December, 2012

MS-61 : CONSUMER BEHAVIOUR

SECTION – A

1. (a) Explain the various roles that different people as individuals can take in the context of consumer buying behaviour, taking the examples of :

(i) Toys

(ii) Car

(b) Discuss the applications of Lifestyle

Marketing giving suitable examples.

2. (a) What is Organisational buying behaviour ? Discuss the major influencing factors on organisational buying.

(b) Why do you need to study consumer attitudes ? What are the inputs you would like to include in your questionnaire if you wanted to measure consumer attitude towards a newly introduced fruit based health drink ?

3. (a) What do you understand by the term 'Culture' ? How does subcultural analysis

help a marketer in the segmentation exercise ? Explain giving suitable examples.

(b) You are a marketing manager of a company manufacturing washing machines. How

will you respond to the post purchase feelings of your customers in order to build and maintain their satisfaction ?

4. Write short notes on any three of the following :

(a) Sensory Thresholds

(b) Motivational Conflicts

(c) Trait Theory of Personality

(d) Family Life Cycle Concept

(e) Howard Sheth Model of Consumer Decision Process.

SECTION – B

5. (a) How does reference group influence vary over product categories ? What type of

reference group influence can you expect for the following products and why ?

(i) Clothing

(ii) Bread

(b) For the above two product categories explain the kind of information search behaviour you can expect from the consumers and why ?