Answer 1

Description of the case

Martin Incorporation was having the cosmetics and perfume business. The company was
succeeding the product idea of marketing and furnished only to their standing customers, while
paying no attention to the changing needs and demands of the consumers.

A marketing alumna, named Ash, joined the company and directed the company about essential
changes that must be made in the product on the basis of altering taste and likings of consumers
to successfully sell the company's products. Mr. Ash updated the products and paid about 30
lakhs on box etc.

On the basis of appropriate income and social factors that mark the consumers. The product
manager and assistant manager were not happy with the hard work made by Mr. Ash as even
after 6months of execution of suggested deviations the company was not able to achieve
effective growth in sales. The product manager and Assistant manager were of the opinion that
although some progress was made by Mr. Ash, yet many important factors affecting consumer
behavior were also ignored by him.

Yes, I agree with the product manager and assistant manager that efforts were made in the right
direction, but many factors affecting consumer behavior were disregarded
Company should focus on new product development to increase the sale of their products.
Company using the out dated concept now a day’s producers more focused on their consumer
needs, taste and preference. Mr. Ash should focus on marketing concept. Company should start
targeting the new audience and re-position the brand according to customer demand, taste and
preference also provide sales promotion and discounts to increase the sale.
Company should start to explore new products by doing effective targeting market which is
beneficial like;
 Launched product for men grooming
 Organic and herbal product for women
 Safe product for babies
The market for cosmetic was not effectively segmented Mr. Ash need to divide the into groups.
While paying attention to social and income factor few factors like Age, Occupation, Personality
etc neglected. Every individual has different needs and wants.
Keeping in mind income factor no changes made in product quantity. Also focus on social factor
no factor uses like opinion leaders like celebrities which would have effective influence on sales
rather than changing the packaging only.
The best way to increase sales is to understand the changes that are taking place in your consumer
behavior. Gaining market research perceptions can help determine: if your visitors want to spend
this time; If they are considering purchasing your product or service; What related services they
may need instead; How their media habits have changed so you can market them in the right
places. Learning this information and other key points will help you plan to provide the best
service to your customer and ultimately increase sales. Knowing this information and other key
points will help you plan to provide the best service to your customer and ultimately increase sales.

B
Consumer behavior is inclined by many changed factors. A marketer should try to know the
factors that influence consumer behavior. There are five major factors that influence consumer
behavior: 
Factors Influencing Consumer behavior

Psychological Factors
Social Factors
Cultural Factors
Personal Factors
Economic Factors

Motivation

When a person is inspired enough, it effects the buying behaviour of the person. Hence
elementary needs and security needs have the authority to motivate a consumer to buy products
and services
Customer perception

is a process where a buyer gathers information about a product and understands the information
to make a meaningful image about a particular product.

Learning

In conditional learning the consumer is bare to a situation recurrently, thereby making a

consumer to grow a response towards it. Whereas in cognitive learning, the consumer will apply
his data and skills to find approval and a solution from the product that he buys.

Attitudes and Beliefs

Consumers have certain attitude and beliefs which effect the buying decisions of a consumer.
Hence, the marketers try tough to understand the attitude of a consumer to design their marketing
campaigns.

Family

Family plays an important role in decisive the buying behavior of a person. Roles and status a
person is inclined by the role that he holds in the society. A reference group is a group of people
to whom a person associates himself. In general, all the people in the reference group have
common buying behavior and influence each other.

Cultural factors

A group of people are related with a set of values and beliefs that belong to a particular
communal.

Income

Income has the capability to influence the purchasing behavior of a person.

Occupation
Occupation of a consumer effects the buying behavior. The buying behavior is extremely
influenced by the lifestyle of a consumer.

Economic Factors

The consumer purchasing ways and decisions greatly be subject to on the economic situation of
a country or a market. Economic factors bear a significant influence on the buying decision of a
consumer.

Disposable income refers to the cash that is left after spending to the basic needs of a person.

Savings

A consumer is very influenced by the amount of savings he/she needs to set aside from his
income.
A consumer spends more with an increase in his income or with the expectation of future profits or
with the availability of liquid money or credit, but seeks to save in the absence of it. Consumer
consumption and purchase patterns are affected by the family income and quality of life

Answer 2

Consumer behavior is the study of the processes they use to select, protect, and eliminate
individuals, groups, or organizations and products, services, experiences, or ideas that meet their
needs, and impacts on consumers and society. It mixes elements of psychology, sociology, social
anthropology and economics. It seeks to understand the decision-making process of buyers
individually and in groups. It explores the characteristics of individual consumers such as
statistics and behavioral variables in an effort to understand people’s preferences. It seeks to
assess the impact on consumers from groups such as family, friends, reference groups and the
community in general. This experiential study donates to a key thoughtful of the impact of
different factors on consumer purchasing behaviors. Numerous independent variables are being
analyzed in depth in the electronic home appliances market. Factors influencing consumer
behavior in the electronic home appliances market have been taken as observed research of this
research. The key findings of this study are that, overall, the set of self-determining variables is
weakly related to the self-determining variable. In-depth analysis firmly relates those social and
physical factors and components of the marketing mix to consumer buying behavior. Through
these analyzes it is possible to discover the rules by which consumers make decisions. These
results will support manufacturers and retailers of electronics and home appliances in
understanding consumer behavior and increasing consumer satisfaction.

Types of Consumer Behavior

Consumer wants are limitless because
there are different
types of consumer buying behavior. To
please these wants they
need to buy goods and services.
Buying salt is totally different
from buying a diamond necklace. The
more luxurious the good
is the more information is needed by
the consumer. There are
four types of consumer buying
behavior based on the buyer
involvement in the purchase
Types of Consumer Behavior Consumer wants are unlimited because there are different types of
consumer buying behavior. To satisfy these wants they need to buy goods and services. Buying
salt is totally different from buying a diamond choker. The more luxurious the good is the more
info is required by the consumer. There are 4 types of consumer buying behavior created on the
buyer involvement in the purchase.

1) Complex Purchasing Behavior: - It is called complex purchasing behavior when the

consumer is more involved in the purchase and has knowledge of the important differences
between the brands. So, in this case the consumer should get the relevant information about the
product attribute and the marketer should develop the brand option to provide detailed
information related to the product attribute. E.g., Consumers are more involved in buying a TV
or air conditioner when they buy it and have knowledge of the significant differences between
brands.

2) Diverse Behavior: - In this case there is less consumer involvement in relation to the product
and there are significant differences between the brands. Consumers generally buy different
products not because of dissatisfaction, but because they seek different types. Like every time
they buy different soaps for different types. In this case the marketer should encourage
consumers to buy the product by advertising discounts, free samples and products.

3) Dissatisfied buying behavior: - Sometimes the consumer is more involved in the purchase,
but there are some differences between the brands. More involvement means that the product is
more expensive, but consumers will often buy the product due to some differences between
brands. Just like consumers when buying wall paints, buy them quickly as there are some
differences between brands.

4) Custom purchasing behavior: - In this case there is less consumer involvement in relation to
the product and there are some differences between the brands. The consumer goes to the market
and buys the product. E.g., Salt.

The parts of the marketers that should be founded on the case, firstly is persuasion which is
happen when business companies offer similar products, the firm must not only inform the
customers about the product's accessibility, but also persuade them to buy it. In this case, the
sales person has to do early scanning when the customer enters the store to have a clear overview
of the demographic aspect of the customer. Moving further in conversation, salesperson can
detect the characteristic and buying behavior of the customer thus effecting their buying
behavior. Through persuasive messages, the marketers/shop assistant try to provide reasons
about the advantage of their products as compared to others available in the market. The next
roles that should be in every marketer is promotion that is essential to build or reinforce attitudes
in the minds of target audience. The marketers expect the target audience to develop a favorable
attitude towards their brands. In this case study, marketers must adapt with the customer's
attitude to make them feel superior in the situation initially. As time progress, marketers must
know how would the attitude of the buyer. Since washing machine is an investment, there will
high chances of attitude shift in the consumer's mind so positive attitude towards the brand helps
to increase its sales. Through promotional methods like advertising, the marketer can right
negative attitude towards the product, if any. The third role of the marketers that should be is
regard by advertising. Advertising is a part of marketing which in order to raise awareness and
create interest in the brand. Though advertising is a solo part of the Marketing Mix that it is one
of the most important part of marketing. By using the right methods, not only in the production
of the actual advertisement but also its placement. In this role, which is advertising is the best
way to communicate to the customers that create brand awareness and help to informs the
customers about the brands available in the market and the variety of products useful to them. It
is done using various media types, with different techniques and different methods also it is
involved in spreading the word about a business, product, or service offered to the public. The
last role that should marketer to be is closing the sales which is salespeople who use this
closing technique reiterate the items the customer is hopefully purchasing (stressing the value
and benefits) to get the prospect to sign. One of the toughest instructions for new salespeople
to learn is the importance of final every sale. If you did a good job of presenting the product and
responded to the prospect's objections, the close follows naturally. However, if things did not go
quite so smoothly, you may need to give the prospect a bit of a nudge to successfully close the
sale.

Answer 3

For the packing of these products, tin containers were required in huge quantities. The company
was buying these containers from Shaz Metals, who were supplying the empty containers to
M.K.B. Product was later joined by a young M.B.A., who advised the owner of M.K.B. Product,
to go in for backward integration (To make the tin containers themselves, instead of buying them
from Shaz Metal Works). The matter was put under deliberation, and it was decided to join for
partial backward integration, i.e., to start the manufacture of their own tin containers, as well as,
keep buying from the supplier in a lesser quantity, till such time that the company M.K.B. In the
pursuit of backward integration, another semi-automatic tin-container manufacturing plant was
set up by the company, and it started its production and initially faced a lot of teething troubles.
A number of suppliers were interested in supplying tin sheets (out of which tin containers are
made) for M.K.B. After buying randomly from a number of suppliers, the company came to
terms with one Mr. Wali, who undertook all the raw material supplies of tin sheets to the
company at reasonable rates. He would make deliveries as and when necessary, and developed a
good relationship with the owners of M.K.B. Wali, the tin supplier told the company that they
would be charging an additional two per cent on the prices quoted by them, due to the rise in
prices, and the delivery time would have to be rescheduled, and the company would have to pick
up, or order for the entire material consumed by the quarterly, instead of monthly arrangements.
This set the owners and managers of M.K.B. After a little research, they came across a supplier
in scrap tin industries, who were happy to supply to M.K.B. Product at the rates and terms of
conditions at which Mr. When the deal was about to be finalized with the scrap tin industries,
Mr. Wali sent a telegram to M.K.B. Product, that the increase in rates was cancelled, and they
were willing to renew their contract, or continue with the supplies at the earlier rate for the next
12 months.

According to the case study as shown above I think company should not let go Mr.Wali as he has
good long terms relation and a trust worthy vendor . Just for company security and benefits
company give half order to new vendor it will give company a new chance to check the new
vendor. In future if Mr.Wali again demand to raise the price so company already has alternative
in the shape of another vendor. Also give Mr.Wali the instruction not to raised all of sudden the
price first discuss properly the circumstances with company and maintain the healthy
relationship.

Scrap Industries

Scrap is a term you will frequently hear in the manufacturing industry. Manufacturing companies
of all shapes and sizes pay close attention to their scrap rate, as this affects their profits. So, what
is scrap is how is it used in the manufacturing industry? Scrap Explained In the most basic sense,
scrap is the discarded material from a manufacturing job. If an automaker is manufacturing a car
and has steel leftover after finishing the car, that leftover steel is considered scrap. A high scrap
rate can negatively affect manufacturing companies in several ways. For starters, it costs money
to purchase the scrap materials money that's not recouped on the manufacturing and/or selling of
the product. Whether the company plans to reuse the excess materials, sell it, recycle it, etc., all
of these tasks are laborious and time-consuming. Reducing Scrap in Manufacturing Of course,
it's next-to-impossible to avoid all forms of scrap in the manufacturing industry. Many
manufacturing companies view scrap as an inevitable part of running their business. If you work
in a job that requires to build things, you will probably have leftover materials it's just something
that comes with the territory. With that said, there are ways to reduce scrap in manufacturing.
One of the easiest ways to minimize scrap is to optimize your manufacturing process. Perhaps
using a machine or equipment to perform a step in the manufacturing process can reduce
unnecessary material waste. Proper documentation of materials ordered and materials used can
also reduce scrap in manufacturing. It's easy to overlook the importance of proper documentation
when you are busy running a manufacturing business. To recap, scrap is essentially the amount
of material that's leftover and unused after a manufacturing job.

After gathered the info about scrap industries I don’t think so company should find scrap
industries as it is the waste of time and money. Tin making is not their main business forte, so
they get back to Mr.Wali . Company finds any other vendor only for tin making so, company
focus on their main business .