New Delhi Institute of Management
CONSUMER BEHAVIOUR AND MARKETING COMMUNICATION
MBA IIIrd Sem.
Model Question Paper 1
2011
Max. Marks: 100 Max. Time : 3:00 hours
Note: The question paper contains three Sections. All Sections are compulsory.
Part-A
Answer the following questions in 50-75 words each. 10x 2 = 20
Q-1 Define consumer behavior and describe its relevance in marketing decision making.
Q-2 How would you formulate the Marketing Strategy for consumer behaviour?
Q-3 Discuss and illustrate the Input, Output Process Model by means of a diagram.
Q-4 What is a Reference group? Explain the Types of Reference group.
Q-5 What is an advertising agency?
Q-6 What do you mean by advertising campaign?
Q-7 What is E-Business?
Q-8 What is the need to protect the consumer?
Q-9 Discuss the situational factors in buying.
Q-10 What are various sets for making the choice of a brand?
Part-B
Answer Any Three questions in 100-200 words each. 10x 3 = 30
Q-1 What is Segmentation? What are its bases?
Q-2 Explain culture and its characteristics.
Q-3 What are the classifications of adopters?
Q-4 What is the importance of motivation in consumer behaviour?
Q-5 Describe briefly the influences that affect or alter brand choices.
Part-C
Answer the following questions in 300-500 words each. 10 x 5 = 50
Q-1 How does the external environment help and influences the individual determinants in
consumer behaviour?
Or
What are factors affecting the influence of reference groups? What are the bases of social
power?
Q-2 How is consumer behaviour influenced by relationships within families? Discuss with
context to various family types.
Or
What are various types of diffusion? List and explain the factors that are responsible for the
spread of innovation
Q-3 What are the sources of information and the factors leading to high and low information
search?
Or
What are the factors leading to satisfaction and dissatisfaction and, what are the responses of
a dissatisfied customer?
Q-4 What do you mean by Promotion Mix? Describe all its elements.
Or
Describe the advantages and disadvantages of advertising and other promotional tools.
Q-5 What do you mean by appeals? What are different types of appeals? Illustrate with
example.
Or
What is Motivation? Explain Two Factor theory of Motivation.