Subject: Consumer Behavior Time: 3 Hours

Crédits: 3

Maximum Marks: 70

INSTRUCTIONS:

 Attempt any 4 question in Part A. All questions carry equal marks.

 Part B (Case Study) is compulsory which carries 30 marks.
 Begin your answer to a new question on a new page
 Write legibly. Draw a margin on both edges of the answer sheets
 Ensure that your answer number should match the question number that you are answering.

Section A: Answer any four (10x4)

1. There has been an Advertisement of Consumer durables like a Car. Please identify
the psychological, social and cultural influences that might affect the purchase does
the advertisement target particularly any segment?
2. You are a research department manager, prepare a five research questionnaire to
evaluate the influences on consumer behavior and interview (1) restaurant manager
(2) marketing manager of a consumer products company and (3) owner of a beauty
parlor?
3. You are a marketing manager. A new company is planning to introduce a line of
pre- cooked food items that will be quite convenient and far less time consuming to
prepare food in minutes? How shall the company do with the market segmentation?
4. You are an advertizing manager of a sports outfit company. Develop three different
themes based on three different levels in need hierarchy for the ad campaign?
5. Construct a Brand personality inventory of two different brands in the same
product category? Do these brand “personalities” relate to advertizing in Consumer
Behavior strategies to differentiate these Brands?
6. You are a Manager of a Deodorant and a mouth freshener company, how shall be a
creation of (a) Positive Reinforcement (b) Negative Reinforcement for the product
in your company?
7. Use any ‘scale’ of your choice to measure any attitude of the following items like the
(a) Computers (b) Soft Drinks (c) fast food joint?
8. You are the chief manager of Apple Computers? How in an advertisement we can
change the attitude about the PCs? Why do you think ads like these are going to be
successful?
Part B (Compulsory)

A Case Study on Bharti Airtel “Express Yourself ”

Over the last couple of years, the market has grown considerably, with deeper penetration
and wider usage of voice and data services, accompanied by much higher competitive
intensity,” Atul Bindal, chief marketing officer, Bharti TeleVentures, expands on this. “In
this context, differentiating merely on network, coverage and SMS is just not enough. You
need to go beyond all the rational identifiers – which are prerequisites in any case – and
connect at a deeper level. We needed a strong differentiator in an increasingly
commoditized and crowded market. We found this differentiator in a core human truth
that defines our category – which is that there are moments when you need to make your
point, when you need to be heard. Expressing and communicating are perhaps two of the
most basic emotions. AirTel enables you to make your point in the most expressive way,
anytime, anywhere. The campaign is towards owning this through ‘Express yourself.’ We
believe ‘Express yourself’ allows us to connect at a deeper level and create a long-term
platform for the brand.”

For AirTel, the challenge also lay in presenting a unified ‘face’ to the consumer. This
assumes significance when viewed in the light of the company’s pre- and post-paid
communication, which, in the past, had been treated very differently. Brand image, as a
result, was being driven in two different dimensions. “Brand AirTel is a category leader
straddling completely different market segments such as consumer, business and
corporate, as well as different voice, data and payment platforms,” says Bindal. “‘Express
yourself’ enables the brand to unify and connect across the entire base of our existing and
prospective customers.”

One of the most obvious benefits of owning a property such as ‘candid expression’ (and
‘Express yourself’) is the expansive nature of the thought. “The moment you have as broad
a canvas as ‘Express yourself’, it becomes easy for anyone working on the brand to come
up with new ideas and executions. That’s what makes a good campaign idea,” observes
Rediff’s Prashant Godbole, who, along with creative partner Zarvan Patel, conceived the
campaign. This is just the proverbial tip of the iceberg, Patel adds. “We will be taking the
idea forward in many different ways in the forthcoming work,” he informs. Patel also
credits his creative team for “fleshing out the idea”.

In October 2002, Magic led the market, with 30% of the market share. Bharti claimed that
its strategies were one of the most ambitious experiments ever in the Indian pre-paid
cellular telephony market. However, given the increasing competitive pressure, doubts
were being expressed regarding the ability of Bharti’s marketing initiatives to help Magic
retain its ‘Magic’ in the future.

(1) Has Bharti Airtel been able to keep up with the latest product demands living
conditions in for the product in the Market?

(2) What does ‘Express Yourself’ wants to say in the above listed lines?
(3) How do you rate the Bharti Airtel as in comparison to other cellular networks