Chandigarh Business School of Administration
MBA Department
Assignment No. 2
Subject: Consumer Behavior
Subject Code: MBA 921-18: C306
Semester: 3
Date on which assignment given: 5/10/2024
Date of submission of assignment: 15/10/2024
Course Outcomes
C306.1 determine the fundamental concepts of consumer behavior, decision-making processes, and their
practical applications.
C306.2 explain the diverse factors that impact consumer decision-making processes.
C306.3 analyze the complexities of buying behavior and decision making.
C306.4 apply the insights of consumer behavior for developing marketing communication strategies.
C306.5 organize the interlinking of age with consumer behavior as a management process.
C306.6 formulate promotional strategies with opinion leadership.
Bloom’s Taxonomy Levels
L1 – Remembering, L2 – Understanding, L3 – Applying, L4 – Analyzing, L5 – Evaluating, L6 - Creating
Marks.
Assignment related to COs Level (Total
COs Marks- 5)
Marketers are now working to harness the new-found communications power of their
everyday customers by turning them into influential brand ambassadors, Companies like
Sony, Microsoft and McDonald’s are now developing a new breed of brand ambassador
programs that organize and multiply consumer to consumer interactions about their
brands. Marketers select their brand ambassadors very carefully, based on customers’
devotion to brand and the size of their social circles. For the ambassador, rewards include
product samples, gifts discounts and token cash payments. Perhaps most important to
many brand enthusiasts, they get inside access to company’s information about new
product and services about to be launched. One such success story was Sony. Sony used
brand ambassadors to jumpstart the launch of its new GPS camera, a high tech device that
draws on satellite tracking technology to let you record the exact location of every picture
you take and later map them out using Google maps. Out of 2000 or more online
applicants, Sony picked only 25 brand ambassadors. The ambassadors were given a free
camera and other equipment along with lesson on how to use them. They were
encouraged to show the camera to friends, associates, and anyone else who asked handout
discount coupons and blog weekly about their travel and picture taking adventures on a
dedicated Sony micro site.
(a) Based on your own understanding of reference groups, how effective would brand L2 CO 3
ambassadors be as reference groups for relatively expensive, infrequently bought product 4
and services? How would your answer change if the product in question was detergent or
cooking oil?
(b) In your view, in the Indian marketing context, is the concept of brand ambassadors L4 CO6 2
likely to succeed? Justify your answer.
Subject Coordinator IQAC Member Head of the Department
