Other Master Degree-Master in Marketing Management (M.M.M) 1st Sem CONSUMER BEHAVIOUR(University of Pune, Pune-2013)

                                                     [4378]-106
                    M. M. M. ( Semester - I ) Examination - 2013
                                          CONSUMER BEHAVIOUR
                                              (New 2008 Pattern)

Time : 3 Hours]                                                     [Max. Marks : 70

Instructions :

(1) Attempt any five questions.

(2) All questions carry equal marks.

 

Q.1) Define Consumer Behaviour. Explain the importance of Studying Consumer Behaviour.

 

Q.2) Discuss Concepts of Customer Satisfaction, Customer Delight and Brand Loyalty. What are the determinants of Consumer Satisfaction ? Also suggest ways to measure Satisfaction.

 

Q.3) Diagrammatically represent and explain the Howard Sheth Model.

 

Q.4) Discuss various bases that can be used for ‘Market Segmentation’.

 

Q.5) Discuss in detail the Secondary Methods of Data Collection.

 

Q.6) “Consumption Patterns very across different social classes.” Discuss. Suggest appropriate media for promoting to the different social classes in India.

 

Q.7) Write short notes : (Any Two)

(a) Diffusion of Innovation

(b) Industrial Consumers Vs Individual Consumers

(c) Celebrity Endorsements

(d) Buying roles of Individual Consumers

Earning:  ₹ 7.05/-