M.B.A. DEGREE EXAMINATION, NOVEMBER/DECEMBER 2017.
Third Semester
CONSUMER BEHAVIOR
2 90136-A
Time 3 Hours Max. Marks 70
PART — A
Answer the following questions. 2 10 Marks)
1. Concept of consumer behavior.
2. Buying habits.
3. Reference groups.
4. Product perception.
5. Repeat purchase.
PART — B
Answer the following questions. 10 50 Marks)
6. What is consumer behavior? Explain the need for studying consumer
behavior.
Or
Explain the models of buyer behavior.
7. What are the factors influencing consumer behavior?
Or
Explain the influence of religion and culture on buying behavior of
consumers.
8. What are the factors that influence individual buying behaviour?
Or
Explain learning attitude personality of a consumer.

9. What are social and cultural settings? Explain the influence of culture on
buying behavior of consumers.
Or
Bring out the influence of cross culture aspects on consumer behavior.
10. Describe consumer decision making process in detail.
Or
Explain the concept of consumer movement and consumer protection.
PART — C
Compulsory (10 Marks)
11. Case Study
The marketer has to learn about the needs and changing of the consumer behavior
and practice the Marketing Concept. Levi Strauss and Co. were selling jeans to a
mass market and did not bother about segmenting the market till their sales went
down. The study into consumer behaviour showed their greatest market of the
baby boomers had outgrown and their NEEDS bad changed. They therefore came
out with Khaki or Dockers to different segments and comfortable action stocks for
the consumers in the 50 age group. Thus by separating the market and targeting
various groups and fulfilling their needs, they not only made up for the lost sales
but far exceeded the previous sales. They also targeted the women consumers for
jeans and both men and women started wearing jeans in greater numbers. The
offering given by the company must be enlarged to suit various segments. For
example MarutiUdyog Ltd has come out with many models. Maruti 800, Maruti
Van, Zen, Alto, Veagon Versa Gypsy, Esteem Boleno and other models.
For successful marketing one should
Find consumer needs of various segments.
Position Products (new and existing) to these segments.
Develop strategies for these segments. Practice greater selectivity in
advertising and personal selling and creating more selective media and
distribution outlets.