IILM Greater Noida

PGDM
Batch 2019-2021
End Term Examination
Module Name – Consumer Behaviour Module
Code – GNMKT603
Open Book Examination - Online Submission

Trimester – 3 Maximum Marks: 10

Academic Session: Jan 2020 – Mar 2020 Duration: 1 Hour

INSTRUCTIONS
• All Questions are Compulsory.
• Marks are indicated against each question.
• Detailed explanations should form part of your answer.
• Student Roll Number :- ______________________________ (To be filled by student)

Answer ALL questions

All questions carry equal marks
(2 X 5 Marks = 10 Marks)

Q1 Which consumer behaviour value is being communicated in the Nestle Campaign (enclosed
below), and how is this done? Is this an effective approach to designing a marketing
communication? 


(MLG 3,4,5;PLG 3,6) (5 Marks)

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Q2 “Olay has announced that it will stop retouching advertisements by the end of 2020.” (Source:
CNBC News). When cosmetic brands retouch photos to perfection, it sends a wrong message to
everyone. The retouched photos depict skin, which is impossible to attain and encourages
insecurities. The brand will also be introducing a “Skin Promise” seal on ads, which will point out
Olay ads, which haven’t been retouched.

Assume you are Brand manager for cosmetic line of P&G, do you believe that company can use any
kind of stimulus generation to market Olay in this manner? Which type of conditioning will be
applicable to this kind of situation? (MLG 1,2;PLG 1,2) (5 Marks)

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