Code No.OR-312/MBA
M.B.A. III-Semester Examinations, December-2006. CONSUMER BEHAVIOUR Time: 3 hours Max. Marks: 60 Answer any FIVE questions All questions carry equal marks --1. 2. Briefly, explain the importance of studying Consumer Behaviour. What is cross-cultural consumer analysis? How can a multinational company use cross-cultural research to design each factor in its marketing mix? Illustrate your answer with examples. Discuss family influences on buying decisions. Explain the roles played by family members in buying: (a) Birthday gift to son (b) Home furniture (c) Car Write a brief note on information processing. What roles do actual product attributes and perceptions of attributes play in positioning a product? Explain the consumer decision-making process. How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used consumer research to identify distinct and sizable market segments? Briefly explain the Industrial buyer behaviour model. ^^^


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