Download GTU (Gujarat Technological University) MBA 2019 Winter 3rd Sem 4539211 Consumer Behavior Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: 4539211 Date:03/12/2019
Subject Name: Consumer Behavior
Time: 10.30 am to 01.30pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
Marks
Q.1 1. Define the societal marketing concept with one example.
2. Differentiate between inept set and inert set.
3. What is the difference between need for uniqueness and need for cognition?
4. Define AMBUSH MAREKTING with one example.
5. What are the ways to reduce Post-Purchase Dissonance?
6. What is Neuromarketing?
7. Explain the steps of THREE-HIT Theory.
14
Q.2 (a) What is consumer decision making model? 07
(b) Which concept of consumer perception is applied in this logo? Explain in detail.
07
OR
(b) To which core value does this Advertisement appeal?
07
Q.3 (a) Explain the concept of Information Processing. 07
(b) Thinking of your daily routines, identify one routine that you consider a ritual.
Describe how marketer can position his product / service that can be used to
complete your ritual.
07
OR
Q.3 (a) Explain the Tri-Component Attitude (TRA) Model. 07
(b) As a marketing consultant, you are instructed by IMAGICA THEME PARK to
design a study investigating how families make vacation decisions. Among the
07
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: 4539211 Date:03/12/2019
Subject Name: Consumer Behavior
Time: 10.30 am to 01.30pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
Marks
Q.1 1. Define the societal marketing concept with one example.
2. Differentiate between inept set and inert set.
3. What is the difference between need for uniqueness and need for cognition?
4. Define AMBUSH MAREKTING with one example.
5. What are the ways to reduce Post-Purchase Dissonance?
6. What is Neuromarketing?
7. Explain the steps of THREE-HIT Theory.
14
Q.2 (a) What is consumer decision making model? 07
(b) Which concept of consumer perception is applied in this logo? Explain in detail.
07
OR
(b) To which core value does this Advertisement appeal?
07
Q.3 (a) Explain the concept of Information Processing. 07
(b) Thinking of your daily routines, identify one routine that you consider a ritual.
Describe how marketer can position his product / service that can be used to
complete your ritual.
07
OR
Q.3 (a) Explain the Tri-Component Attitude (TRA) Model. 07
(b) As a marketing consultant, you are instructed by IMAGICA THEME PARK to
design a study investigating how families make vacation decisions. Among the
07
Page 2 of 3
family members, whom would you interview? What kind of questions would you
ask? How would you assess the relative power of each family member in making
vacation-related decisions?
Q.4 (a) What is consumerism? What the features of consumerism? 07
(b) A school wants to promote ROTI-SUBJI as healthy, nutritious school tiffin snack.
How can cultural learning be used in promoting this healthy food option to school
children?
07
OR
Q.4 (a) Discuss: Howard Sheth Model of Consumer Behavior 07
(b) How can Apple use its knowledge of customers? expectations in designing a
marketing strategy for a new iPad?
07
Q.5
Online Education in India ? An Attitude Problem?
Ben Wildavsky a senior fellow in research and policy at Ewing Marion Kauffman
Foundation reflects on the notion why US online course provisions are often viewed
as offering opportunities for learners from across the world to take advantage of
Western educational resources. India?s National Programme on Technology
Enhanced Learning (NPTEL), a home-grown effort to meet the country?s urgent
need to improve both the quality and the reach of engineering education. The
development of NPTEL over the past decade was driven by a combination of three
identifiable factors:
1. Huge demand for engineering education.
2. A scarcity of places in the famed Indian Institutes of Technology (IITs),
which admit only about 3 percent of applicants; and
3. Deep concerns about the abilities of the 4,00,000 or so engineers India
produces each year.
Walsh reportedly quotes a 2005 report by the McKinsey Global Institute, that only
one in four (i.e.25 percent) engineers in India ?would be suitable ? to work for
multinational companies.? Founded and headed by a renowned educationist, IIT ?
Madras director M.S.Ananth, the NPTEL initiative aims to give free, high-quality
web and video course materials from seven IITs (as well as the Indian Institute of
Science) to students and faculty at engineering and science colleges outside the IIT
system. There is a selfish motive for the IITs, to be sure ? trying to create a pipeline
of better-trained candidates for their graduate programmes ? but leaders of the
project also have much bigger aspirations. According to Ananth, ?The broad aim of
the NPTEL project is to facilitate the competitiveness of Indian industry in the global
markets.? There are now more than 250 courses available, with around 1,000
envisioned as the programme expands enormously in its next phase.
Unlocking the Gates reports that while the ?vast majority? of NPTEL?s users come
from within Indian environment, the next largest group is from the US ? evidence
that the global reach of online offerings need not only go from West to East. But the
project?s central aim of making the best curriculum available to Indians on a mass
basis has not yet been realized. Reliable usage levels are not available, but traffic to
the programme?s Web site has thus far been less expected. This might be partly
because of poor marketing ? there are no staff dedicated to this activity, which is not
necessarily the central strength of the professors who lead the initiative. Still a
second round of government funding in March 2009 had
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: 4539211 Date:03/12/2019
Subject Name: Consumer Behavior
Time: 10.30 am to 01.30pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
Marks
Q.1 1. Define the societal marketing concept with one example.
2. Differentiate between inept set and inert set.
3. What is the difference between need for uniqueness and need for cognition?
4. Define AMBUSH MAREKTING with one example.
5. What are the ways to reduce Post-Purchase Dissonance?
6. What is Neuromarketing?
7. Explain the steps of THREE-HIT Theory.
14
Q.2 (a) What is consumer decision making model? 07
(b) Which concept of consumer perception is applied in this logo? Explain in detail.
07
OR
(b) To which core value does this Advertisement appeal?
07
Q.3 (a) Explain the concept of Information Processing. 07
(b) Thinking of your daily routines, identify one routine that you consider a ritual.
Describe how marketer can position his product / service that can be used to
complete your ritual.
07
OR
Q.3 (a) Explain the Tri-Component Attitude (TRA) Model. 07
(b) As a marketing consultant, you are instructed by IMAGICA THEME PARK to
design a study investigating how families make vacation decisions. Among the
07
Page 2 of 3
family members, whom would you interview? What kind of questions would you
ask? How would you assess the relative power of each family member in making
vacation-related decisions?
Q.4 (a) What is consumerism? What the features of consumerism? 07
(b) A school wants to promote ROTI-SUBJI as healthy, nutritious school tiffin snack.
How can cultural learning be used in promoting this healthy food option to school
children?
07
OR
Q.4 (a) Discuss: Howard Sheth Model of Consumer Behavior 07
(b) How can Apple use its knowledge of customers? expectations in designing a
marketing strategy for a new iPad?
07
Q.5
Online Education in India ? An Attitude Problem?
Ben Wildavsky a senior fellow in research and policy at Ewing Marion Kauffman
Foundation reflects on the notion why US online course provisions are often viewed
as offering opportunities for learners from across the world to take advantage of
Western educational resources. India?s National Programme on Technology
Enhanced Learning (NPTEL), a home-grown effort to meet the country?s urgent
need to improve both the quality and the reach of engineering education. The
development of NPTEL over the past decade was driven by a combination of three
identifiable factors:
1. Huge demand for engineering education.
2. A scarcity of places in the famed Indian Institutes of Technology (IITs),
which admit only about 3 percent of applicants; and
3. Deep concerns about the abilities of the 4,00,000 or so engineers India
produces each year.
Walsh reportedly quotes a 2005 report by the McKinsey Global Institute, that only
one in four (i.e.25 percent) engineers in India ?would be suitable ? to work for
multinational companies.? Founded and headed by a renowned educationist, IIT ?
Madras director M.S.Ananth, the NPTEL initiative aims to give free, high-quality
web and video course materials from seven IITs (as well as the Indian Institute of
Science) to students and faculty at engineering and science colleges outside the IIT
system. There is a selfish motive for the IITs, to be sure ? trying to create a pipeline
of better-trained candidates for their graduate programmes ? but leaders of the
project also have much bigger aspirations. According to Ananth, ?The broad aim of
the NPTEL project is to facilitate the competitiveness of Indian industry in the global
markets.? There are now more than 250 courses available, with around 1,000
envisioned as the programme expands enormously in its next phase.
Unlocking the Gates reports that while the ?vast majority? of NPTEL?s users come
from within Indian environment, the next largest group is from the US ? evidence
that the global reach of online offerings need not only go from West to East. But the
project?s central aim of making the best curriculum available to Indians on a mass
basis has not yet been realized. Reliable usage levels are not available, but traffic to
the programme?s Web site has thus far been less expected. This might be partly
because of poor marketing ? there are no staff dedicated to this activity, which is not
necessarily the central strength of the professors who lead the initiative. Still a
second round of government funding in March 2009 had
Page 3 of 3
the programme participants interviewed by Walsh optimistic that NPTEL will be
sustained and expanded, possibly with eventual support from the Indian business
community. Like their US counterparts, however, IITs have been reluctant to offer
course credits or degrees through the programme for the fear of compromising
academic quality. That is an understandable concern-after all, elite universities?
gatekeeper function is a core part of their valued brands. ?Our entrance is very tight,
we don?t want to just give a certificate or degree to anybody?- according to one IIT
who serves as an NPTEL programme organizer.
But since the book was completed, the Times of India recently reported that project
coordinators have announced plans to offer ?the equivalent of a degree or a diploma
to students enrolled in the virtual university.? Wildavsky, however, doubts that this
will take place through a simple or smooth process, but if NPTEL?s architects
succeed, offering greatly expanded opportunities to earn real-world credentials
seems like a logical next step, one that could fulfil the promise of online delivery to
bring top-quality, credit-bearing university classes to scale.
Q-1 To what extent would you agree with the contention of Indian Institute of
Technology (IITs) that online degrees may compromise academic quality?
07
Q-2 Argue for OR against the contention that ?US online course provisions are offering
opportunities for learners from across the world to take advantage of without
earning degrees!?
07
OR
Q-1 How can student?s attitude towards online degrees/education be changed and/or
reinforced?
07
Q-2 ?Cognitive, Affective and Conative?: Select any one or more than one component
of attitude and explain how these components can be used to influence/change the
attitude of India Students towards online learning.
07
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This post was last modified on 19 February 2020