CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
OCTOBER15
ASSESSMENT_CODE MB0046_OCTOBER15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
9788
QUESTION_TEXT
Explain the marketing research process
1.Identify the marketing problem (2 Marks)
2.Developing marketing research plan (2 Marks)
3.Designing marketing research strategy (2 Marks)
SCHEME OF EVALUATION
4.Collection of data (2 Marks)
5.Analysis of collected data (1 Mark)
6.Preparation of report (1 Mark)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
9789
QUESTION_TEXT
Explain the Maslow’s need Hierarchy Theory
1.Physiological needs (2 Marks)
2.Safety needs (2 Marks)
SCHEME OF EVALUATION 3.Social needs (2 Marks)
4.Esteem needs (2 Marks)
5.Self-actualization needs (2 Marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73193
QUESTION_TEXT
Explain the various characteristics that affect the consumer
buying behavior?
SCHEME OF
EVALUATION
Influence of cultural factors
Culture
Subculture
Social class
Influence of social factors
Reference group
Family
Role and status
Influence of personal factors
Psychological factors
Motivation
Perception
Selective attention
Selective distortion
Selective retention
Learning
Attitude
QUESTION_TYPE DESCRIPTIVE_QUESTION
QUESTION_ID
126176
QUESTION_TEXT Discuss the bases of market segmentation.
Bases for Segmenting Consumer Markets
Marketers use more than one base to segment the market and identify
the target market. The method of segmentation will vary in a businessto-business market than in individual consumer markets. Following are
the common bases of marketing segmentation.
7.6.1 Geographic segmentation
This is the simplest form of segmenting the market. Here, the marketer
divides the target market into different geographical units such as
nations, states, and regions. He/she may decide to operate in one or
more than one geographical areas. Segmentation of customers based
on geographic factors is as follows:
SCHEME OF
EVALUATION Region – Segmentation by continent/country/state/district/city.
Size – Segmentation on the basis of size of a metropolitan area as per its
population.
Population density – Segmentation on the basis of population density such
as urban/sub-urban/rural, etc.
Climate – Segmentation as per climatic condition or weather.
7.6.2 Demographic segmentation
While it is easy to find and group people living in one geographic
location, there may be a large variation in their demographic
characteristics. Since consumer needs, wants, and demand patters are
directly linked with demographical variables, this method of
segmentation is popular among marketers. Segmentation of customers
based on demographic factors is as follows:
Age (dominant factor) – The age of a person is one of the basis of
segmentation. For example, the product segmentation is done by Titan
according to different age groups of people. Titan designed a sub-brand,
Fastrack. These watches are basically for young, vibrant, and cool
outgoing young generation. While for older person and professional it
has created the steel series watches, Sonata.
Income (dominant factor) – Income level of a person is also a basis of
segmentation. For example, Titan watches offered Aurum and Royale in
the gold/jewellery watch collection with the price ranging between
` 20000 to `1 lakh for upper class segment.
Titan offered Exacta range in stainless steel, aimed at resisting the
rigours of daily life for the middle segment. This range offers 100
models with the price ranging between ` 500 to ` 700.
Titan presented the Sonata range for the third segment. The price
range was between ` 350 to ` 500.
Purchasing power (dominant factor) – Purchasing power of the buyer is
one of the significant basis for segmentation. Examples of various car
segments on the basis of purchasing power are as follows:
Budget car segment – This segment is the biggest in the Indian market.
The entry level of this segment begins from ` 1.5 to 3 lakh. Maruti 800
and Omni are the leading players in these segments. The viewpoint of
this segment has changed with the launch of Tata Nano with a price
range of 1 lakh. Small car segment is another name for this segment. In
Indian market, there is highest competition in this segment.
Compact car segment – This segment lies among budget car and family
car. The price range preference is between ` 3 to 4.5 lakh. Maruti Zen,
Fiat Uno, Tata Indica, and Santro is some of the leading players of this
segment.
Family car segment – The buyer’s purchasing power in this segment is
rather higher than the budget and compact car segment. The price
range of this segment is between ` 4.5 to 6 lakh. Maruti Esteem,
Daewoo Cielo, and HM Contessa comes under this segment. In India,
cars that are sold under the head ‘budget car’ and ‘compact car’ do not
meet their purpose, especially in terms of space shifts to ‘family car
segment’.
Premium car segment – The purchaser who wants a true world class
luxury car comes under this segment. Price range of this segment is
between ` 6 to 8 lakh. A few main cars of this segment are Ford Escort,
Honda City, Mitsubishi Lancer, Audi 1800, Opel Astral, etc.
Super luxury saloon segment – This segment consists of buyers who look
for a real, super premium car. Some of the major cars of this segment
are Mercedes Benz E229, E-250, Rover Montego, Audi 6, BMW. In Indian
market, this is a small segment.
1.
2.
3.
4.
5.
6.
7.
Occupation
Gender - Goods may be segmented for male and female
Family size
Family life cycle
Nationality
Religion
Education - Primary, high school, secondary, college, and
universities
Psychographic segmentation
Other than the demographic methods of market segmentation,
segmentation on the basis of psychography is another popular method
among marketers. Psychographics is the study of lifestyle of individuals.
It involves developing sub-group identification on the basis of
psychographical characteristics. Lifestyle is a way of living. It reflects a
person’s living as a combination of his actions, interests, and opinions.
Behavioural segmentation
In the case of behavioural segmentation, the market is divided on the
basis of purchase decision and product or brand usage made by
consumers.
Dividing the market on the basis of variables such as use occasion,
benefits sought user status, usage rate, loyalty status, buyer readiness
stage, and attitude is termed as behaviouristic segmentation. Buyers can
be identified according to the use occasion when they develop a need and
purchase or use a product
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
126179
QUESTION_TEXT
What is primary and secondary data? How it is gathered?
SCHEME OF
EVALUATION
Primary data refers to original data derived from a new research study
and collected at source, as opposed to previously published material.
Whereas secondary data refers to data already collected for one use
thatt is then utilised for another purpose. (2 marks)
Primary data can be collected by the following four ways:
1.
Census: -The method which data is collected from all the members
of the population is called census. Every ten years, the government
of India conducts census to record the population and its
characteristics.
2.
Survey:-To overcome problems posed by census method, many
refreshers follow the survey approach. A survey is any research
effort in which data is gathered systematically from a representative
sample of population. This data can be collected by contacting
respondents through telephone, mail, e-mail or through personal
contact method.
3.
Observation:It is a method of collecting primary data in which
occurrences are observed. Marketers also use observational
technique for data collection, particularly when they are interested in
learning the ‘how’ behaviour. It can be personal, mechanical,
natural or contrived techniques.
4.
Experiments: Marketing researchers conduct experiments to
discover he cause and effect relationships. An experiment allows a
researcher to change variable inputs and then measure its effect on
the dependent variable under controlled environment. (2 marks
each)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
126180
QUESTION_TEXT
What are advantages of Print media advertising
Newspaper:
1.
SCHEME OF EVALUATION 2.
These are published in different language
Published in regional languages
3.
Cheaper
4.
Space on need and cost
5.
Short life
Magazines:
1.
Published weekly, fortnightly, monthly etc
2.
Needs of different readers
3.
Language life
4.
Comparatively cheaper
5.
Lack of flexibility