M.B.A. (GENERAL) DEGREE EXAMINATION,
NOVEMBER 2017
Third Semester
CONSUMER BEHAVIOUR
(CBCS 2016 onwards)
Time 3 Hours Maximum 75 Marks
Part A x 3 15)
Answer all questions.
All questions carry equal marks.
1. Describe 'interpritivist' approach.
2. Define perception.
3. Who is an opinion leader?
4. Describe social class.
5. Describe new customer.
Part B 10 50)
Answer all questions choosing either or
6. Explain the significance of behaviour of consumer in
making marketing decisions.
Or
Explain the bases of market segmentation.
Sub. Code
641321
RW-791
2
ws 4
7. How personality affects purchase and consumption
decision?
Or
Explain any two learning theories relating to
consumer behaviour.
8. Explain the diffusion of innovation process.
Or
How reference group affect purchase and
consumption decision?
9. Explain the influence of culture in preference of
products.
Or
'Consumer protection is very limited in India
comparing to developed nations' Discuss.
10. Explain any one comprehensive model of consumer
decision making.
Or
Why should non-project organisation understand
consumer behaviour?
Part C 10 10)
Compulsory.
11. 'The organisation should understand the level of learning
and attitude of the consumers' Discuss.
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