Description

Consumer Behaviour

April 2025 Examination

 

 

1. How has Amul  planned  its  expansion  in  the  US  market?  How  is  it  giving  the consumers in the US “The taste of India”?  (10 Marks)

Note:- Please refer article of business standard of 25th March 2024 for writing this answer.

Ans 1.

Introduction

Amul, India’s leading dairy cooperative, has long been synonymous with “The Taste of India,” offering a diverse range of dairy products that have become household staples. Founded in 1946, Amul has played a pivotal role in India’s White Revolution, transforming the country into one of the world’s largest milk producers. Building on its domestic success, Amul has strategically planned its expansion into the United States market, aiming to cater to the growing demand for authentic Indian dairy products among the Indian diaspora and health-conscious consumers. This expansion not only seeks to introduce traditional Indian

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2. How are consumers staying digitally relevant in today’s context? How is the online sales increasing and how is it benefiting the consumer? (10 Marks)

Note:- Please refer business standard article of 2nd  June 2024 for writing this answer titled Selling like hot cakes: Online sales blaze as consumers click to stay cool.

Ans 2.

Introduction

In the contemporary digital era, consumers are increasingly integrating technology into their daily lives to stay relevant and enhance convenience. The proliferation of smartphones, high-speed internet, and user-friendly applications has transformed the way individuals interact, work, and shop. A notable manifestation of this digital integration is the significant rise in online sales, particularly during periods of extreme weather conditions. For instance, during the heatwave in June 2024, there was a marked surge in online purchases as consumers preferred the comfort of their homes over braving the scorching temperatures. This trend

 

 

3. Case Study (10 Marks)

Prices of consumer durables may go up

Container prices have shot up by up to 300 per cent in the past one month owing to geopolitical tensions between Israel and Iran following the former’s attack on Hamas, causing shortages and pushing consumer durables companies to increase prices.

Companies have planned increases but some are yet to decide on the extent of the increase. “Inventory shortages, worsened by disruption in the Red Sea due to geopolitical tensions between Israel and Iran, are significantly impacting the logistics landscape.

There is a noticeable shortage of inventories across China, especially in East and South China, compared to its demand. This imbalance has caused shipping container prices to increase by 150-300 per cent, depending on factors like lot size and material type, making it more challenging for businesses to secure cargo space for shipments,” Arjun Bajaj, director at Videotex, an Indian original equipment manufacturer/original design manufacturer, told Business Standard.

He said there was an upward trend in container costs, with prices changing every week and were expected to go up even further, with no clear timeline for resolution from freight operators. This is affecting not only India but also the global supply chain.

The company has not decided on the price increase. However, Super Plastronics, a Kodak brand licensee, is planning to increase prices by 3-5 per cent in June and another 3-5 per cent in July on its TV sets. Avneet Singh Marwah, chief executive officer, said due to rising container prices, coupled with raw material prices shooting up, the company was forced to go in for another round of price elevation. “This situation is similar to the one we faced during the pandemic years, where costs were constantly increasing and we were forced to make our products costlier,” he said. Bajaj said:

“The rise in costs has led to higher manufacturing expenses, increased working capital requirements, disrupted the cash flow, extended production timelines, and complicated delivery schedules. To address these challenges, we are strengthening our collaboration with logistics partners and implementing careful inventory management practices. Currently, Videotex has managed the situation, maintaining sufficient inventories to meet production demands for the next three months.” B Thiagarajan, managing director, Blue Star,  said  China’s  growth  seemed to  have  revived  and  the US  is  also  going  to  start witnessing growth.

“The world doesn’t have that much material to offer to cope with this growth. However, India is the hottest country in terms of growth,” Thiagarajan said. The company raised prices by 3 per cent ten days ago and it would keep monitoring the situation. If prices reduce then the company will roll back the price increase, he said. Thiagarajan anticipates a huge shortage of raw material due to growth in various economies. “You pay a price for growth. The price is going to be the waiting period and then there is going to be a cost attached to it.”

Note:- This article is from 30th May 2024. Kindly refer business standard newspaper for reading this article.

1. Why are the consumer durables companies increasing the prices? What other factor has caused the cost to increase? (5 marks)

Ans 3a.

Introduction

In May 2024, consumer durables companies faced significant challenges due to escalating geopolitical tensions between Israel and Iran. These tensions led to substantial increases in container shipping costs, compelling companies to consider raising product prices. This situation mirrors previous disruptions where external factors severely impacted supply chains and operational costs.

Concept and Application

Impact of Geopolitical Tensions on Shipping Costs

The geopolitical conflict between Israel and Iran disrupted key maritime routes, notably in the

 

 

1. How much is super plastronics increasing its price and why? What is the reason for the cost going spiral which will impact the customer after all? (5 marks)

Ans 3b.

Introduction

Super Plastronics, the brand licensee for Kodak televisions in India, announced plans to increase product prices in response to escalating operational costs. This decision reflects broader industry trends where companies adjust pricing strategies to maintain profitability amid rising expenses.

Concept and Application

Planned Price Increases by Super Plastronics

The company plans to implement a 3-5% price increase in June, followed by another 3-5%