1. A well-known international fitness company, PlanetFit, is planning to set up gyms and yoga
studios across India. Describe how PlanetFit can apply demographics and psychographics
to plan its segmentation strategy. Which demographic and psychographic segments should
PlanetFit target and why?
2. What are the steps in the consumer decision-making journey? Describe your decision-
making journey for the following products:
a. Sugar
b. Men’s aftershave lotion
c. Smartphone
3. a) What are reference groups? List and discuss 2 groups that influence your purchases.
3. b) Explain Maslow’s hierarchy of needs. Develop an ad campaign for Running shows,
appealing to the self-esteem need level.
University: NMIMS Year: 2015