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Consumer Behaviour-NMIMS-June-17

Consumer Behaviour-NMIMS-June-17

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1. Family plays an important role in consumer decision making process. William Wells and George Gubarhas proposed eight stages to describe family life cycle. As a management trainee you have been asked to identify two product brands for each family life cycle stages. Also, elaborate the same with detailed explanation and reason. (10 Marks) 2. Thailand based, internationally known “Glamour” Cosmetics Company showing interest in entering Indian market, you as their head of marketing explain how understanding the local culture (Indian Culture) plays a crucial role in launching new brand in a new market. The company is having a strong presence in many countries. The company targets female in the age group of 18 to 30 years. The company has Hollywood stars promoting this brand. (10 Marks) 3. One of the well-known Indian branded clothing designer company would like to expand their business through entering international market into SE Asian country like Singapore or Thailand , you as a head of International Marketing consultant: a) What kind of market research you would like to conduct and why? Give your logical explanation (5 Marks) b) Prepare an questionnaire to conduct market survey to gather primary data from the market (5 Marks)
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