CONSUMER BEHAVIOUR

(December 2014 to January 2015)

Q1. What are the behavioral science fields from which consumer behavior some of the theories and
concepts? Draw a diagram of the basic model of consumer behavior and briefly explain the same.

Q2. What is meant by the term "consumer involvement"? What are the types of consumer involvement?
Give examples.

Q3. It has been said that "one picture is worth a thousand words ". Relate this adage to the capabilities of
pictures versus word memory .What are the implications for advertisers?

Q4. Compare and contrast the concepts of personality and psychographics. Illustrate with suitable example.

Q5. What is meant by self-concept? What are the various types of self-Concept? Explain with suitable
examples.

Q6. Why should researchers attempt to identify the importance of product attributes to consumers? What
are the factors that tend to influence attribute importance? Give examples.

Q7. Explain the term "subculture "and "social class ". How are subcultures different from demographic
variables? Illustrate.

Q8. Write short notes on any two of the following:-

(a) Classical conditioning
(b) Motivation and consumer behavior
(c) Diffusion of innovation
(d) Online consumer behavior
(e) Reference groups influence on consumer behavior.
 CONSUMER BEHAVIOUR
(December 2014)

Q1. Attempt any four of the following:-

(a) Why should marketers study post purchase consumer behavior?
(b) Briefly explain the role of involvement in consumer decision making.
(c) Apply Herzberg two factor theory of motivation to marketing.
(d) What is meant by psychographic segmentation? Give examples of 3 brands using the segmentation
base.
(e) Briefly explain the Theory of Reasoned action using example related to consumer behavior.
(f) How does consumption behavior change with stage in the Family Life Cycle?
(g) Explain any two types of qualitative research methods.

Q2. Consumer behavior is a complex, dynamic and difficult to protect and yet marketers must invest in
consumer behavior research. Discuss.

Q3. Describe the various types of Decision Rules that consumers may use to choose between various brands.
Use the example of laptop purchase to illustrate your answer.

Q4. Describe strategies that advertisers can use to break through the clutter to get consumer attention. Give
two examples of advertisers who have succeeded and explain why.

Q5. Describe how the Rokeach Classification of Values can be used by marketers for positioning and
advertising brands. Give three suitable examples.

Q6. Explain the factors used to identify social class and discuss the marketing applications of social class
information about consumers.

Q7. Explain what is meant by diffusion of innovation and draw a profile of the various types of adopter
categories.

Q8. Write short notes on any two:-

(a) Classical conditioning and consumer learning
(b) Characteristics of culture
(c) Trends in online shopping in India.
 CONSUMER BEHAVIOUR
(November-December 2017)

Q1. What is consumer behavior? Explain the scope and relevance of CB studies in the field of marketing.

Q2. (a) What are the stages involved in consumer buying process? Explain them in brief.
(b) Based on level of involvement of a consumer in a purchase, what can be different types of Buying
Behavior? Explain them with suitable examples.

Q3. What do you understand by consumer perception? Explain the factors leading to the formation of
consumer perception? Discuss with the role of just noticeable difference (JND)

Q4. (a) What are different theories which explain the formation of Consumer Attitudes? Explain them
briefly.
(b) Can the attitudes once form, be changed also? Explain the strategies which may be used for attitude
change for the marketer of a camera.

Q5 (a) What is Family life cycle? What's stages are involved? How do they influence consumer buying?
(b) What is the role of family influences on consumer buying? Explain the role of husband, wife and
children in purchase by family.

Q6. "It's not only culture, but also sub culture which influence the consumer behavior" explain the
statement, specially in context of Indian Market.

Q7. Explain the Innovation-Diffusion model by identifying different set of consumers involved in the
different stages how this model may be of help to marketers of newly introduced products like Dishwashers?
Explain.

Q8. Write notes on any two:-

(a) Characteristics of Online Consumer Behavior.
(b) Role of lifestyles in marketing.
(c) Recent trends in Consumer Behavior Research.
 CONSUMER BEHAVIOUR
(November-December 2018)

Q1. What is the need for the marketers to study consumer behavior? How does an organizational buying
behavior different from an individual buyer?

Q2. (a) Identify and discuss the factors that influence the amount of search performed by consumers in
a typical decision making process.
(b) What is meant by each of the following Universal set, awareness set, inert set and inept set?
Explain using examples.

Q3. What is the need to study Consumer Perception and Consumer Imagery? How is perception measured
in consumers? Explain any one method in detail.

Q4. What are the important theories of Personality? Compare and contrast two important points which one
is most relevant in the present context?

Q5. (a) Define Culture? Elaborate on the impact of culture on consumer behavior.
(b) Discuss the importance of understanding Sub Cultures in the Indian context.

Q6. What are the types of reference groups? Why does a consumer look up towards a consumer group? List
the factors that affect the influence of a reference group.

Q7. Explain the concept and stages of diffusion of innovation. How is it relevant for a multinational
company which has recently entered the India Market?

Q8. Explain the following (any two):-

(a) Consumer satisfaction measurement.
(b) Relationship between consumer behavior and public policy.
(c) Benefits and perils of Online Shopping in India.