LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

TH 41

SECOND SEMESTER – APRIL 2006

                                                     CO 2808 – CONSUMER BEHAVIOUR

 

 

Date & Time : 21-04-2006/FORENOON     Dept. No.                                                       Max. : 100 Marks

 

 

SECTION – A

Answer All the questions in not more than 3 lines each;         ( 2 x 10 = 20 Marks)

 

1. What is virtual personality?
2. What is sensation?
3. What is perceived risk?
4. Name any 4 perceived risks.
5. What is brand equity?
6. Briefly explain defensive attribution?
7. What is celebrity credibility?
8. What is a reference group?
9. Name any 4 reference groups.
10. Briefly explain consumer socialization of children.

 

SECTION – B

Answer any 5 in not more than 2 pages each:                        ( 5 x 8 = 40 Marks )

11. Explain the 3 central properties of Personality.
12. “Individual Consumers are subject to a number of influences that tend to distort their perception” – What are these influences?
13. What are the sources of influence on attitude formation?
14. Explain the marketing applications of Consumer Learning.
15. Explain the Tri-Component Attitude Model.
16. Explain the following types of reference groups: (a) friendship group  (b) shopping group  (c)  Work group   (d)  Consumer action groups.
17. Write short notes on the following dimensions of culture:

(a)  Language and Symbols     (b)  Rituals  (c)  Sharing     (d)  Dynamism.

18. What is Consumer Behavior?   Explain the 3 major activities involved in consuming.

SECTION – C

Answer any 2 in not more than 4 pages each:                          ( 2 x 2 = 40 Marks )

19. Explain Dynamics of Motivation.
20. What are the important factors to be considered in understanding Consumer Personality        Diversity?
21. State the main elements of Communication Process.

 

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