Kerala University 2009 M.Com Marketing Fourth Semester , (Old Scheme – Prior to 2005 admission) Elective : CO 243 M – – XV : Consumer Behaviour - Question Paper
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Fourth Semester M.Com. Degree Examination, June 2009 (Old Scheme - Prior to 2005 admission) Elective : MARKETING CO 243 M - Paper - XV : Consumer Behaviour
Time : 3 Hours Max. Marks : 75
SECTION - A
Answer all questions.
1. Define Green Marketing.
2. What is USP ?
3. What do you understand by the mass market concept ?
4. What do you understand by marketing myopia ?
5. What is market segmentation ?
6. What is consumerism ?
7. What is customer delight ?
8. Name the economic factors influencing buying behaviour.
9. What is meant by customer value ?
10. What is meant by customer satisfaction ? (10x2=20 Marks)
SECTION - B
Answer any five questions.
11. State the various buying motives.
12. State the factors affecting consumer behaviour.
13. The personality traits and attitudes are important guides to consumer behaviour. Discuss.
14. Write a note on customer retention.
15. How does demographic environment influence consumer bahaviour ?
16. What is observational research ? Give examples.
17. What are physical store attributes and why are they important ? (5x5=25 Marks)
SECTION - C
Answer any two questions.
18. What are the major stages in the consumer buying decision process ?
19. Discuss how companies retain current customers.
20. Explain the importance of customer relationship marketing.
21. How can customer satisfaction be measured ? Explain in detail (2x15=30 Marks)
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