Consumer Behavior

Topics: Marketing, Lower middle class, Middle class Pages: 1 (288 words) Published: July 20, 2013
1. CASE – I
Sunder Singh

Q.1.What does the purchase of a product like Nike mean to Sunder Singh? Answer:
Nike is the number one global sports brand in the world. Its famous ‘swoosh’ is instantly recognizable. For youth Nike is a fashion brand. Sunder Singh, a 32 years single man without family and cheated by his girl friend; currently a newspaper seller after losing his best & hours shift job with 2 employer proves that he belongs to economically lower middle class. Buying from own saving a second hand Nike shoes from flea market shows he loves to have a fashion like an upper economy class consumers. For him Nike means a fashionable icon. Sunder Singh virtually belongs to “believers” of VALS approach to psychographics segmentation.

Q.2.What does the story say about our society and the impact of marketing on consumer behavior? Answer:
| The story says the following about the society:- a. Negative nature of sunder girl friend who marries with other without caring him and leaving him in destitute. b. The positive ethical nature of young man who helps Sunder Singh in getting a livelihood. c. The effects of ditching on Sunder Singh by his depression and come back to live a normal respectful life. d. The impact of marketing on consumer behavior is listed below:- e. Consumers are now in a way of adapting to modern culture. f. Marketing raises the ‘hedonic’ needs of consumer by making them aware of available products and services in market. g. Change in motivational intensity. h. Arousal in motivation of consumer behavior. i. Influencing consumers’ personality. j. Affecting of change on Brand Personality k. Modifying the consumer attitudes, etc. |


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