Description

Consumer Behaviour

Dec 2025 Examination

 

 

Q1. A leading FMCG company is launching an eco-friendly detergent in a highly competitive market. The product is priced slightly higher than conventional options but offers unique environmental benefits. The marketing team is tasked with designing a campaign that not only highlights the product’s features but also guides consumers through the entire decision-making process—from problem recognition to post-purchase behavior. The team must consider how to appeal to both rational motives (such as cleaning efficiency and value for money) and emotional motives (such as pride in making sustainable choices), while also addressing potential cognitive dissonance after purchase. Based on the scenario, how should the marketing team apply the five-stage consumer decision-making model to develop a campaign for a new eco-friendly detergent, ensuring each stage addresses both rational and emotional buying motives to maximize consumer engagement and conversion? (10 Marks)

Ans 1.

Introduction

Consumer decision-making is a complex process influenced by both rational and emotional factors. When a company introduces a new product, especially in a competitive FMCG market, it must carefully guide potential buyers through the stages of awareness, evaluation, and purchase. In the case of an eco-friendly detergent, the challenge lies in convincing consumers to pay a slightly higher price compared to conventional alternatives while highlighting its unique environmental benefits. The five-stage consumer decision-making model—problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior—provides a structured approach to design an effective marketing campaign. By addressing rational motives such as product

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Q2 (A). Emma, a marketing professional, recently purchased a new smartphone. Her decision was shaped by a strong brand image, positive past experiences, and exposure to visually striking advertisements. Despite encountering some negative customer reviews, Emma largely dismissed them, focusing instead on information that confirmed her favorable view of the brand. This selective perception led her to overlook potential product issues, reinforcing her loyalty and satisfaction with the purchase. Critically evaluate how Emma’s selective perception influenced her response to both positive and negative information about the smartphone brand. In your assessment, consider the roles of prior experience, brand loyalty, and the filtering of contradictory data. Briefly explain what improvements marketers could make to address such selective perception in similar consumer scenarios? (5 Marks)

Ans 2a.

Introduction

Consumer behavior is shaped not only by the information available but also by how individuals interpret and filter it. Selective perception occurs when a consumer focuses on information that supports their beliefs while ignoring data that contradicts them. In Emma’s case, her strong brand loyalty, positive experiences, and exposure to appealing advertising influenced her decision-making. Despite seeing negative reviews, she largely disregarded them. Understanding how selective perception operates helps marketers

 

Q2 (B) A renowned luxury automobile manufacturer is planning to launch a new flagship model in multiple international markets. The marketing team is debating whether to focus on the car’s status and exclusivity (esteem and power needs), its advanced safety and comfort features (safety and physiological needs), or its community- building initiatives (affiliation and social needs). The team must also consider how to appeal to achievement-oriented consumers who value personal success. The campaign must balance these motivations to attract a broad yet loyal customer base. Critically evaluate how a global luxury automobile brand can leverage both Maslow’s hierarchy of needs and the trio of needs (power, affiliation, achievement) to design a marketing campaign that appeals to diverse consumer motivations. Briefly explain what potential conflicts or synergies might arise when targeting multiple motivational drivers. (5 Marks)

Ans 2b.

Introduction

Luxury brands rely heavily on understanding consumer motivations to design effective campaigns. When launching a new flagship car, a manufacturer must appeal to diverse needs, from functional safety to emotional desires for prestige and belonging. Maslow’s hierarchy of needs and the trio of needs model provide valuable insights. By aligning esteem, safety, affiliation, and achievement, marketers can create a multidimensional strategy. The challenge lies in balancing exclusivity with inclusivity, ensuring that diverse