Consumer Behavior, Market Segmentation and Product Differentiation: Questions

Topics: Marketing, Product differentiation, Market segmentation Pages: 2 (325 words) Published: August 25, 2013



A.D.B.A Examination


Total Marks: 100

Section A – (5 x 15 = 75 marks)

Answer any FIVE of the following

1. What is consumer Behavior? Explain briefly the various factors influencing consumer behavior taking example of any consumer durable of your choice?

2. Distinguish between Market Segmentation and Product Differentiation? Describe the bases that you will use in segmenting the market for the following products:

a) Hair dryer

b) Low calorie sweetener

3. Write notes on:-

a) Marketing Research as a toll of decision making

b) Functions of Packaging

c) Stages in new product development

d) Product Life Cycle

4) Explain the following:

a) The buyer – decision process for new products?

b) Different types of purchase Decision Behavior?

5) Write an essay on marketing communication?

6) Describe various consumer behavior models?

Section B (1x25 = 25 marks)


Read carefully the following case and answer the questions given at the end. Watches are a category which has stiff competition in the present day context. Titan, the market leader, has offerings for various market segments. Pricing and positioning strategies play an important role in appealing to the respective target segment. Titan has Insignia, Classique and Sonata as some of its brands. It also has Fast rack priced between Rs. 900 and Rs. 1,500. One of the problems facing a watch marketer is the problem of cannibalisation across price points. Timex introduced Basics (Rs. 450) at the lowest end. Timex's Vista, Aquaria and Lextra contribute to almost three fourths of Timex's sales (These brands start from Rs. 500 onwards). It is very likely that sub-brands of the brand may cannibalize each other. Titan's Sonata and Classique...
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