LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

RO 41

SECOND SEMESTER – APRIL 2008

CO 2808 – CONSUMER BEHAVIOUR

 

 

 

Date : 22/04/2008            Dept. No.                                        Max. : 100 Marks

Time : 1:00 – 4:00

SECTION – A                                   (10 x 2 = 20 Marks)

 

Answer ALL questions in not more than 3 lines each.

 

1. What is an approach object ?
2. What is psychological reactance ?
3. What is a proponent need ?
4. What are the 3 components of an attitude ?
5. Who are narrow categorizers ?
6. What is a CETSCALE ?
7. Briefly explain the relationship between product, personality and gender.
8. What is a “group” ?
9. What are shopping groups ?
10. What is acculturation ?

 

 SECTION – B                                  (5 x 8 = 40 Marks)

 

Answer any FIVE in not more than 2 pages each.

 

1. Explain consumer materialism and compulsive consumption behaviour.
2. What is perceptual organization ?
3. What are the basic “properties” of an attitude ?
4. How are attitudes “Learned”?
5. “Three basic functions provided by the family are particularly relevant in understanding consumers’ behavior” – What are these ?
6. Write short notes on : (a) Middle Class Consumers (b) Working class consumers  (c) Techno class  (d) the geek
7. Write a note on sub-culture.
8. Explain the following from the perspective of consumer learning:

(a) motivation (b) Cues  (c) response  (d) reinforcement.

 

SECTION – C                                   (2 x 20 = 40 Marks)

 

Answer any TWO in not more than 4 pages each.

 

1. Explain product positioning in the context of consumer imagery.
2. How can attitudes be changed as according to the Functional Approach ?
3. How would you design an effective and persuasive communication strategy ?

 

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