Saurastra University 2006 M.B.A Consumer Behaviour - Question Paper

M.B.A. (Sem. III) exam
April / May – 2006
Consumer Behaviour
Time : three Hours] [Total Marks : 70
Instructions : (i) All ques. are compulsory.
(ii) All ques. carry equal marks.
1 What is Consumer Behaviour ? In what ways is the study
of consumer behaviour linked to the development of
marketing strategies ?
2 Compare and contrast the major characteristics of personality
theories. In your answer, illustrate how every theory is
applied to the understanding of consumer behaviour.
OR
2 A person is beleived to buy the brand in a product class
whose image is most congruent with his or her self image.
explain this statement with the help of examples.
3 discuss the stages of family life cycle in Indian situation.
How would you use the concept of family cycle in designing
marketing strategies for :
(a) Credit card
(b) Mutual fund.
OR
3 discuss in detail any 1 of the subsequent consumer
behaviour model :
(a) Howard-sheth model
(b) Nicossia model
(c) Engle-Kollat Blackwell model.
4 discuss culture, sub-culture and social class. discuss the
role of culture of sub-culture in designing the marketing
strategy for
(a) A big retail mall in urban India
(b) Holiday resort in hill station.
OR
4 Attitude formation and attitude change plays an important
role in consumer behaviour. discuss this in the light of
theories and stages of attitude formation and attitude
change.
5 discuss any 2 of the subsequent :
(a) Primary and secondary reference group
(b) Diffusion process of innovation
(c) Classical conditioning theory of learning.
SQ–9199] two [ 100 ]

Earning:   Approval pending.