Consumer Behavior NMIMS SOLUTION

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Course : Consumer Behavior
1. BMW, the luxury German car maker, stands for performance and luxury. The company
has grown its product line by targeting specific market segments. BMW s full range of cars includes
1 series, 3 series, 5 series, 6 series, 7 series, X3 SUV, X5 SUV, X6 SUV, Z4 and M. The 7 series
was targeted to a group of consumers who were traditional and wealthy. They liked to be showy with
flamboyant cars. They didn t like sporty cars but preferred comfort and luxury, so BMW added
electronic features like window controls, airflow, night vision, etc. The X5 was created to target a
group of customers who weren t born in wealthy families but had achieved success recently. They
had taken up activities like biking and golf. These customers needed a bigger car for their active
lifestyles and big families. Discuss on what dimensions (geographic, psychographic, demographic,
behavioral) has BMW segmented and targeted customers for the 7 series and X5 models.
2. You are the advertising manager for a health food brand. Develop two different ad themes to
appeal the consumer on two different levels in the Maslow s hierarchy for the ad campaign.
3. Enumerate the decision-making process you would go through in the following 2 purchase
scenarios. Classify each of the scenarios into Nominal/Limited/Extended Decision Making.
a. Buying your first car with the savings you have accumulated over the last year.
b. Buying a new pair of running shoes.
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