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Internal
Assignment Applicable for April 2018 Examination
Consumer
Behavior
Q1. What do you understand by consumer
involvement. How would you classify the following purchase decision in terms of
high or low involvement decisions? Explain the reason for your classification
in each case.
·
Gel
Pen
·
An
Birthday Greeting Card to wife
·
Restaurant
selection
·
Car
·
Selection
of school for your child
·
Stationery
for everyday use.
Q2. A well-known International fitness
company is planning to set up a nationwide fitness centers in India. Describe
how this international company can use psychographics to plan its segmentation
and promotion strategy. Using VALS II typology, suggest which segments should
the company target and why?
Q3 What type of information search
behaviour would you expect in the first time purchase of the following products
and why?
a Ice Cream
Skin whitening Cream
Lap top
A study table
3b. What are the implications of the
above information search behavior for marketers of these products? Explain. (5
Marks)
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