University of Delhi 2010-2nd Year M.Com Commerce CONSUMER BEHAVIOUR UNIVERSITY - Question Paper
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M. Com VII
J
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Your Roll No
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. 3TTWT srsbHJeb'
6484
Group EM-2Marketing2
Course 446CONSUMER BEHAVIOUR
(Admission of 2004 and onwards)
This question paper contains 16+4 printed pages]
Maximum Marks 75
Time 3 Hours
This question paper contains 16+4 printed pages]
: 75
: 3
This question paper contains 16+4 printed pages]
Note The maximum marks printed on the question paper
are applicable for the candidates registered with the School of Open Learning These marks will, however, be scaled down proportionately in respect of the students of regular colleges, at the time of posting of awards for compilation of result
This question paper contains 16+4 printed pages]
(Write your Roll No on the top immediately on receipt of this question paper )
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Attempt All questions Marks allotted to each question are mentioned along side Attempt all parts of the question together Answers should be precise
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Consumers may act rationally to maximize their benefits and satisfaction, or are just as likely to purchase impulsively-by mood situation and
- emotions How would you assess the statement in the context of the four viewsan economic view, a passive view, a cognitive view and an emotional viewinfluencing consumer decisionmaking process 7V6
(>) Personality reflects individual differences Though it is consistent and endunng, yet it can be changed
Referring to theories of personality, explain which factors primarily affect consumer personalityheredity or environment 7Vfc
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() Consumers have both innate and acquired
- needs Give' examples of each kind of need and
show how the same purchase can serve to fulfil either or both kinds of needs 7V&
() What are various marketing myths that impinge upon the understanding and analysis of consumer behaviour Explain in the light of four common pitfalls in the study of consumer behaviour. 7V6
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2 Give your comment on any three of the following
(a) Though attitude is enduring and consistent, it can be changed 5
' (fr) Consumer learning through Instrumental
Conditioning is better than Classical Conditioning, but worse than Cognitive Learning Theory 5
(c) Concept of family is changing when we see emergence of non-traditional family hfe-cycle 5
id) Analysis of consumer behaviour as model puts its complexities in a simple, structured, conscious, mechanical and linear way 5
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() If so much diversity exists among segments of a single society (culture), then even more diversity is likely to exist among the members of two or more societiescross cultures
Explain the similarities (cultural universals) and diversity (localization) in adopting marketing strategies for expanded sales and profit
opportunities IV2
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() The study of culture is a challenging task because its primary foctts is on the broadest component of social hehaviouran entire society Explain the concept of culture with particular emphasis on the role it plays in influencing consumer behaviour 7V6
(c) What is reference group 7 Explain relevance of reference group concept for
(0 Brand Communities
{u) Celebrity Appeal ' IV2
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4 (a) People do not experience the numerous stimuli they select from the environment as separate and discrete sensations, rather they tend to organize them into groups and perceive them as unified whole
In the light of basic principles of perceptual , Qrganization, explain with suitable examples figure-ground, grouping and closure 7X4
(6) Explain how the four structural models of attitudes (Tri-component attitude model, Multi-attribute attitude model, The Trying-to-Consume model, and Attitude-towards-the-ad
mode!) capture various dimensions of an attitude Illustrate your answer with suitable examples 7Vfe
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() Explain how Cognitive (Information) Processing Theory of consumer learning works for marketers What is the role of Cognitive Processing Theory in understanding specific situations
(t) Relative Superiority of Picture Vs Word Memory
() Forgetting
(in) Split-Brain Theory 7V6
() Discuss the differences between the absolute | threshold and the differential threshold Which
one is more important to marketers Explain your answer with suitable examples 7V6
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Read the case study given below and answer the given questions at the end
Some brands become part of national consciousness As Bajaj Scooter rode into history, the country saw
a kind of emotional outpourings as if a family member is no more It was one of the last symbols of the times when technology hadnt taken control of our lives, riding pillion didnt mean one person on
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the back seat and licence raj was very much in place
Almost everybody has a Bajaj moment to share Originally designed for the young but hyped by the agency and the company as a family vehicle Perhaps the youth connect came from the fact that for many it was the first motor vehicle m life and the one on which many more polished their driving skills It worked because women loved it for the space it offered on the pillion seat and the variety of things one can carry on scooter Its strength has been the inspirational factor. It worked for a generation when the service station culture had not set in and the
vehicles were easily maintained by the neighbourhood mechanic The low maintenance cost and long life contributed to its popularity It used to be a great option to gift to the groom It used to be the Head of the family to decide whats good for the family and about the time to teach the driving skills to younger ones
Over the years the generation which believed in Buland Bharat ki Buland Tasveer lost out to a fill it, shut it, forget it generation Technically speaking, mileage, placement of engine and wheel base tilted the balance m bikes favour As it began to lose out to relatively sturdy and sexy bikes, the company did try to reinvent it with four stroke and gearless scooters Though, company could manage to attract girls from pillion to front seat but lost young male customer Suddenly, he had plenty of options, and no one can beat Bajaj no longer remain a fact Though* some may consider it a marketing gimmick to present the bikes as a masculine option, but the fact is there has been a generational shift Now, it is used for carrying loads for business purpose and is no more m the showrooms, which has been taken up as shocking news, particularly among many of the middle aged people
However, the internet the medium of expression for young is full of sentimental messages, recollecting the memories of Bajaj as a part of their family and how their parents have been kind of blackmailed for change to new generation scooters
Yes 1 Its all about time
() What has changed m the Indian consumerthe market has become more mature, the consumer has become more mature or the company is not able to take on the competitive heat 9 How and why 9
() Identify and explain the two relevant consumer behaviour elements that are mainly stressed in the present case ? 15
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6484 20 600
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