MARKS: 80 COURSE: EMBA SUBJECT: CONSUMER BEHAVIORE N.B: 1} Attempt all the questions 2} All Questions Carries Equal Marks Name: Varsha Vasantrao Sawalkar Ref. No: KP00610-20407 ____________________________________________________________
_______________________ SECTION A ( Each question carried 12 Marks ) 1. You are the brand manager of a new line of light weight autofocus, economically priced digital cameras. Describe how an understanding of consumer behaviour will help you in your segmentation strategy and promotion strategy. What are the consumer behaviour variables that are crucial to your understanding of this market ? 2. Gillette, an established market leader in shaving products, is planning a foray into skin care products for men. How can the company use stimulus generalisation to market these products ? Can instrumental conditioning also be applied in this marketing situation ? How ? 3. Which of the stages of the family life cycle would constitute the most lucrative segment/segments for the following products and services? (a) Domino's pizza (b) Mobile telephones (c) Mutual funds Justify your answer. 4. What do you understand by extensive problem solving, limited problem solving and routinised response behaviour ? What kind of decision process can you expect in the following cases and why ? (a) Purchase of a greeting card for a close friend. (b) Purchase of an after shave lotion/moisturiser. 5. Write short notes on any tree of the following : (a) Factors likely to increase prepurchase search for information (b) Economic model of buyer behavior (c) Howard Sheth Model (d) Post purchase dissonance (e) Trait theory of personality
SECTION B Read the case study given below and answer the question at the end of the case. A PRODUCT FAILURE AT SATURN
Saturn is attempting to create committed customers. Saturn, a division of General Motors, advertises around the theme : A different kind of company. A...