PG – 709

*PG709*

III Semester M.B.A. (Evening) Degree Examination, January 2013 (2007-08 Scheme) MANAGEMENT M-1 : Consumer Behaviour Time : 3 Hours

Max. Marks : 75 SECTION – A

1. Answer any six questions. Each question carries two marks.

(6×2=12)

a) Explain the concept of self concept. b) What do you understand by the term ‘brand image’ ? c) What is meant by consumer socialization ? d) Distinguish between reference group and opinion leadership. e) What do you mean by social class ? f) How do you understand the term ‘attribution theory’ ? g) Differentiate between transactional marketing and relationship marketing. h) What is cognitive dissonance ? SECTION – B Answer any three questions. Each question carries eight marks.

(3×8=24)

2. What is meant by perception ? Explain in detail dynamics of perception in consumer behaviour. 3. Discuss the importance of family in Indian context with reference to purchasing decisions. 4. Explain with suitable example a model of consumer decision-making. 5. What is e-business ? Explain how on-line buying behaviour differs from offline buying behaviour. 6. What is motivational research ? Explain the role of research in consumer behaviour.

P.T.O.

*PG709*

PG – 709 SECTION – C Answer any two questions. Each question carries twelve marks.

(2×12=24)

7. Explain with suitable examples the role of consumer behaviour in the field of marketing. 8. Discuss with appropriate examples relevance of motivation theories in the field of consumer behaviour. 9. What is meant by consumerism ? Trace out the working of institutions for consumer protection. SECTION – D 10. This Section is compulsory. It carries 15 marks. The United States is in the midst of a recession. Because consumers are tightening their belts, they are substituting restaurant meals with ‘takeout.” Consequently, supermarket chains are increasing their prepared-meal offerings in the hope that consumers will purchase “restaurant quality” meals from them. Whole Foods, one of the leaders in this effort, has increased its offerings of prepared meals for two and four people. The chain will even place a complete meal (for two or four), consisting of several courses, in a brown bag, allowing consumers to quickly purchase dinner and be on their way. Other supermarket chains are following the lead of Whole Foods. For example, safeway has expanded its prepared food line to more than 50 stores, Kroger has installed Bistros in 12 of its outlets, and Supervalu rolled out a line of privatelabel prepared foods, including frozen pizza, in its almost 2,500 stores. According to a recent NPD Group research report, consumers purchased 5 percent of their takeout dinners in grocery stores in 2003, but 6.3 percentage in 2007. Other research shows that by the end of 2008, 38 percent of consumers claimed to be eating more meals at home, with 8 percent indicating that they are eating more prepared meals. Questions : 1) Who do you believe to be the type of person or family that grocery stores are targeting with their prepared meals for takeout ? 2) Let’s assume that one of a consumer’s local supermarkets offers takeout meals that she and her family enjoy. What other benefits to the store might accrue as a result ? _______________