Consumer Behavior

Assignment No. 1
PGDM General (Section B)
Last Date of Submission: 25/07/2014

Q.1. You are the marketing manager of Citibanks online Banking Division. How would you apply
the concept of providing value, customer satisfaction, and customer retention to designing and
marketing effective online banking?
Q.2. Neutrogena is a manufacturer of personal care products for young adults. The company
would like to extend its facial cleansers product line. Design (1) a qualitative and (2) a quantitative
research design for the company focused on this objective.
Q.3. Why is observation becoming a more important component of consumer research? Describe
two new technologies that can be used to observe consumption behavior and explain why they are
better to use than questioning consumers about the same behavior.
Q.4. Select any two from the following product categories: (a) Compact, Portable DVD Players,
(b) Fast Food Restaurants, (c) Shampoo or (d) Biscuits, and: (1) Write down the brands that
constitute your evoked set, (2) identify brands that are not part of your evoked set, and (3) discuss
how the brands included in your evoked set differ from those that are not included in terms of
important attributes.
Q.5. Find two print advertisements, one that illustrate cognitive model of consumer decision
making and one that illustrates the emotional model. Explain your choices. In your view, why did
the marketer choose approaches depicted in the advertisements?