Download PTU (I.K. Gujral Punjab Technical University Jalandhar (IKGPTU) ) MBA (Master of Business Administration) 2020 March 3rd Sem 70739 Consumer Behaviour Previous Question Paper
Roll No. Total No. of Pages : 02
Total No. of Questions : 15
MBA (2016 to 2017) (Sem.?3)
CONSUMER BEHAVIOUR
Subject Code : MBA-901
M.Code : 70739
Time : 3 Hrs. Max. Marks : 60
INSTRUCTION TO CANDIDATES :
1. SECTION-A contains SIX questions carrying FIVE marks each and students has
to attempt any FOUR questions.
2. SECTION-B consists of FOUR Subsections : Units-I, II, III & IV. Each Subsection
contains TWO questions each carrying EIGHT marks each and student has to
attempt any ONE question from each Subsection.
3. SECTION-C is COMPULSORY and consist of ONE Case Study carrying EIGHT
marks.
SECTION-A
1. Outline need and interdisciplinary nature of consumer behaviour.
2. Explain the concept of geodemographic segmentation.
3. Why are motivations the driving force behind consumer behavior?
4. Describe the generalized profile of opinion leaders.
5. Distinguish among beliefs, values, and customs.
6. Outline decision making process.
SECTION-B
UNIT-I
7. Write short notes on following :
a. Bases of market segmentation
b. Types of research in consumer behaviour
8. Define Consumer Research. Discuss the steps in the consumer research process.
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1 | M-70739 (S13)-1565
Roll No. Total No. of Pages : 02
Total No. of Questions : 15
MBA (2016 to 2017) (Sem.?3)
CONSUMER BEHAVIOUR
Subject Code : MBA-901
M.Code : 70739
Time : 3 Hrs. Max. Marks : 60
INSTRUCTION TO CANDIDATES :
1. SECTION-A contains SIX questions carrying FIVE marks each and students has
to attempt any FOUR questions.
2. SECTION-B consists of FOUR Subsections : Units-I, II, III & IV. Each Subsection
contains TWO questions each carrying EIGHT marks each and student has to
attempt any ONE question from each Subsection.
3. SECTION-C is COMPULSORY and consist of ONE Case Study carrying EIGHT
marks.
SECTION-A
1. Outline need and interdisciplinary nature of consumer behaviour.
2. Explain the concept of geodemographic segmentation.
3. Why are motivations the driving force behind consumer behavior?
4. Describe the generalized profile of opinion leaders.
5. Distinguish among beliefs, values, and customs.
6. Outline decision making process.
SECTION-B
UNIT-I
7. Write short notes on following :
a. Bases of market segmentation
b. Types of research in consumer behaviour
8. Define Consumer Research. Discuss the steps in the consumer research process.
2 | M-70739 (S13)-1565
UNIT-II
9. What are the three types of reinforcement schedules used by marketers to reward
customers? What is the Elaboration Likelihood Model?
10. Define Perception. What factors influence perception? What are the barriers to
perception?
UNIT-III
11. Discuss the role of reference groups and family on consumer behavior.
12. What is social comparison theory? How does it relate to status consumption? What are
the methods of social class measurement? Discuss.
UNIT-IV
13. What are the three levels of consumer decision making? Discuss role of opinion leader at
each level.
14. Write short notes :
a. Adoption process
b. Process of opinion leadership
SECTION-C
15. Case Study :
Paper Queen is a paper goods company that has recently come out with its own line of
Kleenex-like face tissues. In order to promote its new product, Paper Queen has
sponsored a Friday Night Tear- Jerker movie series for the month of April on local
network television stations. During March, leading up to the movie series, Paper Queen
advertised the upcoming event during the same time slot on a number of competing
television stations in an effort to expose even channel surfers to its advertising. After the
promotions started, Paper Queen measured the success of its advertising campaign based
on the number of boxes of tissues it sold.
Question :
a. Discuss the firms promotional strategy.
b. Discuss the use of strategy of road blocking by the company. Can the company use
precision targeting or zapping to reach its customers?
c. What is the strategy by which the company is measuring its promotional strategy
effectiveness? Is it the right indicator? Why or why not?
NOTE : Disclosure of Identity by writing Mobile No. or Making of passing request on any
page of Answer Sheet will lead to UMC against the Student.
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This post was last modified on 22 March 2020