Download JNTUH (Jawaharlal Nehru Technological University Hyderabad) MBA (Master of Business Administration) 3rd Semester (Third Semester) R15 2019 May 723AD Consumer Behaviour Previous Question Paper
Code No: 723AD
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA III Semester Examinations, April/May-2019
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 do you understand by the term ?product positioning?? What is USP? [5]
b) How are different members of the household involved with different stages of decision
process in purchases? [5]
c) What is meant by subliminal perception? [5]
d) What is post purchase dissonance? How does a consumer reduce it? [5]
e) What are the rights of the consumers? [5]
PART - B 5 ? 10 marks = 50
2.a) What is the importance of understanding consumer behavior?
b) How would you describe the behavior of Indian Rural consumers? [5+5]
OR
3.a) What is behavioral segmentation? Explain with examples.
b) What are the problems in marketing an un-segmented market? [6+4]
4.a) What are the variables influencing stratification of society into classes in the Indian
context? Explain the significance of each of the variables.
b) What are the various stages of family life cycle? What is its relevance to consumer
behavior? [5+5]
OR
5.a) What is culture? Explain briefly.
b) What is a group? What is reference group? [5+5]
6.a) What is perceptual mapping?
b) How would you apply Maslow?s need hierarchy to develop marketing strategy for the
following products?
i) Colgate toothpaste
ii) Business class travel in Air India. [5+5]
OR
7.a) What is multi- attribute attitude model?
b) What is elaboration likelihood model? [5+5]
R15
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Code No: 723AD
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA III Semester Examinations, April/May-2019
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 do you understand by the term ?product positioning?? What is USP? [5]
b) How are different members of the household involved with different stages of decision
process in purchases? [5]
c) What is meant by subliminal perception? [5]
d) What is post purchase dissonance? How does a consumer reduce it? [5]
e) What are the rights of the consumers? [5]
PART - B 5 ? 10 marks = 50
2.a) What is the importance of understanding consumer behavior?
b) How would you describe the behavior of Indian Rural consumers? [5+5]
OR
3.a) What is behavioral segmentation? Explain with examples.
b) What are the problems in marketing an un-segmented market? [6+4]
4.a) What are the variables influencing stratification of society into classes in the Indian
context? Explain the significance of each of the variables.
b) What are the various stages of family life cycle? What is its relevance to consumer
behavior? [5+5]
OR
5.a) What is culture? Explain briefly.
b) What is a group? What is reference group? [5+5]
6.a) What is perceptual mapping?
b) How would you apply Maslow?s need hierarchy to develop marketing strategy for the
following products?
i) Colgate toothpaste
ii) Business class travel in Air India. [5+5]
OR
7.a) What is multi- attribute attitude model?
b) What is elaboration likelihood model? [5+5]
R15
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8. What are innovation adopter categories? What is its relevance to marketing strategy?
[10]
OR
9.a) How do product characteristics influence consumer information search effort?
b) What are evaluative criteria and on what characteristics do they vary? [5+5]
10. What do you understand by consumerism? Trace the history of consumer movement.
What are its pros and cons? [10]
OR
11.a) Discuss the ethical aspects of advertising.
b) What is the role of consumer?s court in enforcing the rights of the consumers? [5+5]
--ooOoo--
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This post was last modified on 23 October 2020