KSBM ANSWER SHEETS. MBA.EMBA.DMS.ARAVIND 9901366442
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the entire team was very impressed.<br />
1. In a traditional society, what factors will influence the buyer Behaviours?<br />
2. What is likely to be the level of consumer involvement, and what advertising message and media<br />
will you recommend? Give your reasons.<br />
Case-5 - Purchase of a Microwave Oven<br />
Ramesh Sikand and his family lived a comfortable two- bedroom flat in a respectable locality in a<br />
large city. He was employed with a general insurance company in a supervisory capacity. His wife,<br />
Sumita was a teacher in an English medium public school. Both their children, Rachit aged 10 and<br />
Sarita aged 8 years, were studying in the same school where Sumita was employed.<br />
1. Discuss whose decision it was to buy a microwave and when was the purchase decision made.<br />
1. What factors influenced the purchase of the microwave?<br />
2. What is likely to be the post-purchase behavior in this case and what is the significance of such<br />
behavior?<br />
3. What is the significance of post-purchase behavior for the marketer?<br />
Consumer Behavior<br />
1. You are the brand manager of a new line of light weight autofocus, economically priced digital<br />
cameras. Describe how an understanding of consumer behavior will help you in your segmentation<br />
strategy and promotion strategy. What are the consumer behavior variables that are crucial to your<br />
understanding of this market ?<br />
2. Gillette, an established market leader in shaving products, is planning a foray into skin care<br />
products for men. How can the company use stimulus generalization to market these products ? Can<br />
instrumental conditioning also be applied in this marketing situation ? How ?<br />
3. You have been asked to advise a men’s wear apparel manufacturer, to help them suitably<br />
segment their market and identify the most appropriate target segment. The<br />
company manufactures both formal and casual wear, and has a stylish, up market range. You want or<br />
to apply the VALSII typology to help them identify<br />
the target segments. Explain how would you utilize this approach and which segments would be the<br />
most appropriate for this manufacturer ?<br />
4. Discuss the components of an attitude. Taking the example of a consumer enable purchase<br />
decision, explain what functions do attitudes play in consumer decision making.<br />
5. How as a marketer of home appliances, would you use the knowledge of post purchase<br />
evaluation by consumer, to ensure that your consumers do not experience any dissonance ?<br />
Describe the response strategies you will follow
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