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MK0002Consumer Behavior Set1 and 2 Assignment

MK0002Consumer Behavior Set1 and 2 Assignment

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Published by: niteshg11 on Dec 24, 2009
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ASSIGNMENTS
MK0002
(2 credits)Set 1Marks 30Consumer Behavior
Q.1
Two companies produce different lines of furniture. One company directs its line towardupper middle class consumers, the other to lower middle class consumers. What are likely to bethe differences in a) Product styles and features b) Print media used for advertising and c)Distribution outlets and in-store environment?
Ans:a)Product styles and features :b)Print media used for advertising :c)Distribution outlets and in-store environment:
 
Q. 2
Describe two situations in your own experience when Selective Attention and SelectiveBlocking perceptual processes occurred. What are the implications for marketing strategy?
Ans:Selective Attention:
Even when the customer is forced to look at an advertisement about a product which is of nointerest to him/ her, the consumer may still ignore it. A person’s interest may be initiallyattracted by the stimulus characteristics, but beyond initial attention the customer’s further  processing of this information from the stimulus depends on the personal interest in the featured product or service.1.Sometimes that relates to a current need-Example: If you are planning to buy a stereo system, you are more likely to notice ads for stereo systems or displays of stereo systems in an electronic shop.2.Something that we expect to see-Example: People are more likely to notice something that they expect to see. If you enter a bookshop which also stocks music CDs, chances are that you may not notice the music,since you will be expecting to see only books.3.Something that is unusual-Example: People are more likely notice something which differs from the ordinary. An adwhich is in bold print or a TV commercial that is louder than normal is bound to attractmore attention.
Selective Blocking:
Consumers tend to protect themselves from being bombarded with stimuli, by simply ‘tuningout’ – blocking such stimuli from conscious awareness. People skipping the TV commercialswhile watching their favorite programmes by tuning to other channels, is an example of selective blocking.
Q. 3
Describe the steps in the consumer decision making process for each of the following cases – a) A businessman considering the purchase of a new mobile phone for communication between branches of his firm and b) A consumer considering the purchase of a headache remedythat is advertised as stronger and more effective.
Ans:
 
a)Step-1: Problem recognition:A businessman wanted to purchase of a new mobile phone for communication between branches of his firm. Here the problem is recognized and also solution is identified.Step-2: Information search: Now businessman search information for the best brand of mobile phones which suitedhis business needs at lower price.Step-3: Evaluation of alternative:The businessmen go for some other advanced option for communication such as LANnetworking or internet. They may evaluate the alternative cost wise, efficiency wise andsuitability wise. Here in this case the decision has been taken for mobile phones.Step-4: Purchase:In this step the businessmen decided the brand of mobile to be purchased. After selectingthe brand he finally takes the decision to purchase it from convenient place/stores.Step-5: Post- purchase Evaluation:After the use of the purchased mobile the businessman takes the performance appraisal of 

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