PURBANCHAL UNIVERSITY

Time-bound Home Exam-2020

Bachelor of Business Administration/Seventh Semester/Final
Time: 03:00 hrs. (+2 hours for submission) Full Marks: 70/Pass Marks: 28
MKT171: Consumer Behavior (New Course)
Instructions:
Dear Students!
• This model of examination is for you as the end of your current semester. This examination allows you
to write answer from your own place of residence. Follow the following instructions without fail.
• Do not write your name in the answer-sheet(s)
• All the answer-sheets should be sent to college through your approved email in which you have
received your question paper.
• Do not write questions in the answer-sheet but mention clearly the question number.
• All the scan/photos of answer-sheets should be clearly visible. Any blur scan/photo will not be
considered for evaluation. Responsibility lies with the students to make sure that scan/photos of the
answer-sheet are of readable quality.
• Leave 1 inch margin on each side of the answer-sheet.
• Clearly mention your Roll no, subject, program, semester, page number at the right-top of each page as
instructed by the Office of the Examination Management.
• Make sure that you send your answer-sheets within the given time. Any email received after the given
time will not be acceptable.
• You are strictly advised to write with your own handwriting and that you are not using any unfair
means to answer the questions.
• Do not consult during the examination period to any other person in answering the questions.
• Do not post any pictures of taking examination or your answer-sheets in any social-media. Found that
may be taken action from University.
Group A
Compulsory Question 1×15=15
1. Indian Refrigerator Market' India's Refrigerator market estimated at Rs. 2750 Cr. is catered mainly
by 10 brands. The annual capacity is estimated at around 4.15 million units is running head of
demand of 1.5 million. As there is a demand and a surplus supply, all the manufacturers are trying
out for new strategies in the market. Times have changed and the buying behavior of the customer.
Earlier it was cash and carry system. Now dealers play an important role in selling; now the systems
is exchange for old "bring your old refrigerator and take a new one with many gifts". A new company
by name Electrolux has entered the market, which has acquired AlIwyn, Kelvinator and Voltas
brand. Researchers have revealed that urban, city sales are declining, and hence all manufacturers
are trying to concentrate on rural markets. Electrolux strategy is customization of market, with
special attention to the Northern and Southern India markets, while Godrej the main player thinks
that dealer network in rural market for sales and service will be beneficial and is trying to give more
emphasis on dealer network, whereas Whirlpool has adopted the strategy of increasing the dealer
network by 30%.
The market shares of the major players are as follows: • Godrej 30% • Videocon 13% Kelvinator 12%.
Aliwyn 10% • Voltas 5% - Whirlpool 27% • Daewoo 1% • L.G 1% • others 1%
Questions:
(a) Could the refrigerator market be geographical base planned by Electrolux? Justify your answer.
(b) What would be the marketing mix for rural market? Explain.
Group B
Answer TWO questions. 2×10=20
2. How do organizational buying decision process and consumer buying decision process differ?
Explain by giving appropriate examples of each step involved in these processes.
3. “The study of consumer behaviour is essential for achieving success in marketing efforts.” Do you
agree? Justify you answer with suitable examples.
4. What do you mean by “perception”? Explain how perception influences consumer buying behavior.
Group C
Answer SEVEN questions. Q. (12) is Compulsory 7×5=35
5. Explain how consumer behavior assists in demarketing and governmental decision making.
6. Explain cognitive dissonance. What are the possible strategies to resolve cognitive dissonance.

Contd. ...
 (2)
7. Siscuss the nature and role of motives.
8. Define social class and social status. Explain the concept of social mobility.
9. What is learning? Explain the learning process of a consumer in a new buying situation.
Or,
Explain instumental conditioning theory of learning.
10. Discuss on the role of reference group in buying decision process.
11. “Effective marketing communication changes the consumer attutude”. Explain.
12. Answer the following questions in a single sentence.

(a) Social marketing

(b) Opinion leadership
(c) Consumer socialization
(d) Diffusion
(e) Sub-culture
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