BBA/Seventh Semester/MKM 201: Buyers’ Behavior
Full Marks: 60
Time: 3 Hrs
Brief answer questions: [10X1=10]
1. Give two reasons for analyzing consumer behavior?
2. Differentiate primary and secondary social group.
3. What is cognitive dissonance?
4. What is sub-culture?
5. What are the steps in consumer buying process?
6. List psychological fields that influence consumer decision making process.
7. List out different level/situation of organizational buying decision.
8. Define Halo effect.
9. What are three major components of Tri-component attitude model?
10. Differentiate id, super ego and ego.
Short answer questions: [6X5=30]
11. Explain how marketers access problem recognition behavior of consumers.
12. Illustrate evaluation criteria of consumer decision rules.
13. Explain personality theories along with their marketing application.
14. What is social stratification? How does the social class influence consumer behavior?
15. Discuss marketing application of Stimulus Generalization and Stimulus Discrimination.
16. Differentiate consumer buying and organizational buying behavior.
Comprehensive answer questions: [4X5=20]
17. Read the following case carefully and answer the questions that follow:
This case is about Unilever’s “Campaign for Real Beauty” (CFRB) marketing campaign for its leading personal care brand ‘Dove’. CFRB was a multi-faceted campaign that sought to challenge the stereotypes set by the beauty industry. This campaign featured regular women (non-models) who were beautiful in their own way and did not fit in with the idealized images of models, super-models, and celebrities. Unilever developed the CFRB campaign based on a global study on the perceptions and attitudes of women with regard to their personal beauty and well-being. This campaign was a huge success as it was appreciated by many consumers and resulted in increased sales of Dove products. It also generated plenty of buzz and wide media coverage for the Dove brand.
Many marketing analysts felt that CFRB was a revolutionary campaign because the ads showed ordinary women who were confident and happy with themselves. The ads had succeeded at grabbing the attention of consumers.
Marketing messages in the beauty industry are largely “aspirational”. It is also common marketing knowledge that people are attracted to the attractive images shown in these ads and make an unconscious connection between the model’s appearance and the products. Some experts felt that Dove’s campaigns had a significant marketing risk as it had to convince women that they need Dove products to become even better.
- Investigate women sense of perception, attitude and learning phenomenon for their cosmetic purchase behavior. Are they stereotyped?
- Explain importance of aspiration values and self image for designing positively appealed communication to consumers in reference to above case.
- Using celebrities or some diva star could be easier for Dove to influence its consumers; still it tried on a commoner to project Dove beauty. Make your critical analysis.
- Make your comment on how Nepalese marketers are using star celebrities for the endorsement of product and services.