1. How can the VALS 2 typology be used to develop advertisement campaigns for a chain of health clubs? Which particular segments would you target and why?
2. Identify the kinds of information that a consumer may collect to form his or her attitude. How can it help his brand evaluation later?
3. What purchase decision process would occur for a family in the purchase of Refrigerator? Think of your own family. Which individuals in your family have the roles of gatekeeper, influencer, decider, buyer, and user? To what extent do these roles change across different product categories?
4. Suppose that you are a marketing manager of a company that has started manufacturing washing machine. How will you anticipate, analyse and respond to the post-purchase feelings of your customers?
5. Discuss the concept of cognitive dissonance and its implications for marketing decision with suitable example.
6. Write short notes on following
- Buy Grid Model of organisational buying behaviour
- Subliminal Perception Techniques
- Subcultures and their Influence.
