Consumers are always right,
Consumer behaviour 1
Q1. 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 ?
Q2. 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 ?
Q3. 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 ?
Q4. 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.
Q5. 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
Q6. “Consumers are always right, but not always” – Agree (or) Disagree, Support your arguments with and examples
Q7. What in your view are the consumer behaviour variables that the company should study before rolling out its detailed marketing effort?
Q8. Do you agree with company’s identification of the college going students as the most attractive segment?If the reference was specifically to the indian market ,for which other segment would you suggest as being attractive to the company?
Q9. Advise the company about appropriate promotional appeals to use for the product for the target segment of college student.
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