it was seconds ag9 + BIUA co E D - E E E = 1E E- E- E E X Consumer Behaviour Course Code: MKT 344 Semester: Spring 2021 Final Assignment (To BE ATTENDED BY ALL STUDENTS) Name: ID: Roll: Sec: Faculty ATU_ Date: TOTAL MARKS - 50 Time - 72 hours Marks obtained: (This space is for faculty's usage. Do not write here.) Answer ALL the questions "AYS Corporation' is an italian established multinational conglomerate that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories, among other useful goods and occasionally home services. The company is well known for its modern designs for various types of appliances and furniture, and its interior design work is often associated with an eco-friendly simplicity. In addition, the firm is known for its attention to cost control, operational details, and continuous product development They are currently operational in 10 countries mostly in Europe and North America. Recently. they have opened a store in Mumbai, India and it has been extremely successful there. As there is a successful entry to the South Asian market, AYS decides to open one of their stores in Dhaka, Bangladesh and start operation in 2022. a) Cross-cultural analysis is very difficult for many reasons. Make a chart of 5 differences in cultures between the two countries, Italy and Bangladesh respectively. Provide with 5 examples of the basic issues that the company must consider when planning this cross-cultural business initiative. (10) b) Explain what ideally should be their global marketing strategy in terms of 1. Communication strategy
it was seconds ag9 + BIUA co E D - E E E = 1E E- E- E E X Consumer Behaviour Course Code: MKT 344 Semester: Spring 2021 Final Assignment (To BE ATTENDED BY ALL STUDENTS) Name: ID: Roll: Sec: Faculty ATU_ Date: TOTAL MARKS - 50 Time - 72 hours Marks obtained: (This space is for faculty's usage. Do not write here.) Answer ALL the questions "AYS Corporation' is an italian established multinational conglomerate that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories, among other useful goods and occasionally home services. The company is well known for its modern designs for various types of appliances and furniture, and its interior design work is often associated with an eco-friendly simplicity. In addition, the firm is known for its attention to cost control, operational details, and continuous product development They are currently operational in 10 countries mostly in Europe and North America. Recently. they have opened a store in Mumbai, India and it has been extremely successful there. As there is a successful entry to the South Asian market, AYS decides to open one of their stores in Dhaka, Bangladesh and start operation in 2022. a) Cross-cultural analysis is very difficult for many reasons. Make a chart of 5 differences in cultures between the two countries, Italy and Bangladesh respectively. Provide with 5 examples of the basic issues that the company must consider when planning this cross-cultural business initiative. (10) b) Explain what ideally should be their global marketing strategy in terms of 1. Communication strategy
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Author:WINSTON, Wayne L.
Publisher:WINSTON, Wayne L.
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a) Cross-cultural analysis is very difficult for many reasons. Make a chart of 5 differences in cultures between the two countries, Italy and Bangladesh respectively. Provide with 5 examples of the basic issues that the company must consider when planning this cross-cultural business initiative.
![Consumer Behaviour - Final Assignment Spring 2021 * D O
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4 I 5
Consumer Behaviour
Answer ALL the questions
Consumer Behaviour
Course Code: MKT 344
Semester: Spring 2021
Final Assignment
(To BE ATTENDED BY ALL STUDENTS)
Name:
ID:
Roll:
Sec:
Faculty
ATU
Date:
TOTAL MARKS - 50
Time – 72 hours
Marks obtained:
(This space is for faculty's usage. Do not write here.)
Answer ALL the questions
'AYS Corporation' is an Italian established multinational conglomerate that designs and sells
ready-to-assemble furniture, kitchen appliances and home accessories, among other useful
goods and occasionally home services.
Answer ALL the questions
10
The
company is well known for its modern designs for various types of appliances and furniture,
and its interior design work is often associated with an eco-friendly simplicity. In addition, the
firm is known for its attention to cost control, operational details, and continuous product
development.
They are currently operational in 10 countries mostly in Europe and North America. Recently,
they have opened a store In Mumbai, India and it has been extremely successful there. As there
is a successful entry to the South Asian market, AYS decides to open one of their stores in
- Answer ALL the questions
Dhaka, Bangladesh and start operation in 2022.
1.
a) Cross-cultural analysis is very difficult for many reasons. Make a chart of 5 differences in cultures
between the two countries, Italy and Bangladesh respectively. Provide with 5 examples of the
basic issues that the company must consider when planning this cross-cultural business
initiative. (10)
b) Explain what ideally should be their global marketing strategy in terms of
i. Communication strategy
ii. Product Strategy (4)
c) Consumers will differ in their perceived image of a product based on the country of origin (Co).
Will the country-of-origin effect be positive or negative in this case? Explain your answer with
examples. (5)
2.
Answer ALL the questions
a) Perceptual interpretation occurs because consumers have unique motives, interests, and
experiences. How people interpret often reveals a lot about themselves. In the above scenario
mentioned, describe in your own words the perceived 'first impression' of the brand that
Bangladeshi consumers will be interpreting. (3)
b) Consumers perceive the quality of a product by intrinsic and extrinsic cues. Explain with
examples relating to the mentioned products of AYS corporation, what might be the scenario in
both the cases for Bangladeshi consumers. (5)
c) Describe 4 different types of perceived risks for Bangladeshi consumers associated with the
purchase of products from AYS corporations. Elaborate each of them with examples. (8)
3. As the company starts its operation in the Bangladeshi market, many consumers pass through
different stages before and while making the decision to purchase or not purchase a new
product. Your cousin who is fond of modern furniture and considers himself as a potential
customer for the company.
a) What are these five stages in the adoption process that he goes through? What happens
in each of them considering the given case? Provide examples for each step. (10) b) Carry
out a secondary research on the demographic characteristics of the Bangladeshi consumers
who are more likely to be the innovators for the products of AYS corporations. (5)](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F1736e19e-c2d3-48a6-8cf8-cdb86ce94f47%2F7cb83619-48b9-439b-9d52-03221b3a2c34%2F112ylh8_processed.png&w=3840&q=75)
Transcribed Image Text:Consumer Behaviour - Final Assignment Spring 2021 * D O
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A, P
Normal text
U A
E = = E 1E
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100%
Arial
20
4 I 5
Consumer Behaviour
Answer ALL the questions
Consumer Behaviour
Course Code: MKT 344
Semester: Spring 2021
Final Assignment
(To BE ATTENDED BY ALL STUDENTS)
Name:
ID:
Roll:
Sec:
Faculty
ATU
Date:
TOTAL MARKS - 50
Time – 72 hours
Marks obtained:
(This space is for faculty's usage. Do not write here.)
Answer ALL the questions
'AYS Corporation' is an Italian established multinational conglomerate that designs and sells
ready-to-assemble furniture, kitchen appliances and home accessories, among other useful
goods and occasionally home services.
Answer ALL the questions
10
The
company is well known for its modern designs for various types of appliances and furniture,
and its interior design work is often associated with an eco-friendly simplicity. In addition, the
firm is known for its attention to cost control, operational details, and continuous product
development.
They are currently operational in 10 countries mostly in Europe and North America. Recently,
they have opened a store In Mumbai, India and it has been extremely successful there. As there
is a successful entry to the South Asian market, AYS decides to open one of their stores in
- Answer ALL the questions
Dhaka, Bangladesh and start operation in 2022.
1.
a) Cross-cultural analysis is very difficult for many reasons. Make a chart of 5 differences in cultures
between the two countries, Italy and Bangladesh respectively. Provide with 5 examples of the
basic issues that the company must consider when planning this cross-cultural business
initiative. (10)
b) Explain what ideally should be their global marketing strategy in terms of
i. Communication strategy
ii. Product Strategy (4)
c) Consumers will differ in their perceived image of a product based on the country of origin (Co).
Will the country-of-origin effect be positive or negative in this case? Explain your answer with
examples. (5)
2.
Answer ALL the questions
a) Perceptual interpretation occurs because consumers have unique motives, interests, and
experiences. How people interpret often reveals a lot about themselves. In the above scenario
mentioned, describe in your own words the perceived 'first impression' of the brand that
Bangladeshi consumers will be interpreting. (3)
b) Consumers perceive the quality of a product by intrinsic and extrinsic cues. Explain with
examples relating to the mentioned products of AYS corporation, what might be the scenario in
both the cases for Bangladeshi consumers. (5)
c) Describe 4 different types of perceived risks for Bangladeshi consumers associated with the
purchase of products from AYS corporations. Elaborate each of them with examples. (8)
3. As the company starts its operation in the Bangladeshi market, many consumers pass through
different stages before and while making the decision to purchase or not purchase a new
product. Your cousin who is fond of modern furniture and considers himself as a potential
customer for the company.
a) What are these five stages in the adoption process that he goes through? What happens
in each of them considering the given case? Provide examples for each step. (10) b) Carry
out a secondary research on the demographic characteristics of the Bangladeshi consumers
who are more likely to be the innovators for the products of AYS corporations. (5)
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