GTU MBA Last 10 Years 2010-2020 Question Papers || Gujarat Technological University
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (IB) - SEMESTER III - EXAMINATION — WINTER 2019
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Subject Code: 1539311 Date:02/12/2019
Subject Name: Global Perspective on Consumer Behaviour
Time:10.30 am to 01.30 pm Total Marks: 70
Instructions:
- Attempt all questions.
- Make suitable assumptions wherever necessary.
- Figures to the right indicate full marks.
- Support your answers with relevant examples wherever applicable.
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| Q. No. | Question | Marks |
|---|---|---|
| Q.1 | Definitions / terms / explanations / short questions based on concepts of theory/practical
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| Q.2 | (a) How can you as a marketer, develop successful online marketing strategies with insights from understanding consumer behavior? | 07 |
| (b) Explain the Howard Sheth model citing a purchase you recently made. | 07 | |
| OR | ||
| (b) How will you search for information about a new mobile phone you want to purchase? How would you recognize the need for a new mobile phone? | 07 | |
| Q.3 | (a) Explain the purchase decisions associated with the consumer decision making process. | 07 |
| (b) How does an understanding of consumer perception help a marketer in formulating pricing and branding decisions? | 07 | |
| Q.3 | (a) Which theories of learning would explain how consumers in India are learning about global trends, products and brands? | 07 |
| (b) What is the implication of the family buying decision model? | 07 | |
| Q.4 | (a) Explain motivation and its implications in understanding the consumption of foreign brands in apparels. | 07 |
| (b) How does consumer behavior adapt to different FLC stages? Explain with justifiable examples. | 07 | |
| OR | ||
| Q.4 | (a) How are consumers adopting to new global cultural trends? | 07 |
| (b) How does the study of a foreign country’s consumers’ behaviour help a marketer to formulate market segmentation and positioning strategies? | 07 | |
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| Q.5 | Danish, an entrepreneur, wants to open a restaurant in Hong Kong. He wants to cash in on the huge population of busy professionals who usually don’t have the time for a sit-down meal. They prefer instead to grab a bite on the go. Danish has done his fair share of research, and found that though fast food restaurants cater to the need for a quick bite, consumers feel guilty of indulging in what they thought was “unhealthy”. Danish conceptualized a place that will offer a quick bite as a healthy alternative, so consumers would not have to suffer from guilt. Danish is looking at establishing based on trust with his customers. | |
| (a) What kind of consumers would be happy with Danish’s concept? | 07 | |
| (b) What would motivate a consumer to eat at Danish’s restaurant? Identify the key motives. | 07 | |
| OR | ||
| Q.5 | (a) How can Danish create a positive perception and positioning for his concept? | 07 |
| (b) How can Danish conduct a research to understand consumers’ reactions for his concept? | 07 | |
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