LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
M.Com. DEGREE EXAMINATION – COMMERCE
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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)
- What is virtual personality?
- What is sensation?
- What is perceived risk?
- Name any 4 perceived risks.
- What is brand equity?
- Briefly explain defensive attribution?
- What is celebrity credibility?
- What is a reference group?
- Name any 4 reference groups.
- Briefly explain consumer socialization of children.
SECTION – B
Answer any 5 in not more than 2 pages each: ( 5 x 8 = 40 Marks )
- Explain the 3 central properties of Personality.
- “Individual Consumers are subject to a number of influences that tend to distort their perception” – What are these influences?
- What are the sources of influence on attitude formation?
- Explain the marketing applications of Consumer Learning.
- Explain the Tri-Component Attitude Model.
- Explain the following types of reference groups: (a) friendship group (b) shopping group (c) Work group (d) Consumer action groups.
- Write short notes on the following dimensions of culture:
(a) Language and Symbols (b) Rituals (c) Sharing (d) Dynamism.
- 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 )
- Explain Dynamics of Motivation.
- What are the important factors to be considered in understanding Consumer Personality Diversity?
- State the main elements of Communication Process.