Class Test (Assignment No.

3) (20 Marks)

Note – This test comprises of 6 questions carrying separate marks each. Some questions might have
multiple options as answers, you can choose options that best suit your understanding. No negative
marking for wrong answers. Kindly give justifications to every answer you choose. Equal weightage
for right answers with justifications. Highlight your answers in yellow/grey colour for each question.

1) A brand named “Refresh” facial tissues is doing good in urban areas but is struggling in sales
in the rural areas. The brand has taken a conscious decision to do research but is confused at
the onset as to what research should they be taking for getting an idea to be able to penetrate
in the rural sector. Which research option should they be evaluating? [3 Marks]
a) Qualitative Research
b) Quantitative Research
c) First Qualitative then Quantitative
d) First Quantitative then Qualitative.
Justification – The brand name “Refresh” should evaluate the qualitative research method. it helps to
get an in-depth understanding of the audience in the rural sector. This method will help in
understanding the insights of the audience and the pain points to focus on. This technique will help in
conducting interviews, surveys, etc. with the customer group. by using this method of research the
confusion regarding how to penetrate the rural market will be removed and it will help to get more
about the target audience.

2) A buyer getting influenced under his own assumptions about the Brand, choosing not to buy
any product of the Brand, is categorized under which factor which influences Consumer
Behaviour? [2 Marks]
a) Personal Factors
b) Social factors
c) Psychological Factors
d) Economic Factors
Justification – Psychological factors helps to know the attitude and perception of buyer towards the
products and brand marketing.some of psychological factors include motivation, perception, learning
and beliefs.consumer perception plays vital role as it is a process through which individual selects,
organise and interpret the information to draw a meaning conclusion. In this case psychological
factors will influence the consumer behaviour to decide whether to buy the product or not. so when a
buyer has its own assumptions of brands he is likely to have a psychological factor affecting his
thinking and decision.

3) Which of the factors affects the Consumer Behaviour the most if there is a nation-wide call in
banning products coming from a particular country and then promoting local products? [2
Marks]
a) Economic conditions
b) Purchasing Power
c) Group influence
d) Personal preferences
Justification – Group influence factor takes into consideration the behaviour of customer segment at
large i.e nation wise. so the group influence factor will affect the consumer behaviour the most. in this
neighbor, family members and people in the society are included and it will impact this. So in this
case where a nationwide call is made to ban the product the group influences, i.e group reactions, the
psychological factor will play a vital role in arriving at the conclusion.

4) Aditya is a businessman who has a peculiar choice when it comes to buying items related to
home décor. For him there are no budget constraints, but he is very colour and brand
conscious when it comes to buying items. He does not prefer online shopping. What buyer
persona is he categorized under? [4 Marks]
a) High net individual, age between 20-25 years, living in Tier 1 cities only
b) Middle class professional, age between 40-45, living in Tier 1 cities only
c) High net individual, age between 30-40 years, living in Tier 1 & 2 cities
d) Middle class professional, age between 30-40 years living in Tier 2 cities only
Justification – Aditya may fall in the buyer persona category of either b or c.
B because he can be a middle class professional under the age group between 40-45. where people
under this category don't tend to prefer online shopping whereas prefer to make purchase of items by
personally visiting the store. People living in tier 1 are financially capable so they tend to have good
purchasing power and less of budget constraints. so in this case aditya can fall under this category.
C because aditya can be identified to be a high net individual living in tier 1 and tier 2 cities where
budget or purchasing power wouldn't be a barrier for him. also being in the age group of 30-40 he
might not prefer online shopping.

5) For an Entertainment theme park named “Bollywood Tarana”, what is the consumer
behaviour segmentation of a large family of 10 members who are seeking to spend a weekend
there in the months of summer vacation? [3 Marks]
a) Occasion of timing based
b) Brand loyalty status
c) Benefits sought
d) Usage rate
Justification – The consumer behaviour segmentation of the above mentioned family can be done on
the basis of occasion of timing based. Occasion timing based can be split up into universal occasions,
rare personal occasions and recurring personal occasions. So by referring to the question above we
can come to the conclusion that going to an entertainment park named bollywood tarana on weekend
of summer vacation, falls under the occasion timing based- recurring personal occasion.

6) For a Japanese restaurant named “Konbanwa”, located in a business district like BKC, what
will be the buyer persona of customers visiting the restaurants in the evenings on weekdays
(from Monday to Friday)? Also, what will be the buyer persona of customers visiting this
restaurant over the weekends in the evenings.
Buyer persona can include pointers like – demographics (age, gender, location), interests,
spend capacity, working/non-working population, family/business population etc. [6 Marks]
(Give a long descriptive answer)
1. For working people, usually most of them refer to visiting the restaurant on weekends with
their families to relax from their workloads all week.
2. For non-working people, which includes students, they tend to hangout all day of week to
chill and relax.
3. People who get new jobs or promotions tend to celebrate it on weekdays.
4. The chances of high classed retired people are on weekdays or weekends, so for them day is
not a concern.
5. Occasions like anniversary, birthdays can come on any day i.e, weekday or weekend.
6. It is also seen that working people tend to go with their colleagues to chill on weekdays or
with some business purpose as well.
7. For the high class business purpose, people tend to meet in restaurants to finalise their
business deals.
8. Spending capacity varies from person to person. a person going with friends tends to spend
less as they contribute between them. whereas people going with family tend to spend more.
9. People to celebrate their reunions, bachelor parties, etc tend to organise in good restaurants
with more spendings.
10. When someone is searching for a job and they want to do some reference with their friends
who are high class, then they end up visiting restaurants.