1. 2007
CONSUMER BEHAVIOUR
Time : Three Hours Maximum : 60 Marks
Section A
Answer any six questions.
Each question carries 2 marks.
1. State consumer behaviour.
2. Define post purchase.
3. Define middle class consumer.
4. What is meant by "Social Stratification" ?
5. Define coercive power.
6. What is a reference group ?
7. Define Innovation.
8. Define cultural marketing.
9. What is meant by store merchandising ?
10. Define buying behaviour.
(6 x 2 = 12 marks)
Section B
Answer all questions.
Each question carries 10 marks.
.
11. (a) Discuss the factors influencing consumer behaviour.
Or
(b) Distinguish fishbein attitude model and earlier attitude theories.
12. (a) Describe how family-specific characteristics influencing the nature of purchasing decisions
within the family.
Or
(b) Discuss the characteristics of opinion leader.
Turn over

2. 13. (a) Explain the various models of Indian consumer decision-making.
Or (b) Trace
out the various stages of Adoption process.
(3 x 10 = 30 marks)
Section C (Compulsory)
14. Classify the major departmental stores in your area according to your estimation of the Social class of
their customer. How do the marketing features of these stores differ ? Discuss.
(1 x 18 = 18 marks)