MS-061: Consumer Behaviour last 3 yrs paper
June, 2021
Section-A
- (a) Briefly explain the various elements of external environment that influence consumer behaviour.
(b) Discuss the applications of lifestyle marketing giving suitable examples.
- (a) With the help of examples explain the various organisational buying situations.
(b) Discuss the relevance of studying the sensory system in marketing of goods and services.
- Take the example of purchase of any consumer durable by your family. Explain the decision process with the help of Howard Sheth Model.
- Write short notes on any three of the following:
(a) Theories of post-purchase evaluation
(b) Motivational conflicts
(c) The constituents of consumer attitude
(d) Marketing applications of understanding consumer learning
(e) The theory of self concept
- (a) Explain the different roles played by different family members in making buying decision by taking the example of following products:
(i) T. V.
(ii) Cooking Oil(b) Define culture and sub-culture. Taking any product of your choice explain how subcultural analysis can be used for market segmentation.
Section-B
February, 2021
Section-A
- (a) What do you understand by the term ‘consumer behaviour’? Discuss the applications of consumer behaviour in designing the marketing mix.
(b) Explain the AIO Inventories method for studying lifestyle, giving suitable examples.
- (a) What is organisational buying behaviour? Explain its characteristics.
(b) You are the marketing manager of a company that sells washing machines. How will you respond to the post-purchase feelings of your customers?
- (a) Explain the term ‘information processing’ and discuss its marketing implications.
(b) Define culture and subculture. How does subcultural analysis help a marketer in the segmentation exercise?
- Write short notes on any three of the following:
(a) Stages in the perceptual process
(b) Maslow’s hierarchy of needs
(c) The functions of consumer attitude
(d) Theories of learning
(e) Trait theory of personality
- (a) What is a reference group? Name two reference groups that are important to you. In what ways do they influence you in your purchasing behaviour? Discuss taking example of any product of your choice.
(b) Briefly explain the family life cycle concept. Which stage(s) of the family life cycle would be an attractive segment for the following products and why?
(i) Life insurance policy
(ii) Fast food restaurants
(iii) Luxury products
Section-B
June, 2020
Section-A
- a) Compare and contrast the buying behaviour of final ‘ consumers and organizational buyers. In what ways are they most similar and in what ways are they most different?
(b) What do you understand by the term `Reference Groups’? How do reference groups influence how we behave? Discuss giving suitable examples.
- (a) Why are marketers concerned about customer attitudes? Discuss with the help of suitable examples.
(b) What is meant by Consumer Perception? Explain the stages in the perceptual process.
- (a) Explain the ‘Trait Theory of Personality’. What are its limitations?
(b) Define culture and subculture. How is the study of cultural values relevant to a marketer?
- Write short notes on any three of the following:
(a) Applications of consumer behaviour in marketing
(b) Maslow’s Hierarchy of Needs
(c) Classical Conditioning
(d) Theories of post-purchase evaluation
(e) Nicosia’s model of consumer decision process
- (a) In designing the advertising for a soft drink, which would you find more helpful: information about consumer demographics or about consumer lifestyles? Give examples of how you would use each type of information.
Briefly explain the concept of ‘Family Life Cycle’. Which stage of the family life cycle could constitute a lucrative segment for the following? Give reasons for your answer:
(i) Home Appliances
(ii) Fashion Clothing
(iii) Luxury Vacation
Section-B
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