M.B.A. DEGREE EXAMINATION, NOVEMBER/DECEMBER 2017.
Third Semester
CONSUMER BEHAVIOR

2 90136
Time 3 Hours Max. Marks 70
SECTION — A
Answer any FIVE questions. 12 60 Marks)
1. Discuss the problem involved in buyer behavior study.
2. Explain various buyer behaviour models.
3. Discuss various factors influencing consumer behavior.
4. What is personality? Explain its influence on buying behaviour.
5. Explain the influence of culture, sub-culture and cron cultural aspection buying
behavior.
6. Explain consumer decision making process in detail.
7. Write about product usage rates and expenditure pattern.
8. Discuss consumer behavior application to profit marketing.
SECTION — B
9. Case study (Compulsory)
Vits Foods Pvt. Ltd. manufacture biscuits, chocolates and drinking chocolates.
They started business sixty years back in the small scale. By hard work the
company has reached the present level of turnover at Rs.300 lacs.
Against the large scale competition from 'Cadbury'. 'Britannia' and the
company has performed well. The prime consideration is given to the quality of the
product. It has, however, been noticed that company is yet to accept the concept of
professional management fully. The company should do even better than what they
are doing presently but for the inadequate marketing strategies Mr.R.Mishra
Marketing Manager was thinking of making a big entry into the markets for food
drinks. For last one year or so, lie was noticing the high pitched advertisements
coming on T.V. from such brands Boost, 'Complan' and 'Nutramue'. He was
particularly impressed by the advertisement approach used by the latter.
Mr.R.Mishra, however, felt that he must offer some new concept in the product
formulation as against the traditional one. In his own family as well as others he
had found that the present product in granule or poweter form posed quite a few
problems. The main one was that of spoilage if a wet spoon is used. The product
used to get solidified. Using a can for packaging also increased the cost. In
consultation with his R D Manager, Mr.R.Mishra he was contemplating the
development of food drink in a paste form. This should be offered in plastic or
aluminum tube.
Questions:
How would you test this concept for acceptability?
How would you position the product in the market? and
Do you think the new concept of product formulation will meet consumer
expectations?
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