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Consumer Behaviour
Dec 2025 Examination
Q1. A start-up is
launching a line of eco-friendly travel gear, aiming to attract environmentally
conscious and adventurous consumers. The team has identified that their target
market includes individuals who are curious, imaginative, and value
sustainability, as well as those who are detail-oriented and prefer reliable,
high- quality products. The company wants to use the Big Five personality
traits model to segment the market and tailor its marketing strategy, but is
unsure how to translate these personality insights into actionable campaign
elements. Based on the scenario, how should the marketing team apply the Big
Five personality traits framework to design a targeted campaign for a new
eco-friendly travel gear brand, ensuring the messaging and product features
resonate with consumers high in openness and conscientiousness? (10 Marks)
Q2(A). A global
cosmetics company is launching an eco-friendly skincare line targeting
environmentally conscious millennials. Market research reveals that this
segment has high expectations for sustainability and transparency, and is
motivated by both ethical values and personal wellness. However, past
greenwashing scandals in the industry have made consumers skeptical of new
claims. The marketing team must decide how to craft messages and select
channels that will break through selective perception filters and build genuine
trust. Critique the role of consumer expectations and motives in shaping
selective perception during the launch of a new eco-friendly skincare line.
Evaluate how marketers should tailor their communication strategies to align
with these psychological factors, and justify which approach would most
effectively overcome skepticism and drive adoption. (5 Marks)
Q2(B). A global luxury
brand is planning to expand its presence in both Western and Asian markets. The
marketing team proposes to segment and target consumers based on Maslow’s
hierarchy of needs, designing campaigns that appeal to esteem and self-
actualization in the West, and to social and safety needs in Asia. However,
some executives are concerned that this approach may not fully capture the
complexity of consumer motivations, especially given cultural differences and
the tendency for needs to overlap. The team must decide whether to proceed with
this framework or adapt it. Critically evaluate the decision of a global luxury
brand to use Maslow’s hierarchy of needs as the primary framework for
segmenting and targeting consumers in both Western and Asian markets.
Considering cultural differences and the overlapping nature of consumer
motivations, what improvements would you recommend to enhance the effectiveness
of their marketing strategy? (5 Marks)
Dear students, get fully
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Do send your query at :
or call us at :
08263069601
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assignments available with 100% surety and refund)
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