Download BU (Bangalore University) MBA 3rd Semester 2019 Feb Consumer Behaviour Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 3rd Semester 2019 Feb Consumer Behaviour Question Paper

|||||||||||||||||llllllllllllllllll PJ ? 684
Ill Semester MBA. Degree Examination, January/February 2019
(0308 Scheme)
(2014-15 and Onwards)
MANAGEMENT
Paper ? 3.4.2 : Consumer Behaviour
Time : 3 Hours Max. Marks : 70
SECTION ? A
Answer any five of the following questions : (5x5=25)
1.
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How does consumer behaviour study is multi-disciplinary in nature ?
What is the practical implication of ?Absolute perceptual threshold" in marketing
decision ?
Explain, how consumer motivation is a determinant of buying behaviour.
What are the determinants of consumer involvement in a buying situation ?
How do companies manage cognitive dissonance of their customer ?
What are the merits and demerits of Consumer Movement in India ?
What are the different roles played in organisational buying decision process ?
SECTION ?- B
Answer any three of the following questions : (3x10=30)
8.
10.
11.
According to classical conditioning, how consumer behaviour is perceived ?
Explain with example.
Discuss, how a marketer can use the consumer decision process in formulating
marketing communication.
Explain with example, family life cycle in?uence on buying behaviour in
consumer market. ,
Explain, how diffusion of innovation take place ? Explain how the
environmental factors in?uence on diffusion process.
P.T.O.

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SECTION - C
(Compulsory)
12. Read the case and answer the questions : 15
A certain store was keeping a number of brands of washing machines. They
had washing machines to caterto the needs of all the segments of the society.
They were stocking IFB, Videocon, BPL, National, Godrej and local made
washing machines as well. They had automatic, semi-automatic and manual
machines. The automatic machines were bought by the higher income group.
The middle income group was content with semi-automatic machines. ManUal
hand operated machlnes were for the ?lower class of clientele, and also those
living in the rural areas, where electrification was not complete, or the electricity
went off for days together. It was observed that when customers came to
buy an automatic machine, they usually came with their spouses and they
looked mainly at the colour, style of functioning, electric consumption, care for
handling, price factors, etc. Many customers would not buy on their first visit.
They would come back after an interval of time and purchase the machine
after careful considerations of the attributes that they were looking for. Many
would lower their choice, and come back to buy semi-automatic, instead of
automatic machines. The sale was observed to be highest during marriage
seasons and at festival times. There was a great influence of the house-wives
in buying these, as they were the ultimate users. With a lot of information
imparted by the media, and the children being exposed to it for several hours,
in a day, they seemed to have a good knowledge of the attributes, and had a
great say in the purchases and their opinions were also given weightage by
the parents. Since a chain store is more interested in the sales to materialise,
rather than pushing any particular brand, the salesmen are directed to satisfy
the customers or the family. This should be their first consideration.
Questions :
1) What should be the role of the marketer in the above case regarding
advertisement, promotion, persuasion, and closing the sales ?
2) Who others could influence the purchase decisions in a family, in relevance
with above case ?
3) Do you feel that group interaction helps the buyer too, in his decision-making
process ? Elaborate.