Trimester: July -September 2021 Examination: End Term Examination

Programme code: Trimester: IV

Class: SY/
Programme: Marketing A (SVU 2021)
Name of the
Name of the Constituent College: department/Section/Center:
K. J. Somaiya Institute of Management Marketing Management &
International Business
Name of the Course: Market Research
Course Code: 117P01S411

Maximum Marks: 50 Date: 4th Oct 2021

Notes:
1. Question No. 1 and Q2 is compulsory.
2. Answer any 1 question from Question 3.

Question Max.
No. Marks
Q1 Consumer behaviors are settling into a new normal, as people everywhere 20
learn to live with the reality of COVID-19. To understand the impact of
COVID-19 on shopping behavior a research was conducted among the four
metros of India among a sample of 750 respondents. Consumers were asked
to respond to a set of 11 statements pertaining to shopping behavior.
Consumers were asked to indicate their agreement on a scale of 1 to 5 (5 =
strongly agree).

a. Attached are outputs of a specific multivariate analysis. Go through

the output and answer the following questions
b. What multivariate analysis has been used and why? What are your
interpretations?
c. A new direct to consumer brand operating in the beverage space
(fermented iced tea) is wondering who will be its ideal segment From
the present analysis what is your recommendation?

Cluster Cluster Cluster 3

1 2

Shifting to online shopping due to pandemic 2 4 5

was easy

I prefer Online shopping for organic and 3 5 3

sustainable goods
While I shop online, I continue to prefer
offline
5 3 1

OP/10/QMS-1.1/Question Paper/Ver-1.1/ 2021-22

 I shifted to online shopping for essential items 5 3 4
like food and grocery
3 3 5
I look forward to the sale season and discounts

Online shopping is an adopted behaviour for 5 3 1

me

I shop for specific items and don’t indulge in 3 5 2

impulse purchase too much

I have helped many of my family members 2 4 5

adopt online shopping

I keep searching for new trends while 2 3 5

shopping online
I plan to be a more conscious consumer from
now on and don’t want to waste my time on 2 5 3
unnecessary shopping
I shop for all categories like apparels, skincare,
1 3 5
books, shoes etc online
I shop for exclusive direct-to-consumer brands
2 5 3
online irrespective of their price

Cluster 1 Cluster 2 Cluster 3

Age 60% above 45 40% 25-40 years 42% less than 30
years of age years
Income High High Medium
Impact of Covid Mostly stayed at Focus on health Diet and nutrition
home, focus on and fitness, high focus and some
home remedies awareness of exercise
nutritional
supplements
Fitness Yoga, walks CultFit, Online Dance, gyms,
Zumba, Cycling, aerobics
Running
Social Media Mostly Facebook Instagram, Instagram,
LinkedIn Snapchat,
Food All home made Home cooked, Fastfood, all types
food preferred organic food of cuisines
preference, fresh
and local
New Products Mostly grocery Skin care, Apparels,
purchased in last items Beverages, electronics, shoes,
6 months Organic food cosmetics

Q2 A known Skincare player which has always relied on celebrity endorsements

OP/10/QMS-1.1/Question Paper/Ver-1.1/ 2021-22

 for its brands is wondering whether to engage with influencers on social 20
marks
media platforms to drive engagement. Influencer marketing focuses on using
key leaders to drive the brand’s message to a larger market. A lot of brands
now believe that conventional digital marketing no longer works. A study
conducted in 2020 reported that 66 percent of customers are overwhelmed by
too many online marketing messages, and 20 percent of consumers would
boycott a brand because of excessive ads. Smart brands are combating this by
using influencer marketing to create an ongoing conversation with consumers,
recognizing that they are influenced by different people, at different times, in
different ways. However, is Influencer marketing all hype or is it hope of a
new way of reaching out to consumers?

A study was conducted among 275 millennials in the age group of 18-25 to
understand their perception regarding Influencers. The study was not focused
on any brands or sectors. Rather the objective was to understand what they
thought of influencers. 16 statements were part of the research. Go through
the data and apply suitable technique to help a marketer of the skin care
company decide whether it should engage in Influencer marketing.

Specifically, the head of marketing wants to know the following:

1. What are the key perceptions that consumers have of influencers?
Label the dimensions appropriately.
2. What are the important drivers that will make consumers follow
influencers? (Refer to regression output for this)
3. Based on the output what would you recommend to the skincare brand
regarding type of influencers that should be engaged with?

OP/10/QMS-1.1/Question Paper/Ver-1.1/ 2021-22

 Rotated Component Matrixa

Component
I believe Influencers
keep me up-to-date 1.761 2 3 4 5.329
Influencers
communicate in easy, .736
understandable way
Influencer gives quick
.728
access to information
Influencers sound
authentic when they talk .654 .340
about specific brands
I like to follow
influencers who have .881
massive following
I keep track of popularity
of influencers on social .791
media platforms
I follow influencers that
.739
my friends follow
Influencers are a
source of inspiration .786
and they motivate me
I look upto influencers
.767
due to their expertise
Over time I find the
infleuncer is like a role .707
model for me
Influencers are
.825
trustworthy
Influencers are experts
.796
in their fields
Influencers give honest
.688
reccomendations
A fit bteween influencer
and product category is .846
important
Certain product
categories are more .382 .737
suited for influencers

Extraction
a. Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Rotation converged in 6 iterations.

Model Summary

1 .684a .468 Adjusted

.442 Std. Error of
.544
Model R R Square R Square the Estimate
a.

Predictors: (Constant), Factor 5, Factor 4, Factor 3,

Factor 2, Factor 1

OP/10/QMS-1.1/Question Paper/Ver-1.1/ 2021-22

 Coefficientsa

Unstandardized Standardized
Coefficients Coefficients
1 (Constant) 2.318 .052 44.670 .000
Model B Std. Error Beta t Sig.
Factor 1 .283 .052 .389 5.432 .000
Factor 2 .120 .052 .164 2.297 .024
Factor 3 .189 .052 .260 3.628 .000
Factor 4 .321 .052 .440 6.151 .000
Factor 5 .123 .052 .169 2.356 .020
a.

Dependent Variable: I am willing to continue following influencers in the future as

well

Q3 Attempt any 1 10
marks
1. With suitable example explain the application of Discriminant
Analysis
2. Under what situation do we conduct conjoint analysis? How do
utilities help us?
3. Explain advertising testing
4. What is neuro marketing and why is it gaining importance?

******The End ******

OP/10/QMS-1.1/Question Paper/Ver-1.1/ 2021-22