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Time: 3 hrs.
Max. Marks: 100
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Note : Answer any FOUR qaestionsfrom Q.No.l to Q.No.7.
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Define collsumer behavior.
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What is brand personality?
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Define communication.
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What is social class mobility?
5
What do you mean by reference group?
6
What is diffusion of innovation?
(03 Marks)
7
What is consumer research?
(03 Marks)
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consumer. Explain the consumer research process.
Differentiate
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customer and
(07 Marks) (07 Marks)
implications. (07 Merks) 4 . {isduss the various advertising appeals effective in persuading target audience. (07 Merks) 5, ' Describe the traditional family life cycle. (07 nlarks) 6 Explain the characteristics ofculture. (07 Marks) 7 Who is opinion leader? Discuss the role of opinion leaders.in influencing purchase behavior. Expl*irt.Maslow's hierarchy needs and explain its marketing
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SECTION - B Note : Answer any FOUR questions from Q.No.I to Q.No.7.
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What is consumer right? Explain its
2
Explain in detail the four views of consumer decision
Mention the application of classical conditioning theories that marketers can incorpoiate.
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Briefly discuss the social class categories in
6
Explain the types of reference groups with a suitable
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Mention the various stages of the adoption process. How can marketers use this information to
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SECTION - D CASE STUDY - t Compulsory
(10 l\tarks)
(10 N{arks)
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Where db-'ybu think the company went wrong in understanding the taste and preferences of the particular social class segment? (10 Marks) Can you suggest a communication programme that will appeal to the target market i1i this case'J
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When the { 415.13 Titan industries expanded from the watch market in Aprilg1,where its Titan brand had been extremely successful into designer jewellery with its Tanishq bralcl of watches, the company was obviously trying to appeal to the buying power of the superior. To begin with Tanishq offered 18 karat jewellery to consumers who have traditionally purchased yellow 22-karat gold. Also the European designers did not go down well with consumers rvho preferred chunky traditionat jewellery. More important, how.r.r, not only was branded jewellery a super premium product at a price level that was 20 percent higher than that ofjewellery. But clespito its avowed attempt to provide an exclusive product, the company not only used ,.rn rpupers fbr its advertising thus robbing the brand of media exclusivity -it also built retailing systern and ambience not vastly different from those it had used for Titan. Repelled by the easy availability and lack of exglusivity, although their budgets were no constraint, the superrich responsed lukewarmly to'the product, forcing a pricing & positioning rethink two years later.
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Your body is an amazing machine, and food is the fuel. Choosing your. breakfast cereal wisely helps you put the best fuel in your body and will keep your body. running at its best. Page 3 of 84. Consumer Decision Materials Study Materials 2014-2016-1
2 Mr. Harish retired on 31" Jan 2016 from a private company after 30 years a d I months of. service. .... surgical instrument is allowed @ 15% and book rcA%.
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