Download JNTUH (Jawaharlal Nehru Technological University Hyderabad) MBA (Master of Business Administration) 3rd Semester (Third Semester) R15 2018 Jan 723AD Consumer Behaviour Previous Question Paper
Code No: 723AD
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA III Semester Examinations, January-2018
CONSUMER BEHAVIOUR
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.a) What are the disciplines from which the subject consumer behavior is drawn. Explain
briefly. [5]
b) How would you apply the concepts of id, ego and superego to explain some of the buyer
behavior? [5]
c) What is just noticeable difference (jnd)? Explain its relevance in marketing. [5]
d) What is impulse purchase? How does stores atmospherics enhance impulse purchase
behavior? [5]
e) What is the role of consumer protection act in bringing about awareness of consumer?s
rights in India? [5]
PART - B 5 ? 10 marks = 50
2.a) What is lifestyle segmentation of market? How does it differ from social class
segmentation?
b) What are the benefits of branding to buyer and seller? [5+5]
OR
3.a) Is there any difference in the terms ?consumer? and ?customer? in the literature of
consumer behavior? If so, what are they?
b) What are the differences between product positioning and product differentiation?
[5+5]
4.a) What is aspiration reference group? How does it influence one?s behavior?
b) What are the products whose consumption is heavily influenced by one?s culture? Give
examples. [5+5]
OR
5.a) What do you understand by cross culture? What is the effect of cross culture on Indian
consumer behavior?
b) How do you formulate marketing strategy based on stages of household life cycle?
[5+5]
6.a) What do you understand by cognitive learning? How does it differ from conditioning
theory approach to learning?
b) What are the functions of attitudes? [5+5]
OR
7.a) What is value expressive appeal? What is utilitarian appeal? Give examples.
b) Give examples of marketing communication strategies meant to enable easy information
processing by the consumers. [5+5]
R15
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Code No: 723AD
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA III Semester Examinations, January-2018
CONSUMER BEHAVIOUR
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.a) What are the disciplines from which the subject consumer behavior is drawn. Explain
briefly. [5]
b) How would you apply the concepts of id, ego and superego to explain some of the buyer
behavior? [5]
c) What is just noticeable difference (jnd)? Explain its relevance in marketing. [5]
d) What is impulse purchase? How does stores atmospherics enhance impulse purchase
behavior? [5]
e) What is the role of consumer protection act in bringing about awareness of consumer?s
rights in India? [5]
PART - B 5 ? 10 marks = 50
2.a) What is lifestyle segmentation of market? How does it differ from social class
segmentation?
b) What are the benefits of branding to buyer and seller? [5+5]
OR
3.a) Is there any difference in the terms ?consumer? and ?customer? in the literature of
consumer behavior? If so, what are they?
b) What are the differences between product positioning and product differentiation?
[5+5]
4.a) What is aspiration reference group? How does it influence one?s behavior?
b) What are the products whose consumption is heavily influenced by one?s culture? Give
examples. [5+5]
OR
5.a) What do you understand by cross culture? What is the effect of cross culture on Indian
consumer behavior?
b) How do you formulate marketing strategy based on stages of household life cycle?
[5+5]
6.a) What do you understand by cognitive learning? How does it differ from conditioning
theory approach to learning?
b) What are the functions of attitudes? [5+5]
OR
7.a) What is value expressive appeal? What is utilitarian appeal? Give examples.
b) Give examples of marketing communication strategies meant to enable easy information
processing by the consumers. [5+5]
R15
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8. Compare and contrast the economic, passive, cognitive and emotional models of
consumer decision making. [10]
OR
9.a) What are the criteria by consumers in evaluating brands? Illustrate your answer
with examples.
b) What is cognitive dissonance in post purchase behavior? [6+4]
10.a) Critically evaluate the consumerism in terms of its benefits for the society
b) Is there a need for stricter marketing ethics? Bring out justification for your answer.
[6+4]
OR
11. Should advertisement of products and companies be regulated by external agencies?
What are the issues involved and the implication of having externally imposed
regulation? [10]
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This post was last modified on 23 October 2020