Consumer Behaviour DEC 2025

Description

Consumer Behaviour

Dec 2025 Examination

 

 

Q1. A start-up is launching a line of eco-friendly travel gear, aiming to attract environmentally conscious and adventurous consumers. The team has identified that their target market includes individuals who are curious, imaginative, and value sustainability, as well as those who are detail-oriented and prefer reliable, high- quality products. The company wants to use the Big Five personality traits model to segment the market and tailor its marketing strategy, but is unsure how to translate these personality insights into actionable campaign elements. Based on the scenario, how should the marketing team apply the Big Five personality traits framework to design a targeted campaign for a new eco-friendly travel gear brand, ensuring the messaging and product features resonate with consumers high in openness and conscientiousness? (10 Marks)

Ans 1.

Introduction

In modern consumer behaviour studies, personality frameworks play a central role in helping businesses understand how individuals make purchase decisions. For a start-up entering the competitive eco-friendly travel gear market, targeting consumers through the lens of personality traits can provide a clear pathway to crafting personalized messages and product features. The Big Five personality traits model—openness, conscientiousness, extraversion, agreeableness, and neuroticism—offers a scientific foundation to segment and influence customer groups. In this case, the primary focus lies on openness, associated with imagination, creativity, and curiosity, and conscientiousness, linked to responsibility, reliability, and discipline. By designing campaign strategies tailored to these traits, the

Its Sample only

Get fully solved assignments now

NMIMS DEC 2025 Complete Assignments Available!

Price: Just ₹150/- per assignment

Last date 16 Oct 2025

Expert Writers – Trusted by 1000+ Students

For unique and plagiarism free  Assignment please contact us

WhatsApp: +91 98973 11990

Mail us- : Assignment247team@gmail.com

Buy cheap assignment help online — Easy, Fast, Reliable!

Our website – https://nmimsassignments.in/

buy-online – https://nmimsassignments.in/buy-online/

 

Q2(A). A global cosmetics company is launching an eco-friendly skincare line targeting environmentally conscious millennials. Market research reveals that this segment has high expectations for sustainability and transparency, and is motivated by both ethical values and personal wellness. However, past greenwashing scandals in the industry have made consumers skeptical of new claims. The marketing team must decide how to craft messages and select channels that will break through selective perception filters and build genuine trust. Critique the role of consumer expectations and motives in shaping selective perception during the launch of a new eco-friendly skincare line. Evaluate how marketers should tailor their communication strategies to align with these psychological factors, and justify which approach would most effectively overcome skepticism and drive adoption. (5 Marks)

Ans 2a.

Introduction

The launch of an eco-friendly skincare line by a global cosmetics company comes at a time when consumer expectations for authenticity, sustainability, and transparency are higher than ever. Millennials, in particular, demand brands that reflect their ethical values while supporting personal wellness. Yet, selective perception plays a key role in shaping how messages are received, as skepticism caused by past greenwashing scandals creates barriers. To succeed, marketers must align communication strategies with psychological

 

 

Q2(B). A global luxury brand is planning to expand its presence in both Western and Asian markets. The marketing team proposes to segment and target consumers based on Maslow’s hierarchy of needs, designing campaigns that appeal to esteem and self- actualization in the West, and to social and safety needs in Asia. However, some executives are concerned that this approach may not fully capture the complexity of consumer motivations, especially given cultural differences and the tendency for needs to overlap. The team must decide whether to proceed with this framework or adapt it. Critically evaluate the decision of a global luxury brand to use Maslow’s hierarchy of needs as the primary framework for segmenting and targeting consumers in both Western and Asian markets. Considering cultural differences and the overlapping nature of consumer motivations, what improvements would you recommend to enhance the effectiveness of their marketing strategy? (5 Marks)

Ans 2b.

Introduction

A global luxury brand planning to expand in both Western and Asian markets faces the challenge of addressing diverse consumer motivations. The marketing team proposes to use Maslow’s hierarchy of needs as the guiding segmentation framework, emphasizing esteem and self-actualization in the West, and social and safety needs in Asia. While the model offers simplicity, executives are concerned it may overlook cultural differences and overlapping motives. Critically evaluating this decision highlights both the usefulness and