Consumer Behaviour-1

Time : 3 Hours

1.

2.

Max Marks:60

Note : 1. Answer any four question from Question No.1 to Question No.5 in
Sec-A.(10 marks each)
Question No.6 in Sec-B is compulsory (20 marks each)

Sec-A
1. What do you understand by Learning? Discuss the components of Learning in short.
2. Discuss the traditional and modified family life cycles and their marketing
implications.
3. What are the types of problem recognition situations? Expain various situations that
lead to problem recognition.
4. What is nature of attitude? Expain the impact of attitude on Consumer
Behaviour?Explain.
5. Write notes on any two of the following:i)
Diversity of Consumer Behaviour
ii)
Components of information Processing
iii)
Opinion Leadership and Marketing Strategy
iv)
Roles of Buying Centre

Sec-B

Case Study:
Some time ago, Varna products introduced a variety of salads to the market, namely
a three bean salad, curried beans,curried carrots,and sweet and sour beetroots.The
difference with these salads was that they were packaged in boxes. The salad does
notrequire refrigeration until it is opened and lasts for a period of three months. When
Varna products were first introduced ,the expectation was that customer acceptance of
this revolutionary new product would be immediate and high.The main convenience was

thought to be the fact that the box could be kept for three months and would be
especially useful in case of emergencies.However,the actual product sales were extremely
low.somehow,customers just cannot accept a fresh salad in a dry goods box.

6. (a) How can Varna Products attempt to change consumer attitudes to be more
positive
towards their salads?
(b) How should Varna products take into account the adoption of new products and
the different catefgories of adoption?