NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Consumer Behavior
Internal Assignment Applicable for December 2018 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 of 20%
Concepts and Application 60%
the formula
related to the question
Procedure / Steps 50%
Conclusion 20%
Correct Answer & 30%
Interpretation

1. BMW, the luxury German car maker, stands for performance and luxury. The company
has grown its product line by targeting specific market segments. BMW’s full range of
cars includes 1 series, 3 series, 5 series, 6 series, 7 series, X3 SUV, X5 SUV, X6 SUV,
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Consumer Behavior
Internal Assignment Applicable for December 2018 Examination
Z4 and M. The 7 series was targeted to a group of consumers who were traditional and
wealthy. They liked to be showy with flamboyant cars. They didn’t like sporty cars but
preferred comfort and luxury, so BMW added electronic features like window controls,
airflow, night vision, etc. The X5 was created to target a group of customers who
weren’t born in wealthy families but had achieved success recently. They had taken up
activities like biking and golf. These customers needed a bigger car for their active
lifestyles and big families. Discuss on what dimensions (geographic, psychographic,
demographic, behavioral) has BMW segmented and targeted customers for the 7 series
and X5 models. (10 Marks)

2. You are the advertising manager for a health food brand. Develop two different ad
themes to appeal the consumer on two different levels in the Maslow’s hierarchy for
the ad campaign. (10 Marks)

3. Enumerate the decision-making process you would go through in the following 2

purchase scenarios. Classify each of the scenarios into Nominal/Limited/Extended
Decision Making.

a. Buying your first car with the savings you have accumulated over the last year.
(5 Marks)

b. Buying a new pair of running shoes. (5 Marks)

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