LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

KP 42

M.Com. DEGREE EXAMINATION – COMMERCE

SECOND SEMESTER – April 2009

CO 2812/CO 2808 – CONSUMER BEHAVIOUR

 

 

 

Date & Time: 22/04/2009 / 1:00 – 4:00       Dept. No.                                                           Max. : 100 Marks

 

 

SECTION – A

Answer ALL questions in not more than 3 lines each                   (10 x 2 = 20 marks)

1. What is a generic goal?
2. What is Positive motivation?
3. Define Personality.
4. What is “Others – directed men”?
5. What is brand personality?
6. What is Umbrella Positioning?
7. What is an attitude object?
8. What is a normative reference groups?
9. Briefly explain the impact of a friendship group on consumer behaviour.
10. What is a brand community?

SECTION – B

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

 

1. Explain Abraham Maslow’s Hirarchy of needs and highlight the implications it has for understanding consumer’s behaviour.
2. Write notes on: (a) Need for cognition,  (b)  Visualisers vs. Verbalizers.
3. What are the factors that distort consumer’s perception?
4. How do consumer’s handle risk?
5. Explain the multi attribute model.
6. “Two important barriers to communication affect the accuracy with which consumers interpret messages” – What are these and how can a marketer overcome than?
7. Explain consumers behaviour toward:  (a) Clothing    (b) pursuit of leisure   (c) fashion   (d) Savings.
8. Explain the Socialization of family member.

 

SECTION – C

 

Answer any TWO in not more than FOUR pages each.                              (2 x 20 = 40 marks)

 

1. Explain the Dynamics of Perception.
2. What are the factors to be considered by marketers while designing the message structure and presentation?
3. Define Consumer Behaviour and explain the important implications of the definition.  Why should a marketer study consumer behaviour?

 

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