Consumer Behaviour-1

Time : 3 Hours Max Marks:60

1. Note : 1. Answer any four question from Question No.1 to Question No.5 in Sec-A.(10 marks each)

2. Question No.6 in Sec-B is compulsory (20 marks each)

Sec-A

1. What do you understand by Learning? Discuss the components of Learning in short.2. Discuss the traditional and modified family life cycles and their marketing

implications.3. What are the types of problem recognition situations? Expain various situations that

lead to problem recognition.4. What is nature of attitude? Expain the impact of attitude on Consumer Behaviour?

Explain.5. Write notes on any two of the following:-

i) Diversity of Consumer Behaviourii) Components of information Processingiii) Opinion Leadership and Marketing Strategyiv) Roles of Buying Centre

Sec-B

Case Study:

Some time ago, Varna products introduced a variety of salads to the market, namely a three bean salad, curried beans,curried carrots,and sweet and sour beetroots.The difference with these salads was that they were packaged in boxes. The salad does notrequire refrigeration until it is opened and lasts for a period of three months. When Varna products were first introduced ,the expectation was that customer acceptance of this revolutionary new product would be immediate and high.The main convenience was

thought to be the fact that the box could be kept for three months and would be especially useful in case of emergencies.However,the actual product sales were extremely low.somehow,customers just cannot accept a fresh salad in a dry goods box.

6. (a) How can Varna Products attempt to change consumer attitudes to be more positive towards their salads?(b) How should Varna products take into account the adoption of new products and the different catefgories of adoption?