Marketing

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

(Deemed University)

Distance learning programs in management

DBM/PGDBM/DMM/PGDMM I

Total Marks-100

Time 3 hrs

Section 1- Consumer Behavior (40 marks)

Fill in the blanks(20 marks)

1.Which of the following statements is not true about the concept of a customer?

a) A customer and consumer are always the same thing - the terms are completely interchangeable

b) A customer doesn't necessarily consume the product that they have purchased

c) Students can be described as customers of a university

2. When Steve goes to the grocery store every other week, he buys the same brands of coffee, milk, cereal, and dog food. This type of buying behaviour is called

a) Routine response behaviour

b) Extensive decision making

c) Limited decision making

d) Situation convenience

e) Both (b) and (d) above

3. Decision making perspective believes that consumers make decision on ------------ basis.

Emotional/rational/ external pressure

4. ------------ is that to which an individual doesn’t belong but would like to belong to.

contractual group /primary group /aspirational group

5 The process where by a child acquires skills, knowledge, attitude, necessary to function as consumers is called consumer___________

enlightenment/initiation/socialization

6 _____________ are the last people to adopt an innovation

7 A secretary who answers calls from suppliers, for a company buyer, may be taking on which role within the company’s decision-making unit?

(a) User (b) Influencer (c) Gatekeeper (d) Buyer (e) Decider.

8 Involvement with a purchase is high when the ______________

Perceived risk is low/ when product is interesting/when perceived risk is high

9 ___________ image describes how individuals feel others see them

Ideal social self/ideal self/social self

10. Incomplete...