Consumer Behaviour-NMIMS Solution Dec 2023

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Q1. A study in 2021 by People Research on India’s Consumer Economy (PRICE) in partnership with the National Payments Corporation of India on Digital Payments has estimated that around 61% of Indian households will be doing digital payments by 2025 if the enabling environment for that is created. The break-up of the households across 3 broad income groups viz. Rich, Middle Class and Poor for digital payments is as under:

Class No. of Households in Millions expected to do Digital Payments by 2025 % Share
Rich 36.0 23.6%
Middle Class 61.0 40.2%
Poor 55.0 36.2%
Total 152.0 100.0%

It is obvious that the Poor Class is going to be much bigger in Digital Payments compared to the Rich and almost similar in share compared to the Middle Class, though their average ticket size is going to be smaller. It is also clear that in order the realise the potential number of 55 million Households the poor will need the highest support and hand-holding
From a consumer buying perspective what are the things think the Government Authorities along with banks and financial institutions do to enable a faster adoption of Digital Payments across the poorer and economically backward sections of the society.

Q2. Age has 2 broad categories – chronological age and Subjective Age which is different from chronological age. Subjective Age has 4 dimensions. Analyse how the 4 dimensions of Age will impact the purchase choices for consumers buying cosmetics and ready-to-wear clothes.

Q3. Answer the following
a) A company in USA has developed a Gluten Meter which is device that measure the gluten content in the food a consumer wants to consume. Gluten is a group of proteins found in wheat, barley, rye, and their derivatives. It’s what gives dough its elasticity and helps baked goods maintain their shape. While gluten is responsible for the desirable texture of many baked products, it can aggravate diabetes and obesity. Since India has the highest number of diabetics in the world this American wants to understand the attitude of people towards Gluten and Gluten Meters. How will they be able to understand the attitude of the consumer to this.

b) How will you use hemispheric laterization to influence consumers to buy a particular brand of a lifestyle home theatre system like Bose.

Sept 2023

Q1. Rohit is staying in Haryana in a large joint family consisting of great grandmother, grandparents, and their 5 sons – which is four uncles with their wives and children and Rohit’s parents and Rohit’s sister – total 24 family members staying under one single roof. Rohit’s cousin Sahil has come to Mumbai to do his MBA and has fallen in love with a Malayalam Christian girl Anoo Peter. There is a big discussion in the family regarding the kind of marriage ceremony to have for Sahil. (10 Marks) – Q2. Most consumers go through 5 steps while making a purchase decision – these 5 steps are a]. Problem recognition, b]. Information search, c]. Alternatives evaluation, d]. Purchase decision and e]. Post-purchase evaluation. You have a younger sister who is very intelligent and wants to do her Master’s in Genetics in USA. How will you help your sister to go about doing only the information search for a good University offering a very good Master’s Programme in Genetics (10 Marks) Q3. a. The dishwasher is a consumer durable that has been around for quite some time. While there is a widespread acceptability for this product in western markets – the Indian consumer has not gone over the moon with this product. Describe how a dishwasher manufacturer can use the five attributes of a product that affect adoption to speed up the diffusion of the dishwasher in the Indian Market (5 Marks) b. The Indian vehicle driver especially the two wheeler drivers are notorious for not following signals. How would you use Consumer Buying behaviour to persuade 2-wheeler drivers to follow signals on roads (5 Marks)

June 2023

Q1. Explain Motivation in Consumer Purchases. Taking Sony and Bose as examples of a Home Theatre System explain how what are the Rational and Emotional Motives for purchasing SONY or BOSE Home Theatre System.

Q2. You want to purchase a washing machine. With reference to this explain what is Total Set, Awareness Set, Consideration Set, Choice Set before making the final choice of the washing machine that you and your family desire to have/ own and use.

3. Answer the following:
a. What is acculturation? Give 5 product or services that the Indian consumer has adopted for their regular consumption as a result of Acculturation. (5 Marks)
b. Fear and Optimism / Positivity drive consumer behaviour. Give 2 examples for fear and 2 examples of optimism / positivity has been used to drive customers to either buy certain products or stop them from buying certain products / services. (5 Marks)

April 2023

Q1. What is Consumer Ethnocentrism? What could be the key differences between consumers who are Ethnocentric and Non-Ethnocentric? Using the example of automobiles, can you connect which customer segments would exhibit Ethnocentrism and Non-Ethnocentrism (10 Marks)

 

Q2. What are Rituals in the context of consumer behavior? How do Rituals create value for both marketers and consumers? Explain with examples five different kinds of rituals common in India and what kind of products / services are purchased during those rituals (10 Marks)

Q3. Answer the following

Q3A. What are Culture and Subculture? Identify any 4 distinct types of Subcultures that exist in India and determine which product/service purchases they influence. (5 Marks)

Q3b. What is the Family Life Cycle? Take the following five different stages of the Family Cycle, viz. Bachelor I, Young Couple, Full Nest I, Full Nest II & Older Couple – explain what each of these stages is in the Family Life Cycle and list down at least 3 different product categories which families at each stage would prefer to buy. [Please note you have identified 3 product categories for each stage of the Family Life Cycle]. (5 Marks)

Dec 2022

Q1. How can marketeers use technology to target customers to exercise more. Taking Yoga as an example of holistic exercise how will you use technology to target different categories of customers to improve their health by doing yoga regularly. (10 Marks)

Q2. What is the Trio of Needs from consumer behaviour perspective? Take Smart Watch as a product. If you have to use this same product, how can you talk to three different customers and make the 3 different customers think of buying the same Smart Watch from a Trio of Needs perspective. Please use one Trio of Need per customer to illustrate the same. (10 Marks)
Q3. Answer the following

a. What is Just Noticeable Difference [JND] and Weber’s Law? (5 Marks)

b. Take a product like a low-cost pressure cooker [priced at Rs. 1800.00 for a 3 Litre, Rs.

2400.00 for a 5 Litre, Rs. 3200.00 for a 6.5 Litre pressure cooker] which is targeted to the lower income group whose annual income is in the range of Rs. 1.2 to 1.8 lakhs per annum [Rs. 10,000 – Rs. 15,000 per month]. Using the principle of JND suggest a discount for families earning 10,000 per month and families earning Rs. 15000.00, that would make them get up and notice the discount & propel them to buy the pressure cooker. Please justify the discount for the same. (5 Marks)

June 2022

1. What is Consumer Perception. Please explain with examples what the four concepts associated with Perception i.e., Selective Exposure, Selective Attention, Perceptual Defense and Perceptual Blocking

2. Define Consumer Attitude. Using Tata Nano as an example please explain in detail the”different characteristics of Attitude that would apply to Tata Nano as a car. Also using”the same Tata Nano Car as an example explain how does the Tri Component Attitude”Model explain Attitude of a consumer towards a product?

3. Answer the following a. Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers. Using the Herzberg Theory list down what could be dissatisfiers and satisfiers for Netflix as an OTT Platform (5 Marks) b. How can you persuade a customer to buy a product using the rational and emotional appeal in communications? Taking an example of Cadbury Chocolate write 2 points for rationally appealing and 2 points for emotionally appealing to the customer to buy a Cadbury Chocolate

NMIMS mba solved assignments June 2022

Q1. Celebrities, particularly movie stars, TV personalities, popular entertainers, and sports icons, are a symbolic reference group because they are liked, admired, and often have a high degree of perceived credibility. Therefore, many marketers use them to promote their products and services. Please state what parameters would a marketer consider for determining which celebrity should be used for a particular brand. Analyse the role of celebrity star Amitabh Bachchan in influencing consumer behaviour as a brand ambassador for Gujarat Tourism (10 Marks)
Q2. Culture is the fundamental determinant of a person’s wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behaviors through his or her family and other key institutions.
Explain culture, sub-culture Analyse any 3 typical values that Indian children are exposed to from their childhood which are part of our culture and how they impact their purchase choices when they grow (10 Marks)
Q3. Answer the following
a. What is Customer Involvement – Explain the 4 types of customer involvement in product purchases (5 Marks)
b. Classify the following purchase decisions in terms of the above i. Buying a gift for your parent’s 25th wedding anniversary
ii. Laptop
iii. Groceries for daily use at home
iv. Ordering-in food at home on a Sunday evening through Swiggy / Zomato (5 Marks)

Previous year question of nmims

Q1. You are into selling of home furnitures. Discuss how will you implement various marketing management philosophies with relevant examples (10 Marks)
Q2. You are a HUL brand manager for Sunsilk shampoos. Explain how will you use the ELM (Elaboration likelihood model) to understand the consumer choices and preference for the said product category (10 Marks)
Q3. You are into marketing of credit cards. Explain how will you use classical conditioning, for increasing the effect of conditioning on consumers.
a. with stimulus repetition (5 Marks)
b. with stimulus generalization (5 Marks)

 

Dec 2020

Lifebuoy was introduced by Lever Brothers in 1895 in England. Originally a carbolic soap containing phenol, different varieties were later introduced without the medicinal carbolic smell, such as the coral-colored Lifebuoy during the late 1950s and Lifebuoy Minty Refresher in 1966. Lifebuoy first came to India in 1895 in Bombay. It was an instant success. Lifebuoy is India.s largest selling soap brand and has been so for a long time now. It is the only soap brand to have ever crossed 100,000 tonnes in sales in a single year. The brand has a mammoth user base of over 600 million consumers in India and is one of the most recognisable symbols of health. Remarkably, over the next 109 years the brand has never veered away from its original platform. It has consistently stood for „Washing away germs to keep you protected and healthy.. Constantly evolving and keeping pace with the times, the brand has undergone huge makeovers and still delivers a distinctive, compelling promise of health for the whole family.

In the product front from the very early stages, Lifebuoy was the basic brand that upgraded consumers who used other products by delivering a basic, cleansing experience. In 1964, it saw its first major re-launch with significant improvement in product quality, a change in the tablet shape as well as the wrapper which had continued from the initial days of Lifebuoy.

The latest formulation was introduced in the market in 2002. Today, this soap continues to be the most effective against germs and also has an invigorating and very distinct perfume that makes every bath enjoyable. The new avatar is just the beginning in the evolution of Lifebuoy. This brand aspires to make the concept of health and hygiene not only an important one, but also an enjoyable experience for the consumer.

Keeping in line with its objective of providing „Health and hygiene for everybody., Lifebuoy has added to its repertoire, Lifebuoy Active Green (with the goodness of neem and tulsi) and Lifebuoy Active Gold (with the goodness of milk cream). This is of course, in addition to Lifebuoy Active Red and Lifebuoy Active Orange which are the trusted choice of millions. There is also the Lifebuoy liquid soap that ensures that hands are protected from germs. Now Lifebuoy also has a talcum powder, efficiently delivering a promise of „All day protection from body odour, by fighting germs.. The Lifebuoy franchise, through each of the products, has stayed true to its promise of meeting health and hygiene concerns.
On the pricing front, Lifebuoy in urban and rural markets, the brand has gained a familiar and likable status due to its effective pricing. A 125 gm lifebuoy soap costs about Rs26. Bodywash costs around Rs175. Lifebuoy keeps its product prices relatively lower than the prices of its competition. This has been an advantage for the brand and has led to making it one of the most popular choices among Indians.

Promotions with Lifebuoy has always made in win many accolades. The advertising and communication for Lifebuoy has been recognised as one of the most effective at the advertising effectiveness awards „Effies-2003.. The Lifebuoy jingle, synonymous with health and hygiene, has become a classic – indeed, it can be considered as part of the Indian social fabric. The Brand Equity Survey, 2003 ranked this mega-brand as one of the Most Trusted Brands in India.

Be it promoting itself in traditional media through ATL (Above-the-line) or BTL (Below-the-line) activities or social media.
It created a hysteria in Dubai where it partnered with Geometry Global for an on-ground activation awareness programme. Since shoppers can pick up germs when they shop for groceries with your cart in the supermarket. The Lifebuoy.s team created a handy doughnut-shaped gadget that slides along the shopping cart handle, instantly sanitizing it. On the one hand, this enabled healthier shopping, killing 99% of germs with one swipe, and on the other, it raised awareness of Lifebuoy.s sanitizer gel (refer figure 1).

In India, Lifebuoy as a brand has taken long steps in generating good health hygiene habits among Indian consumers. In the year 2013, at the world.s largest religious festival Maha Kumbh Mela, Lifebuoy reminded attendees to wash their hands before they eat by hand stamping 2.5 million chapattis (rotis) with the message: ¡°Did you wash your hands with Lifebuoy?¡± (Refer figure 2).If that was not all Hindustan Unilever.s created an award-winning campaign with social cause marketing at its heart, which went viral. The soap brand that has been an active proponent of handwashing with soap, kickstarted a movement ¡°Help a child reach 5¡± to instill hygienic handwashing behaviour in schools and villages, as over two million children under five die of infections like diarrhea and pneumonia. A heartfelt digital film about Gondappa and his son Muthu was created for the campaign, while Facebook and Twitter were abuzz with pledges and the hashtag #helpachildreach5. The video depicted how a father ¡°Gondappa¡± walked on his hands to a village temple on his son.s fifth birthday as a part of his son.s good health wish. The 3-minute film garnered over a million views in the first two weeks and now stands at 19M+ views (refer figure 3).

Indian market is witnessing the creation of a new category in the hand hygiene segment – hand sanitizer. Although hand sanitizer products existed in India since 2002, this category is witnessing a lot of marketing activities only in the last couple of years. Two giants in the Indian FMCG market are fighting it out in creating this category – Dettol and Lifebuoy. Hand Sanitizer is an alternative to soap and used for maintaining hand-hygiene. This product which is available in gel, spray, liquid, or foam form can be used directly to the hand and unlike soaps need not be washed away. Just apply the hand sanitizer and leave it like that. It is not Lifebuoy or Dettol which introduced this product in the Indian market. Godrej Consumer Products Ltd, had introduced this product in the Indian market even as early as 2003. Later Himalaya introduced its brand – Pure Hands – which is a herbal hand sanitizer. But these brands were not able to create a noise in the market so far when compared to Dettol and Lifebuoy.

Hand sanitizers are popular in markets like the West and Europe because of fear for hygiene coupled with the convenience of the product. In India, the Hand Sanitizer market is still nascent but marketers believe that this category will do well on Indian soil due to its vulnerability to various infectious diseases like SARS, bird flu, etc. In fact, in 2002-03, hand sanitizer companies in India tried to cash in on the SARS Virus pandemic which created huge amounts of concern and did not pull up sales as expected. Despite the setback, marketers are optimistic and give a new push. Lifebuoy, a brand that promotes healthy hygiene habits crafts many ways to protect its consumers from these dangers. Hand Sanitizers are priced between INR 30 to as high as INR 500 depending upon the brand and its size of the product offering.

Given that, India has more of the rural population (at 66.46 % in 2017, according to the World Bank collection of development indicators) than that of urban crowd,
1. Which psychological factor or factors of motivation, perception, learning, and attitude is Lifebuoy trying to target in India (10 Marks)
2. Reading the case above suggests the segmentation, targeting, and positioning Lifebuoy is trying to achieve. (10 Marks)
3. Lifebuoy has channelized its hygiene habit formation efforts through various campaigns and events in India as discussed in the case above. Given, that you are a brand manager of Lifebuoy
a. Discuss, what are the other promotional tactics, you will use to make these campaigns intensify in rural India. (5 Marks)

 

June 2020 Previous

Q1. GSK Horlicks is an iconic health drink for kids. Over the years, the brand has introduced several variants of Horlicks. What is segmentation and targeting? Identify the type of segmentation done for each of the following:

• Horlicks Chocolate for fussy children who like fun flavors
• Mother’s Horlicks for pregnant women and lactating mothers
• Junior Horlicks for newborns and infants
• Horlicks Lite for calorie-conscious adults

Q2. What are the steps in the consumer decision-making journey? Describe your decision-making journey for the following products: (10 Marks)

1. Sugar
2. Men’s aftershave lotion
3. Smartphone

Q3a. Explain the different adopter categories in the Innovation adoption process, taking the example of any innovative product of your choice.

Q3b. What are membership groups and symbolic groups? Discuss 1 membership group and 1 symbolic group from your life.

Previous Sem NMIMS Assignment

1. Advertisers today face a challenge of “sensory adaptation”. It has become increasingly difficult to get the attention of and impress consumers. In terms of consumer perception, what is the relationship between sensory adaptation and absolute threshold? Name 3 ways in which marketers are overcoming the challenge of sensory adaptation.
2. Pooja is a stationary enthusiast. She loves collecting antique fountain pens, limited edition notebooks, state-of-the-art mechanical pencils, post-it notes in rare shapes, etc. She has an extensive collection of stationary which she has proudly built over many years. What is Fixated Consumption and Compulsive Consumption? What are the characteristics of a fixated consumer and a compulsive consumer? Which of the 2 behaviours is Pooja exhibiting
3. a. Using an example, explain the 4 elements of Consumer Learning. b. Gifting is an interesting aspect of Consumer Behaviour because gifts represent more than ordinary purchases. They are associated with important and special events (e.g., Mother’s Day, birthdays, engagements, weddings, etc.) What are the different types of Gifting behaviours consumers may exhibit?

 

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