Final Examination Spring 2021

Department of Management Sciences

Subject: Consumer Behavior Submission Day: Thursday

Instructor: Dr. Reema Frooghi Submission Date: 03-06-2021
Program: Max. Marks: 10

Question – 1 05 Marks
Why is it difficult to place a product in a consumer’s evoked set after the person has already
rejected that product? What strategies might a marketer use to accomplish this goal?
ANSWER:
The perception of a brand is one of the factors that makes it tough to place a product in the minds
of consumers. Consumers may have an incorrect impression of the brand. The consumer's
purchase of a brand that turned out to be incorrect may not be taken into account when making a
buying choice. Consumer psychology and evoked set are shaped by perception. As a result, if the
products were perceived to be of poor quality by the consumer it would be extremely difficult to
persuade the consumer to acquire such brands.

STRATEGIES:
1. BRAND AWARNESS
 Consumer Brand awareness is a marketing term that describes the degree of consumer
recognition of a product by its name.

2. To grow and maintain thought leadership.

 The people within your business as among the best and most trustworthy in the industry.
Question – 2
05 Marks
Keeping in view the six approaches to persuasion, elaborate how has the marketer changed your
attitude towards purchase of a product (give example of a real-life product from your experience).
ANSWER:
Every day we are bombarded by advertisements of every sort. The goal of these ads is to sell us cars,
computers, video games, clothes, and even political candidates. Consumer attitudes are a composite of a
consumer’s beliefs, feelings and behavioral intentions toward some object within the context of marketing,
usually a brand or retail store. These components are viewed together since they are highly interdependent
and together represent forces that influence how the consumer will react to the object.

Consistency: Consistency is one of the persuasion approaches, example is If my father or

grandfather use a particular brand then I will be using that brand for example my father uses
MEDICAM DENTAL CREAM from past 10 to 20 year. Many toothpastes were introduced but none
could ensure prevention is better than cure. Eventually it became a necessity to have a toothpaste which can
provide relief in all dental problems Today the No 1 selling toothpaste Medic am Dental Cream is heavily
recommended by various dentists of Pakistan. With the changing trends of life style and the increase in
pleasure of life various fun and taste products were introduced in Pakistan which were adopted and
consumed by the masses.