= gi SOM (Regulit & Back) (BM 6301) AUTUMN END SEMESTER EXAMINATION - 2617 3" Sem. MBA / 9" Sem. DMBA/ Ph.D Course Work CONSUMER BEHAVIOR (BM 6301) MBA (2016-18 Batch) /9" DMBA (2013-18 Batch) / Ph.D Time: 2 Hours Full Marks: 40 3¢ * Answer any six questions including question No.1 which is compulsary, The Figures in the right hand margin indicate full marks, Candidates are reguired to give their answers in their own words as far*as practicuble and all parts of a question should be answered at one place only, 1. a) The consumer evaluation of the attributes of 4 sports shoe [10] is measured on a Seale of +3 (extremely good) to -3 (extremely bad) is as follows. Sporty Style = (43). Weight = (-1). Cost less than %6,000 = (+2), Variety = (+1) and Arch Support = (+3), Please consider that the Consumer has indicated his belief about the consequences of buying each brand measured on a scale of -3 (extremely likely) ta +3 (extremely unlikely) is given as stated in mc mA Table 1. Table 1 2 Brand 5 Attribute Nike | Reebok | Adidas Sporty Style fz +1 8B Weigh A 22 +1 Cost less than %6000 #2 +3 +2 Variety +4 #2. +2 rch Support +1 +2 = | Various sources such as foommate, special driend or Parents influencing consumer for the purpose of buying a Sports shoe have been captured on a seale of -3 (Definitely should not) to +3 (Definitely should) for three different brands are given in Table 2 | | | | RURAL SOM Listhiman End SomeTable 2 - a “ rand sont Nike | Reebok | Adidas | Roommate +2 +1 +3 | Special Friend 1 | +2 8 Parents +1 43 | As a consumer, your motivation to comply with each of the following person is measured on a scale of 0 (Not at all) to +3 (Strongly) is as follows: Roommate = +1, Special Friend = +3 and Parents = +2. Two factors influencq a consumer before purchasing a sports shoe are categorized as (1) own belief and (2) other people’s belief for different brands are weighted as follows. Nike (own belief = 0.8, other people’s belief = 0.2), Reebok (own belief = 0.35. other people’s belief = 0.65) and Adidas (own belief = 0.5, other people's belief = 0.5). Calculate attitude toward brand, subjective norm and behavioural intention score of three brands on the basis of information given above. b) Compare and Contrast between ‘Strivers’, ‘Makers’ and "Survivors! in VALS in terms of their characteristics. Compare and contrast the terms brand image, brand equity. product positioning, and brand leverage. Dipen Patnaik is very involved with any type of electronic product. such as televisions, sound systems, cellular phones, and computers. According to the elaboration likelihood model (ELM), explain how marketers of these types of products can succeed in influencing Dipen Pattnaik, ? Discuss the two dimensions on which the VALS typology is based. (2) KUT U2O17/ SOM Autumn lieu Semester’ Exceminrastion ~ J017 5}, (5 [5]The Five-Factor Model of personality identifies five core traits. Name each trait, and explain the manifestation of each Brand personality is a set of human characteristics that become associated with a brand. What are the basic dimensions of brand personality and their facets? Describe the nature of situational influence on consumer behaviour, and briefly discuss the four broad categories or types of situations. ‘Cyntra', a reputed online retail store that deals with formal” shoes would like to build a model on life time value and estimate the future likelihood revenue flow from its existing and future consumers. Calculate the funds flow in till the end of Ist year, the life time value of a consumer on the basis of following information. Cost Percent ' 70% 65% 60% Acquisition Cost for Each Consumer $22. 0 0 Marketing Cost for Each Consumer $4 $10 S10 Special Program Cost $2 $2 $2 Database Cost per Consumer $3 $4 $4 Referral Incentives “$il $i Sih Interest Rate : 6.0% 6.0% 6.0% Risk Factor sfd0 110 1.10 Days delay in payment 30 30 30 In the acquisition year, the average orders per year is 1.20 but expected to increase at a constant rate of 10% in the second and third year. The average order size is $50. $60 and $70 for first, second and third year consecutively whereas the segment size in the acquisition year is 130,000. The referral rate for Ist. 2nd and 3rd year is 2%, 3% and 3% respectively whereas the retention rate for Ist. 2nd.and Ird year is 60%, 70% and 80% respectively. eee KUT bigM]? SOX narration = 20)> {Ss} (5) [5] (51