SARDAR PATEL UNIVERSITY

4th YEAR BBA ITM

CONSUMER BEHAVIOUR
(EFFECT FROM 2007-08)

1. Consumer behavior as a marketing discipline and its role in strategic

marketing planning, consumer decision process and models of consumer
behaviour.
[20]
2. Consumer motivation and consumer perception and theories of
motivation and perception
[20]
3. Consumer learning, belief and attitude.Theories of learning, belief and
attitude.
[20]

4. Communication and change in consumer behaviour. Communication

model.
[20]
5. Consumer in social and cultural setting: Group dynamics, reference
groups and consumer behavior, Influence of family and social class
[20]
Reference Books:
Consumer Behaviour, Skiffman And Kaunk, PHI, NEW Delhi.

] Consumer Behaviour MM-309

Q. 1 Discuss the meaning and concept of Consumer Behaviour and its importance in
decisions carry equal marks.
Q. 2 Define Consumer Involvement. How does consumer inclement change with
different
types of products?
Q. 3 Discuss the process of Consumer Decision Making in detail.
Q. 4 How can personality form the basis for market segmentation ?
Q. 5 Marketers cannot satisfy consumer without understanding the motives of consumer.
Discuss the statement.
Q. 6 What is Attitude ? How can Marketing change consumers attitude to get a
favourable
response from them ? Write giving suitable examples.

Q. 7 Define the following : (a) Perception

(b) Self concept
(c) Opinion Leader
(d) Need
(e) Information Search.
Q. 8 Write detailed notes on the following : (a) Consumer Reference Group
(b)
Role of family in Decision-making.