FORE School of Management New Delhi

Post Graduate Diploma in Management

Mid Term Examination PGDM 2, Term- 4 (2021-2022)
Course Name: Consumer Behavior

Time: 1.5 Hours Max Marks: 100

Instructions: a. This question paper contains two (2) Pages
b. Possession and use of cell phone is prohibited
c. Only Non-Programmable calculator can be used
d. Be brief and to the point in the response
e. State assumptions made, if any
f. Answer all questions
g. Marks are indicated in the right-hand parenthesis against
each question.
Note: - Please try to answer in specific bullet points as far as possible.

1. “As a company, Skyline routers thrive to provide best quality services to their customer. As a part
of the customer research following questions were asked to the respondents in the survey:
a. How likely are you to recommend Skyline routers to friends or family?
b. What other router solutions were you considering?
c. What was the most valuable source of information that made you move forward with your
purchase?”

Q: What do you think, which phase of the decision-making process these questions are concerned
off? List down some of the factors which might have affected the preceding stages of the purchase
decision.

(12.5+12.5)

2. What are different types of Perceived Risks a consumer has? How can brands address those risks
to create a positive perception about them?
(12.5+12.5)
3. You have been appointed as a marketing manager in a leading online executive education group
known as Zigyasa Pvt. Ltd located in India. The given company deals with professional
certification and online degree programs associated with renowned Indian and Foreign
universities. You have been given responsibility for the segmentation, targeting and positioning
(STP) of your organization product. Create a buyer persona mentioning the segmentation, targeting
strategy, point of difference (POD) and the point of Parity (POP) you will be adopting while
positioning your product. Give suitable examples wherever required.
(7.5+7.5+10)

4. How might a vegetable oil company such as Saffola use the just noticeable difference (j.n.d.) for
cooking oils in terms of - Product decision, Packaging decision, advertising & sales promotion
decision
(7.5+7.5+10)

**************************** ** All the Best *******************************