UNIVERSITY OF GUJRAT

Semester Spring 2021- Mid Term Examination (Online)

Course Code: MKT-432 Course Title: Consumer Behavior

Time Allowed: 90 Minutes Marks: 25

Name: ----------------------------------- Roll #: -----------------------------------------

SUBJECTIVE

Q # 1: Is there likely to be a difference in the personality of Pakistani individuals who readily purchase
foreign-made products and those who prefer Pakistan-made products? If yes, identify and explain the
personality trait(s) that best illustrate(s) this difference?

(02.5 Marks)

Q # 2: This Dasani advertisement is promoting its water by using the

tagline “Can’t live without it”. Identify and explain, which level from
Maslow’s hierarchy of needs theory has been used in this
advertisement in order to influence the consumer behavior. (02.5 Marks)

(02.5 Marks)

Q # 3: Mr. Ali is launching an upcoming cab service named Drive safe. In order to remain
competitive, he first gathered information on existing cab services and changing customer
preferences using both primary and secondary sources of data and then incorporated those findings
into his operations. To cater the customer’s need for safety and speed, he installed GPS systems in all
cabs to track and trace their movements. In addition, to facilitate the fare payment, he introduced a
“Drive Safe Cool Card”. As soon as the services were launched, they were a grand success. Identify
and explain the marketing concept that helped the company to succeed? (02.5 Marks)

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Q # 4: Some marketers consider benefit segmentation as the segmentation approach most consistent
with the marketing concept. Do you agree or disagree with this view? Why? (02.5 Marks)

Q # 5: The Gillette Company, which produces the highly successful MACH3 shaving blade, also
offers a clear gel antiperspirant and deodorant for men. Identify and explain the perceived risks
associated with the purchase of this new product? (02.5 Marks)

Q # 6: Identify and explain on what levels the following brands have positioned their products: (a)
ABC fast-food restaurant chain position itself as “the provider of cheap meals” (b) Whirlpool
positioned its washing machines as having “the power to get more done.” Comment on the
desirability of these different levels of brand positioning?

(02.5 Marks)

Q # 7: Barclays is a leading UK-based bank with global operations. In order to build right relationship
with the right customers, it undertook customer portfolio analysis to identify which retail segments
were most loyal and profitable. The analysis found that customers within the 25–35year age group,
who were professionally employed, who had a mortgage and/or credit-card product were the bank’s
most profitable and loyal customers. Barclays decided to establish long term relationships with these
strategically significant customers and hence developed a strong network of suppliers, investors and
employees to deliver the desired value proposition to these customers. Identify which customer
relationship group is being represented by these customers? Describe why is it essential for Barclays
to retain these customers?
(02.5 Marks)

Q # 8: Assume that Gillette has introduced a new line of shaving products for men. How can the
company use stimulus generalization to market these products?

(02.5 Marks)

Q # 9: Apple Computer once bought all the advertising space in an issue of Newsweek magazine to
ensure that readers would note its advertisements. Identify and explain the problem that concerned the
advertisers of Apple company, which is why they undertook such a costly promotion. What other
cheap method(s) marketers can use to cut through the advertising clutter and ensure that consumers
note their advertisements? (02.5 Marks)

Q # 10: How can a marketer of perfume use research findings that indicate a target market consists
primarily of inner-directed or other-directed consumers? (02.5 Marks)