Buying Influences, Family Life Cycle and Buying Roles
  • Unit 3 - Culture and Sub-culture Influences

Block 4 - The Buying Process

  • Unit 1 - Problem Recognition and Information Search Behaviour
  • Unit 2 - Information Processing
  • Unit 3 - Alternative Evaluation
  • Unit 4 - Purchase Process and Post Purchase Behaviour
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IGNOU MMPM-01 (July 2023 - January 2024) Assignment Questions

1. It is said that “Lifestyle marketing is a process of establishing relationships between products offered in the market and targeted lifestyle groups”. Comment on the statement and analyse which VALS type best describes you and then find an advertisement in your most frequently used media that appeals to this VALS type? 2. Distinguish between the instrumental learning and the classical learning approaches. Which of the two is more complete and why? Under what marketing situations would you seek to apply each and why? 3. How can marketers strategically use digital opinion leaders? Illustrate with examples. 4. It is often said that culture is such a pervasive and all-encompassing influence that we realize its impact when we are out of it for some period of time. Do you agree? Justify your answer on the basis of your own travel to other societies on the basis of discussion with friend who have stayed abroad for some time. 5. How does the problem recognition stage vary between a low involvement and a high involvement purchases? How can the marketers benefit from these variations?

IGNOU MMPM-01 (July 2022 - January 2023) Assignment Questions

1. About 20 years ago, the ready-made clothes market in India was limited to a few companies offering men's shirts and trousers in a few instances. But today a large of national and international brands have made available a huge range of ready-made apparel for all age segments and socio-economic class segment. Can you identify some key variables of individual determinants and external environment responsible for this change? 2. Compare and contrast the real versus the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase. 3. It is often said that culture is such a pervasive and all-encompassing influence that we realize its impact when we are out of it for some period of time. Do you agree. Justify your answer on the basis of your own travel to other societies on the basis of discussion with friend who have stayed abroad for some time. 4. How does the problem recognition stage vary between a low involvement and a high involvement purchase? How can the marketers benefit from these variations? 5. Write short notes on following a. Theories of Learning b. Family life cycle concept c. Routes of Non-Store Buying.
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MMPM-01 Previous Years Question Papers

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