SCDL

Program Name:
Subject:
Assessment Name:
Weightage:
Total Marks:
Duration:

PGDBA
Consumer Behaviour
CB - Exam
70
70
80 mins

Online Examination:
Online examination is a Computer based examination.
Online examination comprises of Total 29 Questions - Out of 70 marks.
Duration of online examination will be of 1 Hour 20 minutes (80 minutes).

Section - I Instructions:
- It is compulsory and has total 3 Subjective Questions.
- Students are required to solve any 2 Subjective Type Questions. Each question is of 5 marks.
- Section I is out of 10 Marks.
Please refer following instructions regarding Subjective examination:
- While attempting subjective examination Text formatting facility will be disabled such as use of bullets,
making the text bold, underlining the text etc. Only normal character on the key board will be available.
- Special characters available on the keyboard will be allowed.
- Students can not attempt more than 2 questions out of given 3.
- A blank (space typed) or any entry in the space provided will be considered as question is answered.
- Hand written answers are not allowed. Subjective test can be answered by using key board.
- No brail support shall be provided, but writer assistance shall be allowed. The student has to intimate it to
SCDL well in advance by completing applicable formalities.
- Answers for both the questions should not exceed more than 110 words. The maximum word limit per
answer is 55 words (for Subjective part).

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1) What are the criteria / attributes used to evaluate suppliers?

(5)
_Overall reputation of the supplier _Financing terms _Suppliers flexibility in adjusting to the companys
needs _Experience with the supplier in analogous situations _Technical services offered _Data on the
reliability of the product _Price _Technical specifications _Ease of operation _Preferences of the principal
user of the product _Training offered by the supplier _Reliability of delivery date promised _Ease of
maintenance _Sales service expected after date of purchase etc.
2) Write a paragraph on Francesco M. Nicosia's model of Buying Behaviour.
(5)
Francesco M. Nicosia, a leading scholar in the field of consumer behaviour, propounded a comprehensive
model in 1966 to analyse consumer's behavioural process. The model suggests that messages from the
organisation first influence the predisposition of the consumer towards the product or service. Based on
the situation, the consumer will have a certain attitude towards the product. This may result in a search
for the product or an evaluation of the product attributes by the consumer.
3) What are the conclusions of Sheth model (of industrial buying)?
(5)
A model of the industrial buying process was elaborated by Jagdish N. Sheth (1973). It suggests both
similarities and differences between industrial and consumer buying. The differences stem largely from
the fact that industrial buyers are professional employees of a formal organisation, while consumers are
not. Such factors as organisational characteristics, expectations of buyers, buyer characteristics and the
nature of demand account for these differences.

Section 1 is complete.
Please click on "Next" button to proceed.

Section - II Instructions:
- It comprises of Objective Questions Only.
- Total 60 marks are allotted for objective type questions.
- The objective questions are of following type and carries marks as given under.
Multiple Choice Multiple Response
Multiple Choice Single Response
True or False
Select a Blank
Match the Column
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: 4 Questions - 16 Marks (Each 4 marks)

: 9 Questions - 18 Marks (Each 2 marks)
: 5 Questions - 5 Marks (Each 1 mark)
: 5 Questions - 5 Marks (Each 1 mark)
: 4 Questions - 16 Marks (Each 4 marks)

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Total Questions
Total Marks

: 27
: 60

1) Personality can be a reflection of an individual's preferences or differences.

(1)
1] True
2] False
2) If you were to sell a high-end luxury car to a shipping magnet, you would focus on
(2)
1] Exclusive quality
2] Safety
3] Speed
4] Mileage
3) Roshan is having a very bad headache and his friend Neil asks him to pop a crocin. But Roshan prefers to
go to the GP to explore the other possible causes like acidity or blood pressure.' This part of his personality
helps him look for alternatives
(2)
1] Ego
2] Superego
3] Id
4] Self
4) The :BLANK motive deals with the need to let others know who or what they are by their purchase
actions.
(1)
1] Need for expression
2] Need for ego defense
3] Need for assertion
4] Need for attribution
5) Match the Following
(4)
1] The strong stimuli that forces action
2] The stimuli that gives direction to motives
3] The reaction to a stimulus
4] When reinforcement for the learned response is withdrawn

1] Drive
2] Cue
3] Response
4] Extinction
5] Retention
6] Intent

6) When a product is important to the consumers but the benefits are not clear cut, the operating principle
here is :BLANK .
(1)
1] Perceptual defence
2] Perceptual vigilance
3] Perceptual equilibrium
4] Selective perception
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7) "Low Involvement Hierarchy" stipulates that consumers

(2)
1] Carry out a standard research prior to purchase
2] May act without thinking
3] Hardly purchase anything
4] Prefer to analyze the brands prior to purchase
8) Active and passive reception, is capable of acquiring an infinite number of :BLANK .
(1)
1] Stimuli
2] Consumers
3] Products
4] Media reports
9) Hibernants are indifferent towards shopping.
(1)
1] True
2] False
10) The Government of India passed the statutory regulation - Trade Marks and Merchandise Marks Act, in
the year
(2)
1] 1955
2] 1999
3] 1950
4] 1958
11) Match the Following
(4)
1] Information on price and core benefits of the product impacts
2] Satisfaction of every customer
3] Repeat purchase of a product is influenced by
4] Focus and challenge before all marketers

1] Pre-sales expectations
2] Real challenge
3] After sales expectations
4] Rebuild strategies around customers
5] Freedom to choose the product
6] Attractive sales environment

12) Tax benefits at a certain location to a particular type of product leads to

(2)
1] Organizational Concentration
2] Evasion of Taxes
3] Product Concentration
4] Exploitation
13) :BLANK factors like price, credit etc. affect organizational buying behaviour.
(1)
1] Environmental
2] Individual
3] Economic
4] Organizational
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14) The :BLANK approach focuses on special efforts by marketers through promotions to motivate the
customer to buy more.
(1)
1] Selling approach
2] Product approach
3] Production approach
4] Marketing approach
15) A government department has conducted a survey of family food expenditures and a food manufacturer
uses this data in the organisation's evaluations of the total potential market for a new product.' This is an
example of
(2)
1] Secondary Data
2] Primary Data
3] Tertiary Data
4] Historical Data
16) Two structural elements of perception are
(4)
1] Intensity
2] Position
3] Touch
4] Taste
17) The ad line "Kuch kar dikhana hai" focuses on
(2)
1] Belongingness
2] Esteem needs
3] Psychological needs
4] Safety needs
18) Products like Rolex or Swatch use this motive to position their products accordingly
(2)
1] Need for Expression
2] Need for Stimulation
3] Need for Attribution
4] Need for Ego Defense
19) Purchase situation is always anticipated.
(1)
1] True
2] False
20) Two properties of the Figure-Ground organizational process are
(4)
1] The figure appears to be at an imaginary distance, far away from the reality
2] The figure appears to stand out as being in front of the more distant background
3] The figure appears to be behind the more nearer background
4] The figure is perceived to have form and to be more substantial than ground
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21) Match the Following

(4)
1] The characteristics or features of the brand
2] Related to the feeling component
3] Evaluation creates either a positive or a negative feeling about
the product
4] Value-Expressive

1] Brand beliefs
2] Brand evaluation
3] Product purchase
4] Consumers' self-image and value
systems
5] The expressive self
6] Brand attachment

22) The reduction in satisfaction associated with foregoing or reducing consumption of a product is termed as
(2)
1] Substitution Costs
2] Transaction Costs
3] Opportunity Costs
4] Advertisement Costs
23) Music has a very high impact on store environment.
(1)
1] True
2] False
24) Match the Following
(4)
1] Chameleons
2] Collectors/Gatherers
3] Hibernants
4] Foragers

1] Situation-specific or constantly changing

2] Stockpile the items
3] Will often postpone required purchases
4] Purchase only the desired items
5] Will often prepone required purchases
6] Change colour frequently

25) As part of the corporate social responsibility of today's organizations, protecting environment is an
optional concept.
(1)
1] True
2] False
26) Organizational buyers prefer to buy products and services directly from
(4)
1] Manufacturers
2] Dealers
3] Agents
4] Service providers
27) Trickle-down approach is based on the assumptions that
(4)
1] Rural buyers have similar aspirations as that of their urban counterparts
2] The core product remains the same but the value prepositions may be altered to suit the rural needs

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3] All the marketing strategies remain the same in urban as well as in rural markets
4] Rural consumers adopt the products that are successful in urban markets

Section 2 is complete.
Please click on "Next" button to proceed.

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