Description

Consumer Behaviour

September 2024 Examination

 

 

1. Go to website www.tirabeauty.com. Assume you are the Marketing Manager at Tira which is planning to launch a new line of luxury perfumes for women in the higher middle-class segment – women who want to use big brands but cannot always afford to use them so they buy a mix of highly branded and home-grown luxury perfume brands. You’re aware of the principles of classical conditioning and its potential impact on consumer behavior. How would you apply classical conditioning techniques to create a favorable association between your perfume and positive emotions in potential buyers? (10 Marks)

Ans 1.

Introduction

In the competitive luxury perfume market, leveraging psychological principles can significantly enhance marketing strategies. One effective approach is applying the principles of classical conditioning, a concept originally introduced by Ivan Pavlov. This psychological framework can be instrumental in influencing consumer behavior by associating a product with positive stimuli that evoke desirable emotions. As the Marketing Manager for Tira, the goal is to launch a new line of luxury perfumes targeted at higher middle-class women who aspire to own prestigious brands but often settle for a mix of high-end and local luxury fragrances. Utilizing classical conditioning, we can strategically create favorable associations between our new perfume and the luxurious, positive experiences that our target audience

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2. North India experiences extreme climates – typically states of Rajasthan, MP, UP, Bihar, Jharkhand, Delhi, etc have very hot summers and very cold winters. Many people in these states use air-conditioners in summer and radiation heaters in winter to fight the extremes of climates. Now a major consumer durable company has introduced a combined air- conditioner cum heater so that consumers do not have to buy 2 appliances like the AC and a heater. A single appliance can now work both as an air-conditioner cum heater. Using the model of Diffusion of Innovation explain the different product parameters that will influence the consumer acceptance of the combined air-conditioning cum heating unit. (10 Marks)

Ans 2.

Introduction

In regions like North India, where seasonal temperature fluctuations are extreme, the demand for climate control appliances like air conditioners and heaters is significant. To cater to these needs efficiently, a leading consumer durable company has introduced an innovative solution: a combined air-conditioner and heater unit. This dual-function appliance presents a significant advancement in home climate control technology, promising convenience and cost-efficiency. Understanding the factors that will influence consumer acceptance of this innovative product is crucial. The model of Diffusion of Innovation, developed by Everett Rogers, offers a robust framework for analyzing how new products like this combined unit

 

 

3. Answer the following
4. How would a child influence the choice of product in the family? Take a product of your choice and explain how a marketer can get across to a child in order to make the child influence his/her family to buy that product. (5 Marks)

Ans 3a.

Introduction

Children play a significant role in family purchasing decisions, a phenomenon known as “pester power” or “kidfluence.” Marketers recognize that children can effectively influence their parents’ buying choices, especially in categories like food, entertainment, and technology. By engaging children directly, marketers can indirectly shape the purchasing behaviors of the entire family. This dynamic is particularly evident in the marketing of breakfast cereals, where children are the primary influencers due to their preferences and

 

1. What is classical conditioning in Consumer Behaviour. Mother’s Recipe has a range of “Ready to Cook” products. It is planning to launch a new category – the favourite Indian Meal called “Khichdi” under the “Ready to Cook” range. There will be a variety of Khichdi’s from different areas of India available to the consumer. How can Mother’s Recipe use the principle of Classical Conditioning to popularize the range of Khichdis it is planning in the market. (5 Marks)

Ans 3b.

Introduction

Classical conditioning is a psychological concept extensively applied in consumer behavior to create favorable associations between a product and desired emotional responses. This principle involves pairing a neutral stimulus (the product) with a positive stimulus that elicits an automatic emotional or physiological response. For Mother’s Recipe, which is set to launch a new “Ready to Cook” range featuring various regional versions of Khichdi, applying