[Sept-18]

[MMM-841/ MPIBA-MM-1001/MPIBA-MM-1301A]
MBA, MBA (CMU) & IMBA DEGREE EXAMINATION
IV TRIMESTER / XTRIMESTER / XIII TRIMESTER
CONSUMER BEHAVIOUR
(MBA: Effective from the admitted batch 2015–16)
(IMBA: X Trimester Effective from the admitted batch 2014–15)
(IMBA: XIII Trimester For the admitted batches 2012–13 & 2013-14)
Time: 3 Hours Max.Marks: 60
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Instructions: All parts of the unit must be answered in one place only.
Figures in the right hand margin indicate marks allotted.
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SECTION-A
1. Answer any FIVE of the following:
Each answer should not exceed one page. (52=10)
a) ‘Consumerism’
b) Marketing Strategy
c) Personality
d) Attitude Change
e) Cognitive Learning
f) Cross Cultures vs Sub-Cultures
g) Consumer post-purchase dissonance
h) Attributes of a product
SECTION-B
Answer the following: (58=40)
UNIT-I
2. a) State the difference between (i) Consumer Behaviour and
Consumption Behaviour (ii) Consumer Behaviour and buyer
behaviour
OR
b) Discuss the application of knowledge of consumer behaviour in
making decision
UNIT-II
3. a) Discuss the role of personality in consumer behaviour
 OR
b) Define attitude. Explain the components of attitude and also
explain the factors influencing attitude formation
UNIT-III
4. a) Explain (a) Instrumental Conditioning (b) Involvement Theory
OR
b) Discuss in detail behavioural learning theories
UNIT-IV
5. a) Discuss the role of social-cultural dimensions in consumer behavior
OR
b) Define culture. What are the important characteristic of culture that
reflects its nature?
UNIT-V
6. a) Explain the model of high and low involvement of the consumer
in the purchasing process
OR
b) Discuss the post- purchase behaviour of a consumer. Illistrate with
an example
SECTION-C
7. Case Study (Compulsory): 10
Now-a-days children who are lured by advertisements are pressing
their parents to eat out. This motivates entrepreneurs to start fast food
restaurants. These restaurants serve busy customers who like to satisfy
their hunger quickly and also enjoy the variety of food items offered.
That is why fast food restaurants are very popular in all towns and
cities.
A leading restaurant in Tirupathi seeks to know the opinion of the
customers over the services rendered by it. Conduct a survey using
structured questionnaire and tabulate the result.

Questions:
a) What are the traits and opinions that may be sought from
respondents?
b) Give your conclusions of the study
[51/IV T/218]
[41/XIII T/318]