Cognitive, Affective, Conative/behavioral

Q.1Take any product of your choice (suggested example: wrist watches) and explain the possible segments of market that could exist.

Answer:

Product Taken: Jeans Pants.

For selling Jeans pant we have to find the possible segments of market that colud exist ,we have to follow the Bases for market segmentation.They are as such.

Geographical Segmentation.

Here we have to find out the following things.

a)Region of the country:East,West,North,South,Cenral,Costal,Hilly.

Today wearing Jeans pants is common in the whole world .India is also rapidly going towards westernisation.Here out of 10 India every 6 Indian wear Jeans.

b)City size:Metropolitan,Small Cities,Rural.

In metro cities sale of Jeans is maximum .People of small cities also wear jeans but they buy as per their budget.Rural towns people wear Jeans but there the ratio is different ie. 10:2 people.

Demograhic Variables:

a)Age:Age is a very crucial factor to be taken in to consideration.Here people belonging to the following age group like to wear Jeans.Teen agers (13-19),Adolescents(16-19),Youth(20-35),Middle age (36-50) .Inthis both the gender Male and Female class have the same buying habits. Especially femails are very found of Jeans and designer jeans belonging to the age group of 16-35.

b)Income class:Every class of income group like to wear western outfit and Jeans is one among them.A high income group persons is very fond of buying branded items.Were as a middle income class will buy but as per his budget,and in the case of lower income class they don't have brand loyalty but things which they can easily buy . That is the reason why small scale garment factories came in to exsistance.Eg Jeans factory in Ulhasnagar 5 nos and 2nos. Where you will find designer jeans ,low quality jeans for low income group ,ladies jeans etc.

Pshycological Variable:

The psychographic profile of a consumer segment can be thought of as a composite of consumer activities ,interests and opinion(AIO's).This can be largely found in the college going students and also office working class.

If we take these factors in to consideration and start a business of Jeans the success is there.The better scope to start Jeans business is in metro places because people have money to spend and they prefer branded goods.Area like Dadar,Thane,Parel,Bandra,Andheri here many factory outlets have been opened buy the companies it self, so that the dealer share is not there and consumer can get the price benefits .

Q 2. With a diagram explain Maslow's Hierarchy of Needs and its relevance to understanding Consumer Behavior?

Answer:

Maslow's hierarchy of needs

An interpretation of Maslow's hierarchy of needs, represented as a pyramid with the more basic needs at the bottom.

Maslow's hierarchy of needs is a theory in psychology, proposed by Abraham Maslow in his 1943 paper A Theory of Human Motivation, which he subsequently extended to include his observations of humans' innate curiosity.

Maslow studied what he called exemplary people such as Albert Einstein, Jane Addams, Eleanor Roosevelt, and Frederick Douglass rather than mentally ill or neurotic people, writing that "the study of crippled, stunted, immature, and unhealthy specimens can yield only a cripple psychology and a cripple philosophy. Maslow also studied the healthiest one percent of the college student population. In his book, The Farther Reaches of Human Nature, Maslow writes, "By ordinary standards of this kind of laboratory research... this simply was not research at all. My generalizations grew out of my selection of certain kinds of people. Obviously, other judges are needed."

Content

• 1 Representations

• 2 Deficiency needs

o 2.1 Physiological needs

o 2.2 Safety needs

o 2.3 Social needs

o 2.4