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

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Code No: 743AN

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R17

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

MBA III Semester Examinations, April/May-2019

CONSUMER BEHAVIOR

Time: 3hours

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Max.Marks:75

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

Write a short note on the following:

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1. a) Customer loyalty ladder [5]
2. b) Buying Centre [5]
3. c) Types of motives [5]
4. d) Opinion leadership [5]
5. e) Lifestyle Marketing [5]

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PART - B 5 × 10 Marks = 50

6. What is consumer behavior? Why is it important for a marketing manager to study consumer behavior? Explain its importance for a company selling insurance products? [10]
   OR
   Explain segmentation, targeting and positioning (STP). Why should marketers be concerned about STP while introducing a new product in the market? Explain with a suitable example. [10]
7. What factors influence consumption patterns of consumers for following products:-
   

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   a) Smartphone
   b) Refrigerator
   c) Designer shirts
   d) Online fooding apps like Swiggy [10]
   OR
   

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   Which of the stages of the family life cycle would constitute the most lucrative Segment / segments for the following products and services?
   a) Domino's pizza
   b) i-phone
   c) Mutual funds
   d) De Beers Jewellery
   

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   Justify your answer. [10]
8. Define personality and self-concept? How does it affect a consumer buying behaviour? Explain it by citing a suitable example? [10]
   OR
   Which theory of learning – classical conditioning, operant conditioning or cognitive learning best explains the following consumption behavior? Give reasons for your answer in each case.
   a) Buying a laptop for the first time.
   

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   b) Switching one brand of edible oil to another.
   c) Preferring to buy your apparels from the same brand outlet [10]
9. Mr. X is planning to buy a new car and wants to get rid of his existing bike. Explain the buying process using information processing model. [10]
   OR
   What are the factors which influence a Consumer's Decision-making Process? Explain the decision making process for buying a consumer -durable item. [10]

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10. Define 'Consumerism' and explain it? Explain the role of marketing ethics in connection with consumerism. [10]
    OR
    Explain Customer Relationship marketing. Elaborate the various strategies relevant in CRM. [10]

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