Ist INTERNAL EXAM

PGDM – III SEM (2009-10)

CONSUMER BEHAVIOR

TIME: 02:00 hrs MM: 60

Note: - (a) All sections are compulsory to attempt:-

SECTION – A (2*10)

(1) Which of the following is not a mean of effective motivation.

(a) Freedom of association (b)fair remunerations
(c) job satisfaction (d) Satisfaction

(2) Safety needs does not include.

(a) order (b) safety
(c) Goods (d) routine

(3) Which of the following needs is not a part of maslow`s

theory of motivation
(a) Ego needs (b) physiological needs
(c) Tolerable needs (d) social needs

(4) Herzberg two factor theory is based on two

factors__________ and ___________.

(5) Which of the following is not a involvement property.

(a) Intensity (b) direction
(c) persistence (d) response factor

P.T.O.
(6) Which of the following is not a part of consumer perception Q.4:- Define consumer perception process.
process.
(a) perceptual inputs (b) perceptual mechanism Q.5:- Define consumer behavior and self concept.
(c) perceptual processing (d)perceptual output
SECTION – C
(7) Which of the following is not a common perceptual error in a
consumer decision making process
(a) Halo effect (b) Stereo typing Q.1:- Case Study (10*1)
(c) Selective perception (d)Echo effect Tanishq- from Titan Industries

When the Rs. 415.13 Titan industries expanded from the watch
(8) Which of the following is included in innate needs
market in April 2005, where its Titan brand had been extremely
(a) food (b) water successful into designer jewellery with its Tanishq brand of watches,
(c) air (d) all of the above the company was obviously trying to appeal to the buying power of
the superrich. To begin with Tanishq offered 18 karat jewellery to
(9) Innate needs are also known as _____________. consumers who have traditionally purchased yellow 22 karat gold.
Also the European designers did not go down well with consumers
(10) Which of the following is a dimension of involvement who preferred chunky traditional jewellery. More important,
(a)antecedents (b) moderation factors however, not only was branded jewellery a super premium product at
(c) response factors (d) all of the above a price level that was 20 percent higher than that of jewellery. But
despite its avowed attempt to not only used newspapers for its
advertising—thus robbing the brand of media exclusivity—it also
SECTION –B built retailing system and ambience not vastly different from those it
had used for Titan. Repelled by the easy availability and lack of
exclusivity, although their budgets were no constraint, the superrich
Note:- Attempt any three:- (10*3)
responded lukewarmly to the product, forcing a pricing and
positioning rethink two years later.
Q.1:- Define reference groups and family influencers.
Questions:-
Q.2:- Explain the Howard-Sheth model of buyer behavior.
Q1. Where do you think the company went wrong in understanding
Q.3:- Explain the E.K.B. model of buyer behavior. the taste and preferences of the particular social class segment?

P.T.O. Q2. Can you suggest a communication programme that will appeal to
the target market in this case?