BBA Consumer Behavior

What is consumer behavior?

Differentiate between consumer and organizational buying.

Read the following case carefully and answer the questions that follow:

Kelcorn Company has distribution in more than 200 countries and yet is still "unknown to half the world's population," according to Michael Hess, Kelcorn's CEO. Hess plans to change that. The challenge is made greater by the presence of aggressive competition in many developed and developing markets. According to Hess, a global brand requires a core position strategy or product benefit that will work in multiple countries. The key ideas of two of Kelcorn's global or near-global brands are described by Hess in the following paragraphs:

Corn Flakes

The basic positioning concept for Corn Flakes is simple, unadulterated food that tastes surprisingly good. This concept also has universal appeal. It is typically the first product we introduce in a new market. It is the foundation of our line, and it is the world's most popular cereal.

Wheat Flakes

The value proposition for Wheat Flakes is the health benefits of fiber in the diet. This proposition does not have universal appeal without development. The concept of the value of fiber in the diet is new to many countries and is often resisted.

According to Hess, Kelcorn Company began a massive campaign to countries where the benefits of fiber were not widely accepted. The campaign varied across countries due to differences in the attitudes of local medical and nutritional professionals. However, the basic approach was to educate and support the medical and nutritional community in each country. As a country's experts became convinced of the value of fiber, they told their story in their academic press, the general press, and in public service announcements. Today, despite competition from many other high-fiber cereals, Wheat Flakes is one of the top 5 cereals worldwide.

Questions:
a. What type of innovation would cold cereal be to a country not accustomed to this type of food? Explain.
b. What values would support and what values would harm the chances of Kelcorn succeeding with cold cereal in Nepal? Give your arguments.
c. What are the factors to be considered in developing a marketing program to market Kelcorn's cold cereals in Nepal? Discuss.
d. Evaluate the communication process Kelcorn used to gain acceptance for Wheat Flakes.

Define consumer behavior.

Discuss the application of consumer behavior knowledge in public policy decisions.

Analyze the following case carefully and answer the questions that follow:

Himalayan Organics, a Nepali skincare company, recently launched a line of herbal beauty products such as face wash, moisturizer, and sunscreen made from natural Himalayan herbs. Their primary target was young urban consumers, especially students and working women, who are increasingly health-conscious and motivated to use safe, natural, and eco-friendly products.

Many consumers were motivated to try these products because they wanted healthier skin, believed in the benefits of natural herbs, and wanted to avoid harmful chemicals present in foreign brands. Social recognition and the desire to "look good naturally" also acted as strong motives. The company provided free samples in shopping malls and beauty salons, allowing customers to test the product. Positive results and word-of-mouth created reinforcement, and repeat purchases showed that consumer learning had taken place.

Some consumers perceived Himalayan Organics as "authentic and affordable," while others believed that "foreign brands are still superior." Their perception was shaped by product packaging, advertisements featuring popular celebrities, and past experiences with herbal products. Consumers with outgoing and modern personalities associated themselves with international brands, while those with environmentally conscious and health-oriented personalities relied more on Himalayas. The company positioned its brand personality as natural, trustworthy, and youthful to match the target group's self-image.

Over time, positive attitudes developed among loyal users through repeated satisfaction, health benefits, and eco-friendly branding. However, a segment of consumers still carried negative attitudes due to skepticism about the effectiveness of local brands, which came from family influences, peer opinions, and exposure to foreign advertisements.

22.Analyze the following case carefully and answer the questions that follow:

Himalayan Organics, a Nepali skincare company, recently launched a line of herbal beauty products such as face wash, moisturizer, and sunscreen made from natural Himalayan herbs. Their primary target was young urban consumers, especially students and working women, who are increasingly health-conscious and motivated to use safe, natural, and eco-friendly products.

Many consumers were motivated to try these products because they wanted healthier skin, believed in the benefits of natural herbs, and wanted to avoid harmful chemicals present in foreign brands. Social recognition and the desire to "look good naturally" also acted as strong motives. The company provided free samples in shopping malls and beauty salons, allowing customers to test the product. Positive results and word-of-mouth created reinforcement, and repeat purchases showed that consumer learning had taken place.

Some consumers perceived Himalayan Organics as "authentic and affordable," while others believed that "foreign brands are still superior." Their perception was shaped by product packaging, advertisements featuring popular celebrities, and past experiences with herbal products. Consumers with outgoing and modern personalities associated themselves with international brands, while those with environmentally conscious and health-oriented personalities relied more on Himalayas. The company positioned its brand personality as natural, trustworthy, and youthful to match the target group's self-image.

Over time, positive attitudes developed among loyal users through repeated satisfaction, health benefits, and eco-friendly branding. However, a segment of consumers still carried negative attitudes due to skepticism about the effectiveness of local brands, which came from family influences, peer opinions, and exposure to foreign advertisements.

Questions:
a. What role did consumer motivations play in influencing buyers of Himalayan Organics products? Discuss.
b. Explain how consumer learning occurred in this case. Identify the principal elements of learning reflected in the strategy.
c. Discuss how consumer perception and personality influenced brand choice in this case.
d. "Consumer attitude is shaped by both personal experiences and external influences". Justify this statement with reference to the case. Sonnet 4.5Cl

What do you understand by problem recognition by consumers?

Point out the types of consumer buying.

Write down the steps involved in consumer buying decision process.

Describe in brief the marketing implications of problem recognition.

Differentiate between internal and external search.

What are the sources of consumer information? Explain.

Point out the sources of consumer information.

State the use of information search on the internet.

Briefly explain the types of consumer search activities.

State the difference between conjunctive and disjunctive decision rules.

Discuss evaluative criteria and its measurement.

Differentiate between conjunctive and disjunctive decision rules.

What do you mean by lexicographic decision rule?

Differentiate between rational choice and affective choice with an example.

Write down the remedies for dissonance reduction.

State and explain product disposition methods.

Show your acquaintance with post purchase dissonance.

What is customer dissatisfaction?

"Product disposal is the process of discarding, reselling or repurposing of product." In the light of this statement, elaborate on the product disposition methods.

State the sources of consumer motivation.

Differentiate between short term and long term memory.

What is personality? Explain the types of consumer personality.

Enumerate the steps involved in the process of perception.

Differentiate between consumer personality and brand personality with suitable example.

Describe the role of consumer motives.

Explain the sources of attitude development.

What do you mean by reference group influences? Describe the nature and degree of influences.

How do reference groups influence consumer behavior? Elucidate.

How do you think culture would influence consumer behavior?

How does the subculture influence consumer behavior? Discuss.

State any two characteristics of culture.

What is the influence of social class in consumer behavior?

Discuss about the Nepalese core cultural values that must be considered by business person before and at the time of doing business.