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Subject: Consumer Behavior  Time: 3 Hours 

Crédits: 3

Maximum Marks: 70

INSTRUCTIONS:

y  Attempt any 4 question in Part A. All questions carry equal marks.

y  Part B (Case Study) is compulsory which carries 30 marks.

y  Begin your answer to a new question on a new page

y  Write legibly. Draw a margin on both edges of the answer sheets

y  Ensure that your answer number should match the question number that you are answering.

Section A: Answer any four (10x4)

1.  There has been an Advertisement of Consumer durables like a Car. Please identify

the psychological, social and cultural influences that might affect the purchase doesthe advertisement target particularly any segment?

2.  You are a research department manager, prepare a five research questionnaire to

evaluate the influences on consumer behavior and interview (1) restaurant manager

(2) marketing manager of a consumer products company and (3) owner of a beauty

parlor?

3.  You are a marketing manager. A new company is planning to introduce a line of 

pre- cooked food items that will be quite convenient and far less time consuming to

prepare food in minutes? How shall the company do with the market segmentation?

4.  You are an advertizing manager of a sports outfit company. Develop three different

themes based on three different levels in need hierarchy for the ad campaign?

5.  Construct a Brand personality inventory of two different brands in the same

product category? Do these brand ³personalities´ relate to advertizing in Consumer

Behavior strategies to differentiate these Brands?

6.  You are a Manager of a Deodorant and a mouth freshener company, how shall be a

creation of (a) Positive Reinforcement (b) Negative Reinforcement for the product

in your company?

7.  Use any µscale¶ of your choice to measure any attitude of the following items like the

(a) Computers (b) Soft Drinks (c) fast food joint?

8. 

You are the chief manager of Apple Computers? How in an advertisement we canchange the attitude about the PCs? Why do you think ads like these are going to be

successful?

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Part B (Compulsory)

A Case Study on Bharti Airtel ³Express Yourself ´

Over the last couple of years, the market has grown considerably, with deeper penetration

and wider usage of voice and data services, accompanied by much higher competitiveintensity,´ Atul Bindal, chief marketing officer, Bharti TeleVentures, expands on this. ³In

this context, differentiating merely on network, coverage and SMS is just not enough. You

need to go beyond all the rational identifiers ± which are prerequisites in any case ± and

connect at a deeper level. We needed a strong differentiator in an increasingly

commoditized and crowded market. We found this differentiator in a core human truth

that defines our category ± which is that there are moments when you need to make your

point, when you need to be heard. Expressing and communicating are perhaps two of the

most basic emotions. AirTel enables you to make your point in the most expressive way,

anytime, anywhere. The campaign is towards owning this through µExpress yourself.¶ We

believe µExpress yourself¶ allows us to connect at a deeper level and create a long-term

platform for the brand.´

For AirTel, the challenge also lay in presenting a unified µface¶ to the consumer. This

assumes significance when viewed in the light of the company¶s pre- and post-paid

communication, which, in the past, had been treated very differently. Brand image, as a

result, was being driven in two different dimensions. ³Brand AirTel is a category leader

straddling completely different market segments such as consumer, business and

corporate, as well as different voice, data and payment platforms,´ says Bindal. ³µExpress

yourself¶ enables the brand to unify and connect across the entire base of our existing and

prospective customers.´

One of the most obvious benefits of owning a property such as µcandid expression¶ (andµExpress yourself¶) is the expansive nature of the thought. ³The moment you have as broad

a canvas as µExpress yourself¶, it becomes easy for anyone working on the brand to come

up with new ideas and executions. That¶s what makes a good campaign idea,´ observes

Rediff¶s Prashant Godbole, who, along with creative partner Zarvan Patel, conceived the

campaign. This is just the proverbial tip of the iceberg, Patel adds. ³We will be taking the

idea forward in many different ways in the forthcoming work,´ he informs. Patel also

credits his creative team for ³fleshing out the idea´.

In October 2002, Magic led the market, with 30% of the market share. Bharti claimed that

its strategies were one of the most ambitious experiments ever in the Indian pre-paid

cellular telephony market. However, given the increasing competitive pressure, doubtswere being expressed regarding the ability of Bharti¶s marketing initiatives to help Magic

retain its µMagic¶ in the future.

(1) Has Bharti Airtel been able to keep up with the latest product demands living

conditions in for the product in the Market?

(2) What does µExpress Yourself¶ wants to say in the above listed lines?

(3) How do you rate the Bharti Airtel as in comparison to other cellular networks