Roll No. ......................

Total No. of Questions : 13] [Total No. of Pages : 02

J-3745[S-1609] [2037]
MBA (Semester -3rd/4th)
CONSUMER BEHAVIOUR (MBA - 504)

Time : 03 Hours Maximum Marks : 75

Instruction to Candidates:
1) Section - A is compulsory.
2) Attempt any Nine questions from Section - B.

Section - A
(15 x 2 = 30)
Q1)
a) What is brand loyalty?
b) How is consumer behaviour related to the formulation of marketing
strategy?
c) List some of the individual determinants of consumer behaviour.
d) What is group dynamics?
e) What do you mean by diffusion of innovation?
f) Mention two functions of culture in consumer behaviour.
g) Discuss the importance of motivation in consumer behaviour.
h) What are the stages in adoption process?
i) Explain consumer learning process.
j) What is meant by consumer attitude?
k) How is market segmentation related to marketing?
l) Discuss the situational factors in buying.
m) Define cognitive dissonance.
n) How is personality important in consumer behaviour?
o) What is motivational research?

P.T.O.
 Section - B
(9 x 5 = 45)
Q2) Discuss in brief consumer purchase (decision) process.

Q3) What is reference group? Discuss its implications in marketing.

Q4) Describe the Tricomponent attitude model in detail.

Q5) How culture is differentiated from sub-culture. Also discuss the importance
of sub-culture in market segmentation.

Q6) Discuss the problems in studying consumer behaviour.

Q7) Discuss the role of motivation in consumer behaviour.

Q8) Elaborate Howard-Sheth model of consumer behaviour.

Q9) Explain the concept of personality and its significance for a marketer.

Q10) Explain the scope of study of the consumer behaviour.

Q11) Explain how consumer choice is influenced by an opinion leader.

Q12) Illustrate consumer as a perceiver and learner.

Q13) Discuss attitudinal and behavioral measures of brand loyalty.

!!!!

J-3745[S-1609] -2-