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This particular Assignment references the syllabus chosen for the subject of Marketing Management, for the January 2024 - July 2024 session. The code for the assignment is MS-61 and it is often used by students who are enrolled in the MBA (MS) Degree.
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1. What is meant by consumer perceptions? How do you justify the relevance of studying perceptions when they may not accurately reflect reality? Give example(s) to illustrate your answer.
2. What do you understand by reference group influence? Suggest a few products for which you think reference groups would exert a strong influence with regard to the purchase of the product and the brand, provide explanation for your choice?
3. Briefly explain The Family Life Cycle Concept. Which of the stage(s) of the family life cycle constitute the most lucrative segment for the following products?
(i) Home appliances
(ii) Baby food
(iii) Luxury products
Explain your answer with reasons.
4. How would you differentiate between organizational buying and individual buying? Taking the example of purchase of laptops for organizational purposes and for your personal use, explain the differences.
5. Write short notes on following
a. Theories of post-purchase evaluation.
b. Nicosia's model of consumer decision making process.
c. Concept of information processing
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
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