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Consumer Behavior (MK0002)

Model Paper

Section A – 1 mark questions

Sl. No. Question

Psychological activities undertaken by the consumer
1 include :
a) Comparing various features and prices b) Visiting a
retail outlet c) Enquiring about alternatives d) Visiting an
e-commerce site
Group influence on consumer behavior includes:
2 a) Cultures b) Subcultures c) Family d) Social class

3 Behavioral variables for market segmentation include all

the following except :

a) Activities b) Benefits sought c) Attitude towards product

d) Readiness to buy stage
AIO stands for :
4 a) Aims, interests, opinions b) Activities, interests,
opinions c) Activities, intentions, opinions d) Aims,
intentions, opinions
Elements of culture include all the following except:
a) Values b) Norms c) Family d) Rituals
Which of the following is not a characteristic of culture?
a) Culture is inborn b) Culture is adaptive c) Culture is
environmental d) Culture is learnt

7 Another name for gate keeping is :

a) Selective exposure b) Selective attention c) Selective
interpretation d) Selective blocking
Another name for “Just Noticeable Difference” is:
8 a) Absolute threshold b) Differential threshold c)
Subliminal Perception d) Perceptual Organization
Which of the following may be used by marketers to
9 position products?
a) Motivation b) Attitudes c) Personality d) Self concept
Based on the source and objective of the motive,
10 motivation may be divided into how many categories?
a) Four b) Eight c) Sixteen d) Twelve
Which model of the purchase decision process is based on
11 an active search for information?

a) Economic view b) Passive view c) Cognitive view d)

Emotional view
Another name for nominal decision making is:
12 a) Extended decision making b) Habitual decision making
c) Limited decision making d) Repeat purchases

13 Qualitative research is also known as :

a) Field research b) Motivation research c) Interpretative
research d) Primary research
Quantitative research involves all the following, except:
a) Rating scales b) Free wheeling discussions c)
Hypotheses d) Structured questionnaires
A totally new product in the market is known as a :
15 a) Continuous innovation b) Discontinuous innovation c)
Product oriented innovation d) Market oriented innovation
The Diffusion of Innovation theory was developed by :
a) Paul Lazarsfeld b) Elihu Katz c) Everett Rogers d)
Howard Sheth
Equating personal happiness with the purchasing of
17 material possessions is known as :
a) Conspicuous consumption b) Consumerism c) Impulse
buying d) Anti consumerism
Consumer rights as per the Consumer Protection Act in
18 India include all the following except :
a) Right of choice b) Right to information c) Right to
public hearing d) Right to compensation
The person who plays the critical role of flow of
19 information in the organization for any procurement
decision is :
a) User b) Influencer c) Decider d) Gatekeeper
Situation specific factors that influence business buying
20 behavior include :
a) Time pressure b) Size c) Structure d) Purchase resources

Section B – 2 marks questions

Sl. No. Question

The desire to travel by air may be termed as a :
1 a) Need b) Want c) Product d) Service

2 A person wants to buy a sports car to project himself as

aggressive and masculine. In this case, his want is
influenced by :

a) Environmental factors b) External factors c) Internal

factors d) Cultural factors
Marketers should be able to reach the market segments
3 they want to target in an economical way.
This means that segments should be :
a) Profitable b) Accessible c) Identifiable d) Measurable
A cricketer who aspires to be like Sachin Tendulkar
4 belongs to which of the following groups?
a) Membership group b) Symbolic group c) Primary group
d) Secondary group
Swiss watches are perceived to be of the highest quality.
5 This is an example of :

a) Halo effect b) Country of origin effect c) Rub off effect

d) Imagery
The personality trait of persons who are not open to trying
6 out new products may be described as :
a) Inner directed b) Dogmatic c) Other directed d)
Which of the following is characteristic of a low
7 involvement purchase?

a) Little information search b) Cognitive dissonance c)

Evaluation of alternatives d) High financial risk
A consumer is asked to rate an ad on various dimensions.
8 Which of the following techniques should be used?
a) Multi attribute attitude model b) Pictorial scale c)
Semantic differential scale d) Perceptual mapping

A digital camera is an example of which type of

9 innovation?
a) Discontinuous innovation b) Dynamically continuous
innovation c) Continuous innovation d) Company

10 A company uses recyclable packaging for its products.

This is known as :
a) Corporate social responsibility b) Green marketing c)
Green movement d) Marketing ethics
Which of the following is likely to be a B2B sales
11 organization?
a) A company selling auto components b) A company
selling personal care products c) A company selling
kitchen equipment d) A company selling ready to eat foods

Section C – 4 marks questions

Sl. No. Question

1 Which of the following are true of a managerial

perspective of consumer behavior ?

1. Attempt to understand the buyer consumption process

2. Attempt to find a basis for marketing strategies
3. Consideration of three roles of a customer
4. Study of consumer behavior as an applied social science
5. Assessment of group influences on the consumer
6. Inclusion of all markets and products

A. 2, 3, 4, 6
B. 1, 3, 4, 6
C. 2, 3, 5, 6
D. 1, 3, 4, 5
Match the following sets and select one of the answers
2 given below –

Set A
1. Large segment
2. Accessible segment
3.Measurable segment
4. Identifiable segment

Set B
a. Relevant characteristics
b. Size
c. Cost effective media
d. Sufficient consumers

A. 1d, 2c, 3b, 4a

Match the following sets and select one of the answers
3 given below –

Set A
1. Normative reference groups
2. Comparative reference groups
3. Indirect reference groups
4. Virtual groups

Set B
a. Non face to face communication
b. Celebrities
c. Benchmark for lifestyles
d. Immediate family

A. 1c, 2d, 3b, 4a

B. 1d, 2c, 3b, 4a
C. 1b, 2a, 3c, 4d
D. 1a, 2c, 3b, 4d
Which are the elements of learning in a marketing context?
1. Motivation
2. Stimuli
3. Punishment
4. Reinforcement
5. Response
6. Extinction

A. 1, 2, 3, 5
B. 2, 3, 4, 5
C. 1, 2, 4, 5
D. 1, 2, 4, 6
Match the following sets and select one of the answers
5 given below –

Set A
1. Self Concept
2. Personality trait
3. Emotion
4. Value expressive function of attitude

Set B
a. Self image
b. Self identity
c. Behavioral component
d. Stimulation

A. 1a, 2d, 3c, 4b

B. 1b, 2d, 3c, 4a
C. 1d, 2b, 3c, 4a
D. 1c, 2a, 3b, 4d
Arrange the steps in the consumer decision making process
6 in the right sequence –

1. Decision outcome
2. Preferred brand identification
3. Purchase intent
4. Purchase implementation
5. Evaluation of alternatives
6. Search for information
7. Problem recognition

A. 7, 6, 5, 2, 3, 4, 1
B. 6, 7, 5, 2, 3, 4, 1
C. 7, 6, 5, 3, 2, 4, 1
D. 5, 6, 7, 2, 3, 4, 1
Match the following sets and select one of the answers
7 given below –

Set A
1. Attitude research
2. Test marketing
3. Multi attribute attitude model
4. Perceptual mapping

Set B
a. Brand positioning
b. Beliefs about brand characteristics
c. Viability of a product
d. Rating scales

A. 1b, 2c, 3d, 4a

B. 1c, 2d, 3b, 4a
C. 1d, 2c, 3b, 4a
D. 1c, 2b, 3d, 4a