Download JNTU-Hyderabad MBA 3rd Sem R15 2018 Jan 723AD Consumer Behaviour Question Paper

Code No: 723AD

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

MBA III Semester Examinations, January-2018

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CONSUMER BEHAVIOUR

Time: 3hours 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.

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PART - A 5 × 5 marks = 25

1. What are the disciplines from which the subject consumer behavior is drawn. Explain briefly. [5]
2. How would you apply the concepts of id, ego and superego to explain some of the buyer behavior? [5]
3. What is just noticeable difference (jnd)? Explain its relevance in marketing. [5]
4. What is impulse purchase? How does stores atmospherics enhance impulse purchase behavior? [5]

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5. What is the role of consumer protection act in bringing about awareness of consumer's rights in India? [5]

PART - B 5 × 10 marks = 50

2. 1. What is lifestyle segmentation of market? How does it differ from social class segmentation?
   2. What are the benefits of branding to buyer and seller? [5+5]

   OR

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3. 1. Is there any difference in the terms ‘consumer' and 'customer' in the literature of consumer behavior? If so, what are they?
   2. What are the differences between product positioning and product differentiation? [5+5]
4. 1. What is aspiration reference group? How does it influence one's behavior?

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   2. What are the products whose consumption is heavily influenced by one's culture? Give examples. [5+5]

   OR

5. 1. What do you understand by cross culture? What is the effect of cross culture on Indian consumer behavior?
   2. How do you formulate marketing strategy based on stages of household life cycle? [5+5]

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6. 1. What do you understand by cognitive learning? How does it differ from conditioning theory approach to learning?
   2. What are the functions of attitudes? [5+5]

   OR

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7. 1. What is value expressive appeal? What is utilitarian appeal? Give examples.
   2. Give examples of marketing communication strategies meant to enable easy information processing by the consumers. [5+5]
8. Compare and contrast the economic, passive, cognitive and emotional models of consumer decision making. [10]

   OR

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9. 1. What are the criteria by consumers in evaluating brands? Illustrate your answer with examples.
   2. What is cognitive dissonance in post purchase behavior? [6+4]
10. 1. Critically evaluate the consumerism in terms of its benefits for the society
    2. Is there a need for stricter marketing ethics? Bring out justification for your answer. [6+4]

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    OR

11. Should advertisement of products and companies be regulated by external agencies? What are the issues involved and the implication of having externally imposed regulation? [10]

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