Consumer behavior

June 2022 Examination

Q1. Celebrities, particularly movie stars, TV personalities, popular entertainers, and sports
icons, are a symbolic reference group because they are liked, admired, and often have a
high degree of perceived credibility. Therefore, many marketers use them to promote their
products and services. Please state what parameters would a marketer consider for
determining which celebrity should be used for a particular brand. Analyse the role of
celebrity star Amitabh Bachchan in influencing consumer behaviour as a brand
ambassador for Gujarat Tourism (10 Marks)

Answer 1.

Introduction

Domestic traveler arrivals in Gujarat have virtually expanded drastically, with an about 70
percent increase from within the country, a 50 percent increase from other areas of India and
non-resident Indians, and an about 100 percent increase from international visitors. Gujarat
Tourism has engaged in the "Khushboo Gujarat Ki" campaign with renowned Hindi film big
name Amitabh Bachchan as the logo ambassador during the last three years. It sponsored a case
study on Gujarat's branding attempt and its impact on vacationer arrivals. The initiative has
hosted a panel discussion on a destination Branding strategy, the use of celeb Endorsement, with
Amitabh Bachchan, the logo ambassador. The roundtable focused on the origins of the idea, the
rationale for using a superstar in a campaign like this for the primary time, the creative method in
the back of the ad, and its execution. The intention is to observe the more significant phenomena
of movie star endorsements as a marketing tool and their efficacy - where it really works and
wherein it does not.

Concept and analysis

Amitabh Bachchan is portrayed as a visitor traveling Gujarat Wild Ass Sanctuary. Donkeys are
considered useless animals, and in a broader feel, human beings use them as slang or swearing.
However, in this ad, Amitabh Bachchan offers humans a cause why they have to sense gladness.
At the same time, a person refers to them as donkeys within the destiny because this Sanctuary in
Gujarat is home to more than 4500 domesticated donkeys. Those wild donkeys can run at speeds
of up to 70 km / h and might simplest be determined at Gujarat's Wild Ass Sanctuary. These are
not the silly donkeys we see; these wild donkeys can gallop at speeds of up to 70 miles [70 km].
The brilliantly captured images of a wild donkey strolling in the desert, without a people round,
only the incredible beauty of the wild donkey and the sector scattered forever, is what continues
viewers looking all the advertising. The beauty of the wild donkey continues from one shot to
every other, while the influential voice of Amitabh Bachchan conquers the silence of the
photograph.

Advertising became shot in the Rann of Kutch. It capabilities Amitabh Bachchan and people are
wearing traditional Gujarati dress. Pursuits to welcome visitors to Rann Utsav. Amitabh
Bachchan's stunning portrait of Rann of Kutch steals the display. Advertising keeps viewers'
attention from start to complete. Advertising starts with a desert ship, after which a wilderness
journey. Not only a wasteland but the advert pursuits to cowl the whole lot a visitor can revel in
and be able to attract tourists to visit Kutch in 40 seconds. How advertising is pushed with the
aid of the narrative of Amitabh Bachchan offers upload price to the ad. The campaign
additionally seeks to enhance human beings' perceptions of the desert. This ad is aimed at all
local volunteers. Marketing has a spiritual feel that Amitabh Bachchan's strains are so appealing
that it immediately moves the target audience within the face. Amitabh Bachchan visits the
Ambaji Mata shrine, offers a prayer, and gives all devotees a motive to visit the shrine. A spirit
of dedication is pushed throughout the campaign; the spiritual nature and devotees of the frame
are highly commended for the soundtrack to the again of the advert. This campaign is all about
fun, about celebrating the kite festival. Viewers are captivated by the whole celebratory sense of
advertising. The ad indeed begins with the taking pictures of ropes and kites flying inside the
sky, the way Amitabh Bachchan conducts the festival's fun, the mindset of people flying kites,
the enthusiasm of flying cats, and colorful, colorful kites, and numerous. The sky itself gives the
audience kite festival goals. The historical past rhythm keeps the viewer freed from loneliness.
Amitabh Bachchan describes the kite pageant as a celebration of the earth in honor of the sky.
The forty-four-second advert makes the target audience feel part of the event. When requested
approximately product sponsorship, Bachchan recounts an incident in which a schoolgirl
requested her support for Pepsi. The boy requested why I used to be supporting cola beverages
when his pastor said he turned into unwell. I ended up letting Pepsi cross after that, he
introduced. Bachchan mentioned that he now thoroughly researched the business enterprise and
product records while accepting that.

Conclusion

The Gujarat and Amitabh Bachchan traveler campaign changed into an achievement. Gujarat
tourism has accelerated in the number of tourists because then. Primarily based on this research,
it can be said that Amitabh Bachchan is the face of Gujarat Tourism, which pulls tourists. All
income had been centered at the subject Khushboo Gujarat Ki, and the motto and conclusion of
every ad were “Kuch Din ToGuzaro Gujarat Mein”. Yes, the star feature of the campaign
contributed to its achievement. Amitabh Bachchan is an advertising owner as he is the living face
of the Bollywood business and the way he carries himself.

Q2. Culture is the fundamental determinant of a person’s wants and behavior. The
growing child acquires a set of values, perceptions, preferences, and behaviors through his
or her family and other key institutions.
a. Explain culture, sub-culture
b. Analyse any 3 typical values that Indian children are exposed to from their childhood
which are part of our culture and how they impact their purchase choices when they grow
(10 Marks)

Answer 2a.

Introduction
Way of life can be described as the manner of life of people in a specific culture. Human beings
are mastering the applicable and anticipated norms of morality. For example, while a toddler is
born, it isn't the simplest straightforward; however, it also recognizes a way to react. This
tradition teaches a younger person how to behave in a socially acceptable manner. Tradition,
alternatively, refers back to the existence that exists in the unique tradition. Those are specific for
certain groups of humans.

Concept and analysis

The lifestyle of human beings in a selected subculture is called lifestyle. This includes values,
norms, excesses, barriers, standards, and attitudes, among other matters. Lifestyle describes the
values that have been proper to a particular community, in step with components of the tradition.
It improves humans' knowledge of how to do it in certain conditions and places. Culture isn't
something that exists for a time frame; as an alternative, it is exceeded from technology to
generation. Mother and father and other social actors, including faculties, nonsecular leaders,
etc., frequently teach their children approximately their tradition. This process is referred to as
brotherly social love. This teaches the youngster a way to act in social situations. Lifestyle is
essential to any civilization because it has a right away effect on humans' lives. Subcultures are
subcultures that exist in a significant way of life. There can be many distinctive cultures in the
identical lifestyle depending on ethnic agencies, non secular companies, etc. This shows that,
although humans have an identical subculture wherein everybody is part, there are subdivisions
within this tradition in which human beings also are an element. There can be a conflict between
the dominant culture and the culture in some cases. This creates a complex situation now, not
only for individuals but also for society as an entire—specific codes of conduct and regarded
codes of behavior. Fraud is one instance of university culture work. Even though this is best
observed using college students who are part of the way of life, it may conflict with network
subculture. In such instances, the authentic culture may also profoundly affect lifestyle. Even
though tradition and way of life are inextricably related, there are significant differences.

Conclusion
Way of life may be defined as people's way of life in a selected culture. Subcultures are
subcultures that exist in the larger tradition. Communities also are made up of smaller cultures,
smaller groups sharing the same traits. Counterculture rejects common concepts to establish its
own set of standards and cultural norms. Cultures develop with new ideas and new approaches to
questioning because of innovation or discovery.

Answer 2b.

Introduction

The eye of advertisers and media liaisons to child customers has multiplied dramatically in the
latest years. The idea of advertising for small customers isn't new, but the methods to put kids
inside the marketplace location are like this. sales include no longer the most effective product,
fee, and area, but advertising and marketing boxes and gifts.

Concept and Analysis

Integrity, honesty, and unity are essential. All three have been hired as pillars in my studies to
help the Indian city. Government, circle of relative’s ideals, and authority all contribute to the
formation of the Indian circle of relatives. The position of the man and the girl inside the family
could be very distinct, with the way of life being the principal cause for this. Indians are happy
with their ancestors and take their ideals very severely as their complete family existence is
targeted on them. This circle of relatives includes many generations residing, praying, running,
and ingesting together. The own family would consist of associated guys, spouses, youngsters,
and unmarried daughters. Families with several members can adapt. Vital studies topics were:

 Parent-baby interactions.
 Parent-infant relationship studies.
 Parental attitudes.
 Disciplinary measures.
 Their impact on child improvement.
Parental behavior has long been considered an excellent way to apprehend progress. Over time,
revolutionary researchers in many cultures have become increasingly self-targeted in reporting at
parents' social and emotional behavior, with minimal regard for their ideas as dad and mom. The
extent of intellectual and physical increase influences shopping for and use approaches.
Consequently, psychological improvement theories need to be taken into consideration so that
you can recognize the socialization of customer children and teenagers. Youngsters in this level
of improvement do no longer have figurative representations, however, as an alternative schema
or intelligent systems based on their behavior. However, at the cease of this period, younger kids
begin to develop typical figurative characteristics, which mean that they understand that a doll,
as an example, symbolizes a person. Youngsters grow up taking into consideration themselves as
they explore the world around them through grasping and staring. They noticed the arena with
their own eyes. This category, consistent with younger, is ruled by way of seems.

Conclusion

In cutting-edge client-orientated global, kids are more significant than ever bombarded with
media messages that affect their ideas, attitudes, reports, and behavior. Tv advertising is merely
one side of this era's eating experience, and different media, especially the internet, have way
more electricity.

Q3. Answer the following

a. What is Customer Involvement – Explain the 4 types of customer involvement in product

purchases (5 Marks)

b. Classify the following purchase decisions in terms of the above i. Buying a gift for
your parent’s 25th wedding anniversary

ii. Laptop
iii. Groceries for daily use at home

iv. Ordering-in food at home on a Sunday evening through Swiggy / Zomato (5 Marks)

Answer 3a.

Introduction

Some customers are more interested in gadgets and buying than others. A consumer passionate
about a product will want to examine the whole thing to recognize approximately it earlier than
making a buy. As a result, he drastically reads brochures, evaluates brands and models presented
at various places, asks open-ended questions, and seeks recommendations. Consequently, client
participation may be defined as a state of elevated sensitivity that pushes clients to seek out, pay
attention to, and consider information approximately the products making a purchase selection.

Concept and analysis

Complex shopping behaviors

When purchasers buy something of high cost, they display complex shopping behaviors.
Consumers are much more likely to decide on a buy for this unusual purchase. Consumers will
do a little study earlier than making an investment selection. While you buy something expensive
or unknown, good shoppers react very differently. If the risk of buying a product is excessive,
the consumer consults with pals, family, and specialists before making a preference.

Buying behavior that reduces dissonance

Handling purchasers could be significant in bad buying conduct. This will be because of better
costs and uncommon purchases. Further, alternatives are scarce, with little or no difference in all
brands. In this example, the client buys effortless goods to be had. Customers will be forced to
shop for gadgets with fewer options, leaving them with limited decision-making options.
Customers buy particular objects without doing many studies because of product availability,
closing dates, or financial problems.
Consistent buying habits

If the buyer has little input on the purchase option, this is expressed as ordinary shopping
conduct. In this case, the customer notices only some substantial adjustments in all the
manufacturers. Consumers pay much less interest to the things they buy. They buy the only they
like or the only they use most customarily - either in-store or cheap.

Buying a practice that wants to be diverse

Consumer participation is very restricted in various client pursuits. There are significant
differences between the products. Consumers regularly exchange brands in this region. Due to
the low cost of substitutes, clients can be tempted to try new merchandise out of interest or
boredom. Customers in this area often purchase various items now, not because they may be
unhappy, but due to the need for change.

Conclusion

Client participation in the state of mind drives a purchaser to accumulate a product or service or
the price a patron sets on services or products. A patron's level of engagement in the selection-
making cycle can range, as can the factors that impact that engagement.

Answer 3b.

Introduction

The type of objects a customer needs to shop for affects their decision to buy. When shopping for
espresso, the patron's conduct is very one of a kind from that of the patron when shopping for an
automobile. The extra complicated transactions and the more high-priced digging need to be
considered over time and the wider variety of participants. The quantity of participation a
purchaser has in deciding on a purchase determines their buying behavior. The extent of danger
concerned in the interest also impacts purchasing decisions.

Concept and analysis

Buying a gift to celebrate the 25th anniversary of your parent's marriage

It’s far taken into consideration a number of the purchasing behaviors that reduce dissonance. As
it is a unique event and should be very steeply priced, purchasers will be pressured to shop for
objects with some options, leaving them with restrained decision-making options. Clients buy
positive items without doing tremendous studies because of product availability, closing dates, or
financial obstacles. Those efforts must attempt to assist customers and persuade them to stick to
their chosen fashion. Those marketing strategies should maximize everyday purchases and
transfers by offering discounts and repayment.

Portable computer

it is considered some of the shopping for behaviors that decrease Dissonance. As it's miles more
costly, purchasers may be compelled to shop for objects with fewer alternatives, leaving them
with restrained decision-making alternatives. Due to product availability, time limits, or financial
barriers, purchasers buy certain items without extensive study. Those efforts should attempt to
assist purchasers and convince them to stick to their selected style. With the aid of offering
discounts and compensation, those advertising techniques ought to maximize habitual purchases
and transfers.

Grocery used daily at home

it is taken into consideration a number of the maximum common purchasing behaviors. As it is

for everyday purposes, consumers buy the objects they often use and pay little interest. They buy
the only they prefer or the one they usually use - either in-shop or reasonably-priced. Radio,
television, and the published page have all been encouraged with the aid of human conduct.
Further, humans buy according to product familiarity. As a result, marketers should use recurring
commercials to increase product recognition. Advertisers may also use fee reductions and
income increases to provoke product trying out.

Order meals at domestic on Sunday evening with Swiggy / Zomato

it's far considered among the numerous buying behaviors. As it is ordered after per week so that
we can order an expansion of food online and feature our desire, so consumers frequently
transfer manufacturers. Because of the low value of replacement, customers may be tempted to
strive for new products out of interest or boredom. Consumers in this region frequently buy a
spread of objects not because they're sad but due to the want for variety.
Conclusion

Purchaser conduct affects shopping selections. There are enormous changes in client conduct
when shopping for a car compared to shopping for chips. Shops have to be cautious when selling
items in the diffusion of client behaviors. Precious assets are at high threat, requiring an
excessive involvement in the purchase method.