ASSIGNMENT

Submitted To

Prof. Abu Naser Ahmed Ishtiaque

School of Business
MBA Program: Summer Semester 2021
MKT 541 (Consumer Behavior)
MBA Program
Independent University, Bangladesh
Submitted By

Meskat Hassan Khan

ID - 2022901

Date of Submission: 24-07-2021

Q-1 You are the Executive MBA coordinator of IUB’s Online Education Program. How would
you apply the concepts of providing value and customer satisfaction and retention to
designing and marketing effective online education program?
 As I am the Executive MBA coordinator of IUB’s Online Education Program besides our
university contributed active education facilities over the internet. 

In covid situation education institutions in Bangladesh have been closed down. Now a days in

pandemic situation many universities ensure continual education among the students with
permission of the Ministry of Education has encouraged the teachers to conduct online classes
and apart from this, for the free flow of education the concerned authority has started online
class in distant learning programs for the students of university. Online education has been
mainly focused at higher level of education in the country.
I apply the providing value and customer satisfaction and retention to designing and marketing
effective online education program to students, users, and staff in order to improve knowledge
transfer processes and the overall efficiency of the teaching curriculum. Technology has
emerged as one of the most important factors that can play a crucial role in the knowledge
acquisition process in order to fulfill the academic process's goals.

In pandemic days online teaching learning is the only way of solving academic crisis. I apply
strategic decision in this pandemic situation to deliver best teaching standard and PHD faculties
those contribution and hard work make the student more responsible and make them
socialized in online platform and make available class recording & setup a powerful internet
connection to the class recording because if student fails to connect with class, they can easily
see the High-resolution video recording of class.

Online program coordinators encourage and facilitate communication between students and
faculty members via discussion boards, telephone, social media etc. Doing so allows them to
track student progress toward completion, backer for students in administrative matters, and
intervene when progress is at risk. Students can meet advisors and faculty and get information
before the program begins or throughout various stages of completion. Online classes can
identify and assist underperforming students in the first few weeks and recommend non-
participating students to seek assistance with appropriate support staff. I over conscious about
direct feedback and comments on discussion boards and social media platforms improves
engagement.

Q-2. Select a product and brand that you use frequently and list the benefits you receive
from using it. Without disclosing your list, ask a fellow student/friend/relative (preferably, a
person of the opposite gender) who uses a different brand in this product category to make a
similar list for his or her brand. Compare the two lists and identify the implications for using
benefit segmentation to market the two brands.

I frequently use AXE Body Spray for Men Apollo 1 oz is part of the male grooming range from
AXE. It is a product of Unilever and typically used for male, classy fragrance with an addictive
edge. By using the Body spray the main benefit is found exclusive premium deodorant body
spray will keep my smelling great all day or all night. This Body spray target my body and neck
for a great smelling fragrance that makes me permanent impression. This spray increases my
sweat and odor protection with AXE Antiperspirant Deodorant Stick for men. AXE Body Spray
for men is now known as AXE Daily Fragrance. The same great scents that I know and love, now
with fresh redesigned packaging.

The other person is my friend mostly like to use NIVEA Men Deodorant body spray which is
Nivea product that a German personal care brand that specializes in skin and body-care.
This body spray major benefit is makes him active and keep him long day freshness, carry him
48h Long lasting freshness and contain 150 ml. This body spray benefited him to developed
with ocean extracts and an aqua fresh scent to provide long lasting freshness. The body spray
conveys optimal combination of reliable deodorant protection and Nivea men care complex.
This body spray benefited him by Skin tolerance dermatologically proven and this product skin
compatibility dermatologically approved. The product designed with a special formula enriched
with Ocean Extracts, this deodorant not only appeals to the senses but also keeps body odour
in check for all your daily rigorous tasks.

Q-3. Does your lifestyle differ significantly from your parents’ lifestyle? If so,
how are the two lifestyles different? What factors cause these differences?
Every individual lifestyle differs significantly from parents’ lifestyle. Every generation is different
in many ways from the Parents. The impacts of technological development and globalization
have created a significant generational difference between my generation and that of my
parents. Every generation has its own set of values, objectives, and way of living. I'll clarify
several distinctions that I believe must be made.

There are some factors cause the difference between me and my parents
Age
Age has a stronger influence on parents’ lifestyles than it does on young people. I have a lot of
energy and haven't had a chance to explore the environment yet. As a result, they tend to
explore more than older individuals. Older individuals are less able to explore and experience
than the youth of today. Some of the older people may consider retirement as second chance
to start new adventures and live accordingly. But some older people also get miserable and
take time to adjust to retirement. This perception towards retirement an aging affects their
lifestyle.

Income
Parent’s income considers to utilize the income for the family and they want value and
durability in products, while younger generations prefer style and fashion in products. Parents
prefer the budget plan to charge the money to the family & relative and overthink where the
income will be distributed but young generation prefer value their perception and interest to
used the income amount.
Gender
There some gender discrimination in their lifestyle. Our generation prefer no discriminations to
choose their lifestyle and parents’ generation is consider some barrier to girls not work or they
give them early marriage. In my lifestyle we believe in equality lifestyle and try to respect other
emotion. When it comes to men and women, men used to have more freedom in
communicating with others when compared with the women, who were not even allowed
outside from their homes. In contrast, present generation there is almost no difference
between men and women in contacting their dear ones and talking with people.

Experience
Parents in their generation has gathered learning through their lives and experiences. They
tend to shop more judiciously than the younger generation. Youngsters tend to be more open
and ready to try new products, technology, and ideas than the older generation.

Eating

Parents consider healthy eating habits, prefers routine for meals where I prefer junk food, no
specific routine for meals.

Access to resources
Parents have restricted livelihood resources. They have trouble traveling to remote outlets. This
may encourage them to opt for alternatives for online shopping or order-onphone. For routine
stuff like food, newspaper, etc., they shop online. But internet shopping is skeptical. But due to
comfort, countless choices, and simple return policies, the younger individuals prefer online
shopping. Thus, due to variables such as age, earnings, family structure or resources, there is a
big distinction in the elderly and younger generation lifestyle.

Technology

Parents does not have interest in exploring new technology products. Communication amongst
individuals, the parents used to have a lot of trouble reaching their loved ones. People of today,
on the other hand, are habituated to communicating with one another practically instantly. For
example, when young people wish to contact friends who reside in distant countries, they
usually prefer their mobile phones. The present generation is more familiar with the modern
technology than my parents´ generation. The advancement of technology has emphasized the
differences between generations and can be considered the main reason for these changes. For
instance, we can send an email, buy things or check the bank account from our house. It saves
money and time.

Q-4. Find three advertisements that appeal to the needs for power, affiliation,
and achievement and discuss their effectiveness.
Need for Power
Power needs are related to an individual's need to take control over his or her surroundings,
both animate and inanimate.
Product Name: Speed Energy Drink
Tagline: “Hebby Energy”

People are depending on power to control everything he/she wants. People try to fulfill their
desire by having a power to achieve his/her goal. So, for an example we are introducing a
national brand “Speed” energy drink’s Ad. Three individuals are attempting to reach the top of
a bamboo in this advertisement. This is their ambition to make it to the top including its
bamboo, so they drank the speed and gained unlimited power to use it, but they are unable to
reach the peak despite their efforts from day to night. Consequently, we can see that the
company used its influence to attract customers in this advertisement.
Need for achievement
Individuals who view their achievements as a goal in itself are said to have achievement needs.
The need for achievement is the desire for personal accomplishment and is strongly connected
to egoistic and self-actualization needs.
Product name: NIKE
Tagline: Make Every Yard Count

Nike’s advertisement is Make every yard count campaign which watching every yard cricketer
which promotes, Nike has a strong connection to the need for achievement. The motivation in
this advertisement shows that achieving, accomplishing and making it count is expected to be
attained when using or owning Nike’s product. Since individuals grow and want to be like
respective role models, celebrity endorsement reinforces the message as an "achievement
desire."
Need for Affiliation
Affiliation is strongly influenced by the desire for friendship, for acceptance and for the
belonging. Advertisements for personal care products often suggest that use of the advertised
product will improve the user’s social life thus fulfilling the need for affiliation.

Product name: Nokia

Tagline: Connecting people
In this Nokia advertisement, it is demonstrated that even if you are far away from the people
you care about, Nokia can link you and help to strengthen or deepen your connection with
them. In this Nokia commercial, a man misses the bus, is unable to reach his destination, and is
unable to be with his loved ones. The Nokia keypad phone with front camera enabled the user
to communicate with his loved it via video chat and experience the same environment. This
advertisement demonstrates how emotions are linked with connection. Although this individual
missed his bus and was unable to be with his loved ones, he was able to enjoy the same
environment through video chat using Nokia.

5. How do your clothing preferences differ from those of your friends? What personality traits
might explain why your preferences are different from those of other people?
People's personalities are changing gradually by their preferences, habits, tastes, and behavior.
Personality is an individual ’s basic characteristic that leads and reflects how people react to
their surroundings. Personality shapes life styles, which are in turn influenced by social and
cultural factors that drive people to be who they are, live their lives, and buy the services and
products they do.

I am comparing my clothing preference from those of my friends, it is clear that I like more
branded and trendy clothing. My clothing preferences differ from my friend’s perspective as we
have certainly a unique way of life, a distinct personality, and a diverse mindset. I always prefer
comfortable clothes but making sure that I’d look presentable and clean. I am more of being
practical in choosing what I wear. I like clothes that not only reflect my taste and preferences,
but also come at a lower price.

Clothing completely reflects who you are. Two people's personalities are very distinct from one
another. Personality is a unique blend of elements, and no two people are precisely same. It is
conceivable for two or more people to be similar in nature in terms of one or two traits, but it is
not conceivable for two people to have the same mix of features.

My friend usually wears similar attire but they prefer casual cloth like jeans-shirt and garments
shirt. They wear light-colored clothes. For casual attire, a pair of jeans or short pants and
a shirt for men.

My personality test findings of natural leadership and charisma correlate with my choice for
more costly, branded clothing to ensure that I stand out and make a positive impression. These
personality differences more explain why my preferences may differ from others.

My clothing preference is different from my friend because of personalities trait formed.

Dogmatism product are more comfortable to my friend choice because he used to wear most
innovate product and mostly prefers Need for Uniqueness because he search for unique
clothing product. He is highly considering the unfamiliar or opposing beliefs and innovative
products to established ones and tend to be more receptive to messages that stress factual
differences, product benefits, and other forms of product-usage information.

I likely to choose established product innovations and tend to be more receptive to ads for new
products or services that contain an appeal from an authoritative figure. I highly adopt need for
uniqueness for new products and brands quicker than others. I prefer creative products that
counter conformity and are outside group norms, and avoid similarity reflected in buying
mainstream products.

My friend clothing preference desire need for cognition that he likely to be responsive to the
part of an advertisement that is rich in product-related information of description. He is
responsive to cool colors and attracted to the background or peripheral aspects of an ad. He
spends more time on print content and have much stronger brand recall. Need for cognition
seems to play a role in an individual’s use of the Internet.

Overall, trait theory and consumer sensitivity to interpersonal influence emphasize the
relationship between clothing preferences and personality, as indicated by my personality test,
where my selections differ from those of my friends and others. As a result, a person's clothing
preferences are strongly linked to their personality.

6. Define different defense mechanisms and cite examples from your experiences.
Defense Mechanisms are employed to manage stress or resolve conflict by modifying or
adjusting one's behavior. The basic application of a defense mechanism is a standard change
mechanism. However, the application of these defense mechanisms might occasionally conflict
with making the proper option.
Similarly, it is recognized as a mental mechanism, and in response to the anxious demands of
the id, superego, and reality, the ego has developed a number of defense mechanisms to cope
with feelings of anxiety. Although we may apply these defenses deliberately, in many situations
they arise automatically and distort reality. While all defense mechanisms have the potential to
cause serious harm, they may also be adaptive and enable us to operate properly. When
defensive mechanisms are abused in order to avoid dealing with difficulties, the most problems
occur.
Sigmund Freud's daughter, Anna Freud described ten different defense mechanisms used by
the ego. Follow the type of defense mechanism described by psychologists.
Aggression
Aggression is an aggressive mechanism in which an individual keeps up an aggressive behavior
that obviously will not solve the conflict and try to protect self-esteems. For example, a child
who gets scolded by his parents doesn't revolution against the parent, rather stays silent and
just refuses to stays food finally become tired while the parent in tum gets worried and scared.
This is an aggression defense mechanism.
Displacement
Displacement is an aggressive mechanism in which an individual directs his/her anger toward
someone who is not the source of the conflict and also transfer of negative emotions from one
person or thing to an unrelated person or thing. For example, a mother may yell at her child
because she is angry with her husband.
Rationalization
Rationalization is a defense mechanism that involves rationalizing or rationally justifying an
unacceptable behavior or feeling while denying the real causes for the behavior. For example, a
student might blame a poor exam score on the instructor rather than his or her lack of
preparation.
Regression
Regression is occurring when opposed by stressful events, people sometimes abandon coping
strategies and revert to patterns of behavior used earlier in development. For example, A wife
refuses to drive a car even though it causes the family much disorganization. A result of her
refusal is that her husband has to take her everywhere.
Withdrawal
Withdrawal is occurred when an individual suspects that he likely to be criticized, disgraced on
account of some prior unfortunate experiences or failure, he resorts to withdrawal. It is a
protective device by which the individual prevents future hurt and damage to his security by
withdrawal from people and avoiding al close interpersonal relation. For example- My close
friend who has received a low grade on semester final starts to shout on the faculties over a
trivial misunderstanding.
Projection

Projection is a defense mechanism that involves taking our own unacceptable qualities or
feelings and ascribing them to other people. For example, if you have a strong dislike for
someone, you might instead believe that he or she does not like you.

Daydreaming

Running away from problems through daydreaming or fantasizing. daydreaming, or fantasizing,

allows an individual to achieve imagined satisfaction of unsatisfied desires. For example, A
student who is cut formal sports team fantasizes about making the Olympics.

Identification
Identification is defense mechanism where a person tries to adopt the qualities of someone
that is admired. For Example – University student want to be like a famous person so they begin
to dress and act like that person.

Repression

Repression acts to retain information out of conscious awareness. However, these memories
don't just disappear, they remain to influence our behavior. For example, a school boy who has
repressed memories of abuse suffered as a child may later have difficulty forming relationships.