NMIMS Customized 2018 DEC Assignments - Buying a new pair of running shoes

1. Consumer Behaviorinfo@answersheets.in+91 95030-94040

2. Consumer Behavior 1. BMW, the luxury German car maker, stands for performance and luxury. The company has grown its product line by targeting specific market segments. BMW’s full range of cars includes 1 series, 3 series, 5 series, 6 series, 7 series, X3 SUV, X5 SUV, X6 SUV, Z4 and M. The 7 series was targeted to a group of consumers who were traditional and wealthy. They liked to be showy with flamboyant cars. They didn’t like sporty cars but preferred comfort and luxury, so BMW added electronic features like window controls, airflow, night vision, etc. The X5 was created to target a group of customers who weren’t born in wealthy families but had achieved success recently. They had taken up activities like biking and golf

3. These customers needed a bigger car for their active lifestyles and big families. Discuss on what dimensions (geographic, psychographic, demographic, behavioral) has BMW segmented and targeted customers for the 7 series and X5 models. (10 Marks) 2. You are the advertising manager for a health food brand. Develop two different ad themes to appeal the consumer on two different levels in the Maslow’s hierarchy for the ad campaign. (10 Marks)

4. 3. Enumerate the decision-making process you would go through in the following 2 purchase scenarios. Classify each of the scenarios into Nominal/Limited/Extended Decision Making. a. Buying your first car with the savings you have accumulated over the last year. (5 Marks) b. Buying a new pair of running shoes. (5 Marks)

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