LOVELY PROFESSIONAL UNIVERSITY

Form/LPUO/AP-3

(The format to be used for Planning the academic activities other than Lecturers/Tutorial/Practical like Assignments, Case study, Presentation, Quiz, Projects, Class tests, industrial visits, teaching practice, court visits etc. to be undertaken as a part of the continuous assessment for the Course)

Academic Activity 4
School of Business Name of the faculty member : Course No. MGT531 Class MBA Semester I Max. Marks Date of Allotment: Department of Management Mr. Pankaj Jain, Mr. Harpreet Course Title: Consumer Behavior Section: A & B Batch 2008-10 06 Dec. Date of Submission: 18December

Important: To be read before filling up the Plan format. 1. Planning for academic activities other than Lecturers/Tutorial/Practical like Assignments, Case study, Presentation, Quiz, Projects, Class tests, industrial visits, teaching practice, court visits etc to be undertaken as a part of the continuous assessment for the Course should be prepared separately as per the format at the start of the session. 2. Industry oriented academic activity should be encouraged. If the academic activity is organization based, please specify the organization with respect to the assignment. Absolute theoretical academic assignments, which involve only copying from the books, should be discouraged. Model *(Method/Pedagogy) used in allotment and evaluation of the assignments should also be specified in the assignment plans itself. 3. All the students should be given a different topic of assignment, in all cases either the topic of assignment should be different or the organization on which the assignment is based should be different. Roll No. (CB) 1 Reg. # 2020070287 Topic No. 1 Objectives of Academic Activity Developing skills in Data Analysis Topic Examine the DDB Needham data in Tables 1 through 7 for differences among heavy consumers of the following. Why do you think these differences exist? How would you use these insights to develop marketing strategy? Do Do Do Do Do Do Do Do Do Do Product/Brands Food delivered to home Model* Report Writing

2 3 4 5 6 7 8 9 10 11

294 302 311 313 314 320 449 331 333 340

1 1 1 1 1 1 1 1 1 1

Do Do Do Do Do Do Do Do Do Do

Made pancakes Purchased from mail catalog Used a "price-off" coupon at grocery store Attended a lecture Went to movies Took photographs Used the Internet Cooked outdoors Jogged Visited health club

Do Do Do Do Do Do Do Do Do Do

1

12 13 14 15 16 17 18 19 20 21

346 349 352 353 358 380 382 384 487 401

1 1 1 1 1 1 1 1 1 2

Do Do Do Do Do Do Do Do Do Do

Do Do Do Do Do Do Do Do Do Examine the DDB Needham data. What variable are most associated with the consumption of following? To what extent do these variables explain why people consume them Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do

Rented a video Car trip over 100 miles Attended church Pain relievers Shower gel Dandruff Shampoo Lipstick Pre-sweetened cereal Cigarettes Food delivered to home

Do Do Do Do Do Do Do Do Do Do

22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

411 412 413 418 423 434 462 464 479 454 491 494 497 280 285 297 436

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do

Made pancakes Purchased from mail catalog Used a "price-off" coupon at grocery store Attended a lecture Went to movies Took photographs Used the Internet Cooked outdoors Jogged Visited health club Rented a video Car trip over 100 miles Attended church Pain relievers Shower gel Dandruff Shampoo Lipstick

Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do

2

39 40 41

300 309 310

2 2 3

Do Do Do

Do Do Examine the data in DDB Needham Tables (1a, 2a, 3a, 4a ,5a, 6a, 7a)and find out what characterizes consumers – Do Do Do Which demographic variables are most closely associated with heavy consumption of the following? What would explain this association? Which contributes most to causing the consumption? (See Tables 1 through 7) Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do

Pre-sweetened cereal Cigarettes With a traditional role. How do these individuals differ from those with a more modern view Who subscribes strongly to the cleanliness value Who are particularly responsive to cause-related marketing? Who are active recyclers? Food delivered to home

Do Do Do

42 43 44 45

328 329 332 335

3 3 3 4

Do Do Do Do

Do Do Do Do

46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61

344 345 350 354 364 372 374 376 398 400 407 446 469 488 492 493

4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do

Made pancakes Purchased from mail catalog Used a "price-off" coupon at grocery store Attended a lecture Went to movies Took photographs Used the Internet Cooked outdoors Jogged Visited health club Rented a video Car trip over 100 miles Attended church Pain relievers Shower gel Dandruff Shampoo

Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do Do

3

62 63 64 65

514 515 516 517

4 4 4 5

Do Do Do Do

Do Do Do Which demographic variables are most associated with the ownership of the following? What would explain this association? Which contributes most to causing the ownership? (see tables 1 through 7) Do Do Do Do Do Do Which demographic variables are most closely associated with the following? What would explain this association? Which contribute most to causing the attitude or belief? (See Tables 1a 2a 3a 4a 5a 6a and 7a) Do Do Do Do Do Do Do Do Do Do

Lipstick Pre-sweetened cereal Cigarettes Personal Computer

Do Do Do Do

66 67 68 69 70 71 72

521 526 527 530 588 589 592

5 5 5 5 5 5 6

Do Do Do Do Do Do Do

Camcorder Microwave Oven Common Stock A Handgun Cellular Phone 35mm Camera Liking to cook

Do Do Do Do Do Do Do

73 74 75 76 77 78 79 80 81 82

545 598 613 614 620 498 143 506 508 511

6 6 6 6 6 6 6 6 6 6

Do Do Do Do Do Do Do Do Do Do

Having a lot of spare time Believing in buying American Products Feeling the commercials place too much emphasis on sex Feeling like a winner Feeling Sexy Refuse to buy a brand whose advertising I dislike Television is his/her primary form of entertainment Think the car they drive is a reflection of who they are Feel that big companies are just out for themselves Love to eat different food with interesting flavors

Do Do Do Do Do Do Do Do Do Do

4

83

512

6

Do

Do

Feel when they have a favorite brand they buy it - no matter what else is on sale Make a special effort to buy from companies that support charitable causes Usually check ingredient labels when buying food Feel interesting Feel Self Confident Feel Winner Heavy consumption of any of the product or activities

Do

84

518

6

Do

Do

Do

85 86 87 88 89

520 529 532 536 553

6 6 6 6 7

Do Do Do Do Do

Do Do Do Do The DDB Needham questionnaire measures personality by asking people to list characteristics that describes themselves. These measures could also be interpreted as measure of self – concept. Based on table 7a, do any of these self-concept characteristics seem to be associated with the following…. Why do you think this is? Do Do Do

Do Do Do Do Do

90 91 92

557 559 561

7 7 7

Do Do Do

Product Ownership Television Show Preferences Any of the attitude, interest, or opinion items By house hold size

Do Do Do

93

564

8

Do

Examine the DDB Needham Data in Table 1 and analyze for which products, activities, or programs does consumption, participation or viewing vary the most? Why are these cases? Do Do Examine the DDB Needham. What characterize individuals who… What are the marketing implications of this? If any, What are the regulatory implications of

Do

94 95 96

567 569 570

8 8 9

Do Do Do

By Marital status By number of children at home Feel TV commercials place too much emphasis on sex

Do Do Do

5

this? 97 98 99 100 101 102 593 602 603 606 616 618 9 9 9 9 9 9 Do Do Do Do Do Do Do Do Do Do Do Do Refuse to buy a brand whose advertising I dislike Television is his/her primary form of entertainment Think the car they drive is a reflection of who they are Feel that big companies are just out for themselves Love to eat different food with interesting flavors Feel when they have a favorite brand they buy it - no matter what else is on sale Make a special effort to buy from companies that support charitable causes Usually check ingredient labels when buying food Feel their family is too heavily in debt Feel dressing well is an important part of their life like the feeling of speed Make a strong effort to recycle everything they can I'm willing to pay more to shop at stores where I get better service Online Retailers Do Do Do Do Do Do

103

621

9

Do

Do

Do

104 105 106 107 108 109

528 478 178 437

9 9 9 9 9 9

Do Do Do Do Do Do

Do Do Do Do Do Do

Do Do Do Do Do Do

110

10

Do

111 112 113

10 10 11

Do Do Do

Examine the data in DDB Needham Tables (1a, 2a, 3a, 4a ,5a, 6a, 7a)and find out what characterizes consumers who place considerable emphasis on price as an evaluative criterion? What are the marketing implications of this for Do Do Examine the data in DDB Needham Tables to determine the characteristics of likely innovators; opinion leaders; late adopter; laggards for the following

Do

Store Based Retailer A Chain of Restaurants Food

Do Do Do

6

products. Why is this case? What are the marketing implications? 114 115 11 11 Do Do Do Do Movies New Products in General Do Do

Date: Remarks by HOD (Mandatory)

Sign. of Faculty member

Sig. of HOD with date Remarks by HOS (Mandatory) Sig. of HOS with date

7

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