Marketing Assignment 3

AKASH

FT-22-305

1 (a). Give some examples of logos that elicit positive associations in your mind and those that
elicit negative associations for you. Discuss the reasons and their influence on your purchase
intentions.

Ans 1.

Positive associations:

Nike Logo:

The tick-like logo makes me associate it with positivity and being right. It makes me feel that
buying Nike product is the right choice.
 

Dabur Logo:

Dabur’s logo of a banyan tree with its branches being made by people, makes me relate the
brand to nature and reminds me that humans and people are interdependent. When making a
purchase, this makes the consumer think that their products are more natural and hence
influences their purchase decisions in Dabur’s favour.
Negative Associations:

Blackberry:

I associate the blackberry logo with the blackberry messenger and Blackberry’s signature
Qwerty Keypad; both of which are now outdated technologies which could not adapt to the
current trends. It makes me think of Blackberry as an outdated brand which is not relevant
anymore.

2. Based on the hierarchy of needs and the theory of motivation, what level(s) do the following
brands appeal to? Select any two.
a.  Wheaties: "The Breakfast of Champions"
b.  Nike: "Just do it"
c.  Gillette: " The best a man can get"
d.  UnitedHealthcare: "We Dare You"

Ans 2.

Nike:

Nike since past has been using self-actualization as a means to connect to consumers
motivation through self-fulfillment. The company has deployed numerous marketing
campaigns to motivate their customers to achieve self-realization. One example is the
slogan of Nike ‘Just Do It’ which serves as a powerful statement to encourage the
customers of Nike to achieve results by going through the physical pain activities.
Recently Nike is also trying to appeal to the Esteem needs through associating its brand
with top level athletes, releasing limited edition pieces, creating a vacuum of demand
and partnering with luxury fashion brands like Louis Vuitton, Dior, Supreme and Off
White.

Gillette:

Gillette as a brand also appeals to the self actualization needs of its consumers. From
its tagline “The Best A Men Can Get” to its ‘The Best Men Can Be’ campaign, they are
directly targeting the desire of people to become the most they can be.
 This can also be seen in the company’s motivation:

As a brand that encourages men to be their best, we are committed to

driving change that matters and promoting #TheBestMenCanBe

3. Identify and discuss products/services you have purchased where the dominant socio-
cultural influence was one of the following for each of your purchase:
a.  Personal
b.  Culture
c.  Family

Ans 3.

a. Personal:

I am someone who loves stylish products, so

when it came to buying a new smartphone, I
chose to buy Realme GT Master Edition. Even
though it was a bit costlier than other
products with the same specifications, I
bought it because I loved the new ‘SuitCase’
back design that Realme had come up with.

b. Culture:

For every Diwali I buy a new set of clothes, as it has been a long tradition in my society
that we should only wear new clothes on Diwali. So, this cultural factor is the major
driving factor behind my cloth purchase on that particular occasion.

c. Family:

When buying curtains for my home last year, I found a set of dark brown colored curtains
that I thought were amazing. But knowing that both my parents don’t like dark coloured
curtains and sheets, I decided not to buy them and instead bought light cream-coloured
ones.
4.   A - Stages in the Consumer Decision-Making Process
      B - Relevant Internal Psychological Processes.

Apply the above two dimensions to discuss any one of your purchases.

2.A - Stages in the Consumer Decision-Making Process

Post-purchase
Problem Information Alternatives Purchase
Decision
Recognition Search Evaluation Decision
Evaluation

2.B – Relevant Internal Psychological Processes.

Attitude
Motivation Perception Integration Learning
Formation

Muscle Blaze Whey Protein powder

Problem Recognition: Find a protein powder to fulfill my protein needs after workout

Information Search: Searching available products through internet, their reviews and prices

Alternative Evaluation: Evaluating the alternate protein powders such as ProteinX, Ensure and other
brands, I found that MB is relatively a bit pricier but has the best reviews

Purchase Decision: Decided on MuscleBlaze protein powder based on the quality and the review of my
friends and general internet reviews. I decided to pay a bit extra for superior quality.

Post Purchase Decision Evaluation: The product quality is excellent and it meets my needs.

MOTIVATION: To have a good source of protein to supplement my muscle development process

PERCEPTION: Protein is good for the body and helps with the muscle building process
INTEGRATION: Added the product to my daily workout routine and consumed it after every workout
session

LEARNING: Learnt about the correct usage of protein powder and its benefits for muscle growth and
recovery