CONSUMER BEHAVIOUR

Assignment – II

Submitted To
Prof. Bhuwandeep

Submitted by
Raj Kumar Yadav
Roll no-19202315
Section-D
MBA-II (2019-21)
 Case study I

Question: Give your opinions/arguments/Examples for as well as against the topic "
Advertising can't make you buy something you don't need " in 100 words each very
concisely.
Answer: Advertisement are intended to inform or influence people about the product which the company
is offering to the general public in market. An advertisement is said to be successful only if it could be
convincing a consumer to buy the product of which the advertisement is floated but the decision still lies
with the consumer. If the person really needs the product, he/she moves from being a customer to a
consumer where advertisement has influenced to be a consumer.
AGAINST
Advertisements are intended to inform or influence people about the product. Advertisement is good as
we aware of the new product launching into the market as those products may be things that we don’t
need. Advertisement bring out the hidden needs of the consumer. Ads make people to have aspiration to
get things. For example: when the Advertisement is shown on Flipkart/Myntra/Amazon about the
discount on the price of the product then at that time people buy a range of product, get it home delivered
at a cheap price. This ad created awareness to the customers and they buy a product even if we don’t
need.
FOR
Businesses operate with the motive of profit maximization, therefore we can often see that they tend to
exploit the power of advertising to convey misleading ideas merely to capture the market and make profits.
Nowadays the consumer has been aware with different policy & campaign run by the government as well as
private organization to safe guard the interest of the consumer. So the advertisement will not make the
consumer to buy the product which we don’t want to buy. For example, consider the product that is deemed
undesirable for health such as cigarettes. Everybody knows smoking can cause serious illnesses. If the
consumer is seriously aware of not smoking, then even if the advertisement is very strong and sponsoring
any event the consumer will not buy the cigarette.

Case study-II

HEY ALEXA - What is Consumer Behaviour?

Question 1: Choose two of your favourite brand and device an idea for an Alexa skill
that consumers could find useful. How would this skill help sell more of the brands
product and/or increase customer loyalty?
Answer: My two favourite brand are Dell laptop and Videocon TV. No digital products are loaded with the
window for AI feature that is Alexa. It is wonderful AI intelligence software that provides almost all the
utilities to the customers because consumers are more aware of the comfort and luxury. Both the stated
above brands are the symbol of luxury and this is the only reason the AI is required to enrich the capabilities
and capacities of device. AI skill that is Alexa enhances the brand value and the quality of the product. It
increases the customer loyalty by providing support for a wonderful AI software which is the symbol of
credibility and loyalty towards customer service.
Question 2: How can brand remain relevant in the age of Alexa? What strategies
should brand managers employ to continue to influence consumer purchase decision if
consumers become more reliant on AI assistant?
Answer: Amazon introduced the Echo which was the first standalone device devoted to a smart voice
assistant in 2014. Competitors like Google soon followed with device like Google home and customers
respond very interesting about these devices. The Echo is getting smarter and more powerful every week,
with incredible features. Amazon has put everything into this surprise hit and have recently expanded its
ecosystem with the Echo Dot, Amazon Tap, Echo Spot, and Echo Show. However, it's Alexa, the brains
behind the machine, that powers your music, smart home, alarms/timers, and so much more.

The strategies should brand managers uses to make the brand relevant in the age of
Alexa:

I. Analysing customer behaviour:

AI can help you analyse the data from your website, social channels or other platforms and provides
us with valuable insights such as the behaviour of our visitors and followers across channels. Using
this data, we can understand our audience better and thus designing our marketing assets in a way
that can grab the attention and keep the audience engaged for a longer duration.
II. Establishing effective communication:
Businesses can use Artificial Intelligence (AI) to establish effective communication with the
potential consumers. Based on consumer behaviour, AI can help to determine the best time to reach
consumers. Also, it can recommend the best subject titles, design, and content for emails that can
catch attention and generate more leads.

III. Relevant content:

Content marketing is an excellent way to build and nurture relationships with both current and
prospective customers. An Alexa Skill provides a convenient content to reach the consumer and
achieve the desired goal.

Question 3: What kind of products or brand will mostly likely to be either negatively or
positively affected by an increased use of AI assistant? Explain your answer
Answer: The increased use of AI assistant has positively affected because many people used it. Assistant
will be found everywhere because they will help us to save money and time. The assistant will change the
conversation and will make strategic impact across sectors when they are able to understand on the same
level as humans or even better like Siri as well as google voice assistance is an intelligent voice assistant app
in our smartphones and the GPS system we use are of great help. GPS guides us to reach our destination. We
are not worried anymore if we miss our way, or when we take the wrong route. We stay strong with the help
of GPS. AI is also used in smartphones which helps us by guessing the word we are going to type or by
automatically correcting our spelling errors. We actually do not have to type the entire word but can choose
from the options provided. Artificial intelligence is now being used in almost all fields like medical, space
exploration, mining, education, fuel, fraud detection etc. All these have helped mankind a lot and made his
life easier.