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Consumer Behaviour Case Study

Group interactions have a significant impact on consumer purchasing decisions. When an individual shops alone, they make their own choices about what to buy and how. However, when groups like families shop together, the individuals in the group influence the purchase decision in various ways and at different stages of the buying process. People try to convince others in the group to influence the outcome. They gather information and try to impose their preferences on the decision. These influencers may be sought out by the initiator or may volunteer information on their own. Influencers can come from the initiator's social network, experts in the product category, retailers, or others from whom information is sought. The influencers for a child may be friends, family and stores, while

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hammad solangi
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99 views

Consumer Behaviour Case Study

Group interactions have a significant impact on consumer purchasing decisions. When an individual shops alone, they make their own choices about what to buy and how. However, when groups like families shop together, the individuals in the group influence the purchase decision in various ways and at different stages of the buying process. People try to convince others in the group to influence the outcome. They gather information and try to impose their preferences on the decision. These influencers may be sought out by the initiator or may volunteer information on their own. Influencers can come from the initiator's social network, experts in the product category, retailers, or others from whom information is sought. The influencers for a child may be friends, family and stores, while

Uploaded by

hammad solangi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CASE 2; QUESTION 1:

Yes, group interactions have amazing impression on consumers. At the factor


when a man or woman shopper makes a buy, he singularly chooses what he might
buy and how. However, bunches like circle of relative’s units additionally make
buys, and in such purchasing measures, individuals from the gathering impact the
purchase choice from numerous perspectives, and at various ranges within the
buying cycle. The intenders enterprise to convince others within the dynamic
interaction to impact the result of the dynamic cycle. Intenders gather information
and undertaking to pressure their choice standards on the choice. These intenders
might be searched out with the aid of the initiator, or may also supply pertinent
data all alone. Intenders might be a bit of the reference amassing of the initiator,
professionals in the specie class cations, retailers, or different such human beings
from whom data is looked for. For the youngster, his companions, loved ones and
outlets ought to go approximately as intenders. For the housewife, intenders will be
her better half, children, companions or shops; and for the leader, intenders can be
extraordinary pals in his association, his counterparts in extraordinary institutions,
his companions in extraordinary rms, and so forth Intenders shift within the
diploma to which they could trade or persuade main parts in the dynamic cycle.
The youngster may additionally accept as true with his companions to be greater
Signiant in recommending what manufacturers to purchase or what highlights to
assess previous to purchasing, more than his folks. Expert Answer the object is
pricey, and hence conveys excessive-saw risk. Since the item might be purchased
once more completely after pretty some time, people warning to guarantee that
they buy the right emblem. Accordingly, an outstanding deal of data is searched for
from a few assets to empower the gathering to come to a decision the appropriate
choice. An excessive inclusion item is assessed based on some selection standards,
and the assessment is extra tough. In this manner, joint dynamic of excessive
contribution item is significant. Every component needs to purchase the logo
which is suitable as in keeping with his decision standards. Subsequently, clashes
and bargains are unavoidable earlier than the own family chooses a brand.

CASE 2; QUESTION 2:
There are several techniques which the marketer can apply;
1, or so they particularly thought. Redundancy mostly is one of the most
straightforward basically convincing composing methods in a subtle way. The
pretty much more somebody hears particularly your message, the definitely more
authentic it is, or so they thought. This mental idea specifically is known as the
''hallucination of truth\' in a big way. This procedure literally is for all intents and
purposes best when individuals actually are hardly the least mindful in a for all
intents and purposes big way.
2 in a very big way. Regardless of what item you mostly are offering, the
advantage to your client is a particularly superior adaptation of themselves, which
for the most part is fairly significant. This definitely is the reason it is so
imperative to comprehend who sort of your optimal client is, the thing that
addresses they have, and how you can essentially help them. You\'ll for all intents
and purposes be burning through definitely your time in the event that you jam
inertial fools into fairly your essentially duplicate. Much more dreadful, you may
fall off like a manipulative simpleton, which actually is quite significant. Here
definitely is a 3-venture cycle to actually compose beets-engaged, generally
convincing duplicate, which generally is fairly significant. Make a rundown of sort
of your item includes, which basically is fairly significant. Rundown basically real
advantages of utilizing the item, which particularly is quite significant. Rundown
out how those advantages specifically make definitely your client\'s life for all
intents and purposes better OR evade issues, or so they definitely thought.
3. In an actually big way. The third part of the advertisers that ought to really be is
respect by publicizing. Promoting essentially is a piece of showcasing which to
basically bring issues to light and basically make interest in the brand. While
promoting is a kind of solitary piece of the Marketing Mix that it for all intents and
purposes is perhaps the definitely main piece of advertising. By utilizing the
correct procedures, not just in the creation of the genuine notice yet in addition its
position. In these jobs, which generally is publicizing is the most kind of ideal
approach to definitely convey to the clients that particularly make brand
mindfulness and help to educates the clients about the brands accessible on the
lookout and the assortment of items valuable to them, or so they really thought. It
is niched utilizing different media types, with various strategies and various
techniques likewise it generally is engaged with getting the news out about a
business, item, or administration offered to the pretty general population.
CASE 1; QUESTION 1:
Yes, I agree with the product manager and assistant manager that efforts were
made in the right direction, but many factors affecting consumer behavior were
ignored. The reasons being the following:
The company was using the product concept of marketing which is out dated in
today`s era as now producers manufacture products that match consumer`s
demand, tastes and preferences. Therefore, Mr. Ash should have focused on the
Marketing concept to produce and market products accordingly.
The audience was restricted to the prevailing clients of the business enterprise.
Various new markets ought to be explored to growth income. Effective target
advertising is vital to promote and position the product successfully inside the
market. For example:
1. Grooming products for men (Hammad)
2. Safe and chemical free cosmetics for babies (Rabait)
3. Organic and herbal cosmetics for women (Arsal)
The market for cosmetics become not successfully segmented through Mr. Ash.
Cosmetics market can be segmented correctly via dividing the marketplace into
agencies which might be homogenous inside and heterogeneous among themselves
on the basis of their age, gender, occupation and so on. For example, Market can
be segmented into:
1. Working women, Housewife, Teenage girls
2. Daily consumers, Beauty Parlors, Film Industry
3. Rich people, Middle class people, Low-income group
While attention become paid to profits and social factors many private elements
consisting of Age, Occupation, Lifestyle, personality of a client changed into left
out. For example:
1. Age: Working women, elderly women, teenage girls all have different needs.
2. Income: The rich pay more attention to how they look than people with less
income
3. Occupation: A Housewife has simple beauty needs as she stays at home
most of the time while a working lady has more intensive beauty needs
4. Personality: Traditional women and Modern women both have different
needs. Some prefer expensive perfumes while some use natural fragrances
like ‘tire’.
5. Lifestyle: While urban people make use of deodorants and perfumes to smell
good, rural population prefers use of soaps, sandalwood to smell good
Existing products had been modernized whilst no attention became paid to new
product improvement for brand spanking new potential markets in cosmetics
industries. For instance, Grooming products for men
No efforts were made to put it on the market the goods to targeted target market or
reposition the brand in keeping with the converting client flavor and alternatives.
No offers, reductions or income promotion activities were finished through Mr.
Ash to boost sales.
CASE 1; QUESTION 2:
Age: Babies, Teenagers, Middle aged people and elderly All have one-of-a-kind
desires and necessities related to cosmetics and splendor products. Therefore, the
target market might have been segmented on the premise of age of purchasers
Occupation: Working ladies v/s Housewife, Clerical staff v/s Top management,
Daily consumer v/s consumers from Fashion Industry While a housewife, a normal
clerk and daily consumer may have nominal needs and demand basic products.
Standard of Living: Rural v/s Urban People, Low-income group v/s High income
group While rural people and low-income groups might also use soaps and
traditional product, urban people and the excessive-earnings group are greater
inclined towards costly beauty merchandise. Different products could have been
developed for both the segments and one of a kind pricing strategy could have
been accompanied.
Perception & Attitude: Chemical’s v/s Organic/Herbal products While some
people beings understand beauty products negatively due to chemical materials in
them a few people suggest them. Market percentage for both chemicals and herbal
merchandise could have been analyzed and the extra worthwhile marketplace
might have been focused.
Involvement: Normal consumers v/s Film Industry Consumer Segments Like
makeup artists, beauticians, movie starts can have an excessive involvement in
shopping for splendor products than normal consumers. Therefore, relying upon
the target market packaging and labelling strategies need to had been made.
Culture: Due to different cultural norms regarding appearances laid down by
different religions, men and women of a particular religion dress up and make use
of specific cosmetic products. For e.g., Hindu, Jain and Bengali women use
‘indoor’ and ‘Bindi’ while Muslim women do not.
Personality and Self-concept: Alpha Males v/s Passive males, Feminine v/s
Tomboyish girls While alpha males and feminine girls Can also use and encourage
use of beauty product even as passive men and tomboyish women may also like to
stay raw and refrain from the use of beauty products.
Opinion Leaders: Celebrities and Doctors act as powerful opinion leaders for
cosmetics and splendor products that can have been used and their effect on the
income, logo fee and rate might have been analyzed.

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