Exploring Consumer Behavior (ECB) MARKING GUIDELINE PGDIP JUNE 2017 EXAMINATION PGDIP

Transcription

1 Exploring Consumer Behavior (ECB) MARKING GUIDELINE PGDIP JUNE 2017 EXAMINATION PGDIP

2 PART ONE MCQ a b c d 1.1 x 1.2 x 1.3 x 1.4 x 1.5 x 1.6 x 1.7 x 1.8 x 1.9 x 1.10 x 1.11 x 1.12 x 1.13 x 1.14 x 1.15 x 1.16 x 1.17 x 1.18 X 1.19 x 1.20 x Total 20 2 of 6

3 PART TWO SHORT ANSWER QUESTIONS 2. Personality has both consistency and endurance. 74 If a marketer can predict that, his TG is innovators. He can create marketing communication messages to appeal to that segment. Total It is the process, which individuals learn by observing the behavior of others. Advertisers may use this to introduce new products or new ways of using the existing products 153 Example Knor Chicken Cube Using it on Dhal Curry, Pol Sambol etc Total Similar attitudes consistently lead to same behavior. However, attitudes are not permanent and can change based on circumstances. Example Sri Lankans generally prefer Japanese cars. However, with the limited disposable income that one would have he would go for a Indian Maruti / Alto based on the financial circumstances. Total of 6

4 5. Students are free to use any advertisement to display the the parents involvement in socialization process. Following are some examples. 280 / 281 Raththi How a mother is very economical in her spending Lifebuoy / Dettol hand wash Importance of washing hands Anchor Mother s concern over nourishment the children get Surf Excel Its alright to play and get dirty Total Marketers should pay attention to the cultural changes to identify new opportunities or to abandon dried up markets. (Students can take any example of their choice) 316 Example Possibility of giving educational programmes through electronic devices / Role of working women / convenient food options Prima Cup noodles / Health conscious food options more people opting for salads and health food Total 10 4 of 6

5 7. It is important to accurately define the research objective. The research methodology, whether it is qualitative or quantitative techniques to use all depends on the purpose of the study. Example if the purpose of the study is to come with new ideas for promotional programs the researcher must conduct qualitative research. If the purpose is to find out how many households shop online for groceries the researcher must conduct quantitative studies. Total PART THREE ESSAY TYPE QUESTIONS 8. a Define the market in which the product / brand operates, who the TG and competitor offering Identify the products key attributes Identify how consumers perceive the relevant attributes and the competitor offering Determine the TG preferred attributes Develop a distinctive, differentiating and value based positioning concept that delivers the attributes Create a positioning statement 8. b Students can use any product category of their choice. Identification of correct axis and placement of brand are very important. A of 6

6 Total a Customer holds conflicting thoughts about a belief or an attitude after a purchase. Eg price, features etc b. Look for satisfied owners / Try to sell friends on the positive features c. Rationalize their decision by demonstrating other product features / After sales service d. Run advertisements making the product a hero / Guarantee period / Creating high brand equity so the customers feel it s a privilege to own an apple phone Total 20 6 of 6