- Rohit is staying in Haryana in a large joint family consisting of great grandmother,
grandparents, their 5 sons – which is four uncles with their wives and children and Rohit’s
parents and Rohit’s sister – total 24 family members staying under one single roof. Rohit’s
cousin Sahil has come to Mumbai to do his MBA and has fallen in love with a Malayalam
Christian girl Anoo Peter. There is a big discussion in the family regarding the kind of
marriage ceremony to have for Sahil. Determine the different reference groups that would
influence the choice of marriage ceremony for Sahil (10 Marks)
- Most consumers go through 5 steps while making a purchase decision – these 5 steps are a].
problem recognition, b]. information search, c]. alternatives evaluation, d]. purchase decision
and e]. post-purchase evaluation. You have a younger sister who is very intelligent and wants
to do her Master’s in Genetics in USA. How will you help your sister to go about doing only
the information search for a good University offering a very good Master’s Programme in
Genetics
(10 Marks) - a. The dishwasher is a consumer durable that has been around for quite some time. While
there is a widespread acceptability for this product in western markets – the Indian consumer
has not gone over the moon with this product. Describe how a dishwasher manufacturer can
use the five attributes of a product that affect adoption to speed up the diffusion of the
dishwasher in the Indian Market.
(5 Marks)
b. The Indian vehicle driver especially the two wheeler drivers are notorious for not following
signals. How would you use Consumer Buying behaviour to persuade 2-wheeler drivers to
follow signals on roads
(5 Marks)
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