MMPM-001
Consumer Behaviour
MMPM 001 solved Free Assignment 2023
MMPM 001 Solved Free Assignment January 2023
IGNOU MBA Assignment 2023
Q 1. About 20 years ago, the ready-made clothes market in India was limited to a few companies offering men’s shirts and trousers in a few instances. But today a large of national and international brands have made available a huge range of ready-made
apparel for all age segments and socio-economic class segment. Can you identify some key variables of individual determinants and external environment responsible for this change?
Ans. The ready-made clothes market in India has witnessed a significant transformation over the last 20 years.
A couple of decades ago, the market was limited to a handful of companies that catered to a narrow demographic – men’s shirts and trousers.
However, today, the market is flooded with a vast range of ready-made apparel for all age segments and socio-economic class segments.
This shift has been brought about by several factors, both internal and external, that have created a conducive environment for the growth of the ready-made clothing industry in India.
One of the key drivers of this transformation has been the increase in disposable income. MMPM 001 Solved Free Assignment 2023
India’s economy has grown substantially over the last two decades, with the country’s GDP rising from $470 billion in 2001 to $2.6 trillion in 2020.
This growth has led to an increase in the disposable income of the middle and upper-middle-class segments of the population.
As people have more money to spend, they are more likely to invest in ready-made clothes as opposed to traditional, tailor-made garments.
Another factor that has contributed to the growth of the ready-made clothes market in India is the changing lifestyle and work culture.
The rise of the service sector and office culture has led to an increase in the demand for Western-style clothes. MMPM 001 Solved Free Assignment 2023
Ready-made clothes are more practical for people who have busy lifestyles and need to dress quickly and efficiently for work.
This change in lifestyle has created a need for a wider range of clothes, which has been filled by the growing market for ready-made clothing.
The rise of e-commerce has also played a significant role in the growth of the ready-made clothes market in India.
The internet has made it easier for people to access a wider variety of ready-made clothes from national and international brands.
Online shopping has also made it more convenient for people to buy clothes from the comfort of their own homes. MMPM 001 Solved Free Assignment 2023
The ease of access to information about fashion trends and styles has also made it easier for people to keep up with the latest fashion trends and buy ready-made clothes that suit their personal style.
The growing competition among brands has also been a significant driver of the growth of the ready-made clothes market in India.
With more and more national and international brands entering the Indian market, competition has intensified, leading to lower prices and greater variety for consumers.
Brands are now focused on creating unique designs, high-quality fabrics, and diverse product lines that cater to a wide range of customers.
The changing fashion trends in India have also contributed to the growth of the ready-made clothes market.
As fashion trends change, people are more likely to experiment with new styles and buy ready-made clothes to keep up with the latest trends.
This trend has led to the emergence of several fashion brands that specialize in trendy, fast-fashion clothing that caters to the younger demographic.
Apart from these internal factors, there are several external factors that have contributed to the growth of the ready-made clothes market in India.
One of the most significant of these factors is globalization. The opening up of the Indian economy has allowed foreign brands to enter the market, bringing with them the latest fashion trends and styles from around the world.
This has led to an increase in the availability of Western-style clothing, which has become increasingly popular in India over the last few years.
One of the other factors that have contributed to the growth of the ready-made clothes market in India is the increased emphasis on convenience and affordability.
With busy lifestyles and limited time, consumers are looking for clothes that are easy to buy, easy to wear, and easy to maintain.
Ready-made clothes fit this bill perfectly, as they require minimal effort and time to purchase and can be worn straight away.
The affordability factor is also significant, as ready-made clothes are often more cost-effective than traditional tailor-made garments.
The growth of the retail sector in India has also played a crucial role in the expansion of the ready-made clothes market. MMPM 001 Solved Free Assignment 2023
The emergence of modern retail formats such as malls, hypermarkets, and department stores has created a conducive environment for the growth of the ready-made clothes industry.
These stores offer a vast range of ready-made clothes from various brands and make it easier for consumers to compare prices and styles.
Another key factor in the growth of the ready-made clothes market in India has been the increased focus on branding and marketing.
With the rise of social media and digital marketing, brands are now using innovative techniques to promote their products and build brand awareness.
From influencer marketing to targeted advertising, brands are using a range of tactics to connect with consumers and build a loyal customer base.
Finally, the emergence of new technologies has also played a crucial role in the growth of the ready-made clothes market in India.
With the rise of e-commerce, brands are now able to reach a much wider audience and offer more personalized shopping experiences.
New technologies such as 3D printing and AI are also transforming the industry, enabling brands to create more customized and innovative products that cater to individual preferences.MMPM 001 Solved Free Assignment 2023
Q 2. Compare and contrast the real versus the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase.
Ans. The concept of self is central to consumer behavior and decision-making. The self is a complex entity that can be divided into two aspects – the real self and the ideal self.
The real self refers to the person’s actual characteristics, traits, and behaviors, while the ideal self refers to the person’s desired characteristics, traits, and behaviors.
The real self is the person’s true identity that is based on their physical, emotional, and social attributes. The real self is shaped by the person’s experiences, relationships, and cultural background.
Consumers use their real self as a reference point when they purchase products that align with their actual needs, wants, and preferences.
For example, a person may buy a pair of running shoes that fit their actual foot size, provide the necessary support, and are comfortable to wear during exercise.
The real self is grounded in reality and represents the person’s actual behavior, attitudes, and values.MMPM 001 Solved Free Assignment 2023
In contrast, the ideal self is the person’s desired identity that is based on their aspirations, goals, and values.
The ideal self represents the person’s desired self-image, which they strive to attain through their actions and behaviors.
Consumers use their ideal self as a reference point when they purchase products that align with their desired identity.
For example, a person may buy a luxury watch to project an image of success, status, and sophistication that aligns with their desired self-image.
The ideal self is aspirational and represents the person’s desired behavior, attitudes, and values.MMPM 001 Solved Free Assignment 2023
There are many products for which a person is likely to use their real and ideal self as reference points when considering a purchase. Here are three examples for each type of self:
Real Self Products:
Jeans: When buying jeans, people typically use their actual body size, shape, and style preferences to guide their purchase decision.
They may choose a pair of jeans that fit well, feel comfortable, and match their current wardrobe.
Toothbrush: When buying a toothbrush, people typically use their actual dental needs and preferences to guide their purchase decision.
They may choose a toothbrush that has the appropriate bristle strength, handle size, and design features to effectively clean their teeth.
Groceries: When buying groceries, people typically use their actual dietary needs, taste preferences, and budget constraints to guide their purchase decision.
They may choose a range of food items that meet their nutritional requirements, flavor preferences, and affordability.
Ideal Self Products:MMPM 001 Solved Free Assignment 2023
Luxury Car: When buying a luxury car, people typically use their desired image of success, status, and luxury to guide their purchase decision.
They may choose a car that projects an image of power, sophistication, and exclusivity that aligns with their ideal self-image.
High-end Watch: When buying a high-end watch, people typically use their desired image of elegance, style, and prestige to guide their purchase decision.
They may choose a watch that exudes luxury, craftsmanship, and exclusivity that aligns with their ideal self-image.
Designer Clothing: When buying designer clothing, people typically use their desired image of fashion, style, and status to guide their purchase decision.
They may choose clothing that is made by a high-end fashion designer and reflects their ideal self-image of sophistication, exclusivity, and fashion-forwardness.
The real self and the ideal self can influence a person’s purchase decisions in different ways. MMPM 001 Solved Free Assignment 2023
Consumers may use their real self as a reference point when they need to fulfill their practical needs, whereas they may use their ideal self as a reference point when they want to express their identity, values, and aspirations.
Marketers need to understand both aspects of the self-concept to design effective marketing strategies that resonate with their target audience’s self-identity.
Moreover, the real and ideal selves are not static but can change over time based on the person’s experiences, social interactions, and personal goals.
For example, a person’s real self may change when they gain or lose weight, start a new job, or enter a new phase of life.
Similarly, a person’s ideal self may change when they set new goals, develop new interests, or encounter new social pressures.
As such, marketers need to monitor changes in their target audience’s self-concept to adapt their marketing messages accordingly.
Furthermore, the real and ideal selves may not always align, which can create cognitive dissonance and affect a person’s purchase decision.
For example, a person may want to lose weight (ideal self) but also enjoy eating junk food (real self). MMPM 001 Solved Free Assignment 2023
In such cases, marketers can use various techniques to bridge the gap between the two selves, such as promoting health benefits of certain foods or creating low-calorie versions of popular snacks.
Q 3. It is often said that culture is such a pervasive and all-encompassing influence that we realize its impact when we are out of it for some period of time. Do you agree. Justify your answer on the basis of your own travel to other societies on the basis of
discussion with friend who have stayed abroad for some time.
Ans. Culture is an integral part of our lives, and it shapes our beliefs, values, norms, and behaviors. MMPM 001 Solved Free Assignment 2023
It is so pervasive and all-encompassing that we often take it for granted and do not realize its impact until we are out of it for some period of time.
This can be observed when individuals travel to other societies or countries, where they experience different cultural practices and values.
These experiences can highlight the impact of culture on our lives and help us understand its influence on our behaviors and attitudes.
When we are exposed to a different culture, we may experience culture shock, which is the feeling of disorientation and discomfort that arises from being in an unfamiliar cultural environment. MMPM 001 Solved Free Assignment 2023
This can be due to differences in language, customs, social norms, and expectations. However, this experience can also provide us with a new perspective on our own culture and help us appreciate its unique qualities.
For example, individuals who travel to countries with collectivist cultures may appreciate the sense of community and social harmony that characterizes these societies.
On the other hand, individuals who come from individualistic cultures may appreciate the emphasis on personal freedom and autonomy that characterizes their own society. MMPM 001 Solved Free Assignment 2023
By experiencing different cultures, individuals can also learn about different ways of thinking and problem-solving, which can broaden their horizons and enhance their creativity.
In addition to personal experiences, discussing with friends who have stayed abroad for some time can also provide insights into the impact of culture.
Friends who have stayed abroad may have experienced different cultural practices and values that have influenced their attitudes and behaviors.
By discussing their experiences, they may provide a unique perspective on the impact of culture on their lives and how it has influenced their decision-making and social interactions.MMPM 001 Solved Free Assignment 2023
Moreover, friends who have stayed abroad may also have observed differences in consumer behavior and marketing practices that reflect cultural values and norms.
For example, in some societies, consumers may prioritize quality over price, whereas in others, consumers may prioritize convenience and accessibility.
By understanding these differences, marketers can tailor their marketing strategies to resonate with their target audience’s cultural values and expectations.
culture is a pervasive and all-encompassing influence that shapes our beliefs, values, norms, and behaviors. MMPM 001 Solved Free Assignment 2023
We often take our own culture for granted and do not realize its impact until we are exposed to different cultural environments.
Personal experiences and discussions with friends who have stayed abroad can provide insights into the impact of culture on our lives and help us appreciate its unique qualities.
By understanding the impact of culture, individuals and marketers can develop effective strategies that resonate with their target audience’s cultural values and expectations.
Furthermore, culture also plays a crucial role in shaping business practices and strategies. MMPM 001 Solved Free Assignment 2023
Business practices and strategies that work in one cultural context may not be successful in another cultural context.
This is because different cultures have different expectations, values, and norms that influence business practices and strategies.
For example, in some cultures, business relationships are built on personal connections and trust, whereas in others, business relationships are built on contractual agreements and legal obligations.
By understanding these cultural differences, businesses can tailor their practices and strategies to be effective in different cultural contexts.
Another aspect of the impact of culture is language. Language is a key component of culture and is an important means of communication.
Differences in language can create communication barriers that can impact business practices and relationships.
For example, language differences can make it difficult to negotiate contracts, communicate effectively with employees and customers, and convey marketing messages. MMPM 001 Solved Free Assignment 2023
By understanding the cultural context and language nuances, businesses can overcome these communication barriers and develop effective communication strategies that resonate with their target audience.
Moreover, culture also influences consumer behavior and decision-making. Different cultures have different preferences, needs, and values that influence their purchasing decisions.
For example, in some cultures, consumers may prioritize tradition and history when making purchasing decisions, whereas in others, consumers may prioritize innovation and convenience.
By understanding these cultural differences, businesses can develop effective marketing strategies that align with their target audience’s cultural preferences and needs.MMPM 001 Solved Free Assignment 2023
In addition, culture also influences social interactions and relationships. Different cultures have different social norms and expectations that influence how people interact and form relationships.
For example, in some cultures, people may value direct communication and assertiveness, whereas in others, people may value indirect communication and diplomacy.
By understanding these cultural differences, businesses can build effective relationships with their customers, suppliers, and other stakeholders.
Finally, culture also shapes our identity and sense of self. Our cultural background influences our beliefs, values, and attitudes, which in turn shape our sense of self and our identity. MMPM 001 Solved Free Assignment 2023
By understanding our own cultural background, we can develop a better understanding of ourselves and others.
This can enhance our ability to communicate effectively, build relationships, and succeed in diverse cultural environments.
Q 4. How does the problem recognition stage vary between a low involvement and a high involvement purchase? How can the marketers benefit from these variations?
Ans. The problem recognition stage is the first stage in the consumer decision-making process, where the consumer identifies a need or a problem that requires a solution. MMPM 001 Solved Free Assignment 2023
This stage can vary between a low involvement and a high involvement purchase, based on the level of consumer involvement in the purchase decision.
In a low involvement purchase, the problem recognition stage is often triggered by a stimulus or a need that arises in the consumer’s daily life.
For example, a consumer may notice that their toothpaste tube is running low, which triggers the need to purchase a new toothpaste.
Since the purchase decision is low involvement, the consumer may not invest much time or effort in searching for information or evaluating different options.
They may simply rely on past experiences or habits to make the purchase decision.
In contrast, in a high involvement purchase, the problem recognition stage is often more complex and involves a more significant level of consumer involvement.
High involvement purchases are typically expensive, complex, and have a high perceived risk. MMPM 001 Solved Free Assignment 2023
As a result, the consumer is more motivated to invest time and effort in searching for information, evaluating different options, and making an informed decision.
For example, a consumer may recognize a need for a new car, but may spend months researching different models, features, and prices before making a purchase decision.
Marketers can benefit from these variations in problem recognition stage by tailoring their marketing strategies to the level of consumer involvement in the purchase decision.
In low involvement purchases, marketers can focus on creating brand awareness and brand loyalty by using eye-catching packaging, attractive pricing, and effective promotions.
By creating a positive brand image and positioning their product as a reliable and convenient solution, marketers can encourage consumers to make the purchase decision without investing much time or effort.
In contrast, in high involvement purchases, marketers can benefit from providing consumers with detailed information, expert opinions, and personalized recommendations. MMPM 001 Solved Free Assignment 2023
By using targeted advertising, online reviews, and social media influencers, marketers can provide consumers with the information and resources they need to make an informed decision.
Marketers can also benefit from emphasizing the unique features and benefits of their product, such as advanced technology, superior quality, or exceptional service.
Moreover, marketers can also benefit from understanding the factors that influence problem recognition in low involvement and high involvement purchases.
In low involvement purchases, marketers can benefit from creating a sense of urgency by offering limited-time promotions, discounts, or special deals.
By creating a sense of scarcity, marketers can motivate consumers to make a purchase decision quickly.MMPM 001 Solved Free Assignment 2023
In contrast, in high involvement purchases, marketers can benefit from understanding the factors that trigger problem recognition, such as changes in personal circumstances, trends in the market, or new product innovations.
By anticipating these triggers and providing consumers with relevant and timely information, marketers can position their product as the best solution to the consumer’s problem or need.
Another way in which marketers can benefit from variations in problem recognition stage is by understanding the role of social and cultural influences. In low involvement purchases, social and cultural influences may play a more significant role in triggering problem recognition. MMPM 001 Solved Free Assignment 2023
For example, a consumer may be motivated to purchase a particular brand of soda because their friends or family members prefer that brand.
Marketers can leverage these social and cultural influences by using celebrity endorsements, social media influencers, and other tactics to create a sense of social proof and influence consumer behavior.
Furthermore, marketers can also benefit from understanding the role of emotional factors in problem recognition.
In both low involvement and high involvement purchases, emotional factors such as fear, excitement, or desire can trigger problem recognition.
Marketers can leverage these emotional factors by using creative and engaging advertising, storytelling, and other tactics to create an emotional connection with the consumer.
By appealing to the consumer’s emotions, marketers can create a sense of urgency and influence consumer behavior.
In addition, marketers can also benefit from understanding the role of cognitive biases in problem recognition. MMPM 001 Solved Free Assignment 2023
Cognitive biases are systematic errors in thinking that can influence consumer behavior.
For example, the confirmation bias may lead consumers to seek out information that confirms their existing beliefs or preferences, while ignoring contradictory information.
Marketers can benefit from understanding these cognitive biases and using them to their advantage.
By providing consumers with information and messaging that aligns with their existing beliefs or preferences, marketers can influence consumer behavior and encourage them to make a purchase decision.
Overall, the problem recognition stage is a critical stage in the consumer decision-making process that varies between low involvement and high involvement purchases. MMPM 001 Solved Free Assignment 2023
Marketers can benefit from understanding these variations and tailoring their marketing strategies to the level of consumer involvement, social and cultural influences, emotional factors, and cognitive biases.
By understanding the consumer’s needs, motivations, and behavior, marketers can develop effective marketing strategies that encourage consumers to make a purchase decision.
Q 5. Write short notes on following
a. Theories of Learning
Ans. Learning refers to the process of acquiring new knowledge, skills, behaviors, and attitudes through experiences, observation, and instruction.
There are several theories of learning that explain how people learn and the factors that influence learning. MMPM 001 Solved Free Assignment 2023
In this answer, we will discuss three major theories of learning: behaviorism, cognitive constructivism, and social constructivism.
Behaviorism:
Behaviorism is a theory of learning that focuses on observable behavior and emphasizes the role of external stimuli and consequences in shaping behavior.
According to behaviorism, learning occurs through the process of conditioning, which involves the association between a stimulus and a response.
There are two types of conditioning: classical and operant.
Classical conditioning involves the association between a neutral stimulus and a response that naturally occurs to another stimulus, while operant conditioning involves the association between a behavior and its consequences.
The behavior is either reinforced or punished based on the consequences that follow. Behaviorism has been criticized for its oversimplification of human behavior and its neglect of cognitive processes.
Cognitive Constructivism:MMPM 001 Solved Free Assignment 2023
Cognitive constructivism is a theory of learning that emphasizes the role of internal mental processes in learning.
According to cognitive constructivism, learning occurs when individuals actively construct knowledge and meaning through the process of assimilation and accommodation.
Assimilation involves the incorporation of new information into existing knowledge structures, while accommodation involves the modification of existing knowledge structures to fit new information.
Cognitive constructivism emphasizes the importance of metacognition, or the awareness and control of one’s own thinking processes, in learning.
Cognitive constructivism has been criticized for its focus on individual learning and neglect of social factors that influence learning.
Social Constructivism:MMPM 001 Solved Free Assignment 2023
Social constructivism is a theory of learning that emphasizes the role of social interaction and collaboration in learning.
According to social constructivism, learning occurs through the process of joint construction of knowledge between individuals who share common goals and tasks.
Social constructivism emphasizes the importance of the socio-cultural context in which learning occurs, including language, norms, and values.
Social constructivism also emphasizes the importance of scaffolding, or the support provided by more knowledgeable others, in facilitating learning.
Social constructivism has been criticized for its neglect of individual differences and its focus on group learning.
b. Family life cycle concept
(b.) The family life cycle concept is a framework that describes the various stages of development that a family typically goes through over time.
This concept is useful for understanding the changes that occur in families as they progress through different stages, and for identifying the tasks and challenges that families face at each stage.MMPM 001 Solved Free Assignment 2023
The family life cycle is typically divided into six stages:
Beginning stage: This stage involves the formation of a new family, either through marriage or the birth of a child.
The focus of this stage is on establishing a strong bond between family members and adapting to new roles and responsibilities.
Childbearing stage: This stage involves the birth and early childhood of one or more children.
The focus of this stage is on meeting the physical, emotional, and developmental needs of children, while also managing the stress and challenges that come with raising a family.
Preschool stage: This stage involves the period between the ages of 2 and 5, when children begin to develop their own personalities and social skills.
The focus of this stage is on providing a nurturing and supportive environment that encourages the healthy development of children.
School age stage: This stage involves the period between the ages of 6 and 12, when children begin to interact more with peers and become more independent.
The focus of this stage is on supporting children’s academic and social development, while also maintaining a strong family bond.
Adolescent stage: This stage involves the period between the ages of 13 and 19, when children begin to assert their independence and develop their own identity.
The focus of this stage is on providing guidance and support as children navigate the challenges of adolescence, such as peer pressure, relationships, and academic achievement.MMPM 001 Solved Free Assignment 2023
Launching stage: This stage involves the period when children leave the family home to pursue education, work, or other opportunities.
The focus of this stage is on maintaining strong family relationships and adapting to the changes that occur as children become independent adults.
The family life cycle concept is useful for understanding the various tasks and challenges that families face at different stages of development, and for identifying the resources and support that families need to successfully navigate these stages.
By recognizing the unique needs of each stage, families can develop strategies and resources that help them maintain a strong family bond and promote the healthy development of all family members.
MMPM 001 Assignment Question Pdf
c. Routes of Non-Store Buying
Ans (c) Non-store buying refers to purchasing goods or services without physically visiting a store or retail outlet. MMPM 001 Solved Free Assignment 2023
There are several routes of non-store buying that have become increasingly popular in recent years, including:
Online shopping: With the growth of the internet, online shopping has become one of the most popular routes of non-store buying.
Consumers can purchase products from online retailers, auction sites, or even directly from manufacturers through their websites.
Mobile shopping: Mobile devices such as smartphones and tablets have made it easier for consumers to shop on the go.
Mobile shopping allows consumers to browse products, compare prices, and make purchases from anywhere with an internet connection.
Direct mail: Direct mail involves receiving catalogs, brochures, or other marketing materials by mail and placing orders through mail, phone, or online.
Direct mail marketing is often used by companies to reach new customers or promote special offers.MMPM 001 Solved Free Assignment 2023
Television shopping: Television shopping channels allow consumers to watch live product demonstrations and make purchases by phone or online.
Television shopping is particularly popular for products such as home appliances, jewelry, and beauty products.
Social media shopping: Social media platforms such as Facebook, Instagram, and Pinterest are increasingly being used as shopping channels.
Brands and retailers can showcase their products and make them available for purchase through social media ads or direct links to their websites.
Subscription services: Subscription services offer consumers a regular supply of products for a fixed price. Examples include monthly subscription boxes for beauty products, snacks, or even pet supplies.
Each of these routes of non-store buying has its own unique benefits and challenges for consumers and marketers. MMPM 001 Solved Free Assignment 2023
For consumers, non-store buying can offer convenience, greater product selection, and the ability to compare prices easily.
For marketers, non-store buying can offer cost savings, wider reach, and greater flexibility in targeting specific customer segments.
However, non-store buying can also present challenges such as the inability to see or touch products before purchasing, longer delivery times, and the risk of fraud or identity theft.
MMPH 002 Solved Free Assignment 2023
MMPH 007 Solved Free Assignment 2023