IGNOU MNM 22 SOLVED ASSIGNMENT

Included:

MNM 22 2025 - English

MNM022             Consumer Behaviour

Course Code: MNM-022

Assignment: 02

Due Date: March 31, 2025-Jan cycle & Sept.30, 2025 July cycle

Assignment Code: MNM-022/Jan/July 2025

Total Marks: 100

Weightage: 30% weightage in the final result

Note: Answer all the questions.

Each Question carries equal marks. (20 each

Write each answer in about 500 words

Try to include real life examples from around you, in your answers.

Questions:

Question.1 Application of Consumer Behaviour Models

Combine concepts from Unit 1 (Nature and Scope) and Unit 3 (Models of Consumer Behaviour) to analyze the purchase journey of a consumer buying a high-value product (e.g., a car or smartphone). Map the decision-making process using relevant consumer behavior models.

Question.2 Personality and Motivation in Buying Decisions

With references to Unit 5 (Personality and Self-Concept) and Unit 8 (Motivation and Involvement), conduct a case study of two individuals with contrasting personalities. Analyze how their motivations differ when purchasing a similar product.

Question.4 Role of Marketing Communication in the Buying Journey

Integrating insights from Unit 14 (Information Processing) and Unit 15 (Alternative Evaluation), evaluate the effectiveness of a recent Indian digital campaign (e.g., Swiggy or Zomato) in guiding customers through the buying process.

Question.5 Consumer Behaviour Strategy for a New Market

Based on Units 4 (Organizational Buying) and Unit 15, design a communication strategy for a small business entering a new market segment. Highlight how understanding individual and group influences aids in crafting effective messages.

MNM 22 2026 - English

MNM022 Consumer Behaviour

Course Code:

Assignment:

MNM-022

Two Dates:

02

Assignment Code:

March 31, 2026-Jan cycle & Sept.30, 2026-July cycle

MNM-022/Jan/July 2026

Total Marks:

100

Weightage:

30% weightage in the final result

Note: Answer all the questions.

Each Question carries equal marks. (20 each

Write each answer in about 500 words

Try to include real life examples from around you, in your answers.

Questions:

Question 1

The rapid rise of quick-commerce platforms such as Blinkit, Zepto, and Swiggy Instamart has changed everyday buying behaviour in urban India.

Analyse how consumer needs, motivation, involvement, and lifestyle factors influence the adoption of quick-commerce services.

(Relevant Units: Unit 1 - Consumer Behaviour; Unit 2 - Lifestyle Marketing; Unit 8 - Motivation & Involvement)

Question 2

Influencer-led consumption has become a dominant trend on platforms such as Instagram and YouTube, especially in categories like fashion, beauty, gadgets, and food.

Select any one influencer-driven campaign or product trend and analyse how perception, learning, memory, and attitude formation shape consumer response.

(Relevant Units: Unit 6 - Perception & Attitude; Unit 7 - Learning & Memory; Unit 9 - Online & Digital Influences)

Question 3

Indian households increasingly display conflicting consumption behaviour, such as spending heavily on weddings or festivals while simultaneously seeking discounts through sales and cashbacks.

Analyse this behaviour using concepts of cultural influence, reference groups,

family roles, and social class.

(Relevant Units: Unit 10 - Reference Groups; Unit 11 - Family Buying Roles; Unit 12 - Cultural & Sub-cultural Influences)

Question 4

The growing popularity of electric vehicles (EVs) in India has involved significant consumer hesitation, comparison, and post-purchase discussion. Analyse the consumer buying process for EVs by examining problem recognition, information search, evaluation of alternatives, and post-purchase behaviour.

(Relevant Units: Unit 13 - Problem Recognition; Unit 14 - Information Processing; Unit 15 - Alternative Evaluation; Unit 16 - Post-purchase Behaviour)

Question 5

During major online sales events (such as Amazon Great Indian Festival or Flipkart Big Billion Days), consumers often make impulsive or regret-based purchases.

Analyse this behaviour by linking individual psychological factors and situational influences, and discuss how marketers design communication to trigger such buying decisions.

(Relevant Units: Unit 5 - Personality & Self Concept; Unit 6 - Perception; Unit 16 - Purchase & Post-purchase Behaviour)

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