Name : Masyhuril Amri

Bagaskara

ID Number : 1906420465

MID TERM EXAM

SUBJECT : CONSUMER BEHAVIOR

Class : PP 191-B
Date : Friday, April 3, 2020
Time : 150 Minutes (08.30 -11.00)
Exam Status : Open Books and Websites
Lecturer : Elevita Yuliati, MSM

Submit your answer typed in PDF format, and send it to your lecturer's address: tugas.elevita@gmail.com
(cc: akademik.mmui@gmail.com ). Your answer must be received within 30 minutes after the allocated
time. Any late submission without explanation will be given penalty or disqualified.

1. Students must fill in and sign the attached statement of academic integrity (the last page). Lecturer
will not grade answers without attached statement of academic integrity.
2. Students must work alone. If any similarity within answers among students is detected, then he/she
will receive zero mark (fail).
3. Answers must be sent to tugas.elevita@gmail.com (cc: akademik.mmui@gmail.com) within
the time frame provided. Midterm exam is from 8.30-11.00 WIB and it should be received within
30 minutes (by 11.30). Late submission will receive mark “E”.
4. Each student must send his/her answer individually. Answers must be sent in pdf format. Please
write the name file name as follows: Class_Student Number_lecturer’s name
(Ex:PP191_1234567890_Elevita)

Question 1 (20%)

Nike debuts a groundbreaking new modesty swimsuit

By Evan Nicole Brown (12-10-19)

In 2017, Nike’s Pro Hijab first became available on the global

market. The moisture-wicking head covering made sports more
comfortable and accessible for competitive female Muslim
athletes, a group long overlooked by major athletic wear brands.
The winner of Fast Company‘s top design award that year, it has
gone on to be a hit: According to Morocco World News, sales of
the design rose 125% in the first quarter of 2019.
Now, Nike is releasing yet another garment for Muslim women:
a modesty swimsuit.
Technically the suit is made up of separate pieces: a hijab, a
tunic, and pants. “We love to design products for athletes,
[especially] when we see an underutilized part of the market, or
when people can’t participate in the area they want to participate
in,” says Martha Moore, creative director vice president at Nike,
via Skype call. “We were fortunate enough to travel to southeast
Asia, and do that thing that designers do: observe.”

Page 1 of 11
The exam question paper should be returned with the answer sheet!
 Moore and the rest of the Nike design team noticed that while they were used to seeing non-
Muslim and American women enjoying water activities in string bikinis and skin-tight one-pieces (in co-
ed pools and on public beaches), women in Southeast Asian and Middle Eastern countries had to swim in
women’s only pools since they had few modest swimwear options that provided full coverage.
Even when total-coverage, wetsuit-style bathing suits are available to women, there is the
additional concern that they don’t provide optimal mobility in the water. “When we did see people
swimming in Australia in full-modesty outfits, we learned from lifeguards that that’s who they are most
concerned about because of how heavy and layered they are . . . it becomes a dangerous issue, [they’re]
super heavy in the water,” Moore says. “We thought: What could we do to facilitate women swimming
for their whole lives as a daily habit? Then we went shopping and we saw lots of competitor products in
the marketplace, and the competitor products were the lowest common denominator of what is needed to
swim in the water: a long tunic top, some pants, and you’d have to wear your hijab. It was heavy, stretchy,
and clingy and pretty much not attractive from our perspective.”
Nike knew it wanted a suit that was aesthetically appropriate, but also lightweight and quick
drying. (Anyone who’s been in a soaking wetsuit knows how uncomfortable it is to sit in all day). So the
designers tried to create a full-coverage product, made up of a long-sleeve tunic, with a snug built-in hijab
and adjustable sports bra, and high-waisted pants that provided support—and a bit of glamour. “One of
the things we talk about in the Nike design is to learn, fail fast, and keep moving. We had a preconceived
notion that we could make the most amazing sleek [bodysuit] and make a version for a swim. That did not
answer or solve the problems of the consumer or the athletes we were going after,” Moore says.
Participants in the early design studies defined modesty not only as full coverage but more importantly,
relatively loose-fitting. A tight scuba suit, then, could no longer be the goal. “When we started to talk to
Muslim women around the world, it is about body-skimming, not body-conscious…so we had to start
over. It changed our fabric choice.”
Through several phases of consumer focus groups in places like Indonesia and the UAE, the design
team learned that preteen Muslim women stopped swimming around the time puberty began; culturally,
this is when they have to become more modest. With this in mind, the team decided to start sizing for the
suit at XXS to cater to younger, less developed females and continue up through XXL.
After the research phase, Nike created upward of 40 different samples of this modesty suit, which
is part of the Nike Victory Swim Collection. They also worked closely with Portland’s Muslim
community—near the company’s headquarters—to refine the previously-released Pro Hijab (which served
as a model for the suit) for the best possible fit. The most notable adjustment to the hijab is a handy pocket
(or “hair management system”) buried within, designed to functionally hold a long braid of hair so users
don’t have to use a swim cap to hold their mane in place underneath a hijab. “We had such great success
at the Rio Olympics with the Pro Hijab, so that was of course in the back of our minds,” Moore says. “We
knew we could extend that offering to women who wanted or chose that part of the cultural apparel. It
inspired us to look at what parts of the market have been underserved . . . we found a problem to solve.
How could we create a swimsuit for women so that they could have access to a sport they love forever?”
Water repellent fabric was a necessity, so Nike designers dreamed up a material ratio (70% nylon
and 30% spandex, the generic word for Lycra) that would move with a woman’s body, without clinging
to it. “We started from a material and fiber perspective, so we decided to start with nylon because nylon is
a hydrophobic yarn—that means it already hates water—instead of a traditional polyester that we would
use in swimwear . . . and it’s a four-way stretch,” Moore says. This knit is designed to have structure, yet
be as fluid as the water it moves through. And when water hits it, it slips off like a raincoat, thanks to a
water-repellent finish that allows it to remain damp, but not soaking wet.
“At key places in the suit, the water goes through the suit and comes through vents . . . the suit
[should] never bubble up, so we tried to eliminate this by allowing this water flow system to go through
the suit,” Moore says, adding: “It feels like you’re moving through the water and not being slowed down
by the water.” This venting system was inspired by real water-dwelling mammals and the way they use
advanced gill systems to maneuver through their natural habitats, like fish and sharks. Similarly, and in
line with the oceanic theme, the team attached “mermaid cuffs” in an iridescent purple Lycra on the inside
of the tunic’s sleeves and pant legs. These subtle yet noticeable details operate as fingerless gloves,
allowing divers to swim through the water without worrying about the suit moving around.
Though Muslim women were the primary focus group, Nike’s design team saw the creation of
this full-coverage modesty suit as an opportunity to cater to an even broader consumer base, like women
who may be looking for sun protection at the beach or a poolside outfit that helps obscure a post-pregnancy
belly a customer may not yet be comfortable with. “I think our approach to this is to consider this a training
suit for all women who have access to the joy of swimming every single day,” Moore says. “This is not an
elite performance suit, this is what you use to get in the water.”

Page 2 of 11
The exam question paper should be returned with the answer sheet!
 One premium version of the Victory Suit, which will likely cost between $600 and $650 and will
only come in a black and iridescent colorway, will feature the tunic with a built-in bra, the built-in hijab,
and the pants as one complete outfit. The second, more democratic version, will include all three elements
of the suit, but as separates—and will cost around $170 total. This version allows users to mix-and-match
sizes and colors. Both will be released on February 2, 2020. “This Victory Suit is pushing the boundaries
of design and innovation to solve a problem for women in the marketplace so they can have access to
water sports for their entire life,” Moore says. “It is about being able to move through the water [in a way]
you can enjoy and not having to stop when you’re a preteen because there’s nothing on the market that’s
beautiful.”

Source: https://www.fastcompany.com/90469445/inside-the-2020-campaign-messaging-war-thats-pelting-
our-phones-with-texts

Questions:
a. “We had such great success at the Rio Olympics with the Pro Hijab, so that was of course
in the back of our minds,” Moore says. What should be their approach to marketing
strategy if they are going to penetrate the Indonesian market? Explain. (10 points)
b. From the theory of learning process (classical conditioning, operant/instrumental
conditioning, and observational learning); which one do you think is the most suitable
to be used for your marketing strategy (related to question 1 above). Why? Give an
example. (10 points)

Question 2 (20%)

a. Perception is a three-stage process that translates raw stimuli into meaning. Explain the
Perceptual Process (the three-stage process of perception) that might happen to a college
student after seeing the Ad above. (10 points)
b. Based on the Ad above, explain the object, sign and interpretant. (10 points)

Page 3 of 11
The exam question paper should be returned with the answer sheet!
Question 3 (20%)

The paragraphs below are taken from the article:

https://www.nielsen.com/us/en/insights/article/2020/asian-consumers-are-rethinking-how-they-eat-
post-covid-19/

Asian Consumers Are Rethinking How They Eat Post COVID-19

Consumers across Asia have signaled their eating habits may change permanently once the world moves
beyond the impact of the novel coronavirus (COVID-19). In an exclusive Nielsen study of 11 Asian
markets, only Japanese consumers say they are less likely to change their eating habits as a result of the
global pandemic.

The study, the first in a wave of Nielsen explorations underway across 74 markets, indicates that
consumers in Chinese mainland, Hong Kong, South Korea, Malaysia and Vietnam will rethink and re-
prioritize the place eating at home has in their lives. In Chinese mainland, 86% said they would eat at
home more often than before the outbreak. In other markets, a similar trend was observed with 77% of
consumers in Hong Kong planning to eat at home more often than before the event, and in South Korea,
Malaysia and Vietnam, that number was 62%, respectively.

Further, the study found a high demand for more takeaway food and home deliveries of food, particularly
in Hong Kong, South Korea and Thailand. These markets epitomize “on-the-go” lifestyles and value the
convenience on-the-go food offerings bring.

The implications this will have on restaurants and other out-of-home businesses are clear, but the findings
will also affect the way retailers stock their stores to meet these emerging new levels of demand.

a. Consumers experience different kinds of motivational conflicts that can impact their
purchase decisions. Based on the article above: explain the possibility of motivational
conflicts that might arise in consumers decisions on choosing a place to eat. (10 points)
b. Explain the phenomenon of “Panic buying” during the Covid-19 situation using the
motivation theory and theory of needs! (10 points)

Question 4 (20%)

https://www.youtube.com/watch?v=Y_iCIISngdI (Nike what girls are made of)

https://www.youtube.com/watch?v=XjJQBjWYDTs (Always #like a girl)

https://www.youtube.com/watch?v=DnYEwLVS5j4 (Sasa Satu Nusa Satu Bangsa

Satukan Rasa)
Please watch the ads for Nike (what are girls made of version), Always (#like a girl version) and
Sasa (Satu Nusa, Satu Sasa, Satukan Bangsa) first. After watching the ads:
a. Explain the differences in gender/sex role expectations for women between Nike and Always
vs Sasa. (10 points)
b. Do you think every product should try to build up women’s confidence just like Nike and
Always? Or should marketer just use the common gender/sex role for women in each culture,
just like Sasa did? What are the advantages and disadvantages for each approach? Explain
your reasons. (10 points)

Page 4 of 11
The exam question paper should be returned with the answer sheet!
Question 5 (20%)

https://www.youtube.com/watch?v=viUwhsB00i8 (GoJek Cerdikiawan)

After watching the ad for GoJek (Cerdikiawan version), explain:

a. How customers’ lifestyles affect their purchase decision making (10 points)
b. How GoJek use psychographics to segment the market (10 points)

Good Luck and Godspeed

===000===

Page 5 of 11
The exam question paper should be returned with the answer sheet!
 SURAT PERNYATAAN KEJUJURAN AKADEMIK

Dalam ujian mata kuliah ini (Perilaku Konsumen),

Nama : Masyhuril Amri Bagaskara

NPM : 1906420465

Saya menyatakan dengan sejujurnya bahwa:

1. Saya tidak menerima dan atau tidak memberikan bantuan dalam bentuk apapun kepada
mahasiswa lain dalam mengerjakan soal ujian.
2. Saya tidak melakukan plagiasi atas pekerjaan orang lain dan mengakui nya sebagai pekerjaan
saya
3. Saya memahami bahwa segala tindakan kecurangan akan mendapatkan hukuman sesuai
dengan aturan akademik yang berlaku pada Fakultas Ekonomi dan Bisnis Universitas
Indonesia

Jakarta, 03/04/ 2020

(Masyhuril Amri Bagaskara)

Nama Lengkap

Page 6 of 11
The exam question paper should be returned with the answer sheet!
ANSWER

1. a) There are several approaches to marketing strategy that can be used by Nike to penetrate
the Indonesian market. In a nutshell, the Pro Hijab should be successful in the Indonesia
market since Indonesia is home to one of the biggest population of Muslims around the world.
Therefore, by implementing the correct strategy, Nike will find its way into the Indonesian
market. First, Nike should build awareness so that the Indonesian market is aware of the
product that Nike is selling. Nike can use endorsements and paid media advertising to raise
awareness about Pro Hijab where Nike can use Muslim women influencers that is can promote
the product and make the consumers want to buy the product. Aside from that, Nike should
have the correct market segmentation regarding the product in order for Pro Hijab to be
successful in Indonesia. Nike can use the market segmentation strategies where the company
targets its product only to specific groups of consumers rather than everybody, in the case of
Pro Hijab, that target should be Muslim women who wear hijab at any age. Segmenting the
market is not based on only age and gender, but there are also other dimensions to segment
the market such as family structure, social class & income, race & ethnicity, geography and
lifestyles. By defining these market segment dimensions, the company can identify a specific
market segment and develop specialized messages for those segments which can create
loyalty to the brand and product. Because of the increased loyalty, Nike will use the 80/20
rule where 20% of users account for 80% of total sales. Another way that Nike can segment
Indonesia market is through behavior and build relationships the brand and consumer that last
a lifetime. Nike can use relationship marketing to interact with consumers on a regular basis
and give them solid reasons to maintain a bond with the company. Therefore, consumers will
feel safe to use Pro Hijab because they have a special bond to the brand. Another form of
segmenting by behavior is to use big data by doing database marketing to track specific
consumers’ buying habits closely and deliver messages to the correct people. By doing so,
Nike can penetrate the Indonesia market and will be able to sell the Pro Hijab in Indonesia
successfully.

b) In my opinion, an observational learning is most suitable to be used for the company’s

marketing strategy in promoting Pro Hijab in Indonesia. Observational learning occurs when
we watch the actions of others and note the reinforcements they receive for their behavior.
People store their observations in their memory and use the information they received to guide
their own behavior. In the observational learning process, the first stage is attention where the
consumer focuses on a model’s behavior. Then, there is the retention where the consumer

Page 7 of 11
The exam question paper should be returned with the answer sheet!
 retains the behavior in memory. The third stage is production processes where the consumer
has the ability to perform the behavior. After that, a situation arises wherein the behavior is
useful to the consumer. This is the motivation stage. After the motivation stage comes the
observational learning where the consumer acquires and performs the behavior earlier
demonstrated by the model. In order for the observational learning process to occur, marketers
must meet the four conditions:
 The consumer’s attention must be directed to the appropriate model, whom, for
reasons of attractiveness, competence, status or similarity, he or she must want to
emulate
 The consumer must remember what the model says or does
 The consumer must convert this information into actions
 The consumer must be motivated to perform these actions

Therefore, Nike can use observational learning to promote Pro Hijab in Indonesia. Nike can use
endorsements like Indonesia influencers and brand ambassadors to promote Pro Hijab in
Indonesia. By using these influencers and brand ambassadors, people will see what the influencers
and brand ambassadors are wearing and how to wear it. Therefore, people will know about the
product and may want to buy the product.

2. a) In the perceptual process, there are three stages that make up for the process of perception
which are exposure, attention and interpretation. From the ad, it can be clearly seen that it is
an Ester-C campaign that states intelligent people consume Ester-C and that it discourages the
public to use N95 masks because it is not designed for public use but for laboratory use
instead.
In the first stage of the perceptual process, the exposure, occurs when a stimulus comes within
the range of someone’s sensory receptors. From the ad, it uses a lot of colors and large images
to stimulate people using sight as it sensory stimuli. When people see the ad, the eyes will
react to the stimuli and people will be exposed to the ad. When exposure has occurred, the
message that the ad wants to deliver will be delivered but the time that it is taken depends on
the people who are exposed to the ad. These people may choose whether they choose to
perceive or not and that may cause the delivery of the message. After the exposure has
occurred, the second stage of perceptual process will begin, the attention. Attention refers to
the extent to which processing activity is devoted to a particular stimulus. The ad uses multiple
stimulus selection factors to grab the attention of the people to see and read the ad. The ad
puts a large image for the product itself to inform the people about the ad and to grab their
attention. Also, the ad uses a large picture of a woman that looks like a medical staff gesturing
to stop using N95 mask. Another image that the ad puts that may grab the people’s attention

Page 8 of 11
The exam question paper should be returned with the answer sheet!
 is the certification that is put beside the product to ensure the people that the product is safe
and certified. Another factor that the ad used is color where it uses a bright color that
corresponds with the color of the product. The other factor that the ad uses is position where
the product is put at the front to make sure that the people sees the product while there are
texts put at the stating the benefits of the product and why the public shouldn’t use the N95
masks. The third stage is interpretation where it refers to the meanings that the ad assign to
sensory stimulus. From the ad, the marketers want to send a message that it is not necessary
for the public to wear the N95 masks because it should be used for laboratory purposes instead
of daily purposes. The ad wants to let people know that instead of wearing N95 masks, it is
better to purchase Ester-C Plus to boost their immunity so that they can be more immune to
the virus. The ad also says that intelligent people definitely improve their immunity and they
can do so by consuming Ester-C Plus.

b) From a semiotic perspective, there are three basic components in every marketing
messages. Those components are object, sign and interpretant. Object refer to the product that
is the focus of the message. The sign is the sensory image that represents the intended
meanings of the object. The interpretant is the meaning that we derive from the sign. Based
on the ad of Ester –C Plus, the object, sign and interpretant is as follows:
 Object : Ester-C Plus
 Sign : Medical staff and healthy people
 Interpretant : Smart people that is concerned with their health.

3. a) There are three kinds of motivational conflict that can impact purchase decisions. These
types of motivational conflict are approach-approach conflict, approach-avoidance conflict
and avoidance-avoidance conflict. In my opinion, the kind of motivational conflict that may
arise when choosing a place to eat will be approach-approach conflict. In an approach-
approach conflict, a person must choose between two desirable alternatives. A person is torn
between eating at home or going out to eat. Most people are recently changing their lifestyle
of eating out and choose to eat at home because of the pandemic. However, it is not easy to
change their lifestyle suddenly and a cognitive dissonance may occur. Cognitive dissonance
refers to the need people have for order and consistency in their lives and tension exists when
beliefs and behaviors conflict with one another. People who are used to eating out may
experience this because they are suddenly forced to eat at home which changes their daily
habits.

b) In the recent phenomenon of panic buying due to Covid-19 situation, there is a surge of
demand for basic product, masks, tissues, hand sanitizers, etc. People are panicking because
Page 9 of 11
The exam question paper should be returned with the answer sheet!
 they felt at risk and will have to stay home for a long period of time and worry that they will
run out of daily supplies. Therefore, panic buying occurs. This phenomenon can be explain
using Maslow’s Hierarchy of Needs. In Maslow’s hierarchy of needs, there is a fixed order of
development where people must attain a certain level before moving on to the next. In the
case of panic buying, there is a need for safety because everyone feel not safe due to the
current pandemic. They feel that they need to buy basic things in a large amount to make sure
that they have enough supply that will last through their quarantine days. They need to have
a feel of security and protection so that they won’t have to worry that they will run out of
supply. They want to feel safe at home. From a motivation theory perspective, there is a drive
theory where it focuses on biological needs that produce unpleasant states of arousal. The
arousal that the tension creates motivate people to reduce it and return it to its balanced state.
In the case of panic buying, people are concerned that the will run out of supply at home or
won’t be able to go out to buy their basic needs because of the virus. Therefore, there is panic
buying that is happening where people buy their basic needs in large amount to make sure
that they won’t have to worry that they will run out of supply during this pandemic.

4. a) The three video ads shows the different gender/sex role expectations for women. In the
Nike ad, women are encourage to be brave, strong and made of iron. Not weak, made of
flowers and made of gossip. The Nike shows that people stereotyped women as weak, full of
gossip, fragile etc. and Nike wants to change that by showing that women can also be strong
and brave. They are capable of doing what men can and there is no gap between men and
women. In the Always ad, it shows that women after their puberty has a low self-esteem and
that they worry that what they do is not like a girl. Therefore, there is a bias that girls are weak
and bad at sports because they are scared to be judged different. However, there should be no
problem that women should be able to do sport and have the correct form to do sports. They
should be proud to be a woman no matter what kind of bias that come at them. On the Sasa
Ad, the ad shows to adult women (emak-emak) that are fighting over food at a wedding. Sasa
pictured these adults as fierce and feisty, not as passive and quiet like a woman is typically
seen. However, the ad also shows that the adult women are selfish and hot-blooded which
may create a negative effect for adult women.

b) Not every product should try to build up women’s confidence but also not every product
should use common sex role for women in each culture. There are advantages and
disadvantages. For Nike and Always ads, the advantage of the ad is showing that women are
encouraged to speak up and change people’s perception that women can also be strong, brve
and sporty. The disadvantage of the ads is that not everyone may accept that women should
be as equal as men. By encouraging that women should be more masculine, there may be

Page 10 of 11
The exam question paper should be returned with the answer sheet!
 cases that they won’t be accepted because they are different from the stereotype. Therefore,
women are still forced to act like what the society wants them to. In the Sasa ad, the advantage
of the ad is that the ad shows adult women are fierce and feisty and they cans sometimes be
hot-blooded. This makes men to think twice before dealing or harassing these type of women.
However, the disadvantage from the ad is that the ad shows adult women as barbaric and
selfish because they are fighting over simple things. This may create a new stereotype that
women are selfish and dramatic. By using the common way, there may be women who are
different from a certain stereotype that may become a victim of the said stereotype.

5. a) Gojek’s ad shows that people have different lifestyle and different things to do in their daily
lives. A consumer’s lifestyle have an effect on their purchase decision making where there is
a relationship between person, product and setting that creates a lifestyle. From a lifestyle
marketing perspective, it recogniszes that people sort themselves into groups on the basis of
the things they like to do, how they like to spend their leisure time and how they choose to
spend their disposable income. A lifestyle is an identity. The goal of lifestyle marketing is to
allow consumers to pursue their chosen wats to enjot their lives and express their social
identities. Therefore, the key aspect of this strategy is to focus on people who use products in
desirable social setting. From the consumption style, the three components will create a
lifestyle that will affect the purchase decision making.

b) To segment the market, Gojek uses psychographics as follows:

 People who have a modern but simple lifestyle
 People who have a busy schedule
 People who wants to have everything in express
 People who likes to use public transportation
 People who wants everything to be practical and efficient

By defining the correct psychographics, Gojek can define the correct market segment and
be able to compete in the market. With their tagline #PastiAdaJalan, they create an identity
where consumers will feel that there is always a way to get what they want using Gojek.

Page 11 of 11
The exam question paper should be returned with the answer sheet!