NMIMS
Global Access
School
for Continuing Education (NGA-SCE)
Course:
Consumer Behaviour
Internal
Assignment Applicable for September 2019 Examination
1. Parachute is known for its
range of coconut-based hair products, manufactured by Marico. While their
flagship product is their Parachute coconut hair oil, over the years they have
extended the brand to make Parachute Advansed Oil for specialized hair care
needs and Parachute Advansed Body Lotion for skin care needs. What is Stimulus Generalization? How has Parachute
generalized the stimulus of “goodness of coconut” into its brand extensions? (10
Marks)
2. Consider you are in the
market for a luxury watch. Enumerate the steps in this purchase using the
Consumer Decision Making Model: Input, Process, and Output. (10 Marks)
3. a) Explain the different
adopter categories in the Innovation adoption process, taking the example of
any innovative product of your choice. (5 Marks)
3. b) What are membership
groups and symbolic groups? Discuss 1 membership group and 1 symbolic group
from your life. (5 Marks)
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