NMIMS Assignment Consumer Behaviour Classical Conditioning

Consumer Behaviour

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1. Go to website www.tirabeauty.com. Assume you are the Marketing Manager at Tira which is planning to launch a new line of luxury perfumes for women in the higher middle-class segment women who want to use big brands but cannot always afford to use them so they buy a mix of highly branded and home-grown luxury perfume brands. You're aware of the principles of classical conditioning and its potential impact on consumer behavior. How would you apply classical conditioning techniques to create a favorable association between your perfume and positive emotions in potential buyers?

2. North India experiences extreme climates typically states of Rajasthan, MP, UP, Bihar, Jharkhand, Delhi, etc have very hot summers and very cold winters. Many people in these states use air-conditioners in summer and radiation heaters in winter to fight the extremes of climates. Now a major consumer durable company has introduced a combined air- conditioner cum heater so that consumers do not have to buy 2 appliances like the AC and a heater. A single appliance can now work both as an air-conditioner cum heater. Using the model of Diffusion of Innovation explain the different product parameters that will influence the consumer acceptance of the combined air-conditioning cum heating unit.

3. Answer the following:

a. How would a child influence the choice of product in the family? Take a product of your choice and explain how a marketer can get across to a child in order to make the child influence his/her family to buy that product.

b. What is classical conditioning in Consumer Behaviour. Mother s Recipe has a range of Ready to Cook products. It is planning to launch a new category the favourite Indian Meal called Khichdi under the Ready to Cook range. There will be a variety of Khichdi s from different areas of India available to the consumer. How can Mother s Recipe use the principle of Classical Conditioning to popularize the range of Khichdis it is planning in the market.

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