Case Study (Positioning and Behavioural Dimensions: Implications for Big

Bazaar) Questions

1. What are the inferences about attitudes toward the toothpaste, herbal
toothpaste, and non-herbal toothpaste categories?

2. What role do consumer reference group play in shaping consumer

attitudes?

3. What role do consumer values and culture paly in shaping consumer

attitudes?

4. Examine the existing positioning and comment how it is in line or not in

line with the overall analysis (for each brand). How would you improve
it?

5. In an environment that is radically oriented toward the modern retail, how

can Big Bazar use behavioural insights to its advantage in the toothpaste
category