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CB Assignments

The document outlines 8 potential assignments for students to analyze consumer behavior related to brands. The assignments involve interviewing consumers about purchase decisions and motivations, observing retailer interactions and point-of-sale promotions, measuring brand attitudes and recall of advertising, and analyzing brand positioning and targeting approaches. The goal is for students to apply concepts related to consumer decision-making, the marketing mix, and segmentation, targeting and positioning strategies.

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Biswarup Ghosh
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45 views3 pages

CB Assignments

The document outlines 8 potential assignments for students to analyze consumer behavior related to brands. The assignments involve interviewing consumers about purchase decisions and motivations, observing retailer interactions and point-of-sale promotions, measuring brand attitudes and recall of advertising, and analyzing brand positioning and targeting approaches. The goal is for students to apply concepts related to consumer decision-making, the marketing mix, and segmentation, targeting and positioning strategies.

Uploaded by

Biswarup Ghosh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CB Assignments: -

(You can select any one and submit group-wise. Willing students are suggested to carry out
multiple assignments for their learning. PPT presentations can be made online by the groups.)

Assignment 1. Carry out an interview with an existing consumer regarding the purchase of
brand of (a) Durable, (b) FMCG. Ask the following questions:

I. Who was the decision maker?


- Who bought it?
- Who decided which brand to buy?
- Did anyone else participate in the decision process?

II. What motivated the purchase?


- What problems (Needs/Wants) did the brand solve?
- Which feature/benefit fulfilled which Need/Want? Make a match?
- In the list of identified feature/benefit, were all equally important to the buyer? If No, take a
weightage rating.

III. Type of decision?


- Was the decision casual/random or well thought out?

IV. Decision-making process?


- Was there any information search?
- If yes, regarding which brands (consideration set)?
- From which sources?
- Did s/he compare the brands to decide which brand to buy?
- If yes, comparison was done based on which feature/benefit? (Here check whether these are the
same that fulfilled his/her needs/wants.)
- Finally, which brand was bought. Why?

V. Purchase process?
- Where did he buy the brand?
- Why there?
- How did he make payment? Why?

VI. Any sales promotion offer?


- Was there any sales promotion offer on the brand?
- If yes, what?
- Did that motivate to select that brand?
Assignment 2. Visit any MBO of medium size whom you know in your area. Spend about 1-2
hours there. Develop a report on the following issues:
- Out of the total number of footballs, how many asked the retailer for any information?
- Make a list of the information asked for.
- Note whether the retailer recommends any particular brand to customers. If yes, ask the retailer
the reason for suggesting that brand.
- Observe how the different buyers spend time while waiting before/after placing order. Narrate,
- Find out whether the retailer arranges various brands on shelve as per any pattern/plan, or just
randomly.
- Are competitor brands placed together? (Take photos)
- Observe the retail point promotion materials. (Take photos)
- Do you find promo materials of multiple brands of any category or of only one brand?
- Observe how many customers are checking information on packages & promo materials in the
store.

Assignment 3. Select any category. Find out consumers of brands in that category. Ask them—
- If they imagine that the brand was a person, how would they describe the characteristics of that
person? (make a brand-wise comparison of these)

Assignment 4. Select any category & any 3 brands in that. Measure the attitude & purchase
intention of 2 consumers pertaining to the brands and compare.

Assignment 5. Select any category. Find out consumers of brands in that category. Ask them—
- What different brands can they recall in that category?
- Can they recall the ads of those brands?
- If yes, were the ads informational or emotional or mix of both?
- What did they like about the ad?
- Did they buy the brand because of the ad?
- Was the ad useful to them? If yes, how?

Assignment 6. Interact with 3 consumers (any). Ask the following questions –


- If a talcum powder brand offers sales promotion, in which case they would feel to get more
gain – (a) 10% more powder (=Rs.20/=) or a free soap (= Rs.20/=) with the powder?
- Whether they will spend Rs.5000/- for a dinner at a 7-star hotel (which was their wish) if they
(a) get the money through a lucky draw offer, (b) get the money from an increment in salary?
- Whether they will travel 4 Kms to avail a retail promotion offer of Rs.50/= on (a) MRP of
Rs.150/-, (b) MRP of Rs.1500/-?
Assignment 7. Select any 3 banks. Find out existing customers of those banks and ask –
- Why they selected that bank?
- What are the factors they like about that bank?
- What are the factors they dislike about that bank?
- What are their basic expectations from the bank?
- What services by bank will give them delight?
(Check whether the mentioned factors in the above queries are financial benefit related or
banking service related?)

Assignment 8. Select any category and list the prominent brands in that category. Collect
information about those brands and segregate the brands based on –
- Type of benefit (functional/emotional)
- Targeted customer segment based on demographics & lifestyle.
- Whether the benefits aligned with any characteristic of targeted consumers.
- Whether the brands were trying to motivate the consumers in same or different ways.

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