DMKT306 CONSUMER BEHAVIOUR JAN FEB 2026

Description

SESSION	JAN-FEB 2026
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	III
COURSE CODE & NAME	DMKT306 CONSUMER BEHAVIOUR

 

 

 

Assignment Set – 1

 

Q.1. Contrast the major characteristics of the following personality theories: (a) Freudian theory (b) Neo-Freudian theory.

Ans 1.

1. a) Freudian Theory

Sigmund Freud’s theory of personality is the foundation of psychoanalytic consumer research. Freud believed that the human character is a function of three different systems which include the Id, the Ego as well as the Superego. The Id is the repository of primitive, unconscious drives and needs for immediate gratification with no regard to social limitations that operate on the principle of pleasure. The Ego is a reality principle and mediates between the Id’s demands and the external world, seeking socially acceptable ways of satisfying needs. The Superego

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JAN-FEB 2026

 

Q.2. How do consumer lifestyles influence consumer buying decisions?

Ans 2.

Consumer Lifestyle: Definition

Consumer lifestyle is a comprehensive way of life that is reflected in the way people spend their time as well as what they think is important and how they feel about themselves and others around them. It covers activities such as jobs, hobbies, sports, and social events that are centered around food clothing, fashion, family and social life; and their views of social and cultural issues, the products they use, and the future. The term “lifestyle” encompasses a wide range of concepts

 

Q.3. In what situations can a motivational conflict arise? Explain with suitable example.

Ans 3.

Concept of Motivational Conflict

A motivational conflict arises when a consumer is driven in a synchronized manner by different goals or motivations, which can make the purchase difficult or stressful psychologically. Since the majority of consumer choices involve trade-offs between competing desires and constraints or values Motivational conflicts are frequently encountered and studied extensive in the field

 

Assignment Set – 2

 

Q.4. The consumer faces different kinds of problems that stimulate problem recognition and stimulate purchase decisions. What are those?

Ans 4.

Problem Recognition in Consumer Decision-Making

The process of problem recognition is the beginning point of the consumer taking a decision. The process begins when a customer perceives a meaningful difference between their present state and ideal situation. A perceived gap triggers a sense of need or desire which motivates the consumer to begin looking for solutions by gathering information as well as product assessment.

 

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

Ans 5.

Overview of the Tri-Component Model

The tri-component model of attitude development, which was developed by social psychology and frequently used to research into consumer behavior proposes that attitudes are composed of three components interdependent which include the Cognitive component the Affective component, and the Conative or Behavioral component. Together, these three components provide a complete representation of a consumer’s attitude towards an object, brand product or

 

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

Ans 6.

Factors Affecting Diffusion of Innovation

The term “diffusion” refers the procedure by when a novel idea, product notion, or concept spreads through a social system in the course of time. There are a variety of factors that affect the speed of an idea being taken up by consumers. Relative Advantage refers to the extent that an idea is considered superior to what it is compared to. The more pronounced the perception of