Download JNTU-Hyderabad MBA 3rd Sem R17 2019 Dec 743AN Consumer Behavior Question Paper

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JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

MBA III Semester Examinations, December - 2019

CONSUMER BEHAVIOR

Time: 3hours

Max.Marks:75

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Note: This question paper contains two parts A and B.

Part A is compulsory which carries 25 marks. Answer all questions in Part A. Part B consists of 5 Units. Answer any one full question from each unit. Each question carries 10 marks and may have a, b, c as sub questions.

PART - A

5×5 Marks = 25

1. Define consumer behavior and discuss the need for consumer behaviour. [5]

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2. Discuss major subcultures in brief. [5]
3. List out the various elements of learning. [5]
4. What is meant by diffusion of innovation? [5]
5. What is the importance of consumerism? [5]

PART - B

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5 × 10 Marks = 50

2. Explain how market segmentation using the VALS model can help the marketers of fashionable garments products in Indian urban areas. [10]
   OR
3. What are perceptual maps, and how are they in positioning brands within the same product category? Illustrate your answer with examples. [10]
4. Define social class. Explain various classifications of social class with appropriate example. [10]
   

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   OR
5. Distinguish between Neo-Freudian personality theory and Trait theory and summarize their importance to understand consumer behaviour. [10]
6. Compare and contrast the “need hierarchy theory of motivation" with Herzberg's theory of motivation. [10]
   OR
7. What do you mean by consumer learning? Discuss the four elements of consumer learning in detail. [10]

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8. What are the possible outcomes of post-purchase behaviour? How does the feedback help the marketer to improve the customer satisfaction? [10]
   OR
9. Discuss the following terms with examples:
   1. Evoked Set (Consideration Set)
   2. Cognitive dissonance
   [5+5]

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10. Discuss the important government initiatives in India to protect the interests of consumers. [10]
    OR
11. Identify and discuss the ethical issues that could impact the marketing strategy. What steps should be taken to handle these issues? [10]

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