NMIMS SOLVED ASSIGNMENTS

CONSUMER BEHAVIOUR SEPTEMBER 2019 SOLVED ASSIGNMENT NMIMS UNIQUE ASSIGNMENTS

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Consumer Behaviour

CONSUMER BEHAVIOUR SEPTEMBER 2019 SOLVED
ASSIGNMENT
NMIMS MBA ASSIGNMENTS
NMIMS UNIQUE ASSIGNMENTS

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)