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CONSUMER
BEHAVIOR
A) Explain
the characteristics organizational buyers? State the factors affecting the
same? Please explain the individual consumer buying behavior?
B)
Define and explain the following with respect to
consumer behavior. With examples
C) Relation
between Attitude, Belief and Behavior
D)
Please
explain:
1) Five
distinct stages in the buying decision process.
2) Personal factors affecting behavior
3) Buying
process
D) Explain
:
1) Actual
Vs Reference price.
2) Semiotics
3) Functions
of attitude
CONSUMER
BEHAVIOR
1.
What type of innovation would cold cereal be to a country not accustomed to
this type of food?
2.
Conduct an innovation analysis based for cold cereal in China
3.
What values are involved in the consumption of product such as breakfast
cereal?
4.
What values would support and what values would harm the chances of Kellogg
succeeding the cold cereal in the following countries? What other factors would
be important?
a. China
b. Mexico
c. Japan
d. France
5. What nonverbal communications factors
would be important in developing an advertising campaign for a cold cereal?
6.
Develop a marketing program to market one of Kellogg’s cold cereals in the
following countries.
a. China
b. Mexico
c. Japan
d. France
7. Why does Tony the Tiger “travel” so
well’?
8. Evaluate the communications process
Kellogg used to gain acceptance for All-Bran. Could a version of this work for
gaining acceptance of cold cereals in China?
Case – 2 (20 Marks)
1
Analyze the buying behavior of this organization with respect to your product.
1.
Discuss as to how the consumer behavior has evolved post 1950?
CONSUMER BEHAVIOR
CASE - 1
Questions
Discuss the various factor which
influences consumer behavior in china?
What should be the target market and
what can be the marketing strategy?
CASE - 2 (20 Marks)
Questions
Discuss as to how the consumer behavior
has evolved post 1950?
CASE - 3 (20 Marks)
Q1) With reference to case above ,define
the terms below, and justify how they influence consumer behavior?
Cultural and Cross-Cultural Influences
Subculture and Social Class
Reference Groups and Family
CASE-4 (20 Marks)
Questions
Matrimonial classified has moved from
newspaper to online service, how has the consumer behavior changed, what are
the factors which had influenced it?
CONSUMER
1. What’s up with our
fascination with bigness ? Is this a uniquely American preference ? Do you
believe that “bigger’s better ?” Is this a sound marketing strategy ?
2. What’s your take on this
issue ? How do you react when one of your favorite songs turns up in a
commercial ? Is this use of nostalgia an effective way to market a product ?
Why or why not ?
3. What’s your take on this ?
Are young people indeed returning to the value of their parents (or even their
grandparents) ? How have these changes influenced your perspective on marriage
and family ?
4. How was your experience –
how helpful was this mannequin ? When you shop for clothes online, would you
rather see how they look on a body with dimensions the same as yours, or on a
different body ? What advice can give Web site designers who are trying to
personalize theses shopping environments by creating life – like models to
guide you through the site ?
5. What do you think ? What is
and what should be the role of fashion in our society ? How important is it for
people to be in style ? What are the pros and cons of keeping up with the
latest fashions ? Do you believe that we are at the mercy of designers.
CONSUMER BEHAVIOR
No. 1
The slogan for the movie Godzilla was
“Size does matter.” Should this be the
slogan for America as well? Many
marketers seem to believe so. The
average serving size for a fountain drink has gone from 12 ounces to 20
ounces. An industry consultant explains
that the 32 – ounce Big Gulp is so popular because “people like something large
in their hands. The large the
better.” Hardee’s Monster Burger,
complete with two beef patties and five pieces of bacon, weighs in at 63 grams
of fat and more than 900 calories.
Clothes have ballooned as well: Kick wear makes women’s jeans with 40 –
inch diameter legs. The standard for TV
sets used to be 19 inches; now it’s 32 inches.
Hulking SUVs have replaced tiny sports cars as the status vehicle of the
new millennium. One consumer
psychologist theorizes that consuming big things is reassuring: “Large things
compensate for our vulnerability,” she says.
“It gives us insulation. The
feeling that we’re less likely to die.”
What’s up with our fascination with bigness? Is this a uniquely American preference? Do you believe that “bigger’s better?” Is this a sound marketing strategy?
NO. 2
Some die-hard fans were not pleased when
the Rolling Stones sold the tune “Start Me Up” for about $4 million to
Microsoft, which wanted the classic song to promote its windows 95 launch. The Beach Boys sold “Good Vibrations” to
Cadbury Schweppes for its Sunkist soft drink, Steppenwolf offered its “Born to
be Wild” to plug the Mercury Cougar, and even Bob Dylan sold “The Times They
Are A- Changin” to Coopers & Lybrand (now called price Waterhouse
Coopers). Other rock legends have
refused to play the commercial game, including Bruce Springsteen, the Grateful
Dead, Led Zeppelin, Fleetwood Mac, R.E.M. and U2. According to U2’s manager, “Rock’ n roll is
the last vestige of independence. It is
undignified to put that creative effort and hard work to the disposal of a soft
drink or beer or car.” Singer Neil Young
is especially adamant about not selling out; in his song “This Note’s for you,”
he croons, “Ain’t singing for Pepsi, ain’t singing for Coke, I don’t sing for
nobody, makes me look like a joke”.
What’s your take on this issue?
How do you react when one of your favorite songs turns up in a
commercial? Is this use of nostalgia an
effective way to market a product? Why
or why not?
NO. 3
Some market analysts see a shift in
values among young people. They claim
that this generation has not had a lot of stability in their lives. They are
fed up with superficial relationships, and are yearning for a return to
tradition. This change is reflected in
attitudes toward marriage and family.
One survey of 22 –24 year old women found that 82 percent thought motherhood
was the most important job in the world.
Brides’ magazine reports a swing toward traditional weddings – 80
percent of brides today are tossing their garters. Daddy walks 78 percent of them down the
aisle. So, what’s your take on this? Are young people indeed returning to the
value of their parents (or even their grandparents)? How have these changes influenced your
perspective on marriage and family?
NO. 4
Does sex sell? There’s certainly enough of it around,
whether in print ads, television commercials, or on Web sites. When Victoria’s Secret broadcast a provocative
fashion show of skimpy lingerie live on the Web (after advertising the show on
the Super Bowl) 1.5 million visitors checked out the site before it crashed due
to an excessive number of hits. Of
course, the retailer was taking a risk since by its own estimate 90 percent of
its sales are from women. Some of them
did not like this display of skin. One
customer said she did not feel comfortable watching the Super Bowl ad with her
boyfriend: “It’s not that I’m offended by it; it just makes me feel inferior”.
Perhaps the appropriate question is not
does sex sell, but should sex sell? What
are your feelings about the blatant use of sex to sell products? Do you think
this tactic works better when selling to men than to women? Does exposure to unbelievably attractive men
and women models only make the rest of us “normal” folks unhappy and insecure?
Under what conditions (if any) should sex be used as a marketing strategy?
NO. 5
New interactive tools are being
introduced that allow surfers on sites such as landsend.com to view apparel
product selections on virtual models in full, 360 – degree rotational
view. In some cases the viewer can
modify the bodies, face, skin coloring, and the hairstyles of these models. In others, the consumer can project his or
her own likeness into the space by scanning a photo into a “makeover”
program. Boo.com plans to offer – 3-D
pictures that can be rotated for close looks, even down to the stitching on a
sweater, as well as online mannequins that will incorporate photos of shoppers
and mimic voice patterns. Visit
landsend.com or another site that offers a personalized mannequin. Surf around.
Try on some clothes. How was your
experience – how helpful was this mannequin?
When you shop for clothes online, would you rather see how they look on
a body with dimensions the same as yours, or on a different body? What advice can give Web site designers who
are trying to personalize theses shopping environments by creating life – like
models to guide you through the site?
NO. 6
Religious symbolism increasingly is being
used in advertising, even though some people object to this practice. For example, a French Volkswagen ad for the
relaunch of the Golf showed a modern version of the Last Supper with the
tagline, “Let’s us rejoice, my friends, for a new Golf has been born.” A group of clergy in France sued the company
and the ad had to be removed from 10,000 billboards. One of the bishops involved in the suit said,
“Advertising experts have told us that ads aim for the sacred in order to
shock, because using sex does work anymore.”
Do you agree? Should religion be used to market products? Do you find this strategy effective or
offensive? When and where is this
appropriate, if at all?
NO. 7.
Boots with six – inch heels are the
latest fashion rage among young Japanese women.
Several teens have died after tripping over their shoes and fracturing
their skulls. However, followers of the
style claim they are willing to risk
twisted ankles, broken bones, bruised faces, and other dangers associated with
the platform shoes. One teenager said, “
I’ve fallen and twisted my ankle many times, but they are so cute that I won’t
give them up until they go out of fashion.”
Many consumers around the world seem to be willing to suffer for the
sake of fashion. Others argue that we
are merely pawns in the hands of designers, who conspire to force unwieldy
fashions down our throats. What do you
think ? What is and what should be the
role of fashion in our society ? How
important is it for people to be in style ?
What are the pros and cons of keeping up with the latest fashions ? Do you believe that we are at the mercy of
designers.
WE PROVIDE CASE STUDY ANSWERS, ASSIGNMENT SOLUTIONS, PROJECT REPORTS AND THESIS
ARAVIND - 09901366442 – 09902787224
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