Reg. No. :

M.B.A. DEGREE EXAMINATION, AUGUST/SEPTEMBER 2017.

Elective

General Management

DBA 1722 — CONSUMER BEHAVIOUR

(Regulations 2007/2009)

Time : Three hours Maximum : 100 marks

Answer ALL questions.

PART A — (10 2 = 20 marks)

1. How is consumer behaviour related to the formulation of marketing strategy?

2. List the individual determinants of consumer behaviour.

3. Why are consumer’s needs and goals constantly changing?

4. How learning process plays in market strategy?

5. What are group dynamics?

6. What are the variables to be considered to divide population in various social

classes?

7. State the meaning and process of diffusion.

8. What are strategic implications of low involvement in decision making?

9. What are the services that are included in Consumer’s Protection Act?

10. Write the methods of sales on Internet.

PART B — (5 16 = 80 marks)

11. (a) Explain the application of consumer behaviour knowledge in marketing

decisions.

Or

(b) Discuss the model of family decision — making and its importance.

Question Paper Code : BS2020

BS2020 2

12. (a) Consumers have both inmate and acquired needs. Give examples of each

kind of need and show how the same purchase can serve to fulfill either

or both kinds of needs.

Or

(b) What do you mean by product images and self images? How do they

influence consumer behaviour?

13. (a) Enumerate the different types of groups and what are their role in

consumer behaviour?

Or

(b) Describe the life style of various social classes in India.

14. (a) What is the importance of product life cycle on profits? What strategy is

suggested to maintain or increase profits through adoption of innovation?

Or

(b) Explain about the economic person, passive person, cognitive person and

their role in purchase decision.

15. (a) Discuss the difficulties and challenges in predicting consumer behaviour.

Or

(b) Explain the status of availability of assets by households in India and

how it will affect future demand for different products.

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