MBA SOLVED ASSIGNMENTS NMIMS JUNE 2020

Course: Consumer Behavior
Internal Assignment Applicable for June 2020 Examination
1. GSK Horlicks is an iconic health drink for kids. Over the years, the brand has introduced several variants of Horlicks. What is segmentation and targeting? Identify the type of segmentation done for each of the following: (10 Marks)

Horlicks Chocolate for fussy children who like fun flavors
Mother s Horlicks for pregnant women and lactating mothers
Junior Horlicks for newborns and infants
Horlicks Lite for calorie-conscious adults

2. What are the steps in the consumer decision-making journey? Describe your decision- making journey for the following products: (10 Marks)
a. Sugar
b. Men s aftershave lotion
c. Smartphone

3. a. Explain the different adopter categories in the Innovation adoption process, taking the example of any innovative product of your choice. (5 Marks)

3. b. What are membership groups and symbolic groups? Discuss 1 membership group and 1 symbolic group from your life.