Download JNTUH (Jawaharlal Nehru Technological University Hyderabad) MBA (Master of Business Administration) 3rd Semester (Third Semester) R17 2019 May 743AN Consumer Behavior Previous Question Paper
Code No: 743AN
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA III Semester Examinations, April/May-2019
CONSUMER BEHAVIOR
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.
PART - A 5 ? 5 Marks = 25
1. Write a short note on the following:
a) Customer loyalty ladder [5]
b) Buying Centre [5]
c) Types of motives [5]
d) Opinion leadership [5]
e) Lifestyle Marketing [5]
PART - B 5 ? 10 Marks = 50
2. What is consumer behavior? Why is it important for a marketing manager to study
consumer behavior? Explain its importance for a company selling insurance products?
[10]
OR
3. Explain segmentation, targeting and positioning (STP). Why should marketers be
concerned about STP while introducing a new product in the market? Explain with a
suitable example. [10]
4. What factors influence consumption pattern of consumers for following products:-
a) Smartphone
b) Refrigerator
c) Designer shirts
d) Online fooding apps like Swiggy [10]
OR
5. Which of the stages of the family life cycle would constitute the most lucrative
Segment / segments for the following products and services?
a) Domino's pizza
b) i-phone
c) Mutual funds
d) De Beers Jewellery
Justify your answer. [10]
6. Define personality and self-concept? How does it affect a consumer buying
behaviour? Explain it by citing a suitable example? [10]
OR
7. Which theory of learning ? classical conditioning, operant conditioning or cognitive
learning best explains the following consumption behavior? Give reasons for your
answer in each case.
a) Buying a laptop for the first time.
b) Switching one brand of edible oil to another.
c) Preferring to buy your apparels from the same brand outlet [10]
R17
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Code No: 743AN
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA III Semester Examinations, April/May-2019
CONSUMER BEHAVIOR
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.
PART - A 5 ? 5 Marks = 25
1. Write a short note on the following:
a) Customer loyalty ladder [5]
b) Buying Centre [5]
c) Types of motives [5]
d) Opinion leadership [5]
e) Lifestyle Marketing [5]
PART - B 5 ? 10 Marks = 50
2. What is consumer behavior? Why is it important for a marketing manager to study
consumer behavior? Explain its importance for a company selling insurance products?
[10]
OR
3. Explain segmentation, targeting and positioning (STP). Why should marketers be
concerned about STP while introducing a new product in the market? Explain with a
suitable example. [10]
4. What factors influence consumption pattern of consumers for following products:-
a) Smartphone
b) Refrigerator
c) Designer shirts
d) Online fooding apps like Swiggy [10]
OR
5. Which of the stages of the family life cycle would constitute the most lucrative
Segment / segments for the following products and services?
a) Domino's pizza
b) i-phone
c) Mutual funds
d) De Beers Jewellery
Justify your answer. [10]
6. Define personality and self-concept? How does it affect a consumer buying
behaviour? Explain it by citing a suitable example? [10]
OR
7. Which theory of learning ? classical conditioning, operant conditioning or cognitive
learning best explains the following consumption behavior? Give reasons for your
answer in each case.
a) Buying a laptop for the first time.
b) Switching one brand of edible oil to another.
c) Preferring to buy your apparels from the same brand outlet [10]
R17
8. Mr. X is planning to buy a new car and wants to get rid of his existing bike. Explain
the buying process using information processing model. [10]
OR
9. What are the factors which influence a Consumer?s Decision-making Process?
Explain the decision making process for buying a consumer ?durable item. [10]
10. Define ?Consumerism? and explain it? Explain the role of marketing ethics in
connection with consumerism. [10]
OR
11. Explain Customer Relationship marketing. Elaborate the various strategies relevant in
CRM. [10]
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This post was last modified on 23 October 2020