IGNOU BRL-111 Assignment 2026-27
Retail Consumer Behaviour
Last updated by IGNOU: 07 Aug 2026. Guide written from the official PDF on 23 Oct 2026, 04:11 am.
| Course code | BRL-111 |
|---|---|
| Course title | Retail Consumer Behaviour |
| Programme | Bachelor of Business Administration in Retailing (BBARIL)BBARIL |
| School | School of Management Studies |
| Assignment code | BRL-111/TMA/2026-27 |
| Session |
About the BRL-111 assignment
The BRL-111 assignment covers all blocks of Retail Consumer Behaviour in the fifth semester of BBARIL. Topics include buying decisions, customer loyalty, post-purchase satisfaction, social media, AI-based marketing, customer analysis, store layout, online reviews, impulse buying and retail ethics.
The tutor-marked assignment has two sections, and every question is compulsory. Section A contains seven short-type questions worth 10 marks each. Section B contains two essay-type questions worth 15 marks each, with Question 9 split into parts worth 8 and 7 marks. The total is 100 marks, with a 30% weightage in the final assessment.
What the assignment asks
| Question | Marks | Topic |
|---|---|---|
| Q1 | 10 | Describe the stages of retail purchasing and explain the consumer buying cycle. |
| Q2 | 10 | Explain how product quality and pricing can create obstacles to customer loyalty. |
| Q3 | 10 | Explain the importance of post-purchase evaluation and satisfaction in retail shopping. |
| Q4 | 10 | Discuss retailers' growing use of social media to market products and services. |
| Q5 | 10 | Explain how retailers can apply AI and machine learning to customer segmentation and personalised marketing. |
| Q6 | 10 | Compare RFM analysis with Customer Lifetime Value and discuss their use in targeting prospective customers. |
| Q7 | 10 | Examine how store layout affects shoppers' movement, product discovery and purchasing decisions. |
| Q8 | 15 | Discuss how favourable and unfavourable online reviews and ratings affect consumer perceptions, trust, purchase intentions and brand loyalty, using examples. |
| Q9 (a) |
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