Consumer Behavior - Do You Agree with the Company's Identification

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Consumer Behavior

1. You are the brand manager of a new line of light weight autofocus,

economically priced digital cameras. Describe how an understanding of

consumer behavior will help you in your segmentation strategy and promotion

strategy. What are the consumer behavior variables that are crucial to your

understanding of this market ?

2. Gillette, an established market leader in shaving products, is planning a foray

into skin care products for men. How can the company use stimulus

generalization to market these products ? Can instrumental conditioning also be

applied in this marketing situation ? How ?

3.

You have been asked to advise a means wear apparel manufacturer, to

help them suitably segment their market and identify the most appropriate

target segment. The company manufactures both formal and casual wear, and

has a stylish, up market range. You want or to apply the VALSII typology to

help them identify the target segments. Explain how would you utilize this

approach and which segments would be the most appropriate for this

manufacturer ?

4.

Discuss the components of an attitude. Taking the example of a

consumer enable purchase decision, explain what functions do attitudes play

in consumer decision making.

5.

How as a marketer of home appliances, would you use the knowledge of

post purchase evaluation by consumer, to ensure that your consumers do not

experience any dissonance ? Describe the response strategies you will follow

6. “Consumers are always right, but not always” - Agree (or) Disagree, Support

your arguments with and examples

What

in your view are

the consumer behavior variables

that

the

Company

should

study before rolling out its detailed marketing effort ?

(b)Do you agree

students as the...