CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
SMUAPR15
ASSESSMENT_CODE MK0011_SMUAPR15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
18737
QUESTION_TEXT
Explain in brief the different types of reference groups and nature of
reference groups.
SCHEME OF
EVALUATION
Reference Groups
( 1+2+2 =5 marks)
An individual can be a member of a reference group such as the
family and would be said to be part of a membership group. This
same individual may aspire to belong to a cricket club and would be
said to be a part of an aspiration group. A disclaimant group is one to
which an individual may belong to or join and then reject the groups
values. An individual may also regard the membership in a specific
group as something undesirable and to be avoided. Such a group is a
dissociative group.
Types
Membership groups
Positive reference groups are important and classified as primary or
secondary and formal and informal. If a person maintains regular
contact with family members, friends and business associates, all
those individuals constitute a primary group. People, who meet less
frequently such as those who meet during morning walk or club
members. From the marketers point of view, primary groups are more
important because they influence consumers product beliefs, tastes
and preference and have a more direct effect on buying behaviour.
Research supports the view that members of primary groups are more
likely to buy the same brands.
Aspiration groups
Non-membership groups, with a positive attraction, are called
aspiration groups and exert a strong influence.
1.Anticipatory aspiration groups: These are groups that an individual
anticipates to join at some future time. The individual, generally, has
some direct contact with such group(s).
2.Symbolic aspiration groups: The individual admires these groups
but is unlikely to join them despite acceptance of the group’s beliefs
and attitudes.
Nature of Reference Groups :
( 5 marks)
Reference groups establish certain norms, roles, status, socialization
and power. These characteristics exert their influence on consumers:
1.Norms are generally defined rules and standards of behaviours that
the group establishes.
2.Values are shared beliefs among group members regarding what
behaviours are appropriate or inappropriate.
3.Roles refer to functions that an individual assumes or that the group
assigns to her/him to accomplish group objectives.
4.Status is the achieved or ascribed position that the individual
occupies within the group’s hierarchy.
5.Socialization refers to the process by which new members learn the
group’s system of values, norms and expected behaviour patterns.
6.A group’s influence on its member’s behaviour is closely related to
its ‘power’. Power may be of following types:
i.Reward power refers to the group’s ability to reward the individual.
ii.Coercive power relates to the power of the group to use
disapproval, withholding rewards, or iii.even punishing the
individual.
iii.Expert power influences the results from the experience, expertise
and knowledge of the individual or group.
iv.Referent power flows from the feeling of identification that the
individual has with the members of the group.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
72730
QUESTION_TEXT What are the five categories of adopters classified by time of adoption?
SCHEME OF
EVALUATION
(Each category carries 2.5 marks)
The five categories of adopters are:
Innovators : They constitute, on an average the first 2.5 percent of all those
consumers who adopt the new product and are technology enthusiasts.
Their venturesome attitude is reflected in their risk taking willingness and
eagerness bordering obsession to try new products and ideas.
Early adopters:They represent, on an average, the next 13.5 percent who
adopt the new product. They admire a technologically new product not so
much for its features as for its abilities to create a revolutionary
breakthrough in the way things are normally accomplished.
Early majority:They constitute the next 34% of the people to adopt an
innovation and adopt new ideas just prior or the average time. They
deliberate for sometime collecting information and evaluating other brands,
before adopting. They adopt innovations earlier than most of their social
group but only after the innovation is considered successful.
Late majority: They represent next 34 percent to adopt an innovation after
the early majority. They are sceptical about innovations and adopt new
ideas just after the average time, approaching the innovations cautiously.
Laggards: They represent the last 16 percent of adopters. They are
traditional, most localite in outlook, dogmatic and oriented to the past.
QUESTION_T
DESCRIPTIVE_QUESTION
YPE
QUESTION_ID 125773
QUESTION_T
Explain briefly the dimensions of personality
EXT
The personality of a brand can be divided into
Sincerity of the brand:
The image of the brand as being down to earth, very honest and
cheerful. Brands that are sincere always fulfill their promises. Consumers
can be sure to get the desired benefits out of them. Some brands such as
Himalaya and Hero Honda Passion are viewed as sincere brands, as
people trust these brands and they never disappoint
consumers
Excitement:
SCHEME OF
EVALUATION
There are some brands that show their image as being daring, imaginative
and spirited. These brands target adventurous people and people with
hedonic motives who want to experiment. Brands like mountain dew and
Bajaj pulsar are related to this personality type, where people are shown
during amazing stunts that pumps excitement in
consumers.
Compet
ence:
These are the types that are reliable, intelligent and successful. These
brands are most trusted and they have an association with the
consumers. They are said to be very consumer-oriented and they know
what their consumers want. They are promoted in such a way that their
core competencies and success stories are evident in consumer
experiences.
Sophistication:
These brands have an upper-class connotation attached to them. They are
charming and most people aspire to own such brands. These brands have
an image of being classy and
glamorous.
Ruggedness:
These are brands that have a very western and masculine image. They are
considered to be tough and outdoorsy. They are connected with men or in
some cases women, with strong personalities.
QUESTION_TYPE DESCRIPTIVE_QUESTION
QUESTION_ID
125774
QUESTION_TEXT Highlight the different types of innovation
Continuous innovation:
This entails introducing a modified product instead of a completely
new product. This type of innovation has minimal disruptive impact
on the existing consumption patterns. Adoption of such products
requires minor changes in behaviour that are unimportant to
consumers.
Dynamically continuous innovation:
SCHEME OF
EVALUATION
This entails making of a new product or modification of an existing
one. It is moderately more disruptive than a continuous innovation
but yet does not alter greatly existing practices of
consumption.
Adoption requires a moderate change in an important behaviour or a
major change in an important behaviour or a major change in an area
of behaviour that is of low or moderate importance to the
individual.
Discontinuous
innovation:
This represents a product so new that consumers have never known
anything like it before and impels consumers to adopt new
consumption behaviour practices.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125775
QUESTION_TEXT
Write a note on McGuire's classification of motives.
Cognitive preservation of motives
Cognitive growth motives
SCHEME OF EVALUATION
Affective preservation motives
Affective growth motives
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125776
QUESTION_TEXT
Explain with illustration the Howard-Sheth Model.
3 stages of decision making:
SCHEME OF
EVALUATION
Extensive problem solving, limited problem solving, routinized
response behavior.
4 major set of variables: inputs, perceptual and learning
constructs, outputs, external variables.