TERM ASSIGNMENT

CONSUMER BEHAVIOUR

POST GRADUATE DIPLOMA IN MANAGEMENT

(Term-IV; Batch 2019-21)

Under the Guidance Of

Dr. Rajesh Sharma

Associate Professor Manager

Submitted By

Name: Vinay kalra

Roll No. PGFC1948

“JAIPURIA INSTITUTE OF MANAGEMENT”

“A-32 A, SECTOR-62, Institutional Area,”

“Noida- 201309 (U.P.)”

Ethnocentrism:-
It is a psychological concept that describes that how consumer purchase product
based on country of origin. Many consumers believe that its wrong to purchase
foreign made products they believes that our country product is best. Vocal for local
campaign is perfectly fit for this concept

As if you see in the Figure1 Dabur company is promoting their brand by the
campaign name “Mitti sey jude hai hum” and in figure 2 Roop mantra product is
promoting themselves as a Swadeshi product which clearly putting in consumers
mind that consumer need to purchase our own country products

Figure 1 (https://youtu.be/zolxKg3YJvw) Figure 2 https://youtu.be/WE23rrmE2P4

Product Anthropomorphism

It is the attribution of human characteristics to a non-human object and due to this

companies are able to make their products more likeable and trustworthy

For example Figure 3 and 4 of chocos and Appy fizz put human characters to a non
human object. Whenever we heard the name chocos the first thing which came to
our mind is monkey and in case of Appy fizz their banners and posters show their
product as a personality of a human being which you can see in figure 4
Figure 3 Figure 4

Perception

Perception is based upon the society people has been exposed and consumer acts
on the basis of their perception and not objective reality. Perception can make or
break your brand or product

For example

In case of Nano car people started perceiving it as the cheapest car and people start
building the negative perception and then middle class despite being value
conscious did not take pride in owning the cheapest car which ultimately break the
business

Guerilla Marketing

It was an unconventional system of promotions that relies on time energy and

imagination. It is a low cost marketing in which customers are targeted in
unexpected or unusual places. It is done to capture the attention of the customers
towards the brand

For example in Figure5 it can be seen that how power full the fan is which through
away the car

And in Figure 6 Oral-B toothbrush ambient ad on street cleaning truck

This creative advertisement will attract the consumer toward our brand
Figure 5 Figure 6

Ambush Marketing

This is a form of marketing where a company takes advantage of the publicity

provided by a major event to create awareness for its products without having to
contribute or make any financial commitment to the sponsorship of the event

Paady power launched a wide scale bill board claiming it was the official sponsor of
the largest athletic event in London this year below the bookmakers bold claim was
a disclaimer that revealed paddy power was referring to the town of London france
the vent the ad referred to was not the olymip game but rather a trasitional egg-and
spoon race that paddy power really did sponsor
Stimulus Generalization

This concept is frequently used in family branding by the marketers.. It is also done
to confuse the customers with the original product they have seen advertised. This
principal is also applied by the marketers to product line, form and category
extensions

As you can see that Kraft company offers product form extension by including
different colors and even different flavors.

Family Branding

It means to market different product under the same category as as Patanjali were
doing as they have a lot of varieties in their product but they are selling under a
single brand name because the customers have already established loyalty towards
a brand name
Stimulus Discrimination

Stimulus discrimination is the consumers ability to discriminate the one cue of

stimuli from the other and in general the longer the period of learning of a
associating brand name with a specific product the more likely the consumer is able
to discriminate and less likely to generalize the stimulus and there less chance of
getting confused

As you can see that Yippe and maggie are very well-established brand and since
maggie was leading in the market therefore Yippie tried its best to be different
.Yippe has picked an orange colour to differentiate itself from maggie’s colour