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 – Consum

Accepted Answer

The rapid ascent of quick-commerce platforms such as Blinkit, Zepto, and Swiggy Instamart in urban India reflects a significant shift in consumer buying behaviour, primarily influenced by evolving needs, motivations, involvement levels, and lifestyle factors. These platforms cater to the demanding pace of modern urban life, offering unparalleled speed and convenience.

Quick-commerce directly addresses fundamental consumer needs, most notably physiological needs (Unit 8) by providing immediate a

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 c

Accepted Answer

Influencer-led consumption has transformed consumer behaviour, particularly in categories like beauty. We will analyse a beauty influencer's campaign promoting a new 'clean beauty' skincare serum, examining how perception, learning, memory, and attitude formation shape consumer response.

**Campaign Example:** A prominent beauty influencer with a large following on Instagram and YouTube launches a series of posts and videos showcasing a new 'clean beauty' vitamin C serum, emphasizing its natura

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 clas

Accepted Answer

Indian households often exhibit a seemingly contradictory consumption pattern, characterized by lavish spending on significant social events like weddings and festivals, juxtaposed with a keen inclination towards seeking discounts, sales, and cashbacks for other purchases. This behaviour is a complex interplay of various socio-cultural and economic factors, meticulously analyzed through the lens of cultural influence, reference groups, family roles, and social class, as discussed in MNM-022.

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

Accepted Answer

The growing popularity of Electric Vehicles (EVs) in India highlights a distinct consumer buying process, characterized by significant deliberation due to the product's novelty, cost, and technological implications. This process can be effectively analyzed through the stages of problem recognition, information search, evaluation of alternatives, and post-purchase behaviour, as discussed in consumer behaviour theories.

**Problem Recognition (Unit 13)**

Problem recognition for EVs typically beg

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 communicatio

Accepted Answer

Major online sales events like the Amazon Great Indian Festival often trigger impulsive and sometimes regret-based purchases by leveraging a combination of individual psychological factors and potent situational influences. Marketers strategically design their communication to activate these consumer tendencies, leading to immediate buying decisions that may later cause cognitive dissonance.

Individual psychological factors play a significant role. As explored in Unit 5 (Personality & Self-Conc

MNM-022 Solved Assignment — January 2026 / July 2026

Consumer Behaviour | IGNOU POST GRADUATE DIPLOMA IN ADVERTISING AND INTEGRATED COMMUNICATIONS (PGDAIC)

MNM-022—January 2026 / July 2026

Consumer Behaviour

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MNM-022 Assignment Questions — January 2026