REG NO:

ST. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)

END SEMESTER EXAMINATION – SEPT/OCT. 2019
B.COM /B.B.A. – V SEMESTER
EL 15 MK 504: CONSUMER BEHAVIOUR(MARKETING ELECTIVE – P 1)
Duration: 3 Hours Max. Marks: 70
SECTION - A
I) Answer any TEN questions. Each carries 1 mark. (10x1=10)
1. Give an example of the early adopter of any innovations over a time among
the consumers in Indian market.
2. Mention any two examples of self-esteem needs under consumer
behaviour.
3. Mention two characteristics of opinion leaders.
4. What are the various rights of consumers in India?
5. What is Social psychology?
6. What is meant by Sub-cultural exclusion?
7. Define personality.
8. How reference groups can exert informational influence on a particular
customer to help make decisions?
9. Write down two elements of relationship marketing.
10. What role does gatekeeper play in influencing consumer behavior towards
purchase of a product?
11. What do you mean by Perceptual Blocking?
12. Write the objectives of the Central Council to promote and protect the
rights of the consumers.

SECTION - B
II) Answer any THREE questions. Each carries 6 marks. (3x6=18)
13. Mention the important features of the different sub-cultures prevailing in
the Bengaluru Urban district.
14. Explain the diffusion process of innovation with the help of a suitable
example.
15. Explain different types of big data.
16. Explain few personality traits more related to consumer behavior.
17. Briefly explain the behavior learning theories and its relevance to
marketing.

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 SECTION – C

III) Answer any TWO questions. Each carries 15 marks. (2x15=30)

18. Plenty of nice things which we really may not need deprive the other
consumers from the things they require for their survival. Write down the
positive and negative aspects of consumerism in India.
19. Stanford Research Institute developed a popular approach to
psychographics segmentation called VALS. Later it was revised in 1989.
Briefly write the systematic classification of consumers based on their
values and lifestyles into eight segments within the VALS framework.
20. Elaborate the factors influencing consumer behaviour with appropriate
examples.
21. Moving from low level purchase decision involvement to a high level
involvement makes purchase decision progressively complex. Explain the
different types of consumer decision process.

SECTION – D

IV) Case Study – Compulsory question.

(1x12=12)
22. Kellogg’s Buyer Behaviour

In the U.S. cereals are taken at breakfast time. Cereal manufacturing is an

industry of great magnitude. Cereals are manufactured in various shapes,
flavours and colours and the advertisement is directed at children. The
leading manufacturers are Kellogg’s, General Mills, General Foods, Quaker
Oats, and Champion. Kellogg’s share was constantly being eaten away by
other manufacturers who were introducing new cereals. Kellogg’s therefore
thought of introducing a new cereal, which they had not done for a long
time. The cereals were not only consumed by children, but a substantial
portion formed the adult market as well.

Kellogg’s developed a new plan to come out with a cereal which would be
tasty, nutritious, free of sugar and made of grain. The cereal consisting of
the above attributes was named “Nutrigrain”. These were available in four
types. Nutrigrain Corn, Wheat, Barley and Rye. These were introduced
together, and no test marketing was done to avoid competition.

These Products were advertised heavily and targeted at adults. To promote

the product further, discount coupons were freely distributed, which gave a
cut of about 30 per cent in the retail price of the product. Coupons were also

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inserted in the Nutrigrain boxes’ so that customer would return to take
advantage of these coupons, and make repeat purchases. A lot of
information and advantages of consuming Nutrigrain was boldly printed
on the packages for the information of the consumers. Proper display in the
shelves of stores was also taken care of.

Their efforts brought results, and the stores were loaded with orders and
most adults started eating these cereals, because of promotion, curiosity,
etc. After one year, the sales declined because there were very few repeat
purchases. This started the extensive thinking as to where they had gone
wrong. Consequently, they withdraw two of their brands—Barley and Rye.
These were replaced by raisin and wheat varieties.

They also found out later, that there was a shortage of time for the adults,
which prevented them from having cereals. If they could get out of bed 10
minutes early and devote these ten minutes to breakfast, they would
probably enjoy the cereals. They also found out that though people were
clamouring for sugarless cereals, yet they loved to satisfy their palates with
sugar coated cereals.

Questions:
a. Should Kellogg’s have done test marketing and gradual product
introduction? (3
Marks)
b. How can you comment on the habits of the consumers and their
preferences? (3
Marks)
c. Suggest methods of increasing the market share of the adult market?
(3 Marks)
d. Write a note on post purchase behaviour of the product ‘breakfast cereal’.
(3 Marks)

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