GULZAR GROUP OF INSTITUTIONS

LUDHIANA
MBA/IIIrd/MST/Nov-2023

Roll Number…………. Date of Exam: Nov 25, 2023 (M)

Subject Code: MBA 921-18 Subject Name: Consumer Behaviour
Time: 1:30 hr Max. Marks: 24

Instructions:

● Section-A is compulsory.

● Section-B carries 3 questions, attempt any 2 questions.

● Section-C carries 2 questions, attempt any 1 question.

● Students are not allowed to leave examination hall before completion of 1.00 hour

Section-A (2x4=8 marks)

Q.1 Outline the profile of consumer innovators.

Q2. What is Cross-Cultural Consumer Behavior?

Q3. How the family life cycle stages influences an individual’s consumer behavior?
Q4. What are the major types of reference group appeals in common marketing usage?
.

Section-B (4x2=8 marks)

Q1. Take the example of a television purchase by your family. Explain the decision process with the help of Howard
Sheth Model.
Q2. “Marketers are aware of the power opinion leadership exerts on consumers and they deliberately attempt to
stimulate opinion leadership.” Comment on this statement by bringing out the firm's promotional strategy with regard
to opinion leadership.

Q3. How are cultural values relevant to a marketing practioner?

 Section-C (8x1=8 marks)

Globally recognized telecommunications company marketing state of the art telecommunications equipment plans to
expand its businesses in India. The company is currently in the process of developing a new generation type of mobile
phones. However, investment to develop the technology and market the product is substantial. As part of the development
process, the company is eager to find out more about potential customers for this product. In particular, they are interested
in finding out how customers will respond to this concept. The company has hired you as a consultant due to your
expertise in the area of consumer behaviour.

Questions
1. What are various bases of market segmentation you would propose to segment Indian telecommunication consumer
market? Elaborate.
2. Critically examine the steps you would recommend in the diffusion of innovation of the new telecommunication
equipment, with illustrations.