Name:

Roll no:

INDIAN INSTITUTE OF MANAGEMENT TIRUCHIRAPPALLI

CONSUMER BEHAVIOR

Term IV, 2021

End-Term Examination

Instructions

1. This is an open book examination. All rules pertinent to open book exams apply. You
can refer to your textbook, course pack, lecture slides and material uploaded on Google
Classroom. Referring to any other material including material on the internet will
constitute use of unfair means.
2. The duration of the examination is 90 minutes.
3. Students with benchmark disabilities can take 120 minutes to answer the paper. Please
note this provision is only for students with such disabilities.
4. The question paper document (this document) will be emailed to reach you by 10 am.
5. Check that the question paper has eight questions and totals to 30 marks.
6. The pictures/exhibits accompanying the question paper are also attached.
7. Download the document onto your machine, fill up the answers and save the document
as “YOUR ROLL NO_YOUR NAME.” Submit this document in the Google Classroom
assignment titled “End-Term Exam.”
8. Submit the document latest by 11.35 am. After this period, the system will mark your
submission as “late.”
9. Students with benchmark disabilities can submit the document by 12.05 pm.
10. Please try to confine your answers only within the space provided below the question.
11. Marks for questions are mentioned next to the questions. Insert your name and roll
number in the box above. It helps in identifying your paper.
12. Please do not refer to the internet, or to each other for answers. It becomes obvious
when I read the answers, since there will be multiple similar answers 

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Consumer Behavior, Term IV, 2021
End-Term Examination
1. Provide one example of each of the following products: (4 marks)
a. A low-involvement, utilitarian product
b. A high-involvement, utilitarian product
c. A low-involvement, hedonic product
d. A high-involvement, hedonic product

2. Provide one example of each of the following: (4 marks)

a. A product where attitude is formed through standard learning hierarchy
b. A product where attitude is formed through low-involvement hierarchy
c. A product where attitude is formed through experiential hierarchy
d. A product where consumer has attitude commitment categorized as
“internalization”

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Consumer Behavior, Term IV, 2021
End-Term Examination
3. Look at the Axis Bank ad and SBI ad in the Exhibits. In terms of the Elaboration
Likelihood Model, can you differentiate between these ads? (4 marks)

4. Shoppers’ Stop issues loyalty cards to its consumers, and loads these cards with points
even before consumers start shopping with them. What is the behavioral principle being
used here? Briefly explain. (4 marks)

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Consumer Behavior, Term IV, 2021
End-Term Examination
5. Can you provide any four behavioral principles that Stickk.com employs, and briefly
describe how it uses these? (4 marks)

6. Assume that Vivek’s, a large retail chain in southern India, is facing a problem of
showrooming. Can you provide (4 marks)
a. Two ways in which Vivek’s can recouple the showroom?
b. Two ways in which Vivek’s can rebalance?

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Consumer Behavior, Term IV, 2021
End-Term Examination
7. After tennis star Maria Sharapova tested positive for a banned substance, Nike decided
to drop sponsorship deals with her. Can you explain the reasons for this? (2 marks)

8. a. Can you describe the relationship between intention to buy and efficacy in the case of
Propecia? (2 marks)
b. Can you think of another product where the same relationship, as the one described
in ‘a’ above holds good? (2 marks)

END OF PAPER.

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Consumer Behavior, Term IV, 2021
End-Term Examination