CONSUMER BEHAVIOUR-KANNUR UNIVERSITY

          III Semester M.B.A. (Regular) Examination, January 2016
                                      (2014 Admn.)
                             Elective -1 : MARKETING
                     MBA  3E01 : Consumer Behaviour

         Instruction : Answer all the Sections,

                                                   SECTION-A
Answer two questions .Each question carries 13 marks.
1   a)What changes have take place in Indian economy and society during the
         last two decades ? In what way these changes are  effecting the buying
         behaviour of consumers in India ? Explain with appropriate example.
                        OR
     b) It is that excessive fragmentation of demand has been responsible for
         weakening of consumer movement in India. Do you agree ? Why ? Explain
         with examples.
 2  a) What is consumer modelling ? Discuss the models of Haward-Sheth and
          Nicosia. How do they help us in understanding consumer behaviour ?
                                OR
     b) Compare and contrast Haward-Sheth and EKB (Engel-Kollat-Blackwell) models
          of consumer behaviour .Are they relavant in understanding the behaviour of
          Indian consumers ?Elaborate .
                                                  SECTION-B
 Answer any six questions in this Section . Each question carries 9 marks (1 mark
          for Part (a), 3 marks for Part (b), and 5 marks for Part (c)).
 3   a)Differentiate between Family and Household.
      b)How are children socialised  as consumers by family ?
      c)Discuss the major functions of family that are relevaent to understand consumer
         behaviour .
 4   a) What is a comparative reference group ?
      b) In what way consumer-action group influence consumer buying decisions ?
      c)Discuss with examples different celebrity appeals.
   
5.   a)Who is an opinion leader ?
      b)What are the needs of opinion leaders ?
      c)Bring out the differences between surrogate buyers and opinion leaders .
 6.  a)Define culture.
      b)Differentiate between enculturation and accultuation .
      c)Describe briefly the consumer segments based on VALS Scheme of
         segmentation.
7.   a)What is Value perception ?
      b)What factors lead to consumer expectaions ?
      c)Discuss the factors that increase post-purchase anxiety in consumers.
 8.  a)What is perceptual mapping ?
      b)How does a consumer decide the criteria for evaluating a brand ?
      c) Discuss the source that help consumers to get information on different brands
          in the market.
 9   a)What is brand personality ?
      b)Briefly explain the relationship between Gender and Product personality .
      b) Discuss with examples the relationship between brand and different concepts
          of self-image.