NMIMS Consumer behaviour Solved Assignment December 2024

NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Consumer Behaviour
Internal Assignment Applicable for December 2024 Examination
Assignment Marks: 30
Instructions:
 All Questions are compulsory
 Marks for each question are specified in brackets
 All answers to be explained in not more than 750 words for question 1 and for question 2 &3 in not more than 400 words for each subsection. Use relevant examples, illustrations as far as possible.
 All answers to be written individually. Discussion and group work is not advisable.
 Students are free to refer to any books/reference material/website/internet for attempting their assignments, but are not allowed to copy the matter as it is from the source of reference.
 Students should write the assignment in their own words. Copying of assignments from other students is not allowed.
 Students should follow the following parameter for answering the assignment questions.
Q1. A study in 2021 by People Research on India’s Consumer Economy (PRICE) in partnership with the National Payments Corporation of India on Digital Payments has estimated that around 61% of Indian households will be doing digital payments by 2025 if the enabling environment
for that is created. The break-up of the households across 3 broad income groups viz. Rich, Middle Class and Poor for digital payments is as under:
Class
No. of Households in Millions expected to do Digital Payments by 2025
% Share
Rich
36.0
23.6%
Middle Class
61.0
40.2%
Poor
55.0
36.2%
Total
152.0
100.0%
It is obvious that the Poor Class is going to be much bigger in Digital Payments compared to the Rich and almost similar in share compared to the Middle Class, though their average ticket size is going to be smaller. It is also clear that in order the realise the potential number of 55 million Households the poor will need the highest support and hand-holding
From a consumer buying perspective what are the things think the Government Authorities along with banks and financial institutions do to enable a faster adoption of Digital Payments across the poorer and economically backward sections of the society. (10 Marks)
Q2. Age has 2 broad categories – chronological age and Subjective Age which is different from chronological age. Subjective Age has 4 dimensions. Analyse how the 4 dimensions of Age will impact the purchase choices for consumers buying cosmetics and ready-to-wear clothes. (10 marks)
Q3. Answer the following
a) A company in USA has developed a Gluten Meter which is device that measure the gluten content in the food a consumer wants to consume. Gluten is a group of proteins found in wheat, barley, rye, and their derivatives. It’s what gives dough its elasticity and helps baked goods maintain their shape. While gluten is responsible for the desirable texture of many baked products, it can aggravate diabetes and obesity. Since India has the highest number of diabetics in the world this American wants to understand the attitude of people towards Gluten and Gluten Meters. How will they be able to understand the attitude of the consumer to this.
(5 Marks)
b) How will you use hemispheric laterization to influence consumers to buy a particular brand of a lifestyle home theatre system like Bose. (5 Marks)
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