M.B.A. DEGREE EXAMINATION, APRIL 2016
CONSUMER BEHAVIOUR
(CBCS 2012 onwards)
Time 3 Hours Maximum 75 Marks
Part A 3 15)
Answer all questions.
1. Define consumer behaviour and discuss the role of
marketing in consumer behaviour.
2. Write note on psychographic analysis.
3. Differentiate opinion leader and product innovator.
4. Define social class. What are the characteristics of social
class?
5. List out the personal influences on buying decision of an
individual.
Part B 10 50)
Answer all questions choosing either or
6. Describe the nature, need and applications of
consumer behavior .
Or
Define market segmentation. Explain the role and
bases of market segmentation.
Sub. Code
641321
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7. Explain how motivation acts as an integral part of
consumer's buying decision process.
Or
"Consumer learning is important for understanding
consumer's buying behavior". Discuss.
8. What is group? Explain the types of group and its
influence on consumer behaviour
Or
Describe the innovation adoption and diffusion
process.
9. Explain the role of family and culture in consumer
decision making process.
Or
Describe the salient features of Consumer
Protection Act in India. In what way it safeguards
consumerism.
10. State the factors that influence the extent of pre
purchase information search by consumers? How
can marketers of consumer durables utilize this
information in promoting their products?
Or
Explain any two models of consumer decision
process detail.
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Part C (10 marks)
Compulsory
11. Mr. Harish Subbiah was a refugee, when he started his
small grocery business about 40 years back. Initially, he
started with door to door delivery strategy and soon
developed a large number of steady customers. This was
largely due to his clear-headed temperament, reliable
dealings and his friendly nature. His extrovert nature
helped him develop many friends and well-wishers. Over
a period of time, Mr. Harish became a socially prominent
person and expanded the range of his business activities
and he now own several shops dealing in consumer
durables, dairy products and also has a general store
besides a large medical shop. His business place has even
come to be associated with a meeting venue for people of
his generation to meet. His children are grown up and the
eidest one, Rajesh, has just returned from abroad after
completing his management education there. Ambitious
by nature, Rajesh would like to expand his business fast.
He feels that he needs to be 'professional' in his approach.
In his option, his father's way of dealing with people is
outdated. Many a times, he feels irritated when his
father's old friends drop in at the shops and spend time
talking with him. Rajesh feels that this type of casual
come together is a waste of time. He would prefer to be
more 'business' like. He wanted to deal with them as
customers only, serving them with care and in a
methodical manner. He expects that his customer should
appreciate this 'modern' way of doing business. He has,
however, broached his inner feelings only in an indirect
way to his father, and he found that this father believes
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in maintaining close personal links with his customers.
Some of the customers have, anyhow, started noticing the
change in the way in which Rajesh deals with them. They
feel that the old 'warmth' of their relationship with the
senior Harish is somehow missing and they are now less
welcome at the shops.
Questions
What do you think is the contribution of personal
relationship in such a business?
Do you agree with the approach adopted by Rajesh?
Do you have any suggestion to make Rajesh to
understand the need of personal relationship?