DMKT306 CONSUMER BEHAVIOUR

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

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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

Influence on Buying

 

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 psychology of consumers. Kurt Lewin’s field theory first established the types of conflict and are still a major factor in studying the process of making

 

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. The consumer is confronted with a variety of problems that stimulate problem identification and prompt purchase purchases.

Types of Consumer Problems

Depletion or

 

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

 

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