COMSATS University Islamabad

Sahiwal Campus
(Department of Management Sciences)
Course Title: Consumer Behaviour Course Code: MGT510 Credit Hours:
Course Instructor: Muhammad Ans Ramzan Programme Name: Bachelor of Science in Bus. Admin.
Semester: Batch: Section: Date:
Time Allowed: Maximum Marks: 20
Student’s Name: M Mubeen Riaz Reg. No. CUI/ FA17-BBA-077
Important Instructions / Guidelines:
Read the question paper carefully and answer the questions according to their statements.
Mobile phones are not allowed. Calculators must not have any data/equations etc. in their memory.

Sessional-I Examination Fall-2020

Q # 1.
In this case study Ash use good approach and try to change product and do something
betterment. Ash directly change the product packaging. Ash use the better approach but she directly
changed the product packing. He miss the previous process of consumer targeting. When we target
consumer so, we identify the segmentation which we target. Then he decides the product price and
then comes to product packing.

Q # 2.

Ash approaches not increase the sale because he is not targeting the proper segmentation, product
price, he works directly product packaging. Ash use the proper process of consumer targeting, like first
do segmentation, then set pricing according to their segmentation then decided what product quality
and packaging. In this case Ash work cosmetic business, Ash targeting only females also targets the
male.

Q # 3.

Market myopia means to identify the consumer need set. like what you are consumer needs, what you
are consumer willing to pay your products like financial need. In market myopia companies focus on
their consumer needs short term growth.

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