Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2018 Winter 3rs Sem 2830101 Consumer Behaviour Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2018
Subject Code: 2830101 Date:07/12/2018
Subject Name: 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.
Q.
No.
Question Text and Option 6
Q.1
(a)
Social class group which earns through exceptional ability is best classified as:
1.
A. Upper middles B. Working class
C. Lower uppers D. Upper uppers
2.
Person's own living or interacting and acting pattern is classified as:
A. Lifestyle B. Personality
C. Self-Concept D Social Class
3.
Tendency to which results of innovation are communicated to others is classified as:
A. Relative Advantage B. Divisibility
C. Communicability D. Compatibility
4.
Customers keeping such information that supports their attitudes towards brand is
classified as:
A. Selective Attention B. Selective Distortion
C. Selective Retention D. All of the above
5.
Well-known brand 'Apple' is related to brand personality trait of
A. Ruggedness B. Competence
C. Sophistication D. Excitement
6.
Needs of customers are triggered by
A. Internal Stimuli B. External Stimuli
C. Both a & b D. None of the above
Q.1 (b) Explain the following terms:
1. Symbolic Group
2. Co-branding
3. Absolute threshold
4. Mass Marketing
04
Q.1 (c) Explain concept of Market segmentation.
04
Q.2 (a) Compare and contrast the four views of consumers? decision making. 07
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Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2018
Subject Code: 2830101 Date:07/12/2018
Subject Name: 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.
Q.
No.
Question Text and Option 6
Q.1
(a)
Social class group which earns through exceptional ability is best classified as:
1.
A. Upper middles B. Working class
C. Lower uppers D. Upper uppers
2.
Person's own living or interacting and acting pattern is classified as:
A. Lifestyle B. Personality
C. Self-Concept D Social Class
3.
Tendency to which results of innovation are communicated to others is classified as:
A. Relative Advantage B. Divisibility
C. Communicability D. Compatibility
4.
Customers keeping such information that supports their attitudes towards brand is
classified as:
A. Selective Attention B. Selective Distortion
C. Selective Retention D. All of the above
5.
Well-known brand 'Apple' is related to brand personality trait of
A. Ruggedness B. Competence
C. Sophistication D. Excitement
6.
Needs of customers are triggered by
A. Internal Stimuli B. External Stimuli
C. Both a & b D. None of the above
Q.1 (b) Explain the following terms:
1. Symbolic Group
2. Co-branding
3. Absolute threshold
4. Mass Marketing
04
Q.1 (c) Explain concept of Market segmentation.
04
Q.2 (a) Compare and contrast the four views of consumers? decision making. 07
2
(b) Prepare a questionnaire to measure the consumer attitude towards Vodafone. 07
OR
(b) An Innovation- Smart Watch have started gaining popularity. Which are the
factors that would influence the adoption of Smart Watches?
07
Q.3 (a) Explain how the Maslow?s theory of motivation can help marketers plan their
communication strategies.
07
(b) Define culture. Explain the different characteristics of culture with examples,
for consumer behaviour.
07
OR
Q.3 (a) Define consumer behaviour. Why is the study of consumer behaviour important
for marketers?
07
(b) What is opinion leadership? What are the characteristics of an opinion leader? 07
Q.4 (a) Explain briefly the Freudian Theory of Personality. 07
(b) You are the marketing manager of Citibank?s Online Banking Division. How
would you apply the concepts of providing value and customer satisfaction and
retention to designing and marketing effective online banking?
07
OR
Q.4 (a) Explain Classical Conditioning theory of learning and its application in
marketing.
07
(b) Specify both innate and acquired needs that would be useful bases for
developing promotional strategies for:
a. Global Positioning Systems
b. Harley-Davidson Motorcycles
07
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Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2018
Subject Code: 2830101 Date:07/12/2018
Subject Name: 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.
Q.
No.
Question Text and Option 6
Q.1
(a)
Social class group which earns through exceptional ability is best classified as:
1.
A. Upper middles B. Working class
C. Lower uppers D. Upper uppers
2.
Person's own living or interacting and acting pattern is classified as:
A. Lifestyle B. Personality
C. Self-Concept D Social Class
3.
Tendency to which results of innovation are communicated to others is classified as:
A. Relative Advantage B. Divisibility
C. Communicability D. Compatibility
4.
Customers keeping such information that supports their attitudes towards brand is
classified as:
A. Selective Attention B. Selective Distortion
C. Selective Retention D. All of the above
5.
Well-known brand 'Apple' is related to brand personality trait of
A. Ruggedness B. Competence
C. Sophistication D. Excitement
6.
Needs of customers are triggered by
A. Internal Stimuli B. External Stimuli
C. Both a & b D. None of the above
Q.1 (b) Explain the following terms:
1. Symbolic Group
2. Co-branding
3. Absolute threshold
4. Mass Marketing
04
Q.1 (c) Explain concept of Market segmentation.
04
Q.2 (a) Compare and contrast the four views of consumers? decision making. 07
2
(b) Prepare a questionnaire to measure the consumer attitude towards Vodafone. 07
OR
(b) An Innovation- Smart Watch have started gaining popularity. Which are the
factors that would influence the adoption of Smart Watches?
07
Q.3 (a) Explain how the Maslow?s theory of motivation can help marketers plan their
communication strategies.
07
(b) Define culture. Explain the different characteristics of culture with examples,
for consumer behaviour.
07
OR
Q.3 (a) Define consumer behaviour. Why is the study of consumer behaviour important
for marketers?
07
(b) What is opinion leadership? What are the characteristics of an opinion leader? 07
Q.4 (a) Explain briefly the Freudian Theory of Personality. 07
(b) You are the marketing manager of Citibank?s Online Banking Division. How
would you apply the concepts of providing value and customer satisfaction and
retention to designing and marketing effective online banking?
07
OR
Q.4 (a) Explain Classical Conditioning theory of learning and its application in
marketing.
07
(b) Specify both innate and acquired needs that would be useful bases for
developing promotional strategies for:
a. Global Positioning Systems
b. Harley-Davidson Motorcycles
07
3
Q.5 If you live in Hong Kong, there is a new way that you can keep tabs on your
children and their Nanny while you?re out of the house. New World Mobility, a
cellular telephone provider in that city, has a new service for working parents.
Home Care Mobile Viewing Service allows the subscriber to view real-time
video through a cell phone. A high-speed Internet connection links a home
computer?s Webcam to a cell phone that is capable of showing video clips of
footage of the home?s interior space. Over 75% of Hong Kong?s population
have cell phones, and about 30% of all households have broadband
connections.
The Service is being targeted to working women living in Hong Kong, many of
whom have domestic helpers to take care of their children during working
hours (most middle-class families in Hong Kong are two-income families).
Although the service intends to provide parents with peace of mind, it could
work equally well for pet owners.
Q.1) Could this service be equally successful in Mumbai, New York or
Sydney? Justify your answer.
Q.2) Would it be more difficult for different cultures to accept a new food
product or New Mobility?s Home Care Mobile Viewing Service? Why?
14
OR
Q.5 Describe the five stages of the traditional family life cycle. Also, identify the
most potential stage to target for the following products and services.:
a. Sports Cars
b. Diamond jewelry
14
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This post was last modified on 19 February 2020