UNIT-III

4. a) Discuss the salient features of instrumental conditioning theory

OR
b) Distinguish between learning theory and involvement theory
UNIT-IV
5. a) Draw a frame-work for cross cultural consumer behavior in
an international perspective
OR
b) Analyse the change in social behavior due to introduction of
technology based products
UNIT-V
6. a) Distinguish between low involvement learning and high
involvement learning
OR
b) What do you mean by pre-purchase process? Explain the
steps involved in this process
SECTION-C
7. Case Study (Compulsory): 10
A Franch Company Jeanne Arches perfumes has introduced a
perfume under the brand name SK, named after the charismatic
celebrity Shah Rukh Khan. The perfume is available in two
variants, SK silver for men and SK Gold for women. The
perfumes are priced at Rs. 500 for a 100 ml pump spray bottle.
The strategy may be to capture a large number of consumers who
are oriented towards film celebrities Advertising is planned
through television satellite channels and magazines

Questions:
1. Analyse the decision to make a perfume after a cinema star
from the view point of “ reference group” behavior
2. Examine the risks associated with the kind of decision

[41/XIII T/315]
 [Sept-15]
[MPIBA-MM-1301]
IMBA DEGREE EXAMINATION
XIII TRIMESTER
CONSUMER BEHAVIOUR
(Effective from the admitted batch 2010–11)
Time: 3 Hours Max.Marks: 60
---------------------------------------------------------------------------------------------------
Instructions: All parts of the unit must be answered in one place only.
Figures in the right hand margin indicate marks allotted.
---------------------------------------------------------------------------------------------------
SECTION-A
1. Answer any FIVE of the following:
Each answer should not exceed one page. (5x2=10)
a) Segmentation
b) Perception
c) Dissonance
d) Social Class
e) Sub-Culture
f) Reference group influence on Consumer Behaviour
g) Brand Loyalty
h) Involvement
SECTION-B
Answer the following: (5x8=40)
UNIT-I
2. a) “ Consumer behavior is a multi-disciplinary science”-critically
analyse this statement
OR
b) Define consumer behavior and explain its significance in current
market conditions
UNIT-II
3. a) How does Maslow’s hierarchy of needs guide a marketer to
design and sell his (or her) products?
OR
b) Explain the factors that influence consumer attitude formation
 UNIT-III
4. a) Discuss the salient features of instrumental conditioning theory
OR
b) Distinguish between learning theory and involvement theory
UNIT-IV
5. a) Draw a frame-work for cross cultural consumer behavior in
an international perspective
OR
b) Analyse the change in social behavior due to introduction of
technology based products
UNIT-V
6. a) Distinguish between low involvement learning and high
involvement learning
OR
b) What do you mean by pre-purchase process? Explain the
steps involved in this process
SECTION-C
7. Case Study (Compulsory): 10
A Franch Company Jeanne Arches perfumes has introduced a
perfume under the brand name SK, named after the charismatic
celebrity Shah Rukh Khan. The perfume is available in two
variants, SK silver for men and SK Gold for women. The
perfumes are priced at Rs. 500 for a 100 ml pump spray bottle.
The strategy may be to capture a large number of consumers who
are oriented towards film celebrities Advertising is planned
through television satellite channels and magazines

Questions:
1. Analyse the decision to make a perfume after a cinema star
from the view point of “ reference group” behavior
2. Examine the risks associated with the kind of decision

[41/XIII T/315]
 [Sept-15]
[MPIBA-MM-1301]
IMBA DEGREE EXAMINATION
XIII TRIMESTER
CONSUMER BEHAVIOUR
(Effective from the admitted batch 2010–11)
Time: 3 Hours Max.Marks: 60
---------------------------------------------------------------------------------------------------
Instructions: All parts of the unit must be answered in one place only.
Figures in the right hand margin indicate marks allotted.
---------------------------------------------------------------------------------------------------
SECTION-A
1. Answer any FIVE of the following:
Each answer should not exceed one page. (5x2=10)
a) Segmentation
b) Perception
c) Dissonance
d) Social Class
e) Sub-Culture
f) Reference group influence on Consumer Behaviour
g) Brand Loyalty
h) Involvement
SECTION-B
Answer the following: (5x8=40)
UNIT-I
2. a) “ Consumer behavior is a multi-disciplinary science”-critically
analyse this statement
OR
b) Define consumer behavior and explain its significance in current
market conditions
UNIT-II
3. a) How does Maslow’s hierarchy of needs guide a marketer to
design and sell his (or her) products?
OR
b) Explain the factors that influence consumer attitude formation