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Consumer
Behaviour
Dec
2025 Examination
Q1.
A global FMCG company is planning to launch an eco-friendly detergent in a
market characterized by diverse cultural values, social norms, and
communication channels. The product appeals to environmentally conscious
consumers, but the company must identify and target segments most receptive to
sustainability messaging. The marketing team needs to integrate insights from
multiple disciplines to craft effective segmentation, targeting, and
positioning strategies. How can the brand apply interdisciplinary consumer
behavior theories (psychology, sociology, anthropology, communication) to
develop a segmentation and positioning strategy for a new eco- friendly
detergent in a culturally diverse market? (10 Marks)
Q2.
A large retail chain has noticed a significant increase in unplanned purchases,
particularly among young adults and teenagers, after introducing new product
displays near checkout counters and running frequent flash sales. While these
tactics have boosted short-term sales, customer complaints about overspending
and regretful purchases have also risen. The management is concerned about the
long-term impact on customer loyalty and brand reputation, especially as some
advocacy groups have criticized the chain for encouraging compulsive
consumption. Evaluate the effectiveness of a retail chain’s current strategies
in managing impulsive and compulsive buying behaviors among its customers.
Critique the placement of products, promotional tactics, and in-store stimuli,
and recommend improvements to balance sales growth with ethical consumer
practices. (10 Marks)
Q3(A).
An international confectionery brand is planning to launch a premium chocolate
range in a country where gifting is an integral part of social and family life.
Gifting occasions range from festivals and weddings to personal milestones. The
company recognizes that gifts carry symbolic meanings and are shaped by
cultural values, and wants to create a marketing approach that authentically
connects with local traditions while differentiating its brand. A multinational
company wants to introduce a new product line in a market where consumer
gifting behavior is deeply symbolic and influenced by social norms. Design a
culturally sensitive marketing strategy that leverages the interdisciplinary
nature of consumer behavior, including anthropology and communication, to
position the product as an ideal gift. How would you ensure the strategy
resonates across different gifting occasions and strengthens brand loyalty? (5
Marks)
Q3(B).
A leading technology company has launched a new smartphone model targeting
young adults. Despite strong initial sales, customer feedback reveals that many
buyers experience cognitive dissonance and regret after their purchase, leading
to negative word-of-mouth and reduced repeat purchases. The company wants to
address these issues by designing a post-purchase engagement plan that
reassures customers, reinforces their purchase decisions, and encourages
positive brand advocacy. Propose a multi-stage consumer engagement strategy for
a technology brand that has observed high rates of cognitive dissonance and
post-purchase regret among its younger customers. How would you leverage
post-purchase communication, social proof, and value reinforcement to reduce
dissonance and build lasting brand loyalty? (5 Marks)
Dear students, get fully
solved assignments by professionals
Do send your query at :
or call us at :
08263069601
(Plagiarism proofed
assignments available with 100% surety and refund)
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