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Consumer Behavior-NMIMS Apr 18

Consumer Behavior-NMIMS Apr 18

Consumer Behavior

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Q1. What do you understand by consumer involvement. How would you classify the following purchase decision in terms of high or low involvement decisions? Explain the reason for your classification in each case. (10 Marks)

  • Gel Pen
  • An Birthday Greeting Card to wife
  • Restaurant selection
  • Car
  • Selection of school for your child
  • Stationery for everyday use.


Q2. A well-known International fitness company is planning to set up a nationwide fitness centers in India. Describe how this international company can use psychographics to plan its segmentation and promotion strategy. Using VALS II typology, suggest which segments should the company target and why? (10 Marks)


Q3 What type of information search behaviour would you expect in the first time purchase of the following products and why?

Q3a (5 Marks)

„« Ice Cream

„« Skin whitening Cream

„« Lap top

„« A study table


Q3b. What are the implications of the above information search behavior for marketers of these products? Explain. (5 Marks)

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