Roll No. Total No.

of Pages 02
Total No. of Questions 17
MBA (2018 Batch) (Sem.-3)
cONSUMER BEHAVIOUR
Subject Code MBA 921-18
M.Code: 76894

Time 3 Hrs. Max. Marks 60

INSTRUCTIONS To CANDIDATES
1. SECTION-A contains EIGHT questions carrying TWO marks each and students
has to attempt ALL questions.
2. SECTION-B cons ists of FOUR Subsections Units-1, II, Il & IV. Each Subsection
:
contains TWO questions each carrying EIGHT marks each and student has to

attempt any ONE question from each Subsection.

3. SECTION-C is cOMPULsORY and consists of ONE Case Study carrying TwELVE
marks.

o m
Write short notes on the following: .r c
SECTION-A

1. Motivation
p e m
. Ego Involvement
a o
3. Trait
r p .r c
. Self Concept
b
CognitiveDissonance
p e
Emotional Arousal

p a
7.

8.
Congruity Theory
Drive Theory
b r
SECTION-B
UNIT-I
revolution and mobile phone revolution on consumer
9. What is the impact of the digital
behavior?
behavior. Describe the factors that determine consumer buying
10. Explain Consumer buying
behavior.
$32) 139
1
 UNIT-II
11. Define personality. What are the differences ofthe trait and the psychoanalytic theory of
personality?
12. Define learning from the marketing point of view. What are the essential features of
Classical Learming approach?
UNIT-II
13. Illustrate how the process of a complex buying decision might operate for :

a) A college student who wants to buya home computer.

b) For you.
14. What is a reference group? What are various factors which are important in reference
group influence?

UNIT-IV

15.
m
What are learning constructs and perceptual constructs? Briefly explain.

o
.r c
16. Define the following:
a) Nicosia Model

b) Diffusion Process
p e m
a o
r p SECTION-C
.r c
17. Case Study: b p e
a
A car making company is deciding to make flying cars in India. You are required to

p
b r
a) Explain the motivation of consumer in buying this car and your way to promote it.

b) Segment, targeting and position the flying car in Indian market.

c) Explain how the diffusion of the idea will be facilitated by you?

NOTE: Disclosure of Identity by writing Mobile No. or Making of passing request on any
page of Answer Sheet will lead to UMC against the Student.

21 532 139