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2007 Mahatma Gandhi University M.B.A Business Administration Consumer Behaviour -(Elective) Question paper

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2007 Mahatma Gandhi University M.B.A Business Administration Consumer Behaviour -(Elective) Question paper
M G UNIVERSITY M. B. A. DEGREE EXAMINATION, APRIL/MAY 2007

Third semester

CONSUMER BEHAVIOUR - (Elective)

[For Branch I – Elective IV / For Branch III – Elective I]

(2004 admissions onwards – 60 Marks)
(2003 admissions – 75 Marks)
Time : 3 Hours Maximum : 60/75 marks

Section A


Answer any six questions.

Write short notes on
1 Market segmentation.
2 Focus groups.
3 Motivational research.
4 Dogmatism.
5 Zeigernik effect.
6 Social class categories.
7 Acculturation.
8 World Brands.
9 Market mavens.
10 Heuristics.
(6 X 2½ = 15 marks)
(6 X 3 =18 marks)

Section B

Answer any three questions.

11 How do consumers reduce post purchase dissonance? How can marketers provide positive reinforcement to consumers after the purchase to reduce their dissonance?
Or
12 Why would a consumer who has just purchased an expensive fax machine for home use attempt to influence the purchase behaviour of others?
13 What are the advantages and disadvantages of global promotional strategies?
Or
14 Consider the Rolex watch, which has a retail price range starting at about $ 2,000 for a stainless-steel model to thousands of dollars for a solid-gold model. How might the Rolex company use geodemographic clustering in its marketing efforts.
15 (a) Define the following memory structures :-
(i) Sensory store.
(ii) Working memory.
(b) How does information overload affect the consumer’s ability to comprehend an ad and store it in his or her memory?
16 (a} Discuss the differences between the absolute threshold and their differential threshold.
{b} What is consumer reality?
(3 X 10 = 30 marks)
(3 x 11 = 33 marks)

Section C

17 Sony is introducing a 27”TV with built in VCR, a picture-in-picture feature and a feature that shows the viewer to simultaneously view frozen frames of the last signals received from 12 channels.
(a) What recommendations would you make to Sony regarding the initial target market for the new TV model?
(b) How would you identify the innovators for this product?
(c) Select three characteristics of consumer innovators. Explain how Sony might use each of these characteristics to influence the adoption process and speed up the diffusion of new product.
(d) Should Sony follow a penetration or a skimming policy in introducing the product? Why?
(1 X 15 = 15 marks)
(1 x 24 = 24 marks)




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