Download GTU (Gujarat Technological University) MBA 2019 Winter 3rd Sem 1539311 Global Perspective On Consumer Behaviour Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (IB) ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: 1539311 Date:02/12/2019
Subject Name: Global Perspective on Consumer Behaviour
Time:10.30 am to 01.30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
4. Support your answers with relevant examples wherever applicable.
Q. No. Question Marks
Q.1 Definitions / terms / explanations / short questions based on concepts of
theory/practical
(a) Consumer behavior
(b) Consumer ethnocentrism
(c) Attitude
(d) Reference group
(e) Self image
(f) Brand personality
(g) Post purchase evaluation
14
Q.2 (a) How can you as a marketer, develop successful online marketing
strategies with insights from understanding consumer behavior?
07
(b) Explain the Howard Sheth model citing a purchase you recently made. 07
OR
(b) How will you search for information about a new mobile phone you
want to purchase? How would you recognize the need for a new mobile
phone?
07
Q.3 (a) Explain the purchase decisions associated with the consumer decision
making process.
07
(b) How does an understanding of consumer perception help a marketer in
formulating pricing and branding decisions?
07
Q.3 (a) Which theories of learning would explain how consumers in India are
learning about global trends, products and brands?
07
(b) What is the implication of the family buying decision model? 07
Q.4 (a) Explain motivation and its implications in understanding the
consumption of foreign brands in apparels.
07
(b) How does consumer behavior adapt to different FLC stages? Explain
with justifiable examples.
07
OR
Q.4 (a) How are consumers adopting to new global cultural trends? 07
(b) How does the study of a foreign country?s consumers? behaviour help a
marketer to formulate market segmentation and positioning strategies?
07
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Page 1 of 2
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (IB) ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: 1539311 Date:02/12/2019
Subject Name: Global Perspective on Consumer Behaviour
Time:10.30 am to 01.30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
4. Support your answers with relevant examples wherever applicable.
Q. No. Question Marks
Q.1 Definitions / terms / explanations / short questions based on concepts of
theory/practical
(a) Consumer behavior
(b) Consumer ethnocentrism
(c) Attitude
(d) Reference group
(e) Self image
(f) Brand personality
(g) Post purchase evaluation
14
Q.2 (a) How can you as a marketer, develop successful online marketing
strategies with insights from understanding consumer behavior?
07
(b) Explain the Howard Sheth model citing a purchase you recently made. 07
OR
(b) How will you search for information about a new mobile phone you
want to purchase? How would you recognize the need for a new mobile
phone?
07
Q.3 (a) Explain the purchase decisions associated with the consumer decision
making process.
07
(b) How does an understanding of consumer perception help a marketer in
formulating pricing and branding decisions?
07
Q.3 (a) Which theories of learning would explain how consumers in India are
learning about global trends, products and brands?
07
(b) What is the implication of the family buying decision model? 07
Q.4 (a) Explain motivation and its implications in understanding the
consumption of foreign brands in apparels.
07
(b) How does consumer behavior adapt to different FLC stages? Explain
with justifiable examples.
07
OR
Q.4 (a) How are consumers adopting to new global cultural trends? 07
(b) How does the study of a foreign country?s consumers? behaviour help a
marketer to formulate market segmentation and positioning strategies?
07
Page 2 of 2
Q.5
Danish, an entrepreneur, is planning to open an Indian fast food
restaurant in Hong Kong. He wants to cash in on the huge population of
busy professionals who usually don?t have the time for a sit-down meal.
They prefer instead to grab a bite on the go. Danish has done his fair
share of research, and found that though fast food restaurants cater to
the need for a quick bite, consumers feel guilty of indulging in what
they thought was ?unhealthy?. Danish conceptualized a place that will
offer a quick bite as a healthy alternative, so consumers would not have
to suffer from guilt. Danish is looking at establishing based on trust
with his customers.
(a) What kind of consumers would be happy with Danish?s concept? 07
(b) What would motivate a consumer to eat at Danish?s restaurant? Identify
the key motives.
07
OR
Q.5 (a) How can Danish create a positive perception and positioning for his
concept?
07
(b)
How can Danish conduct a research to understand consumers? reactions
for his concept?
07
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This post was last modified on 19 February 2020