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Consumer Behavior
1.
You are the brand
manager of a new line of light weight autofocus, economically priced digital
cameras. Describe how an understanding of consumer behavior will help you in
your segmentation strategy and promotion strategy. What are the consumer behavior
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 generalization to
market these products ? Can instrumental conditioning also be applied in this
marketing situation ? How ?
3.
You have been asked
to advise a means wear apparel manufacturer, to help them suitably segment
their market and identify the most appropriate target segment. The company
manufactures both formal and casual wear, and has a stylish, up market range.
You want or to apply the VALSII typology to help them identify the target
segments. Explain how would you utilize this approach and which segments would
be the most appropriate for this manufacturer ?
4.
Discuss the
components of an attitude. Taking the example of a consumer enable purchase
decision, explain what functions do attitudes play in consumer decision making.
5.
How as a marketer
of home appliances, would you use the knowledge of post purchase evaluation by
consumer, to ensure that your consumers do not experience any dissonance ? Describe the response strategies you will
follow
6.
“Consumers are always right, but not always” -
Agree (or) Disagree, Support your arguments with and examples
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What
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in
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your
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view are
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the
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consumer behavior variables
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that
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the
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Company should
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study
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before
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rolling
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out its detailed marketing
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effort
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?
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(b)Do
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you
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agree
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with
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the
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company's identification
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of the
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college
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going
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students as
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the
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most
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attractive
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segment?
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If the reference was
specifically
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to the Indian market,
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which other
segment would you suggest as being attractive for
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the company.
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(c)Advise the company about
appropriate
promotional appeals to use for the product for the
target segment of college student.
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