MMS/D05 Consumer Behaviour Paper: MM-304 Time: Three Hours] [Maximum Marks:70

Note :- Attempt five questions in all. Q.No. 1 is compulsory. You may select any four questions from the remainders. All questions carry equal marks. 1. (Compulsory) Give Short answers to each of the following question:i) Give a logical-flow model of Consumer Decision-making Process. ii) What do you understand by Sensation and Perception? iii) What is the influence of culture of consumer behavior? iv) Discuss the Role of Opinion Leadership. v) Write short note on Life style. vi) Why is there resistance to change? vii) What do you understand by Evaluative Criteria?

2. Define Consumer Behaviour and show its impact on the management of marketing operations. What difficulties are there in understanding the consumer behavior? 3. Define and Explain Attitude. What are the components according to Classical Psychological Model? How is this model different from MultiAttribute model? 4. Write short note on Information Search and Processing. 5. (A) How does industrial Buying behavior differ from consumer buying behvaiour? (b) What is Social Classification? How may it affect consumer decision making?

6. What are the various personality traits? Select Five important traits and bring out their Marketing implications.

7. Define Group and explain its structure as well as working. How may a Marketer of consumer goods take advantage of group influences in his marketing efforts? 8. Explain clearly what is meant by Diffusion of Innovations. Explain, in sufficient detail, the complete process of Diffusion. Also bring out its relationship with the concept and stages of Product life Cycle.