(Regular & back) 34 Sem.MBA, 9* Sem, DMBA CB (BM 6301) AUTUMN END SEMESTER EXAMINATION-2015 3" Sem.MBA, 9" Sem. DMBA CONSUMER BEHAVIOUR (BM 6301) Full Marks: 40 Time: 2 Hours Answer any Six: questions including question No I which is compulsory. The Figures in the right hand margin indicate full marks. Candidates are required to give their answers in their own words as far as practicable and all parts of a question should be answered at one place only. a) When a marketer uses Neilsen PRISM, SEC Criteria and [1.5] VALS classification to study the consumer trends, what kind of segmentation base is being used by the marketer? b) What consumer behavioral characteristics would you [1.5] associate with a consumer exhibiting dogmatic traits? ©) How do consumers niake choiées among alternatives [2] using expectancy theory of motivation? 4) Explain what do you mean by the Family Life Cycle? 2.5] ©) Write down the five steps of the decision making process. [2.5] What is the significance of keeping track of consumer trends? [2+4] Discuss some the trends seen actoss the globe, What is the difference between classical conditioning and [3+3] operant conditioning? How have the firms used both of them in marketing their products or services? ay ‘KUIT-U/2015/SOM/ Autumn End sem. Examination « 20154. Selectivity in perception makes it voluntary and consumers (24242 powerful. Justify the statement, How should a marketer use the principles of Perception to ensure that consumers have received and perceived the information Properly? 5. Imagine yourself as a consumer intending to buy a luxury car, [442] A set of attributes have been listed out with your evaluation on the basis of the scale given below: Extremely Moderately Slightly Goodnor Sti Moderately Extremely Bad 43 42 +1 0 -l 2 3 [No~ [Attribute Evaluation of the attribute ul Sporty Styli +3 2 | Good Handling/ Ride | +3 3 High Cost I 4 Great acceleration +3 5 Low maintenance [tr oat You have rated the following brands of luxury cars on the same set of attributes on the basis of the scale given below Neither Extremely Moderately Slightly nor Slightly. Moderately Extremely Likely Likely "Likely Unlikely Unlikely Unlikely Unlikely 3 * - 4 2 oH oO 2 3 “Atrute Mereedes SLK | Porsche 911 | Cones Sporty Sing [+3 5 +2, Good 42 +3 42 Handling/Ride | High Cost [33 a 2 Grea: T 3 2 Acceleration [tee T 2 z Maintenance What will be your attitude towards each of these brands? Explain the function of your attitude while zeroing on the final decision. (2) ‘KIIT-U?2015/ SOM / Autumn End sem, Examination - 20156. Let us assume that you are planning to buy a two-wheeler. a) Develop a list of product attributes that you will use as the purchase criteria in evaluating various two wheelers. b) Distinguish the differences that would occur in your } decision process if you were to use compensatory ; versus non-compensatory decision rules. 7. How does the family influence the consumer socialization of children? What role does television advertising play in consumer socialization? §. Draw the Nicosia model of consumer ‘decision making process. What are the four major fields which the model focuses on? eeeaee @) KIIT-U/2015/ SOM? Autumn End sem, Examination - 2015 [3] GB) (6) (6)