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Chapter 2 Individual Determinants of Consumer Behaviour

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75 views2 pages

Chapter 2 Individual Determinants of Consumer Behaviour

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chayasubbegowdas
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Chapter 2: Individual Determinants of Consumer Behaviour

Case Study 1: Amul - Building Brand Loyalty Through Consumer Perception and Needs
Background
Amul, India’s largest dairy brand, has maintained its position by focusing on consumer needs,
perceptions, and attitudes towards dairy products. Through its “Utterly Butterly Delicious”
tagline and the iconic Amul girl mascot, Amul has built strong emotional connections.
Additionally, the brand continually emphasizes its commitment to high-quality, affordable, and
pure dairy products, appealing to the consumer's need for health, taste, and trust.
Consumer Behavior Focus
1. Consumer Needs & Motivation: Amul's products fulfill the consumer need for
affordable dairy and nutritional value.
2. Consumer Perception: Amul is perceived as a reliable, high-quality, and Indian brand.
3. Consumer Attitudes: Many consumers have a strong positive attitude towards Amul due
to brand loyalty and emotional connection.
Questions to Solve:
1. How has Amul built and maintained consumer trust through perception management?
2. What motivational factors does Amul target to ensure consumer preference for its
products?
3. Identify the psychological factors influencing consumer attitudes towards Amul.
4. How could Amul further strengthen consumer loyalty by adjusting its branding to
evolving health trends?

Case Study 2: Nykaa - Leveraging Consumer Personality and Self-Concept in Beauty and
Fashion
Background
Nykaa, India’s largest beauty e-commerce brand, has become synonymous with self-care, style,
and self-expression, especially among younger consumers. Nykaa’s strategy focuses on
representing a range of beauty products that align with diverse consumer personalities and
values. Through influencer marketing, curated selections, and strong social media presence,
Nykaa appeals to the consumer's desire to reflect their personality and self-concept in their
beauty choices.
Consumer Behavior Focus
1. Personality and Self-Concept: Nykaa enables consumers to express their individuality
by offering products that cater to different styles and identities.
2. Learning & Memory: Nykaa's app notifications and influencer recommendations
reinforce consumer memory and build positive brand associations.
3. Consumer Attitude Formation and Change: Nykaa has shifted consumer attitudes,
promoting the idea that beauty is inclusive and self-expressive.
Questions to Solve:
1. How does Nykaa’s product range and advertising strategy align with the self-concept of
its target consumers?
2. Analyze how Nykaa uses influencers and personalized marketing to shape consumer
perception and attitudes.
3. What role does learning and memory play in Nykaa's brand recall among its consumers?
4. How can Nykaa adapt its consumer engagement strategy to further address changing
attitudes towards sustainable and inclusive beauty?

Case Study 3: Zomato - Impact of Consumer Perception and Attitude in Online Food
Delivery
Background
Zomato, a leading food delivery app in India, has shaped consumer perception by promoting
convenience, variety, and speed in food delivery. However, the brand has also faced challenges
with fluctuating consumer attitudes regarding delivery quality, pricing, and occasional data
privacy concerns. Despite these challenges, Zomato has worked to build consumer trust by
launching initiatives like contactless delivery, Zomato Pro memberships, and customer feedback
loops.
Consumer Behavior Focus
1. Consumer Perception: Zomato is seen as a convenient platform offering diverse food
options.
2. Consumer Attitudes: Positive attitudes are linked to convenience, but negative attitudes
sometimes arise due to high service charges or safety concerns.
3. Beliefs and Motivation: Zomato motivates users with discounts, quick delivery options,
and loyalty programs, but must address changing consumer beliefs around data privacy
and food quality.
Questions to Solve:
1. What role does perception play in Zomato’s success, and how does the company manage
both positive and negative consumer perceptions?
2. Identify the factors that influence consumer attitudes towards Zomato and how they
might affect long-term brand loyalty.
3. How has Zomato used motivation tactics (e.g., discounts, memberships) to encourage
repeat purchases?
4. Considering consumer beliefs around data privacy, what changes could Zomato
implement to improve consumer trust and perceptions?

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