Consumer Behaviour

1. Introduction:

To enable a faster adoption of digital payments among the poorer and economically backward
sections of society in India, government authorities, banks, and financial institutions can take
several strategic steps:

Concepts and applications:

a) Financial inclusion initiatives: Promote financial inclusion by extending banking and

digital payment services to rural and remote areas. Establish more bank branches and
ATMs in underserved regions.
b) Awareness and Education: Conduct extensive financial literacy programs targeting the
poor and economically backward sections. These programs can teach them about the
benefits and safe use of digital payments.
c) Accessible Infrastructure: Ensure access to the necessary digital infrastructure, such as
smartphones and internet connectivity, in rural and remote areas. Encourage the
development of affordable, feature-rich smartphones.
d) Simplified User Interfaces: Design user-friendly mobile apps and digital payment
platforms that are simple and intuitive to use, even for individuals with low digital
literacy.
e) Language Localisation: Offer digital payment apps and services in local languages to
overcome language barriers and make it easier for users to understand and navigate.
f) Low-cost Banking and Payment services: Introduce zero-balance bank accounts and
low-cost or zero-cost digital payment services for those with limited financial resources.
g) Incentives and subsidies: Provide financial incentives or subsidies for individuals who
make digital payments, such as cashback rewards, discounts, or government subsidies
for essential services like LPG, food, and healthcare.
h) Digital skills training: Offer free or low-cost training in digital skills, including how to
use digital payment platforms, to empower individuals to make transactions confidently.
i) Mobile wallets and USSD: Promote the use of mobile wallets and Unstructured
Supplementary Service Data (USSD) codes, which do not require smartphones and can
be used on basic mobile phones.
 j) Government Benefits Disbursement: Encourage government departments to disburse
social benefits, pensions, and subsidies directly into beneficiaries' bank accounts,
promoting digital payment adoption.
k) Collaborations with NGOs and Microfinance Institutions: Collaborate with non-
governmental organizations and microfinance institutions to extend digital literacy
training and financial services to the economically backward sections.
l) Rural banking correspondents: Appoint and train rural banking correspondents to
assist with digital transactions in remote areas where banks have limited presence.
m) Security and fraud prevention: Raise awareness about online security and fraud
prevention, emphasizing the safety of digital payment methods.
n) Government initiatives: The government can initiate special programs and campaigns
aimed at promoting digital payments among the underprivileged, emphasizing the
advantages of transparency and financial inclusion.
o) Customer support services: Establish dedicated customer support services, including
toll-free helplines, to assist individuals with any issues they face while using digital
payment methods.
p) Regulations and consumer protection: Implement strong regulations and consumer
protection mechanisms to ensure that individuals are safeguarded while using digital
payment services.

Conclusion:

Fostering the adoption of digital payments among economically disadvantaged populations is

a crucial step toward financial inclusion and the modernization of India's economy. It will not
only improve the ease of transactions but also enhance transparency and accountability in the
financial system.
2. Introduction:

The subjective age of consumers, which refers to how individuals perceive their own age, can
significantly impact their purchase choices when it comes to cosmetics and ready-to-wear
clothes.

Concepts and applications:

The four dimensions of subjective age, namely cognitive age, ideal age, feel-age, and look-
age, can influence consumer behavior in the following ways:

I. Cognitive age:

Perceived abilities and interests: Cognitive age represents how individuals perceive their
abilities and interests compared to their actual age. If a person feels younger than their
chronological age, they may be more open to experimenting with different cosmetics and
clothing styles. They might be willing to try new makeup trends or fashionable clothing that
align with their perceived youthful energy and interests.

Anti-aging skincare products: Consumers who perceive themselves as older may be more
inclined to purchase anti-aging skincare products or cosmetics with claims of rejuvenation
and wrinkle reduction.

II. Ideal age:

Fashion and cosmetics choices: The ideal age dimension reflects the age at which
individuals wish they could permanently stay. This can influence their fashion and cosmetics
choices. If someone's ideal age is younger than their chronological age, they may prefer
trendy, youthful clothing styles and makeup that enhances a more youthful appearance.

Brands and marketing strategies: Brands and marketing strategies that align with a
consumer's ideal age may resonate more with them. They may be drawn to advertisements
featuring models and messaging that reflect their desired age.
III. Feel-age:

Comfort and Confidence: Feel-age is how old or young individuals feel in their daily lives.
Consumers who feel younger than their chronological age may have a greater sense of
confidence and vitality. This can lead to a willingness to experiment with bolder cosmetics
and stylish clothing that express their youthful self.

Lifestyle: Feel-age can also influence the type of cosmetics and clothing chosen. Someone
who feels young and active may be more inclined to purchase sportswear, natural and fresh-
looking cosmetics, or products that suit their active lifestyle.

IV. Look-age:

Perception of physical appearance: Look-age reflects how individuals believe they appear
to others. If someone perceives themselves as looking younger, they may be more motivated
to maintain their youthful appearance by investing in high-quality skincare, makeup, and
clothing that complements their appearance.

Beauty and grooming choices: Consumers who feel they look younger may have a higher
demand for makeup products that enhance their features and clothing that complements their
style.

Conclusion:

In summary, the four dimensions of subjective age can have a significant impact on consumer
purchase choices in the cosmetics and ready-to-wear clothing industries. Companies in these
sectors must consider these subjective age dimensions when developing marketing strategies,
product offerings, and customer experiences to cater to the diverse preferences and
perceptions of their target audience. Understanding how individuals perceive their own age
can help businesses better align with the self-image and aspirations of their customers.
3. (a) Introduction: To understand the attitude of consumers in India towards gluten and
Gluten Meters, the American company can conduct market research using various
methods.

Concepts and applications:

Here are some approaches they can consider:

i. Surveys and questionnaires: Create surveys or questionnaires with a mix of closed-

ended and open-ended questions. This can help gather quantitative data on consumer
attitudes and preferences. For example, they can ask about consumers' awareness of
gluten-related health issues, their dietary habits, and their interest in using Gluten
Meters.
ii. Focus groups: Organize focus group discussions with a diverse set of participants.
This can provide in-depth insights into their perceptions, concerns, and attitudes
regarding gluten. Discussing the benefits and limitations of Gluten Meters in a group
setting can yield valuable qualitative data.
iii. Interviews: Conduct one-on-one interviews with individuals to explore their personal
experiences, knowledge, and concerns related to gluten. This can help uncover deeper
insights into their attitudes.
iv. Online social listening: Monitor social media platforms, forums, and blogs for
conversations related to gluten and Gluten Meters. Analyzing these discussions can
reveal public sentiment and concerns.
v. Dietary habits and lifestyle analysis: Collect data on dietary habits and lifestyles by
studying consumer choices, food consumption patterns, and health statistics. This
information can provide a broader context for understanding attitudes toward gluten.
vi. Collaborations with healthcare professionals: Partner with nutritionists, dietitians,
and healthcare professionals in India to gain their insights and access to patients with
dietary restrictions. They can offer valuable opinions on the role of gluten in health.
vii. Market research firms: Collaborate with market research firms in India that have
expertise in consumer attitudes and behaviors. These firms can conduct extensive
research studies and provide comprehensive reports.
viii. Pilot Testing: Introduce the Gluten Meter in a limited market or region in India and
gather feedback from consumers who use it. This feedback can help the company
understand the practicality and acceptance of the device.
 ix. Educational campaigns: Conduct educational campaigns about gluten and its
potential impact on health. This can include webinars, articles, and workshops to
inform consumers about the significance of gluten measurement and its health
implications.
x. User feedback: Utilize the company's website or app to collect user feedback and
ratings from consumers who have used the Gluten Meter. This can provide direct
insights into user satisfaction and perceptions.

Conclusion:

By employing a combination of these research methods, the American company can gain a
comprehensive understanding of the attitudes and perceptions of Indian consumers regarding
gluten and the adoption of Gluten Meters. This knowledge can inform their marketing
strategies, product development, and efforts to cater to the specific needs and concerns of the
Indian market, especially considering the high prevalence of diabetes.
 3.(b) Introduction:

Hemispheric lateralization refers to the idea that different functions or processes in the brain
are primarily associated with one hemisphere (left or right). While it's essential to approach
marketing and influencing consumers ethically and responsibly, you can utilize aspects of
hemispheric lateralization in your marketing strategy for a brand like Bose, which offers
lifestyle home theatre systems.

Concepts and applications:

Here's how you can do it:

i. Emotion and Storytelling (Right Hemisphere): Engage the emotional and creative
right hemisphere of the brain by telling a compelling and emotionally resonant story in
your marketing materials. Showcase how the Bose lifestyle home theatre system can
enhance the consumer's life, create immersive experiences, and evoke strong emotions.
ii. Visuals and Aesthetics (Right Hemisphere): Leverage visually appealing imagery and
aesthetics that appeal to the right hemisphere's preference for visual stimuli. Highlight
the sleek design and premium look of the Bose home theatre system in your marketing
materials.
iii. Music and Sound (Left Hemisphere): Emphasize the audio quality and technical
specifications of the Bose system to appeal to the left hemisphere, which is associated
with analytical and logical thinking. Use technical data and specifications to
demonstrate the superior sound quality and performance of the system.
iv. Comparisons and Features (Left Hemisphere): Provide clear product comparisons
and highlight specific features that demonstrate the functional and technical benefits of
the Bose lifestyle home theatre system. Use data, charts, and specifications to support
your claims.
v. Personalisation (Right Hemisphere): Appeal to the right hemisphere by showing how
the Bose system can be personalized to fit different lifestyles and preferences. Highlight
customizable settings, colour options, and the ability to create a unique home theatre
experience.
vi. User testimonials (Right Hemisphere): Incorporate user testimonials and stories to
create a sense of community and belonging. Showcase how other consumers have
benefited emotionally and socially from using Bose home theatre systems.
vii. Sensory experience (both hemispheres): Create an immersive sensory experience in
your marketing efforts. Use videos and virtual tours to let potential buyers feel like they
are already enjoying the product. This can stimulate both hemispheres, appealing to
emotions and the desire for high-quality sensory experiences.
viii. Balance (both hemispheres): Strive for a balanced marketing approach that integrates
both logical and emotional appeals. Emphasize how Bose lifestyle home theatre systems
offer the best of both worlds: impressive technical specifications and an enriching
emotional experience.
ix. Cross Modal Communication (both hemispheres): Utilize a combination of visual
and auditory elements in your marketing materials. For instance, demonstrate how
Bose's audio quality enhances the visual experience of movies or games.

Conclusion:

It's important to note that while hemispheric lateralization can be a useful framework,
consumers are complex and multifaceted. Effective marketing should aim to engage both
hemispheres, recognizing that individual preferences and decision-making processes may
vary. Additionally, marketing strategies should always be honest and ethical, ensuring that the
product's actual benefits match the claims made in promotional materials.