LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

TH 39

SECOND SEMESTER – APRIL 2007

CO 2808 – CONSUMER BEHAVIOUR

 

 

 

Date & Time: 19/04/2007 / 1:00 – 4:00     Dept. No.                                                             Max. : 100 Marks

 

 

SECTION – A

 

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

 

1. What are generic goals?
2. What is an avoidance object?
3. Define personality.
4. Who is a verbalizer?
5. What are sensory receptors?
6. Why are Behavioral learning theories referred to as stimulus – response theories?
7. What is a symbotic reference group?
8. What is social status?
9. What is sub-culture?
10. What is relationship marketing?  What is at its heart?

 

 

SECTION – B

 

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

 

1. When will a person adopt defense mechanisms?  What are its different manifestations?
2. Write a note on the trio of needs.
3. How can selective perception (exposure) and psychological noise he barriers to communication?  Suggest ways to overcome these.
4. How is culture learned?
5. How would you market products to older consumers?
6. Explain the three levels of Consumer Decision Making.
7. How do consumers handle risk?
8. Explain the factors which indicate social class.

 

 

SECTION – C

 

Answer any TWO in not more than 4 pages each                                    (2 x 20 = 40 marks)

 

1. Write a note on Consumer innovativeness.  Explain the marketing significance of each type.
2. Write a note on the dynamics of perception.
3. Explain any four groups which can influence consumers’ attitude and behaviour.

 

 

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