Download JNTU-Hyderabad MBA 3rd Sem R15 2019 May 723AD Consumer Behaviour Question Paper

R15

Code No: 723AD

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

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MBA III Semester Examinations, April/May-2019

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. a) What do you understand by the term 'product positioning'? What is USP? [5]
2. b) How are different members of the household involved with different stages of decision process in purchases? [5]
3. c) What is meant by subliminal perception? [5]

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4. d) What is post purchase dissonance? How does a consumer reduce it? [5]
5. e) What are the rights of the consumers? [5]

PART - B

5 × 10 marks = 50

1. a) What is the importance of understanding consumer behavior? b) How would you describe the behavior of Indian Rural consumers? [5+5]
   

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   OR
2. a) What is behavioral segmentation? Explain with examples. b) What are the problems in marketing an un-segmented market? [6+4]


3. a) What are the variables influencing stratification of society into classes in the Indian context? Explain the significance of each of the variables. b) What are the various stages of family life cycle? What is its relevance to consumer behavior? [5+5]
   OR

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4. a) What is culture? Explain briefly. b) What is a group? What is reference group? [5+5]


5. a) What is perceptual mapping? b) How would you apply Maslow's need hierarchy to develop marketing strategy for the following products? i) Colgate toothpaste ii) Business class travel in Air India. [5+5]
   OR
6. a) What is multi- attribute attitude model? b) What is elaboration likelihood model? [5+5]

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7. What are innovation adopter categories? What is its relevance to marketing strategy? [10]
   OR
8. a) How do product characteristics influence consumer information search effort? b) What are evaluative criteria and on what characteristics do they vary? [5+5]



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9. What do you understand by consumerism? Trace the history of consumer movement. What are its pros and cons? [10]
   OR
10. a) Discuss the ethical aspects of advertising. b) What is the role of consumer's court in enforcing the rights of the consumers? [5+5]

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