K.S.

SCHOOL OF ENGINEERING AND MANAGEMENT, BANGALORE - 560109

DEPARTMENT OF MANAGEMENT STUDIES
2 SESSIONAL TEST QUESTION PAPER 2019 – 20 ODD SEMESTER
SET-B

USN

Degree : MBA Semester : III

Batch : 2018 - 2020 Date : /10/2019
Course Title : Consumer Behaviour Course Code : 18MBAMM301
Duration : 90 Minutes Max Marks : 50

Note: Answer ONE full question from each part and Part C is compulsory

Q. K Level CO
Question Marks
No. mapping
PART-A
Define Motivation. 3 K1
1(a) CO3
(Remembering)
As a marketer, discuss the Maslow motive hierarchy used in K2
(b) developing marketing strategy with relevant examples. 7 (Understanding) CO3

Based on your own experience & observation, identify the

(c) various elements of perception that encounters consumer 10 K3 CO3
behaviour. (Applying)

OR
K1
2(a) What is Brand Personality? 3 CO3
(Remembering)
You are planning to buy a laptop for your office and personal K2
(b) use. Illustrate the various types of perceived risk that influence 7 (Understanding) CO3
on purchase. Outline the methods to handle risk.
Jackson wants to purchase refrigerator in Pai store, identify the
(c) Mc Guire’s psychological motives that influences on the 10 K3 CO3
purchase decision. (Applying)

PART-B
K1
3(a) State the elements of consumer learning. 3 CO4
(Remembering)
Explain the classical conditioning Pavlovian model and its K2
(b) 7 CO4
marketing implication. (Understanding)
The ITC wants to market its cigarettes in Saudi Arabia and K3
south Africa. However, the marketing manager wants to make a (Applying)
(c) 10 CO4
marketing research to identify the various elements of
consumer learning.
OR
 Define Attitude. List out the nature of attitude. 3 K1 CO4
4(a)
(Remembering)
Explain briefly the models of attitude. K2
(b) 7 CO4
(Understanding)
As a marketer of Consumer durables, identify the impact of K3
(c) Tri-component that influence on attitude of consumer 10 (Applying) CO4
behaviour.
PART-C
Case Study:
Marketers are now working to harness the new-found
communications power of their everyday customers by turning
them into influential brand ambassadors, Companies like Sony,
Microsoft and McDonald’s are now developing a new breed of
brand ambassador programs that organize and multiply K3
consumer to consumer interactions about their brands. 10 (Applying)
5 CO4
Marketers select their brand ambassadors very carefully, based
on customers’ devotion to brand and the size of their social
circles. For the ambassador, rewards include product samples,
gifts discounts and token cash payments. Perhaps most
important to many brand enthusiasts, they get inside access to
company’s information about new product and services about
to be launched. One such success story was Sony. Sony used
brand ambassadors to jumpstart the launch of its new GPS
camera, a high tech device that draws on satellite tracking
technology to let you record the exact location of every picture
you take and later map them out using Google maps. Out of
2000 or more online applicants, Sony picked only 25 brand
ambassadors. The ambassadors were given a free camera and
other equipment along with lesson on how to use them. They
were encouraged to show the camera to friends, associates, and
anyone else who asked handout discount coupons and blog
weekly about their travel and picture taking adventures on a
dedicated Sony micro site.
a) Based on your own understanding of reference groups,
determine how effective would brand ambassadors be as
reference groups for relatively expensive, infrequently bought
product and services?
b) In your view, in the Indian marketing context, is the concept
of brand ambassadors likely to succeed? Determine your
answer.

FACULTY HOD -MBA PRINCIPAL