Registration No.
:__________________
PNR No:: DEM507518
COURSE CODE : DEMKT509
COURSE NAME : CONSUMER BEHAVIOUR
Time Allowed: 03:00 hrs [Link]: 80
1. This question paper is divided into two parts A and B.
2. Answer all the questions in serial order.
3. Part A contains 10 questions of 2 marks each. All questions are compulsory.
4. Part B contains 10 questions (Questions 2 to 11) of 10 marks each, attempt any 06 questions out of 10.
Attempt all parts of the selected question. Only first 06 attempted questions would be evaluated.
5. The student is required to attempt the question paper in English medium only.
6. Simple non programmable calculator is allowed.
PART A
Q1(a) Why is consumer behaviour research critical for product development?
(b) How does cultural diversity impact consumer behavior in a global market?
(c) How does the adoption of new technology relate to the diffusion of innovation theory in
consumer behavior?
(d) Define perception in the context of consumer behaviour
(e) Define the role of personality in marketing practice.
(f) How does an individual's self-concept influence their consumer decisions?
(g) Define the concept of evaluation criteria in consumer decision-making.
(h) Define attitude-based choice and its role in consumer decision rules.
(i) Define consumer commitment and its role in post-purchase satisfaction.
(j) How do marketing regulations impact the advertising industry?
PART B
Q2 Discuss how understanding consumer motivation can help businesses design effective
marketing campaigns that resonate with their target audience.
Q3 Discuss how businesses can use lifestyle segmentation to create marketing strategies that
resonate with specific consumer groups. Share real-world examples of companies employing
lifestyle-based marketing effectively.
Q4 Explore how external factors, such as changes in the environment or social influences, can
lead to the recognition of consumer needs or problems. Provide practical example.
Q5 Discuss the factors that influence whether consumers actively use or fail to use a purchased
product, and how businesses can address this in their marketing and product design. Provide
practical examples of products that have succeeded or failed in this regard.
Q6 Analyze the Consumer Protection Act and its significance in consumer behaviour. Discuss the
key provisions of the act, how it safeguards consumer rights, and its impact on businesses.
Q7 Explore the relationship between consumer characteristics and outlet choice. Discuss how
factors like demographics, psychographics, and consumer behaviour traits influence the selection
of retail outlets.
Q8 How can businesses leverage their understanding of consumer behavior to develop effective
market strategies that resonate with their target audience?
Q9 Explain the role of culture in shaping consumer behavior. Discuss how cultural values, norms,
and beliefs influence consumer preferences.
Q10 Analyze how social identity theory and the self-concept relate to the way individuals are
influenced by reference groups in their consumption decisions. Provide real-world examples to
illustrate these psychological processes.
Q11 Discuss the importance of brand image and positioning in consumer behavior. Explain how
businesses build and maintain brand image and how this impacts consumer preferences.
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