What is the consumer's involvement in such a product category

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• Consumer Behaviorinfo_at_answersheets.in91
  95030-94040

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•  Consumer Behavior
•  
•  
• CASE 1-TUDOR FASHION
• Tudor fashions is a four -decade old
  company .Its two major product lines are footwear
  and ready -to- wear garments . It was nearly 10am
  and the company CEO, Prashant Gupta, decided to
  take a walk in the Connaught place area to
  observe people in general and office goers in
  particular, before going to his office on
  Barakhamba Road .His idea was to have a first -
  hand feeling of consumer response to the Tudor
  shoes and observe in general the footwear habit
  of urban Indians. He parked his car and walked
  purposefully.
• Q1 What kind of information was the basis for
  the CEO's Decision about Tudor shoes

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• Q2.Analyze the pros and cons of prashant's
  decision about Tudor.
• Q3.Suggest an approach which in your view might
  have been successful in changing consumer's
  perceptions and attitudes about Tudor shoes.
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• Q4.You are marketing communication consultant.
  Suggest an ad campaign to help Tudor establish a
  premium image for its shoes.
• Case 2- Burnol
•   Do marketers have the freedom to
  reposition a brand? Or can a brand develop a life
  of its own in the consumer's mind -and grow so
  strong as to become intractable? Burnol is
  available in yellow tube. This burns - relief
  ointment has been around for six decades - long
  enough to become generic to the usage category.

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• Q1.Analyze the case and identify the significant
  issue.
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• Q2.What is the consumer's involvement in such a
  product category?
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• Q3.What strategies would you recommend to change
  consumer's attitude towards the brand?
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• Q4.Why have attempts to reposition the brand
  failed? Has it anything to do with consumer's
  attitudes or appropriateness of communication
  messages?
•  Case 3 - Tattoos and Extended Self
• Most product and services associated with
  extended self and physically separated from the
  physically self. Until recently, exceptions were
  limited primarily to hairstyles and coloring and
  cosmetics. One could also alter the physical self
  through excersise, diet, weight training and
  plastic surgery.
•  

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• Q1.What is the significance of acquiring a tattoo
  in India? Are tattoos considered a way of making
  a personality statement/
•  
• Q2.Contact two educated persons who wear a tattoo
  (just not the name).Interview them to find out
  what does it mean to them?
• Q3.Interview three of your friends. Find out
  about their self- concepts and what kind of
  tattoo would they like have.
• Case 4 -Galaxy Appliances Ltd.
• The meeting was being held at the top
  floor of the head office of Galaxy Appliances
  Ltd. As members started coming out for lunch,
  they all were talking with each other. When the
  lunch was over and all the members assembled
  back, the excitement and optimism in the room was
  visible to everybody.

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• Q1.In a traditional society, what factors will
  influence the buyer Behaviors?
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• Q2.What is likely to be the level of consumer
  involvement, and what advertising message and
  media will you recommend? Give your reasons.
• Case-5 - Purchase of a Microwave Oven
• Ramesh Sikand and his family lived a
  comfortable two- bedroom flat in a respectable
  locality in a large city. He was employed with a
  general insurance company in a supervisory
  capacity. His wife, Sumita was a teacher in an
  English medium public school. Both their
  children, Rachit aged 10 and Sarita aged 8 years,
  were studying in the same school where Sumita was
  employed.
• Q1.Discuss whose decision it was to buy a
  microwave and when was the purchase decision
  made.
•  
• Q2.What factors influenced the purchase of the
  microwave?

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• Q3.What is likely to be the post-purchase
  behavior in this case and what is the
  significance of such behavior?
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• Q4.What is the significance of post-purchase
  behavior for the marketer?

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