Consumer Behaviour (Elective –Ii- Marketing)

St. Joseph’s College of Commerce BBM 2013 V Sem Consumer Behaviour (Elective II Marketing) Question Paper PDF Download

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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.

St. Joseph’s College of Commerce B.B.M. 2014 V Sem Consumer Behaviour (Elective –Ii- Marketing) Question Paper PDF Download

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St. Joseph’s College of Commerce (Autonomous)

End Semester Examination – October 2014

 B.B.m. – v Semester

CONSUMER BEHAVIOUR (ELECTIVE –II- MARKETING)

 

Time: 3 hrs                                                                                                      Marks: 100

Section – A

 

  1. I) Answer ALL the questions. Each carries 2 marks.                       (10 x 2 = 20)

 

  1. State the different buying roles in the consumer decision process.
  2. Name any four basis for market segmentation.
  3. Mention four possible responses of a dis-satisfied consumer.
  4. What does ‘diffusion of innovation’ mean?
  5. Reference groups influence consumer decision making”. Explain
  6. Why have cross cultural influences increased in importance?
  7. What is differentiated marketing?
  8. What is meant by selective perception?
  9. Give two examples of negative reinforcement.
  10. Name one outstanding feature of four stages in the Family Life Cycle.

 

Section – B

 

  1. II) Answer any Four Each carries 5 marks.  (4 x 5 = 20)

 

  1. “The more complex the decision the more there is involvement and deliberation”. Explain with two examples for each, types of decision making of buyers.
  2. Analyze the effect that social environment, personality traits of consumer, personal experience and marketing strategies of the firm have on attitude formation towards products.
  3. From “awareness to being a loyal customers” a consumer passes through various stages. Analyze the thought process in each of these stages.
  4. Customer satisfaction is the positive feeling about the “ownership experience”. What advice would you give a firm to enhance the satisfaction levels of its customers?
  5. Analyze the loyalty status pyramid and give suitable examples.
  6. How is VALS psychographic segmentation used as a marketing tool to explain consumer behavior.

 

 

 

 

 

Section – C

 

III) Answer any three questions. Each carries 15 marks.                  (3 x 15 = 45)

 

  1. “Divergence in consumer behavior is due to differences in personality”. Use the Trait and Psychoanalytical theory to interpret consumer behavior.
  2. Discuss the factors influencing consumer behavior. Illustrate with examples.
  3. In the light of globalization, companies are forced to combine two or three basis for segmentation. Justify this statement with the help of two consumer products which have used 2 or 3 basis for sementation.
  4. “Cross – cultural influences and social class have an impact on consumer behavior”. Explain and give examples
  5. People respond to cues when they are driven. If they have a positive experience it leads to retention and reinforcement.  Explain this in the light of Learning Behaviour.

 

Section – D

 

  1. IV) Case Study – Compulsory question. (1 x 15 = 15)

 

  1. Galaxy Appliances is among the top five companies in the home appliance market and manufactures a range of products, such as refrigerators, washing machines, gas cooking range, television, and other smaller products such as toasters, blenders and irons. The company’s turnover had grown several fold in the last ten years.  Last year the company’s turnover was Rs.460 crore and the net profits were Rs.21 crore.  The main reason for this growth is the growing demand for home appliances and a nationwide network of 1,630 dealers.  The management is quite aware of the fact that competition in the market would intensify and the only way to stay ahead was to introduce products, which are customer friendly and of the highest quality.

 

Selling innovative products in a conservative market is not easy and Galaxy Appliances has a challenge ahead for its marketing team.  Family units is in the phase of transition today and two major trends are visible.  First, the rise of the nuclear families in the cities is here to stay.  Second, more and more women are opting for a career today and hence are seeking opportunities outside home.  The natural outcome of this shift in ambitions of women is that demand for domestic help is rising. But getting such help is becoming increasingly difficult and this situation is likely to become more pronounced with time.  Hence, the demand for products with automatic features is on the rise.  Women are hard pressed for time and are looking for technologically superior home appliances that can function with minimum human supervision.

 

 

 

The initial price for these products is high, but will certainly come down with growth in demand.  The prices for different load – capacity of dishwashers are in the range of Rs.16,000 to 21,000 for washing machines from Rs.7,000 to 30,000 depending on the features.  For the microwave cooking range, the basic model is priced at Rs.14,000 for 20 litre capacity and the highest price for the more advanced model is Rs.19,000 for 30 litre capacity.

 

 

Market segment details:

 

Double Income Families with 4 – 5 family members Product Relevance Category Recommended
Class – one cities Income Rs.6 lakh per annum and above High A+
Class – two cities Income Rs.3 lakh per annum and above Low to moderate A

Categories:

A+       =          Aggressive Promotion

A         =          Moderate Promotion

 

The products will be positioned on the following dimensions:

  1. Convenience and time saving
  2. Lifestyle product.

 

Analyze and answer the following:

 

  1. Explain the possible involvement of the different people who would have taken part in the decision making process for purchase of the product.
  2. What are the steps/process the consumer would have taken before the purchase of the product?
  3. Analyze the factors that have led to the rise in demand for consumer durable goods in India.

 

 

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