MBA (AKTU) - Third Semester Examination

MODEL QUESTION PAPER I

Consumer Behaviour

Time: 3 Hours Max. Marks: 70

Section-A
Compulsory (110=10)

Ques 1 a) State the difference between customer and consumer.

Ques 1 b) Give the types of post-internet consumer behaviour.
Ques 1 c) Highlight the nature of self concept.
Ques 1 d) Explain consumer attitude.
Ques 1 e) What are reference groups?
Ques 1 f) What do you mean by sub-culture?
Ques 1 g) What is problem recognition?
Ques 1 h) Explain consumer choice modelling.
Ques 1 i) Discuss the concept of customer loyalty.
Ques 1 j) Explain organisational consumer behaviour.

Section-B
Note: Attempt any Four: (410=40)

Ques 2) Discuss how technological changes affect consumer behaviour. Discuss the relation between media and
consumer behaviour.

Ques 3) Explain the aspects of personality. Describe the impact of personality on consumer behaviour.

Ques 4) Give the applications of lifestyle marketing. Discuss the influence of lifestyle on purchasing decision.

Ques 5) Discuss the types of reference groups. State the effect of reference groups on product and brand
purchase.

Ques 6) Enumerate the process of opinion leadership. Briefly explain the role of opinion leaders in consumer
behaviour.

Ques 7) Explain Engel-Blackwell-Miniard model of consumer decision-making.

Ques 8) Write a note on product use and non-use. Give approaches to reducing post purchase dissonance.

Section-C (210=20)

Case Study:
Akshay Menon, head of SRIs Dallas operations, was reviewing proposals from three companies for a new
scanner. The company had recently been awarded a contract to scan and electronically store the paper files of a
large state government agency, and Menon knew he would have to add three to five new scanners. The contract
called for the agency to begin shipping files in a week; Menon had to make a decision today.

Margie Cabellero, the production manager, had obtained three proposals at Menons request, one for five
moderate-speed scanners, one for three high-speed scanners, and one for three moderate-speed scanners and one
high-speed scanner. She was pushing for five scanners, because she felt that more scanners meant greater
protection in case one broke down. She also believed she had greater flexibility in assigning work if there were
more scanners. Currently, her group operated twelve paper scanners, two microfiche scanners, and a microfilm
scanner 24 hours per day.
George Whitaker, the chief financial officer, wanted Menon to buy three high-speed scanners. Whitaker thought
that the higher cost would be offset by hiring fewer operators, and besides, the company was more likely to
have trouble hiring and retaining operators than keeping the machines working. Further, when Whitaker
factored in service costs, the higher-speed scanners were cheaper to operate. He recommended to Akshay that
he buy the high-speed scanners and run only one shift on the new equipment for now.

Gloria Sigel, human resources manager, agreed that the local employment market made hiring more difficult.
She really did not care what was bought; she just knew that it was tough to hire new employees. She also told
Menon the current operators thought that the high-speed scanners were too unreliable and that paper jams had
to be cleared too often. Since their pay was tied to productivity, they did not like working the high-speed
scanners.

Menon wondered what he should do.

Questions:
a) List the roles that each person plays in the buying centre. Can you identify where Menon is in making a
decision, and what he should do next? Other than Menon, who is most important and why?
b) Identify sources of risk for each member of the buying centre. What are they risking? How important does
that risk seem to be? How would you reduce that risk if you were a scanner salesperson?
c) Assume you market scanners, and this situation is pretty typical of what you find. How would this
information influence your marketing activities? Be as specific as possible.
 MBA (AKTU) - Third Semester Examination
MODEL QUESTION PAPER II
Consumer Behaviour

Time: 3 Hours Max. Marks: 70

Section-A
Compulsory (110=10)

Ques 1 a) Define consumer behaviour.

Ques 1 b) What are the technical issues in online consumer behaviour?
Ques 1 c) What do you mean by lifestyle?
Ques 1 d) Give the purpose of selective perception.
Ques 1 e) Who are opinion leaders?
Ques 1 f) Describe the meaning of cross-culture.
Ques 1 g) Describe information search patterns.
Ques 1 h) Give the marketing implications of purchase processes.
Ques 1 i) Explain customer dissatisfaction.
Ques 1 j) Discuss consumer complaint behaviour.

Section-B
Note: Attempt any Four: (410=40)

Ques 2) Describe the applications of consumer behaviour knowledge in marketing. Also explain consumer
behaviour in contemporary environment.

Ques 3) Describe the classical conditioning theory. Discuss the requirements for utilising this theory. Also give
its applications to consumer behaviour.

Ques 4) Discuss FLC. Give its marketing implications.

Ques 5) Discuss the socio-economic classes for urban market. Also give the socio-economic profile of Indian
consumers.

Ques 6) State the factors affecting culture. Give applications of cultural learning and rituals in consumer
behaviour.

Ques 7) Give the marketing strategies based in information search patterns. Discuss the process of evaluating
alternatives.

Ques 8) Explain the nature and objectives of organisational buying behaviour. Describe organisational buying
situations.

Section-C (210=20)

Case Study:
Consider the following product categories:
i) DVD players
ii) Fast-food restaurants and
iii) Shampoo
a) Write down the brands that constitute your evoked set.
b) Identify brands that are not part of your evoked set.
c) Discuss how the brands included in your evoked set differ from those that are not included in terms of
important attributes.