Consumer Behaviour – Attempt questions

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Marketing Management Note: Attempt questions from all sections as directed.

Section – A: Attempt all FIVE questions. Each question carries 06 marks. [30 Marks]

Q. What is consumer behavior? Why is it important to study consumer behavior?

Q. Discuss the concept of marketing. How is marketing orientation relevant to business?

Q. Discuss the difference between micromanagement and macro environment?

Q. Explain the influence of the internal factors on the consumer decision making process?

Q. Write short notes on:- a) b) Marketing Information System Marketing research

Section – B: Attempt all THREE questions. Each question carries 10 marks.

Q. TIC food division launched toffee segment in December 2005. The market size for toffee in India in 2006-07 was at RSI. 2400 million and it was growing at 13%annually. What sales forecasting methods would you suggest to TIC and why?

Q. What is Strategic Planning. What is the Relationship between Marketing and Strategic Planning

Q. Discuss the significance of segmentation, targeting and positioning in a company’s marketing strategy? Section – C [xx 2 Marks]

Q. In the Indian rural markets, consumers generally buy sachets / small packs of

FMC products. This also facilitates the process of trial for companies that sell their products to these customers. Traditionally, small, unrecognized players dominated this market. However, now Macs are increasingly focusing on the rural markets to increase their revenues. A regional player wants to find out what he should do to tackle competition from larger multinationals. What type of research framework will you adopt for this regional player? Keep in mind the social, cultural and economic background of the intended market while designing the research framework?

QUOI. Consumer Behavior

By attained Retailer – Positioning (And Repositioning): From ‘Touch Tomorrow’ to ‘Live Every Moment’ In late-2002, Birth Cellular Ltd. (Birth), Indian’s largest cellular telephone company released a television commercial (TV), which despite using the ‘oft-repeated’ celebrity endorsement route was unusual in terms of its celebrity selection.. Instead of using the usual movie stars/sports celebrities, it chose one of the country’s most successful music composers, A. R Raman (Raman) to promote its brand . The campaign attracted considerable media attention because this was the first time

Raman had agreed to do a television commercial and also because, Raman had been paid RSI 10 million for the campaign, a sum usually unheard of, for celebrity endorsers in India. The campaign received brickbats as well as bouquets in the media, both for the selection of Raman and the TV’s execution. However, Birth claimed to have scored an ace in terms of getting Raman to compose five exclusive symphonies downloaded as ring tones for Retailer users. The TV was a part of the brand repositioning and restructuring efforts for Retailer, as part of which, Birth changed the brand’s tagging in early-2002 from ‘Touch

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