Consumer Behaviour - NMIMS SOLVED ASSIGNMENTS June 2026

 

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Consumer Behaviour

Jun 2026 Examination

 

 

Q1. A well-known luxury car company is developing a new flagship vehicle targeting affluent professionals who view their possessions as symbols of success and identity. The marketing team wants the car to become an extension of the owner's self-image and to personify sophistication, innovation, and status. They seek ways to infuse the brand's personality into every customer touchpoint from product design to digital content in order to foster emotional attachment and drive premium positioning. Explain how the concepts of extended self and brand personification can be used in the design and communication of the new vehicle to emotionally engage this customer segment. Suggest suitable marketing actions. (10 Marks)

Ans 1.

Introduction

In consumer behaviour, the relationship between a person and a high-involvement product like a luxury car goes far beyond functional utility. Affluent professionals do not simply buy a vehicle for transportation. They buy a statement about who they are, what they have achieved, and how they want to be perceived. Two psychological concepts explain and guide this relationship most powerfully: the extended self, which describes how people incorporate possessions into their self-concept, and brand personification, which describes how consumers attribute human personality traits to a brand. For a luxury car company, mastering both concepts in product design and marketing communication is the difference between selling a car and building a deeply personal, emotionally anchored brand

 

 

Q2 (A). An established luxury car manufacturer notices a decline in sales among younger consumers, despite high product quality and a prestigious brand image. Internal research reveals that the brand's advertising and showroom layouts highlight tradition and exclusivity, but do not resonate with the values and selective attention of the new generation, who prioritize innovation and sustainability. Complicating matters, repositioning risks alienating loyal customers expecting continuity. Using the concept of perceptual selection (expectations and motives), explain why younger consumers may not respond to the brand's current marketing messages. Suggest suitable marketing improvements. (5 Marks)

Ans 2(A).

Introduction

Perceptual selection explains why consumers notice, process, and respond to certain stimuli while ignoring others. It is governed by two internal forces: expectations, which are beliefs formed by prior experience and cultural context, and motives, which are the active needs and values driving behavior at a given time. The luxury car brand's messaging problem with younger consumers is fundamentally a perceptual mismatch, not a product quality failure.

Concept and Application

Perception is selective by nature. The human mind filters out stimuli that do not align with existing expectations or active motivations

 

Q2 (B). A consumer packaged goods company launches a new organic snack line using traditional marketing (health/safety benefits). Despite initial trials, brand loyalty is low. Motivational research reveals deeper desires: buyers want to feel connected to a community of health-conscious individuals (affiliation) and gain respect for their choices (esteem). In a strategic meeting, executives debate whether to shift toward a purpose-driven branding focused on customer community and recognition, or to continue emphasizing rational product benefits. Explain how a purpose-driven branding approach based on these psychogenic needs could help build stronger consumer loyalty. (5 Marks)

Ans 2(B).

Introduction

Psychogenic needs are socially and psychologically derived motivations that drive consumer behavior at a deeper level than functional or safety needs. Maslow's hierarchy and Murray's list of psychogenic needs both recognize that affiliation and esteem are powerful motivators that, when satisfied by a brand experience, create emotional loyalty that rational product benefits alone cannot generate. The organic snack company's low loyalty problem is a direct consequence of communicating at the wrong

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