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

Questions asked in this paper

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1. Q2 Draw Diagrams and give examples wherever necessary
2. Q3 Figures to the right indicate full marks
3. Q1 a) Explain the following concepts. 6 marks
4. Q4 Ethnocentrism Mr. Sunil Verma is an IT professional in Kolkata. He is working in MNC and getting married to Nisha in the next month. Nisha is also an IT professional. Both of them are planning for their future. They are planning their finances and requirements
   • i) Mention the various stages of FLC & explain the current FLC stage of Mr. Sunil Verma & Nisha
   • ii) Give examples of product choices that Nisha and Sunil would make in their current stage& their future stages in life
   • a) Explain Freudian Theory in brief. 07
   • b) Opinion Leader is more credible than commercial advertising. Discuss. 08
5. Q2 a) State any three existing ad messages and analyze how the marketer has tried to reduce the cognitive dissonance of the consumer for the product, through the ad 7 marks
   • b) Explain how a marketer will use SRI VALS Il Segmentation to sell a new brand of expensive designer 08 watch. What will be the targeting and positioning strategy used by the company to sell the product in
   • a) Write a brief note on message order and message code. 07
   • b) What is the importance of reference groups to marketers and advertisers? What factors affect the 08 Analyse different ads at different levels of Maslow's Need Hierarchy. 07
   • b) As an advertiser of Hair Color, what set of target audience would you focus on keeping in mind 08
   • Q.P. Code :03431
6. Q4 Write an explanatory note on the Tri-component attitude theory with the help of suitable examples. 15 marks
7. Q4 Explain Consumer Decision Making Process and state how the brand choice you made while purchasing a PC with the help of the model 15 marks
8. Q5 Write short notes on any 3 of the following: 15 marks
   • i) ELM
   • ii) Types of appeals
   • v) Trait theory of personality
   • Q.P. Code :03431 Please check whether you have got the right question paper
   • Q.P. Code :03431
9. Q3 (Hierarchy) fafaer

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