Discuss whose decision it was to buy a microwave

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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.
1. What kind of information was the basis for the CEO's Decision about Tudor shoes?
2. Analyze the pros and cons of prashant's decision about Tudor.
3. Suggest an approach which in your view might have been successful in
changing consumer's perceptions and attitudes about Tudor shoes.
4. 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.
1. Analyze the case and identify the significant issue.
2. What is the consumer's involvement in such a product category?
3. What strategies would you recommend to change consumer's attitude towards the
brand?
4. 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. In recent years, body piercling and tattooing
h ave become additional ways to alter both the extended self and the
physical self. Tattooing is unique (expect for plastic surgery) in that it is a relatively
unalterable change to physical self. It can be done primarily for adornment or
beauty enhancement reasons. Or, it conserve primarily as public or private symbol.
1. What is the significance of acquiring a tattoo in India? Are tattoos
considered a way of making a personality statement/
2. Contact two educated persons who wear a tattoo (just not the
name).Interview them to find out what does it mean to them?
3. 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.
The members present in the conference room including the top management
team comprising of vice president marketing, general managers marketing of various
zones, sales managers along with the regional and district managers from all over the
country. The general managers, after their three meetings, had developed a detailed
programme for the two new products launched by the company and
the entire team was very impressed.
1. In a traditional society, what factors will influence the buyer Behaviours?
2. 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.
1. Discuss whose decision it was to buy a microwave and when was the purchase
decision made.
2. What factors influenced the purchase of the microwave?
3. What is likely to be the post-purchase behavior in this case and what is the
significance of such behavior?
4. What is the significance of post-purchase behavior for the marketer?