GULSHAN CAMPUS, KARACHI

NAME OF STUDENT_________________________ ID No. _______________

FINAL TERM EXAMINATION

SPRING 2021
Department / Date of Time Total
Program Semester Course Title Instructor
Faculty Exam Allowed Marks
Muhammad
Consumer 16-July-
FMS BBA 4 Arsalan 24 Hrs. 40
Behavior 2021
Khan

Instructions:

1. This assignment contains 02 questions. Attempt all questions.

2. Marks of each question are mentioned at the end of each question.
3. Please ensure that no part of your assignment should be copied from any other source.
4. Please note
that copy-paste is a serious nature of academic dishonesty, it is called
“Plagiarism” and the penalties are attached to being found guilty of committing such
offences.
5. Thisassignment should be submitted in MS. Word format, with 1.5 line and paragraph
spacing on A4 paper. All paragraphs should be justified and properly numbered.
6. The font size should 12 and Times New Roman should be used. All figures and
illustrations should be properly titled or numbered on the left side, below.
7. Student should submit their assignment on or before due date.
8. After due date no assignment will be marked.
9. Student must comply with given instructions.
10. Attempt questions in given sequence.

This paper has a total of 2 pages including this title page

 GULSHAN CAMPUS, KARACHI

FINAL TERM EXAMINATION

SPRING 2021

CONSUMER BEHAVIOR
______________________________________________________________________
Note: Attempt all questions:

Q1: You are required to explore at least 3 peer reviewed journal articles on the topic of
consumer behavior. The three journal articles should be discussing consumer behavior
topics relating to the same industry or the same product (e.g. consumer acceptance of
online shopping, consumer adoption of mobile payments, etc.). The deliverable for this
project is a 1000 words reports where you introduces the topic being explored, and a
summary of the articles in light of the theories and topics we discuss in the course. You
may seek help from the book recommended in the class. Please, also provide references
of the articles at the end of question.
(20 Marks)

Q2: You are required to choose a brand of interest that you are familiar with and analyze
the marketing strategies of this brand in light of the concepts and theories discussed in
this course. Consider the brand’s target market and their consumer decision process, and
explore the brand’s product, pricing, promotion and distribution strategies highlighting
relevant consumer behavior theories and concepts in your explanation. Critique and
evaluate how well the brand applied the different concepts and theories in their strategies,
and recommend modifications if needed, supported by theory. You may seek help from
the book recommended in the class.
(20 Marks)

Instructor's Name: 1