Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2018 Winter 3rs Sem 3539211 Consumer Behavior Cb Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2018
Subject Code: 3539211 Date:07/12/2018
Subject Name: Consumer Behavior (CB)
Time: 10:30 am ? 1:30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Marks
Q.1 Define following terms.
(a) Rational Motive
(b) Dogmatism
(c) Absolute Threshold
(d) Subliminal Perception
(e) Extensive Decision Making Buying
(f) Opinion Leadership
(g) Consumer Socialization
14
Q.2 (a) At present New Business startups are getting more popularity among
fresh post graduates of B-schools due to policies and economic
environment supporting the same. Explain importance of Social Media
Marketing and consumer behavior for new startups.
07
(b) Describe types of Qualitative Research with suitable examples. 07
OR
(b) What are some rituals (religious, educational, social) that you have
experienced? How Indian culture is different from rest of the world for
any of the marketer?
07
Q.3 (a) Describe Freudian and Neo-Freudian Theories in detail. Which of
these both; is more applicable for current digital age; to understand
young shoppers? mindsets?
07
(b) How Perception takes place in individual?s mind about products and
brands? How one organizes the things remembered and perceived and
use this knowledge while buying as per interpreted in one?s evoke set?
07
OR
Q.3 (a) Explain components of communication. 07
(b) How regional and religious sub cultures differ from one another in
India? Consider two states of India to exemplify the strategic
differences as per consumption behavior of different sub cultures.
07
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Page 1 of 2
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2018
Subject Code: 3539211 Date:07/12/2018
Subject Name: Consumer Behavior (CB)
Time: 10:30 am ? 1:30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Marks
Q.1 Define following terms.
(a) Rational Motive
(b) Dogmatism
(c) Absolute Threshold
(d) Subliminal Perception
(e) Extensive Decision Making Buying
(f) Opinion Leadership
(g) Consumer Socialization
14
Q.2 (a) At present New Business startups are getting more popularity among
fresh post graduates of B-schools due to policies and economic
environment supporting the same. Explain importance of Social Media
Marketing and consumer behavior for new startups.
07
(b) Describe types of Qualitative Research with suitable examples. 07
OR
(b) What are some rituals (religious, educational, social) that you have
experienced? How Indian culture is different from rest of the world for
any of the marketer?
07
Q.3 (a) Describe Freudian and Neo-Freudian Theories in detail. Which of
these both; is more applicable for current digital age; to understand
young shoppers? mindsets?
07
(b) How Perception takes place in individual?s mind about products and
brands? How one organizes the things remembered and perceived and
use this knowledge while buying as per interpreted in one?s evoke set?
07
OR
Q.3 (a) Explain components of communication. 07
(b) How regional and religious sub cultures differ from one another in
India? Consider two states of India to exemplify the strategic
differences as per consumption behavior of different sub cultures.
07
Page 2 of 2
Q.4 (a) Narrate Tri-Component Attitude Model. 07
(b) Explain Family Life Cycle Stages and consumption pattern as per the
stages.
07
OR
Q.4 (a) Explain ?Theory of Trying to Consume? and Theory of ?Attitude ?
Towards-the-Ad Model?.
07
(b) Explain practical applications of different self-image concepts.
07
Q.5
CASE STUDY:
Mark Christian: a fresh MBA wishes to join his uncle Jimmy?s Female
Perfume Brand ?Pink Fairy? based at Gandhinagar. Jimmy has
captured the market of Ahmedabad, North Gujarat and South Gujarat.
He wishes to expand the market across metros and all major cities of
India for his brand ?Pink Fairy? and he also wishes to launch new
products in his product line. There are many established brands in
India presently which are advertising their brands on almost all the
platforms as TV, FM radio, Billboards and News Paper
advertisements. They have reached in the top of the mind slot of the
customers due to repeated attractive advertisements. Some of the
brands like ?Fogg? has done well as strong punch line like ?Kya chal
raha hai?? Due to constraint of investment Mark suggested Jimmy to
cover rural and sub-urban areas of the nation. Now both are in the
dilemma for effective market segmentation and targeting for the brand.
(a) Explain types of Segmentation. Which type is applicable for the case?
How?
07
(b) Narrate criteria for effective targeting of market segments. How it is
applied to this case?
07
OR
Q.5 (a) What would you suggest to Jimmy and Mark as per your knowledge of
Consumer Behavior and Segmentation?
07
(b)
For Positioning of the brand Pan India; suggest your ideas for effective
communication and advertising strategies.
07
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This post was last modified on 19 February 2020