Consumer behaviour June 2024

Description

Consumer Behaviour

June 2024 Examination

 

 

1. Perfora is a new brand of toothpaste that has entered the Indian market. Determine which market segment does Perfora appeals the most to. Perfora wishes to get a Brand Ambassador for its toothpaste. Suggest how will choose the right Brand Ambassador and give names of three potential Brand Ambassadors who you think can be considered for this. (10 Marks)

Ans 1.

Introduction

In the dynamic and competitive landscape of the Indian oral care market, the introduction of Perfora, a new toothpaste brand, heralds a strategic endeavor to capture a niche yet substantial segment of consumers. Understanding consumer behavior is crucial in identifying the segment most likely to be attracted to Perfora’s unique offerings. This analysis not only involves demographic and psychographic profiling but also aligns with evolving market trends and consumer preferences in oral health. Additionally, the selection of a brand ambassador plays a pivotal role in influencing brand perception and driving consumer loyalty. The right ambassador It is only half solved

 

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2. “Products are purchased emotionally and justified rationally”. Analyse this classical consumer purchase behaviour factor using Tanishq Gold and Diamond Jewellery as an example (10 Marks)

Ans 2.

Introduction

The adage “Products are purchased emotionally and justified rationally” encapsulates the dual forces driving consumer behavior, especially in high-value categories such as luxury goods. Tanishq, a prominent Indian brand in the gold and diamond jewelry sector, exemplifies how emotional appeal and rational justification converge to influence purchasing decisions. The emotional allure of jewelry is deeply rooted in its symbolic value and the personal significance it holds, often related to milestones like marriages or anniversaries. Concurrently, rational factors such

 

3. Answer the following
4. Take India’s joint family structure – how does this kind of family take purchase decision for FMCG Products (5 Marks)

Ans 3a.

Introduction

India’s joint family structure, where multiple generations live under one roof, significantly influences the dynamics of purchasing decisions, especially for Fast-Moving Consumer Goods (FMCG). These decisions are shaped by the collective needs, preferences, and values of the family members, making the process complex yet deeply collaborative.

Concept and

 

1. There are  many  emerging  new  family  structures  coming  into  existence  in  the Society. Take the example of a blended family. For your information a Blended Family is defined as a family which results from remarriage or re-partnering after divorce or widowhood, where one or both partners bring children from previous relationships into the new family unit. This structure often involves step-parents, step-siblings, and half-siblings living together. This family wants to go for a family vacation. What is the different consumer buying factors that will shape the choice of a vacation for this family?                                                                            (5 Marks)

Ans 3b.

Introduction

Blended families, characterized by their unique mix of relationships and dynamics, face distinct considerations when planning a family vacation. The decision-making process in such families is influenced by the need to cater to diverse interests, ages, and relationships, making the selection of a vacation destination a nuanced exercise in balancing various consumer buying factors.

Concept and