Printed Pages : 3

Roll No .

576314(76)
6765~1(76)
MBA (3rd Semester)
Examination, Nov.-Dec., 2015
(New Scheme)
Consumer Behavior

Time Allowed: 3 hours Maximum Marks: 80

Minimum Pass Marks : 32.
Note: (i) Attempt all question~. .
(ii) The figures in the right-hand margin indicate
marks.
. Unit - I
1. Define Consumer Behavior in detail and discuss
the fol1ov,ing aspects : 16
(a) Diversity of Consumer Behavior
(b) Interdisciplinary nature of Consumer
Behavior
Or

Write detailed notes on :

(a) Consumer Gifting Behavior
(b) Consumer Buying Behavior

TC-284 (Turn Over)

 (2)

Unit - II
2. Explain the Howard-Sheth Model of buying
behavior in detail. 16
.Or

Explain Opinion Leadership and its process.

What is the motivationbehind opinion leadership?

Unit - III
3. What is Consumer Perception? Discuss
perceptual distortion in the context of consumer
behavior. 16

Or

What is Personality? Discuss the impact of

personality concept on consumer behavior.

Unit - IV
4. Discuss Con~umer Attitude in the light of the
following : 16
(a) ELM Model
(b) Relationship between Attitude and Behavior

Or
Discuss the role of consumer motivation. in
consumer behavior towards following products: 16
(a) Car
(b) Mineral water

TC-284 (Continued)
 (3 )

Unit - V
5. Define Social Stratification and discuss its impact
on consumer behavior towards purchase of--
(a) refrigerator;
(b) watch. 16

Or

Discuss the role of followi.ng In designing

persuasive communication :
(0) Family
(b) Friendship

TC-284 730