Consumer Behaviour

December 2022 Examination

Q1. How can marketeers use technology to target customers to exercise more. Taking
Yoga as an example of holistic exercise how will you use technology to target different
categories of customers to improve their health by doing yoga regularly. (10 Marks)

Ans 1.

Introduction:
Two seemingly incompatible pathways have progressed as the world has transformed. Others
seek heavy expertise and internal experience, while others advance through scientific
research and modern technology.

Numerous individuals are desperately attempting to stabilize the peacefulness of a life

centered on mindfulness, recognition, and the fast-paced innovation environment.

Numerous new devices on the marketplace for yoga specialists aim to boost the practice
through technology. In addition to software programs, marketing professionals, and websites
devoted to yoga, people can also benefit from hardware devices. Some technological growths
are preferred among yogis.

One cannot refute that technology-enhanced yoga tools significantly affect the method. Since
support is constantly available, the term "tech yoga" dramatically impacts the number of
people who practice yoga. Fortunately, there is a chasm between old, ethical methods and
modern advancements in yoga.

Concept and Analysis:

Lives have changed dramatically due to scientific research and technological improvements,
which have impacted numerous aspects of our daily existence. While people regularly fret
about the negative results on today's youth, the good things they have achieved do not
warrant a display position.
Countless positive growths have happened as a result of it, as has the refined way that yoga
has been modified.

 Interactive clothes result from a successful marriage of yoga and modern technology.
Weaving sensors into typical clothes like yoga pants, t-shirts, and even shoe
enhancements are made to operate in combination with the significant application on
the mobile device or tablet computer, which gets and interprets the data for
individuals to help them familiarize the body and positioning. For example, Wearable
X's Nadim X wearable yoga pants provide a mild resonance to aid remain aligned
throughout the yoga technique.
 Due to technical advances, new businesses and health efforts have sprung up in the
fitness industry. Countless modern technologies sustain options to help people keep
their fitness while handling hectic task life.
 A wearable application or wearable device is among these popular technical hacks.
Customers can track their health, activities, pulse rate, high blood pressure, and the
number of calories they have shed while exercising.
 One of the most fantastic technology for yogis to use in the future may be innovative
yoga mats. When used properly, these gadgets could significantly boost yoga
techniques by utilizing sensing units connected to the tablet computer or smartphone.
Most of them are still "in the jobs," yet sooner than they might imagine, they may be
readily available at their neighborhood yoga studio. Numerous progressive businesses
are exploring the possibility of producing a yoga floor covering that can not only help
any individual in the postures but also fix any inequalities or inadequate positions.
 Among the practical yoga-focused applications for tablets or smartphones already on
the marketplace are Down Pet, Daily Yoga, and Gaia's Yoga Workshop. An
additional creation is the Symphony, a headband that uses brain-sensing technology to
convert information from brain tasks into led tones based on how energetic or tranquil
the mind is during reflection.
 In the future, yoga will certainly gain from a lot more technical improvement. These
growths might not be appropriate for the traditional yogic lifestyle, but technology
may quickly make these concepts easily accessible to a bigger audience.
 There are numerous applications because yoga technology has been evolving for
some time. Please consider essential factors like complying with while selecting the
 best app for them: Use, Information legitimacy, Response capacities, recording
personal data, and Monitoring progression.
 Using this and other comparable established apps, one can concentrate more on
practicing healthy and balanced habits.
 Various interesting new technological advancements that] can utilize to improve yoga
methods, some of which are already available. Analyze them carefully to identify
whether they follow the practice. Modern technology might quickly make these
concepts available to a bigger target market, even though these advancements may not
approach the conventional practices of yogic living. In the future, the blend of cutting-
edge modern technology and invaluable customs of ancient understanding might be
essential to humanity's progression.

Conclusion:

Extra individuals are trying it out because new tech offers this time-honored routine a fresh
spin. Yoga is a reliable means to soothe the mind, spirit, and body.

More people think about yoga, so highly motivated yoga modifies the game. Whether a
beginner wanting to gain adaptability, an athlete hoping to make the most of sports
performance, an older person trying to increase immunity, an expecting woman looking for
yoga course advantages, or busy moms and dads seeking quick energy boosters, everything
here is available from technology. Ensuring that the yogic circulation is maintained and
obtaining aid with these uncommon subjects is very motivating.

Q2. What is the Trio of Needs from consumer behaviour perspective? Take Smart
Watch as a product. If you have to use this same product, how can you talk to three
different customers and make the 3 different customers think of buying the same Smart
Watch from a Trio of Needs perspective. Please use one Trio of Need per customer to
illustrate the same. (10 Marks)
Ans 2.

Introduction:

The marketing concept is developed around needs. The term "research study of motivation"
describes all the mechanisms that cause someone to recognize a need and choose specific
actions to address it.

What are the Requirements? Requirements are wants that have to be satisfied by each
individual. Food, garments, and sanctuary are crucial requirements; society, society, and
other needs are secondary.

What are your desires? Requirements are points that need to have but wish to go above and
past. We need meals and desire a particular kind of cuisine.

What are Goals The jobs that must be finished are called goals. The nature of objectives is
both essential and product-specific. Goals particular to a product are much more specific than
common objectives.

The foundation of inspiration is requirements and complete satisfaction. Depending on an

individual's individual, social, cultural, or monetary demands, requirements might be fulfilled
or not. Adjustment takes place as a result of both internal and external forces.

Concept and Analysis:

Customers progress to the next phase once their first requirements are met. The safety and
security needs include physical safety, protection, stability, and protection. Customers expect
attachment, companionship, and connection if their security requirements are fulfilled.

Need concept, commonly described as the "3 Wants Concept," was put out by psycho
therapist David McClelland as an inspirational design that aims to clarify how individuals'
actions in a supervisory setting are influenced by their needs for association, power, and
achievement.

While making use of a smartwatch, influencing various other three people to purchase the
same smartwatch, utilizing the Trio of requirements,

1) Need for achievement: If individuals have success as their primary motivation, they will
work harder to achieve that objective. They desire to exceed and surpass assumptions and
take satisfaction in outshining their counterparts. These people enjoy a challenge and would
love to be in control of their results.

If they believe their requirements are not satisfied, achievement-oriented individuals will
change the setting or the scenario. Because they do not like having little influence over the
result, they dislike operating in groups. Instead, they favor jobs that create noticeable and
apparent outcomes.

By utilizing a smartwatch, one can motivate one by saying that if they purchase this watch, it
can help track their weight-loss process, and they accomplish the required outcomes.

2) Needs for power: An individual that focuses on power will be driven to put control over
others. Although Hitler in Nazi Germany may come to mind as an extreme example, this
inspiration materializes as a coach or leader. They don't wish to establish a dictatorship;
instead, they wish to influence people, designate tasks, and impact those around them.

An exceptional example is an instructor, given that it incredibly exhibits the principle of

permitting the gamers, in this instance, the workers, to do their tasks as they examine the
condition and make the options. The personnel and the players are well-aware of their
obligations and with the ability to bring them out.

Using a smartwatch does not provide any power to any individual; however, it can motivate
them to get positive points by gathering more data from the smartwatch. Also, they can
utilize it for their research study and experiments, or if they wish to know how the watch is
produced or run, they can get the power or energy to create something like that. Or, in one
more means, it provides some power to do much better with their wellness, and they can
attain their objective.

3) Needs of Affiliation: Social relationships primarily drive an individual if affiliation is

their primary inspiration. They prioritize their friendships with their schoolmates and are
primarily driven by a need to fit in and win favor. These individuals appreciate acquainted
surroundings and are reluctant to leave their work environment. In addition, they do not like
working alone and do every little thing in their power not to let their supervisors and co-
workers down.
Although those motivated by connection work well in teams, they are frequently not among
the most productive workers. Since they are more than happy to keep their status quo, they do
not have the inspiration to perform far better.

Using a smartwatch, some individuals affiliated obtain the required objective—the

achievement areas it has already been discussed. The smartwatch is the method to affiliate the
course for them to go one action closer to their weight-loss trip.

Conclusion:

The 3 Requirements Concept is most frequently used in corporate or business environments.

It has made it feasible to administer personality assessments to staff members. When
managers looked into what drives their staff, character tests obtained much more traction,
which had previously been considered ineffective. Personality assessments additionally give
the boss a lot more information concerning each employee.

Different people have different demands for their work environment. Power-motivated
individuals may need clear expectations and actions to establish their careers. People driven
by success may call for endless opportunities to resolve a concern. Individuals encouraged by
association might call for the continuous objection of their work.

Q3. Answer the following

a. What is Just Noticeable Difference [JND] and Weber’s Law? (5 Marks)

Ans 3a.

Introduction:
The just perceptible distinction is believed to be a continuous percentage of the initial
stimulation, according to Weber's Law, also referred to as the Weber-Fechner Law. The JND
is currently understood to be a variable rather than a consistent.
According to Weber's law, the just-noticeable differential (or JND) between 2 compounds is
a fixed percentage of the original stimulation' strength.

Concept and Analysis:

JND: The little strength of excitation an individual can find 50% of the moment is called the
just recognizable difference, sometimes referred to as the difference threshold. For instance,
the minor weight distinction between the parties that could feel 50% of the moment would be
the only noticeable difference when they were instructed to hold two points of various
weights.

All the detects, including feeling, flavor, noise, view, and smell, are slightly different.
Therefore, it can be used to describe a range of points, including light, pleasant, stress, sound,
and thickness.

Recognizing the merely perceptible difference in comparison to the outright threshold is

essential. The outright limit refers to the lowest strength of stimulation that might be spotted,
whereas the distinction limit describes the perceptible difference between 2 stimuli.

The most affordable overall volume that an individual may discover would be the absolute
barrier for audio, for example. The slightest quantity change that an audience can identify
would be the barely audible difference.

Weber's Law: Based on the symmetrical change in stimulation strength, Weber's law states
that consumers may identify modifications in a stimulation. In various other aspects, if the
reaction is practical, it is uncertain that a minor adjustment in the stimulus's strength will be
discovered.

It insists that the nature of any stimulus will constantly affect how change is viewed because
of stimulation. Weber's law was first recommended during a research study he conducted in
1834 to establish the threshold for experiencing a modification in weight. After that, it was
broadened by Weber's trainee Fechner to examine all sorts of assumptions and sensations.
According to Weber's law, the merely perceptible distinction in stimulation is always a fixed
percentage of the stimulus's first strength. As an illustration, including an extra tsp of
sweetness, will substantially modify the flavor of a coffee cup with only a significant
percentage of sugar (allow's claim 1 tsp).

Conclusion:

Product development frequently examines the JND. When producing cell phones, companies
gauge the JND of volume to ensure that audible boosts occur when the quantity is raised.

The historically significant psychological law known as Weber's law, likewise called the
Weber-Fechner law, evaluates the perception of the variant in a provided stimulus.

Q3b. Take a product like a low-cost pressure cooker [priced at Rs. 1800.00 for a 3 Litre,
Rs.2400.00 for a 5 Litre, Rs. 3200.00 for a 6.5 Litre pressure cooker] which is targeted to
the lower income group whose annual income is in the range of Rs. 1.2 to 1.8 lakhs per
annum [Rs. 10,000 – Rs. 15,000 per month]. Using the principle of JND suggest a
discount for families earning 10,000 per month and families earning Rs. 15000.00, that
would make them get up and notice the discount & propel them to buy the pressure
cooker. Please justify the discount for the same. (5 Marks)

Ans 3b.

Introduction:
The term "simply significantly difference" (JND) is frequently used in physiology, perception
psychology, consumer behavior, and advertising and marketing research. JND is a commonly
used method to modify products in addition to cost, advertising, packing, and other
components of the advertising and marketing mix. Marketing professionals can, in some
cases, use it so skillfully that you could not also understand that you are being targeted.
Concept and Analysis:
The concept of the different barriers was first introduced by experimental psychologist and
physiologist Ernst Weber and more developed by psychologist Gustav Fechner. The just
noticeable difference is thought to be a consistent portion of the first stimulation, according to
Weber's Law, additionally described as the Weber-Fechner Law. The JND is now known to
be a variable instead of a consistent one.

By suggesting the JND principles, it can inform that those whose earnings are 10,000 will get
a 10% discount, and those whose earnings 15,000 will get a 5% discount for getting the
pressure cooker and use the offer.

The JND offers various opportunities for marketers to benefit. To increase a product's cost
simply a little to make sure that customers won't observe it, a corporation could, as an
example, approximate the JND of an expense.

Product packaging dimensions, such as pasta boxes and maize containers, are frequently
minimized by services. To prevent individuals from recognizing that their cherished points
have been reduced, they will purposefully decrease the size by a quantity listed below the
difference threshold.

Although reducing packaging conserves services cash, it's frequently deemed an unethical
technique since it "trickles" customers into paying the same (or more) for their preferred
products while giving them much less.

Product development frequently takes a look at the JND. When producing cell phones,
companies determine the JND of volume to guarantee that audible rises occur when the
quantity is raised.

The JND is also examined by businesses that generate points. For example, the maker must
understand the lowest quantity of apple flavor necessary so that most customers can spot if
the great is anticipated to taste like a utensil.

By studying various other phenomena and differential thresholds, researchers can learn more
about individuals' responses to their surroundings and the areas where human senses are
prone to error.

Conclusion:
Effective utilization of the JND, like the internet, is along the same lines of finding what the
industry will probably endure, not just in price. Still, likewise in the manner, a deal has
existed to obtain more remuneration for the product or service that a person store or any
merchant offer.