NMIMS Global Access

 School for Continuing Education (NGA-SCE)

Course: Consumer Behaviour

Internal Assignment Applicable for April 2020 Examination

Assignment Marks: 30

1. Advertisers today face a challenge of “sensory adaptation”. It has become increasingly difficult to get the attention of and impress consumers. In terms of consumer perception, what is the relationship between sensory adaptation and absolute threshold? Name 3 ways in which marketers are overcoming the challenge of sensory adaptation. (10 Marks)

2. Pooja is a stationery enthusiast. She loves collecting antique fountain pens, limited edition notebooks, state-of-the-art mechanical pencils, post-it notes in rare shapes, etc. She has an extensive collection of stationery which she has proudly built over many years. What is Fixated Consumption and Compulsive Consumption? What are the characteristics of a fixated consumer and a compulsive consumer? Which of the 2 behaviors is Pooja exhibiting? (10 Marks)

3. a. Using an example, explain the 4 elements of Consumer Learning. (5 Marks)

3. b. Gifting is an interesting aspect of Consumer Behaviour because gifts represent more than ordinary purchases. They are associated with important and special events (e.g., Mother’s Day, birthdays, engagements, weddings, etc.) What are the different types of Gifting behaviors consumers may exhibit? (5 Marks)