Consumer Behaviour and

Neuromarketing

Exercise 1

SUBMITTED BY :

Anwesha Nath
Characteristics Car, Laptop Carpet, Soap, Shampoo Matchbox, Candy
Footwear,
Garment

Expensive Car/ Carpet-most Soap/ Matchbox,

Laptop - expensive/ex Shampoo Candy - Least
Highly pe nsive Moderate expensive
expensive Footwear-exp
en sive
Garment-mo
st to least
pensive

Frequency Car- carpet-rarely Soap- Daily Matchbox -

Once/twice in Footwear-oft Shampoo - Often Candy -
a lifetime en Often Occasionally
Laptop- Garment-oft
Rarely en

Involvement Car, Laptop carpet- high Soap/Shamp Matchbox,

Very High to medium oo - High Candy - Less
Footwear
medium-high
Garment-med
iu m-high

Learning Car carpet Soap Matchbox, Candy -

Laptop Footwear Shampoo -
Garment

Information Car- High carpet- Soap/ Matchbox - no

Research Laptop- High medium Shampoo - research needed
research Moderate Candy - little to
Footwear no research
medium needed
research
Garment-
high
research

Status Symbol Car/ carpet- Soap/ Matchbox - no

Laptop medium Shampoo - contribution
Maximum contribution Moderate Candy - a little
contribution Footwear-med to no
iu m contribution
contribution
Garment
 maximum
contribution

Risk Involved Car/ Laptop- carpet- high to Soap- Matchbox, Candy

High risk medium risk Shampoo - no risk

Footwear- Low risk
low risk
Garment-hi
gh to low
risk

Quantifiable Car/Laptop carpet Soap/Shamp Matchbox -

difference Can be differentiated oo - Can be little
between brands differentiated easily somewhat differentiation
easily Footwear-diff differentiated Candy -
er entiated somewhat
with differentiable
difficulty
Garment
differentiated
with difficulty

Efforts put to Car/Laptop carpet- high Soap/Shamp Matchbox,

purchase Very high effort oo - Less Candy - little
Footwear-med Effort effort put
iu m to low
effort
Garment- high
to low effort

Time spent in Car/Laptop carpet- max Soap/Shamp Matchbox -no

decision making Maximum time oo - time spent
time spent Footwear- Minimum Candy - little to
min time no time spent
Garment-
max time

planning for the Car/Laptop carpet- min Soap/Shamp Matchbox,

purchase Maximum planning oo - Candy - least
planning Footwear- Moderate planning
min planning required
planning
Garment-
min
 planning

announcement/di Car/Laptop carpet-low to Soap/Shamp Matchbox,

scl osure to Maximum none oo - Candy - no
friends and Disclosure disclosure Somewhat disclosure
family Footwear- no
disclosure
Garment-no
disclosure

choices available Car/Laptop-L carpet/garmen Soap- Many Matchbox,

es s when t/f ootwear- Shampoo - Candy - wide
compared to high number Many varieties, and
other products. of abundant
choices for all substitutes

brand switching Car/ carpet- often Soap Matchbox, Candy

Laptop- Footwear-oft /Shampoo - - Often
Rarely en Rarely depending on the
depending Garment-ver availability
on y often
better features

importance of Car/Laptop carpet-import Soap/ Matchbox -

branding Medium an t Shampoo - none Candy -
Footwear- Moderate high
very importance
important
Garment-ve
ry
important

evaluation of Car/ Laptop carpet- med Soap/Shamp Matchbox - a

product Med to High to low oo - Medium little Candy -
performance evaluation to little to
Footwear- high moderate
high to med
evaluation
Garment-hi
gh to med
evaluation
evaluation Car/ carpet Soap/Shamp Matchbox -
before Laptop- very maximum oo - none Candy -
purchase high evaluation evaluation Moderate least
Footwear- evaluation evaluation required
low
Evaluation
Garment-
high to low
evaluation

2. Explain in detail how the information collected can be used in marketing efforts/activities
for each of the product categories.

A) Car and Laptop- Car and laptop belong to the complex buying behaviour among target
customers. As this category is expensive and is bought very rarely with one-time high
investment, it is very important to create a brand value in the eyes of the consumer.
Marketers should focus on creating a brand with easy understanding and better
features. Focusing on educating and communicating with the customers instead of
promoting the product might help build the target market attracting more customers
with the help of old ones.
B) Carpet, Footwear, Garments- This category falls under the dissonance buying
behaviour. Dissonance-reducing buying behaviour occurs when the consumer is highly
involved but sees little difference between brands.Often, individuals other than the
user may participate in or influence a purchasing decision. Several individuals may
play various roles in the decision-making process.In addition to knowing to whom the
marketing efforts are targeted, it is important to know which products target customers
tend to purchase and why they do so. Customers do not purchase “things” as much as
they purchase services or benefits to satisfy needs. Brands falling under this category
should conduct surveys and polls requesting for consumer feedback and in turn while
marketing their products these feedback should also be used as bait for the customers
as this will in turn influence the other consumers and help them differentiate between
two brands.

C) Soap and Shampoo - marketing positioning of Shampoo has become more significant
and influential to the target market. Consumers increasingly believe that the shampoo
they use may affect how they appear, smell, and feel. As a result of this increased
weight, shampoo marketers have begun to portray consumers as being responsible for
the health and beauty of their hair. Likewise, for soap, Consumers will look for a
product that is suitable for their skin. The market price for these products lie between
medium and high. Since there are many choices available for this category in the
 market yet consumers rarely think about brand switching. And evaluation before
purchase is moderate because consumers mostly use products that they have been
using for a long time and have trust in that brand.

D) Matchbox and Candy - The market for this category is quite competitive. The prices
are low and a marketer needs to take care that they are in the right price range as
compared to the competition so that the consumers purchase their product. Being less
differentiable, the consumer need not be involved a lot in learning and information
research. Brand switching is very common. Thus, marketers need to make sure that the
promotional activities are good enough to make a consumer bent towards buying the
product of their company. Candies are often “impulse purchases” made by consumers.
Promotion, branding, and packaging are important factors in influencing buying
behavior.