Section B || Group 7 || H19062, H19083, H19106, H19112, H19116

Marketing Management Discussion Questions

Q2(c) The motive behind wanting to purchase a laptop would be to eliminate the pain point of tiredness, ie, written
assignments. It is to simplify the process of completing group projects and other submissions. The next step would be
to gather information regarding the different laptops, their specifications, prices, brands which offer discount and the
compatibility of each laptop. The information can be gathered either by asking our friends, visiting retail outlets or
browsing the internet. Eg, MAC air, HP’s latest model and Dell’s latest model may be our alternatives. When we need
to evaluate the alternatives, we need to take into account our requirements and budget. Here our requirements are that
it needs to have the latest software, it needs to be light weight, it needs to be a Windows system, etc. As a student, our
budget may be Rs 40,000. After taking all our criteria into account, we need to weigh each of the alternatives with
respect to the criteria. After a detailed evaluation, we may decide to choose the HP laptop as it is the most suitable. In
addition to selecting which laptop, we also select where we should purchase it from, retail shops or online retailing
agents. This is the process of selecting our alternative. After this we purchase the product by either placing an order or
picking it up from a store. After a couple of weeks, we reflect on our purchase to see if it helped solve the pain point by
simplifying and aiding in project submissions. If it is a positive reflection, we can continue with the laptop, else we can
seek to exchange or return it.
Q2(d) The motive of buying a washing machine is to reduce the time taken to wash clothes. It also increases the
efficiency by reducing efforts. The pain point we face is a lack of time. Once we recognize this motive, we can identify
brands which sell washing machines and what all we will require to install a washing machine. For example, Whirlpool,
LG, Samsung. We will require a water source such as a pipe and electricity to run the machine. We will also gather
information on whether a washing machine will solve our problem or not. Once we have gathered all the information,
we can evaluate all the alternatives based on criteria such as budget, capacity requirement, space available to install the
machine and the functions in the machine. After a detailed analysis, we may decide to purchase a Whirlpool washing
machine as they provide after sales service as well and a warranty period which is suitable for us. We will identify where
to purchase the product from and check the possibility of installation and demonstration by the seller. After this we
proceed to purchasing the actual product. After a month, we can reflect on how the product has eased our pain and
how the product works as such. If there are any issues, we can call for after sales service to get it rectified.
Q2(e) The motive behind a householder receiving refuse collection services from the local council (paid for indirectly
through local council) is to keep his/her surroundings clean not only for herself/himself but from a public health
perspective as well. The pain point is the lack of time to go a designated place to dispose of waste. Use of refuse
collection services saves householders’ time. For the next step of information gathering, we will need to know about
the contractors providing the service, apart the local council. This information can be gathered through local ads, radio,
newspaper, internet etc. Once we have gathered the information, we will have to evaluate the options which will be
based on the cost of the tender that will be paid by each contractor and the range of services provided. We will also need
to keep in mind any other rules and regulations that would have to be followed and see to it that no blacklisted contractor
is listed. We also will have to evaluate their previous performances/delays/promptness for selection. After this we will
purchase the services by accepting the tender of a contractor based on our evaluation of cost and services provided.
After a quarter/at the end of the tender period we should reflect on how the service has been delivered to various
households in the locality. In case of any lapse in service provided, we can change the contractor keeping in mind the
terms and conditions of the contract.
Q3. The consumer motivation to pursue following behaviours using Theory of Planned Behaviour:
Attitude towards the Subjective Norm Perceived Behavioural
behaviour Control
(a) Taking admission in Will act as a career change Enhances reputation of the Whether the candidate has
2-year PG program @ or a way to progress faster person and family; will the financial means to fund
XLRI in career. It will also lead to better lifestyle the course or perceives that
increase the financial after taking education loan
status 2 years down the line would he/she would be
able to repay the loan
(b) Buying a mobile Will avoid money spent on Enhances social status The person has the money
phone repairs on the exiting and means to buy a new
phone, new phone will phone of their choice
make the person more
efficient as it offers more
features
 Section B || Group 7 || H19062, H19083, H19106, H19112, H19116

(c) any unusual / Stand out from the crowd, Uncommon behaviour The person thinks they can
uncommon student's sends the message of seen as out-of-the-box or behave however they want,
behaviour in the campus trendsetter or rebel unique personality or the or wants to assert that no
person thinks no one one can dictate them what
notices or no one cares to do
(d) vacation trip of 2-4
days during a college
break