Consumer Behavior :
1.
1.Depth interview is a technique of
a.Qualitative Research design
b.Quantitative Research design
c.Experimental design.
2.Consumer learning occurs through repetition.This idea is advocated by ……….theory.
a.Instrumental conditioning
b.Classical Conditioning
c.Involvement theory
3.The ability of consumer to discriminate one cue from the other is known as:
a.stimuli discrimination
b.Stimuli generalization
c.None of these
4.Right brain (split brain theory)is involved in analytical & logical work.(true/false)
5.The minimal difference that can be detected between two similar stimuli is called:
a.Absolute threshold
b.relative threshold
c.Subconscious threshold
6.Responsibiliy of effective communication lies with
a.sender
b.receiver
c.Media
d.sender and receiver
7.Following is not a main source of information for attitude formation.
a.exposure
b.environment
c.group membership
d.cue
8.Dogmatisim is a situation whereby a consumer prefers tested product and shirks away from unfamiliar and new product.(true/false)
9.The highest need in Maslow’s need hierarchy theory is……………..
10.Theory of cognitive dissonance deals with………(1*10)
2.Explain the following terms:
1.Black box model
2.Ethnocentricism
3.Celebrity appeal
4.Limited problem solving
5.Operant conditioning.(2*5)
3.
a.List out the uses of consumer Research in the field of FMCG and consumer services using Indian examples.(5)
b.Describe the VALS segmentation with special reference to major sporting car brands available in India.(5)
4.
a.Bring out an insight to the various ways of designing persausive communication.(5)
b.Discuss various strategies pursued by marketers to bring attitude change in consumers.(5)
5.
a. “Main objectives of Consumer learning are increased market share and brand loyal customers.’ Discuss in the light of these objectives,various cognitive and attitudinal measures of consumer learning.(5)
b. As per Howard sheth model what are the external constraints acting as inhibitors in purchase behavior.(5)
6. ‘Effective Marketing strategies involve a greater concern for buying motives.Discuss in the light of useful motivational theories,strategies which can be used by marketers in successful penetration of market.(10)
7.Contrast the major characteristics of the following personality theories:
a.Freudian theory
b.Neo-freudian theory
c.Trait theory.
As a marketing manager,illustrate how you will apply each theory to understand consumer behavior.(10)
8.Case study(10)
Disclaimer: Questions posted from previous year question papers.Mistakes are not ruled out.Refer Library for correct format and case studies.These questions are posted to give students a feel and idea of real examination,there will be no liability on the part of author if any or some of these questions are repeated in future examinations.