NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Consumer Behaviour
Internal Assignment Applicable for December 2024 Examination.
Assignment Marks: 30
Instructions:
ï‚· All Questions carry equal marks.
ï‚· All Questions are compulsory
ï‚· All answers to be explained in not more than 1000 words for question 1 and 2 and for question
3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far
as possible.
ï‚· All answers to be written individually. Discussion and group work is not advisable.
ï‚· Students are free to refer to any books/reference material/website/internet for attempting
their assignments, but are not allowed to copy the matter as it is from the source of reference.
ï‚· Students should write the assignment in their own words. Copying of assignments from other
students is not allowed.
ï‚· Students should follow the following parameter for answering the assignment questions.
1. Explain Motivation in Consumer Purchases. Taking Sony and Bose as examples of a
Home Theatre System explain how what are the Rational and Emotional Motives for
purchasing SONY or BOSE Home Theatre System. (10 Marks)
2. You want to purchase a washing machine. With reference to this explain what is Total
Set, Awareness Set, Consideration Set, Choice Set before making the final choice of
the washing machine that you and your family desire to have/ own and use.
(10 Marks)
3. Answer the following:
a. What is acculturation? Give 5 product or services that the Indian consumer has adopted
for their regular consumption as a result of Acculturation. (5 Marks)
b. Fear and Optimism / Positivity drive consumer behaviour. Give 2 examples for fear and
2 examples of optimism / positivity has been used to drive customers to either buy
certain products or stop them from buying certain products / services. (5 Marks)
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