1. 2006
CONSUMER BEHAVIOUR
Maximum : 60 Marks
Time : Three Hours
Section A
Answer any six questions.
Each question carries 2 marks.
Write short notes on the following :—
1. Meaning of Consumption.
2. Sensation and Perception. .
3. Classical vs. Instrumental conditioning.
4. Perceptual positioning.
5. Cognitive learning.
6. Motivational Research.
7. Multi-attribute model.
8. Nature of opinion leadership.
9. Socio-economic class structure in India.
10. Organisational buying behaviour.
Section B
Answer all questions. Each
question carries 10 marks*
( 6 x 2 = 1 2 marks)
11. (a) Explain the consumer buying decision process model.
Or
(b) Enunciate the different pre-purchase purchase, and post-purchase issues that arise during the
different stages of consumer buying process.
12. (a) Illustrate any two marketing applications of Behaviour Learning Principles.
Or
(b) Illustrate using an example, how do the reference groups relatively influence the purchase
intention of the customers.
13. (a) Briefly explain the process of culture production.
Or
(b) What do you understand by the concept of Self ? What are the different levels of 'extended self
?
- (3 x 10 = 30 marks)
Turn over

2. Section C (Compulsory question)
Although business markets are similar in many ways to consumer markets, there are significant differences.
What are the similarities/differences that you might encounter while making an attempt to sell (to the business
market versus the consumer market) the following three products ?
(i) Personal computer, (ii)
Photocopying machine. (iii) Paper clips.
(1 x 18 = 18 marks)