Name : Senthil Kumar ePGP 03 080 Subject: Consumer Behaviour Quiz - 1 Ritual : A ritual is a set of actions, performed mainly

ly for their symbolic value. It may be prescribed by the traditions of a community, including by a religious community Ritual Artifacts : People perform rituals to create a sense of order or meaning in their lives. Just as a religious ritual artifact. This might be used to express and enforce an individual's religious beliefs, a social ritual artifact can express and enforce the social beliefs that permeate and organize the secular world. Example fireworks display during Diwali. Grooming rituals : Male (Men 2.0) consumers still exist. Although some marketers insist that gender is irrelevant, others confirm that men respond to marketing messages in unique and specific ways. No matter how much society has changed, it goes against common sense and our own personal experiences to suggest that male and female consumers are becoming as one. If that were the case, the marketers of cars wouldn't be so terrified of giving their vehicles feminine traits. One example is the two wheelers segment. Both men and women customers liked it very much due to its low height, ample storage space and load carrying capacity Honda Activa is the most sought after scooter in India. Thanks to Honda which did all to make it a family two-wheeler. Its stylish looking and comfortability is major contributors to its success. Major changes are made in the cosmetic in New Honda Activa The idea of gender neutrality is perhaps more relevant in the context of younger consumers. Young men are as different from their elders as they ever werebut they would look utterly alien to previous generations. Today's young Western male is more likely to experiment with the signifiers of gender, and even with his own sexuality. Certainly, he is far more likely to have gay friends and to share certain attitudes and preferences with them. It seems to me that the consumption habits of men become more interesting when they reach their mid twenties. During that time, they are busy constructing their adult identities, bolting on various brands that they will be reluctant to change in the years to come. Happily for marketers, the brands that men prefer display certain collective attributes. They care more about aesthetics than they would like to admit, but mere surface flash is not enough. They look for the telling detail that shows them that the designer of this objectbe it a shirt, a shaver, or a seat on a planehas understood their needs, and gone the extra mile to satisfy them. Men are loyal consumersand brands should be careful not to offend them. They like to be treated with deference and respect. Health clubs are getting there. The retailers of men's clothingapart from a handful of tailors and luxury brandsstill have a long way to go. It's worth remembering that a lot of men are preoccupied by status. No doubt due to their natural competitiveness, they like to use brands to show off. Whether it's an item

of clothing, a car, a mobile phone, a watch or a newspaper, men find satisfaction in the symbols of success. And yet they feel the need to be discreet. They like everything they do to look effortless, without fuss. The concept of 'cool'of maintaining a composed, aloof distanceis essentially masculine. It's also why men like buying stuff online: Internet retail for men is a highly promising area. Mens are musicians, too. In fact music is an important part of their lives - particularly for those under 40. They don't read many novels, it seems - but they're addicted to newspapers, especially the sports pages. Oh yes, the stereotype is accuratethey adore sport. According to ESPN, 94 per cent of men aged 18 to 34 consider themselves sports fans. Gift-giving rituals : Its about cementing a relationship When it comes to the rituals of gift giving, India is still a very special place. To the Indian, the act of giving gifts is the basic way of communicating friendship, respect and appreciation. Gift giving is deeply rooted in the Indian culture, dating back more than 400 years when the seasonal gift-giving customs during religious festivals such as Diwali across India and Pongal in South Part of India espcially in Tamil Nadu. The idea of gift giving that arose at that time was closely tied to the marriage occations and then extended to occasions such as Birthday, Mothers day, Teacher day, Friendship day and Valentine day etc. Gifts were generally exchanged among family members and close relatives. This gradually extended to a greater social circle as well as business contacts. Today, we assume the average Indian household buys gifts several times a year, spending more than Rs.200 each time. However high value gifts were presented during marriage occasions till last decade are coming down as younger generations in India are no longer fanatical on that. Many have become more casual about the whole giftgiving scene and rituals. Many younger Indians to rethink the cost, frequency and importance of costly gift exchanges like gold ornaments. It could because of the recession in the Indian economy and increased exposure to Western styles. The average number of gifts bought and their cost has actually decreased nowadays in India. Life style gifts are in heavy demands when customized for each occasions. Example : Birth day gifts that customized for each year. Holiday Rituals Holiday rituals are a work in progress in India. It's natural for stress out by spending time with family and stay away far from work. Keep in mind that your overall goal is to enjoy the experience so that family members want to spend time together. Example Singapore. Singapore's attractions are primarily man-made and include: a number of zoos and wildlife parks the waterfront area of Clarke Quay, with its leisure, theatre and shopping developments

the Suntec conference and exhibition centre the beach resort of Sentosa Island, which includes a number of Asian-style theme parks the Esplanade Centre for the performing arts, epitomizing Singapore's drive to become a cultural destination.

Singapore is one of the most prosperous and stable countries in Asia, despite being a group of small islands lacking natural resources. It owes its importance to its strategic location on the shipping routes linking the Indian and Pacific oceans, which have made the city one of the world's largest seaports as well as the gateway to South-East Asia. The people are culturally diverse, with a Chinese majority, but united by the English language. It has imposed a degree of social discipline. As a result, Singapore is less plagued by squalor, car-dominated traffic and crime than most other urban societies throughout the world, It give a glimpse of instant Asia.