Mid Term Exam (Take-Home) Fall - 2020

Student Name: Reg. ID:

Program: Instructor: Dr. Hasan Zahid /
Zahid Iqbal / Umer Ahrar
Subject: Consumer Behavior Max. Marks: 25

Q. No. 1 2 3 4 5
Total Marks 6 5 4 4 6
Obtained Marks

Department of Business Administration

Please follow the instructions carefully:

1. Write your answers in a Word file.
2. Write your name and registration ID on the first page of your Word file.
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5. Use 12 pt. font size and Times New Roman font along with 1-inch page margins.
6. Follow the requirements of the word limit and the marking criteria while writing your
answers.
7. Provide relevant, original and conceptual answers, as this exam aims to test your
ability to examine, explain, modify or develop concepts discussed in class.
8. Do not copy answers from the internet or other sources. The plagiarism of your answers
may be checked through Turnitin.
9. Recheck your answers before the submission on Blackboard to correct any content or
language related errors.
10. Double check your word file before uploading it on Blackboard to ensure that you have
uploaded the correct file with your answers.
Question. 1(a)
Collect a sample of three Ads that appeal to Instrumental Conditioning.
What conditioning is being communicated in each ad and how is this done? (Between 50-100
words for each ad) (5 Marks)

Ad 1 Link:

Ad 2 Link:

Ad 3 Link:

Question. 1(b)
Is instrumental conditining an effective approach to designing a marketing communication? (50-
100 words) (1 Mark)

Question # 2.
Technology has important effects on business operations. No matter the size of your enterprise,
technology has both tangible and intangible benefits. How have changes in technology
contributed to the globalization of markets and production? Would the globalization of
production and markets have been possible without these technological changes? Also discuss
various socio-technical marketing strategies that influence consumer behavior to increase the
adoption behavior? Come up with 2 examples (150-200 words) (5 Marks)

Question # 3

Look at the above advertisement and answer the following:

i) Is this Ad an attention grabber? Why? (50 words) (2 marks)

ii) Who is the target market in terms of age, group and lifestyle? (80-100 words)
(2 marks)

Question # 4

A market entry strategy is the planned method of delivering goods or services to a

target market and distributing them there. Once a firm decides to enter a foreign market, the
question arises as to the best mode of entry. Explain advantages and disadvantages of different
entry modes that Marketers must need to consider when enter the foreign market. Use critical
approach to address the issues. (150-200 words) (4 Marks)

Question # 5.
Case Study
Martin Incorporation was involved in the cosmetics and perfume business. The company was
following the product concept of marketing and catered only to their existing customers, while
paying no attention to the changing needs and demands of the consumers.A marketing graduate,
named Ash, joined the company and advised the company about necessary changes that must be
made in the product on the basis of changing taste and preferences of consumers to successfully
sell the company`s products.Mr. Ash modernized the products and spent about 30 lakhs on
packaging etc. on the basis of relevant income and social factors that affect the consumers.The
product manager and assistant manager were not happy with the efforts made by Mr. Ash as even
after 6 months of implementation of suggested changes the company was not able to achieve
effective growth in sales.The product manager and Assistant manager were of the opinion that
although some progress was made by Mr. Ash, yet many important factors affecting consumer
behavior were also neglected by him.
a- Is income the only factor that affects consumer? Explain couple of other factors that affect
a consumer buying decision? (250-300 words) (4 marks)

b- Develop three consumer types in term of below for Martin Inc. Perfumes (2 marks)
- Age
- Gender
- Life Style
- Occupation