SUBJECT CODE: MHA11 EXAM DATE: 21.11.2016
MSCB/NOV/16-17/ 03 /NC Page 1 of 3
ROLL No…………….
NATIONAL COUNCIL FOR HOTEL MANAGEMENT
AND CATERING TECHNOLOGY, NOIDA
ACADEMIC YEAR 2016-2017
COURSE 3RD Semester of M.Sc. in HA
SPECIALISATION Sales Marketing
SUBJECT Marketing Services Consumer Behaviour
TIME ALLOWED 03 Hours MAX. MARKS: 100

(Marks allotted to each question are given in brackets)

Q.1. Define the term 'Physical Evidence' and discuss the importance of physical evidence
for hotel and restaurant services.

Q.2. Give some examples of services that are high in credence qualities. How do high
credence qualities affect the consumer behaviour for these services?

Q.3. Discuss the various forms of consumer sales promotion schemes which can be used by
hotels. Give suitable examples in support of your answer.

Q.4. Identify the important buying roles which the members of a family can play in the
process of purchase by citing suitable examples.

Q.5. Discuss the application of life cycle marketing with suitable examples.
OR
What is organisational buying behaviour? Discuss the major influencing factors on
organisational buying.

Q.6. Explain the importance of branding of financial services by giving suitable examples.
OR
Explain the Howard Sheth Model of Consumer Decision Process.

SUBJECT CODE: MHA11 EXAM DATE: 21.11.2016
MSCB/NOV/16-17/ 03 /NC Page 2 of 3
Q.7. Define the term 'Service Quality' and explain the Gronroos Perceived Service Quality
Model.
OR
Discuss the Gaps Model of Service Quality by taking into consideration all the five
dimensions of service quality.

Q.8. What is the significance of Post Purchase Dissonance for a health club?
OR
How would the consumer decision making vary in respect of the purchase of a new
brand of mobile handset? Justify answer to information search, motivation and learning
context.

Q.9. Write short notes on any two of the following:
Zone of tolerance
Services marketing triangle
Trait theory of personality

Q.10. Choose the correct option:
Which among the following is not an element of physical evidence?:
Employee dress Employee training
Equipment Facility design
Difference between customer expectation and customer perception in called:
Customer delight Customer satisfaction
Customer gap Supplier gap
Which amongst the following is not a service?:
Banking Hotels
Tax preparation Computer software
The employee skills in serving the client may be described as:
Internal marketing External marketing
Relationship marketing Interactive marketing
Which of the following is not a tangible dominant?:
Detergent Investment management
Automobile Soft drink
SUBJECT CODE: MHA11 EXAM DATE: 21.11.2016
MSCB/NOV/16-17/ 03 /NC Page 3 of 3
According to PZB, the most important determinants of service quality is:
Responsiveness Reliability
Assurance Empathy
Which amongst the following is not an individual characteristic influencing
consumer behaviour?:
Culture Attitudes
Task definition Social class
(viii) Which amongst the following is not a component of personality?:
Family Behaviour
Traits All of the above
A set of shared values, attitudes, belief and other symbols is called:
Reference group Culture
Group influence Motivation
An individual's non-living or interacting and acting pattern is called:
Life style Personality and self-concept
Social class None of the above
(10x1=10)