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ST. JOSEPH’S COLLEGE OF AUTONOMOUS (AUTONOMOUS)
END SEMESTER EXAMINATION – OCTOBER 2013
B.B.M. – V SEMESTER
CONSUMER BEHAVIOUR (ELECTIVE P- II – MARKETING)
TIME : 3 HOURS MARKS: 100
SECTION – A
I. Answer ALL Questions. Each question carries 2 marks. (10 x 2 = 20)
1. State the role of “gate keeper” in consumer behavior studies?
2. Define the term “market segmentation.”
3. What is meant by cross cultural influences? Why are such influences important to
managers?
4. Explain the reason why the concept of ‘social class’ is taken seriously by marketers.
5. State how hedonic needs influence consumer behavior.
6. What is j.n.d? Discuss a marketing situation where it can be used usefully.
7. What is brand loyalty?
8. Mention the significance of word of mouth communication.
9. Who are considered as laggards?
10. Clarify the concept “consumerism.”
SECTION – B
II. Answer any FOUR. Each question carries FIVE marks. (4 x 5 = 20)
11. What are the areas of consumer behavior applications in marketing?
12. Comment on the family life cycle changes. Which stage is likely to be of most
importance to marketers?
13. “The concept of motive arousal concerns what actually energizes consumers’
behavior.” Discuss briefly on the general factors that can trigger motive arousal.
14. What are attitudes? What functions do attitudes perform to help consumers?
15. Discuss different stages involved in the purchase decision process of an imaginary
product?
16. What are the steps involved in enhancing consumer satisfaction.
SECTION – C
III. Answer any THREE. Each question carries FIFTEEN marks. (3X15 = 45)
17. Discuss various popular approaches to market segmentation with appropriate
examples. What are the strategic options available to marketers?
18. What are reference groups? What is the nature of reference groups? How do
reference groups influence consumers? Write with sufficient examples.
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19. Explain the various components of consumer learning. Discuss various learning theories
that are useful to marketers.
20. Under what circumstances does post-purchase dissonance occur? What actions can a
marketer take to handle post purchase dissatisfaction among consumers?
21. Why do we need consumerism? State reasons, if any, for increasing consumerism in India.
What are the elements of consumerism?
Section – D
IV. Compulsory Case Study (1 x 15 = 15)
22. Tudor Fashions
For the past nearly four decades, Tudor Fashions was known for making popular and
affordable shoes. Tudor shoes were positioned as simple, no fuss yet elegant shoes particularly
targeted at office goers. The shoes had a reputation of being comfortable and reasonably priced.
It had a good market share despite competition from Bata, Windsor, Lee Cooper, Woodland,
Liberty and others.
Consumers’ perceptions about the type shoes appropriate for wearing to office were changing.
The market share of Tudor shoes had declined by 10 percent within the last two years. Mr.
Prashant Gupta, the CEO, decided to take a walk in the Connaught Place area to observe
people in general and office goers in particular, before going to his office in Brakhamba, Road.
His idea was to have a firsthand feeling of consumer response to the Tudor shoes and observe
in general the foot wear habits of urban Indians.
The trend was disturbing. Prashant called a meeting of the department heads. The outcome of
the meeting was an agreement by all that perceptions, attitudes and preferences of Indian urban
consumers had undergone a significant change about the work place and products. A major
decision was taken that Tudor shoes would shed off its image of being “traditional.”
Department heads agreed that consumers carry a definite “price quality” perception about most
branded products. High price is generally perceived as denoting high quality. To take
advantage of such consumer perceptions and targeting the growing middle class consumers to
a “high price – high quality” image. The decision makers saw better prospects by making such a
move.
After the decision the company developed dedicated show rooms with premium priced shoes
and other accessories such as leather bags, belts, purses, T-shirts, so on.
The results were quite contrary to expectations. The decrease in the market share continued.
Apparently, the reasons for such results seemed to be the following. For decades, consumers
carried the image of Tudor shoes as good quality in the affordable range. This created
considerable confusion among consumers. They turned to other brands. The main appeal for
the consumer was missing. The premium brands were perceived to be in a category that catered
to upper middle and upper class consumers. When consumers considered premium shoes,
other brands came to recall, not Tudor.
Questions:
1. Suggest an approach which in your view might have been successful in changing consumer
perceptions and attitudes about Tudor shoes.
2. You are a marketing communications consultant. Suggest an ad campaign to help Tudor
establish a premium image for its shoes.
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