196 MBA Third Semester (Consumer Behaviour) AKTU

MODEL PAPER – I
CONSUMER BEHAVIOUR
MBA - THIRD SEMESTER EXAMINATION
Time: 3 Hours Max. Marks: 70
SECTION-A
COMPULSORY (1×10=10)
1) a) State the difference between customer and consumer.
b) Give the types of post-internet consumer behaviour.
c) Highlight the nature of self concept.
d) Explain consumer attitude.
e) What are reference groups?
f) What do you mean by sub-culture?
g) What is problem recognition?
h) Explain consumer choice modelling.
i) Discuss the concept of customer loyalty.
j) Explain organisational consumer behaviour.
SECTION-B
Note: Attempt any Four: (4×10=40)
2) Discuss how technological changes affect consumer behaviour. Discuss the relation between media and consumer
behaviour.
3) Explain the aspects of personality. Describe the impact of personality on consumer behaviour.
4) Give the applications of lifestyle marketing. Discuss the influence of lifestyle on purchasing decision.
5) Discuss the types of reference groups. State the effect of reference groups on product and brand purchase.
6) Enumerate the process of opinion leadership. Briefly explain the role of opinion leaders in consumer behaviour.
7) Explain Engel-Blackwell-Miniard model of consumer decision-making.
8) Write a note on product use and non-use. Give approaches to reducing post purchase dissonance.

SECTION-C (2×10=20)
Case Study:
Akshay Menon, head of SRI’s Dallas operations, was reviewing proposals from three companies for a new scanner. The
company had recently been awarded a contract to scan and electronically store the paper files of a large state government
agency, and Menon knew he would have to add three to five new scanners. The contract called for the agency to begin
shipping files in a week; Menon had to make a decision today.
Margie Cabellero, the production manager, had obtained three proposals at Menon’s request, one for five moderate-speed
scanners, one for three high-speed scanners, and one for three moderate-speed scanners and one high-speed scanner. She
was pushing for five scanners, because she felt that more scanners meant greater protection in case one broke down. She
also believed she had greater flexibility in assigning work if there were more scanners. Currently, her group operated
twelve paper scanners, two microfiche scanners, and a microfilm scanner 24 hours per day.
George Whitaker, the chief financial officer, wanted Menon to buy three high-speed scanners. Whitaker thought that the
higher cost would be offset by hiring fewer operators, and besides, the company was more likely to have trouble hiring and
retaining operators than keeping the machines working. Further, when Whitaker factored in service costs, the higher-speed
scanners were cheaper to operate. He recommended to Akshay that he buy the high-speed scanners and run only one shift
on the new equipment for now. Gloria Sigel, human resources manager, agreed that the local employment market made
hiring more difficult. She really did not care what was bought; she just knew that it was tough to hire new employees. She
also told Menon the current operators thought that the high-speed scanners were too unreliable and that paper jams had to
be cleared too often. Since their pay was tied to productivity, they did not like working the high-speed scanners.
Menon wondered what he should do.
Questions:
a) List the roles that each person plays in the buying centre. Can you identify where Menon is in making a decision, and
what he should do next? Other than Menon, who is most important and why?
b) Identify sources of risk for each member of the buying centre. What are they risking? How important does that risk
seem to be? How would you reduce that risk if you were a scanner salesperson?

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197 MBA Third Semester (Consumer Behaviour) AKTU

c) Assume you market scanners, and this situation is pretty typical of what you find. How would this information
influence your marketing activities? Be as specific as possible.

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Model Papers 198

MODEL PAPER – II
CONSUMER BEHAVIOUR
MBA - THIRD SEMESTER EXAMINATION
Time: 3 Hours Max. Marks: 70

SECTION-A
COMPULSORY (1×10=10)

1) a) Define consumer behaviour.

b) What are the technical issues in online consumer behaviour?
c) What do you mean by lifestyle?
d) Give the purpose of selective perception.
e) Who are opinion leaders?
f) Describe the meaning of cross-culture.
g) Describe information search patterns.
h) Give the marketing implications of purchase processes.
i) Explain customer dissatisfaction.
j) Discuss consumer complaint behaviour.

SECTION-B

Note: Attempt any Four: (4×10=40)

2) Describe the applications of consumer behaviour knowledge in marketing. Also explain consumer behaviour in
contemporary environment.
3) Describe the classical conditioning theory. Discuss the requirements for utilising this theory. Also give its applications
to consumer behaviour.
4) Discuss FLC. Give its marketing implications.
5) Discuss the socio-economic classes for urban market. Also give the socio-economic profile of Indian consumers.
6) State the factors affecting culture. Give applications of cultural learning and rituals in consumer behaviour.
7) Give the marketing strategies based in information search patterns. Discuss the process of evaluating alternatives.
8) Explain the nature and objectives of organisational buying behaviour. Describe organisational buying situations.

SECTION-C (2×10=20)

Case Study:
Consider the following product categories:
1) DVD players
2) Fast-food restaurants and
3) Shampoo

Questions:
a) Write down the brands that constitute your evoked set.
b) Identify brands that are not part of your evoked set.
c) Discuss how the brands included in your evoked set differ from those that are not included in terms of important
attributes.

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