Consumer Behavior

Topics: Marketing, Advertising, Brand Pages: 2 (253 words) Published: January 22, 2013
[pic] INDIRA GANDHI INSTITUTE OF MANAGEMENT & TECHNOLOGY

Consumer Behavior

(Total Marks= 100)

All the questions are compulsory.

Q1
A. What is the difference between primary and secondary research? Under what circumstances might the availability of secondary data make primary research unnecessary? What are some major sources of secondary data?

B. What is opinion leadership?

Q2
A. What are the strengths and weaknesses of motivational research?

B. What is social class?

Q3
A. What is the relationship between brand loyalty and brand equity? What role do Concepts play in the development of marketing strategies?

B. Sony is introducing a new 27- inch T V with a picture – in – picture feature. How should the company position and advertise the product to (a) Generation X Consumers ( b) Affluent baby boomers.

Q4
A. Are there any circumstances in which information from advertisements is likely to be more influential than word of mouth?

B. Find two advertisements that depict two different defense mechanisms and discuss their effectiveness.

Q5

How can marketers use measures of recognition and recall to study the extent of Consumer learning?

A. What is market Segmentation? How is the practice of market segmentation related to the marketing concept?

Q6
A. What is cross-cultures consumers analysis? How can a multinational company Use cross-cultural research to design each factor in its marketing mix?

B. How should marketers promote products and services to working women? What appeals should they use? Explain.

C. For what kinds of audiences would you consider using comparative advertising? Why?
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