Download PTU I. K. Gujral Punjab Technical University (IKGPTU) MBA (Master of Business Administration) 2020 December 3rd Sem 76894 Consumer Behaviour Previous Question Paper
Roll No.
Total No. of Pages : 02
Total No. of Questions : 17
MBA (2018 Batch) (Sem.?3)
CONSUMER BEHAVIOUR
Subject Code : MBA 921-18
M.Code : 76894
Time : 3 Hrs. Max. Marks : 60
INST RUCT IONS T O CANDIDAT ES :
1 .
SECT ION-A c ontains EIGHT questio ns carrying TWO marks each an d s tudents
has to attempt ALL que stions.
2 .
SECT ION-B c ons ists of FOUR Subsections : Units-I, II, III & IV. Ea ch Subsection
con tains TWO ques tions each carrying EIGHT marks each and stude nt has to
attemp t any ONE qu estio n from e ach Sub section.
3 .
SECT ION-C is COMPUL SORY and co nsists of ONE Case Stud y carrying TWEL VE
marks.
SECTION-A
Write briefly :
1)
Define consumer Behaviour.
2)
Outline concept of materialistic consumption.
3)
What do you mean by product personality?
4)
What is cognitive-dissonance?
5)
Outline meaning of family life cycle.
6)
What do you mean by sub-culture?
7)
Outline the profile of consumer innovators.
8)
What is meant by diffusion of innovation?
SECTION-B
UNIT-I
9)
Highlight scope and importance of consumer behaviour, with illustrations.
10) Outline various bases of market segmentation, with illustrations. Highlight purposes of
undertaking market segmentation.
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UNIT-II
11) a) Highlight various motives which drive a customer, with appropriate illustrations.
b) Write a note on consumer perception.
12) How are attitudes formed? Outline underlying theories, with illustrations.
UNIT-III
13) What are features of reference groups? Elaborate the role of reference groups, with
examples.
14) Outline characteristics of culture. Highlight influence of culture on consumer behavior,
with appropriate illustrations.
UNIT-IV
15) Explain Howard Sheath Model of Consumer Behaviour, with examples.
16) Highlight concept of opinion leadership and its role in consumer decision making
SECTION-C
17) Read the case study and answer the questions based on it :
A globally recognized telecommunications company marketing state of the art
telecommunications equipment plans to expand its businesses in India. The company is
currently in the process of developing a new generation type of mobile phones. However,
investment to develop the technology and market the product is substantial.
As part of the development process, the company is eager to find out more about
potential customers for this product. In particular, they are interested in finding out how
customers will respond to this concept. The company has hired you as a consultant due to
your expertise in the area of consumer behaviour.
Questions :
a) What are various bases of market segmentation you would propose to segment Indian
telecommunication consumer market? Elaborate.
b) Critically examine the steps you would recommend in the diffusion of innovation of
the new telecommunication equipment, with illustrations.
NOTE : Disclosure of Identity by writing Mobile No. or Making of passing request on any
page of Answer Sheet will lead to UMC against the Student.
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This post was last modified on 14 February 2021