DMKT302 CONSUMER BEHAVIOUR JULY-AUGUST 2025

Description

SESSION	JUL/AUG – 2025
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	III
COURSE CODE & NAME	DMKT302 CONSUMER BEHAVIOUR

 

 

 

Assignment Set – 1

 

 

Q1. Compare and contrast the key characteristics of Freudian personality theory and neo-Freudian personality theories.  5+5     

Ans 1.

Freudian Personality Theory

Sigmund Freud’s psychoanalytic theory is foundational in understanding personality and its influence on consumer behaviour. The key characteristics include:

• Structure of Personality: Freud proposed three interacting systems – the Id, Ego, and Superego. The Id operates on the pleasure principle, driven by primitive, unconscious impulses (primarily sexual and aggressive drives, known as libido and Thanatos). The Ego acts as the reality principle, mediating between Id’s desires and real-world

 

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Q2. How do consumer lifestyles influence consumer buying decisions? 10        

Ans 2.

Consumer lifestyle refers to the pattern of living expressed through a person’s activities, interests, opinions (AIO), values, and demographics. It is a comprehensive concept that integrates personality, self-concept, and social influences, going beyond mere demographics like age or income. Lifestyle significantly shapes buying decisions by determining what consumers value, how they allocate time and resources, and how they perceive products

Understanding lifestyles helps predict and influence buying decisions effectively.

 

 

Q3. In what situations can a motivational conflict arise? Explain with a suitable example.       10

Ans 3.

Motivational conflict arises when a consumer faces competing goals or motives that pull in opposite directions, creating tension during decision-making. Motivation drives behaviour to satisfy needs, but when multiple motives activate simultaneously with conflicting outcomes, conflict occurs. There are three primary types: Approach-Approach, Approach-Avoidance, and Avoidance-Avoidance.

Approach-Approach Conflict: This happens when a consumer must choose between two

 

 

Assignment Set – 2

 

 

Q4. The consumer faces different kinds of problems that stimulate problem recognition and stimulate purchase decisions. What are those? 10     

Ans 4.

Problem recognition marks the beginning of the consumer decision-making process. It happens when a consumer notices a big enough gap between their current situation (actual state) and what they ideally want (desired state). This gap creates unease, pushing the consumer to look for ways to fix it, which eventually leads to purchase decisions. Different kinds of problems trigger this recognition, and each type comes from unique triggers,

 

 

5. What is the tri-component model of attitude formation? 10

Ans 5.

The tri-component model, popularly known as the ABC model (Affective, Behavioural, Cognitive), explains how attitudes are formed, structured, and influence behaviour. An attitude is an enduring evaluation—positive or negative—towards an object, brand, person, or idea. This model breaks attitude into three interconnected components that work together to shape consumer preferences and choices.

Cognitive component forms the knowledge and belief base. It includes all the information,

 

6. Write down the factors affecting diffusion of innovation. Also, explain the diffusion process of a product. 5+5

Ans 6.

Factors Affecting Diffusion of Innovation

Relative Advantage The extent to which the new product is seen as superior to existing options in terms of benefits, cost, convenience, or status. Greater perceived advantage leads to faster adoption.

Compatibility How well the innovation matches the values, lifestyle, past experiences, and