NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Consumer Behaviour
Internal Assignment Applicable for June 2019 Examination

Assignment Marks: 30

Instructions:
 All Questions carry equal marks.
 All Questions are compulsory
 All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3 in
not more than 500 words for each subsection. Use relevant examples, illustrations as far as possible.
 All answers to be written individually. Discussion and group work is not advisable.
 Students are free to refer to any books/reference material/website/internet for attempting their
assignments, but are not allowed to copy the matter as it is from the source of reference.
 Students should write the assignment in their own words. Copying of assignments from other
students is not allowed.
 Students should follow the following parameter for answering the assignment questions.

For Theoretical Answer For Numerical Answer

Assessment Parameter Weightage Assessment Parameter Weightage
Introduction 20% Understanding and usage 20%
Concepts and Application 60% of the formula
related to the question Procedure / Steps 50%
Conclusion 20% Correct Answer & 30%
Interpretation

1. A well-known international fitness company, PlanetFit, is planning to set up gyms and yoga
studios across India. Describe how PlanetFit can apply demographics and psychographics
to plan its segmentation strategy. Which demographic and psychographic segments should
PlanetFit target and why? (10 Marks)

2. What are the steps in the consumer decision-making journey? Describe your decision-
making journey for the following products: (10 Marks)
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Consumer Behaviour
Internal Assignment Applicable for June 2019 Examination

a. Sugar
b. Men’s aftershave lotion
c. Smartphone

3. a) What are reference groups? List and discuss 2 groups that influence your purchases.
(5 Marks)

3. b) Explain Maslow’s hierarchy of needs. Develop an ad campaign for Running shoes,

appealing to the self-esteem need level. (5 Marks)

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