Cb_Project

Project Guidelines This group activity will be evaluated on the basis of 10 marks. Criteria for evaluation are as follow: Methodology = 2 Marks Field Work = 4 Marks Presentation & Team Co-ordination (10 minutes) = 4 Marks Submission: Filled questionnaire and other proof of authenticity such as recording of interview and so on. (one or two day before presentation). Date of Presentations Group 4,5,6,11 = 13-10-11 Group 7,8,9,13 = 20-10-11 Group1,2,3,10,12,14 = 3-11-11 Group -1 You have to conduct survey (40 consumers) by formulating structured questionnaire for knowing about the below mentioned aspect: What type of the following would be best suited for each cell in table. Resort Television programme Automobile Hospitals Present your understanding in the form of below mentioned tables. Segment |Stages in the Decision Process |Family members involved |Family members’ Motivation and |Marketing Strategy and Tactics | | | |Interest | | |Problem Recognition | | | | |Information Search | | | | |Alternative evaluation | | | | |Purchase | | | | |Use / Consumption | | | | |Disposition | | | | |Evaluation | | | | Tips : Choose four brands in above mentioned category and sow them in the form of options. Substantiate with the video coverage. Group-3 Pick a consumer convenience product, perhaps a personal care product such as deodorant or mouthwash, and create advertising copy stressing a) positive reinforcement b) a negative reinforcement and c) a punishment. Tips : Search and understand various advertisements in these categories and do the shooting among your group members and show its impact in various areas ( 2-4 different market) and note down the comments of the consumers. Group – 2 Select a product, store or service of relevance to students inside Amity campus. Using this a sample (100 students) to measure its brand image. Develop a marketing strategy to improve its image. Tips: Do this survey either through structured questionnaire or in the form of focus group. Video coverage had to be there. Group-4 Identify a television commercial that uses a humorous appeal. Then interview 75 consumers in GIP, CENTERSTAGE MALL and two more malls in your convenient location and measure their following parameters on 5 point Likert ranking. a) Awareness of this commercial b) Recall of the brand advertised c) Recall of relevant information d) Liking of the commercial e) Preference for the brand advertised Tips : Design a questionnaire covering demographic information and details about the commercial. Then ask the brand name along with the asked information. Group 6 Identify the television advertisements that use the following strategy: Source credibility Testimonial Comparative approach Evaluate the effectiveness of these advertisements by conducting survey on 80 consumers. Tips: Design a questionnaire or print the copy of the advertisements of brands and note the response of the consumers. Group-11 Interview the salespersons from an expensive, moderate and inexpensive outlet for the following. Ascertain the perception of the social classes or status of their customers. Determine if their sales approach differ from differing classes: Men’s clothing Women’s clothing Jewelry Footwear Tips: Design a questionnaire and note the response of the consumers. Present it with the help of synchronized presentation and video footage. Group – 7 Develop the psychographic instrument that measures the life style of college students. Conduct the survey for 100 students. On the basis of responses, categorize them into lifestyle segments. Tips: Before designing the psychographic instrument, try to enquire which the common products do they need are. This will give you insight for developing the same. Group-8 Self concept theory suggests that the disparity between a consumer’s actual and ideal self-images could predict the purchase of brands or products related to the consumer’s identity. Select ten or fifteen adjectives and submit these items to a sample of consumers and ask respondents to rate themselves on both actual and ideal selves. Ask the same respondents to identify brands they regularly purchase for products such as perfume, clothing, magazines, automobiles or any other items that may be related to self-image. Determine the disparity between actual and ideal self-images by summing across the differences for each item in the scale. Are these differences related to brand or product ownership' Tips: Include demographic information in the questionnaire and use Likert scale for the list of adjectives. Prepare a separate sheet, where you will be mentioning few (2-3) brands and have opinion from the same respondent immediately. Group – 9 Select two product categories that are frequently given as gifts: one that is higher in price (eg watches or ) and one that is lower priced ( eg perfumes, or books). Select a sample of about 100 respondents and ask them : How much time they would spend. What information sources they would consult in choosing a particular alternative for the following: A product for themselves. A birthday gift for a close friend. A birthday gift for a casual friend. A gift for your mother. Tips: Develop the questionnaire by giving these mentioned situations and give four alternatives under each head. Do this activity on different age group (20-30, 30-40, 40-50, 50-60 years) and present the result. Group-10 Conduct survey (through questionnaire or depth interview or focus groups) on the customers (20 for each products) for understanding the five stages of the traditional family life cycle constitute the most lucrative segments: a) Domino’s pizza b) Apple ‘s iPods c) ICICI Prudential mutual funds d) TVS Bikes. Tips: Do this assignment in two different locations. Preference should be given where Domino’s pizza and ICICI Prudential is located. Sector 18 Noida and any region of Dehi. All the questionnaire should be same except last four questions. They have to based on the brands mentioned in the question. Group -12 Principle of attitude change suggests that attitudes are easier to change when consumers are less confident in their evaluation of a brand. Pick a product category and ask consumers to rate three of the leading brands on a) an overall basis b) a vocabulary of product attributes. In addition, ask consumers to c) rate their degree of confidence in making judgments about brands in their category and rate the degree to which they think the product is important to them. Present consumers with ads for each of the three brands in a dummy magazine format. Have consumers rate the brand once again on an overall basis and on the vocabulary of product attributes. Do overall brand ratings for these consumers who have less confidence in their brand evaluations shift more than those of consumers who have a greater degree of confidence' Do ratings shift in the direction of the advertised claims' Attitude theory also suggests that those who rate product category as less important are more likely to change attitudes. Do your findings support this' Group-5 Complan and Bourn vita are highlighting various benefits for attracting consumers. Conduct a household survey (50 in three different location) with questionnaire for knowing about the brand used and reason for using it. Tips: Try to extract more on these brands through informal conversation and present the consumer learning. Group -13 Find two print advertisements, one that illustrate the cognitive model of consumer decision making and one that illustrates the emotional model. Show these ads in 4 different area to 20 consumers in each location. Present the learning why the marketers choose these approaches depicted in the advertisements. Tips : Select the product category which is top selling, and average selling. Conduct this survey in organized and unorganized set up. Group -14 Recent Bollywood movies had depicted various brands which are used either in ground of figure form or both. Prepare series of ten close ended questions and survey for 50 consumers. Present the impact of such kind of promotions. Tips: Select a latest movie and do this survey ion those consumers who are coming out from the theatre.