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University: IGNOU
Course: Master of Business Administration
Question and answer of MS-61 Solved Assignment
Consumer Behavior
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MS-61 Solved Assignment 2021 – Consumer Behaviour
1. With the help of examples discuss the characteristics that distinguish organizational buying from individual buying.
2. Define personality. Explain the differences between the „trait theory‟ and the “psychoanalytictheory‟ of personality.
3. What do you understand by the term „Culture‟? Explain the need for cross cultural understanding of consumer behaviour for marketers.
4. What do you understand by reference group influence? Explain the degree of reference group influence with regard to the purchase of the following products and their respective brand choice.
(a) Clothes
(b) Membership of health club
(c) Bathing Soap
5. Explain the concept of family life cycle. How do the family life cycle stages affect the consumption patterns? Give its implications for the marketers of life insurance policies.
6. “Understanding how consumers learn is very important to marketers”. Do you agree with the statement? Justify your answer.