MM07
Consumer Behaviour
Assignment No.I
Assignment Code: 2013MM07A1 Last Date of Submission: 15th April 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 What roles do actual product attributes and perceptions of attribute play in positioning
a product? Find three different toothpaste advertisements, which stress different
product attributes and discuss whether each marketer has effectively positioned its
product to communicate a specific range
Ques. 2 Consumer behaviour has been said both to affect and to reflect marketing strategy.
Discuss.
Ques. 3 What is consumer involvement? What is the relevance of Split-Brain Theory to the
concept of consumer involvement? Explain using examples.
Ques. 4 Why does a person buy certain products? What are his motives in buying those
products?
Section-B
Case Study.
Nerolac Paints and Asian Paints Royale
Celebrities and dealers as key influencers in consumer decision-making
The decorative paints segment, accounting for around ten percent of the entire paints market, got an extra sheen when celebrities pitched for at least two brands in the market –Amitabh Bachchan for Nerolac Paints, and Akshaye Khanna for Asian Paints Royale.
Nerolac Paints, the subsidiary of Kansai Paints of Japan, signed up Amitabh Bachchan for the campaign with the tagline, “Yeh rang hai jo har ek zindagi ko choota hai”. The company needed to reach out to the masses, and Amitabh Bachchan, a legend that every Indian identifies with, was an obvious choice. In the ad, Amitabh Bachchan was seen interacting with a cross-section of people, ranging from young men to a little girl to a traditional Indian woman. In consumer tests, Amitabh Bachchan emerged as a role model who cut across classes with stature, dignity, leadership and classiness. Nerolac was the leader in the industrial paints but it was lagging in decorative paints. Using Amitabh Bachchan helped bridge that gap in perception, as he conveyed a sense of leadership, and got perception, as he conveyed a sense of leadership, and got the consumers to take a fresh look at the brand.
In the case of Asian Paints, actor Akshaye Khanna features in the ad campaign for the luxury emulsions brand, Royale, which used Nawab Pataudi in its advertising 10 years back. Since then, the brand had not used a celebrity in its advertising. But the luxury emulsions segment is an important part of Asian Paints portfolio, which has focused more on its mother brand in recent times. Akshaye Khanna has been used to draw the consumer to the core brand idea of Royale enhancing the look of special possessions. In the ad, Akshaye Khanna looks for the perfect spot for a picture of him and his father, Vinod Khanna. The brand is conveyed as youthful, vibrant, contemporary and luxurious and Akshaye Khanna fits that description. The identification process happens quicker with a celebrity, and once the idea is fixed, then it is easier to carry it forward even without a celebrity.
In the paints category, dealers play a key role in the consumer decision-making process. This is because the consumer knows only the brand name of the paint that is on her walls. Therefore, companies feel that using a celebrity in their advertisements would be helpful to tilt the consumer choice in their favor. The two paint companies wanted to make the consumers feel good about their choice of brand, and therefore, besides the functional aspects, everything that gets more space in the consumers’ mind helps.
Questions
1. Does celebrity endorsements really results in the increase in buying process or it is only a glamour which leaves short-term effect on the consumer? Give your opinion.
2. Dealers and Distributors play a key role in enhancing the sales of a product like paints and consumer decision making. How do they do it? Explain by taking a practical view from open market?
MM07
Consumer Behaviour
Assignment No.II
Assignment Code: 2013MM07A2 Last Date of Submission: 15th May 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 Collect and paste 3 print advertisements that attempt to activate problem recognition
for a personal care product. Identify the nature of appeal used? Are these appeal
appropriate – Justify.
Ques. 2 a) Explain in detail hierarchy of effects model?
b) Explain in detail Integrated Information Response model?
Ques. 3 a) Use of comparative advertising by close competitors is out of fear of threat or it is a
persuasion for a follower to do something good? Explain. Give examples.
b) What is mystery advertising?
Ques. 4 a) Define culture
b) What are Reference Groups and how do they effect your behaviour of purchase?
Section-B
Case Study
Daimler – Chrysler India
Differences in decision-making among members of a family
Daimler-Chrysler has hit upon a unique marketing strategy to sell the three-star Mercs to class-conscious family-run-business houses, especially in North India. While the Mercs themselves differentiate between the class and the mass, marketing managers at Daimler-Chrysler are taking it a step further to promote Mercedes-Benz cars based on the pecking order in the country’s family-run businesses. While the S-class is being marketed to the patriarch of the family and the head of business, the E-Class is for the second in command, the C-Class is for the “commoners” in the family. Such a trend is more common in the North where there are more family-run businesses. The same holds true in the country’s financial capital, Mumbai, but at the corporate level.
Such a trend is unique to India. Elsewhere, the Mercedes sells according to the individual’s preferences. It took a bit of convincing on the part of the marketing team in India to its German counterpart which had not come across such a trend, in other markets. Once the company identified the trend, it was easier for it to position its product. Family-run business houses are also the ones that go in for repeat orders. The company is fine-tuning its approach to build upon this trend in Delhi, which is the largest market for Mercedes-Benz cars. Nearly 30 percent of Daimler-Chrysler India’s sales come from Delhi, closely followed by Mumbai, with a 25 percent share. Bangalore and Chennai are next, with 8 percent each. The sale is growing at 30 percent per year.
Question
Q1. Why do you think that Mercedes, Benz is selling only in niche market in India, unlike other markets? Also give your opinion about “What will happen if Daimler – Chrysler India opens its market for mass segment in India. Will it have a positive or negative affect on the company’s image” comment.
Consumer Behaviour
Assignment No.I
Assignment Code: 2013MM07A1 Last Date of Submission: 15th April 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 What roles do actual product attributes and perceptions of attribute play in positioning
a product? Find three different toothpaste advertisements, which stress different
product attributes and discuss whether each marketer has effectively positioned its
product to communicate a specific range
Ques. 2 Consumer behaviour has been said both to affect and to reflect marketing strategy.
Discuss.
Ques. 3 What is consumer involvement? What is the relevance of Split-Brain Theory to the
concept of consumer involvement? Explain using examples.
Ques. 4 Why does a person buy certain products? What are his motives in buying those
products?
Section-B
Case Study.
Nerolac Paints and Asian Paints Royale
Celebrities and dealers as key influencers in consumer decision-making
The decorative paints segment, accounting for around ten percent of the entire paints market, got an extra sheen when celebrities pitched for at least two brands in the market –Amitabh Bachchan for Nerolac Paints, and Akshaye Khanna for Asian Paints Royale.
Nerolac Paints, the subsidiary of Kansai Paints of Japan, signed up Amitabh Bachchan for the campaign with the tagline, “Yeh rang hai jo har ek zindagi ko choota hai”. The company needed to reach out to the masses, and Amitabh Bachchan, a legend that every Indian identifies with, was an obvious choice. In the ad, Amitabh Bachchan was seen interacting with a cross-section of people, ranging from young men to a little girl to a traditional Indian woman. In consumer tests, Amitabh Bachchan emerged as a role model who cut across classes with stature, dignity, leadership and classiness. Nerolac was the leader in the industrial paints but it was lagging in decorative paints. Using Amitabh Bachchan helped bridge that gap in perception, as he conveyed a sense of leadership, and got perception, as he conveyed a sense of leadership, and got the consumers to take a fresh look at the brand.
In the case of Asian Paints, actor Akshaye Khanna features in the ad campaign for the luxury emulsions brand, Royale, which used Nawab Pataudi in its advertising 10 years back. Since then, the brand had not used a celebrity in its advertising. But the luxury emulsions segment is an important part of Asian Paints portfolio, which has focused more on its mother brand in recent times. Akshaye Khanna has been used to draw the consumer to the core brand idea of Royale enhancing the look of special possessions. In the ad, Akshaye Khanna looks for the perfect spot for a picture of him and his father, Vinod Khanna. The brand is conveyed as youthful, vibrant, contemporary and luxurious and Akshaye Khanna fits that description. The identification process happens quicker with a celebrity, and once the idea is fixed, then it is easier to carry it forward even without a celebrity.
In the paints category, dealers play a key role in the consumer decision-making process. This is because the consumer knows only the brand name of the paint that is on her walls. Therefore, companies feel that using a celebrity in their advertisements would be helpful to tilt the consumer choice in their favor. The two paint companies wanted to make the consumers feel good about their choice of brand, and therefore, besides the functional aspects, everything that gets more space in the consumers’ mind helps.
Questions
1. Does celebrity endorsements really results in the increase in buying process or it is only a glamour which leaves short-term effect on the consumer? Give your opinion.
2. Dealers and Distributors play a key role in enhancing the sales of a product like paints and consumer decision making. How do they do it? Explain by taking a practical view from open market?
MM07
Consumer Behaviour
Assignment No.II
Assignment Code: 2013MM07A2 Last Date of Submission: 15th May 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 Collect and paste 3 print advertisements that attempt to activate problem recognition
for a personal care product. Identify the nature of appeal used? Are these appeal
appropriate – Justify.
Ques. 2 a) Explain in detail hierarchy of effects model?
b) Explain in detail Integrated Information Response model?
Ques. 3 a) Use of comparative advertising by close competitors is out of fear of threat or it is a
persuasion for a follower to do something good? Explain. Give examples.
b) What is mystery advertising?
Ques. 4 a) Define culture
b) What are Reference Groups and how do they effect your behaviour of purchase?
Section-B
Case Study
Daimler – Chrysler India
Differences in decision-making among members of a family
Daimler-Chrysler has hit upon a unique marketing strategy to sell the three-star Mercs to class-conscious family-run-business houses, especially in North India. While the Mercs themselves differentiate between the class and the mass, marketing managers at Daimler-Chrysler are taking it a step further to promote Mercedes-Benz cars based on the pecking order in the country’s family-run businesses. While the S-class is being marketed to the patriarch of the family and the head of business, the E-Class is for the second in command, the C-Class is for the “commoners” in the family. Such a trend is more common in the North where there are more family-run businesses. The same holds true in the country’s financial capital, Mumbai, but at the corporate level.
Such a trend is unique to India. Elsewhere, the Mercedes sells according to the individual’s preferences. It took a bit of convincing on the part of the marketing team in India to its German counterpart which had not come across such a trend, in other markets. Once the company identified the trend, it was easier for it to position its product. Family-run business houses are also the ones that go in for repeat orders. The company is fine-tuning its approach to build upon this trend in Delhi, which is the largest market for Mercedes-Benz cars. Nearly 30 percent of Daimler-Chrysler India’s sales come from Delhi, closely followed by Mumbai, with a 25 percent share. Bangalore and Chennai are next, with 8 percent each. The sale is growing at 30 percent per year.
Question
Q1. Why do you think that Mercedes, Benz is selling only in niche market in India, unlike other markets? Also give your opinion about “What will happen if Daimler – Chrysler India opens its market for mass segment in India. Will it have a positive or negative affect on the company’s image” comment.
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