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ABMT/M05: Consumer Behaviour Paper: MM-304

This document appears to be instructions for a consumer behavior exam with 8 questions covering various topics in consumer behavior. The questions cover: 1. Definitions of opinion leaders, reference groups, brand personality and self-concept. 2. Reasons why consumers resist change and the use of celebrities and testimonials. 3. Principles of perception and how marketers can use them. 4. Definition and study of social classes. 5. Definition of persuasive communication and how it changes consumer attitudes. 6. Definition and usefulness of psychographics for marketing. 7. Definition of consumer behavior and how understanding it helps marketing. 8. Definition of personality and implications for marketing

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41 views

ABMT/M05: Consumer Behaviour Paper: MM-304

This document appears to be instructions for a consumer behavior exam with 8 questions covering various topics in consumer behavior. The questions cover: 1. Definitions of opinion leaders, reference groups, brand personality and self-concept. 2. Reasons why consumers resist change and the use of celebrities and testimonials. 3. Principles of perception and how marketers can use them. 4. Definition and study of social classes. 5. Definition of persuasive communication and how it changes consumer attitudes. 6. Definition and usefulness of psychographics for marketing. 7. Definition of consumer behavior and how understanding it helps marketing. 8. Definition of personality and implications for marketing

Uploaded by

Mayank Goyal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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ABMT/M05

Consumer Behaviour Paper : MM-304


[Time: Three Hours] [Maximum Marks :70] Note:- Attempt FIVE question in all. Question No. 1 is compulsory. All question carry equal marks. 1. (Compulsory)Give short answers to each of the following questions:a. Who are opinion leaders? b. what is meant by Reference group? c. Explain the concept of Brand personality and Self concept. d. Why consumers resist change? e. Celeberities and testimonials as references. f. Psychographics and life styles. g. Cognitive dissonance. 2. Explain the principles of Perception.How can marketers use these to have a positive perception in their favour? 3. What do you understand by Social Classes?Why should marketes study these? 4. What is Persuasive Communication ?How does it help in changing attitudes of the consumers? Cite suitable examples. 5. What do you mean by Psychographics? Why is consumer psychographics information considered to be more useful for marketing planning? 6. What is Consumer Behaviour ? How is the understanding consumer behaviour helpful in marketing? 7. Define Personality .How is it expressed in C.B. ? Discuss its implications for marketing managers. 8. What do you understand by Cognitive Dissonance ? Why does it occur and how can it be removed?

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