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Course Code : MS-61
Course Title : Consumer Behaviour
Note: Attempt all the questions and submit this assignment on or
before 30th April, 2013 to the coordinator of your study center.
Q1. You are the marketing head of
leading retail chain dealing in electronic items. Your company has planned to
launch the online store for the same. What segmentation approach would you use
to effectively segment the market and why?
Ans.
Q2. Explain the concept of culture and
subculture. Discuss the relevance of sub cultural segmentation in case of the
following.
(a) Food
chains (Restaurants)
(b) Women
apparels.
Ans.
Q3. You are a member of the purchase
committee that has been formed to purchase fifty laptops for your company.
Being a member of purchase committee, what criteria would you suggest to select
the supplier for the same? Explain.
Ans.
Q4. 'Certain products require high
degree of pre purchase information search'. Justify the statement by giving
suitable examples. Also give marketing implication of this pre-purchase search
behavior of consumers.
Ans.
Q5. Briefly
discuss the perception process. Being the marketer of a range of cosmetic
products meant for upper income group people, how would you use the concept of
perception while designing marketing mix for your product?
Ans.
Q6. Discuss
Nicosia’s model of consumer behavior. Also explain its relevance for a
marketer.
Ans.
Q7. Which stage
in the family life cycle would be the most attractive segment for the following
products and services? Give reasons in support of your answer.
(a) Home furniture
(b) Play schools
(c) Health services.
Ans.
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