Question 1

What are the product and service categories where you and your family members now do online buying more often than you do in store buying? What are the major drivers of such behaviours?

Accepted Answer

The digital revolution has profoundly reshaped consumer buying patterns, leading many individuals and families, including my own, to increasingly favour online channels over traditional in-store shopping. This shift is particularly evident across a range of product and service categories, driven by a confluence of psychological, personal, and environmental factors as discussed in MMPM-001 – Consumer Behaviour.

My family and I now do online buying more often than in-store buying for several key

Question 2

Compare and contrast the real versus the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase.

Accepted Answer

In consumer behaviour, an individual's self-concept plays a pivotal role in influencing purchasing decisions. This self-concept is a composite of thoughts and feelings about oneself, generally divided into two key components: the real self and the ideal self. Understanding these distinct facets is crucial for marketers aiming to align products and promotional strategies with consumer identity.

**The Real Self (Actual Self-Image)**

The real self, also known as the actual self-image, refers to

Question 3

Critically analyse the Maslow's hierarchy of needs theory. What are its major limitations?

Accepted Answer

Maslow's Hierarchy of Needs theory, as a foundational concept in consumer behavior, provides a framework for understanding human motivation based on a five-tier model of innate human needs. Developed by Abraham Maslow, it suggests that individuals are motivated to fulfill basic needs before progressing to other, more advanced needs. In the context of consumer behavior, this theory helps marketers understand what drives consumers to purchase certain products and services.

The hierarchy is typic

Question 4

What purchase decision process would occur for a family in the purchase of furniture? Think of your own family. Which individuals in your family have the roles of gatekeeper, influencer, decider, buyer, and user? To what extent do these roles change across different product categories?

Accepted Answer

The purchase of furniture by a family typically involves a comprehensive and high-involvement decision-making process, often aligning with the 'Complex Buying Behavior' model outlined in consumer behaviour studies, such as those found in MMPM-001. This process is characterized by significant perceived differences between brands and a high level of consumer involvement due to the product's cost, durability, and impact on living space.

### Purchase Decision Process for Furniture

The family's jo

Question 5

How does the problem recognition stage vary between a low involvement and a high involvement purchase? How can the marketers benefit from these variations?

Accepted Answer

The problem recognition stage, which initiates the consumer decision-making process, is fundamentally the perception of a discrepancy between a consumer's actual state and their desired state. This discrepancy triggers a need or want that motivates action. The nature and intensity of this stage vary significantly between low involvement and high involvement purchases, impacting how marketers can effectively intervene.

In **low involvement purchases**, problem recognition is typically routine an

MMPM-001 Solved Assignment — January 2026 / July 2025

CONSUMER BEHAVIOUR | IGNOU Master of Business Administration (MBA)

MMPM-001—January 2026 / July 2025

CONSUMER BEHAVIOUR

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MMPM-001 Assignment Questions — January 2026

Q1. What are the product and service categories where you and your family members now do online buying more often than you do in store buying? What are the major drivers of such behaviours?

Q2. Compare and contrast the real versus the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase.

Q3. Critically analyse the Maslow's hierarchy of needs theory. What are its major limitations?

Q4. What purchase decision process would occur for a family in the purchase of furniture? Think of your own family. Which individuals in your family have the roles of gatekeeper, influencer, decider, buyer, and user? To what extent do these roles change across different product categories?

Q5. How does the problem recognition stage vary between a low involvement and a high involvement purchase? How can the marketers benefit from these variations?