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IV Semester M.B.A. (Part Time) Degree Examination, July 2009 (2006 Scheme) CONSUMER BEHAVIOUR
Time : 3 Hours PART A Write short notes on any five questions. Each question carries three marks. (53=15 Marks) 1. Explain the term Institutional buying behaviour. 2. What is social class and caste ? 3. Explain economic model of consumer behaviour. 4. Explain post purchase behaviour. 5. What is meant by cross cultural behaviour ? 6. What do you mean by diffusion of innovation ? 7. What is reference groups ? 8. What are the objectives of consumer motivation ? PART B Answer any three questions elaborately. Each question carries ten marks. (310=30 Marks) 9. What are the importance and applications of consumer behaviour ? 10. How consumers interpret perceptions ? 11. Is culture environmentally dependent Explain. 12. How do you classify the determinants of consumer behaviour ? Explain any one set. 13. Explain digital revolution. How it is influencing consumer behaviour in India ?
P.T.O.

Max. Marks : 60

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PART C Read the following case carefully and answer the questions at the end. Case analysis Compulsory There are 340 million car-buying, clothes-washing, grocery-shopping consumers in Europe. Relatively affluent, they buy more brand-name items than people in any other part of the world. And thanks to the European Union (EU), it has never been easier to sell and distribute products to them. To many marketers, single-market Europe represents opportunity as never before. Difference in tastes, habits, language, culture, climate and income influence purchasing decisions a great deal. Europeans are bound by tradition as to the foods they eat, the way they conduct business and the way they shop. Though Europeans may be brand conscious, 99 percent of those brands are still national, if not strictly local, in their appeal. Questions : 1) Can you compare with the cultural and taste of Europeans and Indians ? 2) We say that culture is functional. Think about your shopping behaviour and describe one way in which the functional nature of the culture helps you as you shop. 3) How do you influence consumption of goods and services ?

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