AMITY SCHOOL OF DISTANCE LEARNING, ASoDL
Consumer Behaviour ADL – 45
Assignment – A
Five Analytical Questions
Marks – 10
1. a) What is the interrelationship between the consumer behaviour discipline and the marketing concept?
b) How can the study of consumer behaviour assist marketers in segmenting markets and positioning products?
2. Contrast the major characteristics of the following personality theories: a) Freudian theory, b) Jungian theory, c) Neo-Freudian theory, and d) Trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer’s behaviour.
3. a) Discuss the differences between the absolute threshold and the ...view middle of the document...
The overall sketch of this potential consumer for almost all range of products is be studied thoroughly before attempting the questions in this section.
THE GENERATION I WOMAN
The very Barometer of societal change, the Generation I woman is young, married, aspires to a career, is well-informed and liberated, and extremely individualistic. Eager to add to her husband’s income without abdicating her responsibilities to the family, she has a high sense of self-esteem.
While preserving her husband’s values, she rejects traditional family equations, demanding and getting and equal say in decision making. She also wants her children to be free of obligation like looking after their parents. “I don’t expect my children to care for me,” she says. Being better of than her mother-in-law from modern products to modern attitude is a priority.
The Generation I woman does not aspire to a westernized life-style. “Watching Santa Barbara is OK. But our roots are in the Mahabharata,” she says. Even homegrown soaps like Tara are losing their appeal to her for being “Boring”. In terms of personal aspirations, social standing and achievement score over comforts and luxuries. Says she : “Having a happy family and mental peace is more important than being rich.”
Looks and personal grooming are high on her agendas, involving visits to beauty parlors as well as use of home remedies. Being well-dressed is a priority : “Good clothes give me confidence,” she says. She shops for her husband’s clothes too. The Generation I homemaker is an adventurous buyer. “Mixies were common-place earlier, but today food processors have made lives easier for us. Our parents were not as adventurous because they did not have so many products to choose from.”
Many Generation I woman are overstressed, thanks to the complex pressure of household chores, children’s homework, and often, a job. Few have the leisure to watch their favorite programmes on TV, and usually rely on their husband’s or children’s choice. “You just can’t adjust your schedules to TV serials,” she says.
She measures durability, easy maintenance, technology, and a well-known brand name against the price to determine the value of a product. “The price must be equivalent to the benefits that the product offers. It is not necessary that all high-priced products are good, she say. Be prepared to encounter the quintessential, hard-nosed consumer in the Generation I woman.
Q1. You are assigned a job to launch microwave over by a multinational company.
❖ How would you sketch the complete Buying Process of a microwave oven by this type of personality?
a) Comment on all types of self images (actual self, ideal self, social self, ideal social self) of this consumer?
b) As a marketer how would you like to position your product so that is meets the extended self image of this consumer?
Assignment – C
Objective type questions:
Marks – 10
Note : Attempt all the question as...