NIILM CMS CONSUMER BEHAVIOUR

ASSIGNMENT#
BURLINGTON AND THEE UPF CLOTHING MARKET

SUBMITTED BY:ANURAG KUMAR JHA 2011022 SECTION A

Ans-1) MOTIVES Emotional Rational Rational APPROACH/AVOIDANCE Approach Avoidance Avoidance

Parents of young children Young outdoor enthusiasts Individuals who work outdoor

For a parent of young children buying UPF clothing works as an emotional motive because they are very caring and protective about their wards health, but for young outdoor enthusiasts and individuals who work outdoor are rational motives because they understand how dangerous UV rays are for skin and can cause cancer.

Ans-2) Basically, all the three groups will be engaged in cognitive learning for the process as they are using their brains and rationalizing about the importance of their health.

Ans-3) Here , lifestyle of Americans is discussed where they have been portrayed to be outgoing and fun loving and spend most of their times in outdoor sports and fitness activities, and now they are looking for some kind of protection. They can use some kind of rational methods. So, due to these factors the use of UPF would increase.

ANS-4) Appeals like: To be beautiful Way to show care To avoid cancer To be fit

Ans-5) Product is a part of consumers self- defining process and consumers are likely to select a brand that is in congruence with their personality. For mothers we will consider here, ideal self image concept because they would ideally want their children to be fit and remain healthy. For young age people the social self image concept would be that they would like to look beautiful. For outdoore people to look fit and healthy.