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Enrolment No:

UNIVERSITY OF PETROLEUM & ENERGY STUDIES

Mid Semester Examination (Online) – March/April 2022

Program: BBA LLB (B-2 & B-3) Semester: II

Subject/Course: CBMR Max. Marks: 50
Course Code: MKTG2002 Duration: 2 Hours

IMPORTANT INSTRUCTIONS

1. All questions are compulsory.

2. The student must write his/her name and enrolment no. in the space designated above.
3. The questions have to be answered in this MS Word document.
4. After attempting the questions in this document, the student has to upload this MS Word document on
Blackboard.
5. Students are expected to include relevant and suitable examples in their answers.

Q. No Questions Marks COs

‘Consumer Perception is the base for their decision-making.’ Substantiate
1 this statement. 10 1

Explain consumers behaviour toward:

(a) Clothing
2 (b) pursuit of leisure 10 3
(c) fashion
(d) Savings

Why are consumer needs and goals constantly changing? What factors
3 influence the creation of new goals? Discuss. 10 2

With the help of suitable examples, explain how personality and lifestyle
4 influences consumer buying Behaviour. 10 2

Suppose you are the marketing manager of a shoe manufacturing

5 company. Your company has launched a new shoe range with the latest 10 4
design. How will you determine the segment of the market? Explain.

ANSWERS
ANS 1 Consumer perception in consumer behavious means markrting concept that surrounds
customer’s impression, awareness about a company or offerings It relates to a customer's
impression of your company. he customer gathers information about a product and interprets it to
create a meaningful image of that thing. Customer perception is the term for this. A customer's
impression of a product is formed when they see commercials, promotions, customer reviews,
social media feedback, and so on.
When a customer sees or learns about a particular product, the entire process of customer
perception begins. This cycle repeats itself until the consumer develops an opinion about the
product. This procedure entails: Sensing, Reacting, Organizing
Every action taken by a company has an impact on how its customers view it. Everything effects
customer impression, including how items are exhibited in a store, your brand's colours and
shapes, the ads you produce, and the discounts you offer. For example, Avon has a pink colour
scheme with white and black accents. Pink is a colour that predominantly appeals to women,
whereas it repels men. The customer's perspective is shaped by the colours used in the logo. If a
product is intended to appeal to both men and women Using solely pink may not be the greatest
option for both men and women. A satisfied customer is one who is happy with the goods or
service they received. Customers' impressions of a product are formed through their interactions
with it. The way people see your company can make or break it. When customers receive their
products on schedule and in good condition, they form an opinion of the company. Receiving
products that are exactly as described in the product description also gives a positive impression
to the client. If customers receive outstanding after-sale service, they will develop a positive
opinion of the brand. When customers have a bad experience, such as defective products, no
returns, no after-sales service, and so on, they form a negative view of the brand. External
influences can influence customer perception, some of which are given below:
1. Personal experiences 
The personal experience a customer has while purchasing and utilising a product has a
significant impact on customer perception. Customers will develop a positive perception of the
brand if the quality, customer service, pricing, logo, colour, discounts, and other factors succeed
in making an excellent impact on their minds. However, if consumers did not appreciate their
interaction with the brand, it will create an indelible
2. Publicity
Customers see products for the first time through commercials, and this is one of the most
important aspects influencing client perception. A company's advertisements and campaigns will
aid in the development of a favourable customer perception
3. Influencers 
People are more likely to purchase something after they have been tried and tested by someone
else. Influencers are those who have purchased and tried the product first. When consumers hear
about a wonderful product that an influencer has tried out, they are more likely to buy it and try it
out because the suggestion comes from someone they know and trust.
4.Customer feedback
Before purchasing a product, many individuals read customer reviews. This demonstrates the
importance of user reviews in determining customer perception. When customers see a product
with a low number of stars, it signifies the product has received poor customer feedback. It
leaves an unfavourable impression on the mind of the customer.
5. Use of Social Media
Social media has emerged as the most powerful tool for managing client perception. Users form
a picture of a product when they receive continuous information about it on social media. Social
media can be used to share content, photographs, videos, and other assets that contribute to the
company's desired image.
Althogether it helps in decision making

ANS 2
A) Clothing production has fueled growth in developing nations, but a closer examination
reveals a wide range of issues. Cotton agriculture has been linked to negative water
balance shifts since it is frequently extensively watered. Because of the ever-changing
trends and the affordability of fast fashion, consumers are finding themselves buying new
garments on a regular basis. The majority of these garments are constructed of low-
quality textiles and have a short lifespan, owing to buyers' lack of understanding about
how to care for their apparel after purchase. The overall negative environmental impact
of the clothes lifecycle care procedure is the biggest. The disconnect between consumer
 sentiments toward the environment and their apparel shopping behaviour can be
explained by the fact that consumers base their purchases on variables other than the
environment. such as the cost, the fit, and the style Attitude is defined as a positive
mental state that influences one's attitude to all situations and reinforces one's desire to
act. Consumer behaviour in respect to green products is influenced by their values and
emotions, and each person has a unique value system based on their life experiences and
education. Behavioral intent, which can be derived from a mix of the consumer's attitude
toward acquiring the product and subjective behavioural norms, is considered to be
similar to behaviour.
B) Shopping is widely regarded as a major leisure activity, and the entertainment side of the
retail industry is progressively becoming recognised as a key competitive weapon in the
contemporary climate. As a result, retailers and shopping centre developers are exploring
for new ways to improve the shopping experience. There are few studies and no adequate
theorization in the hedonic shopping literature. Academic research into the hedonic
reasons people shop is lagging, while businesses are more concerned with entertainment.
Marketers are hesitant and find it difficult to match the expectations of customers who are
open to leisure shopping due to a lack of awareness in this area.
C)  Fashion has long been defined in the apparel industry as something that a major portion
of a market embraces. This report is based on real-life research with over 500 kids and a
variety of "fashionability" characteristics. The findings support the 'outer-directedness' of
'prevailing styles,' but they also indicate to a set of potentially substantial 'individualistic'
impacts. This, it is claimed, demonstrates the need for a reframing of what is fashionable,
as well as an explanation for the seeming inconsistencies in current thinking about
fashionability. Complementary approaches to understanding and addressing fashion
buyers are provided, with a focus on innovation theory and self-concept theory. Because
fashion is concerned with, these are considered as two potentially important methods.
(which is also concerned with the introduction of new products and ideas) is logically
important, and because fashion buying could have a lot to do with projecting images of
how buyers see themselves (or would like to be seen, etc), and there is evidence to
suggest that buying in younger markets is more strongly related to self-expression than
buying in older markets. Combining these strategies could lead to a rise in fashion
 branding as a result of improved segmentation of fashion markets, according to the
authors. As a result, fashion promotion may become more targeted, incorporating
elements from both innovation and self-concept theory.
D) Some qualities that can influence saving behaviour include financial knowledge, financial
attitude, financial self-efficacy, and financial management practise. If people do not save
and manage their money effectively, they may face financial difficulties, such as
bankruptcy. Bankruptcy is a big issue in Malaysia, particularly among government
employees. The issue arose as a result of a lack of financial preparation and awareness of
financial behaviour. They will feel embarrassed and stressed if they do not have any
savings and are in debt at the same time.

ANS 3 Consumers' desires and goals change with the market and over time. Consumers are
driven to new enterprises because they bring new things at reduced rates, even if some of the
offers are not suited for them. The market continues to change as a result of consumer desires.
a) Human needs—human needs are the cornerstone of all modern marketing. Needs are at the
heart of the marketing concept. A company's capacity to uncover and solve unmet consumer
wants better and faster than the competition is vital to its survival, profitability, and growth in a
highly competitive marketing environment.
b) Marketers do not create needs; nevertheless, in many circumstances, they can make
consumers more aware of unmet or latent needs.
c) Smart businesses identify their business in terms of the consumer requirements they meet,
rather than the goods they manufacture and sell.
d) Because consumers' basic needs do not change, but the products that meet them do, a
corporate focus on developing products that suit consumers' demands keeps the company on the
cutting edge of the quest for innovative and effective solutions.
Goals are the desired outcomes of motivated behaviour. Every action is taken with a certain goal
in mind. Consumers adopt generic aims to suit their needs, which are broad categories or sets of
goals. Product-specific goals are the things people choose to suit their needs. Product-specific
goals, or the expressly labelled products and services that customers choose to achieve their
objectives
The determination of Objectives
1. A person's choice of goals is influenced by: a) their personal experiences.
a) Physical stamina b) Existing cultural norms and values
d) The goal is accessibility in both the physical and social surroundings.
2. Like essentials, goals can be positive or negative.
3. Because it is one toward which behaviour is directed, a desirable aim is commonly referred to
as an approach object.
4. A negative goal, often known as an avoidance target, is one that is oriented away from.
5. Because both approach and avoidance goals are the result of motivated behaviour, most
researchers refer to them as goals.
6. Target selection was employed in consumption situations in numerous studies.
7. Consumers who are approach-oriented and those who are avoidance-oriented are more likely
to respond differently to advertising appeals, according to one study.
8. Goals are linked to negative types of consumer behaviour.

ANS 4
 Lifestyle has changed in recent decades, and it is now regarded as a personal factor that
influences consumer purchasing decisions. Consumer behaviour is based on the concept of
lifestyle, which encompasses attributes that are more sophisticated than personality and more
comprehensive than personal convictions. Your lifestyle has a significant impact on whether or
not you purchase something. Marketing stimulation and personal worth have an impact on
purchasing decisions and brand choices. The study's purpose is to investigate the influence of
lifestyle on customer decision-making. A total of 600 visitors to retail formats were chosen as the
sample size, and the primary data was collected using a questionnaire. Factors affecting life must
be identified in order to find the source. Consumers' lifestyles are influenced by a variety of
things. The main component extraction with varimax rotation was used in conjunction with
factor analysis. The impact of life styles on consumer preferences for shop formats was
investigated using multiple linear regression analysis with Ordinary Least Square (OLS) estimate
for identified variables. The hypothesis was created and tested, and the findings show that
lifestyle has a positive impact on customer decision-making. Identifying the primary inflectional
factors impacting a customer's preference and degree of satisfaction, as well as enhancing
customer purchasing behaviour, would be beneficial. The results of this study will help them
improve their present marketing approach and attract new clients. in addition to keeping existing
clients The research would be valuable in identifying the main constraints and their impact on
purchase patterns that are consistent with customers' lifestyles and decision-making processes.
Consider the following scenario: Take clothing for example; each person has a unique lifestyle;
some people choose to dress casually, while others prefer to dress formally. When we look at a
politician, we see men in white kurtas and ladies in sarees, or ethenic attire, or people who went
to their road shows or rallies in casual clothes such as t-shirts or shirts.
Individual personalities are a dynamic organisation of a person's physical and psychological
characteristics that influence behaviour and responses to social and environmental stimuli. It
gives the impression that a person's personality has a constant influence on their purchase
selections. As a result, many marketers use personality traits in product advertising while also
strengthening their overall marketing strategy. Marketers have traditionally manufactured one-
of-a-kind items and targeted specific market niches based on a person's personality traits. A few
personality traits influence consumers' impulsive purchase behaviour. The goal of this research is
to identify new ways to do business and engage with people by looking into the impact of
personality variables on customer impulsive purchasing behaviour. The objectives of this
research are to (1) investigate the impact of personality traits on consumer impulsive purchasing
behaviour, and (2) determine the role of gender and personality traits in affecting consumer
impulsive purchasing behaviour. To fulfil the study's purpose, the researchers randomly chose a
sample and divided it into 60 males and 60 females. The information was acquired in the Delhi
and National Capital Region (NCR). The data was analysed using statistical tools such as
correlation and the 't' Test. The findings revealed that common personality traits, such as
psychoticism in both men and women, have a strong link to impulsive purchasing behaviour.
Gender plays a significant effect in impulsive purchasing behaviour. The dude showed a lot
more.
For example, if we are looking for a fitness freak, we will seek for fitness equipment such as a
sipper, vitamins powder, or gym clothes, and if we are looking for a music enthusiast, we would
look for music equipment such as a guitar, guitar strings, or concert CDs, etc.

ANS 5 1. SEGMENTATION OF THE MARKET

The practise of segmenting a potential market into discrete subsets of customers and choosing
one or more segments as a target market for a certain marketing mix. Segmentation aids in the
customization of a product/service or other elements of a marketing mix, such as advertising, in
order to target and meet the specific needs of a defined consumer group. The process of breaking
down a large group of potential customers into smaller groups with comparable qualities is
known as market segmentation. A corporation can then design products and marketing efforts to
the demands and interests of a certain target market.
The more a brand's ability to target a specific demographic for a new product, the more probable
it is to sell it. Rather than trying to persuade a wide group of people to buy a product they may or
may not need, you can place the product in front of those who do.
Nike, Puma, Skechers, and Timberland are among the most well-known names in this industry.
Their marketing efforts are beautifully performed and produce millions in revenue. They might
also serve as a source of inspiration for us. Adidas, for example, uses influencer marketing to
reach out to different types of customers. Personal trainer Zanna van Dijk, player Lionel Messi,
and other athletes are among the firm's clients. Its sponsored marketing initiatives are aimed
towards high-profile sports teams, communities, and celebrities, as well as major sporting events
throughout the world.
As noted in the case study, there are numerous segmented markets that a marketing manager of a
shoe manufacturing company must deal with.
• One portion is based on gender, while the other is based on the sport or activity.
On the basis of geographic, demographic, psychographic, and behavioristic factors, larger
markets are often segmented into smaller target market segments: • GEOGRAPHIC: Customers
may be located in a local, state, regional, or national market. So, in this case, geographic
geography means that shoeas are preferred more in mountainous areas or in some royal areas
than in other areas. Climate is a widely utilised geographic segmentation characteristic that has
an impact on businesses including heating and air conditioning, sporting goods, lawn equipment,
and construction materials.
• DEMOGRAPHIC: Age, race, gender, income level, family size, occupation, education level,
and marital status are all used to identify potential clients. Choose the demographic features of
your target market that are related to the customer's interest, need, and ability to acquire your
product or service.
• BEHAVIORAL: People buy products and services for a number of reasons.
Owners of businesses must figure out what those reasons are, such as: brand, loyalty, cost
Customers in a segment use and consume products more frequently and at different times of the
year. It's critical to be aware of your consumers' purchasing behaviours and tendencies.
As a result, the launch will be determined by the location. It would rely on the climate and the
place in terms of a geographic element.
It would be determined by age, race, income, and other demographic factors.
It would be determined by brand, price, and other behavioural factors.