Customized NMIMS Assignments - Buying your first car with the savings you have accumulated over the last year

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Consumer Behavior Dr. Aravind
Banakar9901366442 9902787224
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• Consumer Behavior
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• 1. BMW, the luxury German car maker, stands for
  performance and luxury. The company has grown its
  product line by targeting specific market
  segments. BMWs 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 didnt 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 werent born in
  wealthy families but had achieved success
  recently. They had taken up activities like
  biking and golf

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• 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. (10 Marks)
• 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 Maslows hierarchy for the ad campaign. (10
  Marks)

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• 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. (5 Marks)
• b. Buying a new pair of running shoes. (5 Marks)

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• Global Study Solutions
• Dr. Aravind Banakar
• aravind.banakar_at_gmail.com
• www.mbacasestudyanswers.com
• 9901366442 9902787224