DU SOL M.Com Question Paper 2nd Year 2018 Sem 4 Consumer Behaviour

This question paper contains 3 printed pages]

Your Roll No.

4106

M.Com. Semester-IV (NC) G

Paper MJ-413

(Consumer Behaviour)

Time : 3 Hours Maximum Marks : 100

(ryrite ),our Roll No. on the top immediately on receipt o;f this question paper.)

l// questions carry equal marks'
l. Give reason for any .four of the following : 5,5,5,5

(a) Decisions processes are consumer specific and not the
product specific.

(b) Power structurri suggests the way reference group
influences consumer choices.

(c) Consumption decisions are based on cognitive learning.

@ Purchase is a learned behaviour.

(e) Understanding consumer behaviour allows for movement

towards one-to-one marketing.

(/) Understanding learning behaviour of consumers helps the

marketer in brand extension.

P.T,O.

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2. Attempt any tv,o of the following : 10,10

(a) State the importance of understanding consumer
behaviour ?

(b) Why family rather than individuals should be the unit
of analysis in consumer behaviour studies ? Do Children
have the influence on buying decisions ? Explain.

(c) Explain instrumental conditioning as a basis of learning.
Suggest some applications of instrumental conditioning

as a part of marketing strategies.

J. Attempt any two of the following : 10,10

(a) Explain the factors contributing to the rise in cross-cultural

studies. What could be the issues affecting the cross
cultural research.

(b) How can a study of consumer behaviour benefit from
using models ? Explain major contributions of Howard
and Sheth Model.

(c) Write a note on decision-making as a passive man.
4. Attempt any two of the following : r0,10

(a) In the context of technological advancements impacting
consumer.decision-making, explain the changing profiles

of Indian consumer for their decision to buy second
hand used car.

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(b) Explain personality as a factor influencing consumer
behaviour. Describe Freudian and Neo-Freudian theory

to explain the effect of personality on decision-making.

(c) What is Consumer Socialization ? Explain the role of

family as a socialization agent.

Attempt any two of the following : 10,10

(a) Explain various methods of qualitative research used in

consumer research process by marketers.

(b) Explain the factors influencing stimulus perception. In
what ways does a marketer ensure sensory adaptation ?

(c) Write short notes on the followins :

(, Ethnocentrism and consumer purchase intention.

(ii) Materialism as a personality trait.

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