Deemed University 2010 M.B.A University: Lingayas University Term: IV Title of the : Consumer Behavior - Question Paper

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Lingayas University, Faridabad

MBA 2^nd Year (Term-IV)

Examination Nov, 2010)

Consumer Behavior (BA-223)

[Time: 3 Hours] [Max. Marks: 100]

 

Before answering the question, candidate should ensure that they have been supplied the correct and complete question paper. No complaint in this regard, will be entertained after examination.

 

Note: Attempt five questions in all. Attempt any two questions from Section A and any two question from Section B. Section C, case study is compulsory.

 

SECTION A

 

Q-1. What is consumer decision making process? Explain all the stages with the help of a self-explanatory diagram. What is the importance of consumer decision process to the marketers?

Q-2. What steps of consumer decision making will work out in the following instances:
(a) A housewife is thinking of purchasing a Dish TV antenna.
(b) A college student is planning to purchase a mobile phone.
(c) A consumer is considering the purchase of a over the counter (OTC) medicine available for common cold.

Q-3. Classify consumer traits based on VALS (Values and Lifestyle). Why is an understanding of consumer personality necessary for marketers selling consumer products?

SECTION B

 

Q-4. Family is a unit that is always in a state of flux. Discuss the statement by bringing out the various stages of the family. Also give examples of products which render themselves for the marketer targeting the family rather than individual.

Q-5. (a) Why is the study of cultures important to the marketers? (10)
(b) Assume that a manufacturer of Oats is considering targeting school children and their mothers by positioning it as a healthy, nutritions breakfast food. What cultural values and appeals should the manufacturer use to get the target consumers interested in the product? (10)

Q-6. (a) Do you think opinion leaders can influence the purchase of houses in planned real estate projects? Why? (10)
(b) Explain how classical conditioning can be used to shape consumers opinions. (10)

Q-7. Assume a NRI friend of yours is planning set up a chain of fast food restaurants in cities like Ahmedabad, Pune, Jaipur and Indore. Knowing the Indian consumers, which cultural, social, personal and psychological variables you think will work for or against the success of the proposed business? Why?

SECTION C

 

Q-8. CASE STUDY

Sumita said, As and when I got the opportunity, I consulted some of my knowledgeable friends who have owned microwaves for quite some time, what to look for an what brands to consider. You know, I came across some scaring information about the safety of microwaves. Now the technology is so advanced that all those scaring tit bits of information are quite baseless. Ramesh said, Whatever we learned from magazine articles and experienced friends has helped us quite a lot in buying this brand. Sumita said, About schemes, you are right. We too got a set of three bowls to be used for microwave cooking. Besides, we have paid just a thousand rupees and the rest would be paid in fifteen interest free installments. There is an extended warranty of three years, and if we are not satisfied with the machine, we can return it within the first 30 days of purchase, and no questions asked. Our Rs.1,000 would be refunded in cash.

One of Sumitas friends said, Recently, one of my relations in Delhi told me her bad experience with this brand. She went to the extent of suggesting me never to buy this brand of microwave. Ramesh said, I dont know what to say about your relations experience. What information we could collect goes quite in favour of this brand. Those who recommended it have had few years use experience without any complaints. Sumitas friend said, You may be right Bhaisaheb. But one thing we all know is that these are machines and they are not perfect. Excellent cars with unmatched reputations like BMW, Rolls Royce, and Mercedes too, need repairs. She smiled, and said, Havent you heard of Mulphys Law If a thing can go wrong, it will.

At about 10.30 pm, the friends thanked Sumita and Ramesh, and congratulated them for owning a microwave and left. Sumita and Ramesh were a bit pensive after their departure. They felt somewhat uneasy about the correctness of their decision in choosing this particular branch of microwave. They knew their money was safe, but it would be embarrassing if they had made a mistake. They agreed to discuss the matter with some of their experienced friends.

QUESTIONS

1. Discuss whose decision it was to buy a microwave and when was the purchase decision made.

2. What factors influenced the purchase of the microwave?

3. What is likely to be the post-purchase behavior in this case and what is the significance of such behavior?

4. What is the significance of post-purchase behavior for the marketer?

 

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