CONSUMER BEHAVIOUR — Summer 2021

Objective Questions How consumers would like others to see them, is A. Actual Self-Image B. Social Self-Image 1. C. Ideal Self-Image D. Ideal Social Self-Image Alady sees a dress at a shop and can’t resist herself to buy that one, is an example of: 2. A. Addiction B. Compulsive Consumption C. Desire D None Consumers who prefer images over words/texts are 3. A. Verbalizers B. Innovative C. Visualizers D. Creative Process of learning other culture is 4. A. Acculturation B. Enculturation C. Consumer Behaviour D. None of these In, ____________ sampling, the respondents are selected on the basis of researcher’s judgement or decision. 5. A. Probability Sampling B. Consumer research C. Motivational research D. Non-probability sampling Perception of the stimulus without awareness or consciousness is: 6. A. Hidden perception B. Motivation C. Subliminal perception D. None of theses

Explain following with examples 1. Targeting 2. Recency effect in advertising 3. The utilitarian function 4. Trialability

How do marketers overcome Post-purchase dissonance of consumers?

Define personality. Discuss any three personality traits with relevant examples.

Select a Product and a hypothetical brand of your choice. Decide segmentation, targeting and positioning strategies for the same.

How can marketers utilize principles of perceptual organization in their promotions?

Amanufacturer of fat-free chocolates is considering to target school-age children by positioning its product as a healthy, nutritious snack food.07 How can the three forms of cultural learning be used in developing marketing strategies?

Explain children’s influence and role in family decision making.

What is consumer learning? Explain the concept of observational learning in Indian context.

Explain Maslow’s hierarchy of needs with suitable examples.

Discuss any two advertising appeals used by marketers with suitable examples.

How technology enhances the exchange between marketers and consumers?

Explain the Tri-component attitude model with appropriate example.

07

The popular brand of soups has entered Indian market. In order to understand Indian consumers’ attitude and preferences towards soups, it has hired a marketing research agency. On behalf of the research agency,07 prepare the questionnaire, that would help the brand in understanding Indian consumers (Use likert scale and semantic differential scale for the questionnaire).

CASE STUDY Tudor Fashions Tudor Fashions is a 4-decade company. Its two major product lines are footwear and ready-to-wear garments. It was nearly 10 a.m. and the company’s CEO, Prashant Gupta, decided to take a walk in the Connaught Place area to observe people in general and office goers in particular, before going to his office on Barakhamba Road. His idea was2 to have a first hand feeling of consumer response to the Tudor shoes and observe in general the footwear habit of urban Indians. He parked his car and walked purposefully. Tudor shoes were positioned as simple, no fuss yet elegant shoes particularly targeted at office goers. The shoes had a reputation of being comfortable and reasonably priced and had a good market share despite competition from Bata, Windsor, Lee Cooper, Woodland and Liberty etc. Prashant looked keenly at the moving feet of hurryinh office goers. His trained eyes could notice the changing scenario. Asignificantly large number of office goers no longer seemed to have any preference for “no fuss” shoes. There was a very distinct shift in preference for heavy looking bold shoes. Consumers’ perceptions about the type of shoes appropriate for wearing to office were changing from regular six-hole laced shoes to these heavy looking bold shoes. As a result of this shift in consumer perceptions and preferences, the market share of Tudor shoes had declined by 10 percent within last two years. The trend was disturbing, and Prashant called a meeting og department heads. The outcome of the meeting was an agreement by all that perceptions, attitudes and preferences of Indian urban consumers had undergone a significant change about the work place and products. No longer they perceived the work place as dull and boring. Office was viewed as a part of everyday life where one can be reasonably relaxed and within limits “you can be yourself” attitude was OK. The heads agreed that consumer carry “price-quality” perception about most branded products, including shoes. High price is perceived as denoting high quality. It was decided to move away from “high quality- affordable price” and targeting the growing middle class consumers to a “high quality-high price” image. For the past four decades, Tudor Fashions were known for making popular and affordable shoes. After the meeting, company took a one eighty degree turn. They developed dedicated showrooms with premium prices shoes and other accessories such as leather bags, belts, purses anf T-shirts etc. The results were quite contrary to expectations and the decrease in market share continued despite the new efforts. The reason was that the consumers have carried the image of Tudor shoes as good quality in affordable range and this step of the Tudor has created confusion among3 consumers and they felt betrayed. They turned away to other brands. The main appeal for the consumer was missing. The premium brands were perceived to be in a category that catered to upper middle and upper class consumers. When consumers considered premium shoes, other brands came to recall, not the Tudor. Suggest an approach which in your view might have been successful in changing consumer perceptions and attitudes about Tudor shoes