K.S.

SCHOOL OF ENGINEERING AND MANAGEMENT, BANGALORE - 560109

DEPARTMENT OF MANAGEMENT STUDIES
2 SESSIONAL TEST QUESTION PAPER 2019 – 20 ODD SEMESTER
SET-A

USN

Degree : MBA Semester : III

Batch : 2018 -2020 Date : /10/2019
Course Title : Consumer Behaviour Course Code : 18MBAMM301
Duration : 90 Minutes Max Marks : 50

Note: Answer ONE full question from each part and Part C is compulsory

Q. K Level CO
Question Marks
No. mapping
PART-A
Define consumer ethnocentrism and consumer materialism. K1
1(a) 3 CO3
(Remembering)
As a Indian consumer, discuss the different ways for arousal of K2
(b) motives with relevant examples. 7 (Understanding) CO3

Based on your own past experience & observation, identify the

(c) various types of perceived risk that influence on purchase. 10 K3 CO3
(Applying)
OR
Enumerate the concept of self image. 3 K1 CO3
2(a)
(Remembering)
Explain briefly Neo-Freudian and Trait theory. K2
(b) 7 CO3
(Understanding)
Anil wants to purchase refrigerator in Pai store, determine the
(c) various Psychological motives of Mc Guire’s that motivates to 10 K3 CO3
purchase the product. (Applying)

PART-B
K1
3(a) What do you mean by Attitude? List out the nature of attitude. 3 CO4
(Remembering)
Explain the Classical Conditioning Pavlovian model and K2
(b) 7 CO4
Elaboration Likelihood Model. (Understanding)
As a marketer in consumer goods, identify the Tri-component K3
(c) 10 (Applying)
CO4
that influence consumer attitude in market for sales.
OR
K1
4(a) Write a note on Instrumental conditioning. 3 CO4
(Remembering)
Explain briefly the models of attitude and marketing K2
(b) 7 (Understanding)
CO4
implications.
 Determine the various elements of consumer learning that K3
(c) 10 CO4
influence on an individual’s lifestyle. (Applying)
PART-C
Case Study:
Harley was the world's leading designer and manufacturer of
5 heavyweight motorcycles with over a 50% market share in US.
Harley bikes were known for their distinctive design and heavy
customization. By adopting a focused differentiation strategy,
the company was able to command a premium for its products. K3
10 (Applying)
The problems faced by the company which include plummeting CO4
sales due to the global economic recession and the changing
demographics of its purchasers. To manage through the
recession and expand the strength of the Harley-Davidson
brand, the company launched a long-term business strategy
called "Delivering Results through Focus" in October 2009.
The objectives of this focus strategy and how it improved
productivity and profitability through continuous improvement
in manufacturing, product development, and business
operations. As part of the strategy, Harley transformed its
operations to become more flexible and customer led. It
focused on shortening product development lead times,
implemented flexible manufacturing, and expanded globally.
Questions
1. Select the strategies that the company might adopt in the
future to enhance profitability and productivity.
2. Identify the objectives of focus strategy to improve the
profitability.

FACULTY HOD -MBA PRINCIPAL