M.B.A.

MARKETING MANAGEMENT
BETA HOUSEHOLD APPLIANCES LIMITED

BETA household Appliances Limited (BHAL) is a small-scale manufacturer of

household appliances. The firm has successfully negotiated a technology tie up
with a leading U.S. company which manufactures toasters, mixers, electric irons,
oven grills etc. The company thinks of marketing its products under the brand
name Lady help in India. The Indian industry has established players like Philips,
Bajaj, Sumeet who have sold their products through aggressive advertising and
promotions whereas the small-scale firms have traditionally used dealer
incentives to sell their products.
Question:
What would you advise BHAL in terms of the promotional mix that they should
adopt for their new brand Lady help?

SUCCESS STORY OF NIPPO

Navin Desai, a fresh Chemical Engineer, developed a new detergent during

his M.-Tech Course. Upon passing out he invested a small capital to start
manufacturing and selling the detergent under the brand name ‘Nippo’.
Coming from a middle-class family himself Desai decided to price his
detergent much lower than the other detergents available in the market at that
time. His pricing strategy paid rich dividends and ‘Nippo’ became an instant
success. Using his newly acquired financial strength Navin Desai developed a
premium quality bathing soap with a unique colour and perfume combination.
Although the cost of price of this soap was itself high, Navin again priced it
substantially lower to comparable products in the market by maintaining a low
profit margin against his Marketing Manager Ashok Jain’s advice.
Questions:
1. Suggest an appropriate marketing plan to Navin Desai.
2. Do you feel Navin has committed a pricing mistake this time? Give
reasons for your answer.
V.N.M.Nair
Question Bank
Subject: Consumer Behavior
BBA VI Semester B 605M
UNIT I
Introduction to Consumer Behavior
Q1. What is consumer behavior? Why is it important for a marketing manager to study
consumer behavior?
Q2. Critically analyze the following statements:-
i) “Consumer Behavior is a multi- disciplinary science”
ii) “Government and nonprofit making organizations need to study consumer
behavior”
Q3. Discuss the interrelationship between Consumer Behavior and Marketing Mix
Strategies
with suitable examples.
Q4. Define Consumer Behavior. Explain its nature, scope, need and application?
Q5. You are the brand manager of a new line of light weight autofocus, economically
priced digital cameras. Describe how an understanding of consumer behavior will help
you in your segmentation strategy and promotion strategy. What are the consumer
behavior variables that are crucial to your understanding of this market?
Q6. You are the manager of a highly sought brand of apparel that offers a complete range
of highly priced but good quality trend y wears for both boys and girls. Describe how an
understanding of consumer behavior would be useful you in deciding on your
i. Segmentation strategy
ii. New product introduction
iii. Promotion strategy
What aspects of consumer behavior would be most relevant for you to study and why?
Q7. Define Consumer behavior and explain its significance in current market conditions.
Q8. What is meant by consumer behavior? Explain interrelationship between marketing
strategy and consumer behavior?
Q9. Discuss the emerging trends in Indian market with special reference to changing
consumer
behavior. Explain the application of understanding consumer behavior in marketing
decisions.
Q10. A marketer in the cosmetics industry once remarked: “In the factory, we make
cosmetics; in the drugstore we sell hope” how does this relate to the marketing concept
and the need of the marketers to understand consumer behavior?
Unit II
Unit Name- Environmental Influence on Consumer Behavior
Q1.What is the effect of Culture and Sub-culture on Consumer Behavior?
Q2.What is the environmental factors those influence Consumer’s Decision-making
Process?
Explain with the help of an example.
Q3. Explain the social factors affecting Consumer Behavior.
Q4. Explain the relationship between Environmental Factors and Consumer Behavior.
Q9. Which of the stages of the family life cycle would constitute the most lucrative
segment/segments for the following products and services?
(a) Domino's pizza
(b) Mobile telephones
(c) Mutual funds
Justify your answer.
Q10. Outline the diffusion and adoption process for innovations, with suitable
illustrations.
Unit III
Unit Name- Consumer Decision Making Process
Q1 what are the factors which influence a Consumer’s Decision-making Process?
Explainwith the help of an example.
Q.2 Define Consumer Satisfaction. What is the relationship between Consumer
Satisfaction,
Repeat Purchase and Committed Customer?
Q.3 What do you understand by extensive problem solving, limited problem solving and
routinized response behavior?
Q.4 how can marketers influence the information search process of their consumers?
Illustrate by taking suitable example.
Q5. Explain how marketers can use the knowledge of various decision making process
stages [ marketing implication of all the stages]
Q.6 You are planning to buy your first personal home computer though you have been
using one for a long time in your office. Explain your buying process using information
processing model.
Q7. What patronage motive influence your choice for following products:-
a) restaurant
b) Movie theater
c) Departmental store
d) Sporting goods store
e) Shoe store
Q8. How does consumer seek to reduce post purchase dissonance? As a marketer of
Consumer durables, explain how can you provide positive reinforcement to the
consumers after they have purchased your brand?
Q9. Outlining the key differences between individual buying and organizational buying.
Explain what variations in marketing effort will have to be made by a manufacturer of
stationery items, who now intends to enter organizational markets, after successfully
established himself in the individual consumer market.
Q10 How do simple problem recognition and complex problem recognition vary?
Unit IV
Unit Name- Consumer Behavior models
Q1. Explain. Any one model of Consumer Decision-making with relevant examples.
Q2. Explain the Howard Seth Model of Consumer Behavior.
Q3. Explain the Nicosia Model of Consumer Behavior
Q4. Explain the Engel Blackwell and Miniard Model of Consumer Behavior
Q5. Explain consumer decision making process with the help of any one consumer
decision making model.
Q6. Explain the Engel Blackwell and Miniard Model of Consumer Behavior.
Unit V
Unit Name- CRM
Q1. Is consumerism boon or bane in India? Discuss with suitable examples.
Q2. Write a brief note on consumer rights and consumer policy in India.
Q3. What is ‘Consumerism’? Explain the significance of ‘Consumerism’ in Marketing.
Q4. How companies retain their customers?
Q5. Explain relationship marketing in detail.
Q7. Write Short Note on following:-
(a) Effect of Consumerism on Marketing Ethics
(b) Customer Retention
(c) Customer loyalty ladder
(d) Deceptive advertisements
Q8. Explain Customer Relationship marketing. Which strategies are followed in CRM
Q9. How consumer complaints can be useful asset to a company?
Q10. Why is important for an organization to be responsive to consumers?

CONSUMER BEHAVIOUR

16 MARKS QUESTIONS UNIT I

1. Explain the significance of consumer behavior in marketing.

2. Elucidate the factors influencing Consumer behavior.

3. State the application of Knowledge of CB in marketing decisions.

4. Explain the various dimensions of consumer behavior.

UNIT II

1. Explain the Howard model of Consumer behavior.

2. Explain the Howard-sheth model of Consumer behavior.

3. Elucidate the Engel-Kollat model of Consumer behavior.

4. State the Webstar and Wind model of Consumer behavior.

UNIT III

1. Explain the various theories of motivation.

2. Explain the perceptual process in detail.

3. Elucidate the types of personality.

4. Explain the theories of Personality.

5. Explain the Learning theories in detail.

6. State what are all the parameters for measuring Customer expectation and
Satisfaction.

UNIT IV

1. Explain the Socio-cultural values of Consumer behavior.

2. Explain how the family group influence consumer behavior.

3. Explain the types of communication.

4. Elucidate the reference group influence in consumer behavior.

UNIT V

1. Explain the purchase decision process in detail.

2. Elucidate the Pre-purchase and post purchase behavior of consumers.

3. State the various process included in Perception.

4. Explain the online Purchase decision process in detail.

5. Explain the ways to manage dissonance and state the emerging issues in it