INDEPENDENT UNIVERSITY, BANGLADESH

School of Business
MBA Program
Summer– 2021

Course: MKT 541 (Consumer Behavior)

ASSIGNMENT

Submitted By : Tanni Barua

Id:1930978
Submitted To : Prof. Abu Naser Ahmed Ishtiaque
How the clothing a person wears at different times or for different occasions is influenced
by customs.

Clothing is one of our primary requirement that we all need to survive. It is something that
portray your Image and a lot about you and how you feel about your appearance. Clothing is an
expression and personality of a culture that reflected the customs values and belief of a nation.
The clothing between one region is totally different from another, which is influenced by the
surrounding of environment. The way one’s culture is various from another one same way thier
customs, habits, ways of life is also different.

Every culture has its own unique clothing style. The styles reveal about the people’s customs and
beliefs in different occasions .First of all I would like to talk about our religious occasions. And
our culture is known by four main religions-Islam, Hinduism, Buddhism and Christian. On Eid
ul adha celebration muslim girls are wearing Salwar kamiz and boys are wearing Punjabi. On the
other hand in Durga puja hindu people’s are wearing colourful cloths and in the day of astami
women’s are wearing wide lace vermillion red and white combination saree’s and men prefer to
wear dhuti and Punjabi. But Christian people are totally different from them. In their biggest
occasion Christmas celebration they wear party gawn and suits.

Another big occasion of our Bengali culture is wedding ceremony. It includes many rituals and
ceremonies that is ongoing several days. Although Muslim and Hindu marriages have their
distinctive religious rituals, there are many common Bengali rituals in weddings across both
West Bengal and Bangladesh. Bengali weddings are traditionally in four parts: the bride's gaye
holud, the groom's gaye holud, the wedding ceremony, and the reception. These often take place
on separate days. In Gaye holud both bride and groom wear yellow shaded outfits on the other
hand in wedding days both wear vibrant red lehenga and sherwani’s. And Reception days both
bride and groom wear formal outfit.

As well as we have so many national days such as pohela boishakh, pohela falgun,
Ekushey February and victory day. The first day of Bangla year is called pahela Baishakh. All
over the country celebrate this day to mark the beginning of the 1st day of Bangla New Year.
People take panta rice with dried pepper. The day is celebrated with traditional festivities across
the country. Peoples are wearing colourful outfits on day following west Bengal. On the other
hand  Pohela Falgun encourages the blending of colours, and this is the time when the essence of
nature blossoms. Falgun attires are predominantly traditional, with women having more liberty
when it comes to experimenting by adding floral ornaments such as tiaras or bangles made of
eye-catching flowers. But when we imagine about falgun the colour came in our mind that is
yellow. Some prefer to wear terracotta jewellery, while others stand out in silver trinkets with a
popular tarnished look.

Every independent country on the world map has a unique flag representing the values of the
country. Similarly Bangladesh's flag, resplendent in the colours of red and green and people
celebrating this day wearing red and green outfits. On the other hand remembering the language
martyrs in the month of International Mother Language Day - the 21st of February our countries
so many brands introducing various kinds of outfits based on black and white.
Summarize an episode of a television series that you watched recently. How the
program transmitted cultural beliefs, values, and customs.
I want to talk about a brilliant series that is based on Indian music.Directed by Anand
Tiwari and Amritpal Singh Bindra,It shows the clash between contrasting worlds of
Indian classical and pop music before weaving in other issues like family feuds,
generation gap, suppression of women, talent vs beauty, choosing between popularity,
money and loyalty.
Here mumbai girl Tamanna is following her goal to became success as a pop singer has two
weeks to make a track that would create lots of views through online cause she make a deal with
a music company and they thought that her music knowledge should be better.And that is the
reason why she wanted to make a fresh track. Then she thought she need some relax as well as a
new singer to make a duet song and she lands up in Jodhpur with lots of hope and inspiration and
her father is the only one to encourages her to plan a concert and give a sound as a rouch
performance. Radhe Singh Rathod who is present at the pop concert is instantly struck by the
internet star's energy and confidence. On the other hand Radhe is a grandson of the famous
singer Pandit Radhemohan Rathod who is old-fashioned and he don’t like to work on this kind of
platforms and when Radhe asked for him to do something different with music he refuses to
trade on his house reputation and relies on the support of Jodhpur’s royalty to stay afloat.

While Radhe’s family is facing major financial problem, the burden of Rathod’s legacy is borne
by the very talented Radhe who wants to impress his grandfather by meeting his high standards.
However, Tamanna recognises Radhe's talent and offers him to join her group where he
immediately get fame. Then they make a group named as a Bandish Bandits which is the movie
tittle. As Radhe says yes to the collaboration without knowing his family, he faces several
fluctuations in his life and his bonding with Tamanna as well as his own family members.The
bond While Tamanna is aspirant and career-oriented, Radhe is someone who has his family's
musical tradition to protect and carry forward and his goal is get dhaga from pandit ji. They
come from two opposing worlds and often struggle with finding a common ground when
working together.

Tamanna shares a lovely professional relationship with Arghya who not only manages to bring
her some exciting work opportunities but also keeps her sane every time she loses her bearings.
Kabir Radhe's lively, fun-loving friend is a welcome distraction throughout the series. One of the
most striking characters is Radhe's mother Mohini who seems like a silent homemaker and
spectator but turns out to be one of the strongest women in the Series.Who help radhe later to
achieve his goals

The plot does have its share of plus and minus points, but the musical score by Shankar-Ehsaan-
Loy manages to strike a chord. The interesting mix of Indian classical with peppy rhythms is
worthy of an applause. The songs are rendered by an array of classical vocalists and playback
singers ranging from Dhananjay Mhaskar, Pandit Ajoy Chakraborty and Mame Khan and to
Javed Ali,Jonita Gandhi and Shivam Mahadevan.
Indian classical music has a strong claim as one of the world’s oldest living musical traditions
and in this series they showed it perfectly.

Here shot on location in Rajasthan and Mumbai, the series opens in Jodhpur, in the ‘aangan’ of a
big haveli, where Sangeet Samrat Rathod is holding a class. By this we can know about the
rajasthani cultures and their vintage kinda building. And pandit ji the crusty custodian of his
‘gharana’, and one of those formidable teachers of Hindustani classical who demand, and
receive, absolute discipline. they despite failing hearing, inevitable with ageing, his word is law:
even his family, including his grandson Radhe Mohan, also one of his most able ‘shishyas’,
addresses him as Panditji. His nature remind us of our grand parents who love us and how the
same way they ruling as a main person of our home. And one more thing that comes with our
bengali culture is that we always choose a profession from a young age for the boys and girls of
our house that is continuing from the very beginning and it is happening in this series and series
one of the lead role Radhe wanted to became music emperor like as her grandfather.

The financial pressure on the eldest son of the house we can see all the time in our society. Same
way put his family out of the financial misery, Radhe joins Tamanna for commercial music
production. You cannot deny the fact that there are instances in life wherein you have to make
choices based on your background and also do something which you never thought would end up
doing. Life throws you lemons, don’t make lemonade be creative and make Lemon Tea.

Here we can see how our traditional thought stop us to doing something new ,However, it’s
worth mentioning that the show does manage to break some gender stereotypes. In middle we
know about that Radhe’s mother was also a good singer but after marriage she have to leave her
music for family and we also see in our culture our that mothers to sacrifice their life for family
but we have a female protagonist who rides bikes, fixes car engines and makes music. That
means our society is changing and girl’s are getting independent and taking their decision by
their own. Tamanna is beauty, brain and brawn, yet seemingly breaks through all such labels.
And then we have a shy male protagonist, who for a change can hold his ground. He is gentle,
yet not passive or impressionable.
You are the marketing vice president of a large soft-drink company. Your company’s
advertising agency is in the process of negotiating a contract to employ a superstar female
singer to promote your product. Which reference group factors that you would consider
before the celebrity is hired?Discuss the reference group factors that you would raise
before the celebrity is hired.
Generally, the reference group factors that you would raise before the celebrity is hired is
credibility of a celebrity,consumers judge the credibility of a celebrity endorsement in terms of
the celebrity’s perceived expertise in the specific product category and her general
trustworthiness. Before the celebrity is hired, the company and its advertising agency must
evaluate her image and behavior off stage, and the impact it is likely to have on the company’s
name

Before hiring a female superstar singer, it is necessary to consider a few factors to maximise
the effectiveness of the promotional campaign.
Brand Identity – Every brand has its own identity. It has a particular image in the minds of its
loyal consumers. Therefore, it is imperative to ascertain that the identity of the celebrity does not
clash with the identity of the brand. A celebrity with a conflicting image will not do well as an
endorser of your brand.

Celebrity image – Just having a large number of social media followers is not sufficient. It is also
important to see the reputation that a celebrity holds in the eyes of the consumers. A celebrity
with a respectable position in society will reach and convince a larger section of the market.
Consumers may be skeptical of accepting an endorsement from a celebrity that has recently been
involved in a controversy.

Social media activity – Social media activity comprises of several factors. It is not only about the
number of followers, but also the sites on which the celebrity has maximum presence. If the
target audience is young then it is a good choice to hire a celebrity with a great Instagram
presence as it is a more visually oriented site that mainly targets the younger audience.

Engagement – Social media can also become a two-way engagement medium. An influencer
who regularly interacts with his followers and responds to their queries has a better chance of
being heard.

Past Endorsements – It is important to research the effectiveness of the celebrity’s past

endorsements. This enables the company to understand how the influencer performed in his past
efforts and they can adjust their expectations accordingly.

Social media is an important advertising medium for any business. Therefore, it is important to
create the right strategy for effective advertising of the product:
Consumer engagement – Engaging with consumers is extremely important to increase the
popularity of the brand. Highly engaged customers are more inclined to buy your product and
increase its word-of-mouth publicity. This can be done by letting consumers comment and talk
about the brand on social media, while also expressing their views and recommendations. By
utilizing this approach, the company can make the consumers a part of their campaign which will
also build trust and intimacy between the customers and the brand.

Demographics – It is essential to understand the target consumers before implementing any

social media strategy. For maximum engagement, the social media campaign must be directed
towards the section that is most likely to purchase your product. Hence it is important to
segregate your audience based on age, location, behaviours, and interests before implementing
the campaign.

Conduct an audit – Before implementing a social media campaign it is necessary to analyse your
current social networks. It is necessary to compare your social media popularity against your
competitors and identify the pain points and rectify it. It is also beneficial to understand which
social media site is most suitable for the product and accordingly allocate resources to maximise
effectiveness.

Data Tracking – The success of a social media campaign is not limited to its execution. It is also
important to understand how customers respond to it. Consumer trends are always changing and
it is necessary to modify the campaign accordingly to adapt to the changing behaviours of the
consumers.

A) Calculate the scores for brands B and C. Which brand would this consumer likely
choose?
b) Which brand is this consumer least likely to purchase? Discuss two ways the marketer of
this brand can enhance consumer attitudes toward purchasing its brand.
Weighted score for Brand A = (0.2*4 + 0.5*6 + 0.1*5 + 0.2*4)

= 5.1

Weighted score for Brand B = (0.2*6 + 0.5*3 + 0.1*5 + 0.2*6)

= 4.4

Weighted score for Brand C = (0.2*2 + 0.5*7 + 0.1*4 + 0.2*7)

= 5.7

Brand C should likely be selected based on the Score.

B)Brand B should be the least likely selected brand based on the low score and in order to
improve the score, the memory attribute of the brand needs to be made better which will increase
the overall score of the same. Brand B have to believe their customer that other attributes such as
Size, warranty and price they are better and another thing they can add is they will add more
colours and features that consumer consider as an attribute as well as consumer take it as a
important feature