Question

28. LUSH cosmetic products use of “Charisma” as a product name is an attempt to appeal to what consumer purchasing method?

a. Habitual

b. Attraction

c. Affective

d. Heuristic

e. None of the above

29. “Higher prices generally indicate higher quality”. This is an example of which marketing concept?

a. Bias

b. Observation

c. Market Belief

d. Stimulus Generalization

e. None of the Above

30. Marketers believe that as human beings we have a need to bring our actions and feelings into harmony with each another. This is known as the?

a. Freudian principal

b. Perception principal

c. Consistency principal

d. Conformity principal

e. Cooptational principal

31. Developing a “new” product or service so that it cannot be directly compared to a competitor is an example of what marketing strategy?

a. Balance sectoring

b. Compensatory decision making

c. Consumption motivation

d. Product Categorization

e. None of the Above

32.I made a list of 15 attributes that I wanted a University to have, to help me decide where to go to school. I wanted my choice to be that school that had my “Must Haves” of those attributes. This would be?

a. Evoked set

b. Conjunctive rule

c. Strengthen perceived linkage

d. Internalization

e. None of the above

33.We make purchase decisions to influence what other people think of us. This is an example of?

a. Trait theory

b. Personality

c. Impression management

d. VALS

e. None of the above

Answer 1

• LUSH Cosmetic products use of “Charisma” as a product name is an attempt to appeal to what consumer purchasing method ?

Lush cosmetic company was founded in founded in 1995, Poole (UK) by trichologist Mark Constantine and beauty therapist Liz Weir. It is a ecofriendly company because it is 100% vegetarian, 85% vegan and also they are against animal testing and completely handmade.Most of the products are naked ,it will try to avoid the wasteful packaging and all its products will be coming in post consumer plastic.Lush Cosmetic company is not a brand but an experience that is the company tries to sell an experience to the customers.The consumers will be given a chance to smell ,touch and feel the product.The employees will be showing a theartical experience to customers .

There are different types of Purchasing such as:

HABITUAL

Here the consumers will be having low involvement in purchasing.The consumers will be going to store or mall to buy the product and they won't think more about the product and also they wont be brand loyal to the products they are purchasing.The consumers will be habitual about the product and they are used to buy the products for a very long time

AFFECTIVE

When the consumers are buying the products under risk and uncertainty.Consumers will be in confusion whether they have to purchase the product ,it will be based on emotional or rational based buying

HEURISTIC

Here in this type of buying,the consuers will have to take a very quick and efficient decision in buying of products.

ATTRACTION

Lush cosmetic company was successful because maximum consumers are using Attraction mode of buying or purchasing.The Company will try to attract or appeal the consumers by different methods and Lush Cosmetic company was trying to attract the comsumers by its experience and also the packaging of the product.They were trying to attract the consumers by giving a sample of the product and giving a demonstration.

• “Higher prices generally indicate higher quality”is concept based on Premieum Pricing.The companies will try to speculate a false or fake increase in price of the product and also this will automatially influence competitors to increase the price.The company try to make a illusion about the quality of the product based on the price.the company will try to give a false perception that if the price is higher then quality will be higher.Biased marketing concept is concept where the consumers or company will be making errors in judgement based on the environment or the illusion created by the competitors.Market Observation is an observation dome by thecompanies about the consumers or market in which they are trying to sell or buy the products.They will try to find out the influence customers' buying decisions, values,and their buying habits.Market belief is beliefs which are strongly held by the market regarding the behaviour and attitude of the consumers by direct evaluation and investigation.Stimulus Generalization is a process where the company will generalise its price , packaging or advertising techniques to all its products or particular brand to attract the consumers and extend the goodwill.

• Marketers believe that as human beings we have a need to bring our actions and feelings into harmony with each another is known as Cooptational principal.Here in this strategy the comapny will try to add more members in a group to achieve its objectives or to eliminate any type of resistence from any individuals

• Developing a “new” product or service so that it cannot be directly compared to a competitor is an example of Competative avertising method.It is process where the company try to contrast the products sold by the competitors and also the company will try to bring a differentiated product rather than competitors products.The products cannot be compared with competitors.The main objective of Competative advertising is that the company will describe the attributes or benefits which the competitors are not having in their products.

• I made a list of 15 attributes that I wanted a University to have, to help me decide where to go to school. I wanted my choice to be that school that had my “Must Haves” of those attributes. This would be known as Conjunctive Rule.It is process where the company will establish a minimum attributes for each alternative /brand and if the attributes or alternatives exceeds or is equal to the attributes or brand ,then these attributes or brand can be selected and if it is below the fixed attributes,it will be rejected.

• We make purchase decisions to influence what other people think of us. This is an example of Impression management. In this process the company try to influence the perception of the other people regarding the impression about the product or services.Here the company will try to give a good impression in front of the consumers so that they will be attracted to the products provided by them.Hence if we fail to achieve the good impression then they have to use different strategies or tactics in order to regain its reputation