Course: Consumer Behaviour

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NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Consumer Behaviour

Internal Assignment Applicable for June 2016 Examination

Assignment Marks: 30

Instructions:

·         All Questions carry equal marks.

·         All Questions are compulsory

·         All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3in not more than 500 words for each subsection. Use relevant examples, illustrations as far aspossible.

·         All answers to be written individually. Discussion and group work is not advisable.

·         Students are free to refer to any books/reference material/website/internet for attempting theirassignments, but are not allowed to copy the matter as it is from the source of reference.

·         Students should write the assignment in their own words. Copying of assignments from otherstudents is not allowed.

Question.1. Indian FMCG company having good range of well established brands in India, decided tolaunch packaged different fruit juices in Indian market, you as a brand manager, help thecompany in deciding the process of segmentation to launch branded fruit juice in Indianmarket. (10 Marks)

Answer:Dabur India Ltd is one of India's driving FMCG Companies with Revenues of about US$750 Million (over Rs 3416 Crore) and Market Capitalization of over US$3.5 Billion (over Rs 16,000 Crore). Expanding on a legacy of value and experience of more than 125 years, Dabur is today India's most trusted name and the world's biggest Ayurvedic and Natural Health Care Company.

Dabur India is likewise a world pioneer in Ayurveda with an arrangement of more than 250 Herbal/Ayurvedic items. Dabur's FMCG portfolio today incorporates five lead brands with unmistakable brand characters - Dabur as the

Question.2. One of the American Fast Food chain company showing interest in entering Indian market,you as their head of marketing help them in the process of entering Indian market lookinginto Indian culture. You need to responds to this question with specific points, keeping inmind Indian consumers and their culture. (10 Marks)

Answer:India has long had reputation for being by and large antagonistic to foreign organizations, however with regards to fast food, worldwide chains are as a rule warmly invited by a youthful, upwardly versatile populace.

In the previous couple of months, Taco Bell, Krispy Kreme, Burger King and McDonald's have either declared arrangements to extend in India or have opened new outlets around the nation. Krispy Kreme was the most recent to open another

Question.3. One of the largest international brand of Ice cream company interested in entering Indianmarket, you as a head of Marketing prepare:

a)What kind of market research you would like to conduct and why? Give your logicalexplanation (5 Marks)

Answer:Client behavior study depends on purchaser purchasing behavior, with the client assuming the three unmistakable parts of client, payer and purchaser. Relationship showcasing is a compelling resource for client behavior investigation as it has a distinct fascination in the re-revelation of the genuine significance of advertising through the re-insistence of the significance of the client or purchaser. A more prominent significance is likewise put on purchaser maintenance, client relationship administration personalization, customization and coordinated advertising. Social capacities can be ordered into social decision and welfare capacities.

b)Prepare an questionnaire to conduct market survey to gather primary data from the market(5 Marks)

Answer:As we realize that client is the ruler of any business, It is crucial to comprehend client desires their inclinations towards the item and their needs and needs. Without comprehension shopper behavior no organizations can survive.

It serves as an input from the purchaser and give the organizations the message with respect to the customer states of mind, organizations

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