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Consumer behavior
Q1. Celebrities, particularly movie stars, TV
personalities, popular entertainers, and sports icons, are a symbolic reference
group because they are liked, admired, and often have a high degree of
perceived credibility. Therefore, many marketers use them to promote their
products and services. Please state what parameters would a marketer consider
for determining which celebrity should be used for a particular brand. Analyse
the role of celebrity star Amitabh Bachchan in influencing consumer behaviour
as a brand ambassador for Gujarat Tourism (10 Marks)
Answer 1.
Introduction
Domestic traveler arrivals in Gujarat have virtually expanded
drastically, with an about 70 percent increase from within the country, a 50
percent increase from other areas of India and non-resident Indians, and an
about 100 percent increase from international visitors. Gujarat Tourism has
engaged in the "Khushboo Gujarat Ki" campaign with renowned Hindi
film big name Amitabh Bachchan as the logo ambassador during the last three
years. It sponsored a case study on Gujarat's branding
Q2. Culture is the
fundamental determinant of a person’s wants and behavior. The growing child
acquires a set of values, perceptions, preferences, and behaviors through his
or her family and other key institutions.
a. Explain culture,
sub-culture
b. Analyse any 3
typical values that Indian children are exposed to from their childhood which
are part of our culture and how they impact their purchase choices when they
grow (10 Marks)
Answer 2a.
Introduction
Way of life can be described as the manner of life of people in
a specific culture. Human beings are mastering the applicable and anticipated
norms of morality. For example, while a toddler is born, it isn't the simplest
straightforward; however, it also recognizes a way to react. This
Answer 2b.
Introduction
The eye of advertisers and media liaisons to child customers has
multiplied dramatically in the latest years. The idea of advertising for small
customers isn't new, but the methods to put kids inside the marketplace
location are like this. sales include no longer the most effective product,
Q3. Answer the following
a. What is Customer Involvement – Explain the 4 types
of customer involvement in product purchases (5 Marks)
b. Classify the following purchase decisions in terms
of the above i. Buying a gift for
your parent’s 25th wedding anniversary
ii. Laptop
iii. Groceries
for daily use at home
iv.
Ordering-in food at home on a Sunday evening through Swiggy / Zomato (5 Marks)
Answer 3a.
Introduction
Some
customers are more interested in gadgets and buying than others. A consumer
passionate about a product will want to examine the whole thing to recognize
approximately it earlier than making a buy. As a result, he drastically reads
brochures, evaluates brands and models presented at various places, asks
open-ended questions, and seeks recommendations. Consequently, client
Answer 3b.
Introduction
The
type of objects a customer needs to shop for affects their decision to buy.
When shopping for espresso, the patron's conduct is very one of a kind from
that of the patron when shopping for an automobile. The extra complicated
transactions and the more high-priced digging need to be
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