Consumer Behaviors (EDL 320)-Semester III We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: +91 82907-72200 (Call/WhatsApp) or +91 88003-52777 (WhatsApp Only) assignment solution help, assignment answers help, Assignment Help 1st Block Assessment Case Study Segmentation has been vital to the success of NIVEA Sun and allowed the brand portfolio to grow to over 40 products, all meeting clear consumer needs. The following factors are used to develop and define the sun care segments: Demographics - different groups of consumers behave differently (factors relate to age, gender, etc). Demographic differences relevant to NIVEA Sun include different buying behaviours between men/women and adults with children. There is a stark contrast between awareness and usage of sun care products between men (who prefer convenience) and women (who enjoy more luxurious sun care products). Similarly, adults with children are another broad segment with differing needs. Demographic segments are broad. As research shows, the level of awareness of sun care transcends income and social class. Concerned Consumers 'a good tan is not important'. These consumers are conscious of the harmful effects of the sun and purchase sun protection products that are most likely to offer high sun protection factors Attitudinal this is the most important segmentation variable. Consumers' attitudes towards sun care influences their purchases. NIVEA Sun conducts market research to understand user attitudes. This involves questionnaires using a nationally representative sample, and more intensive research with small groups, to discuss individual skin protection habits and preferences. This has identified 5 distinct groups for protection and after sun: 1. Sun Avoiders - avoid sunbathing and using sun protection when in the sun - it is seen as a chore. These are unlikely to purchase a sun care product. Through education, this segment may be convinced to protect using more easy-to apply products such as sprays. 2. Careless Tanners - adore the sun but don't protect against harmful dangers. Tanning is important to this group, not protection. They don't worry about the long-term damage to their skin and may purchase a low SPF product, if any at all. 3. Naive Beauty Conscious - like to have a good sun tan. They recognise that sun protection is important but fail to understand about Sun Protection Factors (SPFs). These consumers may still be interested in the core features of a sun protection product (e.g. SPF) and be more inclined to purchase an added-value offering such as a mousse. Question 1. Segmentation is the process of dividing_____into various segments Target Audience Population Consumers Buyers Question 2. Consumer behaviour for products is related to Using of goods and services Disposing of goods Buying and paying for goods All of these Question 3. Demographic segmentation consists of the following except Family Income Motivation Marital Status Question 4. Beauty products can be segmented best through Demographic segmentation geographical Segmentation Psychological segmentation Socio-Cultural Question 5. Research on beauty products can be undertaken by which method in the best possible manner Survey method Indepth Interview Focus Group Discussion Observation Question 6. What is the most critical benefit of using multi segmentation Profits Revenue Large base of consumers Better utilization of resources Question 7. Consumer buying behaviour is impacted most by which environmental factor Political Socio-Cultural Economic None of the above Question 8. The best theory to understand lifestyle segmentation is VALS model Black Box model Howard Sheth model All of the above Question 9. The most widely used method of consumer profile by marketers is Behavioural Psychographic Hybrid Profiling None of the above Question 10. The most important behavioral aspect of buying beauty products involve Frequency usage uses Quality We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: +91 82907-72200 (Call/WhatsApp) or +91 88003-52777 (WhatsApp Only) assignment solution help, assignment answers help, Assignment Help 2nd Block Assessment Case Study The latest snowstorm kept me an extra night in Toronto, but it did give me the chance to pass on this interesting case study. In his presentation at a Canadian Advertising Research forum on Wednesday morning, Dhan Kashyap, strategy director at Diageo Canada Inc., explained how a new positioning had boosted sales growth for Baileys. What was interesting to me was that the repositioning encouraged consumers to reassess what the brand stood for. Baileys is a strong, differentiated brand in Canada that has been supported over time with effective above-the-line advertising. Positioned for years as a brand to accompany intimate moments and special occasions, Baileys has never relied on promotions or price discounting. But after two years of robust sales increases, the year 2005 brought a rapid deceleration in the brand's sales growth. Diageo considered various strategies for boosting the brand's sales momentum. Increasing penetration was not really an option, since, to use Diageo's consumer loyalty terminology, over 50 percent of target consumers were already "Adorers" or "Adopters." It was not that people did not like the brand; they simply did not drink it very often. The obvious strategy was to try to extend usage to more frequent occasions, but people who were conditioned to think of Baileys as an indulgence for special occasions would not feel comfortable ordering Baileys in an impersonal setting like a crowded and noisy bar. The brand was boxed in by its existing positioning. Yet repositioning the brand as one being suitable for casual social occasions would put it into direct competition with many other spirits brands. The question became, how far could the positioning of Baileys be stretched toward more public usage occasions without undermining the strong bond it had forged with consumers through its associations with special occasions? Whatever the brand did, consumers would need to reconsider what the brand stood for. Challenging goals were set for changing brand attitudes, including decreasing the perception that Baileys was for special occasions, and improving claimed past 4 week usage. Aggressive goals were also set for the TV advertising. The agency brief called for breakthrough copy that would achieve an Awareness Index of 9 or higher in Millward Brown's Link pretest (well above the Canadian norm). As Dhan stated later, in order to achieve significant changes in entrenched attitudes and behavior, compelling creative is a must. You need breakthrough copy and cannot settle for something that is merely average. Question 1. The most important aspect of comsumer perception about the brand is Consumer Imagery Subliminal Perception Just Noticiable difference None of these Question 2. Comsumer Imagery is a combination of Advertising and branding Consumer's mindset Competitor's marketing All of the above Question 3. Subliminal perception about the brand is based on Marketing elements Celebrity endorsements Latent and subconcious cues None of the above Question 4. Repositioning of the brand impacted the perception in which direction Positive Negative Neutral None of these Question 5. Perceptual barriers can be broken through Advertising Branding Repositioning All of these 30 out of 50 Question 6. Percption of consumer products is highly based on Product performance Advertising only Word of mouth Branding Question 7. Perceptual blocks about an FMCG product can be based on Service being offered Biase and usage Competitor's positioning None of these Question 8. Perception is also a function of the following except Earlier experience Marketing elements Positioning Internal Motivation Question 9. Perception impact attitude formation through the following Developing judgement Improving marketing performance Converting into purchase None of these Question 10. Threshold perception is formulated for the brand through Just Notiable Difference Moving beyond judgement Subconscious mindset All of these We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: +91 82907-72200 (Call/WhatsApp) or +91 88003-52777 (WhatsApp Only) assignment solution help, assignment answers help, Assignment Help 3rd Block Assessment Case Study Like it or not, banking is moving online in a big way. But as the number of online banking customers grows, so too do the security risks, particularly for high-value commercial banking transactions which make a tempting target for cybercriminals. HSBC, the global banking group, wants to encourage more commercial customers to use internet banking. But it has long recognised that the security measures used on its personal banking website – a combination of PIN and challenge phrase – were insufficient for business accounts. To allay widespread fears about internet security among its personal banking customers, HSBC promises to refund the amount of any unauthorised transaction conducted online. But for commercial customers, the value of transactions can be quite high – HSBC’s UK commercial customers have a £100,000 daily transaction limit – and the risk to the bank is consequently much greater. To reduce the risk, HSBC recognised it needed a way to better authenticate its commercial users. “Most banks just re-badge their personal internet banking offering for commercial customers but we recognised that businesses need greater functionality and also better security,” says Trevor Oney, Senior Manager, HSBC’s senior manager for e-commercial banking in the UK. In 2002, HSBC began to use digital certificates to authenticate its UK commercial banking customers. “It was spectacularly successful and the fraud levels we got using digital certificates were truly minuscule,” says Mr Oney. Nevertheless, the use of digital certificates created support headaches for the bank. As the certificate – a small piece of software code – is installed on a specific PC, the customer must always use the same computer to access their bank account. In addition, certificates periodically expire, obliging customers to download new ones. Sometimes, the certificate was deleted by accident – when a new operating system was installed, for example. According to Mr Oney, these issues led HSBC to look at a less “intimidating” way to protect its commercial banking customers. Security experts have long argued that the best way to prove that people really are who they claim to be is using “two factor” strong authentication and this is the approach HSBC chose. With two-factor authentication, the user can only access the site if they successfully pass two separate challenges: one based on something they know, such as a PIN or mother’s maiden name; and the other based on something they own. In the case of the HSBC, the object of desire is a small electronic device called a “token” which generates a fresh password each time a button is pressed. The tokens are supplied by Vasco, a Belgium-based company specialised in authentication technologies. Tokens have been used for security applications for some time– one common application is to authenticate remote users trying to access a corporate intranet –but most deployments to date have been limited in scale. Nevertheless, for HSBC’s internet banking initiative, the bank ultimately wants to distribute the devices to all its commercial banking customers that have registered to use online banking. That is around 400,000 users or half the total number of business customers that HSBC has in the UK. The high penetration rates might surprise those critics who once argued that internet banking would never be as popular as branch-based banking. Question 1. Communication model for consumers comprise of 4 stages namely AIDS AIDA AIDP None of these Question 2. Online Technology and Social Media communication provide all the information except Personal Service Real time information Intellectual Capital Quick response time Question 3. The A in the communication model stands for Attention Awareness Attitude All of these Question 4. Online communication for marketing used by HSBC will comprise under which marketing method Sales promotion Digital marketing Marketing Mix None of the above Question 5. Internet banking and communication for HSBC impact which aspect of consumer behaviour Information Attitude formation Perception Buying Question 6. Communication about services leads to which stage of consumer buying process Information Search Evaluation of Alternatives Post Purchase evaluation None of the above Question 7. Online way of banking is faced with the problem of Adoption by consumers Communication of benefits Developing an Attitude All of these Question 8. Communication leads to development of the following except Attitude Perception Learning Buying decision Question 9. Communication barriers in consumer buying behaviour are caused due to Culture Language Incongruency between communication and consumer Mode of communication Question 10. The message and media strategy for communication would be based on Consumer Psychology Orientation of the company Mode of communication available Goals of the company We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: +91 82907-72200 (Call/WhatsApp) or +91 88003-52777 (WhatsApp Only) assignment solution help, assignment answers help, Assignment Help 4th Block Assessment Case Study The Golden Circle theory provides evidence of how most companies communicate in an uninspiring manner. Most companies typically communicate by stating what they do, how a company is different or better, and the expectation from the company of a behavior, such as a purchase. The Golden Circle theory focuses on the following elements: Why as a central focus in the inner circle, The How is the next outer circle, The What is the outermost circle. The why is the cause, purpose, or belief of the organization, according to Sinek, very few companies know why they are in business. Sinek cites Apple’s former CEO Steve Jobs vision of design and simplicity guiding how Apple does things and what they produce. “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. We just happen to make great computers. Want to buy one?”. Apple’s method of communicating provides consumers’ with trust, confidence, and a set of shared beliefs inspiring people to make a purchase from the company. The how refers to the actions a company takes to bring the beliefs into reality. The what are the resulting actions, such as the services, products, culture, marketing, and employees. As a result of its marketing communication strategies, consumers have confidence they are purchasing a quality product whether, it is a Mac, iPhone, iPad, iPod or iTunes software. The shared beliefs between Apple and consumer’s along with positive product and service experiences are critical in establishing the brand in the mind of the consumer. Question 1. The most imprtant impact that group has on purchase Influence decision Developing the reference group Impacting the choice Motivating the person Question 2. Reference group for Apple comprise of Loyalists First time Apple users Value Seekers None of these Question 3. How will group impact Apple products purchase Developing the status image Developing the relation Influence each purchase criteria All of these Question 4. The Golden Circle at Apple has helped in changing consumer behaviour Developing the intention to buy Attitude formation and perception Usage rate Brand loyalty Question 5. Culture impact purchase of phones through Impacting behaviour Changing values Impacting the judgement of the product None of these Question 6. Social status seeking is a function of Group behaviour Individual judgement formation Developig brand loyalty All of these Question 7. Cross cultural consumers of Apple buy Apple products Global consumer have common values Differences lead to different buying motives A global brand image None of these Question 8. Group Dynamics for Apple products is based on Closeness to the brand Social status attached to the brand Word of mouth New products launch Question 9. Group influence buying of Apple products through Developing a social status Reference impact Motivation given by others All of these Question 10. A very important aspect of culture is Commonality beliefs and values Similar thinking None of these We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: +91 82907-72200 (Call/WhatsApp) or +91 88003-52777 (WhatsApp Only) assignment solution help, assignment answers help, Assignment Help 5th Block Assessment Case Study An increased awareness of consumer behavior is essential for business and environmental reasons. The more the consumers are aware of environmental measures, less are the chances of environmental degradation. The Key issue to address consumers awareness towards “Electronic rickshaws” (E-rickshaws) as an environmental friendly drive. Again the study focuses on adoption behavior of consumer to e-rickshaws over traditional fuel driven auto-rickshaws. For this, exploratory study research design has been used through literature review and survey method is used to measure the level of awareness and adoption behavior of consumer towards e-rickshaws. The results indicate that most of the consumer are aware of environmental reasons behind the introduction of e-rickshaws and are ready to adopt in their daily means of transportation. The present study comes with certain loopholes for e-rickshaws and suggests ground for improvement. So, it will be helpful for suppliers of e-rickshaws to modify their models as per demand of consumers. Question 1 Consumer Adoption relates to Buying Consideration of purchase Disposing of products None of these Question 2. Innovation diffusion of E-rickshaw is mostly dependent on Environmental factors Marketing factors Consumer acceptability Efficiency of vehicles Question 3. Introduction and Awareness about the new service should have Innovation Quality Uniqueness in service Compatibility with consumer None of these Question 4. The stages of consumer adoption comprise of Awareness Trial Desire All of these Question 5. Opinion leadership would influence diffusing the innovation through Influencing the customer Taking decision Motivating and forming positive attitude None of these Question 6. The basis of innovation diffusion are Complexity Triability Communicability All of these Question 7. E-rickshaw can develop customer loyalty through Impacting consumer mindset Making it affordable Marketing it well None of these Question 8. E-rickshaw would be adopted quickly through Observablility Triability Innovation All of these Question 9. How can E-rickshaw spread through opinion leadership Developing loyalty Innovation Diffusion Easy Accesability Impulse purchase Question 10. Diffusion process can be improved for innovation through Increasing in communicability Improve customer satisfaction Building awareness None of these We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: +91 82907-72200 (Call/WhatsApp) or +91 88003-52777 (WhatsApp Only) assignment solution help, assignment answers help, Assignment Help Full syllabus Assessment Case Study Burger King failed to attract nutrition-conscious diners through Satisfries, a lower-calorie, healthier version of its French fries, with the result that the company withdrew the product from two-thirds of its restaurants. The failure of Satisfries was a major blow to the global fast food giant which was struggling to provide better dining experiences to customers by serving healthy fast food at its restaurants. Burger King introduced the lower-calorie fries with the objective of attracting more health-conscious consumers and boosting its health-friendly image among the fast food giants in the world. But critics questioned its claim about offering fewer calories and a heathier fast food option than its rivals. The product also failed to satisfy consumers who were not clear about the advantages of Satisfries compared to the company’s regular fries. Moreover, its overpricing, weak brand positioning, bad marketing decision, wrong social media advertisements, and lack of product differentiation among others, resulted in the failure of Satisfries. Question 1. Consumer buying behaviour is impacted by various factors Marketig elements Word of mouth Group Behaviour All of these Question 2. Positioning in the consumer mind is based upon Marketing methods Image about the product Other people's influence None of these Question 3. Developing a different product and concept leads to Innovation diffusion Competitor's marketing New marketing elements None of these Question 4. Offering a health product by a fast food company lead to Adoption by consumer Confused positioning and offer right marketing mix All of these Question 5. Eating and drinking choices by consumers are highly impacted by Demographical issues Geographical concerns Cultural issues None of these Question 6. Perception can be built about a new product offering by Marketing Mix Positioning methods Overall image and imagery All of these Question 7. The most important step in consumer decision process is Information Search Trial Evaluation of Alternatives None of these Question 8. The new product would be accepted based on Observability Compatibility Complexity None of these Question 9. A clear advantage of product over existing one can be developed through Comparison Repositioning Unique features Acceptance by consumers Question 10. The failure of Satisfiers can be attributed to Over pricing Wrong positioning Bad marketing All of these We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: +91 82907-72200 (Call/WhatsApp) or +91 88003-52777 (WhatsApp Only) assignment solution help, assignment answers help, Assignment Help