Consumer behaviour assignment

HIGHER COLLEGE OF TECHNOLOGY

DEPARTMENT: BUSINESS STUDIES

Final Examination:

Assignment Based Assessment Semester: II A. Y.: 2019 / 2020

Diploma II Year

Start Date: 1-6-2020 Time: 2 PM

Due Date: 3-6-2020 Time: 2 PM

Student Name

Student ID

Specialization Marketing

Section 1 & 2

Level Diploma II year

Course Name Consumer Behaviour

Course Code BAMK2102

For official Use Only

Question No. Max. Marks Obtained

Marks

Question No. Max.

Marks

Obtained

Marks

1 5 1 5

2 5 2 5

3 5 3 5

4 5 4 5

5 5 5 5

6 5 6 5

7 5 7 5

8 5 8 5

9 5 9 5

10 5 10 5

Grand Total

Marks 50 50

First Marker: Second Marker:

Date: Date:

Guidelines for Students to Submit the Assignment:

1) The final assessment for semester 2, 2019-20 will be done through comprehensive assignment for a maximum of 50 marks. The schedule of the final assessment is available in the college website. https://www.hct.edu.om/about/the- college/announcements/final-assessment-timetable-041620

2) All the students are expected to have only one assignment at one time. In case, if

the students have more than one assignment on the same day, please report to the

exam committee through the following mail id. exam.bus@hct.edu.om as soon as

possible. 3) All students are given 48 hours to complete and submit each assignment from the

day, date and time the assignment is uploaded. Students are advised not to wait till

the last moment of the deadline to submit the assignment. 4) The students can check the assignment anytime and any number of times from the

opening of the assignment. The answer to the assignment need to be uploaded in e -

learning within 48 hours.

5) The answer to the assignment can be uploaded only one time. No requests for resubmission of the assignment will be entertained.

6) The students may contact the following mail Ids if they face any difficulties while

related to final assignment.

For Academic related support :

Business Courses For Technical Writing 1 For Technical Writing 2 For Technical Communication

anand.kalimani@hct.edu.om karri.krishna@hct.edu.om ramil-ecot@hct.edu.om khulood.aiadi@hct.edu.om jocelyn.balili@hct.edu.om

For issues related to e-mail

accounts and Microsoft Teams office365support@hct.edu.om

Any issues related to E-Learning

Moodle support.elearning@hct.edu.om

Any other IT Troubleshooting helpdesk2@hct.edu.om

7) Students may contact their respective lecturer through college email (within the 48-

hour period given) if they have any doubts and clarifications on the assignments. 8) Students should be aware that this assignment is an independent assessment.

Students are not allowed to get help from any other person during the assessment

period. 9) Students assignment will be checked for plagiarism through Turnitin software. This

assignment will be assessed as per the College Assessment Policy. Student will be

investigated in case of plagiarism as per the College policy and procedures. The

maximum acceptable similarity index is 25%. 10) In case the students face any technical issues regarding the submission of

assignment, the answer to the assignment can be mailed to the concerned lecturer

within the 48-hour period using college email.

11) Any assignment submitted after the 48-hour period will not be considered for

evaluation. 12) The assignment should be submitted only with the file in MS Word document. No

other format is acceptable at all (e.g. pictures, JPEG, PDF, etc). 13) The students need to answer the assignment in the prescribed number of words as

mentioned in the assignment. 14) The students need to follow the following format while preparing the assignment :

Font Style: Times New Roman Font Size: 12 point for body and 14 point for Headings Line Spacing: 1.5 Margin: 2.54cm (One inch) on all the sides Page Number : At the bottom right hand corner of each page Colour: All words should be in black colour

15) Students who will fail to submit their assignment as per the deadline given are

required to make an online appeal along with the valid excuses as the guidelines

which will be announced through the college website or e-learning portal within three

days from the date of submission deadline.

Read each situation or case carefully. Answer each question using 100 to 150

words. Each question carries 5 marks.

1. Kamila went to her favourite apparel store to purchase a dress to attend her friend’s

wedding. There was a sale in the store which offers 50 percent off on all apparel

items. Though she came to the store with the intention of buying single dress, she has

purchased two dresses. In her friend’s wedding a couple of guest appreciated her

choice of dress and enquired about it. She was overwhelmed by the attention of other

guest. She was so excited and explicitly recommended the store to other guests. She

told them that the quality and variety of the apparel items at that store is better and

current offer also is very attractive.

Identify and discuss the behavior expressed by Kamila in the above mentioned

scenario. [100-150 Words] (1 + 4 Marks)

2. Suad is a working woman. During weekends, she goes to a supermarket to buy

weekly provisions, vegetables and fruits. She considers many factors such as

distance, parking facilities and children play area to choose a supermarket. She use to

tell her friends that she does not like to go for some supermarkets where the products

could not be visible properly and the store is untidy.

You are required to explain the situational factor that is being given importance by

Suad in choosing the supermarket. [100-150 Words] (5 Marks)

3. Shoppers’ behavior during purchase of consumer goods from retail outlet can be

sequenced into different stages. In each stage, the behavior exhibited by the consumer

have been classified into different types. Assume Mahmood wants to buy a Wardrobe

for his home.

Identify and discuss the various behavioural process that would be exhibited by

Mahmood in the buying process. [100-150 Words] (1 + 4 Marks)

4. Sohar LLC is a leading consumer goods manufacturer in Sultanate of Oman. The

company management knows that consumers have a variety of needs and these can be

classified as primary and secondary needs. Therefore, the company produces and

markets different products such as kit for mountain climbers, gift items, purified

water, umbrella and expensive foot wears.

Prioritize the products produced by Sohar LLC according to the Maslow’s need

hierarchy with justification. [100-150 Words] (5 Marks)

5. Consumer purchase behaviour is influenced by several factors including the income

of the consumers. Marketing researchers believe that income is one of the good

predictor of purchases of low priced goods to high priced goods. Goods like clothes

and cosmetics are available at different prices and most of the times their prices are

associated with the income. Therefore, income factor plays an important role in the

purchase decision of clothes and cosmetics.

In this context, analyse the effect of income factor on the consumer purchase decision

with regard to clothes and cosmetics. [100-150 Words] (5 Marks)

6. Barka Omani Halwa is a famous traditional sweet brand. They are known for

maintaining the traditional taste. The have more than 15 branches in Oman, UAE and

Qatar. The factory produces sweets ranges from OMR 2 to OMR 10 per kg. However,

the firm is now attempting to move into producing the premium halwa with more

quantity of saffron, nuts, rosewater and dry fruits. They plan to market the premium

halwa with a price range of OMR 25 to OMR 40 per kg. In Oman, the premium brand

of halwa market is dominated by established brands like Al Diwaniya and Al Hosni.

However, the firm feels that its entry into the premium market segments should not

change the consumer perception towards its traditional products.

Determine how Barka Omani Halwa’s entry into the premium segment would affect

the consumer perception about its traditional products segment. [100-150 Words] (5

Marks)

7. In the Middle East many parents have concern to buy the western toys like Barbie due

to dressing pattern of that toy. Given the strict standards of dress code followed by

many Muslims in the Middle East, toys of this nature are considered as inappropriate.

Therefore, the toy manufacturer found that it is challenging to market their product in

Middle East.

Identify and explain the factor that influence the buying behaviour of Barbie toys in

this case. [100-150 Words] (1 + 4 Marks)

8. Eco-friendly cars are cars that have a lower negative effect on the environment than

traditional automobiles. These cars include electric cars, hybrids and cars that run on

alternative fuels. These cars have many benefits. The main benefit of eco-friendly

cars is that they use less oil than traditional cars. In 2016, “Toyota-Prius” is launched

in Oman. Hamood is very doubtful about innovative product and avoid rushing to buy

them immediately and hence using a very old car. But during 2019 Ramadan offer he

purchased Toyota-Prius car as it was available at very cheaper price.

Determine the personality of Hamood in new product adoption process and explain

the nature of such customers in buying and using new products. [100-150 Words] (1

+ 4 Marks)

9. Product buying decision involves a decision making unit consisting of more than one

people. Each people play a different role in product buying decision. In a family, a

purchase depends on the person who makes the purchase decision as well as on the

other members in the family. They make joint purchase decisions as an informal

group. Their task consists of information acquisition, search processes, the

development of choice criteria and decision making among alternatives. Identifying

the people who performs specific task in buying role is one of the important task for

marketers.

Identify and explain the buying role performed by different members in buying a

Fitness equipment for a homemaker. [100-150 Words] (1 + 4 Marks)

10. A consumer’s buying behaviour depends on many factors. The products type, price,

durability, purpose, purchase frequency etc. determine the type of behaviour exhibited

by the consumers. Similarly, the level of involvement and the amount of risk also act

as determining factors in influencing consumer buying behavior. In this context,

assume that Oman Air wants to buy a new aircraft.

Describe with justification the type of buying behaviour that would be demonstrated

by management of Oman Air. [100-150 Words] (5 Marks)