ICMIND – Consumer Behaviour – Would law of diminishing marginal utility apply to movie watching? Will this affect the growth rate of multiplexes? Or can it be seen a cause

Would law of diminishing marginal

Consumer Behaviour



Q1. What lessons can you draw from the above case regarding consumer behaviour?

Q2. Do you think change in consumer perception in middle class has been instrumental in emergence of multiplexes? What can be other reasons?

Q3. Observe Table 1. Which of the groups, according to you, would have demand for multiplexes?

Q4. Would law of diminishing marginal utility apply to movie watching? Will this affect the growth rate of multiplexes? Or can it be seen a cause for establishment of multiplexes? Give  argument in support for your contention.

Q5. Can multiplexes use the concept of consumer surplus for attracting more consumers? How?

Q6. What does the purchase of a product like Nike mean to Sunder Singh?

Q7. What does the story say about our society and the impact of marketing on consumer behaviour?

Q8. In what ways is Toyota’s new-product development system designed to serve customers?

Q9. In what ways is Toyota’s manufacturing system designed to serve customers?

Q10. How does Toyota personalize its cars and trucks to meet individual consumer needs?

Q11. Consider the e-mail campaigns discussed in the case. Why do you think these campaigns were successful? Discuss the attention processes that were at work. Do you see any potential drawbacks to this type of marketing?

Q12. During the 2000 Super Bowl, ABC invited viewers to visit its Enhanced TV website. Fans could play trivia, see replays, participate in polls and chat rooms, and view player statistics. The site received an estimated 1 million hits. Why? Frame your answer in terms of exposure, attention, and comprehension.

Q13. Think about your own Web surfing patterns. Write down the reasons you visit sites. Which of the marketing strategies discussed in the case do you find most (and least) influential?

Q14. What behaviors are involved in online grocery shopping? How does online shopping compare with traditional shopping in terms of behavioral effort?



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