Kuvempu University 2011 M.B.A Kuvempuuniversity, - Question Paper

3rd Semester M.B.A Degree exam
January/February 2011
(CBSC System)
Paper-SC304 MM : Consumer behaviour and CRM
Max. Marks:50

Section-A (1*10=10)

ans the subsequent ques.. every ques. carries 1marks.

1. a) What is consumer activism?
b) describe consumer adoption cycle.
c) describe innovation diffusion index.
d) What is attitude reinforcement strategy?
e. elaborate exogenous variables?
f) What do you mean by behaviour solicitation?
g) describe enduring personality.
h) describe value.
i) describe Subliminal perceptions.
j. describe laggards.

Section-B (4*5=20)

ans any 4 ques.. every ques. carries 5marks.

2. discuss different CRM techniques adopted by modern day business.
3. discuss consumer adoption cycle and innovation diffusion index.
4. Integrated CRM is more efficient than analytical CRM. Elucidate.
5. discuss how culture play role in consumer decision making.
6. define the role of consumerism in effective market making.
7. Simple v/s Complex behaviour. What does it makes?

Section-C
ans the subsequent ques.. every ques. carries 10marks.

8. a) Opinion leaders are better market makers than reference group. discuss with hypothetical examples.
OR
b) Prepare a personality assessment model of your own with necessary orientation towards current market dynamics.

9) discuss different behavioural assessment models briefly with their importance.

Earning:   Approval pending.