Consumer Behaviour December 2023


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Assignment Sample Solution: Consumer Behavior December2023

NMIM$ Global Access

School for Continuing Education (NGA-SCE)

Course: Consumer Behavior December 2023

Internal Assignment Applicable for December 2023 Examination

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 realize the potential number of 55 million Households the poor will need the highest support and handholding 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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