Bachelor of Mass Media (B.M.M.) SEM V 2017 18 May 2017-18 CONSUMER BEHAVIOUR Question Paper - Mumbai University | munotes

Questions asked in this paper

• Figures to the right indicate full marks

1. Q1 Subliminal perception
2. Q2 Opinion leader
3. Q3 Social class
4. Q4 Gender subculture
5. Q5 Ethnocentrism Explain how a marketer will use SRI VALS segmentation to promote a newly opened fitness center offering wide variety of fitness programs. What will be the targeting and positioning strategy used by the company? (10)
6. Q2 (a) Explain the factors that influence in formation of attitude . 7 marks
7. Q2 (b) Cite 2 examples of how you applied the Tricomponent model of attitude while making any recent purchase. (8)
   • c) Explain different message factors (order and code effect) of communication process. 7
8. Q2 d) Giving suitable examples explain the central and peripheral route to persuasion used by
9. Q3 a) Explain the various types of reference groups. What kind of reference groups would you use for making the following decisions and why? (15) e Going abroad for a vacation
10. Q3 b) Explain the different stages of Family Life Cycle. Discuss the changing demand for products & services a newly married couple would make as they process in the next two stages of Family
    • Q. P. Code: 22260
11. Q4 (a)Write a note on Freudian theory of personality. 7 marks
12. Q4 b) Identify five advertisements on the basis of Maslow’s theory of Needs Hierarchy. 8 marks
13. Q4 c)Explain the basic model of consumer decision making. 7 marks
14. Q4 d)Use the consumer decision making model to explain the current brand choice made by you
15. Q5 Write Short Notes on any 3. 15 marks
16. Q2 Adoption Process
17. Q3 Types of appeal
18. Q4 Cognitive dissonance
19. Q5 Self-image
    • Q. P. Code: 22260 (order and code effect ) 9
    • S) APT
    • Q. P. Code: 22260

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