Total No. of Questions 08] [Total No. of Pages 02
EXECUTIVE M.B.A. DEGREE EXAMINATION, MAY 2018
First and Second Years
A-MARKETING
Consumer Behaviour and Marketing Research
Time 3 Hours Maximum Marks :70
SECTION A
Answer any three questions. x 5 15)
Q1) Diversity of consumer behavior.
Family influence on consumer behavior.
Buying motives.
Nature of marketing research.
Experimental design.
Attitude measurement and scale.
SECTION B
Answer any three questions. x 15 45)
Q2) Explain concept and need for consumer behavior.
Q3) Discuss various consumer behavior models.
Q4) Discuss influence of social class and reference group on consumer behavior.
Q5) Explain the process of consumer decision-making process.
Q6) Discuss various methods of collecting data.
Q7) Explain major steps in designing a research problem.
SECTION C
(Compulsory)
Q8) Case Study:
The marketer has to learn about the needs and changing of the consumer
behavior and practice the Marketing Concept. Levi Strauss Co. were selling
jeans to a mass market and did not bother about segmenting the market till their
sales went down. The study into consumer behaviour showed their greatest
market of the baby boomers had outgrown and their needs had changed. They
therefore came out with Khaki or Dockers to different segments and comfortable
action stocks for the consumers in the 50 age group. Thus by separating the
market and targeting various groups and fulfilling their needs, they not only
made up for the lost sales but far exceeded the previous sales. They also targeted
the women consumers for jeans and both men and women started wearing jeans
in greater numbers. The offering given by the company must be enlarged to suit
various segments. For example Maruti Udyog Ltd. has come out with many
models. Maruti 800, Maruti Van, Zen, Alto, Wagon Versa Gypsy, Esteem,
Bolero and other models.
Questions:
Find consumer needs of various segments.
Position products (new existing) to these segments.
Develop strategies for these segments. Practice greater selectivity in
advertising and personal selling and creating more selective media and
distribution outlets.