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:ENT PRSGSAMMETerrn-End ExaminationDecerxber, 2897MS-SI : CO&ISUM=R SEHA V|OURTime : 3 hoursMaximu{n Ms,rks : 7AA{Weightsse 78%} iVofe ,- This paper ccnsisls of twa Secfions, A and B, Atternpt afly three quesficns fram Secfion A. Section B is compulsory. Atl que.sficns carryequal marks. SECTION A1- {a} How does organisatio*al buying behaviour differ fromindividual b uying beiraviour ? Explaln wiih :he helpaf examr:les. {b} Whai are the factors used far supplier selection byorganisalions ? MS-S 1P.T.O.http://gyansagar.co.in

2. How does Masiow's need hierarchy explain consumermotivation ? \Ajhich ievel o f needs can be used to motivateconsumer p*rchiases fcr the following products,/s ervices(any tivo) ? {a} Mpltivitamin tab}ets{b} Motcrbikes{.} Pensian pians3. Hcw does reference gro up infiuence vary over prcductcategories ? What lype cf reference group influenc e canyou expect 1n the ease cf the following and why ? (a) Wrist watches{b} Toilet scaps{c) Residential hauses4. What are the faetors t hat influence the extent afprepurchase informatian search by consumers ? How can marketers c{ ccnsumer iiurables utilise this knowlege ? 5. Write short notes an al:y three of the following : {a) Sxtended problem soivlng{b} Howard Sheth mr:dei of decision-making{c) Influe *ce cf culture on consumer decisions{d) Attitude change strategies{e} Choice Heu risticsM5-61http://gyansagar.co.in

SECTION B6. Read the case study given below and answer the questionsgiven at the end c{ the case. Case St*dyKellogg Company has distributlon in over150 countries and yet is still "unknown to half the world'spopulation" according to Arnold Langbo, Kellogg's C EO. Mr. Langbo plans to change that. Kellogg is building a company-owned cereal plant 1nl-aivia and currently has sal es in Poland, Hungary, andSlovakia. :t has also started construction on a plant lnIndia and has pians to enter China soon. These effo*swill greatly expand non-U .S. sales, which in 1991 we{e53 perce*t cf tatal volume and 41 percenl cf totalr eve{rue. However, international expansion and thedevelopment cf the glcbal brand s will nat be easy. Ta becomereorganized intoAmerica, Europemore international, the firm recentlyiou r divisions : North America, htinand Australasia. According tc Langbc : The way we usedbased multinational business and, by theM5-61to be organized, we were a U.S. a company with a big domesticway, some internaticnal business. P.-r-.o. http://gyansagar.co.in

I'hat was the way lve were thinking; that is the way theorganizaticn was siructr -rred. Toda,j, if y*u ialk io customers in ihe U.K., Canadat:r Australia, theg thiniq o f Kellogg as being based in iheU.K. *r Cana'-Ja cr Australia. We are glcbai inor ganizaii*nal stn:cl.i-e and business but alsomulticiornestic. W* **ui havc a number of truly glcbal brands{l'rrosled Fr}akes anri Cr-'rn lrlak es. with Froct Locps andRice Krispies cicsing cfl, and Frclsted Mini-Wheats andH oney Nut La*ps moving rapidiy). There used to be slightvariations in our fr:cd a round the world, but now you willrecognize the praduct lvherever you ga. Advertising fcr Frasted lrlakes is now global and thatfor other brends may follo w. Expanding intr.' rnanymarkets wili invclve :r-:cre than trying to gain share frcmother cere.:i markeis. Ir wiil require altering lcng-heldtraditions" In Eastern [urape it is going to be pretty slowbecause rv are qair:g ic liieraliy create the habit - rrruehas we d;ri :n Cerr:ranu 25 years ago or France 20 year sago. Cereai is i: r"vi:*le new -breakfast concept for lhssepeople. Hr:ra'errer. thegr cio eat breakfast in those ccuntries and they eat fairiy sui:siential b'reakfasts. In Asia. eonslrmers are used to eating somethingwarm, safr. a;rd savary for brea kfast - and we are gaingM5-61http://gyansagar.co.in

to sell them something lhat is cald, crisp, and sweet orbran tasling. That is qu ite a dif{erence. The challenge is made greater by the pr sence ofaggressive competiiion in many dev eloped or developingmarkets. Competitian is strong even in some co*nlrieswhere c onsi-:mption is low. For example. in Japan. wlihconsumption at four bowls per Ve ar per person comparedto 10 pounds in the lJnited Stales, there are mor than100 p roducts fighting for shelf space. Quesffcns ; ia) ln the Indian context, hcw are consumer attiludestowards breakfast, likely l o affect the consumeracceptance of Kellogg as a breakfast oplion ? In yourview, who among the {cliowing, a{e likelv to ba themost attractive conslrmer segment f or the company : {i) School-going children{iil Busy professionals{iii) Old cusiomers in ihe empty nesl stage ol thefamily life cycie. Justify your answer. {b) What. in ycur view, areinfluences that result ininfluences. the culiural and cther groupfood preferer:ces ? List the{c} What advice wou}d yc u hava for Kellogg, lo enablethem to popularise their producls in India ? M5-614,O00http://gyansagar.co.in

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