Subject: Consumer Behaviour Total Marks: 60
Duration: 3 hrs Date: 12/01/2024
Note: 01 0s compulsory -20 marks
Answer any 4 question out of remaining 5 questiong, all of which carry 10 marks each.
1. Consumer goods are the fastest-growing category for its quick commerce business. Initially,
quick commerce brands just focussed on serving impulse grocery needs, but now they have
changed their way to serve regular planned purchases too. Major players like Zepto, Blinkit,
Swiggy Instamart, and BBNow are expanding their offerings in gifting, makeup, ready-t0-eat,
baby care, pet care, meat, poultry and more to cater to a wider range of consumer needs and
preferences.
Through interviews with brands like Bombay Shaving Company, Bevzilla, iD Fresh Food, and
Plum, it is evident that O-comm business contributes approximately 10-35% of online revenue
for different brands. Aditi Handa, co-founder of The Baker's Dozen, an artisanal bakery, states,
"In our category, once the customers figure out a product in the physical store, then they tend
to buy again on the quick commerce platforms rather than visiting a store. It works well in our
category, as there is no need to touch and feel the product," Baker's Dozen makes 60-65% of
its online sales on Q-comm platforms. Deepti Karthik, fractional CMO, SuperBottoms, says,
"In the diaper category, there are a lot of unplanned purchases. We target customers who're
buying other products, and eventually get trails from them." She points out that a lot of gifing
happens in the quick commerce segment. "Gift packs can be a great solution our brand can
leverage."
a) What is Consumer Learning? Explain Consumer Learning in the context of this phenomenon
(10 marks)
b) Which consumer learning theory you feel can apply to this context and why? Justify your
answer (10 marks)
2. Explain various psychogenic nceds and their characteristics. Provide illustration of how
companies can create promotional campaigns by highlighting these nceds. (10 marks)
3. What are Trio of Needs? Pick an advertisement of your choice and elaborate how it taps on
any of the two needs. (10 marks)
4. Explain Freudian Theory with relevant example. (10 marks)
s. What is Perceived Risk? Elaborate with example how perceived risk impacts consumption
choice of consumers. (10 marks)
6. What is Perceptual Interpretation? What can be the various perceptual interpretation of the
consumer for the following advertisement of HERO LECTRO E-CYCLES? (10 marks)
Tagline: If Cars Could Dream
KOHINOOR BUSINESS SCHOOL
Business Schoot
KBS
MOy you prospor and grow
MMS -lind Year: Semester- |l|
End Term Examinations Batch 2023-25
Subject: Consumer Behaviour Total Marks: 60
Duration: 3 hrs Date: 18/11/2024
Note
# Question No. 1 is compulsory and carries 20 Marks
# Attempt ANY 4 Questions from Q2 to Q7and carries 10 Marks each
Q1 "Every consumer purchase decision process starts with a perceived need or a
problem recognition and may end up with a purchase decision" - Discuss .
What are the other influential factors which affect the purchase
decision processes?
Q2 Differentiate between Value retailing and Life-style retailing? What is the ideology
of visiting these two different types of stores ?
a3 Discuss different Family Life Cycle stages and different products consumed in
those stages
Q4 Explain ANY 2 of the following
a Super Centre
b Department Store
c Super market
Q5 Discuss the influences of 4P's on consumer buying behaviour with detailed
discussion on ANY ONE of the 4, Ps
Q6 Differentiate between ANY 2 of the following, with respect to Consumer Buying
behaviour and Industrial Buying behaviour
a Channel Characteristics
b Service Characteristics
c Promotional Characteristics
Q7 Write Short Notes on ANY 2 of the following
a Factors to be considered while opening a new Store
b Customer Satisfaction Measures
c Types of Customers in retail outlets
-The End-
KOHINOOR BUSINESS SCHOOL
Kohinoor Businea Schoot
KBS
MMS-Iind Year: Semester- I|
End Term Examinations Batch 2021-23
Subject: Consumer Behaviour Total Marks: 60
Duration: 3 hrs Date: 13/01/2023
Q1. Compulsory Question 20 Marks
Case Study- The Future of Retailing
1. Greater competition and new types of retailers is making it harder to improve sales
and market share. Consumer demographics, lifestyles and shopping patterns are also
changing rapidly.
Retail is almost a war like scenario and casualties are mounting. Going-out of business
signs and constant promotions are making things difficult for retailers. To remain
successful they must keep changing and adapting. Retail now is much more than
assortment of goods.
The Pandemic reflects a fundamental change in consumer attitudes. Consumers will
continue to demand more value long after the economy improves. Consumers are also
careful about what, where and how they shop. Consumers have to be convinced that
they are getting more for their money. The free spending consumer is now faced with
increased child rearing expenses. The price-value equation making consumers re
think many purchases.
Questions:
1. What changes in consumer behaviour are impacting retailing? (8 marks)
2. Identify new opportunities in retailing and how should marketers address them?
(Amarks)
3. How important is service mix in product decisions? (4marks)
4. What ind of consumer research is appropriate for retailing? (4
marks)
Attempt any four from the remaining six questions - 5marks each (5 X2) 10 Marks
Q2. Any two from a, b or c
a) What type of buying decisions behaviour women exhibit when purchasing
Jewelery?
How is virtual entertainment changing consumer behaviour?
c) Define perception. What is selective attention, selective distortion and
selective retention?
Q3. Any two from a, b orc
a) In recent years, the marketplace is flooded with sports drinks and non-alcoholic
beverages. What could be the reason?
b) Define lifestyle. Briefly state the various patterns of lifestyle
c) What are the variables used for segmenting consumer markets and how do these
variables influence buying behaviour?
Q4. Any two from a, b or c
State the four different types of consumer buying behaviour
b) Why is it difficult for consumers to evaluate the quality of services than the
quality of products?
c) What do marketers need to keep in mind while designing marketing programs to
meet the unique needs of consumers in various markets across borders?
Q5. Any two from a, b or c
a) What are some of the major economic factors that influence consumer
behaviour?
b) What is the learning from the pandemic for marketers? What marketers have
understood and how are they influencing consumer behaviour?
c) How is a variety seeking Consumer usually influenced by marketers?
Q6. Any two from a, b or c
a) Briefly state some cultural shifts in consumer behaviour?
b) What type of buying decisions behaviour women exhibit whle buying
cosmetics?
c) When designing the advertising for a health beverage, which would you find
more helpful:
Information about consumer demographics or Consumer lifestyles
Give examples for each type of information. 3/ 26
Q7. Any two from a, bor c
a) How do teenager's cultural, social, personal and psychological characteristics
affect their consumer behaviour with respect to cell phones?
b) Consumer Aditya's brand beliefs about Cell Phones. Predict which brand
would he favour?
Cell Phone Make Features &Quality Ease of Use Size Price
6 4
Samsung 10
9 8
Oppo
6 10 5
Vivo
3 7 8
Xiaomi
of price, a high number
The number 10 represents the highest desirable score. In case
would mean low cost, which makes the phone more desirable on price.
of use, 20% to size and 10% to price.
Let's assign 40% importance to features, 30% to ease
Subject: Consumer Behaviour Marks: 60
Instructor: Prof. Venkat Iyer
Q1. Compulsory Question 20 Marks
Consumer matters in defining product policy. Companies try hard to segment the total
market by targeting their offerings to one or more subgroups of buyers within the total
universe.
What are the variables used for segmenting consumer markets and how do these
variables influence buying behaviour?
Attempt any four from the remaining six questions - 10 Marks
Q2.
a) Increasingly many Indians are changing to a healthier lifestyle. What changes in
lifestyle is influencing consumption of health supplements
OR
b) What type of buying decisions behaviour women exhibit while buying
cOsmetics?
Q3.
a) What are some of the tangible and intangible benefits consumers seek from
consumer durables like televisions?
OR
b) Distinguish among beliefs, values and customs. Illustrate how the clothing a
person wears at different times or different occasions is influenced by customs.
Q4.
a) Why are companies increasingly introducing green products and engaging in
ecologically friendly practices?
OR
b) You are the V.P Marketing of a large soft drink company. Your company's
advertising agency is in the process of negotiating a contract with a hugely
popular leading actress. Discuss the reference group factors that you would
consider before the celebrity is hired
05.
a) Why is it difficult for consumers to evaluate the quality of services than the
quality of the products?
OR
b) A marketer of health foods would like to segment the market on the basis of
self image. Describe how the marketer can do so
Q4.
a) Why are companies increasingly introducing green products and engaging in
ecologically friendly practices?
OR
b) You are the V.P Marketing of a large soft drink company. Your company's
advertising agency is in the process of negotiating a contract with a hugely
popular leading actress. Discuss the reference group factors that you would
consider before the celebrity is hired
Q5.
a) Why is it difficult for consumers to evaluate the quality of services than the
quality of the products?
OR
b) A marketer of health foods would like to segment the market on
self image. Describe how the marketer can do so 7/ 26
Q6.
a) ) International Marketers suggest that companies should think globally and act
locally- Explain with one example
OR
b) What is lifestyle? Describe the various patterns of lifestyle
Q7.
a) What are the market environmental changes that impact consumer
behaviour?
OR
b) What is meant by adoption process? What are the stages in the adoption
process?