Consumer Behaviour Essays

Consumer Behaviour Essays Consumer Behaviour Essay Consumer Behaviour Essay KAIZEN SCHOOL OF BUSINESS MANAGEMENT MARKS: 80 COURSE: EMBA SUBJECT: CONSUMER BEHAVIORE N. B: 1} Attempt all the questions 2} All Questions Carries Equal Marks Name: Varsha Vasantrao Sawalkar Ref. No: KP00610-20407 ____________________________________________________________ _______________________ SECTION A ( Each question carried 12 Marks ) 1. You are the brand manager of a new line of light weight autofocus, economically priced digital cameras. Describe how an understanding of consumer behaviour will help you in your segmentation strategy and promotion strategy. What are the consumer behaviour variables that are crucial to your understanding of this market ? 2. Gillette, an established market leader in shaving products, is planning a foray into skin care products for men. How can the company use stimulus generalisation to market these products ? Can instrumental conditioning also be applied in this marketing situation ? How ? 3. Which of the stages of the family life cycle would constitute the most lucrative segment/segments for the following products and services? (a) Dominos pizza (b) Mobile telephones (c) Mutual funds Justify your answer. 4. What do you understand by extensive problem solving, limited problem solving and routinised response behaviour ? What kind of decision process can you expect in the following cases and why ? (a) Purchase of a greeting card for a close friend. (b) Purchase of an after shave lotion/moisturiser. 5. Write short notes on any tree of the following : (a) Factors likely to increase prepurchase search for information (b) Economic model of buyer behavior (c) Howard Sheth Model (d) Post purchase dissonance (e) Trait theory of personality SECTION B Read the case study given below and answer the question at the end of the case. A PRODUCT FAILURE AT SATURN (Marks-20) Saturn is attempting to create committed customers. Saturn, a division of General Motors, advertises around the theme : A different kind of company. A different kind of car. Thought Saturn cars cost only $10,000 to $16,000, the firm attempts to provide its customers the same level of service and consideration typically associated with expenstve luxury cars. Its stated objective i5 to be the friendliest, best-liked car company in the world The company states : Were going to do more than what the customer expects, and in the long run, I think it will enhance our image. Saturns attempt to build an image of a high-quality car built by skilled, caring workers and sold in helpful, nonpressure dealerships, had received two small tests in its first two years. In one, it had to recall and replace 1,836 cars that had received improper coolant. In another, it had to repair 1,480 cars with faulty seat-back recliners. In the second case, the firm made a TV commercial showing a Saturn representative flying to location to fix the car of a resident who had purchased it in the first year of its launch. However, in 1993 Saturn began receiving reports of a wire short-circuiting and causing a fire. Thirty-four fires (no injuries) were reported. Saturn faced a dilemma. A recall would involve 350,000 cars and a direct expense of as much as $ 35 million. Any negative publicity associated with the recall could seriously depress sales. Saturn had yet to break even and General Motors was under serious financial pressure. Saturn managers decided to deal with the problem in a manner consistent with its company objective described early. It quickly notified all purchasers of the affected cars and asked them to contact their dealers to have the defective wire replaced at no charge. The dealerships extended their operating hours, hired extra personnel, arranged door-to door pickup and delivery, provided free car washes, and often provided barbecues or other festivities. All the repaired cars had a courtesy card placed inside that said : Wed like to thank you for allowing us to make this conection today. We know an event like this will test our relationship, so we want to repeat to you our basic promise that everyone at Saturn is fully committed to making you as happy a Saturn owner as we can. According to Steve Shannon, Saturns director of consumer marketing, the decision to handle the recall in this manner was simple : The measure of whether we are a different kind of company is how we handle the bad times as well as the good. Were trying to minimize the inconvenience and show that we stand behind the cars, so that our owners dont lose faith in us or the cars. How have consumers responded to the recall? Mrs. K, a customer, learned of the recall from friends w ho had heard of it on news reports before she received her letter from Saturn. She took her car to the dealer who served her coffee and doughnuts during the 24-minute repair. Her response: I expected this would be my first bad experience with Saturn. But it was so positive, I trust them even more than when I purchased the car. Questions :(a) Describe the evaluative process followed by the consumers and do outcome that Mrs. K , went through. (b) Evaluate the manner in which Saturn handled the recall. What options did it have? (c) How will publicity about the recall affect Saturns image among non-owners ?

Building a Classroom Community

Building a Classroom Community Building a classroom community enables teachers to address their students needs that may be lacking at home. It gives teachers the opportunity to teach students about respect, responsibility and how to positively relate to their peers. Here are a few ways that you can build a community in the classroom. Welcoming Students to their Community Send a Letter: Teachers can start taking steps to build a classroom community long before school even starts, just by anticipating the concerns students may have during the first few days. Where will the bathroom be? Will I make friends? What time will lunch be? Teachers can ease these fears by sending a student welcome letter that answers a majority of these questions a few days before school starts.Organize Your Classroom: Just by the way you organize your classroom will send a message to students. If you display a lot of their work or allow them to be a central part of the decorating it will show students that they are part of the classroom community.Learning Students Names: Take the time to learn and remember students names. This will convey to the student that you respect them.Ease Anxiety with Activities: During the first few days/weeks of school you can help break the ice and ease first day jitters with a few back-to-school activities. This will help welcome students and is a great way to start building a sense of community in the classroom. Introducing Students to their Classroom Environment The best way to help children feel a sense of community in the classroom is to first introduce students to their classroom environment. Show them around the classroom and teach them the procedures and daily routines that they will need to learn for the school year. Making Classroom Meetings a Priority The number one way that you can build a successful classroom community is to take the time to hold a classroom meeting every day. This is an essential part of building a community in the classroom because it enables students to speak, listen, exchange ideas, and settle differences. By participating in these daily meetings it shows students what it means to be a part of a community that respects, and accepts one another and their opinions. Set aside time each day for students to discuss whats happening inside or outside the classroom. Make it a tradition each morning and start with fun morning meeting greetings. You can also hold the meetings during transition periods or at the end of the day. Take this time to help students develop their listening and speaking skills, how to be respectful of others, and take turns participating. You will be surprised how excited students become to attend these daily meetings. They are a great opportunity for children to develop life long communicatio n skills. Promoting Respectful Interactions The ability for children to learn to relate to one another and make positive relationships is essential in a classroom community. It is imperative that teachers model respectful interactions and teach students the importance of working together. Model appropriate and respectful interactions, such as greeting students with a handshake or using kind words. Students learn by seeing, and when they see you act appropriately they will follow your lead. Teach students how to treat one another with respect and model behaviors that you expect children to have while in the classroom. Acknowledge respectable behavior and be sure to point it out when you see it. This will encourage others to behave and act accordingly. Promoting Problem-Solving Skills If you ask a teacher what one thing they wish all students would walk away from school learning you would probably hear the response, the ability for students to solve problems on their own. The ability to problem solve in a non-violent way is a life long skill that all people should have. Helping children learn how to resolve a conflict on their own is challenging, but is a skill that must be taught. Here are a few ways teachers can promote problem-solving skills in the classroom:Model how to handle anger in the classroomAddress issues as a class a the daily community meetingIncorporate conflict-resolving activities into the curriculum Sources: Berke, Kai-leà ©. Building Your Classroom Community. Teaching Strategies,  https://blog.teachingstrategies.com/webinar/building-your-classroom-community/.